The main objective of this research is to identify "The effectiveness of short videos (Reels) on social media in raising awareness of climate change". This research uses a quantitative descriptive analysis methodology through a questionnaire to collect data, and it was conducted on (400) respondents from both Gen-Z and Millennial who are living in Egypt. The researcher depended on media dependency theory in the theoretical framework in addition to proposing a scale for measuring the richness of climate change reels on social media regarding Media Richness Theory. Results showed that the medium richness factors got the highest rank (89.4%) in terms of the richness factors in climate change reels, followed by the richness factors related to the presenter (84.2%). The results also revealed that exposure density to climate change reels on social media is positively related to raising awareness of climate change issues. And there is a correlation between the richness of climate change reels on social media and raising awareness of climate change issues.
Mahmoud, D. (2024). "The effectiveness of short videos (Reels) on social media in raising awareness about climate change: A case study on Egyptian Gen-Z & millennial". Journal of Media and Interdisciplinary Studies, 3(10), 1-60. doi: 10.21608/jmis.2024.337976.1056
MLA
Dina Mansour Mahmoud. ""The effectiveness of short videos (Reels) on social media in raising awareness about climate change: A case study on Egyptian Gen-Z & millennial"", Journal of Media and Interdisciplinary Studies, 3, 10, 2024, 1-60. doi: 10.21608/jmis.2024.337976.1056
HARVARD
Mahmoud, D. (2024). '"The effectiveness of short videos (Reels) on social media in raising awareness about climate change: A case study on Egyptian Gen-Z & millennial"', Journal of Media and Interdisciplinary Studies, 3(10), pp. 1-60. doi: 10.21608/jmis.2024.337976.1056
VANCOUVER
Mahmoud, D. "The effectiveness of short videos (Reels) on social media in raising awareness about climate change: A case study on Egyptian Gen-Z & millennial". Journal of Media and Interdisciplinary Studies, 2024; 3(10): 1-60. doi: 10.21608/jmis.2024.337976.1056