"The effectiveness of short videos (Reels) on social media in raising awareness about climate change: A case study on Egyptian Gen-Z & millennial"

Document Type : Original Articles

Author

RTV department , Faculty of mass communication - Cairo university

Abstract

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.

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Journal of Media and Interdisciplinary Studies
Volume 3, Issue 10 - Serial Number 1
November and December 2024
Pages 1-60

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