Research Article Open Access

NGO and Media Appeals Usage in Egypt: Ramadan as a Case Study

Abstract

Civil society organizations are found in various forms and scale. They devote effort and resources to wide range of causes. One vital form of civil society organization is nongovernmental organizations (NGOs). Like various civil sector entities, NGOs operate within a rigid financial environment. The non-profit organization-donor relationship is crucial to a sustainable performance of the non-profit sector. Literature review suggested that people have an internal reward for virtuous behavior acting as an internal rewards mechanism. Building upon such hypothesis, NGO needs to utilize all possible donations techniques for survival. Given the mass media's vital role in advocating any development program and shaping public opinion, media appeals are broadcasted via a medium with substantial magnitude of audience and viewership. This study used content analysis to assess media appeals-mainly focusing on fear and empathy - shown during commercial breaks among three top ranked Egyptian satellite networks, with highest ranking during primetime viewership.

Heba Elshahed

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