Exploring the impact of Ramadan entertainment in Egypt: a qualitative analysis of social media engagement, media stakeholders' perspectives, and societal implications

Treball de fi de Màster en Cultura Digital i Mitjans Emergents (DiCEM). Tutora: Mercè OlivaExploring the impact of Ramadan entertainment in Egypt: a qualitative analysis of social media engagement, media stakeholders' perspectives, and societal implications Ramadan entertainment has immense sway over Egyptian audiences and despite its popularity, there is a gap in the research conducted around this topic, particularly when it comes to the role played by social media as well as the perspective of media stakeholders. This study aims to identify and analyze the key elements that contributed to the popularity of Ramadan entertainment. Additionally, the study aims to assess the extent to which the audience's engagement with these series on social media is creating momentum for reform and raising awareness about the topics discussed on these dramas. Furthermore, the researcher aims to investigate how Ramadan entertainment fits into the broader media landscape of Egypt and how Egyptian media stakeholders perceive the paradigm shift caused by social media. The study employs a qualitative methodology using two main methods of data collection: semi-structured in-depth interviews and thematic social media content analysis. The findings contribute to deeper understanding of the dynamics within Ramadan entertainment and the audience. Additionally, this study provides recommendations for media practitioners on leveraging Ramadan entertainment to address social justice issues and promote responsible media practices. Overall, this research expands the existing knowledge base on Ramadan entertainment in Egypt, shedding light on its cultural significance, the influence of social media, and its potential for driving societal reform. The findings have broader implications for the media landscape and can guide future Research exploring the complexities and implications of Ramadan entertainment on Egyptian society