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The Jester's Frame

The Role of Political Satire in Shaping Egyptians' Perceptions of Current Issues : (Case of Bassem Youssef's "Albernameg")

Abstract: This study investigates the socio-political characteristics of the Egyptian political satire show, Albernameg's audience, as well as whether the audience considers the show a source of news. This is studied in relation to the effects of the show on its viewers' perceptions of current issues. The uses and gratifications approach and the framing theory are used as a theoretical framework. Qualitative content analysis resulted in choosing perceptions of two issues: the AIDS & virus C detection device, and coal introduction as an alternative source of generating electricity in Egypt, as the media frames that were used as a basis for the survey questions. The qualitative content analysis revealed that the two issues were framed negatively on Albernameg. The survey findings show that Albernameg audience is politically interested and attentive, exhibits low internal political efficacy and slightly high levels of external political efficacy, with levels of political knowledge ranging between medium and high. More than 50% of the sample considers Albernameg a source of news. The results suggest the presence of framing effects in relation to the two issues under consideration. Heavy viewers exhibit more negative perceptions of both issues. Viewers who watched the show for information and those who watched for entertainment both have negative perceptions of the two issues. There is an inverse correlation between perceived credibility of Bassem Youssef and viewers' perceptions of both issues. The higher the level of political knowledge, the more negative the perceptions of the two issues. More politically knowledgeable viewers are also slightly more likely to perceive Bassem Youssef as a credible source of information than less politically knowledgeable ones. These results pose political satire, and more specifically Albernameg, as a media literacy platform and a strong tool for influencing public opinion.

This is studied in relation to the effects of the show on its viewers' perceptions of current issues. The uses and gratifications approach and the framing theory are used as a theoretical framework.