Knowledge and behavior differentials among illiterates regarding the television literacy campaign and literacy programs

This study tests the modifications of the knowledge gap hypothesis concerning the information gained and the change of behavior, if any, among illiterates regarding the literacy messages they receive from the local Egyptian channels and from the literacy channel. This study tests whether there is a differential effect in knowledge gain of the literacy campaign in television among illiterates basing it on variables other than the socioeconomic status proposed by the original hypothesis. The study also looks at illiterates\u27 media habits and uses and gratifications of television among them. A survey with a sample of 300 was conducted in El Fayoum, Egypt. Parts of the knowledge gap hypothesis were supported and an evaluation to the literacy ads and programs from the targeted audience point of view is reported. Recommendations for a better service for the illiterates are stated based on the research findings. The title of the study is Knowledge and behavior differentials among illiterates regarding the television literacy campaign and literacy programs: Case study: Egypt. It was conducted as a part of the requirements for the degree of Master of Arts at the American University in Cairo, School of Business, Economics & Communication. The study was conducted by Intesar Khaled Al Shukry under the supervision of Ms. Janet Key