Thesis (M.Sc.) - Cairo University - Faculty of Mass Communication- Department of Radio and Television

The emergence of web drama is mainly attributed to rapid growth of Internet usage, the rising and enhanced video streaming technology. While increasing numbers of youths are watching drama series in general, including TV drama, a remarkable increase is specifically noticeable in viewers of web drama. Both qualitative and quantitative methodology is applied in this research. Qualitatively, data collection tools are comprised of focus group discussions (FGDs) and in-depth interviews to investigate the opinions, attitudes, and behavioral patterns of the audience as well as to explore the effects of watching drama series online, TV drama, and web drama, especially ones that involve attitude change which is comprised of three components: affective, cognitive, and behavioral that is used and gratified by the Egyptian youth. Quantitatively, survey is employed, and a questionnaire is the way of gathering data. It is a descriptive survey to manuscript present situations in order to justify the current state. The sample is nonrandom and purposive. Qualitatively, 72 young participants took part in the FGDs and 10 persons in the interviews while the survey was conducted on 400 students. There is a contradiction in the results of the survey, which states that the higher the audience{u2019}s innovativeness, the more likely they are to watch online drama. Findings proved that watching online drama does not negatively affect watching TV. Also, it turned out that there is a positive relationship between watching online drama and encouraging the use of online media. It was found that Egyptian youths{u2019} decision to watch online drama is linked to their personal motives

Issued also as CD