Persuasion Strategies in Facebook Health Communication: A Comparative Study between Egypt and the United Kingdom
The current study aims to examine the persuasive strategies used in Facebook posts by the Egyptian Ministry of Health and Population and the British Department of Health and Social Care. A total of 400 Facebook posts, 200 by each department of health, were analyzed for persuasion strategies using a...
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| Format: | Article |
| Language: | English |
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De Gruyter
2025-01-01
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| Series: | Open Cultural Studies |
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| Online Access: | https://doi.org/10.1515/culture-2024-0043 |
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| author | El-Dakhs Dina Abdel Salam Ahmed Mervat M. |
| author_facet | El-Dakhs Dina Abdel Salam Ahmed Mervat M. |
| author_sort | El-Dakhs Dina Abdel Salam |
| collection | DOAJ |
| description | The current study aims to examine the persuasive strategies used in Facebook posts by the Egyptian Ministry of Health and Population and the British Department of Health and Social Care. A total of 400 Facebook posts, 200 by each department of health, were analyzed for persuasion strategies using a recent persuasion model by Dontcheva-Navratilova et al. (2020). The findings showed that both departments primarily relied on ethos-based strategies, followed by logo-based strategies, while their use of pathos-based strategies was minimal. The findings also showed that the Egyptian posts included more direct appeals to the audience, logical reasoning, and emphasis on care and responsibility than the British posts. In contrast, the British posts employed the strategies of reference to expert opinion, creating a sense of community, reference to facts and statistics, and provision of exemplification and evidence significantly more frequently than the Egyptian posts. The results are interpreted in terms of the existing literature and relevant cultural models. |
| format | Article |
| id | doaj-art-91cc8b9d9b054837b3da61f9352574fe |
| institution | Kabale University |
| issn | 2451-3474 |
| language | English |
| publishDate | 2025-01-01 |
| publisher | De Gruyter |
| record_format | Article |
| series | Open Cultural Studies |
| spelling | doaj-art-91cc8b9d9b054837b3da61f9352574fe2025-02-02T15:45:14ZengDe GruyterOpen Cultural Studies2451-34742025-01-019111610.1515/culture-2024-0043Persuasion Strategies in Facebook Health Communication: A Comparative Study between Egypt and the United KingdomEl-Dakhs Dina Abdel Salam0Ahmed Mervat M.1Linguistics and Translation Department, College of Humanities and Sciences, Prince Sultan University, Riyadh, Saudi ArabiaLanguage and Translation Department, College of Language and Communication, Arab Academy for Science, Technology & Maritime Transport, Alexandria, 1029, EgyptThe current study aims to examine the persuasive strategies used in Facebook posts by the Egyptian Ministry of Health and Population and the British Department of Health and Social Care. A total of 400 Facebook posts, 200 by each department of health, were analyzed for persuasion strategies using a recent persuasion model by Dontcheva-Navratilova et al. (2020). The findings showed that both departments primarily relied on ethos-based strategies, followed by logo-based strategies, while their use of pathos-based strategies was minimal. The findings also showed that the Egyptian posts included more direct appeals to the audience, logical reasoning, and emphasis on care and responsibility than the British posts. In contrast, the British posts employed the strategies of reference to expert opinion, creating a sense of community, reference to facts and statistics, and provision of exemplification and evidence significantly more frequently than the Egyptian posts. The results are interpreted in terms of the existing literature and relevant cultural models.https://doi.org/10.1515/culture-2024-0043persuasionhealth communicationfacebookculturesocial media |
| spellingShingle | El-Dakhs Dina Abdel Salam Ahmed Mervat M. Persuasion Strategies in Facebook Health Communication: A Comparative Study between Egypt and the United Kingdom Open Cultural Studies persuasion health communication culture social media |
| title | Persuasion Strategies in Facebook Health Communication: A Comparative Study between Egypt and the United Kingdom |
| title_full | Persuasion Strategies in Facebook Health Communication: A Comparative Study between Egypt and the United Kingdom |
| title_fullStr | Persuasion Strategies in Facebook Health Communication: A Comparative Study between Egypt and the United Kingdom |
| title_full_unstemmed | Persuasion Strategies in Facebook Health Communication: A Comparative Study between Egypt and the United Kingdom |
| title_short | Persuasion Strategies in Facebook Health Communication: A Comparative Study between Egypt and the United Kingdom |
| title_sort | persuasion strategies in facebook health communication a comparative study between egypt and the united kingdom |
| topic | persuasion health communication culture social media |
| url | https://doi.org/10.1515/culture-2024-0043 |
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