دور الإعلانات عبر منصة إنستغرام في زيادة مشاعر الضجر لدى الشباب العراقي
دراسة ميدانية
DOI:
https://doi.org/10.33282/abaa.v18i72.1314الكلمات المفتاحية:
الإعلانات الرقمية، مشاعر الضجر، منصة إنستغرام، التأثير النفسي للإعلانات، الإحباطالملخص
الأهداف: يهدف البحث إلى الكشف عن دور إعلانات إنستغرام في زيادة مشاعر الضجر لدى الشباب العراقي، وفهم طبيعة استجابتهم النفسية والسلوكية تجاه المضامين الإعلانية المختلفة. عن طريق رصد وتفسير تنامي مشاعر الضجر والنفور لدى المستخدمين نتيجة التعرض المستمر للإعلانات عبر Instagram، في ظل تزايد كثافة المحتوى الإعلاني وتداخله مع التجربة التفاعلية اليومية للشباب.
المنهجية: يندرج البحث ضمن الدراسات الارتباطية والسببية، وقد اعتمد المنهج المسحي، باستخدام مقياس الضجر الإعلاني لجمع البيانات من عينة قوامها (759) مفردةً من الشباب العراقي. وتم اختيار العينة وفق أسلوب العينة غير الاحتمالية "القصدية وكرة الثلج" نظرًا لصعوبة حصر مجتمع الدراسة الافتراضي، مع التركيز على المستخدمين الذين يتعرضون للإعلانات بشكل منتظم.
النتائج: أظهرت النتائج أن مستوى الضجر الإعلاني مرتفع لدى الشباب العراقي، إذ يستخدم (37.0%) المنصة للتواصل الاجتماعي و(26.1%) للترفيه، مما يجعل الإعلانات عنصرًا مقاطعًا لتجربة الاستخدام، كما تبين وجود نفور مرتفع من الإعلانات التي تتعارض مع القيم الاجتماعية (88%)، أو تستغل المشاعر (85.6%)، فضلًا عن الإعلانات ذات الجودة المتدنية والتكرار المفرط (80.3%).
الخلاصة: تشير النتائج إلى أن الضجر الإعلاني يمثل حالة شعورية عامة لدى الشباب العراقي، لا ترتبط بمتغيرات العمر أو الجنس، بما يعكس تأثيرًا متناميًا للإعلانات الرقمية في تشكيل التجربة النفسية والسلوكية للمستخدمين داخل البيئة الاتصالية المعاصرة.
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