حملات اعلامية

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‫ ‬
‫ א א ‬
‫א א وא א א א ‬
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‫ ‬ ‫ ‬
‫ – ‬
‫ ‬
‫ح ﺟﺎﻣﻌﺔ اﻟﻤﻠﻚ ﺳﻌﻮد‪١٤٣٣ ،‬ﻫـ)‪٢٠١٢‬م(‬
‫ﻓﻬﺮﺳﺔ ﻣﻜﺘﺒﺔ اﻟﻤﻠﻚ ﻓﻬﺪ اﻟﻮﻃﻨﻴﺔ أﺛﻨﺎء اﻟﻨﺸﺮ‬

‫‬ ‫ ‬
‫א‪ ،‬א د ن‪ K‬‬

‫א א ‪W‬א‪#$%‬א"! وאאאא ‪ L‬א )(‬
‫د نא‪ JK‬א ض‪ K),١٤٣٣،‬‬
‫‪٤٤٢‬ص‪ K3$٢٤C١٧،‬‬
‫‪5‬د‪٩٧٨-٩٩٦٠-٥٥-٩٩٥-٧ W4‬‬
‫‪ ))١‬و‪78$‬אم‪ ))٢‬א ‪K9‬א"אن ‬
‫ ‬
‫‪ ١٤٣٣L٣٣٢٩‬‬ ‫د ‪ ٠٠٣,٥٤:‬‬

‫ ‬
‫رﻗﻢ اﻹﻳﺪاع ‪١٤٣٣/٣٣٢٩‬‬

‫ردﻣﻚ‪٩٧٨-٩٩٦٠-٥٥-٩٩٥-٧ :‬‬
‫د‪W‬‬
‫ ‬
‫‪=)),>))?@A‬אא@))‪،))CCD))"EB‬و‪ ) N‬وא‪L))M‬א‪#)) K‬א ?))‪F))GHI)) J‬‬

‫א?))‪O‬א‪)) P))$‬مא ‪5‬א‪)) ,١٤٣٣L١٤٣٢J))$‬א‪))R‬د))‪))),١٤٣٣L٢L٧Q 5‬‬
‫א‪R‬א‪٢٠١٢L١L١LM‬م‪ K‬‬
‫‬ ‫ ‬

‫دא‬

، ‫و‬KK

!"#‫ و‬$%KK& '‫א)א‬#‫א‬KK *، +,%‫و‬
KKK‫ول‬.‫ א‬/0‫و‬

& $ * KK12)3/4567‫א‬KK) 89 567‫ א‬

5%?W ‫ =< ل‬2‫א@ ن>و‬9 AB)KK9 *,
'6‫?א‬W ‫ ل‬CD‫ ودא‬0 =KKFG H0W‫د‬2=?>‫؟‬K$L M
KK A !) $ً OP Q*HRKK?9ST*

KKU 6V‫אא‬P)P%KK $%9

K 6%"#Y‫א‬9$Z‫א‬A 7‫ون‬KK)W‫א‬C *X‫و‬

‫د ‬
‫ ‬
‫א"! א ‪،‬وאوאم אوא ‬

‫‪ &-!#‬א ‪%‬و ‪-$‬و *‪%‬و&)‪ K(%‬‬
‫&)‪:‬א‪896‬א‪7‬א !‪2‬وא‪2+56‬א‪،./&+ 012 34‬و‪+,-‬‬
‫‪DE‬دא‪B‬م‪>?2;@A;،‬א=‪7;<6-‬א‪29‬وא !‪2‬א ‪F+G،2<G‬‬
‫‪891‬א‪IDK7‬א=‪1‬لوא=‪6H‬دوא ل‪،‬و‪ID‬א‪7H‬وא<‪29‬‬
‫א=‪2!6K‬وא< ‪!-،2O‬ن‪891M+G‬א‪ID2 GL.7‬א‪7H‬אو‪2‬‬
‫وא !‪7‬א‪2‬وא‪7H‬א=‪QLGR-،2!6K‬א‪896‬א‪7‬א‪2+56‬א"‪2OP‬‬
‫א !‪2‬وא‪V:WBX‬ل‪8+‬א‪ U2 H7‬ز‪7‬א‪S36+‬א !‪2‬א"‪2OP‬א‪2+56‬‬
‫‪ 5‬ون‪،‬و?ذא‪:-.‬א<‪8‬א‪ 2U Z‬و‪%K‬א!‪8‬م‪QLGR562 UH Y-‬‬
‫א‪896‬א‪7‬א‪ acUdeX‬א‪IDab;،a‬אولא‪_ `2.+‬א^‪\.]Y‬א ‪2‬‬
‫وא <^‪7‬א‪2f+‬وא=‪2!6K‬א‪،]9j‬ذ‪\.i%F‬א‪^h28a‬نن‪81‬א‪g-‬‬
‫א‪7H‬א=‪2!6K‬وא‪QLGD2f+‬אول‪QLG،‬א‪896‬א‪7‬א !‪2‬א‪2 U2+56‬‬
‫‪a+86Om،af‬א^‪\.]Y‬א <^‪7‬א‪RHًO a B\.U=X‬ن‪R6k‬‬
‫א‪86‬אزن‪a66;،‬م‪QLG7-‬אولو‪ a1;5WR)!P1‬و‪nm W+1‬א‪a1‬א‪\.X‬‬
‫א ‪rf‬ضن‪?،51‬ذ‪51a35U‬א<‪2p‬א‪2+o8‬وא&‪2‬א‪ K2O ^f‬‬
‫ ‬
‫‬
‫‬ ‫‬
‫و‪O‬ون‪LG‬אא‪،s59+.8j‬ذ‪F‬ن‪]Y-‬אً‪\.‬אولא‪RK>?:-2.+‬‬
‫‪cDE1gO H‬م‪81O‬د;‪%‬א‪،2 5‬وא‪2.‬א‪،2Ot‬وא‪DRU،2HV‬‬
‫‪\.]Y-‬אول‪ u6O‬א‪D6BRaw‬אدא‪7‬א< ‪L،2‬אو‪RK\.‬ن‪QLGv;e‬‬
‫א‪F 1D7!6x‬אول ‪a1H‬א=‪2!6K‬א& ‪2‬و‪a1;5W‬א‪2+o8‬א ‪n!6‬‬
‫ودא‪a1‬א)‪2‬وא !‪2‬و‪R-L‬אدא‪7‬وא !‪]{7‬א))‪R-y1z.2‬‬
‫‪7\.u6O.‬و|!‪8612‬א;_‪z.‬دא‪QLG7‬א<‪H\.U;،8‬م‬
‫~‪D2+H?2.?2817‬א‪4V\.}2;-7=x‬א ;‪2‬א))‪،2‬‬
‫و‪51‬مא ‪R3‬א‪82+HA‬א‪-‬نذ‪RK\.F‬א;|‪R&8G. 2‬م‪g+‬‬
‫‪8G.‬د‪L،RV‬א ‪QLG2!G‬א"!‪D\!^17‬א‪05Y6‬א)‪s‬و‪D‬א‪s8‬‬
‫א ووא‪D|+‬وא‪sHV‬وא‪s‬وא=‪6H‬دوא=‪R^<Us!6K‬م‪ K‬‬
‫ ‬
‫‪ s‬‬
‫و‪61‬א ! ^‪2‬א ‪2U‬א‪8‬د‪2O‬א‪8‬م‪$G‬אولא‪ 2.+‬א‪oA‬ق‪،‬و‪ G‬‬
‫=‪8. O896U 5;$6a1‬אد‪G‬א=‪6H‬د‪2O‬و‪،a8+12f-‬و=‪7+56U$6a1‬א"‪2YO‬‬
‫وא"‪P‬א د‪، 5;2O‬و^‪RKs91a+‬א‪ Y a.!6G‬وא< ‪2O‬وא‪^B‬م‬
‫א< ‪2‬א‪2.A‬א‪:-X‬و=زא‪ً .|:‬وא ً‪،4‬و‪+G\.‬و‪RK\.‬‬
‫א=‪ !6‬א‪D‬א‪56‬مא"‪P‬وא دنא‪8‬د‪z.‬א" ص ‪5U‬‬
‫‪%16^.‬א ‪2O8+‬و‪%.^B‬א‪2.A‬ودא‪%1‬א ‪2U‬א"!‪s81،‬א‪8‬زאא‪7‬‬
‫وא ‪7‬א"^‪2.8‬א‪2+o8‬א‪7!a1.!6G‬א‪286‬א‪ K2.A‬‬
‫ ‬
‫أﻫﺪاف اﻟﻜﺘﺎب وﺟﻤﻬﻮرﻩ اﻟﻤﺴﺘﻬﺪف‬
‫‪LGaO‬אא^‪>?6‬א ‪8af. 1D‬م~‪7‬א‪286‬א‪2.A‬‬
‫א‪2+HA‬و‪@81‬א‪i‬وא‪ o‬א‪2O]|+6‬وא ;‪2‬א‪851X‬م ‪>?aO!-Ka‬‬
‫‪1‬ن‪7~ 9`2f-‬א‪286‬א‪2.A‬و‪a!!1‬و‪g9 5;i،GLf+1‬‬

6^;‫א‬LKR!‫وא‬p6‫א‬$^‫ل‬x‫אא‬LGDR!O\.z!w\^‫و‬،‫م‬A‫א‬
p<‫ א‬RaOs591R^<U2KL!+‫א‬7&G?‫و‬2O]|+6‫א‬7B‫ و‬o‫مא‬5O
‫אس‬8a!w‫א‬$G‫م‬A‫א‬o‫و ن‬K 9p6‫وא‬$!6‫א‬2 !$! ‫א‬
‫א‬LGa +OX‫א‬2Y)‫א‬2! ‫وא‬2; ‫א‬i‫א‬R!aOI6^;،a6 ‫א‬
zK‫ א‬.‫د‬8K‫\مو‬.s1‫م‬%K8U2U ‫א‬26^ ‫نא‬+; .‫?ذא‬2&V،$ ‫א‬
gB %?-RUK2+HA‫א‬7 !‫وא‬2.A‫א‬286‫א‬7~‫ل‬8B2.?
7~‫ل‬8B‫ل‬8;‫و‬d8=?sG.2U ‫א‬26^ ‫א‬DK8O.R^;-0 ‫א‬$
2O886‫א‬7!"‫א‬Uً=(?_ 61a!|.2+HA‫א‬i‫وא‬2.A‫א‬286‫א‬
KM+G‫و‬+G‫م‬51X‫א‬2&j‫א‬

‫ﻣﻨﻬﺠﻴﺔ اﻟﻜﺘﺎب‬
\.2 Y.‫@ א‬z.%8;\.R;R-D_96‫وא‬2O |+‫א‬U6^‫جא‬n
2.‫אز‬2! ‫א‬7‫א‬89j‫א‬6^‫مא‬5O‫و‬Kً ‫ ًودو‬#2.A‫א‬7!"‫א‬zH‫وא‬
X‫א‬2.A‫א‬7!"‫א‬2U \.‫مذج‬5O!-،2 !"‫א‬Lf+1‫و‬$!1‫ و‬9p6
‫ אز‬U?\^‫و‬KK6^‫א‬D2! i\.%51 ً5;‫و‬G5z.2^ ! ‫א‬DGLf+1
WR!<1‫و‬a yUX‫א;^א‬D6^‫א‬2ua+.
RB‫ א‬.7O |‫و‬،2 +HA‫א‬7O |+‫א‬$G2 .2K‫ א‬.$O51 J١
R38‫]א‬W,1$u2&j‫א‬7O |+‫]אًא‬V‫و‬،2.A‫א‬R3 2Uu6=‫א‬
}O"‫א‬Dn- O=%b;7O |+‫א‬QLG‫م‬5O8G‫و‬6^‫وא‬Ks5 6 ‫ א‬2O]G!w‫א‬
n- O.5U2A‫مא‬8 ‫ א‬2; ‫א‬a1‫]א‬W,1‫و‬a3+U2f-‫و‬a!Gf.0&‫و‬
$!12 !D،a1.‫א‬p6‫א‬k!;‫ن‬-‫א‬8،4s !‫_א‬96‫ א‬
‫א‬LG‫و‬K2O |+ s1"‫وא‬s.8‫אمא‬p6=‫א‬k!;‫م‬،a 3+U‫و‬7!"‫א‬

7!"‫ א‬5 %O1+WD%Uoz.0 ‫א‬2U u62u6K_96‫א‬Dn-r‫א‬

7O |+‫\א‬.‫;د‬A
‫א‬2fÛ 5;i،‫م‬6‫א‬2 9‫א‬RaK%P1‫}א‬B،2.A‫א‬
2f-D‫و‬،2!6K=‫א‬$a1H‫و‬$a1=1‫א‬D‫و‬2.8‫א‬$a1BDG8‫د‬X‫א‬
_96‫א‬2^.bU‫م‬6‫א‬$a awًPO\^‫و‬،a 3+U‫و‬2.A‫א‬7!"‫א‬$!1
\$aWB.+$aG8K‫و‬8 12<G‫א‬:+-5،%1‫ذא‬BD4s !‫א‬
+1H+U‫و‬+ .18&eD‫م‬R^<U2A‫وא‬21=‫א‬7O |+‫א‬H
$G‫د‬56=F‫وذ‬،RP;R^<Us.8‫א‬+H‫وא‬$a; 1!-،\O V‫א‬z.
K‫א ش‬zH‫א‬8U42H=262O |‫د‬.=?sG.7O |+‫نא‬
$O51z.،‫ع‬+HAUa1H‫و‬2.A‫א‬286‫א‬7~‫م‬8af.@81 J٢
‫غ‬8 U>?2.A‫א‬286‫א‬7~1X‫א‬2+HA‫א‬i‫א‬$G2 .7p .
X‫א‬23 ‫א‬21=‫& א‬+‫א‬2‫لدא‬V\.F‫وذ‬،‫د‬85 ‫א‬/u+‫_א‬5e‫و‬a;‫א‬G
%6‫دא‬+}O"‫א‬0 ‫א‬ga5‫و‬Ks5 6 ‫وא‬،2 ‫وא‬،2 8‫وא‬،R ‫א‬R!<1
‫ل‬8!<U%.!6G=F‫وذ‬R38‫א‬D%YOB+vB!-23 ‫א‬21=‫& א‬+
K2.A‫א‬286‫א‬7~Lf+1‫ و‬9`‫?אدو‬k.R^6^‫א‬
89V2.A‫א‬286‫א‬7~ 9`2f-،ًPO6^‫אא‬LG‫م‬5O J٣
K‫م‬%K8Us1=‫وא‬s+HA‫|]وא)}א‬+6‫א‬ID7‫א‬u6 ‫א‬dB_;‫و‬،89
7!"U%6H\!P6OOw‫;ًمא‬6^‫אא‬LGk J٤
D%1.‫א‬p6‫א‬a +1X‫א‬i‫وא‬،% O‫ ^\ن‬L‫وאوא‬2.A‫א‬
K2.A‫א‬286‫א‬7~
D2O‫د‬8‫א‬u6‫ א‬a‫و‬$G2591‫ذج‬6^‫مא‬5O،ً‫]א‬V J٥
2O]|+6‫ א‬o‫و;_א‬،ً‫ א‬6¡ً)@81ً‫א‬54‫م‬5O$W،2.A‫א‬286‫א‬7~
K6^‫א‬a.5OX‫א‬2Y)‫وא‬
‫‬ ‫‬
‫أﺑﻮاب وﻓﺼﻮل اﻟﻜﺘﺎب‬

‫‪0,6O‬א^‪8U2¢\.6‬א‪ً; <2WW:!@،‬و‪ Ws6-sG‬‬
‫אع وא‪8^6OK‬ن‪LG‬אא‬ ‫א א ول‪ W‬א א‪ W‬א‬
‫‪ ?W!G ;\.‬א א و א و?و?א א! ‬
‫و‪ ()*+ ,‬وא‪ '%‬وא&‪$%‬א وא‪$‬وא‪ K?"#‬‬
‫‪LGaO‬אא‪% ;D‬אول?>א‪2 !"U0O 6‬א‪،2.A‬و‪8@81‬א‪a‬‬
‫‪au‬א‪851X‬م ‪$!17 !a‬א"! ‪2‬‬
‫א ‪ U?>?2;@?،2f 6p‬אز‪ G+.$G‬‬
‫א‪ K2.A‬‬
‫و‪% ;DaO‬א‪1>?sY‬ن‪2G.‬א‪+HA‬عوא‪ f‬ق‪%+U‬و‪U‬א‪ -A‬א‪0O 1z.Q‬‬
‫א=‪7G‬و‪56 Ua6H‬א‪7‬وא‪\O8^12f-z.،$5‬א=‪7G‬و‪ G]Z1‬و‪2G.‬‬
‫و‪،af3c‬و‪،7-8 Ua6H‬و‪H2f-‬سא=‪،Q‬و‪2H‬ذ‪7!% -F‬‬
‫א‪286‬א‪K2.A‬و‪sa6+O‬א‪5bURf‬א‪7~2H 8P‬א‪286‬א‪2.A‬‬
‫‪U‬وא;‪ Kz‬‬
‫‪ O‬א ‪0‬ن‪LG‬אא‪8G‬אسא‪sZ+OL‬ن‪%+._ 9+O‬א‪،¤ 5‬و‪FL-‬‬
‫א ‪2.?2O8812 ~$!6Uy‬ذ‪LG ¥+U%F‬אא‪$6O8‬א‪p6‬אم‬
‫א ‪Sa+‬א ‪،2 !) $3‬وא‪i‬א !‪2‬א‪8518X‬م ‪ Ka‬‬
‫ ‬
‫א א‪ W2 3‬א א وא!‪ /01‬א*‪ .,‬و‪ ,%-,‬א‪ K‬‬
‫‪8^6O‬ن‪LG‬אא‪ /01 ? W!G ;\.‬א! ع وא*‪6 7‬א‪ 5,‬א!‪ /41‬‬
‫א‪?3/$‬و? ‪ '5: /01‬א?>‪ = 4‬و‪ 9<7‬אم و‪0‬א‪ 9:‬א*‪ 8$ +57‬א&‪ K?2%‬‬
‫‪LGaO‬אא‪D‬א‪Rf‬אول?>?‪5‬א‪ 8P‬א‪7O |+‬א‪aH2+HA‬‬
‫و‪aYOB‬و‪a1591‬א"‪7~R32U6-D2YO‬א‪286‬א‪ K2.A‬‬

R3‫]و‬W,1$uB7O |+ 6¡7K‫ א‬.$O51>?sY‫א‬Rf‫א‬aO‫و‬

!-،2.A‫א‬286‫א‬7~D2.A‫א‬R38‫אمא‬p6UF‫ذ‬2H‫مو‬A‫א‬
$6Oa69‫א‬8UX‫א‬7‫א‬89j‫وא‬s5 6 ‫א‬2Uu6‫א‬RB‫ א‬.1‫وذج‬7O |Rf‫مא‬5O
K% ]W,6‫א‬
7
O |+‫אمא‬p6U286‫א‬R32U6-2f-@81Dً!a.‫א‬O
‫]ًא‬V‫و‬،4s5 6 ‫א‬2Uu6‫א‬2f-‫و‬2 ‫]א‬W,1RB‫ א‬.2; .DFL-‫و‬،2+HA‫א‬
‫אא‬LG‫ א‬HRPfO،‫א‬LKK2f 6p ‫مא‬A‫א‬R38Us.A‫]א‬W,6‫א‬$uB2H
?/‫ د‬C‫ א‬+05‫ א‬D E ‫ذج‬H‫א< و‬0@‫ א א‬-A‫?א‬WU‫ص‬j‫אאدسא‬U
K .‫אאول‬U%1‫ א‬H\^!-

K‫ א א‬2.,*‫ א! ذج א‬0I! WJ3‫א א‬

‫ذج‬8!+‫& א‬+\. +R;R-‫ول‬+6O‫ل‬8;2¢\.‫אא‬LG‫ن‬8^6O
R;‫?و‬9<70‫?א‬R;‫?و‬9<7 ‫?א‬R;‫?و‬970&‫ وא‬K$.&‫?א‬WR;WsG‫و‬s1=‫א‬
K?@‫א‬0‫ א‬/MN‫ وא‬KK"@0‫?א‬R;‫?و‬2%&‫?א‬
/¦Ds1=‫ذجא‬8!+‫& א‬+\. +R-‫ אزدو‬U?>?‫אא‬LGaO
‫;د‬A‫א‬2f-‫و‬K+‫א‬R ‫א‬3V‫و‬7f&$O51 n- O‫و‬K2 !"‫قא‬fV?‫و‬
‫ ق‬o‫و‬sGK8‫لא‬1=‫א‬2!G‫دوو‬R38‫א‬R;/ <OK2 !"‫א‬/¦‫א‬Da+.
R38‫ ق‬96O$W،%3V‫ن‬1z.2.A‫א‬286‫א‬7~D%.‫א‬p6‫א‬
،2 !"‫قא‬fV‫وא‬/¦DG‫ودو‬a+.R-‫و^ل‬3V‫و‬2O]G!w‫لא‬1=‫א‬
D.KE ]Z‫א‬F ‫ وא‬2O 56‫لא‬1=‫א‬R3‫]אًو‬VRf‫אא‬LGD‫ول‬+6O‫و‬
\.‫و‬،a1=!6‫وא‬،a3+U}B\.R3 ‫א‬3j‫ ض‬6;?9< 70‫?א‬R;
‫]ًא‬V‫و‬،$|+6‫א‬7u1‫א‬r‫}א‬B\.‫و‬،a!|+1‫ ق‬o‫و‬،2{‫א‬8 }B

s5 6 ‫א‬2H@86U?2%&‫?א‬R;+O‫و‬K2U66 ‫א‬7 9‫א‬7u1‫א‬r‫א‬2B\.

R.‫א‬8$G‫]و‬G!w‫א‬23nu6U+O!-،aB¦‫و‬2.A‫א‬7!"‫قא‬fVU
R©fO‫و‬2K‫א א‬2OLZ6 0 ‫ قא‬96;‫אא‬LG\.]V‫א‬Rf‫א‬D.K23nu6‫א‬
g‫وא‬SG+ ‫وא‬G <‫و‬aYURHR3 ‫א‬d8sG‫و‬2 !"‫قא‬o‫א‬RH.d8
‫ ق‬9‫א‬$G0 ‫مא‬5O‫و‬،KKR3 ‫جא‬6‫א‬U.d8$W،a;2.p6 ‫א‬2Y)‫א‬
K6V=‫א‬+a6; .sZ+OX‫א‬23 ‫& א‬+‫وא‬R3 ‫א‬6V‫א‬D2.p6 ‫א‬
a6‫א‬U.2.p6 ‫א‬d8)‫]אًא‬V‫و‬،2 !"‫]א‬+Wd8) ًW‫ ض‬6O‫و‬
K28+‫א‬d8)‫وא‬25O.A‫א‬2!^‫א‬d8)‫א‬F‫ذ‬D0 ‫ولא‬+6O‫و‬2 !"‫א‬
U%1‫ א‬H\^‫و‬،‫وאدس‬sY‫אאولوא‬UًU‫אאא‬LG‫ א‬HsZ+O
K‫אولوאدس‬U‫א‬

K‫ و א א‬$/$O‫ אم א‬W"+‫א‬0‫א א‬

P‫א‬$Q7‫א א‬R‫ و‬$/$O‫ אم א‬S<.T?W!G ;\.‫אא‬LG‫ن‬8^6O‫و‬
K?$/$O‫ אم א‬U /‫ د‬C‫= א א?و? א א א‬
DQ‫ودو‬Ow‫مא‬A‫א‬3V\‫אول‬% ;D‫אא‬LGd)6O
Da.‫א‬p6‫א‬2f-‫و‬Ow‫مא‬A‫א‬R3‫و‬$G$O51z.،2.A‫א‬7!"‫א‬
$56URf‫אא‬L Gsa6+O‫لو‬5+‫א‬014‫א‬7.‫א‬p6‫و\א‬2.A‫א‬7!"‫א‬
K2‫و‬rÂ‫א‬2.A‫א‬7!"‫א‬
286‫א‬7~‫אم‬p6‫א‬2f-$O51 n-];‫אא‬LG\.sY‫א‬Rf‫א‬.
$O56URf‫א‬0 ‫א‬$6k‫و‬،a‫א‬8‫ אز‬U?z.Ow‫مא‬A‫א‬Dً2O‫د‬8‫א‬
K2.A‫א‬7!"‫א‬QLGRY ‫ذج‬
‫‬ ‫‬
‫‪RPfO‬א ‪0‬ن‪ H$61‬א‪LG‬אא‪8^ً.V‬ن*‪ H$61. V‬א‪D%1‬א^‪K6‬‬

‫‪8-2BD.‬نא‪AUً+.¤5‬مא‪ H%+^!;Ow‬א‪UًYW%1‬א‪U‬אول‬
‫وא‪ Ki.j‬‬
‫ ‬
‫א א‪ WVA‬א‪ -A‬א א@‪0‬א< و‪H‬ذج ‪ D E‬א‪ +05‬א‪ C‬د‪K/‬‬

‫‪?W!G ;R!<O‬א‪ -A‬א א@‪0‬א< א א?و?‪H‬ذج ‪D‬‬
‫‪ ،0‬‬
‫א‪ +05‬א‪ C‬د‪+6O?/‬ولא‪Rf‬אولא‪89j‬א‪7‬א‪ KA‬א‪ H8! R e\.23‬‬
‫‪$!1>?،7‬א<وא‪6V‬‬
‫و‪Oe>?،2 ^<! Oe‬א‪G‬אوא=‪r‬א‪ u1‬‬
‫א‪،64‬و‪Oe‬א‪]G!w‬א ‪،2;a6‬وא‪<6-‬א‪8‬א‪R.‬א‪ V‬א‪،29‬وא‪6V‬‬
‫א‪R38‬وא‪8+5‬א‪7‬א=‪،21‬و‪$!1‬א ‪Oe>?،R3‬א ‪n‬א‪2‬و‪2f-‬א"‪8‬ل‬
‫ ‪،a‬و‪ .‬وאً‪$ U‬א‪w‬و‪2‬و‪1‬א‪A‬دאوو@‪89Vz‬א‪7‬א‪،Lf+6‬وא‪ K$56U¥a6‬‬
‫‪.‬א‪Rf‬א‪ n-];]V‬א‪2U u6‬א‪8‬د‪!+U2 Ym2O‬ذج~‪2O8817‬‬
‫?‪2H2.‬و‪U2YOB‬אً‪2 ;H2 ~\.‬א‪286‬א‪8‬د‪2);^ 2O‬א ‪p‬א‪،7‬‬
‫و‪ .‬وאً! ‪2‬א‪6‬אدאم ^نوא ‪،\-‬و~ ‪2‬א‪9 ].‬ن ‪05Y6‬א)‪s‬‬
‫‪،‬وא"! ‪2‬א‪2.A‬א‪gO6 2+o8‬وא‪8‬د‪،‬وא‪7!"U¥a6‬א‪2+o8‬א<‪2 .‬‬
‫ ‪86‬و‪2‬א‪2+.‬وא و‪ K2O‬‬
‫‪sZ+O‬ن‪ H$61‬א‪LG‬אא‪UًW‬אאول‪% ;2&V،‬אول‪.،‬‬
‫א‪Rf‬א‪sY‬א ‪2U u6U_ 6‬א‪8‬د‪ H\^!;2O‬א‪DR; V*%6fU%1‬א^‪ K6‬‬
‫ ‬
‫و‪R.*،ًT‬ن‪8-‬ن‪H‬و;‪G_5eD:5‬אא^‪6‬وא‪8&8‬ل‪Q]G!w‬‬
‫א ‪]V%; 2;a6‬א‪\.z!w‬א‪6‬ذوא‪،g9‬وא !‪7!"$‬א‪286‬‬
‫א‪2.A‬א‪R.*!-K2+HA‬ن‪LG$aO‬אא^‪ ;\.sD6‬אغא‪DQ‬א ^‪26‬‬
‫א‪2.A‬א ‪8@8 ،2U‬ع‪-‬نو=زאلو|‪+{=2!a.7&8VR!ªR‬‬
‫‬
‫‪Da+‬א‪86‬א&‪R‬א‪،sA‬ذ^‪8G$‬א‪+HA‬ع‪،‬و‪R‬א! ‪7‬א‪!-1I2+HA‬‬
‫‪ 65.،ً5U:-‬א«‪2‬א ‪2‬א‪ fU2&j‬د‪8O‬א‪DaaK‬א‪:‬وא ‪u‬‬
‫وא ‪2‬وא‪R38‬א‪2.A‬א ‪2‬א‪7 !:)@RU،2&j‬دو‪912‬د ‬
‫ذ‪D2&V،+G‬ز‪\.‬א‪2O 5‬א^‪}B،28‬א=‪1‬لא‪،Pf‬و‪LGR‬אא^‪6‬‬
‫‪QLG2; .DO‬א! ‪7‬وא‪GU+6‬אא אد‪8،a55e‬א‪&:-‬د‬
‫‪ ;7aK\.‬د‪2O‬م(‪2‬و‪ K21.‬‬
‫ ‬
‫أ‪.‬د‪ /‬ﻋﺒﺪاﻟﻠﻄﻴﻒ دﺑﻴﺎن اﻟﻌﻮﻓﻲ‬

‫رﺑﻴﻊ اﻵﺧﺮة ‪١٤٣٣‬ﻫ ـ‬

‫אو‬
‫إﻫﺪاء ‪ ........................................................................‬ﻫـ‬
‫ﻣﻘﺪﻣﺔ ‪ ........................................................................‬ز‬
‫اﻟﺒﺎب اﻷول‪ :‬ﺣﻤﻼت اﻟﺘﻮﻋﻴﺔ اﻹﻋﻼﻣﻴﺔ‪ :‬اﻷﻧﻮاع واﻟﻌﻼﻗﺎت‬

‫اﻟﻔﺼﻞ اﻷول‪ :‬ﻣﺎﻫﻴﺔ اﻟﺤﻤﻠﺔ اﻹﻋﻼﻣﻴﺔ وأﻧﻮاﻋﻬﺎ وﻣﻨﺎﻫﺠﻬﺎ ‪٣ ........................‬‬
‫اﻟﻔﺼﻞ اﻟﺜﺎﻧﻲ‪ :‬اﻟﺤﻤﻼت اﻹﻗﻨﺎﻋﻴﺔ وﻋﻼﻗﺘﻬﺎ ﺑﺎﻻﺗﺠﺎﻩ واﻟﻘﻴﻢ واﻟﻤﻌﺘﻘﺪات واﻟﺪواﻓﻊ ‪١٧ .‬‬
‫اﻟﺘﻤﺎرﻳﻦ واﻟﺘﺪرﻳﺒﺎت ‪٤٣ ...........................................................‬‬
‫اﻟﺒﺎب اﻟﺜﺎﻧﻲ‪ :‬ﺣﻤﻼت اﻟﺘﻮﻋﻴﺔ اﻹﻋﻼﻣﻴﺔ واﻟﻨﻈﺮﻳﺎت اﻻﺗﺼﺎﻟﻴﺔ وﺗﻄﺒﻴﻘﺎﺗﻬﺎ اﻟﻌﻤﻠﻴﺔ‬

‫ﻣﺪﺧﻞ‪ :‬اﻟﻨﻈﺮﻳﺔ اﻻﺗﺼﺎﻟﻴﺔ ‪٤٩ ......................................................‬‬
‫اﻟﻔﺼﻞ اﻟﺜﺎﻟﺚ‪ :‬ﻧﻈﺮﻳﺎت اﻹﻗﻨﺎع واﻹﺳﺘﺮاﺗﻴﺠﻴﺎت اﻟﺘﻨﻈﻴﺮﻳﺔ اﻟﺤﺪﻳﺜﺔ ‪٥١ ................‬‬
‫اﻟﻔﺼﻞ اﻟﺮاﺑﻊ‪ :‬ﻧﻈﺮﻳﺎت ﺣﺠﻢ اﻟﺘﺄﺛﻴﺮ ﻓﻲ وﺳﺎﺋﻞ اﻹﻋﻼم وﻣﺮاﺣﻞ اﻻﺳﺘﺠﺎﺑﺔ ﻟﺪى اﻟﻤﺘﻠﻘﻲ ‪٧٩‬‬
‫اﻟﺘﻤﺎرﻳﻦ واﻟﺘﺪرﻳﺒﺎت ‪٩٧ ...........................................................‬‬
‫اﻟﺒﺎب اﻟﺜﺎﻟﺚ‪ :‬ﻋﻨﺎﺻﺮ اﻟﻨﻤﻮذج اﻻﺗﺼﺎﻟﻲ ﻟﺤﻤﻼت اﻟﺘﻮﻋﻴﺔ اﻹﻋﻼﻣﻴﺔ‬

‫اﻟﻔﺼﻞ اﻟﺨﺎﻣﺲ‪ :‬اﻟﻌﻨﺼﺮ اﻷول‪) :‬اﻟﻤﺼﺪر واﻟﻤ ِ‬
‫ﺮﺳﻞ( ‪١٠١ ............................‬‬ ‫ُ‬
‫اﻟﻔﺼﻞ اﻟﺴﺎدس‪ :‬اﻟﻮﺳﺎﺋﻞ ‪١١٣ ......................................................‬‬
‫اﻟﻔﺼﻞ اﻟﺴﺎﺑﻊ‪ :‬اﻟﺮﺳﺎﺋﻞ‪١٥٣ ........................................................‬‬
‫‬
‫‬ ‫‬
‫اﻟﻔﺼﻞ اﻟﺜﺎﻣﻦ‪ :‬اﻟﻤ ِ‬
‫ﺘﻠﻘﻲ ‪١٧٩ ........................................................‬‬ ‫ُ‬
‫اﻟﻔﺼﻞ اﻟﺘﺎﺳﻊ‪ :‬اﻟﺮﺟﻊ )اﻟﺘﻐﺬﻳﺔ اﻟﺮاﺟﻌﺔ( ‪١٩٣ .........................................‬‬
‫اﻟﺘﻤﺎرﻳﻦ واﻟﺘﺪرﻳﺒﺎت ‪٢١٩ ...........................................................‬‬
‫اﻟﺒﺎب اﻟﺮاﺑﻊ‪ :‬اﻹﻋﻼم اﻟﺠﺪﻳﺪ وﺣﻤﻼت اﻟﺘﻮﻋﻴﺔ اﻹﻋﻼﻣﻴﺔ‬

‫اﻟﻔﺼﻞ اﻟﻌﺎﺷﺮ ‪ :‬ﺧﺼﺎﺋﺺ اﻹﻋﻼم اﻟﺠﺪﻳﺪ وﻣﻴﺰات اﺳﺘﺨﺪاﻣﻪ ﻓﻲ اﻟﺤﻤﻼت اﻹﻋﻼﻣﻴﺔ ‪٢٢٥..‬‬
‫اﻟﻔﺼﻞ اﻟﺤﺎدي ﻋﺸﺮ‪ :‬ﺣﻤﻼت اﻟﺘﻮﻋﻴﺔ اﻹﻋﻼﻣﻴﺔ اﻟﺴﻌﻮدﻳﺔ ﻋﺒﺮ اﻹﻋﻼم اﻟﺠﺪﻳﺪ‪٢٦٣ ....‬‬
‫اﻟﺘﻤﺎرﻳﻦ واﻟﺘﺪرﻳﺒﺎت ‪٢٧٦ ...........................................................‬‬
‫اﻟﺒﺎب اﻟﺨﺎﻣﺲ‪ :‬اﻟﺨﻄﻮات اﻹﺟﺮاﺋﻴﺔ وﻧﻤﺎذج ﻟﻬﺎ ﻣﻦ اﻟﺘﺠﺮﺑﺔ اﻟﺴﻌﻮدﻳﺔ‬

‫ﻣﺪﺧﻞ ‪٢٨١ ........................................................................‬‬
‫اﻟﻔﺼﻞ اﻟﺜﺎﻧﻲ ﻋﺸﺮ‪ :‬اﻟﺨﻄﻮات اﻹﺟﺮاﺋﻴﺔ ﻟﺤﻤﻼت اﻟﺘﻮﻋﻴﺔ اﻹﻋﻼﻣﻴﺔ ‪٢٨٣ ...............‬‬
‫اﻟﻔﺼﻞ اﻟﺜﺎﻟﺚ ﻋﺸﺮ‪ :‬ﻧﻤﺎذج ﻣﻦ اﻟﺘﺠﺮﺑﺔ اﻟﺴﻌﻮدﻳﺔ ‪٣١٣ ...............................‬‬
‫اﻟﺘﻤﺎرﻳﻦ واﻟﺘﺪرﻳﺒﺎت ‪٣٨٨ ...........................................................‬‬
‫ﻣﻌﺠﻢ اﻟﻤﺼﻄﻠﺤﺎت ‪٣٩١ ...........................................................‬‬
‫اﻟﻤﺮاﺟﻊ ‪٤٠٣ ......................................................................‬‬
‫ﺛﺒﺖ اﻟﻤﺼﻄﻠﺤﺎت‬
‫‪ ٤١٥ ...............................................‬‬ ‫‪– W‬‬
‫و ً‬
‫– ‪ ٤٢٦ ................................................‬‬ ‫ ً‪W‬‬
‫ﻛﺸﺎف اﻟﻤﻮﺿﻮﻋﺎت ‪٤٣٧ ..........................................................‬‬
‫ ‬
‫ﺍﻟﺒﺎﺏ ﺍﻷﻭﻝ‬
‫ אو א‪ :‬א وאع وא ‬

‫ ‬
‫• اﻟﻔﺼـ ــﻞ اﻷول‪ :‬ﻣﺎﻫﻴـ ــﺔ اﻟﺤﻤﻠـ ــﺔ اﻹﻋﻼﻣﻴـ ــﺔ‬
‫وأﻧﻮاﻋﻬﺎ وﻣﻨﺎﻫﺠﻬﺎ‪.‬‬
‫• اﻟﻔﺼـ ـ ـ ــﻞ اﻟﺜـ ـ ـ ــﺎﻧﻲ‪ :‬اﻟﺤﻤـ ـ ـ ــﻼت اﻹﻗﻨﺎﻋﻴـ ـ ـ ــﺔ‬
‫وﻋﻼﻗﺘﻬـ ـ ـ ــﺎ ﺑﺎﻻﺗﺠ ـ ـ ـ ــﺎﻩ واﻟﻘ ـ ـ ـ ــﻴﻢ واﻟﻤﻌﺘﻘ ـ ـ ـ ــﺪات‬
‫واﻟﺪواﻓﻊ‪.‬‬
‫• اﻟﺘﻤﺎرﻳﻦ واﻟﺘﺪرﻳﺒﺎت‬
‫‪١‬‬

‫ﺍﻟﻔﺼﻞ ﺍﻷﻭﻝ‬
‫و‬ ‫ووא‬ ‫אא‬

‫نאא אن‬Rogers and Storey‫زو‬ ‫ و‬
W'( !"#$%‫א" د‬
K‫د‬+./0 ,+ ‫ ن‬-١
K203456 ‫نن‬-٢
K‫د‬+.89‫ و‬,‫ن ن‬-٣
W>!6? @ =A;<=‫ن‬-٤
KERogers and Storey,1987,PP. 818-821F
W ‫א"! א‬D‫ذ‬F< 3 GH ‫و‬
KI+,‫وא‬89‫א‬+ +JKA‫ א‬L‫ س‬9A 6 -١
KOP‫א‬Q? $%‫لאא" د‬N‫ن‬-٢
KOP‫א‬%+V S‫א‬TU‫א‬O‫א‬I‫א‬+(TKS!‫ن‬-٣
‫و د‬X=A;$% 0'(‫ א א‬LW‫و‬
L+S‫و‬Y"89‫دو‬+.I+(ZUJ[\6<V ‫!>]و‬6
K%‫د‬+.2( 4
٣
‫ א א‪W‬א אعوא ‬ ‫‪٤‬‬
‫و‪ً@ abWA، !( cA6‬ننא _‪$WA<#،203‬‬

‫א‪<HLd‬نن _‪،2e‬ون ‪g($%2e? ;Ff3‬א‬
‫א_א‪،20‬ون‪T‬א‪+ #‬ج‪+"0L،‬ن ‪+ +jT‬א_א‪hUi‬د‪[h#‬‬
‫ ‪T %2e? ;56TSl UN،‬א ‪(/Sn 6W‬א‪mg,=i‬א_ (‪2‬‬
‫و‪" o2 "ZL‬א‪VfK‬א_ (‪، 2‬وא‪+! n =AIq‬א‪$p +‬‬
‫א ‪F'Us ir‬א ‪،E<0sU Sir‬و"<‪<=Lt 0T(+n‬א?א א‪ A3‬‬
‫<‪WhV ho+ +j‬و‪[3‬אل‪ KW6‬‬
‫ ‪+ 203456W‬אً‪F/"h ،‬א ‪s ir‬‬
‫أﻧﻮاع ﺣﻤﻼت اﻟﺘﻮﻋﻴﺔ اﻹﻋﻼﻣﻴﺔ‬

‫‪J‬وא‪f‬אوא‪ i‬و و‪?v‬א!> ‪L‬‬
‫‪2u3‬אً ‪$OSA‬א?א‪ h‬‬
‫و‪2w‬ذ‪$D‬א?א‪ ZXNq‬א‪y/Snz Qd‬عא ‪،‬و‪Tw #‬‬
‫}‪ A !A‬ن‪G!h‬אو‪ #‬ن‬
‫‪a$‬ع(‪mg‬א‪? Si‬و‪% u3‬א{‪+‬א ‪| 6،‬‬
‫‪/Sn- A‬א‪ - !I+,‬ن‪ u3‬د‪9‬و‪!ً} h 6 u3‬عא‪hUi‬د‪،‬و"<(‪T‬‬
‫‪A‬אعא?א א‪/Sn‬א‪ W'(I+,‬‬
‫‪ -١‬اﻟﺤﻤﻼت اﻹﺧﺒﺎرﻳﺔ‬
‫‪T‬א?א‪ h # 0o‬ل‪~"#‬א‪? "i‬א א‪K ,‬‬
‫و(‪ L+‬א ‪ 0o6(bV‬א‪'Us i‬و‪، +n W6‬و‪+J‬א‪ Oy‬‬
‫‪ً203ً X9T‬א‪$‬א! س‪،‬ون(‪mg‬א!‪$‬א? د‪،%2h9%‬و}‪ j‬ج‬
‫ ‪56 , h‬א! س‪$ u3#‬ذ‪]o<aF ( 3‬وא‪y‬د‪،Z 9‬و‪mg(+ !A6‬‬
‫א‪$‬א?‪ ##T،‬אزא‪ U‬אא?وא‪>Ad‬אא_‪، %+ +‬وא‪V X‬‬
‫א‪F/ q‬א_" ‪، L‬و‪ u‬لذ‪D‬ن!א‪+‬وא‪+0‬אل א‪9‬‬
‫‪"#‬و‪، o9‬ون‪U‬م‪ K o%2"S#%2"S< +"#‬‬
‫‪٥‬‬ ‫אאو אو‬
‫‪ -٢‬ﺣﻤﻼت اﻟﺼﻮرة اﻟﺬﻫﻨﻴﺔ‬

‫א"! د‬ ‫‪?v-ًH -FSN‬א"‪? 9‬א" وא?א‪،‬و‬
‫‪١٩٩٣F‬ص‪ yE٢٣١،‬و‪%‬א‪ h9‬א‪T‬א?א‪g(F‬אא!ع‪$‬‬
‫א?‪ U L،‬ل‪<0F‬א‪ ui‬ل‪W‬א?א‪?J‬א‪ 0o‬و‬
‫א‪، !9‬و(! ['א‪@#Gi‬قא‪?vT‬א‪%h‬א‪g(F!(g‬אא!ع‬
‫‪$‬א?؛‪d‬ن‪<3‬א?א‪U X# od‬و‪6?v'( o‬‬
‫و" ‪+{S‬م‪ L‬א‪"i‬وאא}‪، h‬ل‪56‬א‪ !#،I+,‬‬
‫?‪،‬و‪+9‬‬
‫}‪@6$‬ق‪?v‬א‪h‬א‪F!(g‬א‪Ad‬אعא‪$ od‬א ‬
‫} ( ?وא‪،S‬و‪}+9‬‬
‫ن‪?v‬א‪h‬א‪ !96!(g‬אد! ‪2e‬א ‬
‫ن‪K !96‬و(‪g‬אא!ع‪?v$‬א‪2w%h‬א‪T !9‬א‪+‬ووא‪،%=!i‬‬
‫_دא‪ g#q‬א‪'y i‬وא‪ ,g0Iq‬א ‪ y‬‬
‫‪ S[!#G " #‬و‪ #‬‬
‫وא‪،<0USi‬و ‪+U‬م(‪g‬אא!ع‪$‬א?א‪+‬ولو‪، S‬وא‪?=!i‬و‪ S9‬‬
‫= ‪FyI+S،9‬א_ (‪2‬א" وא‪،L+Si‬و د‪+{S %‬مو ‪<V‬‬
‫א}‪ h‬لא_ (‪/3$ 2‬و‪GJ‬و‪!9‬א?و[‪ h A f‬ل ‪ V‬‬
‫‪F‬א"! د‪،١٩٩٣،‬ص‪ KE٢٣١‬‬
‫‪ -٣‬اﻟﺤﻤﻼت اﻟﺘﻌﻠﻴﻤﻴﺔ‬
‫‪g(T‬אא!ع‪$‬א?‪#‬א ‪'Us ir‬و" [‪+.? "W‬د‪ ً0 w،%‬‬
‫ن ‪،W%+ +‬وא‪ !96/w }- !(- #TV U‬عא ‪'Us ir‬و‪2e‬א (‪W‬‬
‫‪T"(W60h <L،Y"z'a‬א ‪'Us ir‬و‪nm2h0‬ل‪+.z a‬د‪<u، %‬‬
‫‪[3‬א‪ $ 9‬ض"‪،Y‬و‪[3‬א‪z !I h‬אאא‪،"0X‬وא‪، =0‬‬
‫‪،D‬و‪g,"0@K!3‬אא!ع‪$‬‬
‫‪? A H[ 3‬وא‪f,‬א?א‪yd‬و ‪W# a‬ذ ‬
‫א?‪2e++9‬א?א} ( ?وא‪? L h‬א‪،YU3S‬و ن(‪g‬א‬
‫א אعوא‬W‫ א א‬ ٦
Z0XY#
ً V nGU ‫'ن‬Us ir ‫א‬I " +!،z u3?‫א‬$‫א!ع‬
Z0X‫אא‬g(T U @$q‫'[א‬Us ir ‫( <א‬tXi‫א"<א‬g[!‫و‬
KE٢٣٢‫ص‬،١٩٩٣،‫א"! د‬FKg[!‫وא‬
‫ اﻟﺤﻤﻼت اﻹﻗﻨﺎﻋﻴﺔ‬-٤
،g [!‫وא‬Th‫א‬X{W n‫و‬W#"h#?‫א‬$‫אא!ع‬g(‫ ز‬
/w +9‫و‬،? 3S‫وא‬،? ( }‫א‬2e#‫م‬U ‫אن‬FTV U‫א ولא‬g
?‫א‬+KS‫و‬،%‫ د‬H?v‫ م‬G"H}Fn (f f"‫א} ( ?و‬T+
2e$<f f"‫وא‬T+‫نא‬LDa‫ون‬+#‫و‬،'Us N +J
I+,‫ً نא‬0 wg‫وא‬،S‫א‬2e$<m‫و‬+#(g‫א‬m }‫א‬
$2u3‫א‬FTV U‫א‬+ + 9‫و‬، !9‫?א‬J'V !‫وא‬،' d‫א‬
$‫אא!ع‬g(‫و‬، S‫א‬2eW"0 ‫ذא‬6،m }‫א‬2e$%+V L}WA‫ ن‬nd‫א‬
?‫لא" دא‬n !96?vTh56‫ ج‬J!L،% ‫א‬W ‫<و‬3<= ?‫א‬
Th‫ ج‬3،y ‫ وא‬، ge‫وא‬،‫ אض‬d #Z" Lz‫א‬Jh‫א‬
'@ "‫و‬Yo+‫<א‬u،S‫א‬3S‫لא" دא?א‬n !966?v
KKKKD‫ذ‬W# a ‫א?و‬+{i‫א‬
56‫ ج‬j Ad‫؛‬t ‫אא‬g ( ! (?‫א‬$‫אא!ع‬g(‫ن‬6
F%‫ د‬9 ‫א‬XoO4‫نن‬# 0}‫א‬god‫א‬/ ًH ‫و‬،Z9+‫א‬X{‫א‬
‫אع‬Ad # A U$} #"h‫א‬mg(‫و‬،
K!‫א‬56 U @go‫ن‬
(‫א و‬+{‫א‬% u3 od‫א?א‬f0 A 3،?‫א‬$ od‫א‬
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hL$}، ‫א‬A‫א?و‬mg(‫(! ن‬nA‫! ن‬/ $
8;+A‫א‬+9‫א?و‬$‫ع‬A$ u3‫و د‬nA+UL،S‫א‬mg#ًV‫دא‬
٧ ‫אאو אو‬
<0F!96"?v !L، !9‫ א?א‬o،%+n‫وא‬v

+J3ًV‫دא‬TSU‫אא‬g(go‫م‬+/ ‫א‬g، !96 0o6‫و‬، ‫ د‬a6‫و‬،‫ ل‬ui‫א‬
K o‫عٍو‬AY#< L

‫ﻣﻨﺎﻫﺞ اﻟﺤﻤﻼت اﻹﻋﻼﻣﻴﺔ‬

!('[!، ‫א?א‬+{Si‫א! ذجא‬$ + +"‫(! א‬

Social ‫ﻧﻤــﻮذج اﻟﺴـﻴﻄﺮة اﻻﺟﺘﻤﺎﻋﻴــﺔ‬W‫ول‬d‫א!ذجא‬W'(‫" ذج! و‬#T +U#
Wp u‫א!ذجא‬،Traditional Model ‫اﻟﻨﻤـﻮذج اﻟﺘﻘﻠﻴــﺪي‬W'A u‫א! ذجא‬،Control
‫ﻧﻤـﻮذج اﻟﺘﺴـﻮﻳﻖ‬W ‫ًא‬2o‫و‬،Communication influence process ‫ﻋﻤﻠﻴـﺎت اﻟﺘـﺄﺛﻴﺮ اﻹﻋﻼﻣـﻲ‬
‫א! ذج‬mg,ًXS0ًn a‫م‬+UA' L‫و‬KSocial Marketing Model ‫اﻻﺟﺘﻤــﺎﻋﻲ‬
W ‫א‬+{‫[א‬3‫و‬
Social Control ‫ ﻧﻤﻮذج اﻟﺴﻴﻄﺮة اﻻﺟﺘﻤﺎﻋﻴﺔ‬-١
T"‫א‬W'(‫و‬The three E,sEf 6Fu #- ًH –‫אא!ذج‬g(FS
!+j 3Enforcement‫ن‬A U‫ ضא‬L‫و‬،Engineering+!,‫وא‬،Education
KEKurithF23
‫א‬+hU#I+ Sir ‫א_א‬56p0Nq‫" ?א‬i‫א‬T" #+hU ‫و‬
Szf_‫אא‬g(]" ‫و‬، ( ‫ ! و‬9‫[א‬3‫ و‬# 0‫=و‬i #
K6
Environmental '
0‫א‬G‫א‬W#‫د‬hUi L'+!,‫א‬zf_‫'(א‬A u‫א‬zf_‫ א‬
KI+ Sir ‫א‬K (2L‫و‬،=i # ‫ ?א‬A ‫א‬f‫و‬modification
? "‫אمא‬+{ #'AA U‫ [ ضא‬#FSir ‫وא‬p u‫א‬zf_‫א‬F !"N‫אو‬g(
$ f_‫نא‬l LO0X #،O 9‫ضאא‬F‫א‬g[!‫אز‬AA U‫ ?א‬#U"‫وא‬
‫א אعوא‬W‫ א א‬ ٨
‫م‬UA‫ ن‬3،‫ אא‬L<o+$l ‫و‬Y6 S !(p u‫'وא‬A u‫א‬

!" ‫وא‬dT(g[!‫م‬+ nT( >!q‫ ?א‬#U" #_‫א‬#
<‫א"א‬mg($ u3$+J $‫و(! אم‬، =i‫א‬Fz HU #Z"
'(‫ ص‬o<=# ! $KKًuEvaluationTU‫א‬$+J ‫ن‬3u‫א‬
KEf 6Fu‫א‬
z !0‫'وא‬AA U‫א?א ذא?א[ ضא‬mg(F<+3‫ق‬SA‫و‬
$?v$Y nd‫"~א‬#Jh‫א‬%‫وزא‬W#‫م‬U ،'0‫'א‬+!,‫א‬
I 3<=#‫ ل‬hd‫א‬2L#Jh‫א‬%‫موزא‬Upn‫@[ ل؛‬T"X‫(א‬
‫ د‬a#%‫مאزא‬U 3،E'+!,‫א‬Z=‫א‬FL 3‫[ ?א‬Si‫=[ ?وא‬Si‫א‬
9T"X‫א‬W ‫ د‬g‫وא[" لא‬+‫وא‬T"X‫אא‬g((#T‫و‬Y!@‫א‬i‫א‬
F‫ل‬h‫[א‬3 H #WS[A89‫א‬%‫مאزא‬UًH ‫و‬،‫ אض‬d‫א‬$<[X‫א‬
Iq‫א‬AA U‫=?א‬i‫ ?وא‬#U"‫א‬T,Y0‫و‬،Y!@‫" ?א‬X‫א‬mg(
‫א[ ض‬Za ،KE'"‫א‬Z=‫א‬F?‫א‬X‫א‬mg,T 0‫مא‬+ nTy¡"
<[X‫א‬z X6‫ددون‬i‫א‬%‫ د‬a<[X‫(<א‬TS‫م‬+"3،WS[At U"‫א‬L'AA U‫א‬
z +‫א‬56<h +9 d‫ א‬A !A6<#،Eً‫ א‬o‫ א‬U‫אא‬g('eF‫" ?אز‬X‫א‬
'‫ و‬o +!Ei‫א‬
V !‫א‬Z@ !i‫ وא‬U‫ א‬oF% ‫א‬56<[X‫א‬+‫وא‬
KW"X< $'Jh‫א‬f3 W[@ Hn# d‫א‬
،I‫א‬+(ًUUj‫ًو‬n ‫ ذجא?א‬u3$‫אא!ذج‬g(]"
? yi‫א‬$‫ًא‬2u3+ !A6‫و‬،‫ ?א?א‬y<h }W!‫و‬
<#، 'AA U‫<א[ ضא‬J} ‫ د وא‬L? ¢£ "q‫אא‬
K !9‫א" ?א‬F+" 56‫ ج‬j
‫‪٩‬‬ ‫אאو אو‬
‫‪A Traditional Model‬‬ ‫‪ -٢‬اﻟﻨﻤﻮذج اﻟﺘﻘﻠﻴﺪي‬

‫‪g(+0 E‬אא!ذج‪y( 3-‬א=<‪2 #-E١F T9‬א‪ hUi‬د‪،‬‬
‫و(‪g‬א‪+SN‬ل‪o$W‬لא‪+(d‬א‪I‬א‪<09s $yi‬א‪ !# UUjF!SThi‬‬
‫א‪،‬و د‪ %‬نא‪+(d‬א‪- !(–I‬د‪U9‬ووא‪<=# UF!S FnJy‬‬
‫د‪ A+"#Z9‬א‪ 3LK‬ن(‪I+‬א(א_א ‪#(#I+ Sir‬‬
‫‪#-/‬ذنא‪-¤‬א‪$ 9‬‬
‫א‪f‬אموא‪+‬وא‪ g‬د ‪ vW‬א‪ZV S‬وא א‪ 3‬‬
‫אאد‪g،‬א‪ 3‬ن‪f‬אً‪F‬א‪Thi‬ن " ‪g(I‬אא‪+‬و ‪+‬אً‪،‬و}‪$+#‬و‪Oy‬‬
‫‪%+9 +ih‬א‪mg(OL‬א!‪3، "# +!0S‬ن‪UA‬ل‪6‬ن‪L "0SA‬‬
‫א_¡[‪٪٢٥ #O‬و(‪g‬א‪AF+" ،O0X #‬א‪،‬و@ل‪ +‬‬
‫א‪، !f‬و‪gL ho #‬אא‪ U‬س} ‪ U #UL0‬سא‪، "i‬و‪<3<= $‬‬
‫א‪b Ui‬א‪ od‬א‪? ( } #U"i‬وא‪TU‬وא‪/Sn? 3S‬א‪$+hU‬א ‪،‬‬
‫و ‪6‬ذא‪ 3‬ن" ‪ًL‬م @[ًم‪ K§6KKKKKً3‬‬
‫نقاط لإلقالع‬
‫‪ x‬القنوات االتصالية‬
‫العناصر األخرى‬ ‫التأثير‬
‫المنافسة‬
‫التأثير‬ ‫الرسائل‬ ‫الجمھور ‬
‫‬
‫المستقبل‬ ‫‪ x‬الھدف والموضوع‬ ‫المقصود‬
‫الناتج‬ ‫الوسائل‬ ‫االتصالي‬
‫المرسلون‬ ‫ ‬ ‫‪ x‬الجمھور المستھدف‬
‫اﻟﺸﻜﻞ رﻗﻢ )‪.(١‬‬

‫‪ EWindahl and Signitzer With Olson 1989, P106FW‬‬ ‫א!‬
‫ ‬
‫ ‪+J Et‬א!ذج ‪ UA$ً A‬ط¨‪9‬عא‪(Y0 Nq‬א‪? "i‬‬

‫وא‪!U‬א?א}‪ h‬א‪SL !i‬و‪F (2 +‬א‪2uL،'Us i‬אً ‪ A‬ن ‪<V‬‬
‫א?א א ‪<V +J+9WًuK ,H9 !<V #W‬א‪$‬‬
‫א אعوא‬W‫ א א‬ ١٠
%+ %'X"N‫م‬Ld‫ ?وא‬u‫"~א‬#++9$‫و‬،m‫ א‬y‫و‬Yo+‫ א‬Xo

‫"¡ض‬q‫=?א‬i‫<א‬c(g‫א‬f3¡‫<א‬X0‫א‬%+ SFW+9‫و‬،Yo+
f!i‫"א‬#WX# ‫و‬Yo+‫א‬$+J% a 0? A6++9 3،W U @
‫ل‬o‫ ن‬3 ¢2u#‫א'אم‬Oy‫و"<א‬،D‫ذ‬56 ‫و‬KKKz 3g‫وא‬
"‫א‬V H[‫!א?א‬U‫א‬$<V ,‫א‬TKA‫'؛‬
y i‫ نא‬U‫א‬$y i‫!א?א‬S‫א‬
GJh‫ وא‬0=‫א‬O9‫א‬i‫و(! א‬، ? ?‫ | ذא‬N 0q‫وא وא‬
K§6KK ‫?א‬P‫وא‬
‫ذ‬6، ‫ و‬i‫?אאא‬vF-ًH -H9 !i‫<א‬V ‫א‬Z0X!
%+ + % $ًA6D‫ذ‬+"#‫ ن‬f[‫ " ضא‬T، S‫\ @ א‬$+JA+9
‫ ?א‬9 0S‫א‬$+ Jy ª‫ א‬#+( =A+9‫و‬، L S‫א?א‬+9‫و‬
%‫ د‬9‫ دא?و‬X+K‫א‬S0‫ ?א‬u‫موא‬Ld‫א‬++9 3،?‫ א‬S #
?‫<א‬V H9 !<V -O0X #– "4‫و‬،A! S#?‫ א‬S‫א‬
Kt 0=‫א‬$K i‫ א‬o
+j+UL،m 0A}
#Z"q‫א‬D'(SL !i # ‫ א‬od‫א‬XU!‫א‬
/ ،‫א‬gK<9/hA?‫<אذא‬V <" ¢'Us ir ‫א‬m 0A‫א‬tg!"ً‫א‬+n
%+U"!i‫א‬%¡[‫وننא‬، A‫אو‬z+0/ !i‫א‬89‫ א‬o‫א‬Thi‫א‬F
‫א‬+n<hj+9O0X #، _‫سو ?א( مא‬F<>،0 ! L
D‫ نذ‬L !($‫و‬، 6'Ui‫א( مא‬tg 56‫ د‬¢‫א‬z !%KL
/SW ‫[א‬3‫ نو‬0S‫א‬D‫<ذ‬uOH ‫ن‬JThi‫א‬$/X
K‫א ن‬
١١ ‫אאو אو‬
‫ ق‬X‫ א‬H 6OW[ "‫ وو‬Xi‫عא‬yi‫א‬+ +j(‫אא!ذج‬g(Y0

#" ‫د‬G«mg(+ +J‫نא‬LO0X #‫و‬،D‫ذ‬ZUJ+{Si‫א‬
‫ع‬yi‫ نא‬3 3WAL [h#$‫و‬،‫א‬+‫א‬8j‫ع‬yi‫א‬Io # ‫و‬
!"‫א‬8J
0، (4‫אو‬FYV UJy‫وא‬U X#ًLl "N ‫دאًو‬+.
، [ "<S WAL، ‫ و‬i‫?אא‬0S! # ،ًyw<9 od‫א‬
?‫و دא‬T9s O‫}" ض‬%‫ د‬AdD‫ ؛ذ‬9+# L+{Si‫ قא‬Xr ‫א‬+ +j‫و‬
KI+ Sir ‫א_א‬+ U‫و‬
‫אא!ذج‬g(W#+ h
UN‫و‬I+Si‫(! (א_א‬ od‫א‬XU!‫א‬
K‫א‬X‫א‬#W "i‫ א‬Si‫ א‬ge‫و‬،W( ‫وא‬W3< +"‫ אد‬i‫א_א‬
‫<א‬V <0USir ‫א_א‬$ًu ‫א!ذج‬+J E‫ج‬
،W!]3‫و‬I+Si‫א_א‬WS[A(_‫אא‬g(‫ ن‬+UL،Receiving group
K9 =0‫ د وא‬i‫ ?א‬A ‫א‬8A 3 ‫ذא‬6 o،W!<9‫ ن‬+9‫و‬

‫'ن‬LManipulative Factors%‫! و‬i‫وא‬2‫ א<א‬od‫و א"! א‬
'e0! q‫¬א‬V h‫<وא‬V #‫א}( م‬/KL،Y i‫<وא‬V ‫<وא‬V ‫א‬$
¬ ‫و‬،[@ "‫وא‬U"‫} }?א‬
‫ ¬א‬Lz‫א‬، =‫ن‬
_‫א‬T9s O=<V ‫א‬mg(‫نن‬/ ‫א‬g، L0 !i‫ ?א‬K‫א¡א‬
h‫<وא‬L،<
V #‫א}( م‬/ 3،I
‫א‬+(d‫<א‬u®‫ون‬I+Si‫א‬
Th'e0! !(‫و‬،# ‫א‬tg_‫ وא<א‬9‫א‬+h‫و‬،‫א‬+#‫א א‬+9
‫אم‬+{‫'א‬e0! ‫و‬،I+Si‫א‬K‫ وو‬Xi‫عא‬y0 !i‫<א‬V ‫ א‬o‫א‬
DA( (‫ א‬3،%+n‫אאא‬$fq‫א‬Multi-channel%‫د‬+"<V ‫و‬
W' EHornik,1988. P.130F
‫ א א‪W‬א אعوא ‬ ‫‪١٢‬‬
‫‪ J١‬א{‪+‬אم‪%+‬و ‪ <V‬د‪<U56‬א ‪<V‬א‪ª!y "i‬א‬

‫و(‪+‬א‪ K L‬‬
‫‪ J٢‬א אא‪% !9$ u3$ Q %+n‬وא‪ K%+n‬‬
‫‪% !9< J٣‬א‪F%+U‬אل‪W6<h}+9Y"456‬و‬
‫‪ K o‬‬
‫د‪ ! oE‬א!ذج‪،‬א ‪2‬א‪T g‬א‪h‬ل‪ A+"#W‬א ‬
‫‪KEffect obtained‬و‪+ULO0X #‬نא!‪K‬א! ‪ 3 l [\JV‬ن ‪O9‬‬
‫نول‪W6‬و‪،WUUj‬و‪U A+"#‬مא‪A UThi‬א‪+(d‬א‪I‬א‪+#yi‬א ‬
‫אوא! ‪ªV‬א‪O UUjO9i‬א! ‪ªV‬א‪ KJUU‬‬
‫‪A model of Communication influence process‬‬ ‫‪ -٣‬ﻧﻤﻮذج ﻋﻤﻠﻴﺎت اﻟﺘﺄﺛﻴﺮ اﻹﻋﻼﻣﻲ‬

‫اﻟﺘﺄﺛﻴﺮات‬ ‫اﻟﻮﺻﻮل ﻟﻠﺠﻤﻬﻮر‬ ‫ﻇﺮوف ﺗﺘﺤﻜﻢ‬ ‫رﺳﺎﺋﻞ‬ ‫ﻗﻨﻮات‬ ‫ﻣﺼﺪر‬
‫ﺗﺸﻤﻞ‪:‬‬ ‫)ﺑﺸﻜﻞ ﻣﺘﻔﺎوت(‬ ‫ﻓﻲ اﻟﺘﺄﺛﻴﺮ‬ ‫ﻛﺜﻴﺮة‬ ‫ﻣﺘﻌﺪدة‬ ‫ﺟﻤﻌﻲ‬
‫א )('א!&‪ %‬‬ ‫ ‬ ‫‪ "#$‬‬ ‫ ‬ ‫ ‬ ‫ ‬
‫א )('א ‪ -./‬‬ ‫ ‬ ‫א* ‪ +,‬‬ ‫ ‬ ‫ ‬ ‫ ‬
‫א )('א ‪-2 3‬‬ ‫ ‬ ‫אدא‪ 0‬‬ ‫ ‬ ‫ ‬ ‫ ‬
‫اﻟﺸﻜﻞ رﻗﻢ )‪ .(٢‬‬

‫א‪ EMcQuail,1984,190F‬‬
‫ ‬
‫ﺧﺼﺎﺋﺺ ﻋﻤﻠﻴﺔ ﺗﺄﺛﻴﺮ اﻟﺤﻤﻠﺔ ﺣﺴﺐ ﻫﺬا اﻟﻨﻤﻮذج‬

‫‪ ً0 w-١‬نא‪+hi‬אא‪+h‬אً‪ً"4‬و‪ًS‬و‪b‬‬
‫‪ L‬د ًא‪ 3z‬ن‪+h‬אًد !ًم ًمא ًمא‪ h9‬د ًم‪+h$ u3‬‬
١٣ ‫אאو אو‬
، >!i‫א_א‬mg, }‫א‬A i‫א‬F n ‫אو‬2 ++" ‫و‬،+n‫وא‬

Kً 9‫ن‬2‫نא‬L 9 ‫א‬A ?‫ ذא‬8A 3‫ن‬L
<V ‫ز " ]و‬T ،<V %+$‫ نאא‬%‫ د‬-٢
A i‫وא‬9‫א‬+hi‫ א‬+F‫=< م‬# K!‫وא‬2‫א‬+" ‫و‬، ! h‫א‬
'Ui‫א‬K<V ‫א‬z +56L y #،I+ Sir ‫ א_א‬+
K% {i‫وאא‬
‫و‬WًUV ‫ن‬+9pn،2‫א‬TJI‫ و‬°%+D !(-٣
‫ون‬+0L،m 0A}‫א‬:ً‫أوﻻ‬، X‫وא"א<א‬I‫א> و‬mg(<=‫و‬،W‫و‬+%+ S
$m 0A}
‫وא‬،'Us ir ‫א‬F2FA‫ ن(! د‬$‫<א‬V m 0A}‫א‬
، #h‫<ذא?א‬V ‫وא‬0 !i‫<א‬V +hi‫ א‬o‫'دونא‬Ui‫א‬$+j
K%+_‫ א‬od‫[ ?א‬h‫א‬56L y #‫؛‬+_‫א}لא‬Fjq‫وא‬
'Uir ‫א‬T[ ‫ن‬+ ً‫א‬2uL،‫אدא‬:ً‫ﺛﺎﻧﻴـﺎ‬، od‫א‬X‫א"א<א‬$‫و‬
<
s ir ‫مא‬U ‫ن‬+"#}6T }O0X #‫א‬g(‫و‬،<
s ir ‫א‬m+hU iS3 "U X#<V ‫א‬
Group _‫א‬G9:ً‫ﺛﺎﻟﺜ ـﺎ‬، L+Si‫א‬2( _‫א‬$!FWV 0o #
‫א‬g، 4U X#T <#،ً‫ دא‬Lً‫ دא‬L _‫א‬FT }%‫ د‬2 LKSituation
WlU#‫ س‬Si‫مא‬+/ ‫و‬،n‫ و‬Xi‫א‬HU‫لא‬n‫د‬hUi‫א‬OP‫א‬z‫א‬L "$+#}
Kd‫א‬m+ U‫و‬W‫و دא‬
!(‫و‬،Cognitive "i‫א‬2 ‫! א‬L،[\2‫ ?א‬Sً "0@ -٤
+ +j+"‫و‬KBehavioral'3S‫א‬2‫ًאא‬2o‫و‬KAffective'[@ "‫א‬2‫א‬
'e0! q‫א‬، V U‫وא_א‬،‫א‬ThFtXi‫א‬2‫ א‬S
!(‫د‬hUi‫و(<א‬،n‫ و‬Xi‫א‬HUtXi‫א‬2‫ א‬S+ +j
‫א אعوא‬W‫ א א‬ ١٤
+" ‫ ?؟و‬3S‫אًא‬2e/X ‫} ( ?؟م‬

‫אًא‬2e/X WA‫" ؟م‬
‫ ن‬3،TV U‫אوא‬ThW ‫א‬q‫א‬d‫א‬/"$'3S‫א‬2e‫א‬
Si‫" وא‬i‫ א‬Si‫ن =<א‬3، S$ u3‫ ن‬+9‫א‬+hI+(
b+hi‫א‬I+(‫ن‬nA‫ن‬/ W‫و‬،'
3S‫ א‬Si‫אًא‬2o‫و‬،'[@ "‫א‬
_‫ ?א‬3‫} ( ?و‬
T+‫ ?א‬F hU +9‫ذ‬6،2e‫ ًא‬V‫دא‬
KI+ Sir ‫א‬
Social Marketing Model ‫ ﻧﻤﻮذج اﻟﺘﺴﻮﻳﻖ اﻻﺟﺘﻤﺎﻋﻲ‬-٤
' }
‫א‬Z S‫ذجא‬u +‫ ذجא?אא‬T(+n$
The K‫א‬Z S‫א‬FS <= ' }‫א‬Z S‫وא‬Social Marketing Model
‫ًא‬2o‫و‬،Promotionª ‫وא¡و‬،Price "S‫وא‬،Productª!ir ‫א‬W$‫و ن‬Kfour Ps
U S‫א‬ª fi #ًH FS '(‫و‬PlaceO ‫אز‬
‫א‬K!‫و‬Marketing mix'
ً[ "' L‫م‬+UA‫و‬،WX\<=#"#d‫א"! א‬mg(‫אم‬+{‫א‬$+#}
W !"‫א‬mg,% h\ًn‫ و‬a‫و‬
$2u3‫و‬،% L‫و‬+o‫ ن‬+9‫و‬،‫ د‬2w‫ ن د ًو‬+9W‫اﻟﻤﻨـﺘَﺞ‬
ُ
I [_‫<" _א‬u‫ د‬ª!‫ د‬i‫א‬2wª!i‫א‬# A‫!ًن‬SJS‫ ن ن‬nd‫א‬
0 ‫@ ق د‬%+T +UHL‫ن‬i ‫و‬KI [_‫ل" _א‬JWX#‫و‬
?‫ א‬S‫א‬$‫אع‬A%+‫ (א لو د‬L،L² +Sir ‫ א‬2( _‫ ?א[ ?א‬0@
‫אم‬+{‫ نא‬0LK[\ 2( 4? L? 0w‫א?و‬+9OFa q‫א‬
‫ًאאא‬uL، ‫א‬d،Z S‫א‬O S[AK‫א¡א‬
$L،L² +Sir ‫א‬2( _‫א‬O/ !?‫ א‬o%+T +U$i‫א‬$% d‫א‬T>!#
56Condoms³
X‫אمא" زلא‬+{‫א‬56،/‫א‬/3 56،<‫א‬O!t0n
K]3 56‫א א? د‬mg(T +UO0X #‫و‬،‫ل‬f"‫א‬
١٥ ‫אאو אو‬
‫<ن‬9d‫א‬F‫ًو‬XS#‫ن ن‬/ !(‫و‬،ً +UA$u‫ نא‬+9W‫اﻟﺜﻤﻦ‬

$$u‫! א‬LK+UA2w‫ً ن‬0 w$u‫وא‬،ًH <=#ًXSU‫ن‬
ThF‫و‬KTime89‫א‬pn$$u‫وא‬Energy‫و‬g0i‫א‬9 X‫وא‬+_‫א‬pn
~[{‫ نא‬+9‫و‬،!i‫ ?א‬9 X‫<א‬#$u‫אא‬g(~[«‫ و‬. !(‫א‬
$‫ ن‬+9‫و‬،‫د‬U!‫وא‬،89‫وא‬،‫د‬K'"[‫א{[~א‬Z @$$u
Kª!ir ‫א‬c0‫ ل‬n'Ui‫<א‬09s $3+i‫א‬%+V [‫א‬%‫ز د‬Z @
K% [‫وא‬+‫א‬T +UT U @$q‫!א?א‬U‫و(א‬W‫اﻟﺘﻮزﻳـﻊ‬
}‫א‬I‫א> و‬% ‫ א‬O0 !i‫ ?א‬9‫و‬d‫وא‬$3 d‫א‬W (2L‫و‬I+Si‫א‬
K‫ [ د‬#jq‫א‬
ª!ª ‫م¡و‬+{Sq‫! א‬9‫אوא‬X=Ad‫و =<א‬W‫اﻟﺘﺮوﻳﺞ‬
F%‫ د‬U‫<א‬V ‫وא‬0 !i‫<א‬V ‫ א‬o‫! א‬O0X #‫و‬،I+ Sir ‫ א_א‬+
K'Ui‫! عא‬96‫אو‬Zo
،A i‫وא‬Oy‫א‬c"‫و‬Positioning'(‫و‬، oI !D !(
G3‫و‬% [‫وא‬،+‫א‬mg($'Ui‫ א‬++ + hZo‫ و‬. #‫د‬hUi‫وא‬
K od‫ ?א‬K!i #A Uª!i‫אא‬g('Ui‫א‬+
# LK' }‫א‬Z S‫ وא‬K‫א‬Z S‫א‬Y#? Lo‫א‬%+D !(
،' }‫א‬Z S‫א‬F%+"i‫אא‬+hi‫ א‬+%203(<u}‫ د‬i‫א‬
،% [‫وא‬+‫<א‬# U' i‫א‬OL+ #‫م‬U ‫'ن‬Ui‫א‬$/ e‫א‬/XN}WA 3

ً uLK H"0 !‫و‬،SL !8S# =i‫ א‬od‫ ?א‬K!i‫نא‬+ !A6‫و‬
od‫<א‬V ‫ قوא‬X (‫و‬+#‫ و‬H"0<‫א‬O!t0n
tXi‫ ?א‬3S‫א‬T>"‫(! ن‬nA‫ن‬/ ًH ‫و‬،<S!‫א‬T>!+{Si‫א‬
/X‫א‬%‫ نز د‬3،'Ui‫ א‬+#w 2w‫א} 'ن‬Z S‫! א‬0
Kً9 Li‫ نא‬3 ‫ذא‬6 o،+hi‫ א‬+#w ‫}ن‬+9ª!i‫א‬F
‫ א א‪W‬א אعوא ‬ ‫‪١٦‬‬
‫ ‬
‫ﺍﻟﻔﺼﻞ ﺍﻟﺜﺎﻧﻲ‬
‫אو ‬ ‫א‬

‫وאدوא ‬ ‫وאמوא دא‬
‫ ‬
‫ﻣﺎﻫﻴﺔ اﻹﻗﻨﺎع‬
‫‪،‬وא ‪ +‬ول)ن '&‪$‬‬ ‫ א‪"#$‬א! א م د‬
‫‪)/012‬و‪KK$-.‬و‪ 13‬و;ول)ن‪:‬א‪$7481 $-9‬و‪ 41'561‬‬
‫و‪ $‬א‪ $-9‬א ‪3،4‬א‪?8‬א‪"#$‬א! < > א‪، =0‬و<‬
‫و‪"#‬א! >موא‪E4F‬و)و‪?8‬א‪#، D‬א‪)5‬نذ ‪<B‬א‪ A‬لא @‪)،‬م‬
‫א‪)،G#K‬مא‪ I‬د‪)،J‬مא‪P2،G H8I‬א‪NKO‬א‪$L‬د‪ ;KL) MJ‬ول)ن‬
‫ ‪:‬א‪ # $ -9‬א‪ )5‬نذ ‪<B‬א‪، L‬و‪ #‬א‪ )ً 1>R )5‬م)‪) H، S #‬ن‬
‫א‪ TًU ) $-9‬ون‪ #، 3‬א‪< )5‬א‪) V KO‬مא‪W O‬ل)مא‪" #$2، HP‬‬
‫א! ‪1Y+‬א‪41$X;H، $-9‬א‪ KًU ) $-9‬‬
‫و‪ab‬א‪_`/‬א‪^ P‬א‪+‬ول‪]$6‬א! عو[ ?‪cS bd P1NZ 2،‬‬ ‫‬
‫‪_ g#‬א‪E bh‬‬
‫א‪)^ P‬نא! ع‪ b‬ع א &_א‪ TG H8I‬ول‪? 2‬א ‪f $Oe‬‬
‫‪ i‬‬
‫و‪E #‬א‪ 3k G O‬ل‪ K PE P‬א‪_ g‬א‪ jO‬‬
‫‪ KETan ,1985,P. 89F‬‬
‫‪١٧‬‬
‫א אعوא‬W‫א א‬ ١٨
<‫ א! ع‬H $ n? )B ‫ذ‬،ً‫א‬$ X k P ^ P‫אא ع א‬SbًP[R

H،G O‫א‬a #‫و‬c h‫ א‬o 4 K !‫א‬HP‫)نא‬D‫وא‬،_g‫א‬
‫)ن‬EMiller ,1980F$$S K‫`ل‬O‫[א‬# ، _S‫א‬E> !‫<א‬B‫ذ‬pq>
W‫א! ع‬HP"4s"t>&ab
Changing Response ‫ ﺗﻐﻴﻴﺮ اﻻﺳﺘﺠﺎﺑﺔ‬-١
- ً =6: ‫` ل)ن‬O‫ [א‬# :j K ‫אא ع‬S bt T
‫א‬S b‫و‬، 4 ‫ ! >ع‬1E‫= א‬O‫= ً ً א‬6: ‫)و‬،u- ‫ع א‬I1
K‫>ق‬R!‫אع א‬w‫א‬xPX)b‫אع‬
‫نא! ع‬3yq‫אًא‬5W8I3{ ‫א‬S b‫)ن‬ESmith,1982FyzN$
o b‫ ن‬/ ‫`ل‬O‫[א‬# Ka#‫)و‬ch‫)و|א‬dL}‫ل‬q‫ن‬/
، 4‫א‬i$ 6d L} !‫"א‬#W $2 4‫א‬i$6‫א! >ل‬HD‫א‬
Kً"44$ {‫و‬
Reinforcing Response ‫ ﺗﺪﻋﻴﻢ )ﺗﻌﺰﻳﺰ( اﻻﺳﺘﺠﺎﺑﺔ‬-٢
E #‫)و‬E bh‫ ;ول ~א‬،‫`ل‬O‫[א‬# ‫אאع‬Sbt T
‫س‬
wE‫= א‬O‫א‬GR P‫م‬ Hb)‫ ل‬q 3" #~ `H، P
Kb;[K[#Ebh‫~א‬4 ‫>ًو‬X)4RP I
Shaping Response‫اﻻﺳﺘﺠﺎﺑﺔ‬ (‫ ﺗﺸﻜﻴﻞ )ﺗﻜﻮﻳﻦ‬-٣
، !‫א‬HP‫عא‬2$PGO‫א‬N ‫ن‬/ I ‫אאع‬Sbt T
$g b 2،4HF‫?א‬2$P I‫ ع‬3HP‫`>ً)د)ن‬
x‫د‬48‫و‬،‫ع‬O‫لא‬qJ)? {?w‫?؛‬H ‫)و‬GO‫א‬J)
GO‫א‬G1V#I‫א‬/0<[ I‫אא‬SbH- ‫و‬1V#‫ א‬/‫و‬/0
K?1?2$P~$‫ א‬c;ch‫لع{ ?א‬q 3"#
‫‪١٩‬‬ ‫אאو‪#‬وא "وא! אوאوא‬
‫اﻟﻔﺮق ﺑﻴﻦ اﻹﻗﻨﺎع واﻹﻛﺮاﻩ‬

‫ ‪d P1‬א[ ‪<1P Xu`q‬א‪ $L‬א‪u 1 jO‬א! ع‪Persuasion‬و‪u 1‬‬ ‫‬
‫א!‪$‬א‪،Coercionc‬و‪ /01/‬م‪$ 7t> &a b‬א‪ >- ~ E‬א‪u 1W H‬‬
‫א! عوא!‪$‬א‪Kc‬‬
‫‪ -١‬اﻟﺘﻤﻴﻴﺰ ﺑﻴﻦ اﻹﻗﻨﺎع واﻹﻛﺮاﻩ ﻋﻠﻰ أﺳﺎس ﻣﻮﺿﻮع اﻟﺮﺳﺎﺋﻞ‬
‫`_אً‪)N$‬نא‪"#$‬א! ‪H+‬א‪xZ‬وא‪?H+HxbZ‬א‪" #$‬‬ ‫‬
‫ذא‪E‬א! ‪$‬א‪: c‬א‪~ Vq<o> -I‬א‪x Z‬و‪ 6‬א‪،x bZ‬وא ‪-ً U )-‬‬
‫} ^‪o>- 1‬א‪ O‬عא‪$ jO‬وق‪،‬و‪o>- 1‬א‪ 4F‬א‪ #$O‬وא‪ 4F‬א‪N$ K O‬‬
‫‪ H#‬نو ‪)?Simon and Miller?$‬نא ‪ 4 V‬א!‪$‬א‪ TGb‬دא &_א‪~ 7PO K‬‬
‫א‪" #$‬א! ? ‪ q 3" #x / KESmith,1982,P.11F‬ل) ‪$‬א‬
‫א ‪HPK ،ً>ù-‬א‪،ًU )،xbZ‬א‪u$7‬א‪uHF‬א! ‪u‬א‪Wu‬‬
‫)‪E‬א ‪' u-‬د‪$1B1X33J‬אضא‪x‬وא‪R$K‬ن‪ K‬‬ ‫‬
‫‪3Ei‬ن~‪k1‬ع‪ 1‬م‪+ 2‬ج‪ً ?3‬و‪ Kc hI‬‬ ‫‬
‫‪)B 6I‬نא‪ #) $ 7‬س عא‪ 1 L" #$‬ن‪u b‬א‪u HF‬‬ ‫‬
‫א! ‪ +u‬ن ‪5G6‬א!‪$‬א‪ Kc‬‬
‫‪ -٢‬اﻟﺘﻤﻴﻴﺰ ﻋﻠﻰ أﺳﺎس اﻟﻤ ِ‬
‫ﺮﺳﻞ‬ ‫ُ‬
‫م‪cSb‬א‪u1WH $7‬א‪"#$‬א! وא‪"#$‬א!‪$‬א‪ #) b‬س‬ ‫‬
‫א‪3$7‬א‪xZ2،f#$eO‬وא‪xbZ‬א ‪xq JS‬א‪" #$‬א! ^ ‬
‫ذ‪B‬א‪xq JS‬א‪"#$‬א!‪$‬א‪ yq،b‬א‪،#$O‬وא א‪D‬א‬
‫!‪$‬א‪ H- b‬‬
‫‪) 2/<4/‬و‪[ P‬א‪G O‬א ‪" #$2K?" #: [ IJS‬א ‬
‫‪$‬א‪5I'bb‬א[ ‪`q‬ن‪3-‬ذن ‪ 48‬א <א ‪~/‬א‪K 1P1$ 6[O‬‬
‫‪[#‬א‪Ò‬لא‪#$‬א‪3?W‬ذא‪ ^/‬א ‪oK2u-‬م‪kP?BVK1‬‬
‫א א‪W‬א אعوא‬ ‫‪٢٠‬‬
‫‪$3#‬א‪b‬ذ‪B‬؛‪w‬نא‪? #$O‬א <‪ S L‬ل‪،‬و‪ PBS1‬م ‪N‬‬

‫א‪GO‬א‪ $D‬א‪c$/42،=0‬و‪E [jS L k‬א‪، #$‬و‪$ PI3‬ض‬
‫‪"j‬א‪،iP‬و א‪d‬ذ‪B‬א‪#$‬א! ‪~/ Iyq‬א‪ #$O‬‬
‫‪3?W #‬نא ‪ K u-‬‬
‫ אא!&‪) 1‬وא‪ ً>` H2،i P‬لא‪f $eO‬‬
‫‪B I #‬א <)ن‬
‫‪$ 1B1 X3‬אضא ‪x‬وא‪$ 0‬א ‪u‬و א‪R$ K‬ن?‪f $eO2‬‬
‫[‪cS41B‬א‪$w‬אض)و‪،B 4P‬و ?‪$b‬د‪EP‬و‪Xt‬‬
‫)&["‪4V‬א‪ >P‬א"‪u1H‬א ‪u-‬وא!‪cS411X‬א‪$w‬אضא‪ K _j‬‬
‫‪ -٣‬اﻟﺘﻤﻴﻴﺰ ﻋﻠﻰ أﺳﺎس اﻟﻤﺘﻠﻘﻲ‬
‫م‪cSb‬א‪u1WH $7‬א‪"#$‬א! وא‪"#$‬א!‪$‬א‪ #) b‬س‬ ‫‬
‫א‪3$7‬א‪/2،GeO‬نא‪ $qGH] 3"#$‬א <)ن ‪S -‬‬
‫א‪)#$‬و)ن ‪4H4‬دون)ن‪[ P{T‬א‪،?#$O‬و‪/‬نא‪$3#$‬א‪3b‬ذאو‪ 8‬‬
‫א‪?KLGO‬دون‪،-‬و‪? 1I‬א[ع ل?‪$P Iq‬ض‪KiP‬‬
‫‪G b #‬א‪< $ `w‬א‪u 1W H‬‬
‫ و)‪)N‬نא‪ #) $7 1S -w‬سא‪f $eO‬‬
‫א‪#$‬א! وא‪#$‬א!‪$‬א‪،b‬ذ‪)B‬ن‪q‬א‪)GO‬ن ‪:HK‬א‪E PO‬‬
‫א} |א‪ O‬عא‪$ jO‬و]‪ q‬ن‪ 42‬ع א‪x bZ‬א ‪? B IJS‬‬
‫א‪)5 j #$O‬ودאً‪ K‬‬
‫‪Attitudes‬‬ ‫ﻣﺎﻫﻴﺔ اﻻﺗﺠﺎﻫﺎت‬

‫ ‪$S‬א[ ‪)AllportE‬ن ‪j‬א‪d P1 5 8c hI‬א‪Ej O‬‬ ‫‬
‫א‪Ug‬א‪~ < =KO‬א‪`،{L‬א‪ LRP‬وא‪ W $g‬وא א‪، H8I‬و ‬
‫‪o$‬א[‪E‬א‪q??1chI‬א‪ P#I‬אدא‪GP‬وא‪k H7،P‬א ‪، k‬‬
‫سא&_א‪)GbhI‬وא ‪ G/‬א‪1V#‬א‪ /|= 0‬א‪O‬א ‪:‬وא‪O‬א ^‬
٢١ ‫وא "وא! אوאوא‬#‫אאو‬
‫ אد‬P #‫ ??א‬1c hI‫א‬KatzW o$ P n ‫و‬KEAllport, 1954,P.45F? ‫א‬E‫ذא‬
cS b [ ? Ph $j1،? O < $b ‫)و‬،W ‫)و‬، $/2$ ‫د‬$L‫א‬N 1#
KE١٧٣‫ص‬،١٩٨٣، V F?K4U2$ ‫)و‬، $/L‫א‬
4Hb)‫ ^و‬P‫ ) مא‬k P JS ‫א‬E[‫ ^א‬$PG H2
W‫>ق‬R!‫א‬
k P H، P‫وא‬G P‫ אدא‬P#I‫א‬qbchI‫א‬kP J١
cS b‫و‬، $ 6[ 1 41$h_ g /I، =6 1$h bc hI2، KL
H،{ O‫א‬d P1‫ = אم‬#‫ א‬$R $ 6[_ $j14 # /1$V‫א‬
K P1H2pq>#
1$h ‫ ن‬/ E bhI‫نא‬wB ‫ ؛ذ‬k ‫א‬j #‫א‬1~7 chI‫ א‬J٢
K$6[_‫)م‬$6[ $R B‫)نذ‬5‫א‬#ih ‫)و‬، q‫وא‬
P2 E bhI‫نא‬3yq،GbhI‫)وא‬G/ ‫א&_א‬chI‫ سא‬J٣
KP48‫ ود<و‬/01o$Ph‫و‬
E‫א ^ذא‬O‫وא‬E H|= 0‫א‬1V #‫ &_ א‬E bh> J٤
4/،ً¥ 6 HPY 2 2$&' IE bhI‫?א‬RajeckiG /8‫ لא‬K ‫א‬
? bh‫א‬x[ K1‫ ن‬# ;،ً H K j1‫א‬Z‫ و‬H7 $j1 HP‫ د‬
KERajecki,1982. PP. 59-60F
&>& ‫ ن‬/ c hI‫ )نא‬W $ ‫א‬c hI‫ ^א‬P‫ ن‬2،‫ﺑﺎﺧﺘﺼـﺎر‬
،BehavioralG K‫א‬$ P‫وא‬AffectiveGLR P‫א‬$ P‫א‬WH 0 K"$ X
$ P‫ |א‬KA B C WM!‫ א‬g1 W $ Gb‫و‬Cognitive<$PO‫א‬$P‫وא‬
x D1 X‫א‬5 6w‫ ~א‬U $ P‫אא‬Sb‫و‬،P0‫سوא‬Kq!‫א‬L/142GLRP‫א‬
‫א אعوא‬W‫א א‬ ٢٢
G K‫א‬$ P‫ |א‬H1KB ‫?ذ‬1 6 ‫و‬، [$‫وא‬dg[ ‫وא‬o ‫وא‬c$ /‫وא‬
$ P‫و |א‬،5G6cho$‫)و‬a#? ‫م‬WP‫)و‬،2$L/1
‫ = אم‬#‫ = אم)و مא‬#‫عوא‬k ‫وא‬i =I‫وא‬5‫א‬$ 0 SL‫א‬56w1GK‫א‬
PO‫ א‬2$PO‫وא‬E PO‫ א‬b| =2<$ PO‫א‬$ P[ K1 )،u P5G 6
q)GbE‫= א‬O‫)نא‬N$ ً=6‫)ن‬Z2‫א‬،‫`ل‬O‫[א‬# ،KchI‫عא‬
،E<$ P$ Fً‫ א‬8 _[ ‫א‬b‫א‬$ )‫و)ن‬،‫ ن‬: HJ) ‫د‬i[ #)
$ F~4 5U‫وא‬4RP‫و‬E‫= א‬O‫א‬G8‫و‬$‫ אم‬3UL ‫א‬Sb|=02
E‫= א‬O‫ א‬2/ ‫ دא‬1‫)و‬،R$ 01‫ ل‬I1|=0‫אא‬Sb‫و م‬،EGLR
KEG#$ FuP|=6E2$<B6
!‫ א‬#$‫ ]א‬M‫ن‬3،^ $P‫אא‬S41‫ل¦ 'ن‬I‫א‬5H N$ ‫א‬S
~H ‫ ) )د )ن‬PKً P§$ XP‫א‬cS b ‫د‬L #I‫א‬N HP
‫)ن‬، U2w‫ א‬2،b$ #1 w‫ א‬bj-)‫و‬E‫= א‬O‫لא‬q 3"#
‫ م‬2،<$ PO‫א‬$ P‫ً א‬I‫)و‬t y ، 4P§ &>`‫قא‬$ j‫ = مא‬K
E >P‫ ~و‬KV4[[ K ‫ א‬j-w‫وא‬، 4 ‫و)א‬E‫= א‬O‫ א‬PO‫א‬
{ #qw‫وא‬P 0‫ א‬#$‫ ~א‬#Z2GLR P‫א‬$ P‫ א‬t ً&‫و‬،KK!‫א‬
،‫ ^ ن‬GRPO‫א‬$ ~ ً>`H2،4q‫و‬LRP‫ )وא‬xP‫~א‬q
42~ ‫א‬P 0[‫א‬EI D‫وא‬،‫وج‬$ O‫وא‬GR PO‫ >قא‬-) b‫و‬،[ X)^ ‫و‬
!‫ א‬#$‫ ~א‬4B ‫ ذ‬P1، $ -9‫ قא‬q 5‫ א‬I‫>لوא‬g #I‫א‬
b‫و‬، 4‫وج‬$ O‫وא‬GR PO‫ ?א‬3#JS‫_א‬O‫ א‬y D‫~א‬2،aK1
? P2G O‫ א‬G g[ ً‫ _א‬-)‫و‬،5 1‫אא‬S b 0‫ א‬5 U1L/‫قא‬$j‫א‬
K?8‫و‬$‫و‬51‫אא‬Sb‫ل‬q
٢٣ ‫وא "وא! אوאوא‬#‫אאو‬
? ¨ bETan,1985F ‫ ن‬N$ H،^ $P‫אא‬Sb<E>/0O‫~א‬b) q)P

: ? [<ًHV K{chI‫)نא‬3: ‫_אא‬0 H1،aK‫א‬:chI‫א‬1j
‫ ل ع‬q|=
0‫א‬cS = JS‫א‬aK‫عא‬1[‫)ن‬:jKI2KaK‫א‬
‫ )ن‬P،u- ‫א‬c$ / - O‫)نא‬،ً>` M ً‫و `_א‬،? bh‫>لא‬-Y2
، 4‫א‬i$ 0 ‫)ن‬x TIً =6‫)و‬،- ? /‫و‬u- ‫ [ً; א‬#ًbh‫ ?א‬
- ‫ ن‬$S H - ،‫א‬SK‫<و‬o$K : ‫?<אא‬/،B‫^ ذ‬/ ‫)ن‬H ‫و‬
c hI2KGLR P‫א‬$P‫א‬b‫و‬، q‫وא‬$ W$` D‫א‬EL $P‫א‬x)‫ن‬2
?E O‫א‬dP1 ‫;)و‬GLRP‫ אא‬O‫?א‬b‫ذن‬3` D‫א‬EL $P‫א‬cSbxKq
KETan. 1985,P. 91F
Attitudes & Beliefs ‫اﻻﺗﺠﺎﻫﺎت واﻟﻤﻌﺘﻘﺪات‬

‫)و‬5G 0‫א‬x qI3 bchI‫نא‬3EBettinghaus,1980,P.10F‫وس‬4g1$S
‫)و‬،u&‫ د‬qu 1b b 0 ‫> א‬P‫ [_ א‬P‫<?א‬E‫ א‬PO‫א‬H/H1،?b$
‫ ن‬/ c hI‫[_ א‬P2?K4"-‫و‬t‫ א‬q)u1 >P‫א‬43‫)و‬،$`)‫)و‬u=6
a b‫ @א )ن‬3‫ ل‬1 © PeO‫ [_ א‬P‫نא‬/ H1،u- ‫א‬c$))‫ل‬
~ ‫א‬3c hI‫ א‬H1?)pq>b‫و‬،x‫אضא‬$)‫و‬u- ‫א‬u1 >
u¥6u1 > _[PI3b © PeO‫ )نא‬M،5G0‫;א‬GLRP‫א‬P0‫אزא‬$13‫و‬
، PH2 PO‫א‬:[ chI‫)نא‬7q>xH،5G6 41pL;2$P‫)و‬
‫ن‬R$ K‫אضא‬$ )‫و‬u- ‫א‬u 1 > B b‫)ن‬N$ JS ‫א‬،‫` ل‬O‫ [א‬#
> ‫ ل‬q H48‫<«ذ‬،u- ‫א‬c$/?> - 8c h‫ א‬43J‫'د‬
P0‫ א‬bchI‫نא‬3Fishbein & Ajzen‫ن‬W )‫¬و‬02N$ ،cV I1E‫ א‬PO‫א‬
-‫ج‬
‫ ذ‬H‫אא‬SbN$ ‫و‬،ً[#‫ً)م‬13‫)ن‬5‫א‬#chI‫عא‬O|=0‫?א‬/ JS‫א‬
‫א אعوא‬W‫א א‬ ٢٤
~7P‫ن‬/ ‫و‬،‫ع‬O‫لא‬q q‫ وא‬P$`)|=0‫ن‬/ ?) - ًU )

^ }‫و‬،ً‫دא‬U‫ً)و‬LًL 4UP1^ ‫و‬،4UP1:HVKE‫ א‬PO‫א‬cSb
; q‫وא‬ch‫א‬$`)‫د‬$L‫ن‬/ 2،41BKH‫א‬8‫د‬N ‫و‬E‫ א‬PO‫א‬cSb
‫د‬$ L‫ ن‬/ ‫ن‬،u- ‫א‬ch? LE‫ א‬P‫د‬8‫ و‬sB‫وذ‬،u- ‫א‬
> ‫د‬$L‫?א‬2N$ $-. f Pn‫و‬،‫ن‬R$K‫وא‬u- ‫א‬u1 > ?>-N$ f Pn
u- ‫ نא‬1c‫ א د‬8‫ ند‬/ ‫و‬،HP‫א‬WZ‫وא א‬u- ‫א‬u1
‫د‬$L 2u- ‫نوא‬R$ K‫א‬u 1 >P1c‫א د‬8‫د‬k)HP‫_א‬/L1Y[$
‫ ن‬/ HJ‫ د‬H 51‫ن‬/ E‫ א‬PO‫مא‬7‫)ن‬Bem~f1N$ ،b‫א‬$01- #
^ } © PeO1B KH‫א‬8‫)ند‬J‫د‬HP‫א‬5[1‫د‬O‫وא‬،G2)51 - ًU ) -
‫)و‬،ً‫ א‬8 BKH‫א‬8‫ند‬/ 2،$-9‫)وع‬،$-9|=6
E‫ א‬P ‫ ع‬H‫)ن‬G 2w‫א‬5 [1 H1،ً‫ א‬8LP‫ )و‬P‫ن‬/
q)‫ `>ً)ن‬Z2‫ א‬K1 U‫ ن‬/ 4) H، 41B KH‫ א‬8‫} ^د‬
‫אض‬$ 11 X!
‫אضא‬$ w‫א‬dP[ 1 j[$ 4‫ )نא‬P ‫ =ص‬6w‫א‬
c‫א‬$ I? ) H، 2 8 1ً { ? PO‫אא‬Sb‫ض)ن‬ZL/‫و‬،x‫א‬
`H PO‫אא‬S KP $j1|=0‫אא‬Sbo$ ‫א‬S، _[Hb)‫ًذא‬¥6
PO1B KH‫א‬8‫ند‬3P،X{/P‫وא‬،b‫א‬$01 4‫ ولא‬c M‫)ن‬
N$ 2،ً ‫ن‬x‫אضא‬$)u1‫ و‬4‫ولא‬u1H"‫> א‬P1‫אص‬
o$ K w‫)و א‬، 4‫=| ولא‬0‫א‬:? ‫و‬، ‫ذو‬chI‫)نא‬
ًLG"4‫א‬aK‫ونא‬w‫א‬D‫ذא<א‬O،b]‫و‬$jO‫'אلא‬K‫وא‬،‫<و‬
‫ن‬3N$ y qE‫ א‬PHG 2w‫א‬5 [B ‫<ذ‬x[ K‫א‬Bem~ 1f: 8
f $nK‫؟‬c hI‫א‬
‫ول‬w‫` لא‬O‫א‬G L2،Ebh‫א‬ BS‫و‬E‫ א‬PHH7) - ‫ د‬- ‫ع‬H
‫‪٢٥‬‬ ‫אאو‪#‬وא "وא! אوאوא‬
‫ ‪ /‬ن‪ q$ -. PB b‬لא‪ u 1 >P‬ولא‪ 4‬وא א‪$4 K‬‬
‫و‪ )BK8 1‬א‪ PO‬אص‪u1 >P1‬א‪ 4‬و)‪$‬אضא‪x‬؛ ‪S‬א‪ M‬‬
‫‪J‬؛‪N$ ? w‬‬
‫א‪<ً#o$ |=0‬א‪ch>ًP[ 4‬אد א‪ PO‬א ‬
‫א[طא!`ولא‪: 4‬א א‪ZL$4K‬א‪ K RE‬‬
‫ و‪ 2Bem°J)x Kq‬نא‪ Pc hI‬و‪ P H7) P1Y[$ b‬א‪E‬‬
‫وא‪،N$-)Ebh‬و د ‪/‬ن‪cSb‬א‪ PO‬א‪< LE‬د‪ 8‬א‪B KH‬א‪G =0‬‬
‫‪،41‬و‪3‬ند‪8‬א‪$g#‬אقא‪|= 0‬א ‪S‬א‪<G‬א‪S ،ً U )^ c hI‬א‪< M‬א‪ P‬د ‬
‫‪ +<1PX‬א‪aK‬א‪G"4‬א‪co#JS‬א‪ K|=0‬‬
‫ ‬
‫ ‬
‫א‬ ‫تناول القھوة بشراھة‬
‫ ‬
‫ ‬
‫شرب القھوة‬ ‫شرب‬ ‫أحب‬
‫عادة سيئة‬
‫اتجاه‬
‫القھـوة‬ ‫اتجاه‬ ‫اتجاه‬ ‫السھر‬ ‫ ‬
‫عادة ضارة‬
‫اﻟﺒﻨﺎء اﻟﻌﻤﻮدي‬
‫)‪(١‬‬ ‫)‪(٢‬‬ ‫)‪(٣‬‬

‫ ‬
‫ ‬
‫السھر مھم‬
‫عالقة بين‬ ‫عالقة بين‬
‫تناول القھوة‬
‫وأمراض‬
‫تناول القھوة‬
‫واصفرار‬
‫ ‬
‫لعملي وحياتي‬
‫البحوث أثبتت‬
‫عالقة القھوة‬
‫القلب‬ ‫نظام‬ ‫اآلسنان‬ ‫نظام‬ ‫نظلم‬
‫المعتقد‬ ‫المعتقد‬
‫)‪( ٢‬‬
‫المعتقد‬
‫)‪( ٣‬‬
‫ ‬
‫بالقدرة على‬
‫السھر‬
‫)‪(١‬‬
‫درجة التمسك‬ ‫درجة التمسك‬ ‫ ‬
‫البناء األفقي‬
‫ ‬
‫) ‪( Ross,1985,P. 11‬‬
‫اﻟﺸﻜﻞ رﻗﻢ )‪(١‬‬

‫א אعوא‬W‫א א‬ ٢٦
N E‫ א‬P &>&‫ د‬8‫~ )نو‬$ ‫) ? א‬E١F ~ /0‫א‬N$

x ‫אضא‬$ w‫א‬d P1‫ و‬4‫א‬u 1‫ ن‬j1$ 4‫א&ن‬، 4‫لא‬q|=0‫א‬
-p
q>? ‫ و‬،b‫א‬$ 01 4‫نولא‬G"4‫=|א‬0‫א‬a#‫)ن‬I3،‫ن‬K!‫א‬
PO‫ د א‬#JS ‫א‬y `‫ א‬PO1G"4‫א‬aK‫ א[طא‬- ° H
PO1?/ K 8‫ د‬k )? 1|= 0‫א‬B K 8‫ند‬wB ‫ ؛وذ‬$ -9‫א‬
G ‫ א‬HP‫ د‬P 8 1? 1B KH‫ <א‬/‫א‬x[ K‫ א‬P‫و‬، $ -9‫א‬
K|=0
‫ﺗﻜﻮﻳﻦ اﻻﺗﺠﺎﻫﺎت وﺗﻐﻴﻴﺮﻫﺎ‬

¥ 0‫א‬x K_g ‫ و‬jG b‫و‬،G / 01E bhI‫ نא‬/
T ‫ א‬D‫وא‬HP‫وא‬2$PO‫א‬E‫א‬k‫?وא‬qq‫א‬$‫=|و‬0 H8I‫א‬
;E bhI‫ א‬/H <ً‫ دوאً[_א‬H8I‫א‬¥0‫ن‬2D‫و<א‬،4
، [‫ دون‬7 4 UP1،? q<‫د‬$ L‫ ?א‬8‫ א א‬K"$‫א‬5 6w‫ `_ א‬/‫א‬
K H8I‫א‬¥ 0‫وא‬،N$ -)E bh1?‫ [ א‬#‫وא‬c_ g~ $ -9‫א‬dP[‫وא‬
‫ ق‬j‫ א‬x0 ‫د‬$L‫نא‬wB‫ذ‬،EbhI‫א‬:§ / b q ‫د‬
E PO‫א‬cS b‫و‬، ` q‫ )و‬5 6)‫ ل‬q 8EP‫و‬N$-)56)?8‫א‬
U w‫ن ^ {א‬3B6I،‫`ل‬O‫[א‬# 8Ebh‫ن?א‬±/
? ‫ א‬N ‫ ل‬q‫`_אس‬/‫א‬N 8Ebh‫א‬B#$‫وא‬#[‫א‬
P1 H2N$ -w‫ ?א‬L ‫ א‬H، F‫א‬GO P‫مא‬71HK ‫ א‬N ‫و‬
i$P‫ א‬U <7qIHKK F‫א‬GOP‫مא‬7‫لא‬q‫?و‬q 8[#Ebh‫א‬
‫د‬O‫ [ع[ ?א‬63‫د‬$ L‫ و א‬E bhI‫ نא‬/ً U )‫و‬،ً H uH KO‫وא‬
$P 0# E 8‫ ل د‬D‫ <א‬- >
ً ` - x
$ JS ‫א‬xj2، PO‫وא‬
٢٧ ‫وא "وא! אوאوא‬#‫אאو‬
;{ Pch1$P0#?3‫و‬،8 ‫א‬Bcj )JS‫د א‬O‫ذא‬#);G13ch1

K E8‫د‬cj )$-.‫ذ‬#)
‫وﻇﺎﺋﻒ اﻻﺗﺠﺎﻩ‬
E bhI‫א‬cS b^" ‫ وو‬،‫د‬$ L 4 ‫ 'د‬P^" ‫و‬Ebh>‫)ن‬B6I
i[ #)‫ و‬4L"‫ و‬2$P‫ن‬3‫و‬،$-9^ ^}H،$-9|=6^}
G H2، 4 /‫)و‬E bhI‫ _א‬g ~H 1‫ م‬K4 /
WchI1X‫~א"^א‬b)
Utilitarian- Adaptive Function ‫ اﻟﻮﻇﻴﻔﺔ اﻟﻤﻨﻔﻌﻴﺔ أو اﻟﺘﻜﻴﻔﻴﺔ‬-١
E‫ א‬V KO‫ لא‬q ‫ ^א‬O‫^وא}ذא‬/‫ א ~وא‬chI‫ א‬K
‫د‬$L‫א‬$g ‫و‬،:HA1X‫ _א‬PO‫א‬:1jO‫>لא‬-B‫وذ‬، F‫א‬E‫א‬j‫وא‬
Kk)PL?J‫ 'د‬$-.ًbh‫{)نא‬T ?bh‫א‬
Economy and knowledge Function ‫ اﻟﻮﻇﻴﻔﺔ اﻟﻤﻌﺮﻓﻴﺔ واﻻﻗﺘﺼﺎدﻳﺔ‬-٢
q< $ ‫ א א‬XL‫ א‬: P‫א‬:j KI ;
< XL‫א‬cS bd P1: H‫ ً)ن‬H"‫ ولدא‬T‫د‬$L 2‫א‬S ، ‫ وא‬H8I‫א‬
K chI‫نא‬3‫و‬،?3‫ً ذ‬P8$b[ ‫وא‬42~/‫א‬:jK _[E H
JS ‫א‬:HA‫אא‬Sb{ ‫ _و‬P2‫و‬qP‫~א‬4L?3‫د‬PGP8$R
K ‫ د‬I‫א‬L/‫ وא‬4F‫א وא‬$2 GP8$O‫א‬R!‫אא‬Sb‫و‬،?2²P
Expressive Self –Realizing Function‫ وﻇﻴﻔﺔ اﻟﺘﺤﻘﻖ واﻟﺘﻌﺒﻴﺮ ﻋﻦ اﻟﺬات‬-٣
LD‫ <א‬H،‫?)مאس‬1$X ‫ل‬D‫א‬2‫د‬$L‫ولא‬T
[ # K? bh‫ = אمא‬#1B ‫وذ‬،? KL‫) م‬5 U1PX7‫?و‬X
،‫ א د‬5G 0c $ L‫א‬E > ? ‫_אً[ و‬g Xً> LR ) ،‫`ل‬O‫א‬
‫א אعوא‬W‫א א‬ ٢٨
: /‫و‬،? jPB )<^ #w‫ ع א‬1$P 0 ،ً¥6?jPB/‫و‬

،? b) [f ً &P[I3{ Lj‫و)نא‬،$L‫نא‬Pj ‫אس‬5I'b‫ن‬1BKL
:j K X- )P ‫ نא و و‬1B KL: n H،‫אא و‬S b `H
‫א‬S ،~4 L/ ‫ א‬، 8q<‫نא‬3‫=ص‬6w‫א‬5I'b`4P8‫א‬$
~4 bh‫ =صא‬6w‫ = مא‬K ً U )،ً [‫ذ‬oZ B w‫ ؛‬q‫א‬$1$P 0b
‫ =| `>ً)ن‬0‫ نא‬/[2K~ q KD‫[ عא‬jI‫ ع א‬- 8)X‫א‬
'O‫ ?א‬bh‫ א‬q‫א‬$ X_[ P‫ א‬$R §<? 8 /
K~4bhI
Ego-defence‫ اﻟﺪﻓﺎع ﻋﻦ اﻟﺬات‬-٤
>- Y K ‫ ?و‬KL 41:2‫د א‬$LPE EbhI‫نא‬±/n
‫)ن‬:j K I /2)‫و‬i V‫ض‬$ P X-، $ -9‫>? א‬/ 0
ً¥ #ً> H : HA‫א‬ck P HP1‫ م‬JS‫دא‬$L2KD‫?א‬bh‫>لא‬-4H
B ‫ طذ‬#1‫ م‬#،‫م‬$ 8i /1‫?)? م‬KL ‫א‬$ <‫د‬$L‫א‬$P0 b ‫و‬
KERejecki,1982,p.9FBS1‫? ن‬PH‫אد‬$2)‫)ن‬N_2،?PH
‫اﻟﻌﻼﻗﺔ ﺑﻴﻦ اﻻﺗﺠﺎﻫﺎت واﻟﺴﻠﻮﻛﻴﺎت‬

M،a K‫وא‬c hI‫א‬u 1 >P‫لא‬q‫א א‬E#‫א א‬3$71
:j KI )E #‫`_ א א‬/‫و )وא‬،LPH41j1‫א‬$‫> א‬P‫)نא‬
KchI‫>لא‬-aK1[ ‫)ن‬
W$ [‫אא‬SbKaK‫وא‬chI‫א‬u1 >Pً`&ً> 1‫א! ع‬5H ‫ م‬
u 1 >P‫אא[ <א‬Sb]$0‫אא‬P‫~א‬b)‫ م‬#G H2KY³‫ ^א‬O‫א‬
KaK‫وא‬chI‫א‬
٢٩ ‫وא "وא! אوאوא‬#‫אאو‬
ba K‫وא‬c hI‫א‬u 1 >P‫ ]א‬U 3‫ ق‬P ‫א‬E>/ 0O‫ ~א‬b) -١
^ ‫ نو<א‬W‫א‬k c hI‫ א‬#‫دא‬Gjg IJS‫وא‬ch>‫د‬$LO‫سא‬O‫= אمא‬#‫א‬
KL¥1
‫و‬،ً‫ א‬q‫ًوא‬bh‫و{א‬،Ebh‫א‬ ‫ج‬baK‫ [ و)نא‬-٢
/? H ‫ م‬B ‫دذ‬$ ‫ ن‬/ 2a K‫وא‬c hI‫א‬u 1LP > y q[‫א‬
KaK1 >P‫א‬E‫ذא‬EbhI‫א‬
o> -I‫ د‬P c hI1a K‫< مא[ طא‬x[ K‫ )نא‬M ً [-٣
~ jO‫א‬J$ ‫ 'אل‬#]$ R´ ‫א‬E#‫א א‬N q3<ً>`H2،j³‫א‬D‫א‬
/‫و‬،> 1 18!‫ د؟و א‬K‫وא‬u ‫ א‬µ‫ ن‬# b H2‫ دق‬L‫وא‬
K~4 µ‫~ א‬4KL) $ O‫א‬5I'b3‫אن‬58
V‫ ?؛‬bh‫ א‬5 1o$ ‫د)ن‬$ L‫א‬:j K I ً‫ ً `_א‬U ) -٤
KESimons,1986,pp.63-64F §‫)م‬، ‫د‬$2)5‫א‬#P‫ط‬gU
B ،a K‫وא‬c hI‫א‬u 1 >P‫א‬#‫א א‬E#‫א א‬t q)‫ن‬3
s4 O‫ א‬#‫ = א א‬#‫وא‬KKim & HunterZ b‫>ً ~و‬b‫א‬$8)‫א‬#‫א א‬
´1 # #‫دא‬١٣٨ 1 ‫و‬،Meta-AnalysisJ P[‫ א‬1H KO‫א‬
‫ א)ن‬8‫ و‬H4) 8LO‫وא‬K‫אد‬$ 2)٩٠٩٠٨ #‫א א‬E E H ،b$ 0
، V‫א‬cS b ‫`ن‬q[‫א‬q ‫و‬KE٠{٧٩ZF aK‫وא‬chI‫א‬u1 >P‫א‬
E #‫ א א‬42 P ‫ א و‬V4O‫ "وא‬q!‫א‬E>/ 0O‫ א‬P1 ‫ )ن‬P1
#K‫א‬E> HD‫א‬: ‫ ن‬P ¦‫ ل‬I‫א‬G`q[?W‫`ن‬q[‫א‬xH،1K‫א‬
E bhI‫ _א‬g~b‫ د‬48‫ذא‬3 2$P<‫[ ن‬$ S‫وא‬، H8I‫وא‬
~P 1 18!‫א[ وא‬S ،a K‫ _א‬g<G" 4‫~א‬42 b3‫ ل‬X~b K#
KEKim,Hunter,1993,p.130F?K‫אد‬dP1+/‫و‬
‫א אعوא‬W‫א א‬ ٣٠
E K 1' [‫ )ن א‬8) 4 ‫وطא‬$0‫~א‬b)G H2

WaK1‫[ط‬I‫א‬E‫[وذא‬#O‫א‬EbhI‫ א‬$R Volitional Behavior ‫א!אد‬
‫א‬P1 &‫ و‬XE‫ وذא‬j[$c hI‫ مא‬4LE # ‫ א )ن‬-١
K?1[O‫א‬aK‫א‬
J -I‫)وא‬،J‫א!אد‬x F‫?<א‬V ‫'אل‬K‫א‬aK‫א )نא‬-٢
KO‫א‬Y=
KaK‫وא‬chI‫א‬u1 >P‫[سא‬#O‫א‬E#‫= אمא‬#‫א‬x -٣
-?1‫دאم‬O‫א‬aK‫ א)نא‬8‫ و‬2،Zb‫~و‬u`q[N$-)#‫<دא‬
Y # HP -u
P‫د)وع‬$L1P aK1‫?<אم‬W ‫=|)و‬0‫[א‬
)c hI‫ دوא‬O‫א‬a K‫א‬u 1 >P‫ א)نא‬8‫و و‬،aK‫وא‬chI‫א‬u1
‫ ل‬q1 K‫א‬t [‫א‬: ‫ ن‬L - b - ‫` ن‬q[‫وא‬،a K‫وא‬chI‫א‬u1 >P‫א‬
a K‫وא‬c hI‫א‬u 1 >P1'[‫<א‬aK‫?א א‬1‫ م‬JS‫א‬Y#‫א وא‬
KEKim, Hunter,1993,p. 130FKY#‫א‬
‫ﻗﻴﺎس اﻻﺗﺠﺎﻫﺎت‬
/I? ‫و‬،c‫א‬$ ‫)ن‬:j KIG ‫א‬Z2‫א‬G KL5 1c hI‫)نא‬B6I
Thurstone‫ ن‬#_&k P K?8 #‫ א‬$R ? # ~ ‫א‬S ،$6[/01?#
‫ غ‬X ‫ )ول‬42،EbhI‫ سא‬HPGq‫و‬$‫א‬iw‫؛א‬G H8I‫{א‬L‫א‬
P‫א‬$0 ‫و‬،GO‫نא‬$‫א‬E $0P‫ א א‬1SB‫وذ‬،4#V4
~ b) ? K ‫و‬c hI‫ [א‬X)B ‫ ذ‬V ‫و‬،‫ ع‬O‫אא‬S b‫ ل‬qt w‫א‬
،‫ م‬/ 01 K!‫ وא‬H8I‫ وא‬KL‫א‬E#‫א א‬5H ~4‫א‬E O‫א‬
٣١ ‫وא "وא! אوאوא‬#‫אאو‬
،4 UP1: Y[$ ‫ وא‬KO‫ {א‬O‫&>&) אع א‬$ j1‫ن‬#_&‫و م‬
WGb{ O‫א‬cSb‫و‬
Paired Comparisons8‫دو‬WO‫א‬O‫سא‬ J١
E ‫و‬KO‫א‬E‫ א‬q‫א‬FJ¥L‫א‬J‫و‬KO‫א‬47‫ سא‬J٢
Equal-Appearing Intervals
Successive IntervalJ¥L‫א‬x P‫ سא‬J٣
،‫אد‬$ 2)j #‫א‬1~ J
S ‫ ~א‬/‫ مא‬7{ O‫א‬cSb q‫= موא‬K
bi /‫אא‬S b<- b- H4 KBS 1j[$O‫'وא‬KH~4H+yq[‫א‬N$ ‫و‬
) [y q،ً‫ = א‬#‫ ًوא‬6$ `w‫א‬k P JS ‫א‬J ¥L‫א‬J‫ و‬KO‫ א‬47‫سא‬
‫א‬E‫[ א‬P‫ [_ א‬H-‫ א‬$R ‫س‬O‫אא‬Sb~H‫و‬XH
‫ ن‬/ S ‫א‬u H/³‫ض א‬$ P~ &،c ;c hI‫אد سא‬$O‫א‬،‫ع‬O‫}|א‬
،‫ ج‬O‫א‬Y ‫ א‬E‫[ א‬P‫ نא‬H/³‫א‬5I'b^ ‫و‬،ًH/E١٥ ١٠F ‫د‬
Y ‫אא‬Sb) [ ‫و‬،2$jO‫[א‬K‫א‬E‫ذא‬E‫[א‬P‫א‬32$jO‫א‬1!‫א‬E‫ذא‬E‫[א‬P‫א‬
،Y ‫ א‬³‫א‬j‫א‬bE٦F~ kP ‫و‬E١١F~ $‫[ً א‬G4 ‫و‬E١F
E‫[ א‬P‫א‬cS b^ ~ ‫ )ن‬P1، ‫و‬KN$-)‫و‬ju12KO‫نא‬/‫و‬
5‫א‬.1 jN 2$PO ‫ "א>ز‬q!‫א‬E‫[ א‬-I‫ א‬4 J$ h،u H/³‫[ א‬
‫ ن‬H/³‫א ^א‬E‫[א‬P‫ א‬5g#I‫ ~א‬B‫ ذ‬P1K [ ‫ل‬quH/³‫א‬
‫ن‬/!1‫و‬،‫ع‬HY2 $2 $0 -‫ א‬- ‫د‬P‫ <א‬- ~ yq،4H/+<
_` /‫)&[ א‬y q،¼3KKKE٧-١F ‫)و‬،E٩-١Fً>`LE2K‫= אم‬#‫א‬
KB‫]ذ‬Mt[‫א‬
B ‫و ذ‬y q[‫ س [ א‬O‫אא‬S b H 4[j ‫[_ א‬/‫دא‬4VV
cS b? $g KJS ‫ لא א‬j2 3، 4H/1‫& ~א م‬E‫[ א‬P‫ א‬-I
‫א אعوא‬W‫א א‬ ٣٢
E$ /‫ س‬3‫ ن‬48 ‫و‬، $ `/1? = K I‫א م‬u`q [‫نא‬2،EHP‫א‬

٥٩-٥٦‫صص‬،١٩٨٩، G" 2‫א‬FK P1 H2?q$ 63G #JS ‫א‬،Likert
KHsia,Babbie,1983,P. 383;Hsia1988,pp.243-244F
Guttman ‫ﻣﻘﻴﺎس ﺟﺘﻤﺎن‬
B ‫و نذ‬،‫ ن‬H8‫ ?س‬R)ch>‫~س‬H1‫ن‬H8‫ م‬
P1< H4$ `)? /‫و‬E$ /‫ نو‬#_&‫ [? س‬6 b‫و‬،‫م‬١٩٤٤ #<
N$ -w‫ {א‬O‫د א‬$ L ‫ س‬O‫אא‬S b‫ ن‬2‫א‬S ‫و‬Unidimentional E∗FJ‫ د‬q)
G Hq‫و‬،Scalogram‫אم‬$8/ #‫ ? س‬3‫و‬،Cummulative H‫א‬Z1
،‫و‬w‫ א‬j‫א‬t [O‫ א‬-‫ א‬y ? 2‫א ط‬x $/‫א‬S‫؛‬Deterministic
‫ل‬q‫א‬5‫א‬9‫[א‬n،‫`ل‬O‫[א‬# ،‫אطא‬:§[#B6‫?دون‬2
W1!‫א‬q‫א‬KK $j1J‫د‬PK‫ نא‬WL‫ א‬b0
KJ‫د‬PK‫ نא‬WL‫و<א‬w‫א א‬s‫א‬$1:§ b6))-١
K $‫א אوא‬s‫א‬k‫ א‬b6))-٢
K42E>KKO‫ א‬b6))-٣
KK"$‫א‬KKO‫ א‬b6))-٤
‫ول‬w‫א‬$ P‫ א‬2‫ א‬JS ‫א‬t [O‫ نא‬2‫ ن‬H8‫ س‬Oً [R? 3‫و‬
2‫ א‬JS ‫نא‬3‫و‬،‫ س‬H N$ -w‫א‬$ X P‫א‬: H 8 2‫א‬#
/ 01W $O‫ سא‬O‫אא‬SbGjP ‫و‬،‫א‬S/b‫و‬:1‫א‬$‫א‬$P‫ א‬2‫א‬#y`‫א‬$P‫א‬
:jK2Ku&[O‫א‬u1 ‫د‬$L‫א‬O‫א‬H 4K ‫א‬Sb‫و‬، ‫د‬$`)ً‫_א‬KL
7''8-9''‫وא‬-‫א‬5''/''( ' /''6- &''(&‫א! ''*)א‬+'',-.''/‫''و‬0‫د*''א‬23)*'' 4''/E∗F

@‫ ''*)א''دא!''د‬AB''C-'.''D7''E‫''א! ''*)א‬،'2‫وא‬#''‫ ?' ع>''=א ''س'';א‬,
KE٥٤-٥٣‫صص‬،١٩٨٩،.F ‫א‬F@GH6‫(سن‬3B," ‫*"א‬9‫وא‬Multidimentional
٣٣ ‫وא "وא! אوאوא‬#‫אאو‬
{ H$2 I‫א‬S b‫و‬،G /‫عא‬HA‫ א‬$R |=6ch‫ אא‬o$P‫)ن‬

‫ ع‬H ;‫)ن‬:j K،‫` ل‬O‫ [א‬# E$ /‫ س‬G L2،N$ -w‫א‬
PJ Pn[‫א‬W Z‫ <א‬U‫אא‬S b،u P5G 6 ;H4bh‫<א‬u&[OJ‫و‬K
G" 2‫א‬FK q‫ عوא‬O q‫وא‬c h‫ سא‬q‫ سوא‬$ `)~H y q[‫א‬
KEBabbie,1983,PP. 384-386; Hsia,1988, pp.242-243،٦٦-٦٢‫صص‬،١٩٨٩
Likert ‫ﻣﻘﻴﺎس ﻟﻴﻜﺮت‬
‫ >ق‬R!‫ א‬4Hb) / ‫ن‬3،c hI‫~ {א‬b)E$/‫ س‬Pn
‫ ن س‬/ ‫و‬،‫ م‬/ 01 H8I‫א! > وא‬t [‫= אً<א‬#‫א‬b$`)‫و‬
: K‫א‬c hI‫א‬: G1 !‫א‬c hI
‫ א‬42N‫ و‬K ‫ د ½ { ط‬E$ /
J‫د‬P K‫ نא‬WL‫א‬s‫א‬$ 1 ‫)ن‬N$ bW‫`ل‬O‫[א‬# ، j‫د‬8‫و‬
‫ ؟‬8‫و‬w‫ א‬
012‫• )وא‬
2‫• )وא‬
J‫)د‬I •
2‫)وא‬I •
‫ ًא‬1)2‫)وא‬I •
‫)ن‬I3‫س‬O‫א‬4 @n1‫`א‬eO‫ א‬$j‫א‬Gb $j‫א‬cSb‫~)ن‬$‫ א‬
5g #I‫ ن ~א‬،E‫א‬$ 2{ ½ W‫ )و‬18¾E‫א‬$ 2‫ = אم‬#‫א‬
7q>x /‫و‬، > !‫א‬t [‫`_א‬/‫<א‬4qM[&)، ³‫א‬j‫א‬
~ & ‫و‬،E1V #I‫א‬: ‫ز‬H dL1V#I‫)نאطא‬
03E‫א‬$ L ‫ د‬P‫ د א‬W‫ <א‬g[O‫א‬
HPً U )‫و‬،‫س‬HE[`‫א‬H
$L‫א‬:j K It [O‫نא‬wB ‫س؛ذ‬
O‫א‬E[&‫ م‬3~&‫و‬t[O‫א‬$/2
‫א אعوא‬W‫א א‬ ٣٤
‫و‬،ً‫ א‬8ً‫ א‬8 01 2‫)و)وא‬،ً‫ א‬8 012‫نل)وא‬،‫אط‬cSbu1ًKL

‫א‬S،PH<t[Ha1!‫א‬dP1x[K 012‫ אًو)وא‬8 012‫)وא‬H
KEbhI‫< سא‬:1w‫{)وא‬H‫= אمאطא‬#‫א‬U2w‫א‬N$2
<4 #? 3،‫ = א م‬KO‫א‬c hI‫ {א‬N )E$/‫س‬kP
،E‫א‬$ L‫ א‬/¦‫د‬ 1ً [&{ O‫) אعא‬$ `)? ) H،? +‫" ?و‬1
‫ن م‬w 8 q<{ ? KL G > !‫א‬y q[‫ نא‬2‫س‬O‫אא‬Sb‫ ع‬0 ‫و‬
H،q‫و‬$jO‫א! >א‬E O‫~א‬7P<$2‫ א‬yq، 8‫~ س‬H1
‫א‬S b‫و‬،ً‫ ? `_א‬HP =O‫ وא‬HP‫א! > א‬E> A‫)نא‬y q[‫ א‬V#
<? qMN <k ) &yq [ ‫א‬G j P ‫ = א ?و‬#‫ א‬H 4 K :[j 1
KEBabbie,1983,P.380;Hsia,1988,P.61FK‫د‬0O‫א‬o ‫א‬+
HP‫א‬E‫ א‬j‫א‬: [ ، 8E$ /‫~ س‬H 3‫ ;ج‬
W‫א‬
K?# ‫אد‬$O‫א‬chI‫ دعא‬q J١
K4# ‫אد‬$ ‫א‬E‫_א‬gO‫ دא‬q J٢
K 5‫א‬$‫א‬BS‫و‬E>1O‫ א‬$R B‫عوذ‬O1X‫א‬E‫א‬$L‫א‬:§‫ א‬J٣
‫ ع‬O‫א‬c h #‫و‬G1 3c h‫א‬E‫ذא‬E‫א‬$ L‫א‬cS b‫ ن‬/‫)ن‬x J٤
W‫א‬t>`‫א‬HF‫ <א‬V#W‫`ل‬O‫[א‬# ، ³‫א‬E‫א‬$L‫א‬xh‫و‬،]‫و‬$jO‫א‬
W ``‫)א‬،[#`‫א‬HF‫א‬H1،[8‫و‬w‫א‬HF‫)نא‬
KP¦G42 $‫א‬s‫א‬k‫ א‬b0xq) -
K PUG42 $‫א‬s‫א‬k‫ א‬b0c$)-
K $‫ א‬s$1‫ א مو‬$E [ $‫א‬s‫א‬k‫نא‬/-
٣٥ ‫وא "وא! אوאوא‬#‫אאو‬
Ku&[O‫ א‬H 4P ‫ز‬1B‫وذ‬E‫א‬$L‫א‬cSbk-‫ א‬J٥

، 4 ^P U‫א‬E‫א‬$L‫א‬oSq‫وא‬،‫وא ق‬E[`‫א‬8‫د‬k-‫ א‬J٦
KSpsss$1`،"q!‫א‬x#D‫א‬s‫א‬k1P#‫א‬،E‫[א‬-I‫א‬cSb‫و‬
E‫א‬$ 2‫)و‬، 2$PO‫א‬E‫א‬$ L‫א‬H 0E$ /‫ س‬E‫א‬$ 2‫ )ن‬7q>x
K‫[ א‬$1 X‫א‬E‫א‬$ L‫وא‬،‫ س‬Kq!‫ )وא‬LRP‫א‬E‫א‬$ L‫وא‬،E‫ א‬PO‫א‬
W‫`ل‬O‫[א‬# KBehavioral-tendency
K $‫א‬s‫א‬k‫ א‬b0xq)) -
KN$-w‫א‬s‫א‬k‫א‬P$`) $‫א‬s‫א‬k‫א‬-
K $‫א‬s‫א‬k‫ א‬b0< RE #GU )-
§ `‫ א‬H1،Kq‫)و‬LR §Gb‫و‬w‫א‬HF‫ )نא‬- b - M
K#§``‫א‬H1، PE‫ذא‬2$P
Semantic Differential Scale ‫ﻣﻘﻴﺎس اﻟﺘﻤﻴﻴﺰ اﻟﺪﻻﻟﻲ‬
Osgood , ‫و[وم‬#‫دو‬V#‫)و‬j#‫א‬1E‫م‬١٩٥٧F#‫س‬O‫אא‬SbeR
1E bhI‫ سא‬8) ‫ א‬1~H ‫س‬O‫אא‬Sb‫و‬KSuei and Tannenbaum
/2G PHK"$‫دא‬P1w‫ א‬+‫وא‬q KE O‫وא‬56w‫א‬P[R8)
‫و‬، [8‫ ن‬/ E bhI‫א‬cS b،? q 56w‫א‬chuPP? ‫د‬$2
u Hu 1‫) م‬P[ # Y -‫ س‬#) ‫ س‬O‫אא‬S b‫و م‬،[ #‫ ن‬/
W‫`ل‬O‫[א‬# ،[#`‫وא‬13‫و‬w‫نא‬/،ًPO‫<א‬uKP
‫؟‬J‫د‬PK‫ نא‬WL‫א‬s‫א‬k1B )-
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‫א אعوא‬W‫א א‬ ٣٦
? P ‫ز‬4 #‫و‬،?HH 4 # 4W ‫א‬W P1‫ س‬O‫אא‬S b‫ ز‬
G P H، ‫א‬d P1 G P ?/،‫وא‬E[&‫?ذو‬3H،u&[O‫א‬
،t [O‫ א‬4H4L ^ ‫ = و‬KO‫א‬EL ‫א‬/ 0 Mً>` H2،N$-w‫ {א‬O‫א‬
ً U )KKK$ -9‫א‬dP[ [ #‫ ن‬/‫و‬u& [O‫א‬dP[ 13‫ ن‬/EL‫א‬dP[2
$&' G 1‫א‬S b‫و‬$6[/01¥#w‫]א‬$R3{ O‫א‬i$ )‫س‬O‫אא‬SbkP
K18!‫< א א‬
Attitudes & Values ‫اﻻﺗﺠﺎﻫﺎت واﻟﻘﻴﻢ‬

‫ م‬P‫وعא‬$ 2 _` /‫ א‬b_&‫ ~و‬Nk /‫ א‬Hbw‫~א‬$‫ א‬
c hI‫ ^א‬P‫ن‬3 1، ‫ ^ دد‬$P 8 I?)I3 H8I‫وא‬K!‫א‬
E bhI‫ אً א‬$h$ `)~‫نא‬/‫د‬P ‫א‬Sb<x[K‫א‬P‫و‬،ًq‫د وو‬$`)
41 X) 41' 1&E‫ א‬P [ ~ 2KMuller$ B ‫ذ‬$S H
E bhI‫وא‬E‫ א‬PO‫ א‬H7)G [n‫)ن‬:j K H4o‫ א‬b)G 42، 41‫و ون‬
H،EbhI‫א‬b_g<xPX)‫&[ًو‬$`)G1~‫وא‬،4UP1:/#H
`+> #!‫ א‬H ،‫` ل‬O‫ [א‬# ،KE bhI‫ א‬/<x[ K 4)
‫ א‬Y 2 H KI~ ‫وא‬، 27‫א‬c h13bh‫نא‬/G1‫و‬27‫א‬
43G H ‫ א‬HF‫ وא‬H8I‫?א‬¥0ًU )b ‫د‬$L‫א‬/‫و‬،c q‫و‬
B ‫ ؛ذ‬D‫ ?א‬8‫)و‬: §H 0>#!‫نא~א‬2‫و‬K1K‫א?א‬k-‫و‬
4 #K‫א‬، D‫ ?א‬8‫و‬w‫א‬: § ، /s4 G> #!‫)نא א‬
K ‫ د‬I‫ وא‬H8I‫وא‬
‫‪٣٧‬‬ ‫אאو‪#‬وא "وא! אوאوא‬
‫اﻟﺤﻤﻼت اﻹﻗﻨﺎﻋﻴﺔ وﻋﻼﻗﺎﺗﻬﺎ ﺑﺎﻻﺗﺠﺎﻫﺎت واﻟﻘﻴﻢ واﻟﻤﻌﺘﻘﺪات‬

‫<אא ‪~H :‬א‪E> HD‬א! )‪_ g 8‬א‪)،E bhI‬و‪ bW WP‬‬ ‫‬
‫و ‪)،4H‬و‪،4 /‬و;‪)o$ P‬نא ~‪G bValues‬א ‪ _-S‬א ‪ 4 H K‬‬
‫ ~‪ 4 0‬‬ ‫א‪EbhI‬و‪8‬د‪N$ 31،b‬א‪ًbh‬وא‪ q‬אً ‪ /‬ن ‬
‫א‪$L‬دو‪$ $‬ع‪،‬وא~ ‪ H -‬ذ‪ _` <xP - ً1 # $‬א‪qw‬ن‪، b_g‬‬
‫‪3X-‬ذאد א‪،0O‬و ? ‪_gxP‬א‪EbhI‬א‪،4 0‬و‪ /‬‬
‫‪ab‬א‪_`/‬א‪EbhI‬א‪~ $R 0I‬د ‪~ 1‬א‪ H8‬و‪k -‬א‪E‬‬
‫‪،q‬و‪cSb‬א‪ k )4 K1 b_g/EbhI‬א‪ K1 K‬د ‪~H ~ ،‬‬
‫א‪E>HD‬א! א <‪>1‬دو<א ولא!‪ /01>#‬م )‪_ g 8‬‬
‫‪dP1‬א‪EbhI‬وא‪E2$‬א‪~ Iً> X)Gb‬א!‪ 3 1، 1> #‬‬
‫‪ M‬א~א!‪E>HD2،4 G4>#‬א א! ‪3‬ذن‪ +‬ولزع دא‪E‬‬
‫م‪GR P‬‬ ‫‪ q‬ل)‪، 27 H45 6‬وא ‪،‬و‪x h‬א ‪،u-‬و‬ ‫‪8‬‬
‫א‪ =O‬א‪،E‬وא‪ y D‬א ‪k‬ع‪ 1‬م‪،‬و‪S /b‬א‪3 G 1G b‬א‪ 72³‬‬
‫א!‪K‬نو‪،?¥1‬و<א‪_`/‬א‪qw‬ن‪o b$ I‬א‪HD‬א א! ‬
‫>‪3‬ذא ن‬
‫א ‪_g o‬א‪V 1Y2EbhI‬وز‪_ g3b‬א‪ً ` H2،E K‬‬
‫‪o b‬א‪HD‬א‪ D‬א ‪H2u-‬א‪]M "L‬א‪_g<Y2HD‬א‪Ebh‬אس‬
‫‪ / 2،?q‬نא ‪_ gY 2o‬א‪،c hI‬و & ~و ‪N$ -) ~H‬‬
‫‪_ g‬א‪ /b ،a K‬نא‪ HD‬א‪w‬و ‪ M‬و‪? 3[ q‬‬
‫א‪ K~HO‬‬
‫ﺑﺎﺧﺘﺼــﺎر‪) W‬و א[ ‪t‬وא א‪E #‬א‪E>HD 1 X‬א ‬ ‫‬
‫א! )ن‪ W‬‬
‫ ‪W WP J١‬و ~א‪)chI‬وא‪ KHb_g4#)aK‬‬
‫א אعوא‬W‫א א‬ ٣٨
Kc_g4#)chI‫ א‬/ J٢

KchI‫_א‬gxPX)aK‫_א‬g J٣
‫اﻟﺪواﻓﻊ وﺣﻤﻼت اﻟﺘﻮﻋﻴﺔ اﻹﻋﻼﻣﻴﺔ‬

‫)و‬، 1&!‫א‬: ?W 41Motivation P2‫א א‬WilliamsW ‫و‬a $2o$P
H1KEWilliams,1984,P. 69F ? P‫ق‬$ j1$/L‫)و‬HPP2 ‫א‬E[$‫[عא‬63
،‫ [ع‬6!‫وא‬،‫ن‬w‫وא‬،5[‫?א‬W41Krech and Crutchfeld L0$‫و‬²$42$P
Deficency |‫א‬P2‫دא‬Wu&‫א‬3:2‫وא‬ ‫^א‬1‫`ن‬q[‫אنא‬Sb‫وא!& ?و م‬
5 [‫א‬xq‫و‬w‫א‬P2‫א א‬H0H1KAbundancy Motives $2‫א‬P2‫ودא‬،Motivs
i‫א‬$j I‫وא‬ 4‫وא‬$ j‫ د א‬P1I‫[ <א‬$1^ ‫و‬،‫ ن‬w‫ א‬y[‫وא‬
H‫[ <א‬$1^ ‫[عوא!& و‬6!‫א‬W`‫א‬P2‫א א‬H0H،q‫א‬$‫و مא‬
KERoss,1985,PP. 2-3F ‫ زوא‬V !‫א‬3 2 !1: H‫وא‬i KI‫وא‬
B b‫ن ن‬3‫و‬N$ -)3 $7‫ )و‬# ^ P2‫ ^א א‬$P‫ن‬3: ‫وאא‬
WMurrayJ‫ لא‬K‫ق‬L>
/‫و‬K P2‫~ א א‬4‫ن< א‬LE $7‫א‬iX)‫ن‬3‫ ?אא‬
a #_` K G -‫ [ دא‬:2‫ ً ً )نא א‬L‫א‬B ‫ذ‬: B b
، $ 6[ 7q>? 7q>‫)ن‬B «I ;‫و‬K/‫?א‬2T‫و‬،?48 ‫و‬،‫ن‬K!‫א‬
P2‫نא א‬3~ &K? #_ KL/qc‫د‬8‫ضو‬ZL‫?)و‬#?VK«3‫و‬
1 K‫א‬E‫א‬k ‫` א‬،a K‫<א‬BS $&' ‫א‬N$-w‫אא‬P‫א‬dP1 WH
cS b‫و )ن‬،? 2? KL JS ‫א‬G ¥[‫ ^א‬O‫وא‬،H KF‫و א ?א‬،|= 0
KE٢٨‫ص‬،١٩٨٨،>#FK?P2‫<א א‬$&' N$-w‫אא‬P‫א‬
٣٩ ‫وא "وא! אوאوא‬#‫אאو‬
H K G b:‫اﻟﻄﺮﻳﻘــﺔ اﻷوﻟــﻰ‬W P2‫ א א‬#‫ א‬K "‫ق‬$Rt> &a b
N$ -w‫א‬y [‫א‬E $7‫و‬Freudian Psychoanalytic theory ‫و‬$L‫ א‬$71
N$ ‫و‬Need ReductionE [$‫ |א‬W $E $7‫א‬cSb،Drive theory
K!‫ א‬KL‫א‬E $7‫ א‬: [‫א‬Gb:‫)اﻟﻄﺮﻳﻘﺔ اﻟﺜﺎﻧﻴـﺔ‬KP2‫سא א‬#)4)
$j‫א‬cS b‫و‬Attribution‫ و‬W P‫ [)وא‬K‫א‬E $7‫و‬،Maslow # $7 `
KE‫א‬S ‫ ~א‬42< [$‫ وא‬¥[‫ א‬$j K‫ وא‬H‫ א‬W /$ P2‫ض)نא א‬Z L
P2‫ودא‬،Learning Social theoryG H8I‫ ~א‬P ‫א‬E $ 7GbW‫اﻟﻄﺮﻳـﻘﺔ اﻟـﺜﺎﻟـﺜﺔ‬
b P 2‫ سא א‬#)‫)ن‬N$ ‫א‬Achievement Motivation theories‫ ز‬M!‫א‬
KERoss,1985,p.2FKo ‫א‬3‫ل‬X‫ و א‬
‫اﻟﺪواﻓﻊ اﻻﺟﺘﻤﺎﻋﻴﺔ‬
‫ ؟‬HP‫ )و‬$j2Gbb‫و‬40L‫و‬:2‫لא وא‬X)‫ل‬q5HP‫ ^א‬
E K‫ <א‬H8I‫א‬:2‫א وא‬cS b Hb) b‫ ^ ?א& ن‬IJS‫א‬/‫و‬
KE١٨٩‫ص‬،١٩٨٨،>#FK‫ م‬/01K!‫א‬
J‫ א‬H" `، H8I‫א‬:2‫א وא‬cS ~"‫`ن א‬q[‫ و ) א‬
Affiliation5 HI‫א‬: 2‫دא‬B bW‫` ل‬O‫ [א‬# ،ًH4ًP2‫ دא‬$0 H0‫א‬
/ 01?" X): ‫ ون‬P‫وא‬E ‫ א א‬/3iS V ‫د‬$L‫א‬P:2‫אא א‬Sb‫و‬
،? #‫ <دא‬L 0‫א‬5 HI‫א‬: 2‫دא‬xq X‫د‬$ L‫وא‬K >P‫א‬13?pLT
] V ‫א>ز‬S #I‫א‬E HP1‫وא م‬c q‫ س‬F‫ م ? א‬PV
:2‫ { א א‬/P‫ א‬b‫و‬Achievement‫ز‬M!‫א‬:2‫ دא‬- ًU ) - ab‫و‬،‫ق‬L‫وא‬
B ‫ نذ‬/ ‫ ?و‬HP1، 0‫ زא‬M!‫א‬: 2‫دא‬xqX‫د‬$L‫~א‬4 yq1K‫א‬
،~ 7‫` א‬:2‫ א وא‬P‫א‬B b‫و‬، H8I‫ א ?و > ?א‬XiKq
، > #FKB ‫ذ‬3 ‫و‬،‫ وאن‬P‫وא‬،‫ >ل‬#I‫وא‬، $j K‫وא‬،d2$ ‫وא‬،~ 4L‫وא‬
KE١٩٢-١٩٠‫صص‬،١٩٨٨
‫א אعوא‬W‫א א‬ ٤٠
# $7WK!‫א‬E[$‫א‬E $7U2)‫و‬$46)]$01‫م‬#G H2

>
ً / 6 S =O‫ وא‬L=O‫א‬:2‫ ن دאً א وא‬K¾‫)ن‬N$ $7‫א‬cS b‫و‬Maslow
cS b #~ 7 K ‫א‬:2‫א وא‬:[ 0‫ )ن‬P1I3 nP‫א‬:2‫א وא‬$ 47Iً$b
E 8D‫א‬N ) ?2GLK‫א‬5WF‫א‬JT‫وא‬G$b/6<L=O‫א‬E[$‫א‬
‫م‬$ ‫אא‬S b‫ ن‬2E٤F ~ / 6<‫وא‬bH،4LP)JP‫א‬5WF‫א‬JTH1
WL=O‫א‬E8D‫א‬E KK½‫ن‬/
‫ اﻟﺤﺎﺟﺎت اﻟﻔﺴﻴﻮﻟﻮﺟﻴﺔ‬-١
G b‫و‬،{ H‫א‬E KO‫عא‬Hu1N w‫א‬Gb##w‫א‬E8D‫א‬cSb
cS bx Kq‫و‬KKE> UL‫وא =| א‬،‫وא م‬،5 ‫وא א‬،5 O‫وא‬،‫ م‬Pj‫א‬H0
KE8D‫א‬cSb+‫دون‬N$-)8qJ)<[J [ I‫د‬$L‫نא‬2 $7‫א‬
‫ ﺣﺎﺟﺎت اﻷﻣﻦ‬-٢
) ‫ د‬P1I‫وא‬w 1P 0‫د <א‬$ L‫ {[ א‬/PE 8D‫א‬cSb
$P 0I H،‫)و و د‬،u P‫ض‬$ o 1$P 0 2،$ j‫א‬
‫ ن‬/ ‫و‬،‫אج‬W O‫א‬x |= 64 #)$ $ 6< L‫ن<و‬w1
¦o ‫ ع א وא‬1$P 0، 8N$-)LL‫)وو‬، 8$-9
‫د‬L #I‫ א‬HD‫~א‬HO - b - /‫و‬، !‫"א‬#$1$&$ P
)ER[‫א‬E‫ذא‬HD‫نא‬/ X-،H?HH 8D‫א‬cSb
K‫ م‬/01" ‫א‬E>HD‫`א אوא‬
‫ ﺣﺎﺟﺎت اﻻﻧﺘﻤﺎء‬-٣
‫א‬S b، $ -9‫ א‬0‫و‬5 HI‫وא‬xD1X‫א‬E8D‫[عא‬6!8;
‫א‬w‫א‬E8qGb‫و‬،? 1K‫א‬E8D‫א‬:[0‫ )ن‬P1I3$47 INKO‫א‬
k E8D‫א‬cSb:[0، ‫ د‬K8KL‫א‬E8D‫א‬:[0q$47Ib‫ و‬1Gb
٤١ ‫وא "وא! אوאوא‬#‫אאو‬
‫א‬S b p2 ‫و‬، P1 ‫~و‬4 i$ 5 Xw‫ א‬/k ‫و‬،G"P‫א‬5HI‫א‬
‫} ذ‬1 KL)‫م‬W )H،3G‫א‬E $gO‫`_א‬/‫א‬d2$ ،5HI‫א‬
"H‫ א‬72³‫ "وא‬X)5 3 8) Xw‫א‬bh‫^ א‬a#
48‫)و‬،¥L5HI‫א‬8) H8‫ًא‬Rgab‫)ن‬N$،ً[‫و‬K~43
،N$ -) 48‫)و‬، ¥L5HI‫[א‬gS+ H8‫ًא‬Rgab‫)ن‬H،P
_bHF
‫א‬E ¥L‫ &_ א‬5 HI‫ א‬X-‫ = אم‬#‫ א‬HD‫~א‬H ‫ ن‬/1‫א‬S
KHD‫א‬/2)‫وא ق‬8D‫א‬cSbu1 >P‫و[نא‬HD1X‫א‬
‫ ﺣﺎﺟﺎت اﻟﺘﻘﺪﻳﺮ‬-٤
8D1$P 0) [،5>W ‫وא‬5 Xw‫دא‬8‫وو‬G"P‫א‬5HI1$P0‫ )ن‬P1
+‫و‬2‫ א‬b)3‫ ل‬X‫[ <א‬$‫אد א‬$2 ‫م‬Z n‫ ¿و)ن‬n‫ن‬w #O‫א‬
!‫ "א‬#$‫ ^)نא‬N$ ً‫ `_א‬K‫אم‬Z qI‫` وא‬1P 0‫ وא‬qHR
M،‫` ل‬O‫ [א‬# ، _& ً>4 #ً $RE8D‫א‬cSbS=> !‫א‬
K??2;JS‫א‬W$O‫אموא‬ZqI‫ א‬L#PK‫א‬BÀZ0‫ن‬3?W‫ل‬E> !‫א‬
‫ ﺣﺎﺟﺎت ﺗﺤﻘﻴﻖ اﻟﺬات‬-٥
H H2I3،? +xP N KO‫אא‬S b‫ )ن‬#N)$ w‫ א א‬1<
،ً>` ،[ P2K ‫د‬w‫א‬: 1w‫א‬E 8D‫ א‬+~ ‫ )ن‬P1I3?+/I
/،B‫א‬S B 1$P 0) [ 41 HP ‫א وز‬$ 0ً‫א‬$
b‫ و‬H‫)وא‬، ‫و‬S ‫ א‬1$hk ~ ‫ )ن‬/¦E‫א‬S‫א‬+‫)ن‬B‫ ذ‬P1N)#
5 6)~P ) [ ‫)و‬،? 1~T/ ً¥6q?)|=0‫א‬$P0
<‫ون‬$P 0 u8 ‫وא‬5 Xw‫אدא‬$ 2w‫ نא‬2 #J)x Kq‫و‬،? ‫ ?و א‬KL
`‫ = ن‬K ًH"‫دא‬uPO‫ )نא‬- ًU ) - pq>‫و‬، _`H iV1~4q
K‫א‬S‫אو‬SE‫א‬$"RÁ $LK‫א‬i±$8Wً>`H2،E8D‫א‬cSb
‫א א‪W‬א אعوא‬ ‫‪٤٢‬‬
‫ ‪)B6I‬ن‪cS b‬א‪ 8 H4E 8D‬אً‪،‬و)ن‪ 8‬لא! ع ‪_` 4 = K‬אً‪،‬‬
‫وذ‪8)B‬א &_ و‪)،~4P K1 3‬و)‪K~b /2‬و א "~‪ I1‬ل‬
‫)אدא&_)ن س§‪،c4‬و)ن ‪bo$P‬א‪E[$‬وא‪E8D‬א ‪ $‬‬
‫‪ K4+‬‬
‫ ‬
‫تحقيق الذات‪:‬‬
‫ ‬
‫الشعور باالبتھاج‬
‫وتحقيق الطموحات‬
‫ ‬
‫ ‬
‫حاجات التقدير‪:‬‬
‫التقدير ‪ ،‬الكفاءة‬
‫ ‬
‫ ‬
‫ ‬
‫حاجات االنتماء والحب‪:‬‬ ‫ ‬
‫القبول ‪ ،‬الحب‪ ،‬االندماج‪ ..‬إلخ‬
‫ ‬
‫ ‬
‫الحاجات األمنية‪:‬‬ ‫ ‬
‫األمن‪ ،‬األمان النفسي‪ ،‬تجنب المخاطر‪ ....‬إلخ‬
‫ ‬
‫الحاجات الفسيولوجية‪:‬‬
‫الطعام‪ ،‬الشراب‪ ،‬‬
‫الھواء‪ ...‬إلخ‬
‫ ‬
‫‪EWilliams ,1984,p.77F‬‬ ‫ ‬
‫اﻟﺸﻜﻞ رﻗﻢ )‪.(٤‬‬
‫‪٤٣‬‬ ‫אאو‪#‬وא "وא! אوאوא‬
‫اﻟﺘﻤﺎرﻳﻦ واﻟﺘﺪرﻳﺒﺎت‬
‫أوﻻً‪ :‬اﻟﺘﻤﺎرﻳﻦ )أﺳﺌﻠﺔ اﺳﺘﻴﻌﺎﺑﻴﺔ(‬
‫‪ J١‬א‪HD‬א! >؟‬
‫ ‬
‫ ‬
‫‪ J٢‬א‪$L‬ق‪u1‬א‪HD‬א! >وא‪HD‬א! >؟‬

‫ ‬
‫ ‬
‫‪) J٣‬אعא‪E>HD‬א! >؟‬

‫ ‬
‫ ‬
‫‪~b) J٤‬א‪H‬ذجא‪4 [n‬א‪HD‬א! >؟‪K‬‬

‫ ‬
‫ ‬
‫‪« t + J٥‬ذج«ذجא‪E>HD‬א! >) ‪KB[V‬‬

‫ ‬
‫ ‬
‫א אعوא‬W‫א א‬ ٤٤
K‫א! ع؟‬EHP"4‫א‬s"‫ א‬J٦
K‫؟‬b‫א‬$3‫ )م‬3HP‫ذאא‬3o$P^ J٧

KB‫ذ‬$K2‫ً؟‬b‫א‬$3‫ ً)م‬3 H8I‫ א‬$jK‫«ذجא‬b J٨

W/1> !‫א א‬E>Y1$‫א‬E >P‫ א‬J٩

E‫ א‬PO‫א~وא‬

:2‫א وא‬

EbhI‫א‬

EK‫א‬
‫א‬E> ‫ < ع‬41~ 4‫ ذא‬O‫؟و‬E bhI‫ ~ {א‬b) J١٠
K‫א! >؟‬

‫‪٤٥‬‬ ‫אאو‪#‬وא "وא! אوאوא‬
‫ﺛﺎﻧﻴﺎً‪ :‬اﻟﺘﺪرﻳﺒﺎت‬
‫‪ J١‬א‪ =#‬م«ذجא‪ K‬א‪ > 3 j-~H <G H8I‬‬
‫א‪ Ka-‬‬
‫ ‬
‫ ‬
‫‪$1E b6B)$Sb J٢‬א‪> 3 s‬؟^؟و > ‬

‫د‪Sb<?#‬אא‪41L‬؟ ‬
‫ ‬
‫ ‬
‫‪q J٣‬ول)ن‪B PH< E>HDE H" VK‬و‪ «Jw‬ذج‬

‫>‪E‬א ) ‪i$‬؟ ‬
‫ ‬
‫ ‬
‫‪ q J٤‬د ‪B H‬و‪ P‬א‪B‬وא‪B bh‬ودوא‪B P2‬و‪E c hB #‬‬

‫‪K3‬وא‪BH4 H8‬و^‪ b_gB/‬؟و ^‪)$ -.|= 0 /‬ن‬
‫'&‪4bhB $‬؟‪K‬‬
‫ ‬
‫ ‬
‫א א‪W‬א אعوא‬ ‫‪٤٦‬‬
‫ﺍﻟﺒﺎﺏ ﺍﻟﺜﺎﻧﻲ‬
‫ א‬ ‫ אوאوא‬
‫وطא ‬
‫ ‬
‫• ﻣﺪﺧﻞ‪ :‬اﻟﻨﻈﺮﻳﺔ اﻻﺗﺼﺎﻟﻴﺔ‬
‫• اﻟﻔﺼ ـ ـ ـ ـ ــﻞ اﻟﺜﺎﻟ ـ ـ ـ ـ ــﺚ‪ :‬ﻧﻈﺮﻳ ـ ـ ـ ـ ــﺎت اﻹﻗﻨ ـ ـ ـ ـ ــﺎع‬
‫واﻹﺳﺘﺮاﺗﻴﺠﻴﺎت اﻟﺘﻨﻈﻴﺮﻳﺔ اﻟﺤﺪﻳﺜﺔ‬
‫• اﻟﻔﺼــﻞ اﻟﺮاﺑــﻊ‪ :‬ﻧﻈﺮﻳــﺎت ﺣﺠــﻢ اﻟﺘــﺄﺛﻴﺮ ﻓــﻲ‬
‫وﺳ ـ ــﺎﺋﻞ اﻹﻋ ـ ــﻼم وﻣﺮاﺣـ ـ ــﻞ اﻻﺳ ـ ــﺘﺠﺎﺑﺔ ﻟـ ـ ــﺪى‬
‫اﻟﻤﺘﻠﻘﻲ‬
‫‪٤٧‬‬

‫ﻣﺪﺧﻞ‬
‫ א‬ ‫א‬

‫ ‬
‫‪*+‬אل(نא &‪ !"#$%‬אא א‪،‬و א‬

‫א &‪7 $%‬א‪6‬א‪5‬א‪4"1‬א‪ 3‬א‪0-‬م‪01،‬א( نذ(* ‪,-.#‬‬
‫א‪(،‬م" ‪(، 3> 1AB‬م(* ‪ ?-@ #‬و‪ > 1‬א=<م‪(،‬م;"‪8%9:‬‬
‫‪;-@-‬و‪N‬א"‪LM‬א=‪J K‬א‪,.5 8، 3E$%FE-EGH0I5‬א?‪$%&C?4"$D‬‬
‫‪C B‬و‪A‬א‪F‬א"‪,9‬א‪ -P1:"A FQEJ "*+‬א‪ 5‬ل‪:> 1AO"1،‬‬
‫‪,$E#-‬א ‪0‬ذجא?‪(?PWD‬ن‪VE$‬א‪،A03‬و;‪0‬ل‪ -TUV?-@ #-@-‬א‪6‬‬
‫‪ 3PI"#‬אא‪،A03‬و ‪-‬א‪7[8 5‬א‪? 3- Z-16‬אא‪ KA03‬‬
‫\ن‪-@-‬א &‪,-."%‬אא=‪O1= B%LM"$- K‬א‪-Z-#‬א" &‪$‬א‪6‬‬
‫‪08، 34"^C‬א‪]P#‬א‪O1\,.5‬א‪$& #-Z-#‬و‪(`%$‬نא‪09‬א א_ ‪J -*A‬ذא‪7‬‬
‫א‪-‬א‪c0I‬א"‪:LM‬א^‪b0‬א=‪ 1% 5a B,"3-1CQ8،JC ^C‬وא‪ 1%‬وא‪-10‬‬
‫‪H ^;:‬א‪ PE"^5‬وא‪09‬א א? ‪-‬وא @^‪-‬א_ ‪0 -B،Be‬א‪?d‬א‪,.5‬‬
‫א &‪7 $%‬א‪0hً<-K ^#+‬ذ*ً‪ً+ BJEg$CQ8،‬א‪09‬א א_ ‪-*A‬‬
‫* ‪i‬א " ‪:#‬א‪09‬א א? ‪-‬א_ ‪، PE"^5 Be‬و ?אא‪j<"k+‬‬
‫و‪g 1‬‬
‫א &‪n%‬وא‪B "`0"^:،ًl$(،m3 5‬א‪ > 1%‬א_ ‪e‬و‪ K 3> B-@-‬‬
‫‪٤٩‬‬
‫א‬ ‫אאوא א و‬ ٥٠
LM"‫א‬,"-1 ‫و‬،JE"5‫`א‬B Z"1+‫א‬-9%& ‫א‬-@-:%Lo#$%& ‫\نא‬

3B%pn`%k(7 @K‫وو‬،I-1‫א<ًو‬0 ‫(م(ن‬،b0^‫א‬:n%T P
r9‫(مא‬V s+‫א‬tP^$b0^‫؟و א‬J0^‫א‬LM"‫א‬N‫ ;و‬PKJE"5‫א‬7 B Z"1‫א‬
K‫؟‬u-!e
n%& ‫א‬-@-:P%L( v$ ‫ > א=<مא‬10LM"‫א‬7 $%&C،ًl$(
%LM"5‫א‬,.5‫א‬،‫ ل‬5‫ א‬-P1:K LM#n0K`‫ و‬3- ‫و‬،‫ > א=<م‬10
J.4y‫ لא‬.#+‫א‬:!-.#ً‫א‬1،‫ > א=<م‬1‫و‬%L($‫!ود‬x
K‫א‬-8‫ م‬E#D?‫"]א‬z Be _‫א‬$-E"‫وא‬$A0@‫`א‬%k‫ > א‬10‫א‬:‫و‬
، 301?@ 5‫وא‬,.5‫א‬:6‫א‬،@"45‫ א‬3K%F$& #-Z-#‫א‬O1\ 8‫?א‬
ً‫א‬01‫دאد‬$% ‫ א‬9‫و‬، 3K @k\‫` א‬:%Lo$J " B‫و ?א‬
u{‫ ?אوא‬9‫و‬،$& "‫ א‬v0e(j%9$+ً K%F,.5‫^א‬$
Rogers and storeyDA0"1‫زو‬%*‫و‬A‫ \ن‬B،-B%9‫אنא‬P‫א‬,&9 E5‫א‬7<‫א‬
Ku{‫وא‬D& #‫ س‬1(:‫م‬0E#+-B%~‫א‬7<‫و*א(نאא‬
KERogers and Storey ,1987F
N!" 1 ، 33*0#-@-‫ عو‬K=‫א‬7 $%&C‫ ز‬QBN!" 1J$ -8
7 -9^"‫(وא> א‬:";‫و‬7 -9BA‫وذ ?א‬،‫ > א=<م‬10LM"‫א‬7 $%&C
DB Z"1+‫א; א‬%-9- ‫א‬n%& ‫א‬:ً‫א‬0{JEC,L،$%y9‫نא‬%E‫א‬
K$& "‫א‬7 ‫א‬4"1+‫א‬#:-E-PI"‫مא ذجא‬E 1ً‫א‬k(‫و‬،JE"5‫א‬

‫ﺍﻟﻔﺼﻞ ﺍﻟﺜﺎﻟﺚ‬
‫אعوא א‬
‫אد‬ ‫א‬

‫(نא אאوא‬Littlejohn, 1983, pp.147-148) ‫ن‬

Deterministic"!‫و‬،Linear$% &'& ،‫" ! א א‬#‫א‬
‫د‬0 ‫א‬1‫א‬2‫'א و‬03‫ ز‬5،6%‫ًوون! א‬#*+‫ د‬-‫نא‬./ ‫و‬
" ،71‫א‬8‫طوא‬:6;‫*<א‬/=:8 >!?:+ @:‫ ?و‬.#
Classic #A/‫א‬8‫& א‬BًCD‫ذ‬F=&
‫ط‬:6;‫" א‬:I‫و‬،InstrumentalG‫دא‬H‫א‬D ‫و‬،Conditioning
B ‫א‬J F":، .‫ًא‬K *L$ ‫وא‬،Operant Conditioning
K7&&‫א‬N.‫ א‬0B‫س‬#H‫א‬7FC6P‫א‬5I‫א‬.‫ نא‬F F.C

L EDissonance & Consistency +‫قوא‬:;‫א‬F:;‫ن א‬
7
&&‫א‬N.‫نא‬U : ‫א‬J F‫و‬،V =‫א نא‬VI‫א‬B‫ص‬%
L WVV/‫و‬،C6P‫א‬1‫א‬5I‫א‬.‫ د‬-‫א‬#‫א‬L WVً‫א‬C?"*+V/;
‫&ن‬+،‫ د‬-7-‫אعא‬.FF8*Y+،?.!VI1? ‫א‬6‫د‬Z‫ دو‬-‫א‬8*+
:.‫א‬VI5‫א‬5H‫و א‬،]^‫و`ولא‬،[F ‫قא‬:;‫א‬Vً"G‫\>دא‬
٥١
‫א‬ ‫אאوא א و‬ ٥٢
+‫א‬،Festinger + &5‫و‬،V/II‫אزن‬.‫א‬a‫د‬.،5@!."+

‫א‬J F b "P‫ א‬%‫وא‬B *c ‫א‬Cognitive DissonanceB Y‫א‬
‫"א‬:" ،‫ א‬FI. !L <‫א‬de-0'‫زא‬I*‫و‬،‫ذ‬C
K .‫א א‬7F" ،C6P‫א‬f‫و‬%‫אא‬F ‫א‬5I‫א‬.‫ א‬:;‫א‬
5/+،Teleological positionGg‫א‬ h‫ !א‬b H‫א אא‬i :
*&j ‫א‬J F‫ز‬k" ،ً‫א‬lIf‫و‬lm‫ د‬-‫وא‬،? n?‫د‬.C.‫א‬Bo7p
5I‫א‬.‫א‬qr"s‫א‬L WV7&&‫א‬N.‫א‬3 =:7F‫و‬،Reciprocal‫د‬:
، ‫א‬J F'05% ‫و‬،t=&VG/ ‫ د‬- :*&Z،C6P‫وא‬%‫אא‬
‫م‬.: ‫א‬7F‫و‬،Information processing TheoriesI.Y‫א‬sI &
‫م‬. x ‫א‬7Y‫א‬5VIy s‫א‬I.Y‫א‬z:vIw`‫سنאع‬#
‫ن‬:U KETan,1985,p.109FI.Y‫א‬J F8:‫و‬5\ /-I‫و‬t=&VG/ J6‫و‬
'‫زא‬Ib a‫אא‬w.\‫وא‬،Fyl &/I{-c.‫نא א‬Tan
*:F~‫ א‬g:‫نאس‬H‫؛‬
‫א‬J F|!w`‫وאع‬KًK *yi/: I
‫^م‬:‫نאس‬2‫ و‬Y‫א‬VI‫و‬،8*:n6L\:lg+،*: .#‫و‬Fo‫א‬6‫و‬
KETan, 1985, p.11F2‫א‬FH‫א‬Z‫ل‬..‫وא‬n ‫א‬L05CVII.Y‫א‬
‫א‬D:Bb"Iy s‫ذج אאوא‬8 ‫م‬.#
‫ د‬-‫ذאא‬VC6P‫א‬1‫א‬5I‫א‬.‫א‬D:*‫د‬.@Y‫א‬FC6P‫א‬5I‫א‬.8*: ‫א‬
:‫א א‬5I‫א‬.‫"א‬F ]: ‫א‬،%‫אא‬5I‫א‬.8*: ‫א‬D:‫و‬،E7Y‫א‬
qr"~ ‫مذج א‬#ً‫א‬l%‫و‬،‫"אع‬B7Y‫ دא‬-F ‫א‬
‫و‬BًI‫^א‬#‫ א‬b H‫א א‬7Fr$J F‫و‬،C6P‫وא‬%‫אא‬5I‫א‬.‫א‬
K a‫א‬
٥٣ ‫א " א!א‬#$‫' א& عوא‬
‫ ﻧﻤﺎذج ﻟﻠﻨﻈﺮﻳﺎت اﻹﻗﻨﺎﻋﻴﺔ ذات اﻟﻌﻮاﻣﻞ اﻟﺨﺎرﺟﻴﺔ‬: ً‫أوﻻ‬

B h*C‫ذ‬8FH‫م‬#FV‫و‬، ‫א‬J FVI ‫א‬DF
K‫ א"א‬h:'‫و;زא‬7 Y‫א‬
Classical Conditioning ‫ ﻧﻈﺮﻳﺔ اﻟﺘﻌﻠﻢ اﻟﻜﻼﺳﻴﺔ‬:‫ اﻟﻨﻤﻮذج اﻷول‬-١
KPavlov2.+7#‫ אא و‬+‫@د‬Y ‫א‬J F2= ‫א‬
y6‫وא‬y.‫א‬D;7?I ‫نא‬/I?& ‫א‬J FU :
y 6‫א‬D،7W %?$6L WV.$Y‫א‬#;‫א‬w‫!א‬Z
|/‫م‬$‫א‬8 :?&2.+C‫~ ?و‬7-+،#;‫א‬J Fw‫!א‬Z
‫م‬$‫א‬8 :t6‫و‬EW pln#‫א‬F?5 E7W pln?IF
?‫| د‬/‫א‬5 E7W p?IF‫ א‬Iy‫ س‬s‫|قא‬/
KEW p#‫א‬F‫ س‬s‫א‬.
8‫" "א‬:W =‫א‬#;‫א‬y.‫א ن‬J F7:‫و‬
#ً.I7W pln %‫و‬7W p?Iq‫ط‬:6A&‫ن‬./ x ‫وא‬
KW‫= و‬Iln
Operant Conditioning ‫ ﻧﻈﺮﻳﺔ اﻻرﺗﺒﺎط ﺑﺎﻟﻨﺘﻴﺠﺔ‬-٢
‫ن‬B‫א א‬rIL-:7F‫و‬،Skinner /#Z ‫א‬J F|:
‫ א‬:"+،،F8‫ א‬W‫;ن‬Z?":8 o7pN.‫א‬
‫م‬.:7W =‫א‬ln?Y‫א‬rI7W =‫?א‬Y‫אאنא‬L WV8 8‫نא‬Z#A/‫א‬
‫ &'א‬I I[‫א‬8 >!،N.‫א‬t ‫ط‬:6;‫& א‬
5ًIk#A/‫א א‬d+ ; /#‫ن‬+ IH‫!א‬B‫و‬،.n I‫و‬Z
L WV8 8‫א‬8IV/،* WV8 8‫א‬d‫ ن‬
KESeverin with Tankard , 1987 , p.158F‫ط‬:6;‫א‬
‫א‬ ‫אאوא א و‬ ٥٤
&A+.F W‫*و‬I C6P‫א‬5I‫א‬.8*: ‫א א‬J F h

rI*:‫و‬،&b‫א‬Y‫ א‬a‫א‬rIF ‫א‬F~;‫א‬lg:V?h.‫و‬Hovland
‫ل‬.!‫א‬y‫א‬.C %8h، a‫&* א‬Yale5 ICB?GAI‫ز‬VId
i 6+،C6P‫א‬5I‫א‬.8*: ‫א‬J F‫ون‬،r$‫و‬،F~;‫א‬lg:
i +،‫א"א‬B h: ‫א‬C6P‫א‬5I‫א‬.‫ א‬JAI‫&وز‬A+.F
|&s‫ذאא‬# ‫^אمא‬#‫"א‬F‫و‬،‫א‬5G# ‫ א‬- ‫ل‬.!8*:#‫א‬6‫د‬
‫ل‬.!‫و‬،One side and tow sided messagesq&s‫ذאא‬# ‫وא‬،!‫א‬.‫א‬
‫ل‬.!‫و‬،Fear Appeals - .^‫وאوא‬-W‫";א‬#;‫א‬I‫^א‬#‫א‬
#‫א‬6‫א‬J FG&V> a‫א‬8 2.#KSource Credibitiy?‫@א‬I‫و‬5# Y‫א‬
K‫א‬6‫@د‬Y‫א‬V> a‫א‬FA:I‫و‬
‫اﻟﺘﻄﺒﻴﻘﺎت اﻟﻌﻤﻠﻴﺔ‬
o‫א‬.#‫א‬IA‫א‬.‫א‬ABq ‫א‬q:FL$&‫ن‬V/
7 "+‫و‬،"aP‫א‬5G# ‫!> א‬VI‫م‬8"@‫!>א‬VID‫ نذ‬
Kq‫א‬8‫א‬ &L$&*$#‫א‬. ‫ قא‬$‫א‬8F
ln#ً.I7W pln %‫و‬7W p?Iqt &‫ن‬r$& J١
|$:5"q‫و‬،‫ل‬bY‫א‬5# ،6.*=I]^pqt &‫ن‬r$+،W p
،6‫ א‬/‫א‬VI‫ א‬Iy،‫ن‬#H‫@\א‬o;‫ًא‬AbI5،?\"a‫א‬
‫ א‬F‫م‬.#? ‫و‬،‫ن‬#H ‫א‬q‫ אא=^]و‬Fq7Y‫א‬t ‫ن‬r.&
A"a‫א‬BJ‫& א‬Iً‫א‬lb ‫א‬J F‫^אم‬#‫نא‬./ ‫و‬،?&#j 7Y‫א‬
K&A‫א‬
5@`‫ن‬L\ ?&‫و‬،"FH6.=‫?א‬G$Z‫و‬7Y‫א‬o‫ א‬WZ‫ن‬/I J٢
A"a‫א‬B:‫א‬#
‫א‬J Fe!A&Iً‫א‬lb ًK ‫و‬،?-&+/‫ אو א‬
‫‪٥٥‬‬ ‫' א& عوא‪#$‬א " א!א ‬
‫א‪&A‬א ‪5# - .:‬א‪bY‬ل‪-‬א‪j7Y‬ن ‪5 j‬و = ‪ًIً1p‬‬

‫‪. o‬م ‪KK5I‬ون ‪i‬و‪6‬אً‪!ًI‬م‪VI‬א"‪5‬وא‪*s‬א=ق‪،‬‬
‫و‪/I‬نא‪^#‬אمא‪.*-Y‬م&‪AB?-‬א‪.‬א‪IA‬א‪K‬‬
‫‪/I J٣‬نא‪^#‬אم‪.*-I‬مא‪،h‬و‪8 " I‬א‪B7‬‬
‫א‪A"a‬א‪Z5، ..‬ن‪ F‬אא;‪^#‬אم‪8F.F‬א‪^#‬א‪ &I‬א‪5/=8‬‬
‫م‪'h+،‬א\‪w.‬وא‪6‬א‪#‬א"‪"F‬א‪Fh‬א‪BEyj+/Y‬א‪.@a‬ل ‬
‫א‪5-‬א‪.$Y‬و‪ /:‬א‪،J6‬وא‪yj+/Y‬א‪./:IY‬ن‪I‬د ‪،‬و‪VIًAb"+، .I‬‬
‫א‪V/"Y‬ن& ‪qt‬א‪5-‬א‪?0.$Y‬و‪q‬א‪.@a‬ل ‪I5I‬د‪t &+،x‬‬
‫‪q‬א<عموא‪.@a‬ل ‪d‬א{א א‪./ " ،‬نא ‪qt‬א‪5-‬‬
‫א‪?0.$Y‬و‪q‬א‪.@a‬ل ‪j ،x.I5I‬ن& ‪qt‬א<عم‬
‫وא‪.@a‬ل و‪#‬ملٍ‪./:D ،‬نא‪h‬د ‪qt +،‬א ‪lP6b‬‬
‫وא‪.-‬ز¡‪y %‬ذنא ‪K:‬‬
‫و\‪+،‬ن‪8 :‬א‪،yj+/Y‬وא‪8‬א‪L$: t+ @ ;،7‬‬
‫& א‪ 5،8‬א‪ZJ‬א‪VIlb/‬א א‪%،U %H‬א ‬
‫א‪ K"+e!A#" ،Functional Theories-c.‬‬
‫‪/IًK J٤‬نא‪^#‬אمא‪!B£ .‬م‪L$:‬א‪5-‬א ‪x‬‬
‫‪?|$:‬א‪،"a‬وא ‪./‬ن‪I‬د ًو‪،ً .I‬ود ً‪،‬و‪'h‬א\‪w.‬‬
‫وא‪6‬א‪#‬א"‪،?"F‬و&? " نא‪ p‬אً‪ ،‬نא‪ b -‬د‪K‬‬
‫و‪|V/‬ن&‪-F-e!A‬א‪ -‬ق‪B‬א‪£ .‬א‪q7‬אعوא א‪،J‬و‪V‬‬
‫&@‪?<^vI‬א ‪5¤# Y‬א‪V/،7Y‬א‪B5# Y‬א‪.‬א‪D;r‬א‪ y6‬‬
‫א‬ ‫אאوא א و‬ ٥٦
‫אن‬+q‫אو‬6^Y‫א‬7W:q"a8G‫א‬t +، pI5/=J -:

KًAbI‫ ز‬yl$%‫ אض‬Ij‫אوא‬6^Y‫א‬7W:q‫و‬،?‫א&ن‬
Inoculation Theory ‫ ﻧﻈﺮﻳﺔ اﻟﻠﻘﺎح أو اﻟﺘﺤﺼﻴﻦ‬:‫ اﻟﻨﻤﻮذج اﻟﺜﺎﻟﺚ‬-٣
'& o‫א‬.#،U %H‫א אא‬VIlb/‫א‬V ‫א‬J F
*n ‫א א‬J *+،ًIqh;‫م‬C6P‫مא‬%‫אא‬5I‫א‬.8*:
‫ولن‬05، .‫وא‬F~;‫א‬lg:- i :;McQuire ‫א‬. I
5I‫א‬.x@‫وא‬I‫و‬Y‫ א‬y6 b "G‫ א‬.‫وא‬F~;‫א‬5~
‫ن‬+،‫ אض‬IH‫'¦!? א‬h§$‫א‬8$‫وא‬،£‫א‬.F" ‫و‬،lg‫א‬
"F 7IA‫א‬q@\‫وא‬£‫^אمא‬#‫نא‬/IU ‫א‬. I
oh5bI،"*Y‫אא‬.Y‫א‬dB‫ د‬-‫@א ض{א‬:;‫א‬5G# ‫א‬
"8 ‫א‬. IU ‫و‬، .Y‫א‬8*!‫و‬6‫دو‬.%‫ و‬a‫א‬
. ." %¡‫א‬x ‫א‬8 :7g ?&+G.‫א‬8$‫وא‬،q@\‫א‬
+ ، 6Y‫א‬o‫א‬6¡‫א‬
Z‫"ع‬#;‫ א‬+7"3:D ‫و‬،!‫ و‬$Y‫א‬
y6 b 7Y‫ אא‬F5‫و‬5G# ‫@אא‬I‫ز‬i ‫ א‬F‫و‬،y&Y‫א‬U
*C‫و‬،‫א‬.L WV{‫ ض‬:."+U %H‫א‬o‫א‬6¡‫*א‬I
KESeverin with Tankard, p,181,Reardon,1981,p.76F 6I

‫ ﻧﻤﺎذج ﻟﻠﻨﻈﺮﻳﺎت اﻹﻗﻨﺎﻋﻴﻪ ذات اﻟﻌﻮاﻣﻞ اﻟﺪاﺧﻠﻴﺔ‬: ً‫ﺛﺎﻧﻴﺎ‬
،7‫א‬lhj‫א‬B%‫אא‬5I‫א‬.'"F‫א א א‬VIlb/‫א‬NF
D ‫و‬،Heider6{‫אزن‬.‫& א‬5b" ،?:;‫א א‬،D‫ذ‬bIVI‫و‬
U : ‫א‬J *+،Festinger -Cognitive Dissonance+ Y‫ א‬+: &
?&+Psychological Equilibrium7-‫אزنא‬.‫دא‬.C‫ = مو‬I‫نא&ن‬
٥٧ ‫א " א!א‬#$‫' א& عوא‬
5/=w‫¨!א‬Jl-:L WV‫?و‬-&lg:L WV?‫ل‬.@a‫`ولא‬

&L$I.F‫ א‬F‫و‬،‫אزن‬.‫!مא‬B© ‫ن‬r$ ;‫&ن‬+،m
‫אم‬L WV :.‫ نא‬i : ‫א‬J F'& ‫ن‬Z‫و‬،?-&B Y‫ א‬+‫א‬
w\:‫و‬،L$YL ‫אزن‬.‫& א‬B.F"،Ex‫ د‬-‫א‬F7@^=‫א‬7-‫א‬
+-mC6?Z‫ل‬..‫ دא‬-‫\ولא‬#x ‫א‬lg‫א‬VB Y‫ א‬+‫& א‬
Ko7p;‫و‬،t#.I‫و‬،7 lg:DF‫ن‬./
8:y‫د‬Z " I'0‫ج‬6: ‫א‬J F8I‫ن‬+a‫א‬B‫و‬
‫ ن‬i :،r$ ‫א‬J F‫و‬Theories of cognitive Reorganization+ Y‫א‬
+ Y‫א‬8:y‫د‬ZL WVD‫?א;عوذ‬Ir >!?:‫!ذא‬B‫ د‬-‫א‬.F8*Y‫א‬
6‫" א‬#‫"*وא‬FHD‫؛وذ‬B
Y‫ א‬+‫ & א‬t+i #7 "+K?
K a‫'א‬.‫*! א‬G. l-‫*وא‬I‫^א‬#‫א‬
Cognitive Dissonance ‫ﻧﻈﺮﻳﺔ اﻟﺘﻨﺎﻓﺮ اﻟﻤﻌﺮﻓﻲ‬
L ‫&* &'و;زא'ذא‬Z،‫ق‬AW‫א א‬8FVI ‫א‬J F:
&‫ًو‬h'¦ ‫ א א‬b VI ‫א‬J F:‫و‬،‫@ل‬:;‫א‬o"U
;a‫ א‬i :*&jD‫ذ‬،%‫אא‬5I‫א‬. ‫א‬J F8*:r$‫و‬،U %
K?:+ @: h?#!jt: :‫و‬،‫א&ن‬56‫و‬: ‫ א‬/-‫ وא‬6.=‫א‬
5%‫دא‬B +‫א‬L% i "a‫ א‬8G‫א‬:-F- +
V>\r+ 8hVI‫ دو‬-‫وא‬،‫א&ن‬i J6‫ و‬+‫ אא‬F،‫א&ن‬
K?: .#‫?و‬:F~‫א‬lg 8h،?K-5H‫و א‬،L+‫א‬.‫א‬
،ً&hJ~;‫א‬lg:? 8h،ً;‫و‬N.‫א‬lg:‫ن‬/I?& ‫א‬J FU :‫و‬
?:f/‫مאس‬I2 @ ‫?ن‬+?I|.IB‫ د‬-‫א‬r . I،ًAbI
h‫ن&و‬./ ‫ون‬،r"‫א‬tg 5-D‫نذ‬./ ‫ن‬j @^=‫?א‬:F~‫وא‬
‫א‬ ‫אאوא א و‬ ٥٨
?: ‫ن‬B +‫א‬VI‫ع‬.D‫= ذ‬#‫ د‬-+،VIª2.%‫و‬

،?: .#8¤GAvF~;‫א‬J FBً‫א‬lg:?Ir.&‫ א‬،‫ د א‬-‫?א‬:F~‫وא‬
N.‫א‬rIJ~;‫א‬IoA
IB< n ‫ ً\'א‬. +‫م " نא‬5/=
KESeverin with Tankard , 1987 p.153F
l lhj:{‫ ن‬B Y‫ א‬+‫& א‬،6@%?W ‫א‬J FV‫لن‬.
V'h0YIA‫א א‬Bً "*Iً .I' ،7‫א‬5a‫א‬B
‫א‬J F‫ن‬Za‫وא‬KELitttlejohn,1985p.151F ?‫وאع‬،I.Y‫وא‬،5G# ‫א‬
Information Seeking and *~‫و‬I.Y‫א‬V>\‫א‬y /+6.$:‫و‬6.*cB'"*#
*I^ ‫ن‬V/"Y‫א‬VI ‫ قא‬$‫ن!א‬U :B Y‫ א‬+‫ א‬+KAvoidance
‫~|א ض‬L WV.F،I6‫ א‬J‫?אذ‬K-‫و‬، +‫~|א‬B‫ د‬-‫א‬
>\ ‫ د‬-+?-&'.‫א‬B‫و‬،J‫אذ‬x ‫א‬6‫א א‬VIf/‫א‬-:I.IxH
‫ن‬+y6#I]^pUp‫א‬.،‫ل‬bY‫א‬5# ،x ‫?א‬+‫א‬.: ‫א‬I.Y‫א‬V
‫ل‬.!6‫و‬: ‫אא‬6&A
‫ א‬i 2.#o‫א= א‬6‫א=^] א‬
‫ א‬FK+Y‫א‬y6&A‫א‬V 2.#‫و‬،F‫א‬p‫א א‬y6‫א‬.&
‫ ق‬$&2.#،Selective Exposure7G&;‫ضא‬ " I.F£$@Y‫א‬
K5G# ‫א‬V> a‫א‬G&;‫"א‬
‫اﻟﺘﻄﺒﻴﻘﺎت اﻟﻌﻤﻠﻴﺔ ﻟﻨﻈﺮﻳﺔ اﻟﺘﻨﺎﻓﺮ اﻟﻤﻌﺮﻓﻲ‬
+‫& א‬%،:;‫^אمא א‬#‫"א‬a‫ א‬8G‫א‬r$
VD‫وذ‬،"aP‫א‬5G# ‫א‬8"@:‫ و‬oh،7"5/=،B Y‫א‬
‫ א‬FW‫ن‬+a‫وא‬، +6.=‫א‬VI;!7Y‫א‬Blb:5G#6L%L W
l IyDFV/‫و‬،"a‫عא‬. .I.&‫و‬،6.*"s‫א‬.& " +‫א‬
‫‪٥٩‬‬ ‫' א& عوא‪#$‬א " א!א ‬
‫‪<:‬د‪L% l 5/=y6‬א‪U +‬א‪،7Y‬و‪Z‬ن ‪lb‬אً‪VI‬א‪l Y‬א‪<:‬‬

‫‪B'! p‬א‪5@-‬א‪H‬ول‪VI‬א‪ K/‬‬
‫‪.#I ً$:‬א ‪v‬‬
‫‪ -١‬ﻣﺎ ﻳﺨﺎﻟﻒ اﻟﺸﺮﻳﻌﺔ اﻟﺴﻤﺤﺎء‬
‫‪5 fr$‬א‪A"a‬א‪ ..‬א ‪:‬م‪B‬א‪*@ /"Y‬א‪.‬‬
‫وא ‪ ¯N.5‬م‪،ً p‬و‪®N.#‬א= א‪ $IA#‬و‪،U %‬‬
‫و‪Z‬ن ن ‪*L$ *Ilb‬ذ‪lb D KD‬אً‪¦I‬نא‪A"a‬א @‬
‫‪*I‬א ‪?>`N.#Z5‬א ‪V‬א‪-¦;&" ،7IA#‬وא‪"a‬א ‪x-‬‬
‫‪B‬א‪|$:/"Y‬ق‪r&I‬א ‪VIV‬אذ‪J‬وאم?‪ K‬‬
‫ א‪،‬אم"‪.!IAZ ..:‬ل‪. .I‬ع‪C.:،I‬د ‪8 0‬‬
‫"?‪،‬و א‪\#‬אم?‪/I+،‬نא‪ 8G‬א‪"a‬ن ^مذ‪BD‬‬
‫‪?G#6‬א‪+ ..‬ن &'א‪7W:V،2 \IN.#5 7F"a‬א‪6^Y‬א‬
‫ ‪5#‬א‪bY‬ل‪/I?&+،‬نא‪^#‬אمא¡ א‪ /‬وא‪!H‬د >א= ‪-‬אא‬
‫ ! ‪،*W:I‬ونذ‪ =` -m D‬عא א ‪.Fx‬د ‪V‬א‪q"Y‬‬
‫‪،ً°‬و‪J F‬א ‪،5G#‬دون‪VIً.&L،Dp‬א‪U +‬א‪./ 7Y‬ن‬
‫‪ً"I‬و "‪ F5‬א؟>‪ZI‬ذא &'א‪V ./.:"a‬א~‪،J‬و‪ Ij N.#‬א= ع‬
‫?‪/I?&+،‬نא‪^#‬אمא¡ وא‪!H‬د >אא?‪o‬א ‪5G#‬و‪ F‬א‬
‫ ‪VIً.&L®D‬א‪ *VI 7" :.‬אא ‪V‬و; "‪ F5‬אא"‪5‬؟> ‬
‫‪Loss of Family prestige‬‬ ‫‪ -٢‬ﻓﻘﺪان اﺣﺘﺮام اﻷﻫﻞ )واﻷﺻﺪﻗﺎء واﻟﺠﻤﺎﻋﺔ(‬
‫!א‪opH‬א ~&= مא א!وא!س‪-&H 6.FL‬‬
‫و‪،& %‬و‪،Iً1p ³2.#‬و; ‪VI8F"BC.‬א‪y #H‬وא‪،"s‬‬
‫و! ‪x‬و‪7‬א‪"a‬ن ^‪.I‬א‪ F‬אא‪U6.pLP5I‬א‪y6P7Y‬‬
‫א ‪?Fq?w02.#‬و=‪ CVI?:l‬א‪ Fo‬אא ‪5" x‬و‪ CVI‬א‪o‬م‬
‫א‬ ‫אאوא א و‬ ٦٠
J6 ‫א‬6^Y‫א‬7WY5G#6|/&،‫ل‬bY‫א‬5# ،"a‫?א‬$:I5"

ً"C‫` ?א‬x ‫!אموא א‬A?&‫א‬+VI‫و‬،?G‫?و‬FH?&‫א‬+VI*+
K5"‫א'وא‬B‫אس‬q
Economic Loss ‫ اﻟﺨﺴﺎرة اﻻﻗﺘﺼﺎدﻳﺔ‬-٣
/IN.#.F?!AZ ..‫א‬A"a‫ولא‬0x ‫א‬N.‫אعא‬.&VIlb
‫ ن‬I I،5I‫ אא‬F‫^אم‬#‫نא‬/I‫ א‬K‫مو‬،‫ د‬-‫ ن‬o‫א‬.#ً ‫د‬I
8 I + =#‫ د‬-‫نא‬D‫ذ‬، ‫!א;@د‬A‫عذא‬. .Y‫א‬
،"G?‫م‬.:;F ‫د א‬Y‫א‬y6P‫א‬VIlb/‫?א‬-/#‫ א‬F? .#‫ن‬
‫ن‬D‫ذ‬،G#6B5I‫ אא‬F‫نن&^م‬/I‫א‬6^Y‫!א‬B،‫ل‬bY‫א‬5#
5 ‫ ع‬Zx‫د‬:*&Z5، ‫د‬Y‫ א‬GP‫א‬VIlb/‫א‬Zx‫د‬:t+'‫א‬6^Y‫א‬
K‫?א&ن‬/I
Loss of personal prestige ‫ ﻓﻘﺪان اﻻﺣﺘﺮام اﻟﺸﺨﺼﻲ‬-٤
‫ د‬- 7"C;‫?א‬.IVI‫?و‬a‫?א‬VIً1p- ‫دن‬. ;+]^p5
‫ن‬+a‫وא‬،D I5 | ‫و‬،<^Y‫* وא‬Y8* ]^=+،5+
&AZU &ًAb"+،!‫א‬J F i : 6‫&א‬A‫א‬VIlb/‫א‬
Ji IVIً1p- ]^=‫ نא‬،y =‫א‬/=IVw\:7F‫و‬.I=‫א‬
،ًK K?- y =‫وא‬e!.."+5Pf\#" ،>>*?GAI‫مز‬I
?I‫^א‬#‫نא‬/I5I‫ אא‬F‫و‬، ..‫א‬A"a‫א‬B‫ א‬F‫^אم‬#‫نא‬/I
UI£ .?I^&‫&ن‬/I+،‫ل‬bY‫א‬5# ‫א‬6^Y‫ &א‬%.+،ً"G‫دא‬
J GP‫ن& ض‬V/" ،?&/I‫?و‬B]^=‫א ض{א‬y6P‫א‬
Z‫ل‬.\‫ א=وא‬.!‫אن‬+‫و‬،5/=‫* وא‬Y‫وא‬،\@‫!>א‬VI@^=‫א‬
K´ZKKK.*/‫א‬
٦١ ‫א " א!א‬#$‫' א& عوא‬
Uncertainty of prediction ‫ ﻣﺠﻬﻮﻟﻴﺔ اﻟﺘﻨﺒﺆ‬-٥

‫ وم‬+ =&8*:+ @:‫و‬V %¡‫א‬N.j&‫ن‬r$&;I
&ZK.!VIw‫!א‬Hj&‫ن‬r$&;I،ً K ، + =&‫و‬،!‫א א‬
،y C#6IBD‫ نذ‬o‫א‬.#،y Cy!&IL‫جوא‬i&; =&
>\&y s‫א‬opH‫א‬J *6.=‫א‬8K%7-+،y C-c‫مو‬، C5"B‫م‬
e!A&K.!VIw‫!א‬Hj&‫*ن‬$#‫א‬.r$&op،*+ &opV
¦5،$‫א‬w6‫א‬./‫وא‬،I‫ز‬H‫وא‬،‫ و‬a‫א‬ohBF +:pB: .#
Kw‫!א‬H‫א‬J *'1C.+I I7&A5/=2 @:;‫אس‬
‫ل‬Ag#;&D‫؛وذ‬
=‫وא‬F‫ א‬Y‫א‬V 2‫¦نא; א‬Iً‫א‬lb
‫ن‬r$ ;‫و‬،?.I?+=‫א‬2 ;x ‫א‬V‫ אא‬F+ \Y‫*א‬s‫א‬d
‫א ش‬1‫?وא‬FVyV IB?!6tÌ%،?.!j
‫ن‬2 &‫و‬KI*s + ‫ن‬j ‫و‬،y#6I‫و‬Is|F ‫ن‬j *+
8* Y‫א‬C6‫ند‬D‫ذ‬، -‫א‬oh‫א‬6^Y‫دوא א‬.:pVIً‫א‬lb
B8* ~‫و‬،8*# g@‫و‬،8* [ ‫אزعא‬.‫א‬K&‫؛‬- ‫ن‬./:
+ @‫و‬،w‫!א‬H‫*א‬+8*|@ 1B8F‫د‬.C.ًK ‫و‬،ya‫א‬
‫א ش‬-\Y‫א‬$‫א‬q +‫ א‬F=‫ " = א‬،8{.!VI‫אس‬
،A%H‫א‬6.I¨ً&‫وز‬،y‫د‬،8 ;x ‫وא‬،?+.Fx ‫אא‬q‫و‬،*+
‫א‬6^Y‫א‬Z‫* ع‬+J Z? ‫و‬،7-‫א‬H‫ אא‬FV¶/ o7pV>\+
K +‫ אא‬F?L®o7p5 ?#*&ً&c‫ א‬/Y‫وא‬
=‫א‬5g:‫ن‬r$:+ \Y‫*א‬s‫ "نא‬-?&e!A&‫|ن‬V/
5g ‫"ن‬a‫ א‬8G‫نא‬/I-y CV IZ8{&‫א‬%qF‫ א‬Y‫وא‬
‫א א‬rI‫و‬،7#‫א‬6‫א אمא‬rI=‫?{ אא‬G#6‫و م‬r .‫ אא‬F
‫א‬ ‫אאوא א و‬ ٦٢
=‫א‬o;{I+‫د‬5G#6‫"ن م‬a‫ א‬8G‫א‬r$ " ،y s‫א‬

5$‫א‬B‫ج‬6^‫ ون‬+ V ‫א=א‬D1‫و‬%،7#‫א‬6‫&* אمא‬rI
KELarson , 1986, p.138F-@‫א‬
Sense of Guilt ‫ اﻟﺸﻌﻮر ﺑﺎﻟﺬﻧﺐ‬-٦
^: ‫א‬7F&A‫א‬A"a‫א‬D ‫ و‬..‫א‬A"a‫א‬dU &Iً‫א‬lb
I،‫ل‬bY‫א‬5# K7"|& 6.=‫א‬L%‫ول‬0>!،.#H‫ אא‬F
،o7px5 j ‫ ن‬،ً.C..F‫و‬yl+‫دو‬B?ً%8Y‫א=^]א‬U
5G# ‫א‬VI.‫א‬J F‫ن‬Dp;‫و‬،?‫ א‬p‫?و‬IWB2 I.F‫?و‬-&F= 8h
.F‫و‬،6.=‫ً{ אא‬A!‫م‬:8h،|& ً#!Z‫ و‬+ً‫א‬6.p7Y‫א‬xL
K =Y‫وא‬5 jY‫א‬B2‫ א‬#‫مא‬5H‫و א‬،‫ل‬bY‫א‬5# 8{‫אم<ع‬
‫ﺗﺪﻋﻴﻢ اﻻﺗﺠﺎﻫﺎت واﺳﺘﺨﺪام اﻟﻌﻮاﻣﻞ اﻟﻤﺘﻨﺎﺳﻘﺔ‬
7Y‫א‬7$: ‫א‬،:;‫א א‬VI1p‫";א‬#;‫א‬dDF
‫א‬Y‫وא‬F~;‫א‬8‫ ق‬$‫א‬J F‫^م‬:‫و‬،‫ق‬:;‫وא‬8nً‫א‬6.p
KELarson, 1986,p.138F5Y‫א‬t=:‫و‬L‫א‬N.‫א‬D ‫و‬،‫א‬
Demonstration of Predictability (‫ إﻇﻬﺎر اﻟﺘﻨﺒﺆ )وﺿﻮﺣﻪ‬-١
V?&‫و‬،?‫א‬V/t·‫א‬x‫א;@د‬r .‫نא‬j7Y‫&א‬j"WL WV
o‫ א‬p"Fj6‫אد‬D*Y‫عא‬ZFV/،ًAbIK‫@د‬Ao7#lg:w`
،y *=‫وא‬،8#;‫ א‬j: W‫^م‬:r‫א= وא‬e!A&،ًK ،‫א‬
K‫"ن‬K‫ א‬j:‫و‬
Reassurance of Security ‫ ﺗﺄﻛﻴﺪ اﻷﻣﺎن‬-٢
:‫ودא‬:W=&Byً;/p %j x ‫א‬7"VIH‫ "א‬j:
:‫א‬o‫و‬،V %¡‫א‬rIb !VIH =&‫& ن‬V\+،I.‫א‬
٦٣ ‫א " א!א‬#$‫' א& عوא‬
D‫ نذ‬o‫א‬.#I‫א‬:!BVIH =&‫و& ن‬،5"‫א‬BoAIi‫وא‬oH

K&A‫א‬A"a‫א‬BF‫& א‬I،ً"G‫دא‬،P‫א‬J F‫و‬،'‫א‬B‫م‬،‫ع‬6=‫א‬B
i :7F‫و‬،‫א ق‬£G‫وא‬65 iI‫و‬6.$‫&א‬AZU &Iً‫א‬lb ،‫ل‬bY‫א‬5#
،?AI ‫א ق‬£G‫وא‬6‫ دو‬-‫و אس‬،£G‫א وא‬J F ‫ن‬IH‫א‬
A"a‫א‬J F?‫م‬:‫>ن‬:I8hK/=Y‫א‬J F‫ د‬-‫ אא‬F p\ ‫و ن‬
e!A&" ،ys‫א‬ln£G‫א وא‬o-%‫?א‬V"K ‫ج‬A ‫\؛‬G‫א א‬5 iI&A‫א‬
r‫א‬VIlb/‫وא‬K‫م‬5/="/‫لوא‬-WH‫א‬c-!&AZBً‫א‬lb ‫ א‬F
A"a‫א‬B*I‫^א‬#‫نא‬/IP‫א‬J F،r$K:!B*I^& ‫א‬
K %‫و‬،5/=‫ن‬IH‫א‬%{.‫א‬Ar°‫ن‬Z5،‫ א‬..‫א‬
،?IV %¡‫א‬5I:B‫و‬،?\B‫ن‬IH‫= א&ن‬:+‫א‬A،ًAb"+
- ‫א‬y6-‫ض‬
‫ א‬IH‫א‬J FVI?-$‫ن‬IH‫= א&ن‬:8$‫א‬A‫"ن‬
،‫ א‬/F‫و‬:‫\&?و‬# ‫א‬.*+ I‫و‬،?IU‫ = &?د‬5H‫و א‬
K.‫א‬AB‫ن‬IH‫ אא‬j:VIlb/‫^אمא‬#‫نא‬/I?&Z¦
KELarson , 1986, pp,135-138)

‫ ﻧﻤﺎذج ﻟﻠﻨﻈﺮﻳﺎت اﻹﻗﻨﺎﻋﻴﺔ ذات اﻟﻌﻮاﻣﻞ اﻟﺪاﺧﻠﻴﺔ واﻟﺨﺎرﺟﻴﺔ‬:ً‫ﺛﺎﻟﺜﺎ‬
o 7p5/+Gg‫ א‬i :b a‫نא א‬+،h0‫ون‬L#"
"B،C6P‫א‬D ‫و‬،%‫אא‬5I‫א‬.‫ א‬i :*&" ،? n
7"C;‫א‬8‫א & א‬J F8FVI‫وذ &ن‬،7&&‫א‬N.*! p
Attribution ‫و‬i‫& אوא‬NF‫ "ن‬،‫א‬6‫&و‬Social Learning Theory
:I.Y‫א‬sY‫אً& א‬l%‫و‬،Functional Theories-c.‫وא א‬،Theory
K*:$:- ‫א و‬J F8F3 =#7 "+KInformation Processing
‫א‬ ‫אאوא א و‬ ٦٤
Information - Processing ‫ﻧﻈﺮﻳﺎت اﻟﻤﻌﺎﻟﺠﺔ اﻟﻤﻌﻠﻮﻣﺎﺗﻴﺔ‬

‫ن‬U :7F‫و‬،‫אع‬#‫א‬6‫د‬Bb a‫א‬F~;‫א‬8FVI ‫א‬J F:
g:‫و‬،"s‫وא‬،‫ אد‬+H‫ א‬lhj‫א‬8 ?$#‫א‬. ‫א"א‬.Ff‫אع‬
W‫و‬7Y‫א‬L WV8 ، ‫א‬J F|!lg+K8*: .#‫و‬8*:F~‫א‬
J F‫نن‬: " ،ELittlejohn,1983,p.133F* ‫א‬I."?sI
W‫لא"א‬.!q##q + v: ‫א‬
K?Z'Iy CI.I7Y‫א‬z I‫אع‬w` J١
8*Z5# : ‫א‬I.Y‫א‬8‫ن‬.I. 8*+‫ א‬،‫ن‬.&A‫ אس‬J٢
KETan.1985, p.109F*&.*C‫א‬. ‫א‬A/=Y‫א‬5a
7:I.Y‫א‬5I/‫وא‬،!.‫& א‬W:I.Y‫א‬sY‫& א‬5"=:
Social Judgment-7"C;‫א‬8/a‫א‬ &‫و‬،Information-Integration Theory
Fishbein¸=+‫ذج‬.D ‫و‬،?GAI‫ وز‬p -YInvolvement theory
‫ذج‬."‫ אא‬F! p‫ون‬L#>!‫و‬،Beliefs and Attitudes‫א‬Y‫وא‬F~;‫א‬

،F،3 =‫&&@ א‬+،‫ول‬H‫א‬5@-‫א‬B‫א‬Y‫وא‬F~;‫א‬V> a‫א‬
K7"C;‫א‬8/a‫و& א‬،7:I.Y‫א‬5I/‫!وא‬.‫ & א‬
‫ ﻧﻈﺮﻳﺔ اﻟﺘﻮﺣﺪ أو اﻟﺘﻜﺎﻣﻞ اﻟﻤﻌﻠﻮﻣﺎﺗﻲ‬-١
‫ل‬.!*":‫و‬I.Y‫א‬r°8 * WV ‫א‬-/ ‫א‬J F8*:
‫ אد‬+¨F~;‫ن&"א‬+ ‫א‬J F|!‫و‬،F~;‫א‬V ./،qIo7p
lhj‫א‬B"¯y6{I.Y‫א‬5 K‫ د‬-‫א‬F ‫א‬I.Y hj:
*:. C6‫!>د‬VI،r$،I.Y‫א‬J FV /،7Y‫א‬F~‫א‬
W"Fq##V lgI ":7F‫و‬، lhj‫א‬
٦٥ ‫א " א!א‬#$‫' א& عوא‬
'& ‫ذא‬Z"+I.Y‫لא‬.!]^=‫א‬8/!?‫د‬.@Y‫وא‬WValence ‫أ(اﻟﺘﻜﺎﻓﺆ‬

&6/+?=: ‫א‬I.Y‫א‬D:7Fys‫א‬I.Y‫نא‬+y‫ود‬،;‫و‬yC
K&o‫א‬6‫و‬
‫ق‬UIB7Y‫ א‬6lgY‫ אא‬F]®WWeight ‫ب(اﻟﺜﻘــﻞ أو اﻷﻫﻤﻴــﺔ‬
BD=&I‫و‬،ً*&‫نوز‬./ I.Y‫&@\א‬I+،*IVII.Y‫א‬
U "F!q D‫ضن‬+‫א‬W‫ل‬bY‫א‬5# K{5b‫א‬C6‫د‬t*:*\
@a‫א‬U %¡‫وא‬،x‫د‬.‫نא‬. i-‫א‬B*+‫א‬I‫!@א<א‬y‫ز د‬y6‫ و‬
-ًK -‫ض‬
+‫وא‬K*b#d-rI.F‫زمو‬A‫א‬VI b I‫א<א‬J {y$Y‫א‬
J F@!y‫ د‬i‫م‬.#x‫د‬.‫نא‬. i-‫نא‬ED ‫&'و‬F8/Z?&
I‫ א‬.8/:F~‫ א‬I.Y‫א‬J F h: ‫؛אאل‬Y‫א‬y6‫אو‬BI‫א<א‬
*CVIy6‫د‬6%H‫א‬J F‫א<אن‬D ‫ ن‬+‫ذאא‬Z‫؟‬x‫د‬.‫نא‬. i-‫א‬
،ً .‫ن‬./#J~;‫ א‬Flhj+‫ א‬،ًًAhF$ 2.+*B‫ن‬b
"F!j+،‫ א‬K1#ً‫א‬6%F‫א‬l# %¡‫وא‬y6#ً‫א‬6%*&D !Ul#‫و‬
ًF~‫ א‬%¡‫نא‬./¹ vº#"،x‫د‬. ‫نא‬. i-‫א‬I‫ א‬rIZ b ًF~‫نא‬./¹ v#
º
‫ن‬. i-‫نא‬j?W<P‫ אא‬F6@I‫ن‬U :D&،ًK ، +‫א‬.‫و‬KF.# b
ln‫ن‬./ <P‫نא‬Z‫?و‬b‫א‬V/;6@I?*+‫ א?א‬VIb/#x‫د‬.‫א‬
W ‫ذًאو‬Z،<P‫ً{ אא‬- ًAh7$:2.+،‫ א‬،‫ق‬AW‫ א‬£\
V<P‫عא‬5F ^ ‫*א ن‬C.‫א‬V ‫א‬dgDF~‫نא‬+
KELittlejohn,1983,pp. 141-142Flg
‫א‬ ‫אאوא א و‬ ٦٦
WSocial Judgment - Involvement Theory ‫ ﻧﻈﺮﻳﺔ اﻟﺤﻜﻢ اﻻﺟﺘﻤﺎﻋﻲ‬-٢

Sherif and his ?GAI‫وز‬ p *IL WV6.‫א‬Z ‫א‬J F *c
KqG6q:.$% x.$:‫א ن"אع‬J FU :،Associates
8 :L WV‫د‬.@Y‫وא=^]א‬،‫ع‬. .Y‫ א‬8/a‫א‬VI‫ع‬.&L%W"F;‫و‬
DF‫א ن‬J FU :‫ א‬،J~;‫א‬lg:w`Wً&h8h،?.!y CI.I
،‫אم‬i;‫ولمא‬،d+ ‫ولא‬،‫ل‬.‫لא‬W7F‫و‬7Y‫א‬U;hAh
‫ل‬B‫ن‬./:I‫א‬5G# ‫ א‬V@¯ln‫و‬، hj‫א‬r #7Y‫نא‬./ ‫و‬
‫ن‬./:I‫و‬،?:F~‫?وא‬-‫א‬.Yy I‫ن‬./:،F،5G# ‫نא‬Z>!،? ‫ل‬.‫א‬
‫ذא‬ZIKKK? q
@\‫אא‬.‫אق‬%‫ @|א‬7Y‫א‬Ud+ ‫لא‬B5G# ‫א‬
;‫א‬J F‫و‬،ًf?+lhj‫نא‬+‫אم‬i;‫لمא‬B ‫ع‬. .Y‫نא‬
%¡‫ع‬. .IVI‫و‬، %¡]^pVIFi :B‫!"*و‬B
"F‫عذאو‬. .Y‫א &? " نא‬J FU :KELarson,1984,pp.54-55F
‫ د!|א@א‬-‫وא‬،?F~‫א‬lg:|@ ?&+Ego-Involvement‫ د‬-‫ אא‬
‫و‬5b"‫א "*<א‬LGa‫א‬J.= Highly involved3‫و‬ $Y‫عא‬. .Y
‫ن‬j7Y‫א‬U I?=‫א‬w`KContrasty gY‫وא‬،Assimilation ?=‫א‬
y gY‫א‬w0"،*‫!وא‬VI< 5/=7@^=‫ ?א‬6VI # ‫א‬
‫ אن‬F‫و‬،*‫!وא‬VI7@^=‫ ?א‬6Vy# ‫نא‬7Y‫א‬U I
?F~‫نא‬./ I?&ZD‫ذ‬،‫ א‬6=Y‫!|א‬7Y‫ אن א‬h ‫אن‬lgY‫א‬
‫ن‬Z‫و‬،J.‫א‬Bً$#‫ ًو‬W ^:# ?‫ن‬+،qIo7p.ًZ
f/‫وא‬l 5/=J :*&‫ ?و‬6VIً‫א‬C # ‫نא‬Ul#]^=‫ אא‬F
K‫א‬dBf Y‫א‬x ‫א‬J~ًA5k# ‫نא‬.+،£\،ً K
‫‪٦٧‬‬ ‫' א& عوא‪#$‬א " א!א ‬
‫א@‪+،ylg‬نא‪|!7Y‬א‪ 6=Y‬אא‪Ul#C.Y‬ن‪J F‬א ‪KI#‬‬

‫;~‪5/=،7Y+KًIk?F‬م‪U ;F،‬א ‪A%VI;Z#‬لא~‪J‬وא!‪W‬‬
‫‪،7I‬و ‪،x‬و‪DFf‬ل ‪I‬د ‪ {&K‬א‪+،‬نא ‪5G#‬א‪،‬‬
‫د‪ +¨?C.:Iy‬אد\א‪ 6=Y‬א‪،K-^Y‬وא‪&Y‬وذ‪lg:.@D‬‬
‫א~‪F‬א‪|!7Y‬א@א‪. .Yyl/‬ع‪ KELarson ,1983,pp.54-145F‬‬
‫اﻟﺘﻄﺒﻴﻘﺎت اﻟﻌﻤﻠﻴﺔ ﻟﻨﻈﺮﻳﺎت اﻟﻤﻌﺎﻟﺠﺔ اﻟﻤﻌﻠﻮﻣﺎﺗﻴﺔ‬
‫‪| J١‬א;‪"F‬م ‪8‬א‪I.Y‬א‪.!y s‬ل‪. .I‬عא‪،"a‬و‪*&Z‬א‪#H‬س‬
‫א‪lg7GY‬א;~‪F‬و‪ K*/=:‬‬
‫‪ J٢‬א‪"&w`lg‬א‪sY‬א ‪.‬م*א‪I."7Y‬א ‬
‫‪،?Z5# :‬و‪J {A+،FVI‬א‪VII.Y‬ن‪./:‬نذא"‪" ،‬ن‪./:‬ن‬
‫‪@IL WV# I‬د‪*+Lb 6‬א‪7Y‬و ‪Kً*&i‬‬
‫‪8 ! J٣‬א‪ lhj‬א‪;،7Y‬ن‪./:‬نא ‪B5G#‬لא‪.‬ل ?‪،‬‬
‫و א‪B5H‬لمא;‪i‬אم‪،‬و ‪./:I‬نא ‪B5G#‬لא ‪?&+d+‬‬
‫@|א‪o"d£@ 5،?lhj‬אعم‪C‬و‪#6ZU‬لא ‪K?Z5G#‬‬
‫ א‪+،‬ذא‪ 6‬ن‪. .I‬عא‪،"a‬ون‪G#6‬وא~‪./#:F‬ن‪B‬لא ‪d+‬‬
‫‪U‬א‪7Y‬و;ًن&‪.‬م@"‪5G#68‬ول‪Z*? C‬لא‪.‬ل‪،‬و‬
‫مא;‪i‬אم‪5،‬ن&‪.‬م@"‪. ."Z5G#68‬عא‪ $Y‬و‪K3‬‬
‫‪Functional Theories‬‬ ‫اﻟﻨﻈﺮﻳﺎت اﻟﻮﻇﻴﻔﻴﺔ‬
‫~"‪J Fr‬א ‪q‬א‪.‬א‪5I‬אא‪7"%‬وא‪.‬א‪5I‬א‪ -+،C6P‬د‬
‫‪?.!V hj‬و ‪?:n‬אא‪%‬א=^@‪Z" ،‬نא&ن ‪، /-IًK‬و ‪r$‬‬
‫ن ‪VI %j‬א‪I.Y‬א ‪F?LÌF‬א‪،?+‬و‪J Fi :‬א א ‬
‫‪ ،7‬نאس‬
‫א‪B* VIً1p'C#‬وא‪ %‬א‪VI‬א نא‪ Y‬‬
‫א‬ ‫אאوא א و‬ ٦٨
‫ون‬lg ‫س‬+‫ א‬،8*+‫א‬FL0‫و‬8*:n6‫ع‬pZ5CVII.Y‫نא‬.I^

8 *+‫א‬F‫و‬8*:n ًpZL`D‫نذ‬H‫؛‬8 *: .#‫و‬8*:F~‫א‬
KETan , 1985,p.111F
"‫א‬/?&U :7F‫و‬،Kelman‫א & "ن‬J F8FVI
K*?:r+‫ودوא‬7Y‫א‬F~;"*+F~;‫א‬lg:
‫א‬VIFlnVFik ‫א א‬J {‫]א‬G@P‫نא‬
WU %H‫א‬-c.‫א‬
KF~;‫א‬lg‫ "\د‬5# Y‫]א‬G@% i : J١
lg:Zx‫د‬: ‫א‬r+‫אوא‬Z+ ،‫א‬2‫א و‬q:‫دو‬0*&Z J٢
KJ~;‫א‬
K(Tan,1985,p.104)y pY‫< א‬I‫אא‬6%A'K% ‫א‬y!.‫&*א‬Z J٣
‫د‬. *I‫ع‬.&5 ،7"C;‫א‬lhj5I‫א‬.hAhDF‫א ن‬J FU :‫و‬
W7F‫אع‬.&H‫א‬J F‫و‬KN.‫وא‬x ‫وא‬،J~;‫א‬Bmlg:Z
Compliance ‫أ( اﻹذﻋﺎن‬
]^=‫نא‬H&fN.‫وא‬،J~;‫وא‬،x ‫لאم‬.‫ אא‬Fw`
‫و‬،?yj+/IL\D#L W?&U ?&HV/‫و‬،?VI ?&‫و‬،?\@
‫"א‬Y‫א‬##5 - Y‫مא‬. Iw`" ‫ א‬F‫و‬،|~
K*IL- ;‫ن ن‬Z‫! و‬F
Identification (‫ب( اﻟﺘﻤﺎﺛﻞ )اﻟﺘﻤﺎﻫﻲ‬
&‫ ل؛‬.‫ אא‬F‫م‬. ‫و‬،N.‫وא‬،J~;‫وא‬x ‫ص‬%‫لمو‬..F
K"F‫وذא‬y hI*CrI.n I‫و‬A-c‫و‬B6‫" א‬#;‫وא‬o‫"א‬FH
‫‪٦٩‬‬ ‫' א& عوא‪#$‬א " א!א ‬
‫‪Internalization‬‬ ‫ﺟـ( ﺗﺬوﻳﺐ )إدﻣﺎج ﻓﻲ اﻟﻨﻔﺲ(‬

‫‪..F‬ل&‪V:‬אن ‪،x‬وא;~‪،J‬وא‪N.‬א‪Y‬م‪ F،‬אא‪.‬لذو‬
‫‪yj+/I‬دא‪%،]^=%‬مא‪8‬א=^@‪ K‬‬
‫‪J F&6‬א‪.‬א‪،5I‬وא‪.&H‬אعא‪¦،hAb‬نאذن`‪w‬دونن ‪?VI‬‬
‫א=^]‪VI5 w`"،‬א"‪5h‬وא و |‪ZF‬د‪I‬ج‪B‬א‪&Ef-‬ن‬
‫א=^] ‪،x‬وא;~‪،J‬وא‪N.‬א‪ $Y‬و‪|?&;Z،3‬ن&‪،e!A‬نא‪.‬ل‬
‫‪B‬א‪.‬א‪5I‬אא‪B?®%‬א"‪5h‬وאذن‪،‬ذ‪D‬نא‪.‬ل‪B‬א‪.‬א‪5I‬‬
‫אא‪»&8 %‬ن‪."K‬نא ‪،x‬وא‪B.F"،N.‬א;‪qh‬א¡‪،V %‬‬
‫&‪.‬א‪5I‬א‪ KETan ,1985,p.204FKC6P‬‬
‫ﺗﻄﺒﻴﻘﺎت اﻟﻨﻈﺮﻳﺎت اﻟﻮﻇﻴﻔﻴﺔ‬
‫‪J FU :‬א א‪"F-c.‬د‪6‬א‪C!#‬و‪n6‬א‪،qY‬و‪+ I‬‬
‫و‪Gc‬א~‪8*:F‬و‪، F 0‬ذ‪D‬ن‪lg:‬א;~‪J F|!-8 ;J‬‬
‫א ‪-‬دون‪C!sI‬وو‪ F-c‬אא;~‪ ،J‬م ‪8Fi:‬א‪Gc.‬‬
‫א‪F~;P‬א ‪VI‬א‪V/"Y‬א =‪B*+‬א‪8h،7Y‬אم@"‪8‬א ‪5G#‬‬
‫‪*p‬و‪،*:sI‬و‪J F$:5"=:‬א‪VI.‬א ‪ W7 I‬‬
‫‪ -١‬اﻟﻮﻇﻴﻔﺔ اﻟﻨﻔﻌﻴﺔ‪W‬ن‪J F‬א ‪U :‬ن‪V ./:‬א;~‪F‬و‪. Flg:‬د‬
‫‪Z‬א‪-c.‬א‪ ،-‬ن‪VIً K‬א;~‪Bn &،*e-`F‬‬
‫א‪ "#‬א‪6‬א‪.@a‬ل א‪yj+/Y‬وز د‪،*:‬و ‪D‬א;د‪V‬א‪Z7*+،‬ذن‪ :‬‬
‫א‪^#‬אمא‪¼+/Y‬وא‪8"@:‬א ‪.F" ،5G#‬א‪a‬ل‪ &B‬א‪ K8‬‬
‫‪ -٢‬وﻇﻴﻔﺔ اﻟﺪﻓﺎع ﻋﻦ اﻷﻧﺎ‪ WEgo-Defensive‬א‪ -‬د‪d‬א;~‪+F‬ع‬
‫‪?-&V‬وذא‪dVI?:‬א‪i‬وא‪،‬و‪*IU.VII.IdVI‬د‪?y‬و‪y $%‬‬
‫?‪ KK‬א|א‪^#‬אمא‪C Y‬א وא‪C Y‬א;‪ "C‬وא‪،FVIK #H‬‬
‫א‬ ‫אאوא א و‬ ٧٠
%‫دאد‬60 ‫א‬A"a‫א‬5 B:‫א‬#‫א‬J F‫^אم‬#‫نא‬/I

Kr"‫وא‬V ‫א‬
8‫א‬dV‫ د‬-‫ <א‬WValue-Expressive ‫ اﻟﺘﻌﺒﻴ ــﺮ ﻋ ــﻦ اﻟﻘ ــﻴﻢ‬-٣
8‫א‬J FrIL-:F~;?:L WV،*+?-&U ‫אא‬Y‫وא‬
K‫א‬Y‫وא‬
r=:*&H‫*؛‬D"‫א‬8 F~;‫א‬dWKnowledge ‫ وﻇﻴﻔﺔ اﻟﻤﻌﺮﻓﺔ‬-٤
J F8 :‫^אمو‬#‫نא‬/I،FK?.!Y IV ./‫و‬،+ Y‫א‬Bn ‫א‬
KI.Y‫א‬
Attribution Theory ‫ﻧﻈﺮﻳﺎت اﻟﻨﺴﺒﺔ أو اﻟﻌﺰو‬
5‫و‬،‫אزن‬.‫وא‬،‫ق‬:;‫& א‬VI ‫و‬i‫ن& אوא‬BDp;
*&B ‫א‬J FVw\:VI‫ول‬.F،‫אزن‬.‫!|& א‬Heider6F
2 ‫ذא‬Z3:6;‫ د = مא‬-‫א نא‬U :K7 Y‫א نא‬VI"P‫א‬
‫"ً؛‬y-I ‫א‬J F‫و‬KEBettinghaus, 1980, p. 61F %¡‫א=^]א‬N.#
+ @:8*+- B&:‫ولن‬07*+I.‫א=^@א‬:;@:‫א‬B‫ א‬
V %¡‫א‬+ @!AI?& ‫א‬J FU :‫و‬،*‫א‬- ‫و‬،V %¡‫א‬
8*-&‫ن‬r$?&[ ‫ א‬F‫و‬،?.I‫^@و‬p5I‫א‬.2 @‫א‬D‫وذ‬i&&+
VIV %¡‫א‬N.#‫ و‬.#‫و‬:+ @‫א‬6<I‫و‬#V>\&&+IG&
‫دونن‬VIr.Ilnً1p &‫ون‬،DpB©&‫ن‬r$&;V\+،.!
VI‫ن‬.-®‫ אد‬+H‫نא‬+Dp‫ودون‬KEReardom,1981,P.79F?6<Y‫ولن¦א‬
¦،ً"G‫دא‬8*-&‫ن‬.I. ‫אس‬d¦"+،op¨8F <:‫و‬8F‫و‬i>!
2‫|א و‬$‫مא‬. " ،ً"G‫?دא‬W‫ذ‬#H‫مא‬. +Klg‫وא‬1‫مא‬. %ً.&
٧١ ‫א " א!א‬#$‫' א& عوא‬
‫م‬#7 "+K#‫א‬6‫אא‬6 "J6.K!‫?و‬G&7&:B|‫و&*א‬،ً‫א‬lb

K&/I‫^@و‬p5I‫א‬./=Y‫وא=^]א‬i- ‫ل‬.!ًAbI
L $‫א‬VI %¡‫&|א‬s‫ ' א‬6‫و‬o‫ א‬6‫ و‬Iy6pZ‫م‬ID:6'-‫و‬.
?Z p8h،ً‫א‬C?+ :L -o‫" א‬a‫א‬y6p‫مא‬I- f IJ~‫و‬
6 +|‫ א‬FD V/،?Z7:j: !2..‫?א‬I|$:‫\?و‬N
%‫ون‬،F: ‫א‬y6p» K%H‫א‬o.K‫?نא&>א‬L\:‫ن‬
،?\‫ن‬/I‫א‬6‫ ع‬:‫و!و'ن‬،D ?l x ‫ א‬%¡‫א‬L $‫א‬
? #‫ًوزאد‬K D‫? د‬/‫و‬،6.?Z p?Iً '\I‫و‬
‫ن‬5-:‫ و‬/-:‫ن‬V/‫ذא‬ID3 =: ‫א‬J FK‫!م‬i‫א‬B -%‫! א‬
?&jD *v‫&?!ولن‬+DV I?&‫ل‬.:،D + @:' 6‫د‬
، %pB /-:V/Kً@^pًAI< ‫ א‬F،‫ل‬Y?$:‫ن‬VIً+.%N‫א‬
|،D?F&‫ومא‬،L $‫א‬B‫!م‬i‫א‬.FD?CZ‫نא|م‬Z‫ل‬.:‫و‬
K7.I‫و‬i.F‫و‬i‫ אא‬F،F‫و‬K‫ن‬/Y`‫ ن‬x ‫مא‬A‫א‬
:;‫א א‬VI*:AbIV ‫א‬J F‫ن‬e!A&،FVI‫و‬
Theories of Cognitive B Y‫א‬8‫א‬y‫د‬Z &?L$ IV" 5%: ‫א‬
5I‫א‬.‫א‬Z+ ،‫ د‬-%‫אא‬5I‫א‬.8*:*&./،Reorganization
<: ‫א‬،7"C;‫א‬8‫& א‬rIP‫א‬J FBN=:7F‫و‬KC6P‫א‬
KB Y‫א‬8‫א‬y‫د‬Z &VIy!‫وא‬
‫اﻟﺘﻄﺒﻴﻘﺎت اﻟﻌﻤﻠﻴﺔ ﻟﻠﻨﻈﺮﻳﺔ‬
j&‫ن‬V/ ‫و‬،V %¡‫א‬+ @:- 8*+B ‫א‬J F&:

+ @‫ א‬08hVI‫و‬،V %¡‫א‬+ @:!AI"FU : ‫א‬J F،*
IZ5@،+ @‫א‬J {-‫و‬8:‫ن‬/I*G. ‫א‬y‫د‬.@Y‫א‬
‫א‬ ‫אאوא א و‬ ٧٢
-‫م‬. ‫@ن‬:;‫وא"א‬،"a8G‫ א [ن א‬F‫و‬K?Z.@&

!AI?!A ‫ون‬،J6.*°N.##‫א‬6-"a‫א‬5G#6 = ‫ن >و‬5
y‫د‬.*Y‫?א‬:+ @:+ I8hVI‫و‬،"a‫א‬5¯‫ع‬. .Y L "+%،yC
J~7Y‫א‬-‫و‬5I،5# " 2 ‫ن‬5CVID‫وذ‬،‫ع‬. .Y‫ אא‬F‫!ل‬
5@-I‫ق‬#V" 5G#68"@ ‫"ن‬a8G‫ א‬8h،"a‫عא‬. .I
‫!ل‬F ^ ‫ن‬J & ‫ א‬$7Y‫وא‬i"8: !،‫ع‬. ."
F6‫ א‬.‫م‬.&‫&ن‬/I‫א‬6^Y‫א‬B،‫ل‬bY‫א‬5# K‫ع‬. .Y‫א‬
5CVID‫وذ‬،@-: $r"‫ دوא‬-‫ א‬F6h‫*و‬°‫א‬6$%H‫وא‬
7Y‫א‬f` !، % ‫و‬K‫א‬6^Y‫א‬7W: ‫|"و‬#I‫و‬iy6hZ
K*W: ‫و‬Y‫א‬Z?&
Social Learning Theory ‫ﻧﻈﺮﻳﺔ اﻟﺘﻌﻠﻢ اﻻﺟﺘﻤﺎﻋﻲ‬
‫'א‬0Social Learning Theory‫א‬6‫&و‬7"C;‫א‬8‫ج& א‬6:
!L!‫ د‬-f?&U :،‫ن‬ " ‫א‬J F‫و‬،b a‫אא‬
J F|!‫س‬+K71‫א‬8Y‫א‬B8/\ ،ًK ،?/،t+7 .‫א‬6%;‫א‬
‫א= وع‬8hK*Z‫ل‬..‫ ونא‬،y‫ً¯د‬+‫א‬F8*|@&‫ن‬.K ‫א‬
IZ‫و‬Eyj+/Iw‫!و‬FZ*&‫ و‬I+{8Fl-:8 *G& ‫ل‬.@a‫*وא‬+

+/ y‫אد‬B‫ د‬-‫א نא‬J FU :" KEw‫!و‬F#*&‫ون‬
I.Y‫ א‬h:‫و‬ELittlejohn,1983FF -‫م‬. ‫א‬op¨ً+‫?و *و‬-&
W‫ قא‬$‫ אد<!א‬+H‫א‬BC6P‫א‬
B?-* C]^=‫نא‬. 7F‫و‬WDirect Experiencey pY‫א‬y<P‫ א‬J١
KًAbI7 Y‫א‬
٧٣ ‫א " א!א‬#$‫' א& عوא‬
‫ دא‬-‫א‬5^ F‫و‬WRole Playing6‫دوא‬H‫|א‬L WVy<P‫ א‬J٢

K7a‫א‬r‫א‬.‫א‬B‫ א‬F?5@!‫ن‬./ ‫*دونن‬G&6.@ ‫و‬
:5bI!AY‫א‬L WVWModeling‫ذج‬."‫א‬:L WVy<P‫ א‬J٣
‫م‬،$‫ ن א‬o‫א‬.#، 5bI‫و‬،‫ذج‬.:‫و‬،i iL + @:
K‫ن‬. i-‫א‬B
>!،A"\hAb‫ قא‬$‫א‬J F8F.F‫ذج‬."‫א‬:5‫و‬
‫م‬. ‫ن‬6.*"s‫א‬VI &r"‫א‬By *p‫وذא‬C‫ذ‬.@^p8 :‫ن‬/I
‫^אم‬#‫ א®א‬،yj+/Y‫ א‬5@\‫و‬،‫ع‬.‫|و‬F
‫ ذج‬y‫^אم‬#‫نא‬/I‫و‬،2*Y‫א‬6.*"s‫"وא‬a‫א‬W2A%‫ذج‬."‫א‬
Ky!‫א‬.‫"א‬a‫א‬B
Defleur and © ‫و‬6‫و‬l+‫ " = !*د‬،C "‫ *"א‬k ‫אא‬.$P‫א‬
W7 7FRokeach
KqI5"? ‫د‬j:oh‫ذج‬.V ‫و‬7Y‫א‬e!A J١
‫ن‬./ ‫*ً?و " ن‬p?-&U ‫ن‬j ‫ذج‬."‫ אא‬FrI7Y‫!א‬. J٢
K‫;ً"@א‬bIJ‫ون א‬،?bI
‫ א‬F‫ ن‬8hVI‫و‬،?2..Y‫وא‬،e!AY‫א‬5-‫"א‬F7Y‫א‬N6 J٣
KJ:"'kI I?G&B.n IN.‫א‬
K‫ذج‬."‫א‬+ @: *=Iًh‫!א‬7Y‫?א‬C‫א‬. I J٤
‫א‬.Y‫א‬B5VI?:F=I'k ‫ذجא‬."‫א‬N.# ‫د‬j7Y‫ אא‬F‫م‬. J٥
8 ‫ א‬F‫و‬، ‫وא‬،h‫وא‬،!‫א א‬VId]^=‫=*!> = א‬Y‫א‬
K‫ذج‬."‫א‬#‫א!>وא‬qA‫א‬
‫א‬ ‫אאوא א و ‬ ‫‪٧٤‬‬
‫‪ 7‬‬
‫‪ i J٦‬א‪8‬א‪7‬א!"‪ /:‬א‪6‬א"‪ F5VI5‬אא‪ Y‬‬
‫)‪K(Defleur and Rokeach, 1989‬‬
‫اﻟﺘﻄﺒﻴﻖ اﻟﻌﻤﻠﻲ ﻟﻨﻈﺮﻳﺔ اﻟﺘﻌﻠﻢ اﻻﺟﺘﻤﺎﻋﻲ‬
‫‪J FU :‬א ‪"F‬א‪!AY‬وאودو‪BF6‬א‪8‬א;‪،7"C‬‬
‫‪-WH+‬لوא@‪6g‬وא‪.I. 6/‬ن‪!A‬و‪:‬א¡‪8+KV %‬א‪5-$‬א@‪lg‬‬
‫ @ ‪rI2‬א¡‪?!AIL WV،V %‬و‪،?FHJ:‬و ‪5" D‬‬
‫‪"C‬א‪،-^Y‬و‪ F‬א ‪5 L$‬‬
‫א=‪ >!،‬ز‪BJoAI‬א‪.Y‬אא; ‬
‫‪ +‬אدא"‪5/=r‬م‪،‬و‪e!A I‬א‪ -‬د‪ً=:‬و‪ WZ‬א‪5VIo‬א¡‪V %‬؛‬
‫" ‪B‬א@ ‪2‬א ‪x‬א ?‪K‬وא‪. i-‬ن مא‪.‬مא‪VIlb/‬א=^@‬
‫وא"ذجא &‪U +،*!A‬א=وא‪-WH‬ل א ‪.I.‬ن‪،F‬و& ‪r$‬‬
‫‪B‬א‪A"a‬א‪ ..‬א‪+‬د‪J FVIy‬א‪P‬א‪/I>!،&. i-‬ن‪8 :‬ذج‬
‫‪ :I‬א‪7‬א‪@Y‬אوא‪s‬ذوא‪،*+y.‬ذ‪!" ?&D‬زא"‪.‬ذج ‬
‫‪*n ]G@%‬א‪ h،7Y‬ذ‪ D‬א‪?#‬و‪ &;|" ،# ?.‬‬
‫א‪^#‬אمא=^@א ‪?=:‬א‪6.*"s‬א‪*C.Y‬א‪K?"a‬وא=? ‪./‬ن‪VI‬‬
‫!>א‪]G@P‬א‪ n.‬א‪،+‬وא‪VIlb/+، /-‬א‪6‬א‪"F'h#‬א‪5Ii‬‬
‫وא@ ‪]^=L‬א‪ K7Y‬‬
‫א‪^#‬א‪"I‬ذجوא=^@א ‪?=:‬א‪6.*"s‬א‪|،2*Y‬ن‬
‫=‪F‬א‪.$%7Y‬אא‪، -‬و ‪ I?-‬و‪6‬אً‪.‬א‪5I‬א‪-%‬قوא‪5# ،3‬‬
‫א‪bY‬ل‪6.W‬د&ن&‪B]^p3¦@7"q‬א^]‪VI‬אد‪I‬ن ‬
‫א‪6^Y‬א‪/I،‬نن&]@א^]‪،‬ون&‪y.$%،*-:5/*bk‬‬
‫¿‪2 ،y.$‬א‪V/ 7Y‬ن`‪L‬א‪B3‬א^]‪VI‬א‪6^Y‬א‪،‬و‪/‬‬
‫ ‪ًK‬ن&^مא‪A+H‬مא¨‪^p‬صא ‪.\" V‬ن‪j‬ن‪8* WI8:‬‬
٧٥ ‫א " א!א‬#$‫' א& عوא‬
-=I5% ]^pVً:ً"+5&‫ن‬j ،‫א‬6^Y‫א‬VI]^‫א‬.

5=-‫وא‬y&Y‫!;א‬6.*"s‫א‬Ul+،‫ن‬I‫אد‬VI]^‫جوא‬A‫א‬5CVI5IH‫א‬
K3‫א‬Z5@ !
yB‫م‬v: ‫א‬yl@‫א‬5G# ‫א‬B ‫א‬J F‫^אم‬#‫نא‬/I،ًK
K‫ن‬I‫אد‬VI]^‫א‬BG ‫אא‬.$P‫א‬3 pL WVD‫وذ‬،‫אن‬.h
‫م‬.?I‫^א‬#‫نא‬/I>! ‫א‬J FB‫ل‬+6‫دو‬7@^=‫@لא‬:A
D‫ نذ‬o‫א‬.#F:Br=‫&وא‬. i-‫א"ذجא‬I"BI6‫و‬
‫ذא‬U %H‫!>א=^@א‬VI‫م‬،2*Y‫א‬6.*"s‫א‬VIx ‫א‬y‫د‬5VI
;?&-ً"G‫دא‬-!AY‫ א|א‬،D‫?ذ‬pI‫و‬y :#H‫وא‬oWH‫א‬5bI،lhj‫א‬
‫ و‬$، j‫אא م*دونא‬.$P‫ذجوא‬."‫א‬8 :7"7-/
‫אא‬A‫نא‬./:+،h‫א‬VI‫ع‬.& ‫ذج!ز‬."‫ אא‬F‫ن‬j،U %j
Ky‫وאد‬ ‫א‬Vl *‫א‬B‫و‬:?*C‫ و‬I‫* دא‬

‫اﻹﺳﺘﺮاﺗﻴﺠﻴﺎت اﻟﺘﻨﻈﻴﺮﻳﺔ اﻟﺤﺪﻳﺜﺔ‬
o"،V =‫א نא‬VI&"b‫ א‬%‫وא‬U !H‫و‬،yl%H‫אא‬.‫א‬B
-I ‫وא‬Cognitive+ Y‫א‬:‫א‬#‫א‬B‫ن‬. //= ‫אع‬
‫د‬.y‫אع‬w.‫د‬H?C‫ א‬IMiller IU ‫؛ א‬Psychodynamic
o"Up b H‫א‬7F‫زא'! א¡ن‬I+ Y‫א‬:‫א‬#‫نא‬VIi‫א‬VI
*‫א;"د‬V/ $ ،*" :;w.\‫א‬G&‫ن‬VI8n ‫ א‬،‫אع‬
KEDefleur and Rokeach ,1989,pp. 280F‫<אع‬N.‫א‬B‫א‬lg: ‫ل‬.@\
،?IVI:‫א‬#‫א‬J F3‫و ©&? @|א‬6‫ل‬.‫و‬l+‫د‬U "
‫א‬ ‫אאوא א و ‬ ‫‪٧٦‬‬
‫" @|‪+ I‬و‪Z‬د‪6‬א‪N‬א‪#H‬و‪6‬א‪o‬ذ‪ ،D‬א`‪b‬ن ‪J Flg:‬‬

‫א‪#‬א‪:‬א‪،+ Y‬و‪#Z[:‬א‪،U %:‬و‪ W7 I*"FVI5‬‬
‫‪Sociocultural‬‬ ‫أ( اﻹﺳﺘﺮاﺗﻴﺠﻴﺔ اﻻﺟﺘﻤﺎﻋﻴﺔ اﻟﺜﻘﺎﻓﻴﺔ‬
‫‪J Fq:‬א‪#‬א‪"F:‬א‪.‬א‪5I‬א‪+b‬وא;‪،"C‬א ‪5bk‬א‪t$^Y‬‬
‫א ‪ .#5/=:?x‬אس‪،‬و ‪-‬א@ ‪B+‬אقא;‪7"C‬א ‬
‫‪\:‬د‪8*+L WV‬א‪،7Y‬و ‪N.J -:-‬وא@ ‪+‬א‪.Y‬א‪ً"C‬‬
‫و ‪5-:D‬א‪.‬א‪ KEDefleur and Rokeeach,1984,p. 283FV %À .‬‬
‫א‪ /‬مא ‪7‬د‪5‬وא ‪lhj:UI £‬א‪+b‬א;‪،"C‬وא ‪y‬‬
‫‪.:FY‬א¡‪ ،:+ @V %‬نא ‪7‬و;زאلو‪?I B " 2.#‬‬
‫א‪،7ka‬و‪6 VI‬ن‪ FB7 + @:q‬אאلو‪5# 7/ I]^p‬‬
‫א‪bY‬ل‪#،‬א‪ -‬قא{‪- B5G‬א ‪Z‬א‪ /‬م‪NF5،ًAbI‬א ‪VI‬א‪H‬د‬
‫א ‪J F :‬א ‪،y‬و‪5‬א‪ -‬دא ‪ b VI7‬א‪ +H‬אد‪ hj:‬אً ‪?I?.‬א¡‪ %‬ون‬
‫‪ Kً .#‬‬
‫و‪J F":‬א‪#‬א‪ : :‬و‪ 0‬א‪/!H‬مא;‪، /="،"C‬‬
‫و‪:‬ن‪ p‬وطو‪$I‬א‪+b‬א;‪""C‬א‪ a‬א ‪B8/\:‬א=‪W‬‬
‫א ‪./:‬نא‪@"a‬د‪/IKF‬ن‪6*cZ،F،‬א‪L WV?:.$Y‬א‪،"a‬‬
‫‪ o7‬א"‪q " K?\r‬د‪l+‬‬
‫"‪Fd ;5‬א‪2‬א‪ p5،"s‬‬
‫و‪6‬و ©&?‪ f‬و‪ً 6‬ن ‪./‬ن‪ F‬אא"‪VIً&5‬א‪،*-&y‬و‪V/‬‬
‫‪./‬ن‪7"I5VIًn@I‬א‪L WV+،"a‬و‪5G#‬א‪A‬موא;‪@:‬لא=^@‪7‬‬
‫‪r‬א‪ +H‬אد‪.‬א"‪ {r‬אא{‪،2‬و‪J F‬א‪#‬א‪VIً;&.::‬א ‪Z‬‬
‫א‪.‬א‪5I‬א;‪"C‬وא‪. +b‬א‪!Z5I‬طو‪lgZ‬אא‪ .‬א‪.$Y‬‬
‫‪7b!y &7F" ،*0‬א&=‪6‬א‪I.Y‬وא;‪6/‬א‪،‬ن&*‪-/8‬‬
٧٧ ‫א " א!א‬#$‫' א& عوא‬
:‫א‬#
‫א‬J F‫ن‬+،a‫وא‬KN.‫א‬lg:L0‫ودوא‬5I‫א‬. *I‫^א‬#‫א‬
&V> a‫א‬،?w\‫א‬8 2.#x ‫א‬Katzi: ‫ذج‬.rI?=:
K‫م‬A‫א‬5G#.lhj‫א‬
‫ب( إﺳﺘﺮاﺗﻴﺠﻴﺔ ﺑﻨﺎء اﻟﻤﻌﻨﻰ‬
N.‫ وא‬Knowledge + Y‫ א‬q A‫" א‬F :‫א‬#‫ א‬J F ":
?&© ‫و‬6‫و‬l+‫د‬ Ky ‫א‬J F|!N.‫א‬5/=: + Y+،Behavior
*& ;Z y C ": 7F ? Y‫ א‬o :‫א‬#Z? ?-& £$@Y‫ ن א‬VI 8n ‫א‬
"3 pBÁ‫د‬Y‫א‬J F‫^אم‬#‫@لא‬:;‫א‬o"ً‫ א‬%I‫و‬K‫ אم‬IIÎ
5/=: -‫ل‬bY‫א‬5# -+\@+KKK6.*"s‫م א‬A‫א‬5G#‫و‬lhj:-
. .Y‫ א‬J~ :+ @:‫ و‬: & " B h: *& " ، .‫و‬H‫و~ول א‬
5G#. ‫ن‬+ ،Cultivation Theory Bb‫س א‬ g‫ & א‬£ .: " ‫ و‬،I.‫א‬
ً‫ א‬.@: ‫ن‬./ I y‫ د‬،m 5/= 7‫א‬.‫ א א‬.@: y6‫م א‬A‫א‬
5a‫ אא‬F:;5G#.‫א‬J F‫و‬، s‫אوא‬6=&‫ א‬i ،ً#
5G#.+6@%‫و‬KlF"s‫لא‬.B8F-Y‫אوא‬6.@‫א‬J F'b:Z‫وز‬:
*b: y6‫ * "ن{א‬:‫و‬gB7&Y‫א‬o y6‫مא‬A‫א‬
KEDefleur and Rokeach,1989,p.90F*#.:‫و‬
‫א‬ ‫אאوא א و ‬ ‫‪٧٨‬‬
‫ ‬
‫ﺍﻟﻔﺼﻞ ﺍﻟﺮﺍﺑﻊ‬
‫و لאמ ‬ ‫ מא‬

‫وאلא دא ‬
‫ﻧﻈﺮﻳﺎت ﺣﺠﻢ اﻟﺘﺄﺛﻴﺮ ﻓﻲ وﺳﺎﺋﻞ اﻹﻋﻼم‬

‫و‬ ‫א‬ ‫א א א‬
‫م‪-% ./01‬א‪#$% &'()K+(%,‬א"!لא‪7،‬ن‪345‬‬ ‫و‪345‬א‬
‫مאً‪ًB‬و >‪A‬אًو ً ‪-%‬א@‪1:;ً=>.)،?$‬א‪99‬‬ ‫א‬
‫‪7‬وא‪،Bullet Theory(C‬א‪F‬א‪-$5‬א‪& /$E‬א(نא‪ ،+D,‬‬
‫‪7‬א‪LMNO‬ملد‪،.B‬وذ‪ =:‬د‪I‬א‪GH5‬لא‪ $C‬‬
‫א"‪Q1‬א‪N P‬وא‪ $C‬א ‪ B‬א‪،VWP‬א‪STNUF‬א‪ KR‬‬
‫‪)7‬ز?;‪Z‬א‪IBV ،MNO‬و‪345‬א م ‪-%‬א‪I.'XY،‬‬
‫]ذجאא‪c$‬ودوא‪345ab‬א م‪7$_K‬א`_^ ‪]-%‬ذج‬
‫‪;?gKTwo-step‬א‬ ‫‪flow of CommunicationdeW-%‬‬ ‫א‪f/1‬א‪ %=,‬‬
‫א‪$‬ذج‪7-% ،‬نא‪i j>k %=,‬و‪345‬א م)‪B.0(%‬دא‪،h7‬‬
‫و‪O?I‬ون?;‪Z‬א‪XY،1eQ_ %=,‬א@‪i I.$‬א"!لא‪،+!QO‬‬
‫‪٧٩‬‬
‫א‬ ‫אאوא א و‬ ٨٠
Larzersfeld%)‫ز‬I‫ز‬I"-% .' ‫ول‬7.'‫ذج‬$‫ن?;אא‬7l‫=و‬,‫و &א‬

KEKlapper, 1960F‫م‬١٩٤٤5
Severin with FI‫د‬N1‫&و‬05_;$_‫ذج‬$‫?;אא‬%NO
$).'F‫א‬rc>‫&א‬N‫و‬،)_(eROkUs1Y،ETankard,1987,p.203
& tN%ub‫א‬s17((C‫وא‬Ks(%=,‫ &אא?א‬tN‫א‬RA7،=
‫;_?;א‬$_،v()deW-% G/+? %=,‫א‬f/1‫א‬%$ ‫ن‬7dt>‫א‬
K‫אعא"!ل‬173NG/.17$_،t_7‫ن‬NB‫و‬،3B7‫ن‬NB3،‫ذج‬$‫א‬
A> 3NOO،‫ل‬t,‫א‬3>5-% I>W ‫א‬g!(‫نא‬7dt>‫א‬x=y‫(و‬
‫ وא‬y‫وو‬،+!QO‫ &א"!لא‬tNi_7yI،‫א م‬345‫و‬az&
‫ن‬7#$%=‫א‬y‫و‬$_، BY‫_دא‬t_73$=+!QO‫نא"!لא‬7-ً b7 -
}‫و‬،‫ص‬QAP‫א‬d_IO,‫א‬az;W‫א=م‬h7‫א‬bBx=‫א|دل‬
& ‫ن‬0%~" %=,‫א‬+ ( = ‫ن‬7:‫ذ‬#‫א‬I‫وא‬I>WP‫א‬39v()
1N,‫وא‬%=‫א‬j& ‫و‬،‫א م‬34 5‫א=ض‬j& . dt>‫א‬
KETroldahl and Van Dam,1965FK0'‫א‬
‫ن‬7ًzA}deW-% %=,‫א‬f/1‫نא‬7rc>‫א‬x=G>7$_
+!QO‫א"!لא‬XYX‫و‬P‫א‬eE‫א‬h?$@‫א"!لא‬345‫ن &و‬N
-% $= 1t‫א‬eE‫وא‬X‫و‬P‫א‬eE‫نא‬N‫ن‬7&N$,‫ &א‬s1Y‫ذ‬Y،1t‫א‬eE‫א‬
K+!QO‫א"!لא‬
‫س‬57-% 0! ‫ وא‬B ‫وא‬Q1"‫ א‬$C‫א‬G$$9،‫;א‬
"Y،& O=‫ &א(نא‬/‫אل)`א‬z،deW-% %=,‫א‬f/1‫]ذجא‬
G%'+ ‫א‬U=‫دولא‬GHF‫وא א‬$‫ א‬$C‫ن =א‬7
٨١ ‫"!א‬# $%‫ )&אموא'&א‬%‫*و‬+,-‫א‬.$'
Ejc‫א‬F‫א‬$‫]ذجא‬-% ?‫د‬$ ":‫وذ‬،(C‫ذجא‬$

K‫م‬ ‫א‬345+99‫سאא‬57-% ‫(م‬h;‫א‬،Modernization Theory
G1_`0‫א‬:%،VWP‫ذجאא‬$‫وא‬99‫א‬1‫)ن‬، >e‫و‬
"Y+? ?$@‫א‬Z;?‫ن‬7V‫و‬،h‫)د‬3NO =‫?א‬$@‫א‬-% %
‫نא‬N >)‫;א‬،‫د‬.$b"‫و‬v‫א‬I.v"B0 $
‫;א‬S/0‫!وא‬QO‫אא‬,‫م‬$?"‫_ن^א ًא‬،?& ‫و‬h‫)د‬3NO.%
K‫د‬0‫א‬
B B،?$%‫א‬Z;?-% $=h;‫א‬%$C‫א‬$! ‫)ن‬،‫;א‬
s17$_،h‫و)د‬A> 3NO‫?א=د‬$@‫א‬-% %?$@‫مא‬ ‫א‬345
Interpersonal +!QAd>‫ !لא‬-‫و‬7+!QO‫ !لא‬$?7 B"
>es17$_،ً b=.b=-% %،?$@‫)אدא‬7dCommunication
I.$@‫)אد?;אא‬7.Y/F‫=)א‬,‫א‬zP‫ وא‬$y"‫א‬O‫א‬g4!W3./
K‫א=م‬
‫ل‬،VW7 ‫א‬7&O=‫>= &א(نא‬/‫אא‬
i_7B‫א م‬345‫ن‬7‫א"!ل‬#$% V7Ij،‫م‬ ‫א‬345‫و‬V
345‫ &و‬3%(‫א‬s17‫وא‬7)،‫א?]ذجאא|ود‬F‫א‬:%&
،Agenda SettingyP‫א‬13t v5,‫אא‬1.':;،‫م‬ ‫א‬
? -% ،‫ص‬W3NO)c!‫א‬، ‫א‬345‫א‬/0‫א>و‬Z;?
/,‫=א‬BI‫زאد‬$%_s17‫א‬V‫و‬K‫אس‬.N0‫ن‬7TF‫ א‬D,‫א‬
‫ع‬D,‫אس?;אא‬-e 7، rC،‫!ص‬E‫א‬sy‫و‬-% )c!‫א‬. (F‫א‬
-% I(‫وא‬3،‫س‬%‫و‬P‫א‬3NO-% I(‫مא‬ ‫א‬345%)Ki_7$?7
‫א‬ ‫אאوא א و ‬ ‫‪٨٢‬‬
‫‪،EBecker‬و‪7 1+‬ن‬ ‫‪O1‬א‪7،IN‬و‪5I‬دونא‪1987,p.464FVWP‬‬
‫‪345‬א مא@‪?$‬א(‪$! / -% I‬א‪،%$C‬א=‬

‫‪D‬عא‪%$C‬و‪G0‬א"‪sYZ>1‬و‪3( s>t‬א‪3،+(%,‬و‪s4e Y‬א‪P‬و‬
‫א‪N0‬א;?وא"?‪$‬مא ‪-+1/1‬و‪Y‬ن_نא‪D,‬ع};אא‪،ًb7K$?P‬‬
‫‪-‬زאدא" ‪$‬د ‪]-%‬ذجא"‪Q5‬א ‬
‫?;‪Z‬א‪-`0‬אא‪ =>/‬‬
‫وא ‪،Uses and Gratifications >A‬و?;אא‪$‬ذج~‪& %‬א‪$‬ذجא ‪ B‬‬
‫م‪Y‬א‪r‬‬ ‫א‪IBV & jc>"s17ً(5. LF‬و‪345‬א‬
‫א"‪Z‬وא‪>AYV & jc>s1Y3،M%/‬ع?;‪Z‬א‪>345‬א"‪ $y‬‬
‫وא‪0‬د‪;?VKETan,1985,p.233F‬אא‪$‬ذج‪7‬ن‪?7+(%$%‬א)ً = &א‪Q5‬א ‪s‬‬
‫‪345‬א م‪،‬وذ‪>AY3y7& :‬ع‪>I‬د‪az& ،‬א‪ZIW‬ع‬
‫م ?‪! & #^y"Y+‬د‪BVW7I‬د‪I‬‬ ‫א‪%5‬و ?א‪$b,‬ن‪،‬و‪Y‬نو‪345‬א‬
‫‪-%‬א‪>A‬ع?;‪Z‬א‪yC‬وא>‪،‬و=‪3‬א(‪e‬א‪$!,?P‬א‪;?-%$C‬א‬
‫א‪$‬ذج‪Y?-‬نא@‪&$_،ً>%5}I.$‬א>=‪،x‬و‪I~vO1I.sN‬‬
‫&‪ d‬א‪= #A7& jc>s17$_،34‬وذ‪>AY3y7& :‬ع‪Z;?Ks>I‬‬
‫א>‪NB‬ن‪)`%‬وא‪NB$_،%/‬ن >א‪S‬א‪7،!QO‬و‬
‫‪&N‬א= ‪B‬א"‪;K $y‬א‪-% T،‬א‪ $!,‬א ‪y‬و‪;?>I‬א‬
‫א@‪I.$‬א‪ Kl./,‬‬
‫?;‪Z‬א‪،`0‬א‪= $5‬دولא=‪U‬א ‪+‬א‪Q5‬אم‪1‬א‪99‬‬
‫"‪#$% x=7s17‬‬
‫א‪1%t$,‬א‪jc‬وא‪IO1‬א‪ %=,‬وא‪N>,‬א‪ Y،‬‬
‫א"!ل?;אא=و=‪x‬א&‪(1‬د]ذجא‪$‬א‪K‬‬
٨٣ ‫"!א‬# $%‫ )&אموא'&א‬%‫*و‬+,-‫א‬.$'
y3NA+/_I .$= %VW7‫ذج‬$1Rz‫و‬

KENeo Marxist Seraes,1986; Schiller,1976; Lee,1980)
،Hegemony$S‫אא(_א‬x=،ًb7`0‫א‬Z;?.'
‫?;א‬،VWP‫ &אא(א‬:‫وذ‬،Cultural Theory)(t‫وאא‬
.17-% ‫א‬%$ XY.1_99‫א‬1& ‫א‬Z;?%‫و‬
ً .5‫ن‬N ‫نא‬7& 99‫א‬1+ G1_$_G/‫و‬،(= %$
-% ،‫א‬r3Kً t ‫و(א‬7،?O& 3_-% ./01yI‫אًو‬A> ‫و‬
(‫א א‬Q5‫אوא‬,‫א‬l‫אو‬1‫؛‬r
P‫אא‬Z;?T/
K>5,‫א‬ ‫א‬
F‫אא‬x=.'&O=‫>=א(نא‬5& +1t‫אא!א‬
Spiral of SilenceG$!‫دوא א‬13t ًBً‫ًوא‬$‫م‬ ‫א‬345+e=
KNoelle-Neuman‫ ن‬1-‫ل‬
& S>B‫ن‬7‫نאس~)ن &א= ^و>ن‬7‫א‬Z;?V‫و‬
،>%P‫א‬#‫א‬I0!QO‫א?א‬I‫ن>و‬7‫"ون‬.)‫;א‬،&W‫א‬3>B
& .% ‫ن‬%!،‫ د‬F‫א‬+ $@‫ א‬e‫ذאא‬#‫א‬I‫ =)א‬-% ‫ن‬9c)
‫و?;אא‬،s1=$/‫و‬s1‫?و‬O‫و‬s1‫و‬7( ‫ ل‬W& ‫و‬،‫م‬ ‫א‬345‫و‬az
‫ن‬7:‫ذ‬،R‫و‬e,‫عא‬D,‫لא‬.%45IG()‫ذאא‬Y"Y‫א م‬345-"
h;‫א‬+ $@‫א‬h7%I9d(%$%a%~"345‫א‬xB‫وא‬#‫א‬I‫ضא‬I=‫א‬
Ks ‫ن‬tc>
‫א‬345‫א‬-% ^_y‫]ذج‬.7،+ ‫א‬U=‫ودولא‬
^_`‫ًא‬b77$_،tC‫א مא‬345‫ و‬.y^ 1N Y‫و‬%(‫وא‬%|‫א‬
‫א‬ ‫אאوא א و‬ ٨٤
‫وא‬Grassroot (‫ ق &א‬e1"‫وא‬،Self-reliance}0‫א‬-% ‫د‬$ "‫א‬-%

KELee,1980; Rogers,1986FK:‫ذ‬sA ‫ و‬$$%% N‫א‬
Z;?da)‫א‬1$t‫א"!ل א (א‬#$% x=‫(ول‬
‫ن‬7VF‫א‬:%‫و‬،ً0=Dً‫א‬I‫א مدو‬345‫ن‬7VF‫אא‬
‫دوא‬13t 345‫א‬Z;?(& F‫א‬:%XY،‫?ود‬I‫دو‬
KESeverin with Tankard,1988; Mendelsohn,1973FG$!‫א‬
G?$.17V،d% -% s)^_Iًy‫]ذ‬E‫م‬١٩٨٠F‫م_^ م‬B(
4(1"‫א‬$?‫?;אنא= ن‬،K‫א م‬345‫א‬BV ?!(‫א‬
345‫و‬I‫)و‬،Interpersonal Relations!QAd>‫א‬B =‫وא‬،Selectivity
،‫?;אא‬a)‫نودאً =`ض?;אنא= ن‬Nh‫א مא‬
‫?دوא‬W‫ل‬t,‫א‬3>5-% K%$=‫ نא‬W" ًB‫نא‬N$
‫م‬/1‫א‬az& 4(1"‫א‬B Y ،‫م‬ ‫א‬345hB>F‫א‬،G$!‫א‬
‫نאس‬P‫؛‬+
!QO‫א"!لא‬$?7G%B$_، ‫א‬345‫وא‬
KESeverin with Tankard,1988,P.325FK?.4‫א‬I‫ & ض‬G0B
ً¡t_7 ‫ א א‬$C‫نא‬N،‫]ذج_^?;א‬T/-% ‫و‬
‫א=ض‬3$OF‫א‬،d(%$%4(1"‫ &א‬3%(‫ א‬e/1 Wً"‫و‬7،% )‫و‬
& :‫وذ‬K+4(1"‫وא;_א‬،+4(1"‫א‬M‫א‬I‫وא د‬،+4(1"‫א‬#9 ‫א‬،+4(1"‫א‬
T‫وو‬، ‫א‬345‫א‬%‫ع‬D$% I9#e Yaz
،345‫!صא‬1_az& -ًb7-$_‫و‬K.)+%45‫ضא‬I=‫دא‬y‫و‬
53 ‫א=א‬Z;?3_‫و‬KI!,‫א‬B‫!א‬,$?P‫א‬#e Y‫و‬،345‫אمא‬Q5‫א‬0_‫و‬
#‫א‬I ‫ض‬I=" ً‫وא‬% )t_7%$C‫نא‬NWً1K=$).A
‫‪٨٥‬‬ ‫ '‪.$‬א‪*+,-‬و‪&) %‬אموא'&א‪!"# $%‬א ‬
‫א@‪ $‬א‪(e9E‬א‪%$C‬و‪7‬نא)‪I a‬א‪#‬א‪K>%P‬و=‪;?$‬א‪yI‬‬

‫א‪P‬و‪-% X‬א(‪e‬א‪P‬و‪7$_،X‬نא‪Q5‬אمא"!لא‪ +!QO‬א‪%$C‬وא‪Q5‬אم‬
‫‪B‬دא‪+e=% 0h7‬دو‪ZI‬א‪$%,‬س‪7.¡Y‬و ‪-%‬א‪3BP‬א‪& g%Q‬א‪P‬‬
‫א‪¢%/‬א;‪s>>/Bh‬א= ‪B‬א"!א‪ K!QO‬‬
‫_‪7$‬ند)‪%‬و‪I‬و_‪-$/1 B،Defleur and Ball-Rokeach‬א‬
‫א" ‪$‬دمא‪Z;?%~KMedia System Dependency Theory345‬א‬
‫א‪)P‬אدوא‪V =$£‬א ‪$‬د ‪-% .‬و‪345‬א م‪$=)،‬אس‬
‫_‪ًt‬א؛‪t_T>/‬א'‪4‬א‪. (F‬‬ ‫א‪=$£‬א! ‪-%‬א‪345‬א‬
‫‪(.1Yj،S‬مא‪ %=,‬א‪5/‬وא"‪!B‬دوא"‪(.17$_، $y‬م‬
‫(‪ 5‬א`و‪^،ًb7Ku‬دאدא" ‪$‬د ‪Z;?-%‬א‪#7345‬א‪C‬و‪،f‬‬
‫و‪#7‬אאوא‪It‬אوא‪!,‬د ‪_ $h7‬ن‪^j،‬دאد‪>/1‬א‪:O‬‬
‫وא‪& lE‬א‪.£‬ل‪،‬و‪(0‬אسאאא‪ KESeverin with Tankard,1988FcD‬‬
‫و ‪Z;?T/-%‬א)‪ $C‬א &‪az‬و‪345‬א م‪N‬ن‬
‫ذא)=א‪74t5‬و‪B‬א‪P‬ز א‪5/‬وא"‪ $y‬وא"‪!B‬دوא!‪،c‬‬
‫و ‪=O‬א‪$+(%,‬ضא;‪s0Nh‬ل ‪.j، %NO‬ع‪345‬‬
‫م‪+(%‬א‪. ^,‬ووא‪!C‬ل ‪ KS3-%‬‬ ‫א‬
‫ﻣﺮاﺣﻞ اﻻﺳﺘﺠﺎﺑﺔ ﻟﺪى اﻟﻤﺘﻠﻘﻲ‬

‫א‪¤N0_& jC‬نא"‪V5‬א‪& "،+(%,‬א=ض‪dB =%‬‬
‫‪eE‬אא‪F‬א‪.e5‬א‬
‫א"?وא‪،M%/‬و ‪Z;?$.‬א‪،‬א ‬
‫‪-%‬א‪K+(%,‬א‪7((C‬ن?‪& d 1:‬א‪$‬ذجوא‪ K‬‬
‫א‬ ‫אאوא א و‬ ٨٦
‫א‬XY.‫(دא‬Z"‫א‬-% ‫א‬Vh;‫?אعא‬W‫א عאول‬

KM%/‫א‬-%
-% ‫نא‬N،ً"‫و‬7+M%/‫א‬-% ‫نא‬7V)W ‫א عא‬
V‫ول‬P‫نאعא‬7=‫و?;א‬KVWP‫א!)א‬-% :;h;‫א‬،Z"‫א‬
← ‫ﺳــﻠﻮك ← اﺗﺠــﺎﻩ‬،B =‫א‬Z;?W‫אعא‬V$،‫اﺗﺠــﺎﻩ ← ﺳــﻠﻮك‬،B =‫א‬
K‫ﺳﻠﻮك‬
Kd ‫ذجوא &_ א‬$%%t P‫א‬x=(‫(م‬5،#^@‫و?;אא‬

%=,‫]ذج =@א‬W+?‫و‬/¥‫(]ذج‬+0N5،‫ول‬P‫عא‬%>/
،Atkin and Freimuthj¦)‫&و‬N7‫و]ذج‬،Information Processing‫_א‬,
)=,‫א‬5"‫א‬+y‫و]ذ‬،Diffusion of Innovation‫א‬N>,‫א‬IO1‫و]ذجא‬
‫و?;אن‬،Elaboration- Likelihood=5‫א‬cyIP‫وא‬،Cognitive Response
Kd(/‫א‬dy‫ذ‬$‫ &א‬Process%$ ‫>و‬B=@= t_7‫ن‬y‫ذ‬$‫א‬

}¥(ًb7+0N51)–Z"‫א‬،ً"‫و‬7M%/‫–א‬+1t‫ אعא‬7
‫>ط‬I"‫א‬1‫و‬،Dissonance Theory/0)‫א‬1W+?‫و‬1
Social Learning + $y"‫א‬%=‫א‬1‫و‬Operant Conditioning
1ً‫א‬W7‫و‬،Self-Perception theory+!QO‫א‬M‫א‬I‫א د‬1‫و‬،Theory
KLow -Involvement Theoryb0Q,‫_א‬IO,‫א‬
‫ ﺛﻢ ﺳﻠﻮك‬:‫اﻟﻨﻮع اﻷول اﺗﺠﺎﻩ‬
Information – Processing Model ‫ ﻧﻤﻮذج ﻣﻌﺎﻟﺠﺔ اﻟﻤﻌﻠﻮﻣﺎت‬-١
a)‫ و‬B ‫א‬5%5"‫א‬%$ ‫ن‬7McGuire ‫]ذج _א‬V
،AttendingS#9 ‫א‬،Exposure ‫א‬5%‫א=ض‬W‫אא‬eE‫א‬
.$%=،Comprehending.$.)،Liking Intrested.‫م‬$?"‫وא‬7f ‫א‬
٨٧ ‫"!א‬# $%‫ )&אموא'&א‬%‫*و‬+,-‫א‬.$'
Memory ً?‫ ذ‬%=,‫^نא‬W‫و‬،Yielding to itZ"‫א‬،Skill Acquisiton

،Information Search and Retrieval. y`5‫ وא‬%=,‫ &א‬jc>‫א‬،Storging
I ‫א(א‬T/l!‫א‬،Deciding On Basis Of RetrievalI‫אذא(א‬
l!‫و =א‬،Reinforcemenl!‫ א‬،Behaving in accord to Decision

K(Post- behavioral McGuire,1989,p.45F
35
¨ k & !"‫א‬%$=‫א‬3W‫وא‬-$/‫م‬$?"‫א‬XY‫ذج‬$‫د?;אא‬B
)!‫א?و‬-% ‫א‬.‫א‬IBV ‫و‬3>(/ ‫و‬ Y%5‫وو‬5I‫و‬
T5=‫زא‬7‫و‬،sB‫و‬s‫و©ذ‬،35,‫א‬B‫م!א‬$?"‫א‬.)،+(%,‫א‬
‫א‬345‫אعא‬1=‫א‬GcD‫و‬7$_،‫;א‬N?‫و‬.ªI‫و‬.40_‫و‬5‫א‬
& +(%,k :;_،+!QO‫א"!لא‬d‫و‬.‫ق‬0‫وא‬%5‫و‬3_g4!W‫و‬
K $y"‫()وא‬t‫א‬g4!E‫א¦א)وא‬3 ‫א=א‬j
-% ‫אא‬eE‫א‬Z;?3N+(%,‫ن¦א‬7I‫و‬DV"‫ذج‬$‫و?;אא‬
V&NKً t ،tt‫وא‬7،1t‫א‬eE‫=א‬M%/‫א‬-% ‫)(א‬،M%/‫א‬
‫ن‬7 -=‫؛‬+(%,‫א‬.= f‫و‬UeWh7 B ‫א‬%$=‫א‬B‫ذج‬$‫א‬
&:;s1)5%‫=ض‬U‫ذא‬Y‫و‬7،.&s1)5‫א‬.0U+(%,‫א‬
KEDevine and Hirt,1989,p.234F‫;א‬N?‫و‬.
‫ ﻧﻤﻮذج أﺗﻜﻦ وﻓﺮﻳﻤﻴﺚ‬-٢
Atkin & Freimuthj¦)‫&و‬N7‫م‬B& O=‫ &א(نא‬
1$t‫א‬W
،/¥s)‫א‬3‫ن א‬N‫و‬،+(%,‫א‬-% ‫א‬%$C‫א‬%$=ًy‫]ذ‬
#9 ‫وא‬s>,‫دא‬y‫و‬3$O‫و?;א‬%$c%+(%,‫=ضא‬،X‫و‬P‫א‬%,‫א‬
.)W&$b‫ و?;א‬%=,‫ =@א‬%$ 7>،1t‫א‬%,‫ א‬7،5%
3 0‫(א‬3$O$_،$5"‫وא‬35$%+4(1"‫א‬M‫א‬I‫وא د‬،‫ن‬$b,‫א‬M‫א‬I‫د‬Y‫و‬
‫א‬ ‫אאوא א و ‬ ‫‪٨٨‬‬
‫& א)(و‪f Y‬وذ‪$،:‬א‪%,‬א‪3!،tt‬א=‪%‬א‪=,‬‬

‫و‪W3$O‬א_‪f/‬א‪)=,‬وא‪،iE‬و‪ 1‬א‪%,‬אא=‪7>،‬א ذ ن‪،&N‬‬
‫‪7‬وא"?א=‪3t ،0z‬א"‪Z‬وא‪(=,‬وא‪9(,‬א‪KKK_%/‬א«‪،‬و‬
‫א‪%,‬א‪WP‬א‪% ,‬א‪/ E‬و?‪% -$/ +‬א"‪Q5‬אم‪،‬و‪&$b‬‬
‫א"‪y5‬عوא!‪،s/01l‬وא"‪ 1‬ج)‪=$‬א‪،M%/‬وא"‪$5‬א‪s)I‬‬
‫‪-%‬א‪V,‬א>=‪ KEAtkin & Freimuth,1989,PP.131-132FK‬‬
‫وא‪7 ,‬ن?;אא‪$‬ذج >‪gQ%& I‬ود ¬‪9 & tN%‬א‪$‬ذج‬
‫א‪VWP‬وא‪%$ gF‬א‪5‬א@‪I.$‬و_‪0‬א ‪،s%‬و?;‪3$O:‬‬
‫א‪$‬ذجא'‪،+0‬و]ذج>א‪IN)P‬א‪،c/,‬وא‪$‬ذجא ‪y‬א‪،+4‬و]ذج‬
‫_א‪،‬وذ‪ K:‬‬
‫و &?‪=$?7ub‬ضא‪5%+(%,‬و‪&N‬א=ض‪5%‬‬
‫ذא‪NBs‬ن‪!B‬אً‪7،W¬ 1XYl!،‬و‪YVW75I‬ذא‪s; U‬‬
‫و‪-% s$‬א ‪K#9‬وא‪3$ e/"5‬אא‪Ys)f,‬ذא‪.$.0U‬‬
‫و‪.1$b MI‬א‪Z!B T/،+(%,‬א‪7¡،35,‬نא‪XY+!B+(%,‬‬
‫א‪5‬و‪.$.0‬و>‪.‬و‪-% "&N‬א?‪s‬و =(א‪،s‬و‪-% B‬א?‪s‬‬
‫و =(א‪،s‬و‪،s_%5-% ".N‬و &א‪=,‬و‪7l‬نא‪d%,‬א‪& dWP‬‬
‫م‪،.eQ‬و‪7ًzA}s1)((c%‬ن‬ ‫‪t_7‬א‪,‬א‪-% =93‬و‪345‬א‬
‫א ‪-%‬א‪;.+(%,‬אא‪3/%/‬א?‪+$‬א;‪]s h‬ذجא"‪ K5‬‬
‫‪ -٣‬ﻧﻤﻮذج اﻧﺘﺸﺎر اﻟﻤﺒﺘﻜﺮات ‪ Diffusion of innovation‬‬
‫‪;?h‬אא‪$‬ذج ‪`5Y -%‬א &"و‪97‬ل =)‬
‫‪50%‬א‪G1_7#‬א‪7، $y‬م‪7،/01‬م‪ BY‬وא!‪،‬و?‪=+‬א= ‬
‫א‪y7F‬א? ‪I.%‬و‪y‬ز‪+eRogers‬א‪& tN‬א‪$‬ذجא"!א‪3t W(/‬‬
٨٩ ‫"!א‬# $%‫ )&אموא'&א‬%‫*و‬+,-‫א‬.$'
Knowledge and %=,‫=)وא‬,‫אא‬0‫و]ذجא‬،+%,‫א‬f/1"‫]ذجא‬

9E‫ א‬B ‫`אא‬5 ‫وא‬،NetworksN>O‫و]ذجא‬،information Gaps
¬‫و‬%$=..1N $c%$. ‫א‬Z;?‫و‬،?"‫א‬
،= ‫א‬IN‫وא‬IN)P¬‫"و‬Y ‫ א א‬$C‫א‬$)،‫א‬IN"‫א‬
XY ‫و‬، ‫א‬I‫!دوز‬B‫مא‬7،c9‫م‬7،55‫م‬7، $y‫א‬G1_7#‫א‬5
‫و‬7،IN)‫>אس‬0N‫!ص‬E‫א‬sy‫و‬-% .‫א‬Z;?‫و‬K:‫ذ‬
3 0‫א‬-% ^_.17$_،39P‫א‬G1_$_eW=U+?‫و‬K.b)I
Rogers,1983;Windahl and. Signitzer F h?$@‫وא"!لא‬+?y‫א"!لא‬d
KEwith olson,1992,pp.57-58
}¥XY@‫אא‬I‫אوאذא(א‬N>,‫>א‬%$ ‫א‬Z;?/(
W% 3_$. ً‫א‬I‫دوא‬7‫א"!ل‬T=%3‫א‬
‫د‬0‫ =ضא‬%,‫א‬Z;?rkL
ْ WThe knowledge Stage‫أ( ﻣﺮﺣﻠـﺔ اﻟﻤﻌﺮﻓـﺔ‬
& +(%$% %=,‫א‬Z;?3!B‫و‬،.%$ 0_‫אو‬IN"‫ & ?א‬%=,
.%$ 0_+(%,‫=ضא‬B$_،‫م‬ ‫א‬345‫و‬i ‫و‬7،h7‫دא‬Baz
1‫؛‬# ‫دون‬gQO‫א‬XY+B %=,‫א‬Z;?‫)ن‬،:A‫ودون‬K=>e‫א‬-%
S‫א=ض‬gQO%rB‫و‬،d= I.XY‫ل‬9‫א‬.)?‫؛‬ee%$C
%NO ‫د‬y. stc>1‫ ؛‬%=,‫א‬Z;S‫=ض‬B+(%,‫نא‬7$_K)‫!د‬
K‫ &?;אאع‬3XY‫ج‬LZ =
+ ‫א‬%g~‫اﻟﻨﻮع اﻷول‬W‫ﺛﻼﺛﺔ أﻧﻮاع‬XY)=,‫א‬% ‫ز‬y‫و‬I/B(‫و‬
+.)،‫أﻣــﺎ اﻟﻨــﻮع اﻟﺜــﺎﻧﻲ‬K‫א‬N>,‫א‬Z;?? 3t ،%57‫ل‬I‫و‬h;‫=א‬,‫א‬
‫أﻣﺎ‬K@‫א‬N>,‫وא‬7،N0‫א‬Z;?‫אم‬Q5‫א‬0N+(%,‫=א‬gF‫ א‬%=,‫א‬
‫א‬ ‫אאوא א و ‬ ‫‪٩٠‬‬
‫اﻟﻨﻮع اﻟﺜﺎﻟـﺚ‪ %=,gQ)،‬א‪55P‬لא‪3t ،N>,‬א‪0%E‬א(وא=‪$%‬‬

‫‪،s‬و?;אאعא‪& jt‬א‪L"ً>)=,‬ج‪sY‬א@‪?$‬א= ‪،‬و‪-(>&N‬‬
‫‪%‬عא‪P‬ولوא‪& +1t‬א‪،V!B$?7)=,‬وא‪Q5‬אمو‪345‬א مא@‪?$‬‬
‫‪ K?4)t_7‬‬
‫ب( ﻣﺮﺣﻠﺔ اﻹﻗﻨـﺎع‪WThe Persuasion Stage‬و?‪+‬א‪%,‬א‪¤NF‬ن)‪.‬א‪0‬د‪ً7I‬‬
‫‪7‬وא?ً¯א‪7،N0‬وא‪،N>,‬و‪NB‬نא"‪ Z‬אً‪7‬و =‪،ًDI‬و‪i‬ز?‪$?7‬‬
‫א" ‪9=#‬א‪$‬ذجא"!‪35 & +‬و‪5I‬وو‪%5‬و ‪،3>(/‬و?;‪Z‬‬
‫א‪i%,‬زא"!لא‪Bt_7+?y‬وאً‪ K‬‬
‫‪0)WThe‬د‪B;Q Y-?-‬א‪ًI‬א‬ ‫اﻟﻘــﺮار‪Decision Stage‬‬ ‫ﺟــ( ﻣﺮﺣﻠــﺔ اﺗﺨــﺎذ‬
‫>‪7،‬و)‪،x‬و‪ (B‬א‪0‬دא‪%,‬א‪x)sN،1t‬א>‪1‬‬
‫‪b‬ط‪5،yIW‬א‪3>B& G1_7#‬א‪7، $£‬م‪ T>/‬م)א‪f>5P‬א‪,‬د‬
‫;‪K:‬‬
‫د( ﻣﺮﺣﻠـﺔ اﻟﺘﻨﻔﻴـﺬ‪WThe Implementation Stage‬و?;‪Z‬א‪(%,‬مא‪>+(%,‬‬
‫א‪7،N0‬وא‪Q5‬אمא"‪IN‬א@‪K‬و" &‪7‬ن(مא(‪-% 4‬א‪(%$C‬‬
‫‪F‬و‪I‬ل_‪0‬א‪Q5‬אم?;‪Z‬א‪7N0‬و_‪0‬‬
‫א‪،+(%$% )_ %=,‬א ‬
‫א‪!C‬ل ‪-%‬א‪N>,‬و_‪0‬א‪Q5‬א ‪;،s‬א‪7T‬ن‪7 1‬ن م)א‪7،N>,‬و‬
‫م(א‪ %=,‬א‪Q5")N‬א ‪s‬و_‪0‬א )د ‪Bs‬د‪ XYh‬م‬
‫א"‪$5‬א‪7s>I‬وא‪Q5‬א ‪Ks‬‬
‫ﻫـ( ﻣﺮﺣﻠﺔ اﻟﺘﺜﺒﻴﺖ واﻟﺘﺪﻋﻴﻢ‪ WThe Confirmation Stage‬د >‪jc‬א‪=+(%,‬‬
‫אذ‪(Z‬א‪I‬א‪1XY;0‬ع &א وא‪-% O‬אذ‪;?3t Z‬אא(א‪،I‬‬
‫;א‪$! -% ،‬א‪%$C‬א"‪$5‬א‪x=(I‬א‪345‬א‪=-=O,‬א‪#.1‬‬
٩١ ‫"!א‬# $%‫ )&אموא'&א‬%‫*و‬+,-‫א‬.$'
% ‫]ذج _א‬scD ‫و?;א‬،5%+(%,‫א‬I.$@‫;א‬0‫و‬%$C‫א‬

(‫ن م‬Y،/0=,‫א)א‬1scD :;_‫و‬،M%/‫=א‬
‫و‬7،N0‫אمא‬Q5‫م‬Bh;‫א‬+(%$%=O,‫ א‬%=,‫א‬x=%$C‫א‬$!
‫ذא =ض‬Y9W،I‫א‬$5"‫ع &א >طو مא‬1XY+(%,‫(دא‬B،IN"‫א‬
Windahl and Signitzer with FVW7.y& ZI‫א‬B‫>ل‬5 %=,
KEOlson,1992,p.60
Cognitive-Response ‫ ﻧﻤﻮذج اﻻﺳﺘﺠﺎﺑﺔ اﻟﻤﻌﺮﻓﻴﺔ‬-٤
345‫א‬s(%#7+(%,‫א‬%QI‫و‬F‫א‬IN)P‫א‬-% ‫א‬Z;?^_
)_ BY¬‫ذא‬5I(‫و‬$!‫ن(م‬735,‫א‬-% ‫و‬، B ‫א‬
5‫א‬Z;?‫ن‬N‫ن‬7‫و‬،R‫و‬e,‫عא‬D,‫>لא‬y IN)7It5"
Ross,1985,pp. F ‫א‬IN)P‫א‬Z;?_;+(%,‫א‬3=y-% I‫د‬B،ًb7، B ‫א‬
K(88-89
&0‫د‬uD$_،+ B ‫אא‬r‫و‬sI‫ذج‬$‫?;אא‬$=‫و‬
B ‫א‬5%+(%,‫א‬1V -% EDevine and Hirt,1989,p.235F?‫و‬
=)KKR‫و‬e,‫عא‬D,‫لא‬s>/‫وא‬7،>y,‫א‬IN).It5‫א‬V ‫و‬
،‫ع‬B ‫א‬%$ rL‫ع‬D,‫>¯א‬y ً‫א‬IN)7+(%,‫א‬V B ‫א‬5‫א‬t/
T/c)K‫و مא(>ل‬7،‫אد‬I"‫א‬%$ rL>5ً‫א‬IN)75‫א‬t/ ‫و‬
& B ‫א‬5‫א‬393b)7،B‫ !א‬3BP‫א‬35,‫نא‬NB‫ذج‬$‫?;אא‬
IN)P‫عوא‬D,‫ א‬3¦+(%,‫ذא _نא‬Y9W،B‫ !א‬t_P‫א‬35,‫א‬
ً$. ‫ن‬N +(%,‫نא‬7XYdt>‫א‬x=Z‫א‬$_‫=د‬BT>/‫وא‬،‫و‬e,‫א‬
+(%,‫?;אא‬7>،B‫!א‬,‫א‬3%B35 e5‫(مא‬5‫نא‬7V‫ع‬D,
. (‫ن‬7 e/35,‫نא‬7at"s1P:‫؛ذ‬5‫א‬Z;?¬(s/01
‫א‬ ‫אאوא א و‬ ٩٢
s%>B& B ‫א‬5‫دא‬5Y‫و‬c9E‫א‬%$=‫א‬Z;?K3$_P‫א‬sy‫א‬-%

4.‫;א)א‬، B‫ !א‬T935,‫ذא_نא‬Y$)rL"،+(%$_
K+_%/‫אא‬r"s% ‫و‬،3B7‫ع‬D$%,‫¬א‬C‫عא‬$‫ن‬N
Elaboration –Likelihood ‫ ﻧﻤﻮذج اﻷرﺟﺤﻴﺔ‬-٥
VKEPetty and Cacippo;1986F >5_‫و‬Fh-% ‫ذج‬$‫ج?;אא‬W(
W‫وא‬،^_,‫א‬i $?7W B ‫א‬%$=%d(z:?‫ن‬7‫ذج‬$‫?;אא‬
d%!‫א‬B‫و‬V -% $=e/‫א‬s‫ن‬N$.7،+yIE‫א‬v|‫א‬i
GB‫عא‬/‫א‬V ‫و‬،)=$%+(%,‫א‬yV -% ‫و‬،+(%,‫وא‬R‫و‬e,‫عא‬D,‫א‬
?‫و‬+(%,ً ! ‫ع‬D,‫نא‬N =)، B ‫א‬345‫א‬Z;?N0%s
i + B ‫א‬ae‫نא‬N/)،GB‫ &א‬/ sy‫و‬،s))=$%y
s17‫و‬7،gQO3! ‫ع‬D,‫نא‬N s17h7،uc9}N=‫وא‬K^_,‫א‬
K+yIE‫א‬v|‫א‬i ‫ع‬B ‫א‬/)،aDG
B‫نא‬7‫و‬7،)=$%y}
KEDevine and Hirt,1989,p.236F
&+(%,)+yIE‫א‬v|‫א‬i ‫ن‬N ‫ع‬B°ae‫نא‬7V‫ذج‬$‫و?;אא‬
B‫ !א‬3t VWP‫א‬U‫=א‬t_7.5sN‫و‬،5‫אً¬א‬t_N0
K5‫א‬
0_‫ذج_^ل‬$‫ن?;אא‬7،?‫&و‬0‫ &د‬±3__;
$_،Z"‫א‬-% 5‫א‬0_-% }‫و‬،?"‫א‬-% B ‫א‬5‫א‬
‫ ن‬7R`(?،‫ذج‬$‫و?;אא‬K‫_א‬, %=,‫ل]ذج =@א‬C‫?א‬
& ‫ل‬z7`0$/uyIP‫א‬-% ^_,‫א‬azi rLF‫א‬Z"‫אא‬
i ‫ن‬Nh;‫א‬Z"‫وא‬z+yIE‫א‬v|‫א‬azi rLF‫א‬Z"‫אא‬
٩٣ ‫"!א‬# $%‫ )&אموא'&א‬%‫*و‬+,-‫א‬.$'
v|‫א‬i ‫ن‬NF‫ &א"?א‬M%/ً‫>א‬t_7‫ن‬Nxh^_,‫א‬ae‫א‬

KEDevine and Hirt,1989,p.237F?+yIE‫א‬
‫ ﺳﻠﻮك ﺛﻢ اﺗﺠﺎﻩ‬:‫اﻟﻨﻮع اﻟﺜﺎﻧﻲ‬
Cognitive Dissonance Theory‫ ﻧﻈﺮﻳﺔ اﻟﺘﻨﺎﻓﺮ اﻟﻤﻌﺮﻓﻲ‬-١
$.h;‫وא‬،‫ول &א‬P‫عא‬D,‫א‬I!W‫א‬Z;?RA (
‫!ل‬C‫وא‬+(%,‫אא‬%$ r‫و‬C‫א‬Z;?10_?‫ق‬/‫?;אא‬
5"‫نא‬7-V
W7#A7& V d& -V+?‫و‬K,‫א‬5"‫א‬-%
‫ع‬D ¯s?"‫و‬7،‫ض‬I= s_%5‫=ن‬O +(%,‫א‬VrL
7‫;א)ن‬،‫و مאאزن‬،+/0‫א‬a%(‫ ً &א‬1sa%~ZI‫و‬h;‫א‬،d=
& ?s% #b(‫وא‬7،I=O‫?;אא‬x0Q+(%,‫א‬. Q/5IF‫قא‬e‫א‬
Ks_%5‫و‬7،s)! a)‫א‬s?‫א‬az
Self-Perception Theory‫ ﻧﻈﺮﻳﺔ اﻹدراك اﻟﺤﺴﻲ اﻟﺬاﺗﻲ‬-٢
،+D,‫ د &א(نא‬,‫א‬/‫אא‬Bemé5‫אא‬Z;?Iz

،‫א‬j& . %&N‫و‬،>‫א‬j& )‫א‬.>A+?‫و‬
I‫ و‬l =1"&c)،.)!az& &W‫¬א?א‬/1&c)
s17¬/1()،d= a0‫_א(م‬I> ً!QA7I%)‫;א‬،.1?‫ذ‬
،ًb7./01(es17V‫א‬Z;?‫و‬Kh‫אد‬:‫ذ‬T‫و‬،‫_א(م‬T
K.‫(م‬1F‫_و!)א‬%5az& ?‫א‬1_¬/1‫ن‬7 e/1
KERoss,1985,pp.94-95F
Operant Conditioning ‫ ﻧﻈﺮﻳﺔ اﻻرﺗﺒﺎط ﺑﺎﻟﻨﺘﻴﺠﺔ‬-٣
،+(%,‫ &א‬d= M%5‫^אع‬1‫א‬XYl..1)ً(5‫א‬Z;?RA $_
‫_;א‬3$ ‫دא‬03B%)K=$)ZI‫א‬NM%/‫ ?;אא‬:‫=ذ‬
‫א‬ ‫אאوא א و‬ ٩٤
-% 3!‫و‬3$=‫;אא‬.‫ (م‬s1)،µ)N,‫_;אو_;א &א‬-% 3!c5‫و‬

?¯ًYً?‫א‬su>!5‫لو‬$ P‫א‬Z;?IN5:;s1)،µ)N,‫א‬Z;?
Kuc9}N=‫وא‬
ً?‫א‬su>!5‫و‬3$=‫א‬I‫א‬NT5:;s1)f( -% 3!s17%)
j(,‫א‬Z;? F‫א‬5‫א‬I‫ &א‬tN‫א‬:?‫(()ن‬C‫وא‬،s?ً>%5
?"‫و>نא‬،Y-% ‫!ل‬C‫א‬XY‫(د‬F‫א‬.?‫)אد‬P‫א‬:/$
KEDevine and Hirt,1989,p.243F( -% ‫!ل‬C‫א‬XYh‫د‬F‫א‬
Social Learning‫ ﻧﻈﺮﻳﺔ اﻟﺘﻌﻠﻢ اﻻﺟﺘﻤﺎﻋﻲ‬-٤
‫)=ل‬7‫!)و‬%(1T‫א‬17V‫א‬Z;?‫ن‬7?،?،$.
‫ن‬NB‫ذج‬$‫?;אא‬K 7+y‫ذ‬$‫ א‬e‫!ذאא‬QO‫وא‬7،‫ذج‬$‫א‬
‫ذج‬$‫نא‬NB‫و‬،G>‫א‬I‫]ذج‬./01،G>‫א‬I3t ،ً.>Aً!QA
fP_‫و‬/ T9ً !QA‫ن‬N‫ن‬7‫و‬7KKً t &‫د‬U=_KKً‫א‬.Aً !QA
3$=?‫ذجو‬$‫(مא‬1‫ن‬7+0N"s17XYs>‫א‬T‫و‬،«‫א‬KK+5/‫وא‬7،‫م‬P‫وא‬
>y Y-% 3!‫ذج‬$‫ن?;אא‬7?O,‫( א‬1‫ن‬7& "&N‫و‬،ً= ً $
K3$=‫?;אא‬s‫د‬
The theory of Low Involvement‫اﻟﻤﻨﺨﻔﻀﺔ‬ ‫ ﻧﻈﺮﻳﺔ اﻟﻤﺸﺎرﻛﺔ‬-٥
& %~ 1^0%‫א‬345%+(%,‫ن =@א‬7،Krugman‫_ون‬V
+ 7>F‫ א‬-AIETA5"‫ن]ذجא‬7V‫و‬، >e,‫א‬345%s@=
>‫وא‬،TrialT‫א‬L‫وא|و‬،Evaluation(‫وא‬،Interest>‫وא‬Awarenes
#^‫א‬az& .@= F‫> א‬e‫א‬345‫א‬-% a>e-Adoption
1^0%‫א‬345‫א‬$،(e t_P‫א‬#^@‫و?א‬Left Brain·,‫ &א‬/P‫א‬
V‫و‬K0z t_P‫א‬Right Brain·,‫&א‬ &¦P‫א‬#^@‫א‬az& .@=
٩٥ ‫"!א‬# $%‫ )&אموא'&א‬%‫*و‬+,-‫א‬.$'
‫ ق‬z ‫א‬-% _IO ‫ودون‬7،b0Q _IO %=,‫ =@א‬s17‫_ون‬

P‫א‬s1^0%‫א‬345%IN,‫نא=ضא‬7‫_ون‬V‫و‬KLow Involvement
‫ א ن‬W‫ل‬t,‫א‬3>5-% KM%/‫א‬r-·,‫~^نא‬h;‫א‬
%=,‫א‬Z;?&^Q‫(م‬+(%,‫ &א!ن)نא‬d= ‫ع‬1& IN,‫א‬+1^0%‫א‬
h;‫ א!نא‬1V‫א!ن‬hÒT?; ‫و‬،·,‫¦& &א‬P‫א‬#^@‫א‬
‫(م‬:‫=ذ‬،s4‫א‬O‫(م‬/)1^0%‫א‬1 ‫א‬3>B& ss?O IN
KESeverin with Tankard,1987,p.181F=%/‫¯א‬+YZ‫&א‬N
‫ زא ل‬F‫א‬- ‫א‬Z;?D‫א)`א‬Gc9‫ذא‬Ys17‫د‬IN1‫&و‬05_;
‫ن‬N s1)-=.c9G>tU‫ع‬B ‫لא‬9W،+$%=‫א‬jc>‫א‬
‫ ن‬N j،1 ‫א‬v()}‫و‬،‫^ن‬0%‫ א ¬א‬-% .(>e
K(‫א"?وא‬-% ‫א‬I‫א ¬א‬i‫א‬3t 1^0%‫א ¬א‬i‫א‬RA
KESeverin with Tankard,1987,p.188F

‫?;א‬.= 3 =1UF‫ &אא‬tN‫א‬M?‫ن‬7:A" :‫ﻣﻼﺣﻈ ـﺔ‬

9E‫وאא‬، B ‫ذ_ אא‬% T=!s1P:‫؛وذ‬fN‫א‬
. I(،.D ‫(אو‬،v()s$?}f_‫م‬ ‫א‬345
j، ‫ א‬$C‫א‬.(>e0_‫و‬،$.,‫אא‬Z;S‫(]ذج‬
KfN‫א‬l?
9E‫אא‬:% $C‫א‬.(>e$?7V1F‫و &אא‬
+0z=‫א‬g$(9E‫وאא‬،Identification‫وא‬7a)‫وאא‬ae
KEmpathy
‫א‬ ‫אאوא א و‬ ٩٦
%¸&¯-‫ج‬
‫ذ‬$‫א‬1& >B+?‫و‬-9E‫אא‬+0)
‫ق‬e‫א‬-% :‫_نذ‬7#‫א‬5،.%t u>!1‫ن‬7>IV ‫&و‬W(%=yI‫د‬
‫ذج‬$‫وא‬7gQO‫ א‬1$%_‫و‬،‫א"!ل‬v45‫و‬az& ‫م‬7،+!QO‫א‬
R$e‫و]א‬eً‫א‬y$. ‫א‬Z;?‫و‬Ks%ً t_7c>97
& :‫وذ‬،&/‫א‬I!‫א‬:‫و‬79W،‫د‬0%+‫مא;א‬.0,+B‫وא‬+!QO‫א‬
I‫(مدوא‬+?‫و‬،+(%,‫?;אא‬.= F‫!א‬QO‫ذجوא‬$‫(א‬az
az& ‫א‬I‫"א‬£‫א‬9W‫א &א‬Z;?a>e&N¦‫و‬،Y
K>%5I‫دوא‬7.¦(& ً"YI‫دوא‬7+(%$%d.O,‫)אدא‬P‫(א‬
1/1 ‫א>א‬-% ^_F‫א‬+0z=‫א‬g$(9E‫א‬%>/ 7
Z7‫و‬،,‫م‬$?"‫א‬$?7XY?>1‫א‬G0%)،TC‫وא‬e=‫ &א‬t>‫א‬
ً t$)KK?s1 (&;‫א‬:‫و‬7‫و‬3،TC‫وא‬e=‫ن &א‬tc>&;‫)אدא‬P‫א‬
sy1‫ن‬71‫د‬I7%)Ksc!.t_7s%NA‫و‬+yIE‫א‬Z..،fO‫¡א‬
I‫א‬D7& rc‫א‬3b)P‫ن &א‬NB،.z=‫אو‬IQ,‫א‬D345IsY
+/0‫?א‬.1t_7gQO%+yIE‫א‬.,‫א‬-% ‫و‬%@‫א‬-% ‫א‬IQ,‫א‬
K+%(=‫وא‬
7-% ‫ن‬N^_`)‫؛‬#‫وא‬. P_e=‫وא‬TC‫&( نא‬,>/
3!LBF‫وא=?א‬d@‫א‬3>(/ -% ‫و‬S0z73>(/ -% ‫א‬IQ,‫א‬Z;?
K«YKKKK‫א‬IQ,‫א‬s 7Gz= ‫ذא‬Ys
‫‪٩٧‬‬ ‫ '‪.$‬א‪*+,-‬و‪&) %‬אموא'&א‪!"# $%‬א ‬
‫أوﻻً‪ :‬اﻟﺘﻤﺎرﻳﻦ‬
‫‪t_ $/ J١‬אً (??;א_ م‪ _KKh1‬م‪_?1‬د ‪Z;?-%‬א‪(,‬‬
‫&‪ W‬ل ‪;?7B‬אא‪3!0‬؟‪K‬‬
‫ ‬
‫ ‬
‫‪, J٢‬ذא‪.1:7I‬א ‪? B‬؟‪،‬و ‪ $C.B‬‬

‫؟‪K‬‬ ‫א‬
‫ ‬
‫ ‬
‫م !‪ %$C:$$‬‬ ‫‪B1& 0/_ J٣‬و‪345‬א‬

‫؟‪K‬‬ ‫‪Y‬‬
‫ ‬
‫ ‬
‫‪a>/$.7،:7I J٤‬א‪W‬א‪7M%/‬مא"‪Z‬؟‪،‬و‪,‬ذא؟‪K‬‬
‫ ‬
‫ ‬
‫א‬ ‫אאوא א و ‬ ‫‪٩٨‬‬
‫‪ J٥‬א‪!(,‬دא ‪ B‬ذאא=א ‪3‬אא‪%W‬و‪:%‬א‪=9E‬א ‪3‬‬

‫א‪ yIE‬א‪RO‬؟‪K‬‬
‫ ‬
‫ ‬
‫ ‬
‫‪ J١‬א_‪ BY1}57-% ¾#0% D 345Ir T‬؟‪K‬‬
‫ ‬
‫ ‬
‫‪1 Y J٢‬א(אא‪،4b0‬وא‪،1 Y `W‬و‪V &¤‬א‪>e1‬ق ‬

‫د‪;?s5I‬אא‪K.% 3!0‬‬
‫ ‬
‫ ‬
‫‪ J٣‬א_‪1.)ً Q/ 5IT‬א‪_,d!c‬א‪K‬‬

‫ ‬
‫ ‬
‫ ‬
‫ﺍﻟﺒﺎﺏ ﺍﻟﺜﺎﻟﺚ‬
‫א وذجא א وא ‬

‫ ‬
‫• اﻟﻔﺼـ ـ ـ ـ ـ ــﻞ اﻟﺨـ ـ ـ ـ ـ ــﺎﻣﺲ‪ :‬اﻟﻌﻨﺼـ ـ ـ ـ ـ ــﺮ اﻷول‬
‫ِ‬
‫واﻟﻤﺮﺳﻞ(‬ ‫)اﻟﻤﺼﺪر‬
‫• اﻟﻔﺼﻞ اﻟﺴﺎدس‪ :‬اﻟﻮﺳﺎﺋﻞ‬
‫• اﻟﻔﺼﻞ اﻟﺴﺎﺑﻊ‪ :‬اﻟﺮﺳﺎﺋﻞ‬
‫• اﻟﻔﺼﻞ اﻟﺜﺎﻣﻦ‪ :‬اﻟﻤﺘﻠﻘﻲ‬
‫• اﻟﻔﺼﻞ اﻟﺘﺎﺳﻊ‪ :‬اﻟﺮﺟﻊ )اﻟﺘﻐﺬﻳﺔ اﻟﺮاﺟﻌﺔ(‬
‫‪Feedback‬‬
‫‪٩٩‬‬

‫ﺍﻟﻔﺼﻞ ﺍﳋﺎﻣﺲ‬
‫אول)א دوא ل( ‬ ‫א‬

‫‪،‬و‬ ‫("و'ولو‪ %‬نא‪ !"#‬وא وאوج ‬
‫‪:‬א‪7,8.89‬ن‪56%‬א‪304‬وج ‪/2‬ع‪0‬א‪,،-./‬א אد* ؟‪%‬‬
‫א?>=א‪B <6‬א ‪ ،‬م ‪@2‬א?>=א‪;0"8 <6‬؟‪%‬א‪B <6‬א‪،8‬‬
‫م ‪BKL@2‬א‪ ،J.#‬م ‪@2‬א‪;I‬א‪FG( H‬א‪E‬ذא‪C‬وא‪/ MJ‬ن؟‪ K‬‬
‫‪6%:-!"#*"#82O2‬אא‪-P‬א‪QCRS8‬א‪ 9‬وא‪;I‬א‪ " H‬‬
‫‪/;,‬א?>=א‪"8 <6‬مא ‪:S‬א‪/ MJ‬ن‪ ،‬و (;‪:‬‬
‫א‪0 ،9‬א ‬
‫א‪VW X%I,،,#‬ل‪BU C‬א ‪/%‬א‪ ،B.(T‬مא?>=א‪<6‬‬
‫‪QC;0"8‬א?_‪،‬نא ^]‪"#‬א\‪@.‬و[‪@ Z‬و‪Y‬ذ*‪QC@.‬א ‬
‫א‪6%،0"8‬א‪ 0GOb‬ن‪F!"#‬א ‪E B‬א‪;0"8 H‬א ‪.%‬‬
‫\‪:f/#‬א‪،XeV‬وذ‪cO*.J.ZCd‬א و‪=S#[0@ /0‬א‪g"OH‬‬
‫‪Cg"Ol .,،" *.,;OC‬א‪ًb"\k Ô‬و‪،ًj "K‬و‪C‬א‪=S#h‬א ‪*/4‬‬
‫‪:‬א ‪ K‬‬
‫ن ‪ r‬دو!‪ pq:5‬و[‪J‬قא‪9‬א‪،08‬و א‪0Xj‬א‪"\mn9‬‬
‫‪ B‬ن ‪//0G0BO‬ع‬
‫[‪s8J‬؛*‪"CB(W‬مא‪%‬م* و‪@ JL‬א‪ uH‬‬
‫א‪،9‬وא‪!/;I‬א‪،@.;Y/‬و‪/2‬عא‪./‬א‪،EAtkin,1985F0">W‬و‪pvO‬‬
‫‪١٠١‬‬
‫א ذجא א א‬ ١٠٢
‫"م‬8 ‫ ن‬G.TW =>_w.,، ‫א‬mJL Ô‫א‬Bu /C/‫א‬9‫א‬

x;0mJL ey‫ א‬r ,،P/T‫ א‬e'‫א‬g‫"א‬KQCً‫ن\د!א‬/ ‫א‬
@(20‫و ول‬، *‫د‬/#8‫!א‬/;I‫وא‬،z"F‫وא‬، ‫א‬zn[*
"8‫و‬، ‫א‬w.‫א و‬QCM!<6‫א‬/T! /%‫ع‬O\E‫א‬: r‫א‬.%
k".Y‫ق‬n[ ‫"و‬.Y{TO0@ "<6‫א?>=א‬/%-YO‫א‬l0nCE‫ نא‬/T! f !
K(Tan, 1985,p.113)Good sense,Good will, Good moral k".YbMC‫و‬
r =S#[gneQC-Tan‫ ن‬6 -‫م‬/.‫عא‬O\E‫א‬/jK*M
H‫א‬f ['‫=א‬S#h‫*( |א‬R;,‫}א‬C‫א‬G0،k/8‫وא‬،.*‫ذ‬I‫وא‬،.\‫"א‬#‫א‬Wl%‫و‬
..O "‫א‬Wf ['‫=א‬S#h‫و ?א‬،l8‫א‬:XeV‫א‬QC ‫"א‬CW
K ‫د‬C‫وא‬،.UTW‫א‬،.CY‫א‬
‫نא‬/ 0 "OCX(h‫א‬3J ‫א‬6،kZh‫وא‬.\/e/‫א‬0.\‫"א‬#‫نא‬/ ‫و‬
m‫א‬Z[R ‫ و‬m0/ 0QC‫ل‬/#9‫א‬z"F‫نא‬/ 0"OC‫و‬،k"8 0‫ و‬،.O,
9‫א‬z"%‫ن‬/ 0"OCR% ‫ن‬/ .\/e/‫ نא‬f KEAtkin, 1981,p.275F
QCXeV‫א‬:ً‫א‬X(ً‫دو!א‬.*‫ذ‬v‫ن‬7,ً3 ،@/‫@ و‬%‫א‬X.l8‫عא‬O\/%

%6‫ وא?*@א‬.,‫ א‬4/b"‫א‬0‫א‬/ ‫א‬:@*?‫ ?א‬.*‫ذ‬I‫وא‬،l8‫א‬
@*?‫א‬0R% %6‫ع نא?*@א‬O\E‫א‬cC| *f ‫و‬KlY// " '‫א‬
،, ‫وא‬J'‫א‬-ً3 -.*‫ذ‬I‫ ? א‬،XeV‫א‬QCk!"8‫א‬::‫ א‬4/b"‫א‬
‫א'_>ص‬XeV ‫ن‬.Kl8‫א‬:%XeV Fk"K‫ووא‬، "WI‫א‬.*‫ذ‬I‫א‬d6‫و‬
R;OC‫ن‬/8 6‫א‬d‫ و‬XeV 0 j ‫ن‬/ "WY.*‫ذ‬Y j ‫ن‬/2/ 6‫א‬
‫א‬6%:‫ و‬،l8‫א‬C@WOY: !"#00 ‫نא‬/ 0"OCL[،.*‫ذ‬Y
0"OCXeV‫א‬:k!"\ j ‫ن‬/ P‫א‬6I‫"!<א‬#‫ذجא‬/O‫نא‬W ‫ل‬/8 !3‫א‬
١٠٣ E‫א وא‬F‫ول‬#‫א‬$‫א‬
.‫و‬:‫"م‬8r‫ًو‬n;‫ع‬//‫نא‬/ 0"OC‫و‬،ً 3J>O0!/;I‫مא‬%‫نא‬/

k/\.% -ً3 -g/(‫א‬s(e KEAtkin,1981,p.275FK‫ن‬/ MJ.#>_
m,‫א‬R "8 QC!‫د‬8‫א‬d‫ذ‬/%</8‫وא א‬K!/;I‫א‬QCXeV‫א‬: ‫א‬
Kً /\ ‫ًنא‬J0P8 ‫وא‬kX(m,‫א‬s2‫و‬،P8 ‫ ضא‬,‫و‬
‫ ن‬،m.O. (W‫"א‬8C‫ل‬n[‫ع‬O\E‫א‬cC;.C#KSO‫א‬56%R^ 0
mJ#‫א‬56;*.0nCE‫ א‬/C/‫א‬mn9‫א‬l#0‫م‬%‫"مא‬C: ?‫א‬
0*/4 ‫* א‬Lh‫=א‬S#h‫א‬QC‫ن‬/, R;2 ،% RF%‫و‬
c ‫ א‬Y.% QC‫ون‬M ،‫م‬/.‫لא‬# ‫א‬cC‫و‬،,";W‫א‬X%I‫\(א‬
K%6.JO : ‫\(א("א‬،9‫!א‬/;I(WO*، ‫א‬mJ#*Lh‫א‬m‫א"!א‬
KEAtkin, and Freimuth, 1989F
ِ ‫ﺧﺼﺎﺋﺺ اﻟﻤ‬
‫ﺮﺳﻞ‬ ُ
‫ ن‬G.TW l ‫א‬:*/T‫ א‬%/I‫א‬mJ#‫א‬R%'ًn.#J ‫"م‬82l .,
KR;., ey ‫سو‬O‫ א‬#
Credibility ‫ اﻟﻤﺼﺪاﻗﻴﺔ‬:ً‫أوﻻ‬
‫ و‬ExpertisekZh‫א‬%. X00m‫א"!א‬R^ 0:.\‫"א‬#‫نא‬/
Trustworthiness or Personal .#>?‫א‬%‫א‬MO‫ وא‬.\/e/‫وא‬،Competence kcJ‫א‬
‫ و‬.#>?‫=א‬S#h‫א‬.% f H‫א‬m‫* |א"!א‬dO%‫و‬،integrity
K (Bettinghus,1969,p.92)Dynamism, or personal characteristicsf ['‫א‬..0O "‫א‬
‫أ( اﻟﺨﺒﺮة‬
z @2 QC!/;I‫\(א‬0!" r<6‫א?>=א‬d‫ذ‬/%X(h‫א א‬
K@.KK‫ و‬T‫א'א‬QC.#‫א‬m*YE‫א‬z @2 ‫ و‬،{.\‫ع*?د‬//‫א‬
‫א ذجא א א‬ ١٠٤
0C/@m ,‫א‬/ 0‫ذא‬X(h*=>?‫א‬L‫و‬b‫و‬KETan ,1985, p.114F
G\/‫وא‬،kZh‫وא‬،".I‫א‬B !"‫وא‬،l ‫א‬l. ‫א‬f/W‫א‬W.‫=א‬S#h‫א‬

BKL=>?,G(T*‫و‬،c6*G‫وא‬،kcJ‫وא‬k!"8‫وא‬،G., ‫א‬lCY‫א‬
kZh‫و (א‬،=S#h‫א‬56%0|.8O‫א‬QC‫ن‬/ 0/% ‫א‬/‫א‬kZh‫א‬
: ‫א‬/0kZ[‫نذא‬/ "\ 0‫ع‬//0:X (h,، *‫ص‬h‫عא‬//*
C/"OCً‫א‬X([‫ن‬/ "\8‫א‬0C/(WO*X(h‫ نא‬، [‫ع‬//0
K r kZh‫א‬56%‫<"د‬6‫א‬/%l8‫ نא‬d‫ذ‬،f [
‫ب( اﻟﻤﻮﺛﻮﻗﻴﺔ‬
QC-.C.C,m‫نذא‬/ ‫و‬K‫م‬CX0l;,%‫א‬MO‫ وא‬.\/e/(WO*0
f"0!/ ;I‫א‬z 0"OC‫ و‬kZ[ ‫ع‬//‫جא‬0"OC-‫ص‬/#h‫@א‬Y‫و‬
M.X40‫و‬20V*‫ع‬//‫א‬Cg" ‫ نא‬.\/e/‫وא‬، ‫א‬kZ[
0‫ذא‬.#>?‫א‬%‫א‬MO‫ وא‬.\/e/* ‫א‬L‫و‬b‫و‬،@*L[#0‫ودون‬
،{9‫لא‬/\‫و‬،‫"ق‬#‫وא‬،.\n['‫א‬20'‫א‬W.‫=א‬S#h‫" @* |א‬m ,‫א‬/
Kd‫_*@ذ‬0‫و‬،Z#‫وא‬،‫وא م‬،-0W‫وא‬،‫وא "ل‬
–w ‫ق*@وא‬/e/0‫ و‬0 @2 X(h‫نא א‬7,،-‫وא‬/%‫و‬

*R kX(kZ[BKLm‫!א‬.W‫!א‬W‫ن‬/ "\ًnj,،-.L–ً3
L[-k!.W‫א‬c‫_ א‬:B4‫;א?>=א א‬.‫ج‬, 00m‫!א‬.W‫ =א‬0
% O.T H‫א‬m0/ *‫{*@و‬j2"\=>?‫אא‬6%- W0‫ن‬/ 0"OC
‫ن‬/ "\ً3 ،#0BKL@2 /%.W*B(W@ "H‫א‬m‫!א‬.W‫لא‬/K
P/T‫عא‬//‫א‬:5‫ز‬/ kZh‫ نא‬،@.\/e/0‫@و‬20 ‫@و‬%‫א‬MO*ً,‫ و‬0=>?‫א‬
،5" 2<6‫س*?א‬O‫א‬: ey ‫ ن‬G.TW G(T*=>?‫אא‬6%،@.,g"‫א‬
١٠٥ E‫א وא‬F‫ول‬#‫א‬$‫א‬
,‫ و‬0X4=>?‫אא‬6%kZ[‫ ون‬،kZ[ ‫ج‬p‫ و‬T‫عא‬//‫ذאنא‬

K‫ع‬//‫אא‬6%‫ل‬.Kl8‫א‬f"
‫ﺟـ( اﻟﺨﺼﺎﺋﺺ اﻟﺸﺨﺼﻴﺔ اﻷﺧﺮى‬
‫وא‬m/#‫ن‬.K ‫א‬:.# ‫א‬m‫"!א‬8‫א‬.% QCg/(‫א‬s‫د‬
@ ^2QC‫و‬،l8‫א‬QCXeV‫א‬:kX(‫א‬k!"8‫א‬
،@.\‫"א‬#0f"0‫و‬
.I‫א‬J'*.O4C/O0*g" ‫و‬C ‫\و‬nT*g" <6‫?>=א‬,
. "(‫א‬mOW‫سوא‬OI‫(قوא‬T‫א‬m‫ذא‬-*‫א‬6I‫א‬.8./‫א? وא‬B.‫وא}א‬
d‫ذ‬0.\‫"א‬#0 jV@. Ôr،XeV‫א‬:Z k!"\@ "‫ن‬/-f ['‫א‬
;(. : *@RW ‫ و‬،g"‫א‬cOe ‫@א}دد‬.C‫< ("و‬6‫א‬clT(‫א א‬
@S‫!א‬CZ <6‫نא א‬W‫ل!وس‬/8 ،. "(‫א‬mOW‫א>"אمא‬: 8J‫وא‬
،3J>O0 .CY‫א‬20‫وذو‬،cX4=>_@2 ‫ س‬QC@. Ôr\nT*
،w ‫د< א‬y "\;2 d‫ذ‬، /‫א‬Y ;(‫وא‬, [M‫א‬:(‫א‬0!6@O‫و‬
Kً 3 ‫א‬R;,QC ey "\;2 ،.\‫"א‬#0‫^; א?>=دون‬r,
KERoss,1986,p.62-63F
EnergeticT?O‫א‬..0O "‫א‬.#>?‫א‬BKL ‫ نא‬g/(‫א‬s(e "8
R "8‫وא‬wCO‫א‬m/#‫א‬BKLLethargic‫ل‬/W‫א א‬0l8ًCO\ j
j "9‫ א‬Y:ً‫א‬X(ً‫دو!א‬%J‫ ن‬-ً3 -m‫א"!א‬s‫و و‬،‫א‬
"9‫ نא‬m‫א"!א‬s‫ و‬،l8‫א‬QCً‫א‬XeV j l*‫و‬،ً\‫ و_ א‬0
‫ونن‬،%J‫א א‬GO# Bu‫و‬،l8‫א‬%‫ذ‬:c8* j l%J‫א‬
KERoss,1986,p. 59FK;.,@WJ2R8r Bv.,;28 G.TW
‫א ذجא א א‬ ١٠٦
‫ﻗﻮة ﺗﺄﺛﻴﺮ اﻟﻤﺼﺪاﻗﻴﺔ ﻋﻠﻰ اﻟﻌﻤﻠﻴﺔ اﻹﻗﻨﺎﻋﻴﺔ‬

@2 ^Kn0Bu@2 ‫א‬:.\‫"א‬#f/#8‫א‬.%'‫א‬0R4 ‫א‬QC
‫ن‬.K lJ,،l8‫א‬f"ً‫א‬X(ً.CO\ً‫א‬XeV . ‫א א‬.\‫"א‬#0 ًS‫دא‬w.
"8‫و‬،z"F‫{א‬.8‫א و‬pvOR;00C.2"‫א א‬.\‫"א‬#0‫" ن‬qf [
:ً‫א‬XeV j ‫ن‬/ J. 3‫א‬.\‫"א‬#‫א‬BKL ‫ نא‬g/(‫א‬0Xj‫א‬s(e
A ‫א‬/8(W‫א‬l8‫א‬c‫!א‬G0{J ;Y/‫نא א‬/mK
(WO*3J>O‫א?!א‬m‫ذא‬mC//‫א‬:L[،proattitudinal message
،
‫א‬Cm0/ ‫* |א‬R "8 R 0"OC‫ و‬،low-involvementl8
ً! 0l8‫نא‬/ 0"OCً‫א‬XeV j . ‫א‬.\‫"א‬#‫ذوא‬
‫" نא‬qO.*
C‫ن‬nCE‫א‬R 0"OC‫ و‬،Acounter- a ttitudinal messageً8(W0 ‫نא‬/3
low- 3J>O0l8‫?!א‬0‫ن‬/ 0"OC‫ و‬، ‫=א \(*א‬S#[
lC 0*XeV‫א‬:‫ ق‬J‫א‬8 ‫و‬، ‫عא‬//(WO*involvement
‫و@א‬O <6‫عא‬//!/;I‫אא‬6%!?0‫دאد‬M 0"OC;.2"0‫و‬.\‫"א‬#‫א‬
KEO'Keefe,1990,p.144F8(W‫@א‬S‫ @و!א‬CO8?*
Attractiveness ‫ اﻟﺠﺎذﺑﻴﺔ‬:ً‫ﺛﺎﻧﻴﺎ‬
! ‫"א‬80‫"د‬w. 8;. Ô‫ א‬bm‫א‬X0k"CdO%.*‫ذ‬I‫!א‬. 0:
،Similarity@*?‫"א‬qm‫א‬X‫א‬56%0Kl8‫א "!;א‬.*‫ذ‬Y
"WI‫א‬.*‫ذ‬v‫ א‬,E*،Liking..9‫وא‬،FamiliarityJ'‫وא‬
. (Tan,1985,p.116) KPhysical Attractiveness
Wm‫א‬X‫א‬56FًnًJL‫"مو‬82l .,
١٠٧ E‫א وא‬F‫ول‬#‫א‬$‫א‬
Similarity‫أ( اﻟﺘﺸﺎﺑﻪ‬
.# ‫د!א‬#‫"א‬qO2KKKO2/;*? 6‫سא‬OP6vO2?k‫د‬CO2 ‫ ن‬6
OCxH‫د!א‬#‫א‬0;* eV2‫ ن‬:.K‫ א‬j ‫و‬،*‫א‬6YO;(? H‫א‬
@*?‫א‬%"K W@*?0CdO%‫ن‬7,،G\‫א‬/‫א‬:‫و‬KETan,1985,p.116F
s(e .j(‫( |א'دא‬,،lY// " '‫ < وא‬J‫وא[ א?*@א‬،:‫ א‬4/b"‫א‬
Z ً‫א‬XeV G\/2.K،.,‫ א‬4/b"‫א‬lK‫א‬/O‫א‬0l8‫א‬G0 @*?‫א‬.%
"\،l8‫א‬JT‫א‬QC ‫א‬JT‫ وא‬،P?‫א‬l8‫א‬QCP?‫ א‬r
‫א‬Y ‫א‬XeV 0 j ،.8‫א‬k ‫א‬QC ‫א‬k ‫א‬XeV ‫ن‬/ ‫ ن‬G\/2
‫ص‬h‫א‬XeV‫אא‬6%‫ ن‬Kn2‫ ن‬Bu‫و‬،‫א‬6%‫و‬،-.Lw ‫وא‬.8‫א‬k
\ :‫ א‬4/b"‫ نא?*@א‬،k!/#‫א‬56;*ًS‫ دא‬:‫ א‬4/b"‫*?*@א‬
KETan,1985,p.116; Ross,1986,p.57FKlY// " '‫ وא‬%6‫א?*@א‬XeV 05XeV :
Liking‫ب( اﻹﻋﺠﺎب‬
l8 ‫א‬QCً‫א‬XeV j EP/(‫א‬FR.9‫لنא א‬/8‫א‬G.TW20Ck!/#*
.(T*-dO%KEEagly & Chaikin,O'Keefe,1990FP/(‫א‬X4 ‫א‬0
‫ن‬،XeV‫א‬:fZ‫א‬k!"8‫א‬P/(‫א‬X4 ‫;א‬.,jbm‫א‬cOj‫* |א‬-‫ل‬9‫א‬
l8‫?!א‬0‫ض‬J O. 0‫*? وط‬g"P/(‫א א‬XeV .C
R% .\‫"א‬#‫ نא‬،ً3 ،g/(‫* |א‬s‫و\" و‬KLow Receiver Involvement
‫ن‬7,‫ع‬//*L‫نذא‬/ 0"OCl8‫ نא‬g/(‫א‬s2* ،PvCE‫א‬0Xj*
KEO'Keefe,1990,p.146FKًJ. ‫ن‬/ ..9‫א‬XeV
Physical Attractiveness‫ﺟـ( اﻟﺠﺎذﺑﻴﺔ اﻟﺠﺴﺪﻳﺔ‬
"q.K،k 0‫א[ 'ول‬f 20"OCL[ً‫"א‬Yً;00 ‫אא‬6%‫("و‬
0c._'‫א‬C.‫א'و‬O C(T2‫?א‬2O2،@.CR%<6‫*?א‬2 eV "\OWJ2
‫א ذجא א א‬ ١٠٨
QC #8 lC(T2‫א‬.?‫אא‬6%‫ن‬،;.C‫ن‬/ H‫ ;א‬.%‫و‬F_ ‫ل‬n[

‫ل‬n[0R;OC.‫א'و‬O C(T2‫نא‬¢/2r‫ אدذ‬,'‫א‬QK? *،k"0I‫א‬c._'‫א‬
*‫و‬.*‫ذ‬I‫א‬56%** 20ًS‫دא‬O2 KR;j "K.J.‫و‬R;W(8 £‫و‬R; .%
‫ ن‬g/(‫א‬0Xj‫א‬s(e "8‫و‬،‫ د‬J‫אא‬6%;.CH‫א‬.CY‫א‬2‫א‬
wOI‫نא‬/ 0"OCL[،l8ًCO\‫אًو‬XeV j R%.*‫ذ‬Y j'‫א'_>صא‬
?*R; ¤ j k ‫@א‬.C<6‫"<א‬WI‫*?א‬Y ‫א‬R; "\ًnj,KًJ
K-.L-ً3 –w ‫وא‬،Y ‫@א‬.C<6‫א‬
،f ['k!3K0x "WI‫א‬.*‫ذ‬I*‫م‬%‫א‬Y!‫ند‬7,،G(T*‫و‬
,8e:Z ,، ?(‫א‬m,8j‫א‬zn[*x.*‫ذ‬Y j'‫א‬mJ#‫א‬.C/2‫ن‬
Kً._ً(.Cf [ ,8e:Z "\.*‫ذ‬Y0
( r,‫ن‬0M‫لوא‬.Y'‫א‬X*;.k Ô‫א‬.J.‫" و‬WI‫א‬mJ#‫א‬X
/%0/*QW 0‫و‬،0M‫א‬0k}," *d6‫ن‬/ "\‫א' م‬56%:ً*‫א‬6Y
K ?(‫א‬YM0'‫א‬:‫وא("ل‬zn[‫אא‬6%QC.‫د‬

?‫א‬QCXWJ‫א‬:2‫د‬C‫א‬B(W*Stereotype.TO‫!א‬/;f 20ً‫א‬Xj‫و‬
‫* |א"ول‬lJ,،@8.8Kj¥"\O. 0m‫@* (!א‬J#O,،=>?lY!h‫א‬
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‫אول‬
‫ اﻻﺗﺼﺎل اﻟﻮﺟﺎﻫﻲ‬: ً‫أوﻻ‬
‫ﻧﻈﺮة ﺗﺎرﻳﺨﻴﺔ‬
‫"ول‬،Lazarsfeld and Merton‫ون‬ ‫زز‬
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١١٧ ‫א‬
‫اﻻﺗﺼﺎل اﻟﻮﺟﺎﻫﻲ‬
‫اﻟﺴﻠﺒﻴﺎت‬ ‫اﻟﻤﻤﻴﺰات‬
، QRL ‫ אلא‬L.0<Y*-١ ‫ ل‬%Face to Face
<= ‫אلא‬I J$-١
()$Ku)Z[، s\']$‫ود‬3t‫و‬g/ KC‫א‬KLM7AJNO38 J5‫א‬7 8 H‫א )(א‬
38=‫و‬،$ hXE‫و‬3W%)،\L;7 8v ، QRL ‫א‬S،<= ‫ زאلא‬U-٢
3 E^\L;$‫د‬e.c %-ً1$Y-w7‫\و‬L; 0VWX L'YZ[،#. 5‫א‬-.E‫ ^א ]'\א‬#%
K. ‫א‬-.0# ‫א‬8. 4 $ @ 0 $_ .J ‫ن`\א‬Yb$3‫א א‬2 4L ‫א‬
K73El QRL ‫אلא‬3 W$-٢ K‫*אل‬c! ‫אא‬G<
K‫א‬73E‫و‬5‫א‬xS-.$\'] ‫^ א‬35‫א‬$G` ‫א‬$7 e%<= ‫ زאلא‬U-٣
K ‫ א‬g$h*‫;ن‬Yi‫ א‬-5‫نא‬cf%Z[،K,
\MFySz‫א א =<א‬l-٣ *،Ve. ‫\א‬M‫م‬YVe. ‫ زא‬. #. 5‫אمא‬3 ‫א‬
1{‫ن‬YAqE QRL ‫و אلא‬Y‫ل‬3W$‫ن‬Y-‫א‬Gc<‫سو‬Y %î)‫ سو‬L‫و‬J %‫א‬
n J$‫ن‬YnB J$- [ . 7 8 H‫א‬ K<‫א‬$: ‫א‬We ‫دودא‬7AJ[K 7l J$
K8We $‫^ א و‬73E، QRL ‫א‬S،<= ‫ لא‬-٤
: ‫א‬Lo‫א‬0 '*‫و‬،#. 5‫א‬n ‫א‬g.Sl
Kً%q)E‫א‬. W ‫א‬l'r<7‫و‬3%

‫ وﺳﺎﺋﻞ اﻻﺗﺼﺎل اﻟﺠﻤﺎﻫﻴﺮﻳﺔ‬:ً‫ﺛﺎﻧﻴﺎ‬
‫א&*ل‬2*3‫ و‬01‫א‬,I‫א‬F09‫*قא‬za5‫*م‬h‫*لא‬Z,‫@א א‬G
*h‫ א‬s‫ق‬z[W*z8‫ [و‬sHo¡‫م‬01‫א‬2*3‫نو‬Nh ،ً*,,-*.‫א‬
dIB*8b f‫א‬F09‫א‬r‫و‬،F**D‫א‬- _H [ *R\‫א‬5 f f9‫א‬
q‫ وא‬+_‫ א‬GI‫*ذجא‬¢‫*ن‬8،Jt@‫وא‬،Gf9‫وא‬v*v‫ذجא‬¢
2*3‫و‬-ApIoR\‫[א‬rG‫א‬C@cB*8%*G‫א‬u*‫א‬5 GI ‫*س‬3p8F I‫א‬
KEHornik,1989,p.309F‫م‬01‫א‬
‫א ذجא א א‬ ١١٨
[-&sF‫א‬-Ap‫ و‬F‫א‬-Ap‫*ج‬I5g8[ s‫م‬01‫א‬2*3‫ن‬QN,

KEAtkin,1981,p.19FK,*hG‫ א‬8 3‫و‬N \‫ א‬,ZF‫א‬-Apn‫ א‬J5*hGN \‫א‬
‫*سن‬3H 2*s‫مא م‬01‫א‬2*3[rG‫نא‬،Hornik6N,*8
d‫و‬5-*ً,-*‫א\ و‬, f‫[و‬O&‫ `א‬a5 * F‫مذא‬01‫א‬2*3‫و‬
‫*ع‬Gs1‫ א‬5* ‫ و‬+‫م‬f‫ن‬d oIR*hGQ،F*,‫ [و א|و‬GS|‫א‬
KEHornik,1989. P.310FKP R‫وא‬F**D‫א‬- _‫و‬
- *fA` a5 ‫و‬iR\‫مא‬01‫א‬2*3‫א&*لو‬W* E+T
£ f
:*U5ً* f2*‫ن‬Q‫ن‬H *fc‫א‬C@*ً* *،h.‫א‬N O Ov
cJ*+h‫و‬، *IS‫وא|אضא‬O&‫א‬q‫א‬6 v*a، I‫א‬
‫(* ون‬,,@‫א‬6X‫وאنو‬k J،‫א&ص‬S‫و‬H ،‫ن‬,xz I‫א&*لא‬
*‫و‬، \‫وא‬F* \‫א‬G‫ن‬fIR,t@‫א‬h\*‫ن‬,xz I‫نא‬Q,[cQ+‫ن‬,xz I‫א‬
-cQ‫~א‬، ~‫و‬y‫אא‬+‫و‬0R Rv*a‫و‬،‫א‬+-c85‫ن‬,xz I‫نא‬
*(\‫א‬N ‫ن‬QI،[‫ د‬I\‫**א‬Qp+b.‫عא‬s‫و‬5_*\‫* [وא‬.‫ א‬oG‫א‬
‫ن‬,xz I‫نא‬6‫ذ‬3|‫وא‬، ¤ ,t@‫א‬ds‫אא‬O Ov-F**o‫א‬
F
*-c85 f fJ-F‫ א‬fIH , *(\‫* א‬R,
F‫ א‬fI[ *(\‫ א‬c8h.‫א‬N ‫ن‬QIW‫*ل‬c\‫ א‬3H ‫و‬،,I‫א‬F09‫א‬
5F0 OIR\‫א‬H s‫و‬Magic MedicinetOR‫א‬ o‫لא‬JXZ*a
F**D‫ א‬H *R,*8،*hS0H&I3‫*א‬h‫א|אض‬H W*f‫א‬
q
‫א‬F**D‫א‬g,‫ و‬O&‫א‬,*s‫א‬F*Z*( N ‫ل‬Jf f‫א\(* א‬
G Q(\‫א‬O 3 o* ،,*s‫א‬%‫ودא‬6 ¤‫ل‬f
KEGerbner,Morgan,and signorielli, 1982;Atkin,1985)K*hA‫ و‬J
١١٩ ‫א‬
*\R8*\‫א‬F*3*\‫א‬-cQ‫*قא‬GI‫א‬H k~*ً*2‫ندא‬,xz I‫*نא‬8

*]+‫*ض‬I‫א‬-cQ‫ א‬U*G+،+*‫ א‬01‫ א‬I‫א‬F0T *o
*a‫م‬01‫א‬2*3‫و‬5k,*‫و‬،*‫א‬,I‫א‬F09‫ א‬
KEWallack,1989,p.364FK,*DF*0‫و‬F0R R‫و‬
C*I‫@وא‬9‫لא‬J2*3‫ م‬f O&‫א‬F09‫*א‬G +،WallackP‫وא‬N,
F*01‫ نא‬،V(\‫وא‬8p\‫א‬5‫ אل‬I‫وא‬،[* 9‫א‬V 35zG‫א‬:*e8‫و‬
F09‫?א‬KKN 9‫وא‬QR‫ א‬,x\‫א‬F‫א‬W‫وא‬P0hI3‫א‬d ‫دوא‬x,xI+‫م‬f,*;I‫א‬
N 9‫א‬zf‫*د[א‬,‫لوز‬OQ‫وא‬G.‫وא‬F‫ ' א‬s§f KK‫*س‬G‫א‬k^ O&‫א‬
S‫ذ‬¢F* &'o3‫א‬+,*DF*0+Z*©x2*3‫א‬C@z،x‫*م‬o‫ א‬+
KEWallack,1989,p.364F?Q :yf3*G+‫@א‬S
F‫وא*دא‬F*0ª‫ض‬I‫]א‬+s06*G‫ن‬C0 ‫وز‬Q S‫ و‬f‫و‬
* S‫ذאً; *و‬KEAtkin,Nuendrof and McDermott, 1989FX R‫ א‬O&‫א‬
‫م‬01‫א‬2*3 ،;G s O&‫ א‬01‫א‬,I‫א‬F09‫א‬- cQ‫نא‬
Kx*8‫ذج‬¢*g*8*h ( V*3 J‫و@א‬،*GI-2*3‫ م‬f
‫أﺷﻜﺎل اﻟﻔﻨﻮن اﻹذاﻋﻴﺔ اﻟﺘﻠﻔﺰﻳﻮﻧﻴﺔ‬
‫א‬g‫عא|ولא‬G‫א‬H ` o,، ,xz I‫ذא وא‬1‫אא‬g‫*نא‬6*G
،*Q‫א‬-G‫א‬F‫ذא‬a‫عא‬G‫א‬H ` o,*G +،*Q‫א‬G‫א‬F‫א א وذא‬
F‫@وא‬+‫א‬g‫א‬C@HR‫و‬، ‫א א‬-‫*ل‬Q|‫א وא‬f‫א‬d ecq‫א‬%‫و‬
W*GA *D‫ وא‬2*f I‫א‬H *v*GE+‫*د‬I*Q‫א‬-G‫א‬
KE٨٣‫ص‬،١٩٨٧،« F*g‫א‬
‫' م‬IR,* ‫و‬،-8:*;G+ 01‫א‬F09‫א‬5]G‫א‬08‫' م‬IR¡,
q‫ א א א‬,xz I‫א‬F0R R\‫א‬Bs*G +،Spots * ‫אא‬g‫ذאא‬1‫א‬5
‫א ذجא א א‬ ١٢٠
-c85ً‫א‬-8ً*J*U]‫ع‬v*‫ א‬01‫א‬2*3‫*ًא‬+^
‫א‬g‫א|אعא‬C@:% ,* ، G‫ وא‬+G.‫*א‬Q,‫دول‬v*a،‫א ول‬
K ,xz I‫ذא وא‬1‫א‬
5*h‫' א‬I3‫*نא‬Q1*+q‫* א‬Q‫א‬-‫&ص‬G‫א‬F‫אذא‬g‫*لא‬Q‫*ذج‬¢
W 01‫א‬F09‫א‬
Speech ‫ ﻗﺎﻟﺐ اﻟﺤﺪﻳﺚ‬-١
*Q*g‫*جא‬I~k Jz Q*h s‫אو‬g‫א‬h3‫ع‬G‫ @אא‬,
@zG,-_v,‫د‬I3§f ‫*ج‬I~+،‫ *ج‬Q\‫*جوא‬I\‫وא‬Q, *+v*a
o6‫ذ‬،‫ن‬,xz I‫א‬5G‫ذא‬1‫א‬5ً*J*Uc8k, 9‫ذجא‬¢‫ن‬Q,‫و‬،‫א‬
*G +G T5‫א‬g‫عא‬G‫' אم@אא‬I3‫ א‬G‫@א‬،*hG +‫ق‬z‫א‬
N *hI s‫*\عو& א‬+*hga *1*+-‫* ز‬I[‫© د‬F* &'* Ia‫א‬
oI,‫و @א‬،h.‫*مא‬I‫א‬V@S‫`و‬,(I‫א‬H *h f+- hIR\‫א‬h.‫א‬
`zI,‫ن‬n OI\‫*א‬I‫ ن‬+ 9‫ א‬H ،n OI\‫'& א‬5G F*zv
*+d`zI,*6‫وذ‬،c, J5*N &I,‫ ن‬lq‫א‬h\‫*طא‬fG‫א‬H
‫ل‬s5 *Q‫א‬,9‫א‬n OI\‫א‬W*o‫|ن‬،ً‫ א‬ShofG‫א‬C@‫و‬،*h ‫ و א‬9‫א‬
‫ م‬l،ً*,K*hf f^‫ א\אد‬9‫*ق אא‬oc, ‫ ج‬s ,,*
K \‫א‬n ~HIJ6‫ وذ‬01‫א‬,I‫א‬F09‫א‬5‫א‬g‫א‬C@*c81‫א‬
Interview Format ‫ ﻧﻤﻮذج اﻟﻤﻘﺎﺑﻠﺔ‬-٢
، ‫*وא‬g‫ مא‬f]+‫ و‬,t@‫אא‬9‫א‬H ‫א‬g‫عא‬G‫ @אא‬I,
W*o +‫و‬،‫ "م‬f®\‫ٍא وא‬8* Ia‫ א‬9*+2*f‫א‬H l*G‫و‬
،G*hf f^S\‫*وא| אא‬g‫* א‬+v*‫ א‬v*zI‫א‬8‫ م‬f\‫א‬
‫‪١٢١‬‬ ‫א ‬
‫و‪*Q1*+‬ن‪, f‬א|‪ X3‬א\‪3*G‬א‪H q‬א ن‪*a l*8،*h l‬‬

‫א ‪ *+‬א‪*g‬و* א\ *‪F‬א\‪H ،ً* ,KG+ o‬א‪2*f‬‬
‫‪ 9*+‬א‪* Ia‬א\‪ f‬موא א\‪3،]3*G‬א‪*8W‬نذ‪k J6‬א‪[ f‬א&* ‪،‬‬
‫م‪k J‬א‪hz‬א\‪\*+` I‬ع‪ ،‬م‪k J‬א\& א‪ s‬وא‪*.‬ذ‪، +‬و‪@ ,‬א‬
‫א‪G‬عא‪g‬א ‪،f+*3‬و‪ً*f,(c8‬؛‪5v*a‬א‪,xz I‬ن‪Hf*8،‬‬
‫א‪ K[-8-z QI‬‬
‫‪Actuality‬‬ ‫‪ -٣‬ﻧﻤﻮذج اﻟﻮاﻗﻌﻴﺔ‬
‫‪@ I‬אא‪G‬عא‪g‬אא\‪85 +*f‬نא|‪ X3‬א\‪،@^ f‬‬
‫‪dR0‬و‪N‬א و‪*l‬و‪i3H V‬אل‪o‬و‪*8،:‬ن@אא‪5*g‬‬
‫א*د[‪5I,‬دא‪a‬א‪I3‬د‪5*8,‬א\‪، +*f‬و‪5I,GQ‬א\‪*Q‬نא@‪I,t‬‬
‫א‪@،Gk, 9‬א ‪H‬א‪ 9*+2*f‬ن‪,‬א‪,* %‬א‪*+5%‬א\‪ KF0+*f‬‬
‫‪ -٤‬ﺑﺮاﻣﺞ اﻟﻨﺪوات وﻣﺠﻤﻮﻋﺎت اﻟﻤﻨﺎﻗﺸﺔ ‪ Symposium & Panel discussion‬‬
‫‪QI,‬ن‪*+‬א‪ G‬و['‪, ,‬א‪9‬א‪،‬و'&]و‪c8‬א ‬
‫א@‪ f,,‬ن‪m‬א‪JW‬ل‪KG s‬و‪5‬א*د[‪I, ،‬א‪ 'I3‬אم@אא‪G‬ع‬
‫א‪g‬א‪5v*a‬א\*‪F‬א‪ .‬א‪QIq‬نزא‪m[ *W‬א‪C@(s*G\z I°W‬‬
‫אא‪،W‬و* ‪v‬ل‪،*J]t‬وא‪d oIR*Gf f9‬א‪ 'I3‬אم@א‬
‫א‪G‬عא‪9‬אא‪85F‬ع‪k J% S‬نذ‪ H -*ً,- I,6‬‬
‫א‪h.‬א\‪E ، hIR‬א‪v*a-- *.‬א\‪ I‬وذא‪F‬א‪*I‬م‪ \*+‬ع‪-‬‬
‫‪ l‬ن‪ f‬م*אא‪*©d*h 8W‬و‪+‬אزא‪t‬א@‪C ,it‬א‪، 9‬وذ‪o+6‬ق‬
‫‪*hG¡,،[-8 &'* Ia*8،[*-‬א\‪[ f‬א‪fI، *Gs1‬م‪* *+‬ع‬
‫א ذجא א א‬ ١٢٢
Group discussions،(s*G\‫א‬F**gRG*+، 9‫א‬C ,it@‫א‬t‫א‬

K* Q(v*‫*ذجא‬G‫عא‬%h
Lessons ‫ ﻧﻤﻮذج اﻟﺪروس واﻟﻤﺤﺎﺿﺮات‬-٥
I8،z I°F*5v*aً*3‫دو‬%o,،[‫א*د‬g‫عא‬G‫@אא‬
5Ho¡q‫א‬F‫*א‬±‫א‬6 (‫א‬g‫א‬C@‫و‬،6‫ذ‬+**‫و‬KK%ho‫وא‬F*_ ‫א‬
W%(+‫*ص‬a‫ع‬:‫ ~*ول‬J‫'وא‬H I%h ،F* Q‫א\ אسوא‬
C‫*د‬I6‫א ؛وذ‬g‫א‬C@, f5 |‫نא‬,xz I ‫ن‬6K &zI‫א‬
KF&‫* א‬1*+،[&‫א‬H
5v*a، 01‫ א‬I‫א‬F0T5‫א‬g‫عא‬G‫' אم@אא‬I3‫*نא‬Q1*+
Q، ‫א‬F* \‫א‬, f‫ و‬I‫وא‬:(‫א‬-c8‫*ج‬I^q‫א‬F*\‫א‬
h.‫א‬d*zI‫عא‬H tI^‫ون‬،[-&s‫א‬g‫א‬C@[ ‫ن‬Q‫ ن‬l
S‫א‬,@_‫*ًوذא‬s(*g‫&א‬,6
@+‫و‬،I X3H +*S1‫א‬HGRI,HIJ
K,
‫ م‬f\‫ *א‬Ia‫ א‬9*+2*f‫א‬H l‫@א‬،"" f¡H *g‫@אא‬:*U I,
، \‫ א‬v‫و‬:(‫א‬H ً‫*دא‬s‫ن‬Q,‫ ن‬l*8،‫*\ع‬+ً**ً**\ \‫א‬
*g‫ ن~ د אא‬9‫א‬H 2*f‫א‬H l*8،Gf‫و‬+‫@א‬Sf,o+
[x hS|‫א‬- d، hIR\‫א‬h.‫א‬،*hI z 8‫&**و‬,V o\‫א‬F* \‫وא‬
K*g*+v*‫א‬2*3‫وא‬
Questions & Answers ‫ ﻧﻤﻮذج اﻷﺳﺌﻠﺔ واﻷﺟﻮﺑﺔ‬-٦
‫لع‬Jh.‫*א‬hJo,q‫ א‬X3|‫א‬H ‫א‬g‫عא‬G‫ @אא‬I,
Q(,‫و‬،‫*\ع‬+s0‫א‬t‫*'و ['*صذو‬h l‫و‬،]
، 9‫لعא‬J-*.‫א‬W‫א‬mH ‫&ل‬O ً‫ א‬Sً*+ 3‫א‬g‫عא‬G‫@אא‬
١٢٣ ‫א‬
Kً*, 9‫عא‬-3 z 8‫و‬،I.* z 85hrG+‫و‬،+hI N ‫و‬

‫ول‬iR\‫*א‬8،Z*‫א‬H L*z9‫*وא‬g‫א‬5QOI‫ א‬9*+2*f‫א‬H ‫و‬
*8J‫و‬o\‫ א‬X3|‫א‬H +*S1‫א‬5 2*f ‫ [* و‬sF‫ذوא‬F* &'* Ia‫א‬
K 9‫عא‬v*‫وא‬
- d*g‫` א‬R hIR\‫א‬h.‫א‬N ‫ن‬Q,‫ ن‬l*8
:o X3|‫א‬B*8‫ن‬GQ|‫א‬x hD‫ و‬X3|‫*لא‬fI3 *Q‫ א‬Gz‫א‬F‫ א‬f‫א‬
K%&'(‫א‬9‫`א‬,Z
Quiz ‫ ﻧﻤﻮذج اﻟﻤﺴﺎﺑﻘﺔ‬-٧
‫م‬،* *fAB*8W‫א‬3F*R *G\‫אא‬+‫אع‬8‫ع‬G‫(@אא‬,
‫ م‬f-[‫*د‬-‫א‬g‫א‬C@‫ن‬QI‫و‬،‫*د_*ز‬h‫م‬،‫'&&ع© د‬I
G.‫و‬،amً* &'‫ن‬Q,*‫و‬،‫ م‬f\‫نא‬Q, sQ©‫و‬، X3|‫א‬S,
o‫א‬،GI‫[و‬-c8 X3|‫وא‬،ً‫א‬-8]R *GI\‫ن دא‬Q,* Gv*a،]Q©
[ ‫و‬،,‫] د‬+R *G\‫نא‬Q s‫و‬،‫ن‬R *GI\‫אא‬g‫عא‬G‫@אא‬5k*c‫א‬
F09‫א‬g‫عא‬G‫ אً@אא‬S zً*Z،‫و [ ق‬،]f, ]+‫و‬،‫ אد‬
[‫א*د‬5
‫و‬،]f+*RI\‫*א‬Ia‫ وא‬X3|‫א‬:ZH I,6‫ ذ‬01‫ א‬I‫א‬
2*f‫א‬H ‫@א‬،*ً+©‫ م‬f\‫*نא‬8‫ذא‬v*a،h.‫א‬+*I‫א‬g‫@אא‬Hf
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‫و‪ *1*+،Rehearsed V I ً* *8ً*Is‬א‪5[ f‬א‪s QOI‬ن‪@,‬אع‪ K‬‬
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‫‪،dsI‬و‪Q, s‬ن‪ J| o_6*G‬א‪v*an‬و ‪%*,n Jc،s‬‬
‫نא‪z‬ق‪p+‬نא‪; IG‬א‪-n O 2*hG‬و ‪fI,k J،‬א‪*3n 9‬‬
‫‪ K&J‬‬
‫‪WDocumentary‬א‪ z‬א‪ +-Rz?% ;RI‬א‪%‬‬ ‫‪Films‬‬ ‫ﺟ ــ( اﻷﻓ ـﻼم اﻟﺘﺴــﺠﻴﻠﻴﺔ‬
‫ ‪f fO‬وאא‪ f,*G*g* ?ds‬م‪،EMiller,1980,P. 214F * a f fJ&s‬‬
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‫‪5‬א‪GR‬א‪F‬א|‪BOv[-a‬א| ‪0‬مא‪،Semi-Documentary ;RI‬ذא‪F‬‬
‫ وא‪xk J،O‬ج@‪C‬א| ‪0‬م‪]+‬אא‪ds‬وא *ل‪،‬و‪ f،Na[*+‬م‬
‫אא‪ +ds‬ن‪v5µ‬دא ‪ K * a‬‬
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‫‪f,*G +،J‬مא‪ z‬א‪W*o+% ;RI‬א‪t‬وא‪ Ì‬وא‪n OI‬א ‪F* z‬‬
‫א\‪،R‬وא‪fIR dsI‬و**‪+‬ذ‪K6‬و‪P*G‬א‪-cQ‬אعא| ‪0‬مא‪، ;RI‬‬
‫א ذجא א א‬ ١٢٦
2* ‫وא‬,*a1‫ وא‬, I‫ وא‬I‫ وא‬o‫* وא وא‬fc‫* وא‬I‫א‬P*Gh
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Discussion Formats ‫ ﻧﻤﺎذج اﻟﻤﻨﺎﻗﺸﺔ واﻟﺒﺮاﻣﺞ اﻟﺤﻮارﻳﺔ‬-١١
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W% ,*(s*G\‫אא‬+RfG
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‫عوאع‬G‫]@אא‬+t.‫قא‬z‫ א‬:Group Discussions ‫ﺟـ( ﺟﻤﺎﻋﺎت اﻟﻤﻨﺎﻗﺸـﺔ‬
‫א‬s‫ل‬v‫وא‬، Q(\‫א‬J h,‫ع‬G‫ن@אא‬5Q,Na|‫א‬F*(s*G\‫א‬
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Spot & Public Services Announcements ‫ ﻧﻤﻮذج اﻟﺒﻼغ أو اﻟﺒﻴﺎن‬-١٢
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‫ دول‬,ZF‫א‬GR‫و‬F I‫*א‬G +،%8*9‫*صوא‬f‫*א‬،Cultivation theory
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»‫א\א‬H *hr5 Iq‫ א‬I‫אא‬g‫א‬6‫ذ‬5 'IR، SI‫وא‬
*hQ،%f I\‫*א‬h V@;G,، ¹‫ن‬Q*-*ً*-q‫وא‬،[*\‫ א‬o‫وא‬
C@‫و‬،89‫وא& [وא‬F&‫א‬H Iq‫ א‬,xz I‫ א‬3‫ א‬Z*
F0R R\‫موא‬0 |‫א‬56‫ ذ‬U*8، ‫א&א א‬5:+H ;IF‫ א‬f‫א‬
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‫دول‬d e5‫ن‬,xz I‫^´لא‬،v*‫ א‬2*z‫א‬F‫א‬Gf‫א‬hL‫א\*و‬%,xz I‫א‬
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KtGI‫א‬d+*o‫א‬F‫' אمא א*ذא‬I3*+v*‫ א‬,xz I‫א‬+;I‫א‬
Pro-tGI‫א‬d+*o‫א‬F‫ذא‬ ‫אא א‬g‫[א‬Q +G.‫*א‬Q,5F +
F‫ذא‬-[‫*د‬-%‫و‬Soap Opera ,xz I‫א‬F0R R\‫א‬5v*a،development
G‫א‬C@‫وول‬،*hI&s%hIG‫ن‬sF‫א‬G3[ IR s،[-c8F*f J
A،‫م‬١٩٦٩G3Bc+q‫وא‬-‫א‬5،Simplemente MariaW R RF0R R\‫א‬
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F
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F*\*+Ihq‫א‬F0R R\‫א‬6‫ذ‬-‫و‬،Ven conmigo‫و‬Acompanome

[* 9‫وא‬O&*+,*G‫وא‬،RG‫ א‬rG |‫©א‬H k9‫אًא‬W +،,GI‫א‬
C@H -ApI‫א‬5‫و‬+*I\‫א‬5ً* rً*J*;BsF0R R\‫א‬C @K *IS‫א‬
rGx8‫وא‬، I‫א‬H ‫*ل‬s1‫لא‬0a6‫»ذ‬J*8،ً* 8 3-*.‫א‬
KESinghal and Rogers,1989,pp.5-6F[3|‫א‬
5&J*8*hf o5‫א ول‬E+F +،F0R R\‫א‬C@:*;G‫ @אא‬+
‫م‬١٩٨٤G3ً‫א‬h( *¾FI3‫א‬q‫א‬Hum Log R R\‫א‬k J G‫א‬
*IS‫*א‬,*s‫ل‬J‫ و‬R R\‫א‬C@‫و‬KESinghal and Rogers,1989,p.331F
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K(Singhal and Rogers,1989,p.331F *A]R¿‫;*وز‬I[ 5 I‫א‬
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‫א ذجא א א‬ ١٣٢
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Socio-cultural Factors ‫ اﻟﻌﻮاﻣﻞ اﻟﺜﻘﺎﻓﻴﺔ واﻻﺟﺘﻤﺎﻋﻴﺔ‬-٢
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KEpp.10-14
‫أﺷﻜﺎل اﻟﻔﻨﻮن اﻟﻜﺘﺎﺑﻴﺔ اﻟﺼﺤﻔﻴﺔ‬
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‫‪ -٤‬اﻟﻤﻘﺎل اﻟﺼﺤﻔﻲ وﻓﻦ اﻷﻋﻤﺪة واﻟﺰواﻳﺎ ‬
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‫ﻣﻮﻗﻊ إﻟﻜﺘﺮوﻧﻲ ﺧﺎص‬ •
C@ , ‫א‬t~،I ً*v*aً*sÄ(G,‫ ن‬9‫א‬H 2*f‫א‬d oIR,

*h *z z 8‫ و‬hIR\‫א‬-*.‫א‬W‫א‬mH I‫א‬5vz‫ א‬Iq‫א‬2*3‫א‬
9‫א‬H 2*f‫مא‬f,، I'\‫*א‬h ‫ | א‬9‫ `א‬f^5*hI8*(‫و‬، 9‫א‬d
‫‪١٣٧‬‬ ‫א ‬
‫‪ OI+‬א\‪2*3d eds‬א‪5 9‬א‪2*3‬א|‪Na‬ذאو ‪,xz‬نو‪ *Ov‬‬

‫‪QI,HIJ‬א\‪2*3 ds z&I‬א‪K *8 9‬‬
‫اﻟﺒﺮﻳﺪ اﻹﻟﻜﺘﺮوﻧﻲ‬ ‫•‬
‫‪Qb‬א‪ 'I3‬אمא‪ ,g‬א‪yQ1‬و‪5%‬א‪Z[ g 9‬ق‪*h،‬א‪v‬ل‪F*Xz‬‬

‫‪yQ1‬و ‪،‬ذ‪ Qb‬אد‪ ©2*3‬د[‬
‫‪gG ,-*e‬א‪f‬א‪2‬א‪, ,g‬א ‬
‫ ‪v‬ل@‪C‬א‪-*.‬א\‪v*a، hIR‬א ®‪،V*ÍQ‬و‪*S‬لא|*ل‪،‬وא\‪،]zfc‬‬
‫وא‪F*h.‬א‪o(G‬ذא‪F‬א‪Ks0‬‬
‫اﻟﻤﻨﺘﺪﻳﺎت واﻟﻤﻮاﻗﻊ اﻹﺧﺒﺎرﻳﺔ‬ ‫•‬
‫‪Qb‬א‪* 1‬د[א\‪F*, IG‬وא\א‪ds‬א‪,*a1‬א\‪ I‬د[وא‪v‬لא‪F*Xz‬‬

‫א‪,-*.‬א\'‪z I‬وذ‪2*3(g6‬א‪K*0a 9‬‬
‫اﻟﻮﺳﺎﺋﻞ اﻻﺟﺘﻤﺎﻋﻴﺔ اﻟﻤﺨﺘﻠﻔﺔ‬ ‫•‬
‫‪5FhL‬א‪ f‬א|ولא‪f‬نא‪*9‬د‪t‬وא(‪,‬א ‪ ,‬א‪2*3‬‬

‫א‪Wc *IS‬א\ و*‪،F‬وא ‪،V‬و*‪، 3t‬و‪-a‬אًא‪P+ z‬وא‪y,I‬‬
‫وא @אن‪*f,*Ov‬ن‪-cQ*+‬א\‪*h‬موא|دوא‪v+،‬א‪+P+ z‬وא‪o+‬‬
‫א\'‪*sz I‬دאً ‪H‬ن‪Q,‬ن [و‪52*3‬و‪ 3‬وא‪BOHIJ[ J‬א‪-cQ‬‬
‫א‪F09‬א‪ 01‬א‪,I‬ذא‪F‬א\ ‪x‬א *‪F‬א‪ ±‬ود[‪G@ 'I‬و‪ 3‬وא‪` fOI[ J‬‬
‫ א ‪ I,h *h‬א‪ 'I3‬אموא‪ I§+‬د[وא‪2*3*+§+‬א‪ *IS‬א|‪KNa‬‬
‫اﻹﻋﻼﻧﺎت ﻓﻲ اﻟﻤﻮاﻗﻊ اﻟﻤﺨﺘﻠﻔﺔ‬ ‫•‬
‫‪B‬א\'‪GQb*8،z I‬‬
‫‪g,2*3( 9*+2*f Qb‬א‪ds‬א‪ y1‬‬
‫(‪dsF*0‬א‪ 9‬و‪*h* * E+‬א\‪ I‬د [‪C@g‬א\א‪،ds‬و‪ ,‬‬
‫‪2*3*+*f Q-B‬א|‪&,*8،Na‬‬
‫‪ y1‬‬
‫א‪01‬ن‪5‬א ‬
‫א\‪Q(+] hIR‬وא® ‪Qb*8،‬و ‪ Qbk‬א‪a‬‬
‫א ذجא א א‬ ١٣٨
01‫א‬2*3‫א‬5 ‫א‬I,*‫و@א‬nc\‫نא‬01‫א‬g‫א\و‬ds

K‫ن‬,xz I‫وא‬،‫ذא‬1‫وא‬،O&*8،Na|‫א‬,-*.‫א‬
UoIu*By1‫א‬u*‫و‬،*h‫' א‬I3‫א‬QbNa *3[ P*G
‫م‬01‫א‬HR ` Z®* |ً‫א‬r‫و‬K[ , S 3‫ אًوو‬, Sً*X ‫م‬,8
K‫ز‬0‫ א‬v*zI‫א‬df V*IQ‫@אא‬5ً0*8ً*+*+&i\‫ نא‬، , .‫א‬
‫آﺛﺎر وﺳﺎﺋﻞ اﻻﺗﺼﺎل اﻟﺠﻤﺎﻫﻴﺮي‬
2*IG8 *I‫*طא‬fG‫ '*نא‬,‫**؛‬Q‫*و‬h‫ א‬RJ،2*3‫*א‬Am‫ل‬J
W‫*م‬Q(+*h ‫ن‬8‫א‬Qb]cJ*‫*א‬
2*3‫א‬C*D0ً‫א‬- _‫אًو‬-Apc8‫*م‬Q(+ ,xz I‫ وא‬9‫א‬2*3‫ א‬-١
0Ia‫@אא‬V*3|‫ وא‬، o‫א‬2*3‫אًא‬-Apc8،*‫ و‬+،q‫ א‬R‫א‬
2*3‫א‬5‫ن‬Q,،&9‫*لא‬c\‫ א‬3H *hG،[-c8‫ [א‬2*-ApI‫א‬5
،ً0fc8%*I*+‫'& و‬c82*3‫&א‬I ،%f I\‫وא‬3\‫]א‬+*z´9‫א‬
،%&'(‫&*لא‬0t-*.‫א&*لא‬2*3‫و‬Vs‫ن‬,xz I‫»نא‬J0*8
8V ‫و‬F‫א‬x ¹k, 9‫ א‬G»J0G3*8W* |‫א‬E+5[ ssz,+
5 *o‫א‬2*3‫وא‬، R‫א‬2*3‫ [א‬sc8‫ن‬,xz I* ،‫@א‬K 3‫و‬
‫ ن‬c8*،3\‫א‬2*&aH ‫ون‬x8,h l‫و‬،‫*س‬G‫*א‬z
c8Q(+‫ن‬,xz I‫א‬5‫ز‬gI Q *G,‫ود‬I +‫*ذ‬S‫و‬3\‫ א‬s‫ & א‬،*hRz*3‫א‬
‫ن‬6‫ذ‬،Rz%&'(‫א&*لא‬HIJ،*+،Na|‫א‬2*3‫א‬-cQ+
t|QbQ(+ ‫زא|دوא(א‬g, l* GfI‫א‬2*&‫نא‬,xz I
K &‫ن‬Na *&‫ א‬3‫و‬
*o‫א\אدא‬hrR+*hh &,q‫א‬6 ‫و‬،[ f\‫א‬2*3‫א‬5 -٢
C@ o‫د‬,‫و@א‬،‫ذא‬1‫وא‬،‫ن‬,xz I‫א‬F**D‫א‬- _5[ sc8
١٣٩ ‫א‬
‫*ن‬8، ,,q‫א‬R*+ *o‫א‬2*3‫א‬f,‫ن‬%f I\‫*نא‬Q+k J،2*3‫א‬

‫ذא‬1‫א‬2*3‫ א‬U*G +،*3‫ א‬IR,HIJ[c8|[W‫א‬f‫**د[א‬Q+
‫*ن‬g,،*h‫*و*د‬hI3N 5%f I\‫@אא‬QOI,‫*ًو‬,3 ,xz I‫وא‬
* GF**D‫א‬- _5 ,xz I‫ذא وא‬1‫א‬2*3‫א‬H *o‫א‬2*3‫قא‬z
H [ sc8[-a|‫א‬2*3‫א‬C@‫ ;ن‬I‫ [؛‬f‫و‬v*3‫نא‬Q
*fً*z ‫ن‬Q,*3 %f I\‫א‬h ‫و ن‬،*3‫א‬h.‫א‬C*I‫א‬v
[ f-2*3‫نא‬Q* Ghr,،do*+،‫ق‬z‫و@אא‬K *o‫א‬2*3*+
KETan,1985,p. 173FKً‫א‬R,c8*hh ‫ن‬6‫ذ‬
‫ذא‬1‫א‬2*3‫[א‬8‫א@א‬5ÅW*f+‫אًو‬8@c8o\‫א‬2*3‫ א‬-٣
‫ً*؛|ن‬,،‫د‬, R‫و@אא‬،[ f*3‫نא‬Q* Gv*a، ,xz I‫وא‬
E∗F
KNa|‫א‬2*3 %f I\‫א‬S*I~*¹c8C*I‫وא‬x 8‫*ج‬I^ *o‫ א‬3‫א‬
‫ﺧﺼﺎﺋﺺ اﻻﺗﺼﺎل اﻟﺠﻤﺎﻫﻴﺮي‬
F* I8‫و‬F0‫* و‬Ovt-*.‫א&*لא‬2*&a‫ م‬fG3% ,*
‫و‬F‫א‬x 2*&‫א‬C@5‫ق‬oIG3‫و‬KBy‫نو‬,xz ‫وذאو‬F‫و(א‬
dG3، I‫א‬5 cQI‫&*وא‬Ia‫א‬S‫و‬،F* R‫א‬6@8‫و‬F* +*l1‫א‬
NR‫א‬h.‫א‬5‫و‬F‫א‬x \‫א‬GHG ‫א‬h.‫א‬58@،*h+‫*ص‬a‫ ول‬S5 3‫و‬8
KF* R‫א‬
‫א א‬xSF 9.‫و‬3W‫}אلא م‬lXu|u‫نא‬YV[AqE∗F

Q‫אل‬.‫و‬3W~8uY ;،Lh‫و)ذאو‬u $e.‫אل‬.‫و‬8,ySz‫א‬$\< H‫א‬
K‫م‬c!%<=‫وو‬

‫א ذجא א א‬ ١٤٠
‫ اﻟﺼﺤﻒ‬:ً‫أوﻻ‬
A‫א‬G<‫و‬Rz‫)(א‬4 ‫א‬-١ ،ً u\L;7 8v()4 ‫א‬-١
*\bc ‫א‬7 8v‫ن‬Y,‫)ذא‬،\L; ‫ًא‬7 8v‫ د‬#5‫א‬7 8 H‫ نא‬c$3S
KYKLQ‫و‬Y،Y7 8v <‫א‬$ ‫א‬ Kً .W
‫ول‬3 ‫א‬#%‫و‬c. 5‫א‬l4 ‫א‬n$‫زאل ز‬-٢ **$'r5‫وא‬R ‫و‬rJ5‫)(א‬4 ‫א‬-٢
K^7 %ًu3 %W ‫א‬ sG<W ‫و‬،08.3=\']‫ <\و‬H‫א‬
4e ‫א‬W%-.^‫د‬،L! ‫;א‬$-٣ $‫ د‬WJ ‫א‬lً[ /‫و‬b;Yً‫א‬Y3WC‫א‬
.*b;Y.J ‫*وא‬e ‫ א‬4e‫و‬/$ ‫א‬ n^\Sz‫ א א‬J ‫א‬l%W ‫ولא‬3 ‫א‬#%‫و‬
K^‫د‬H‫ א‬/ 5%#.W 5‫א‬ ,4 ‫ًو[ لא‬.E$‫ع<א‬J‫א‬
Xu7 E‫\^)ذא‬E^[e4 ‫[^א‬-٤ KW%‫א‬7B.8 e%8‫א‬73E*W%-.
Ve4 ‫) نא‬Z[،‫ل‬b5‫א‬L-..% / l‫ ض‬C‫א‬4 ‫א‬nB J-٣
‫ وزא م‬3E7# ‫א‬y3 ^\E^|e ‫وאم‬nB J^3#W‫و‬J[
K3[‫א א‬ K8,‫ ض‬C‫א‬ySz‫א‬$3.# ‫א‬
‫ذא‬e4 ‫وא مא‬7 ‫א‬X ‫زא‬-٥ ‫ ع‬/ . BW‫ن‬Y4 ‫א‬nB J-٤
-. %Xu7 E‫)ذא‬S،$‫د‬7 u Indepth details#E‫د‬e‫و‬B5‫א‬
K‫ ص‬C‫א‬K=‫و‬ KKU3#ySz‫א אא‬nB J

lB%X ‫^زא‬3 5‫א‬$G` ‫א‬،ً 1$Y-٦ J %î‫א‬# %7#. 4 ‫א‬I J-٥
‫אم‬3 ‫وא‬X
u|u
‫א‬7 8nKuY)،,4 ‫א‬ ‫ ع‬/ 5‫א‬Y#$‫ن‬Y7#. *cU ;،3$$: ‫א‬
‫ع‬Y^35‫א‬$G` ‫א‬X4LY
u‫|و‬c
‫א‬3$@ ‫א‬ K^*b;Y
l.e ‫ @אא‬%u7#B%X.‫و)ن‬ Kً L#‫زאل‬e4 ‫א‬W‫)ن‬-٦
K ! ‫وאلא‬Y‫ ن‬$e. ‫وא‬Xu|u‫א‬
‫‪١٤١‬‬ ‫א ‬
‫ﺛﺎﻧﻴﺎً‪ :‬اﻟﻤﻄﻮﻳﺎت واﻟﻜﺘﻴﺒﺎت واﻟﻨﺸﺮات‬

‫اﻟﺴﻠﺒﻴﺎت ‬ ‫اﻟﻤﻤﻴﺰات ‬
‫‪U0<Y-١‬א ‪ L c‬وא !א < و‪ $-١ 8 u‬א=‪K‬א ‪-.0#‬א ‪l^\ L;% W.‬‬
‫[‪ / 58u)Z‬عא ‪،.‬ود^‪ c‬ن ز‪sG<n$‬א ‪ L c‬وא !א ‪ ,-.‬‬
‫‪Y‬و‪ .W‬ود^‪7 %‬وא א‪7 8 H‬א‪ #5‬د^‪)S،‬ذא}‪Vu3‬م‬
‫ ز‪l3=n$‬א‪#B5‬א‪5‬אدא ل) ‪ K8‬‬ ‫א ‪ [4/‬لא ‪ K.‬‬
‫‪c%-٢‬ن‪ uY^3nLh‬אع*<‪sG‬א ‪8% 0<Y*-٢ L c‬א ‪ < KuYJ‬‬
‫وא !א ‪AJN‬א‪7 8 H‬א‪ K= ,،O38 J5‬ل‪Y‬مא ‪-.0#‬א ‪ 4. .‬ل‪-.‬‬
‫‪ e 8= *. c!%#b .‬א‪ 7 8 H‬א `‪$G‬א‪ K^35‬‬
‫‪3t‬ودא ‪0.W‬وא ‪YcU ;،,#b‬ن‪sG<-٣ ^Y . K= u‬א ‪ L c‬وא !א ) ‬
‫(‬
‫א‪7 8 H‬א‪ Kz‬‬ ‫‪*e. #$B%‬א =و<‪Gc‬א‪ KKK‬‬
‫‪c%-٣‬ن)‪ u‬ج<‪sG‬א ‪ L c‬وא !א ‪-٤ #$B%‬د^~‪ 8 $‬א ‪sG<7#‬א *‬
‫א !א ‪)S،‬ذא;نא‪@ W$#. 5‬‬ ‫=‪ u)I ^3‬ج ‪7‬و‪ 7‬مو‪ K^S,Lh‬‬
‫‪E7 8 . *cU-٤‬א‪ KK LJ %08\M8 / lK AJ[-.8i‬‬
‫א ‪#‬א‪)Kucf% ;،î‬د^א ‪#‬א‪7Y- î‬אدذ ‪ !4. .%E-٥ K‬وא ‪c‬مא‪ B5‬لא ‪3EFG‬‬
‫‪c%Z[،.$ h8[-٥‬ن[‪|e 8Ve‬א ‪ W$‬قو لא )(א‪7 8 H‬א‪O38 J5‬‬
‫‪ KI4c!%‬‬ ‫‪.$ h‬دون‪Y‬ن‪r‬د‪ K$ c!()F‬‬
‫‪-٦‬د^‪ c‬ن‪ ;،1e 8= u) c‬‬
‫‪-.0#. *cU‬א ‪^3JA.h.‬א‪ 8H‬‬
‫א‪ c‬א‪<! e. 5‬و ز‪ K8W$‬‬
‫א ذجא א א‬ ‫‪١٤٢‬‬
‫ﺛﺎﻟﺜﺎً‪ :‬اﻟﻤﺠﻼت‬
‫‪-١‬א‪#. . .‬א‪ Kz‬‬ ‫‪0<Y*-١‬א א‪l873E.‬א =‪ ,()K‬‬
‫‪-٢‬א `‪$G‬א‪^35‬א ‪8%I J:‬א‪.‬‬ ‫‪*W‬א‪(),/%،7 8 H‬و= د ‬
‫‪3=B%‬אً‪ K‬‬ ‫‪eh S 3,،,;\< .‬ل‪،‬‬
‫‪W-٣‬א‪،ne.‬و<‪G‬א‪*3{nLB %‬‬ ‫و‪،L!. ySY‬و ‪،^Y .‬و ‪،/$.‬و<‪Gc‬א‪،‬‬
‫א‪,YR%<7! u‬אدא‪7 8 H‬א‪،O38 J5‬‬ ‫و<‪G‬א‪-.8J$nLB %‬א ‪. %0#‬א‪ u7 S‬‬
‫‪S‬א ‪ #LB‬א ‪^\#e‬א ‪:‬د^‪3$u‬‬ ‫א‪s7 8vAJ[.‬א‪ KO38 J5‬‬
‫א ل) ‪ g$h*8‬א ‬ ‫‪ -٢‬زא‪873#%.‬א ‪I JZ[،.e‬‬
‫א‪،‬ود^‪ c$‬ن<‪G‬אא‪7 8 H‬‬ ‫‪-.0#.‬א ‪.eK.70$3# %.‬‬
‫א ‪3QY*\#e‬א‪ =[\< H‬‬ ‫‪Y ;،7 8 .‬نא‪Q3nE $KJeu#. 5‬א‪K‬‬
‫א ‪ K.‬‬ ‫‪. .‬و= د‪e‬د‪ / . #E‬א ‪:‬‬
‫‪LE) . 3W$}-٤‬ل;‪LE*\L‬‬ ‫ ‪B‬ق) ‪ K8‬‬
‫א‪8e%\< H‬א‪ Ke. 5‬‬ ‫‪873E. . -٣‬א‪= u‬وא ‪LB‬א‪^3H‬‬
‫‪S‬א ‪7‬وא مא ‪ K4/‬‬
‫‪ًL M-٤‬א‪().‬א‪rJ5‬و ‪R‬وא‪R 85‬‬
‫‪w‬ل‪x‬א‪ ,،.‬א ‪L-./$‬‬
‫א‪b5‬ل‪#‬و‪rJLE*î‬و א‪$3uz‬א ‪،/$‬‬
‫وא ‪-.R #‬א ‪c!%/$‬م‪ K‬‬
‫‪^[-٥‬א‪)S.$ h.‬ذא‪4 %Xu7 E‬‬
‫א ‪،‬و‪Y#$ًL M‬א ‪3W‬دא א[‪* 3‬‬
‫א س‪S‬ل‪3LE^|,‬و‪7‬א ‪3W‬دא‪ K3$3H‬‬
‫‪١٤٣‬‬ ‫א ‬
‫راﺑﻌﺎً‪ :‬اﻹذاﻋﺔ‬
‫‪@ W-١‬אذא*א א ‪8,:‬‬ ‫‪ -١‬אذא)(‪3=^\L;\<v‬אً‪ K‬‬
‫א ‪KWnB J$c!%J%‬א ‪e‬د‪)،‬ن‬ ‫‪-٢‬אذא)(‪ ,‬א‪8,w,;\< H‬‬
‫}‪*،ً`*c$‬א|=‪ K8‬‬ ‫א‪ Kz‬‬
‫‪3 J-٢‬مאذא‪*\b;l‬א‪[z‬ن*‪LE‬‬ ‫‪8=, $-٣‬زא אد‪KuY ;،ًL$#X%;l $‬‬
‫א‪،Background8%u] J$e. ;#. 5‬و< ‬ ‫ = د‪ Kًb^7J ;ySY*;Yl‬‬
‫‪\b;8 )`$3E %‬אً‪،‬و<‪G‬א‪3W$‬‬ ‫‪ -٤‬زאذא‪ %،ً1$Y،‬وא ‪،$7 e‬و‬
‫‪)S،L.‬ذא;نא‪ / 5‬عدًو{ ج‬ ‫‪<L$‬א م‪G<l،‬אא‪* /7 15‬وאم‬
‫)(א |;‪ K‬‬ ‫)א‪Xu|u‬وא ‪ $e.‬ن‪ K‬‬
‫‪ -٣‬ذא‪3t‬ود‪8 $‬א ‪،#‬ذ ‪3 W8uY‬‬ ‫‪..E-٥‬א ‪ e.c‬א‪;Yi‬نذ ‪l‬א‪ u‬ج‪Y‬م‪l‬‬
‫‪G ،#,‬א‪E\M8,‬د‪-.^7‬‬ ‫‪-.‬א ‬ ‫א ‪3‬אم*‪LE‬א‪c%K u)Z[،#. 5‬ن‬
‫‪*\b;*.e7 0$3#‬א ‪ ; .J‬‬ ‫!`א אد‪*.$ h^|e $7B%-. $‬‬
‫א‪ K#. . 8[h M5‬‬ ‫א *‪ {KuY ;،‬ج‪ u)3‬ج‪%‬א‪)K‬‬
‫‪@ W-٤‬א `‪$G‬א‪ ^35‬ذא‪B%،ً1$Y،‬‬ ‫‪3=BJ%iQz‬אً)ذא‪ $e. %Xu7 E‬ن‪ K‬‬
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‫א א‪،ySz‬و‪Y8, G%‬دא^=‪ ^3‬‬
‫א ‪ [l‬א ‪clLM‬א‪7‬و)د^‪W%‬‬
‫א א‪ KC‬‬
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‫‪%0$3#-.‬אذא ‪;7!n%h‬و‪،e‬‬
‫وذ ‪ K<Ge 8J‬‬
‫א ذجא א א‬ ١٤٤
‫ اﻟﺘﻠﻔﺰﻳﻮن‬:ً‫ﺧﺎﻣﺴﺎ‬
‫ن‬c% ‫و‬#. 5‫א‬-.J%K‫א‬%-١ 3EFKKJeuXE ‫א‬l^\b;\<v()‫א ل‬-١
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Z%^‫د‬e ‫\^א‬Sz‫ א א‬J ‫א‬lXu|u‫א‬ K\< H‫א‬
K‫א @א‬sG<b g$h*nE‫\אً*א א‬b;‫ ن‬$e. ‫|א‬#$-٣
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K!E5‫وא‬7Je ‫א‬Z[W$J ‫א‬ KBL ‫^א‬7 %;‫ن)د^א‬c%
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KK^‫د‬3W ‫ א‬E‫אم‬3 ‫)@א‬#. . ‫א‬
١٤٥ ‫א‬
‫ اﻹﻋﻼم اﻟﺠﺪﻳﺪ واﻹﻧﺘﺮﻧﺖ وﺗﻄﺒﻴﻘﺎﺗﻬﺎ‬:ً‫ﺳﺎدﺳﺎ‬

L.J ‫א‬ ‫ א‬5‫א‬
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081W%*R%‫و‬%*$3;] KKJeuXE ‫א‬lg. ‫_و‬7!‫و‬
KWL ‫ א‬nE 5,، ‫\^و‬b;\<v()Xu|u‫א‬$-٢
KR$5‫א‬K3 J$3E3[‫א א‬
‫*و ل‬Xu|u‫א‬8-٢ K'‫و‬3[7 ,@C‫!א‬u0 $Z[ %Xu|u‫ زא‬U-٣
K^7 ‫ وא‬%‫و‬
‫و‬YAJ[‫دون‬,;8‫ א‬u]% ‫א‬
: ‫و)د^א א‬03-.873#%Xu|u‫ زא‬-٤
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ZN،8Ve[‫^و‬7 ‫ وא‬%ySz‫א א‬lZL
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K uY ;، L ‫א‬0VWl‫א م‬, Xu|u‫א‬ILY-٦
KySz‫< א‬#5‫ وא‬WH‫ وא‬L c5‫وא‬، W ‫;*א‬Yl,‫ א‬
‫ودًא‬3t‫م‬c!%s7! u‫زאلא‬-٤ Kb$3‫א‬
LJ ‫א‬Xe. S‫و)نא‬،%W ‫}א‬W ‫א‬l \MS*ZL ‫وא‬87‫و)دא‬nE‫ א‬5‫א‬i!u)ILY-٧
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‫א ذجא א א‬ ١٤٦
L.J ‫א‬ ‫ א‬5‫א‬

L! ‫ً*א‬%E ‫א‬b;Y*3$3H‫אمא‬3W$-١٠
K e ‫وא‬
*ً‫א‬3 ‫א א‬b;Y*3$3H‫אمא‬3W$-١١
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l8‫א‬3 ‫*א‬cU.‫و‬0<Y3 $3H‫אمא‬3W$-١٢
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‫م‬%C‫ א‬3C‫ אوא‬%z‫وא‬nE‫ א‬5‫ عא‬-١٣
KO38 J5‫א‬7 8 H‫א ل)(א‬S**cU: ‫א‬3$3H‫א‬
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KR,38 J . ‫ ل‬. nE‫ א‬5‫א‬
.W5‫*א‬$‫ل‬lE7S ‫א‬73EXu|u‫א‬.U-١٥
K8Ve[‫د^א و‬W ‫א‬#. . *cU %‫و‬،8Ve[‫و‬
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KIe ‫א‬i'YFJ# ‫א‬7 8V ‫لא‬S* ‫وذ‬
S‫א م*و‬Kc.w‫و‬Xu|u‫א‬nB J$-١٧
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-.0#. I $‫א‬G<‫و‬KK8L[*e. 5‫ א‬8H‫א‬X ‫[و‬
K%E7 c!‫دون‬8b%‫و‬K.7!u. ‫א‬
‫‪١٤٧‬‬ ‫א ‬
‫א ‪L.J‬‬ ‫א‪ 5‬א ‬

‫‪sG<c.X4/Y-١٩‬א א [ ‪n .‬‬
‫و‪,FY*cU‬د‪Y‬ن‪8c. U‬و‪K #$hAJ[83 J$‬‬
‫א‪KKL5‬و<‪G‬א‪-.0#. 8J$‬א ‪.‬א _<‪sG‬‬
‫א وא ‪3‬א‪ K8‬‬
‫‪-٢٠‬و‪u‬אمא‪l3$3H‬א‪cQz‬لوא‪3W,،R15‬ل‬
‫א ‪-.0#‬א ‪K.7.‬و‪*iQ1$‬א‪- 7LSz‬‬
‫‪7Y‬אددون‪sG<Z%KcU ;،i‬א‪cQY@ .W5‬ل‬
‫‪ ^3‬و‪ K‬‬
‫‪.e-٢١‬אمא‪e $ZN3$3H‬א ‪-.0#‬‬
‫א ‪n.‬א‪\< H‬א‪l,38 J5‬א ‪KK8JeuV4.‬و‪Y*cU‬ن‬
‫ ‪ 4‬لא )(‪7J‬א ‪ 4.‬א‪7‬وא‪ K!E5‬‬
‫‪l‬אمא‪3 $3H‬‬
‫‪3W-٢٢‬א ‪ c‬א‪5‬د‪ZL. $‬وא ! ‬
‫‪3t‬ود^=‪3‬אً‪ %u7#‬אلא‪ KF\< H‬‬
‫‪EWiLcox,2010,P.307; safko,2010F‬‬
‫ﺛﺎﻟﺜﺎً‪ :‬اﻟﻮﺳﺎﺋﻞ اﻻﺗﺼﺎﻟﻴﺔ اﻟﺘﻘﻠﻴﺪﻳﺔ ووﺳﺎﺋﻞ اﻹﻋﻼم اﻟﻤﺴﺎﻋﺪة )اﻟﺼﻐﻴﺮة(‬

‫‪ G‬א‪* f‬م‪ +‬אدو& ‪5F*I; 0 T‬א ولא‪، *G‬‬
‫‪ B‬‬
‫‪v*a‬א‪ l،*hG 031‬م‪*z‬لא‪2*3‬א&* א‪, fI‬א‪ f3q‬‬
‫‪f+-‬ون ‪hL-[ ,‬و‪2*3‬א‪01‬مא_‪ +‬א‪k J،c, 9‬ن‪*z‬ل@‪C‬א‪2*3‬‬
‫א‪rGً*z,60+, fI‬و‪Z‬ق‪C@[* J‬א‪،F*I‬و‪ z 8‬א‪*(I‬א‪2*3‬‬
‫א‪*8،*h 01‬ن@‪C‬א‪-Ap2*3‬א‪zF‬ق‪-c85،*h s5‬א|‪* J‬ن‪،‬‬
‫ ‪6‬א‪2*3‬א_‪ +‬א_‪KEFathi,1979;Mowlana, 1979; Rogers,1983F*h ,‬و@א*‬
‫‪*¢ `zI‬ذجא‪ GI‬א‪c, 9‬א‪F* G 3&IG@GF +q‬א‪f‬نא\*‪ K%‬‬
‫א ذجא א א‬ ‫‪١٤٨‬‬
‫‪H ]RJ-µx8,‬א| א‪2*3 *QI‬א&*لא‪Zd,-*.‬ق‬

‫א&*لא‪*AÃ ،dI; t fI‬א&*ل^ ‪n‬؛‪; I‬א‪ 'I3‬אمو‪ 3‬א&* ‬
‫وא‪،[ J‬و‪; In ^*¢‬א‪h.‬دא‪y‬א‪ 8‬و‪2*3‬א&*لא\‪5J*I‬‬
‫א‪3،dI‬א‪W‬א‪*hGZ‬وא‪١٩٨٤، ]RJF % ±‬؛‪KEAtkin and Meischke,1989‬‬
‫و@א‪W* @,*d`zI,‬א&*لא م‪8@,*8،‬ذ‪Q6‬و‪%Q(R‬‬
‫‪ ،Atkin and Meischke‬א‪xI‬אوج‪]+‬א‪2*3‬א‪،, fI‬و‪@*+‬א‪F‬א&*ل‬
‫‪0‬ل‬
‫א‪،%*S‬وو‪2*3‬א‪01‬م‪5‬دولא*‪u‬א‪k J،%*G‬و‪ a5p+*GO‬‬
‫א‪, f‬א|‪,-a‬א‪f‬نא\*‪oFhL%‬א‪+ * 5hF‬א‪ rG‬‬
‫א|‪[3‬א‪0aBq‬لא‪xI‬אوج‪]+‬א&*لא('&‪%‬وو‪2*3‬א‪01‬م‪،‬و `‬
‫א‪ 'I3‬א*‪hGgv*a،Sophisticated[oIF‬א‪`,RI‬א‪،%*IS‬א@‪t‬‬
‫א‪ 'I3‬مא&*لא('&‪d +5§f ،%‬دوא‪dGF‬א‪9‬و‪5،ً*,،Q‬‬
‫(; ‪ d‬א‪ 'I3‬אم‪،‬و‪،I z 8‬و‪:‬א‪-ApI‬א‪F‬א‪*8،* *.‬ن@אא\‪hG‬‬
‫א‪ 'I3‬مو‪2*3‬א‪01‬م‪S +Bv 02*3` ag‬א‪snW‬‬
‫و‪ Kv*a 0F*8‬‬
‫ﻃﺮق اﺳﺘﺨﺪام ﻫﺬﻩ اﻟﻮﺳﺎﺋﻞ ﻓﻲ ﺣﻤﻼت اﻟﺘﻮﻋﻴﺔ اﻹﻋﻼﻣﻴﺔ‬
‫*‪ fG3% ,‬مא‪2*3‬א‪5, fI‬א ولא‪ 031‬و‪ z 8‬א‪ 'I3‬א‪،*h‬‬
‫‪ vS‬א‪*3‬א‪,I‬א‪-*.‬א\‪ W hIR‬‬
‫أوﻻً‪ :‬اﻟﻤﺴﺠﺪ‬
‫א‪2*3‬א‪ 01‬א‪5, fI‬א ولא‪ 031‬א\‪،*z&+ ;R‬‬
‫وא\‪H gG‬و‪S‬א&ص‪،‬وא\‪d ;R‬א&‪[O‬א‪ 031‬א‪c, 9‬א‪y3‬د‪*ً+‬‬
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‫א‪ *Q*I‬א‪2p+*I3‬א\‪ S*R‬و‪E+ v5*h2*oa‬א‪2*3‬א‪,I‬‬
‫‪١٤٩‬‬ ‫א ‬
‫א*‪،‬א‪*I~q‬جא‪dI‬א‪, oa5v*a،*h C*I‬مא‪،.‬و‪6‬ن‬

‫‪-Ap‬א\‪z, ;R‬ق‪8‬א‪2*3‬א‪ 01‬א‪6 v*ac, 9‬א‪B^dfq‬א‪-ApI‬‬
‫א‪%Q9‬א‪ &c8 ;R\* K% Q‬א‪ s‬و‪Vs‬א‪zG‬א\‪ R‬و‪v*aK*h f‬ذא‬
‫*‪2*3Bo+‬א‪ 9‬א‪ |*+,I‬אא‪، 031‬و*‪*s‬א‪*O3Æ‬و*‪،‬‬
‫و*‪*s‬א‪3‬لא‪H v- ©,Q‬א‪ Æ‬و‪- 3‬و‪*Q1*+‬نא‪* 1‬د[א\‪ ;R‬‬
‫‪*s5‬א‪ G‬وא‪،F‬وא‪F*f 9‬א ‪ G,‬وא א‪:0v *\,I‬א‪z‬دوא‪ KdI‬‬
‫ﺛﺎﻧﻴﺎً‪ :‬اﻟﻮﺳﺎﺋﻞ اﻟﻤﺴﺎﻋﺪة )اﻟﺼﻐﻴﺮة(‬
‫‪ l‬א‪*I‬م‪2*3*+‬א‪ 01‬א&_‪c،Little Media[-‬א| ‪Z‬א‪ R‬‬
‫وא&‪,‬وא|‪o3‬א*‪F‬א\ ‪ECDF‬؛|ن@‪C‬א|‪5[ sZ‬א‪5_ _I‬‬
‫א‪،F*I‬وא‪v‬لא‪h.‬א\‪،hR+ hIR‬وא|‪Z‬א‪ R‬‬
‫‪BOv‬ذא‪zF‬ذ‪E+5-8‬א‪F*I‬א‪c، 031‬א‪dI‬א‪R‬د‪k Jt‬‬
‫א&‪[O‬א‪ 031‬א‪ q‬א(‪§,‬א‪%R‬دوًא‪*+‬زאً‪5‬א‪*Q1*+،*G،**(I‬ن‬
‫א‪*z‬ق‪Wid‬א‪]A ±‬وא*‪E+, fIL‬א‪2*3‬א‪,I‬א‪k~q‬א‪031‬م‬
‫ ‪،*h‬و‪6*G‬א ‪ ,‬א‪F09‬א‪ 01‬א‪*G,p+` Iq‬د‪*h+t‬א‪031‬م‪،‬‬
‫و~‪*Q1*+6@8،*h*H k‬نא‪ 'I3‬אم‪Z‬א‪E+ v5 , z‬‬
‫א‪2*3‬א‪h; ,I‬א\‪*sW*GAv*a، hIR‬א\*ضوא‪ G‬وא‪ KF‬‬
‫ﺛﺎﻟﺜﺎً‪ :‬اﻟﻮﺳﺎﺋﻞ اﻟﺸﻌﺒﻴﺔ‬
‫‪*Q1*+‬نא‪ 'I3‬אمא‪2*3‬א‪, fI‬א( ؛‪2*3 vI‬א‪5v*a، 9‬‬
‫‪`Z*G‬א‪Nf‬وא|‪E+(IGk J*,‬א*دא‪F‬א( א\ ‪[x‬א‪8*h+Iq‬‬
‫‪c،foG‬א‪ Q z‬א(«‪،‬وא‪F*&s‬א( ‪،‬وא‪F*;I‬א*‪3|*+v‬אق‬
‫א( ‪،‬و**‪+‬ذ‪6‬و‪2*3‬א&* ‪*Q1*+‬نא‪ 'I3‬אم‪2*3‬א‪،*h 9‬‬
‫وذ‪*I*+6‬ون‪d‬א‪C@H ]2*f‬א‪ K2*3‬‬
‫א ذجא א א‬ ‫‪١٥٠‬‬
‫ﺧﺼﺎﺋﺺ اﻟﻮﺳﺎﺋﻞ اﻻﺗﺼﺎﻟﻴﺔ اﻟﺘﻘﻠﻴﺪﻳﺔ واﻟﻮﺳﺎﺋﻞ اﻹﻋﻼﻣﻴﺔ اﻟﺼﻐﻴﺮة‬

‫*‪ fG3% ,‬م‪2*&a‬א‪2*3‬א&* א‪،, fI‬وو‪2*3‬א‪01‬م‬
‫א&_‪،[-‬و‪fG3‬م‪H x 8y*+‬א\‪، ;R‬وא\ &‪،F*f‬وא‪, z‬وא‪ K z‬‬
‫أوﻻً‪ :‬اﻟﻤﺴـ ـﺠـﺪ‬

‫‪ U-١‬زא‪c%3J5‬א و‪xS‬אلא =< ‪ c$3E-١‬ن)مא‪3J5‬و‪KLBS‬‬
‫[‪73EA‬א א و)‪E‬ذא ‬ ‫‪^ Ex¨ ,‬א ]'\و‪$7 ,‬א `‪$G‬א‪ K^35‬‬
‫‪33J . -٢‬א‪$z, VE‬و‪.‬א ‪، W,‬و<‪G‬א‪^ E-.'r$nLB %‬‬
‫‪،ySY‬وذ ‪WLB%‬אل‪L7،‬طא‪ %3J5‬א ]'‪ %‬א‪ KE‬‬
‫‪ c3E-٢‬ن‪ / W%‬‬ ‫אو‪3<Y‬א‪8,‬א ‪ KJ‬‬
‫‪7 S3J . -٣‬و[‪ u‬א‪ $z،ً1$Y،,‬א ‪8\LW .‬و‪Z%‬‬
‫و‪sG<،ySY.‬א و[‪u‬و‪ie*K#.‬و‪ !S‬ع ‪l8.7‬א‪$YS3J5‬م‪ABS‬‬
‫§‪W‬א‪8,3< 7; 8J%L# $#. 5‬و ‪ ge‬א‪ Kn H‬‬
‫‪)-V{3E-٣‬مא‪3w3J5‬א ‪E‬‬ ‫‪n‬א‪L5‬دאא ‪ K VW‬‬
‫‪g.¨-٤‬א‪ً =،ً1$Y،3J5‬א*א‪ 5‬د^وא [‪,YR%0‬אد *‪LE‬א‪ KR.5‬‬
‫א‪ c$‬ن‪8,‬אلא ‪^ Eb;Y QRL‬و‪'Yª.%Y‬אً‪ K‬‬
‫‪]$-٥‬א ‪e‬د ‪$YS،3J .‬مא‪n J ،n H‬א‪LBC‬‬
‫و‪G ،8%W $‬א‪]$ 8,‬و ‪ J eKL.E‬عא ‬
‫و‪t‬و ‪s;G‬وא ‪G<KK%3#‬א‪،nLB %،I $،‬و ل‬
‫א א‪()E‬א‪ 8J%#. 5‬ذ ‪Y‬نא‪]$.5‬‬
‫‪3EW .‬אً‪Y‬ن‪n J$‬א ‪I‬و‪ KK )X$‬‬
‫‪ c-٦‬ندو‪7‬א‪;- ª.%Y3J5‬نאم[‪A‬‬
‫‪3‬א‪y3 E‬א‪R.5‬ود‪F‬א‪ K3J5‬‬
‫‪١٥١‬‬ ‫א ‬
‫ﺛﺎﻧﻴﺎً‪ :‬اﻟﻤﻠﺼﻘﺎت‬
‫‪ 8-١‬א‪7 S‬א‪*;z‬א‪3E-١ 7 8 . L5‬א‪() #.5‬א‪\< H‬א‪،z‬ذ ‪8uY‬‬
‫א‪n/ O38 J5‬א‪ 9 Ku)S،8, #.5‬ج‪(),/%‬א ‪7‬وא م‪W%،‬א ‪ .c‬‬
‫‪c%‬نא ل‪-.‬אذن !‪# %,WA.B $ 7‬א‪î‬وא ‪ K% c‬‬
‫ א ‪0VWl‬א‪*;z‬א ‪ 9-٢ KW‬جא‪ 8=() #.5‬د;‪^\L‬و‪Y‬و‪.$ h E‬‬
‫‪-٢‬א ل)(א‪7 8 H‬א‪-J $- [ ،\J$O38 J5‬و‪l8W/‬א‪*;z‬א‪S،L5‬و‪luY‬‬
‫وذ ‪7 S%‬א‪*;z‬א ‪W‬א ‪ $:‬א=‪*\b; 3‬א‪[z‬ن¬ ج)(‪I$7‬و‪Y‬ذون‪LE،S‬‬
‫‪Y‬ن‪ #u‬م‪l8W/ %‬א‪*;z‬א‪ K 5‬‬ ‫‪ K8,‬‬
‫‪-٣‬א ل‪() %‬א‪#. 5‬دون‪Y‬ن ‪W%l-٣‬א‪[z‬ن‪n/ L*;Y33E،‬‬
‫‪GL$‬ل=‪38‬אً‪Y‬وو‪lً E‬א ‪#‬א‪î‬و‪sG< ، 8 W B‬א‪Gqc!% #.5‬א‪7 8 H‬א‪ KO38 J5‬‬
‫ذ ‪Y‬ن‪7‬א‪ً3=^\E #.5‬א ‪sG<n/ 3-٤‬א‪ !c!% #.5‬אودون‬
‫‪8B# .‬א ‪- [RW‬دونא ‪E‬وא ‪ *W‬د‪7‬אو‪* $3#,،B‬ذ ‪c‬א‪77‬‬
‫א‪، #.5‬و‪ #$3EK.‬د<‪G‬א)(א ‪]J‬مو)([‪3‬و‪2‬‬ ‫‪*\b;l،8,‬א‪[z‬ن‪ K‬‬
‫‪ U-٤‬ز‪ u) c‬ج<‪sG‬א‪ KJ;W u #.5‬‬
‫‪e«%‬ض‪ u)nu7#،‬جא ‪z-٥ l‬نא ‪W‬ض‪ c$،ًL M،‬ن‪3=\E‬אً‪f,‬ن‬
‫א ‪-.‬א‪3%g.5‬و‪Y‬ن‪ c‬ن‪،^\E‬و‪nLB %‬‬ ‫א א‪ KySz‬‬
‫‪ #-٥‬م<‪sG‬א‪3% #.5‬و‪f, . l,7‬نא‪q‬ز‪G8%‬אא !‪ c$c‬ن‪-.ًLW‬א ‪ KAc‬‬
‫‪703‬א ‪.‬א ‪،J‬وא ‪، #. . ^3$G`3= -٦ $W‬و‪Kuf,K.‬‬
‫‪7,WAW$‬دود‪W,Y‬لא‪ K8<§7 8 H‬‬ ‫‪ K<7W!%‬‬
‫א ذجא א א‬ ‫‪١٥٢‬‬
‫ﺛﺎﻟﺜﺎً‪ :‬اﻟﻔﻴﺪﻳﻮ واﻟﻔﻴﻠﻢ وأﺟﻬﺰة اﻟﺤﺎﺳﺐ )‪(CD & DVD‬‬

‫‪YnB J$-١‬ن‪3 J$‬مא ‪-.0#‬א ‪.‬א ‪ $3e‬وא ‪7 1[Aq-١ 0.e‬א‪()\< H‬א‪c5‬ن‬
‫وא‪Ez‬אص‪ECD & DVDF‬א‪#$B %35‬א ‪ Z[KK<3$$:‬א‪7Y- x 5‬אدوא!<‪^3‬‬
‫‪c%‬نض‪7‬א ‪lS*.‬א‪z‬و‪ E‬א ‪ :‬א ‪Y0.e‬وא ‪ K $3e‬‬
‫‪ {3E-٢‬جא ‪ c()0.e‬‬ ‫‪A‬א‪ K7 8 H‬‬
‫‪c%-٢‬نא ‪3‬אمد^א ‪Y، $3e‬وא ‪Y0.e‬وא ‪ K $3e %u7#^\L; nDVD‬‬
‫א !وא ‪I/‬وא=‪-.%‬א ‪7Je‬א א ‪733E:‬‬
‫*א‪G ،7 8 H‬א‪8,‬د^‪ ^3J‬لא =<‪،‬‬
‫و‪f, %‬نא `‪$G‬א‪ K$7 ,^35‬‬
‫‪c%-٣‬نא ‪3‬אمא ‪#‬א ‪ $3e‬وא ‪*,;DVD‬‬
‫[‪Z‬אد^وא ‪n$J‬وא ‪ KiBL‬‬
‫‪ Uً1$Y-٤‬زא ‪، $3e‬وא ‪xDVD‬א ‪ $e.‬ن‪8Jeu‬‬
‫*[‪0$3#Z‬א ‪g$h* ^@c^7‬א ‪،A$#‬و*‬
‫وא ‪ K^7‬‬ ‫[‪ %iQ KU3#Z‬‬
‫‪nB J$-٥‬א ‪ $3e‬وא ‪،DVD‬و;‪ G‬א ‪0.e‬ض‬
‫א ‪e‬א‪ ; .J %C‬وא‪@C‬א و‪c!%‬د‪3=gE‬אً‪ K‬‬
‫‪nB J$-٦‬א ‪، $3e‬وא ‪،DVD‬و;‪ G‬א ‪0.e‬א ل)(‬
‫א‪ ,(),/%Rz‬א‪7 8 H‬א‪O38 J5‬א‪ K,; $Sz‬‬
‫‪c%-٧‬نא ‪3‬אمא ‪Y، $3e‬وא ‪YDVD‬وא ‪ . 0.e‬ل‬
‫)(‪K= *cU ;،^\L;\<v‬ذ )(‪^\` v‬‬
‫=‪3‬אً‪،‬وذ [‪WLhAJ‬א‪ / 5‬عو‪LM7‬א ‪-.0#‬א ‪ K.‬‬
‫‪c%-٨‬نא ‪. l0c4‬א`א‪$\< H‬‬
‫‪sG<@Attention‬א‪ c$c!%^8=z‬ن ‪,‬אً ‪ $e. .‬ن‪ K‬‬
‫ ‬
‫‬
‫ﺍﻟﻔﺼﻞ ﺍﻟﺴﺎﺑﻊ‬
‫אل‬
‫و א‬،‫ "! א ل א‬#‫א‬$‫א‬%&'
،()& ‫ א&*وא‬+'‫م‬،- ‫ א‬+'.‫نذ‬1*‫א‬،23
‫م‬١٩٤٨ &4‫و'ن‬$56‫ ز!ز‬+'189$:‫و‬، #2&‫ وא‬#‫א‬$‫و!(א‬
AB‫و‬C5D( ‫א‬E%‫א‬،Cariwright?#‫!א‬1@‫و‬، ‫ م‬
KELazarsfeld and Merton,1971;Cartwright,1971F 54G‫ص &*א‬I‫א‬
26?LM‫ א‬N! ‫א‬-‫א‬OP‫(א‬+'$QRG‫نא‬:‫א‬+'-&S‫א‬TO6
()'‫و‬KQD&YZ‫*א لא‬5D+'UV‫א‬E$#C5D ‫א‬W3 ‫د!א‬
Q1 5V[G‫א‬+V،TOP‫א‬%\‫د‬#‫א‬W3+D،‫אم‬،A6 '
K -@]‫א‬Q'‫مא م‬$D4+V-5 S&
KETan,1985,pp.147-259F
‫א‬C5D '@DZ‫א‬-@]‫قא‬P34‫م‬5‫` א_א‬1!$:6،‫א‬%
+'UV5A B‫'א‬$ ESolomon,1982F ‫ن‬G1‫ذ‬K-@]‫א‬%2M‫א‬
a‫'אو‬D‫ن‬، b‫א‬-@c4‫ن‬#`P5 ‫ א‬Pd eI‫א‬-‫!א‬$‫א‬
f6!B+'،2:gY‫ !א‬3‫نא‬1،ً@2'‫'زאل‬-@]‫א‬C5D
١٥٣
‫א ذجא א א‬ ١٥٤
[6k$‫ن‬Wl53
m ‫א‬%،( #'‫ د!ًא‬، DRG‫א‬i‫א‬$j‫א‬8S2!$Y
E! D‫وא‬، &G‫אא‬n53C5D4V‫`א‬1O‫אنא‬$:6fB#-@]‫א‬
،op&‫א‬o P'2 C5D،‫@م‬DZ‫وא&)وא‬،Uaq ‫א‬C5DT!$:‫א‬2#$ !
eI‫א‬-@]‫وא‬u'‫א‬v‫ن')(א‬،Hornik. !r#K‫ن‬sG‫א‬+D)&‫א‬t
‫د‬:G‫!א‬2p5T$P'! -!‫ א‬-‫م‬$: b ‫و‬، D‫`!א‬
KEHornik,1989F
M‫א‬T$P‫א‬r$'C5D`1‫ن‬8w‫نא‬،EAtkin,1985F+Vr#‫א‬%
8Y‫و' אא‬، 5]‫א‬A E‫&د‬G،AD+'f x‫دوא‬P‫א‬25Db
+V$#z#‫و‬K 5]‫ {א‬AD ،ً@By‫@ًم‬BD،‫د‬P‫א‬2&p M‫ א‬3‫א‬
5DC5D$DS2 r#M‫א‬، ‫א!א‬V C5DEAtkin,1981,p.275F
C5DT‫د‬DZ‫א‬E |‫ن‬sP#،ً ‫دא‬،+V‫و‬،k5gG‫א‬Uaq ‫א‬kS 1‫(وא‬5 ‫א‬
KEAtkin,1981,pp.275-276Faq ‫}א‬V&# C -‫א‬Ut
‫و‬-‫א*א‬Z‫אمא‬$ ‫א‬،EAtkin,1981,p.276;Atkin,1985F+Vs
~ P #
‫ ن‬1‫و‬،*1‫ ًوذ‬51!2‫نא‬1‫ &*א ؛ذא‬4 5:‫א‬- ‫א‬
& ، Dg‫ א‬5‫مא‬$ S#‫ن‬1‫ ذא‬e3،ً5:Dً‫א‬Uaq ‫א‬$!$G‫א‬$##
،!2‫א‬.‫א ذ‬k%‫و‬،QP9DUt ‫א‬$Z P9‫مא א‬$ S
4 e3،ً‫א‬U1‫م‬$ S2 6، P# ‫א‬- ‫'א‬K Ps‫ א‬5: ‫א‬8e
،T$#$[‫ א‬P# ‫אمא א‬$ ‫א‬ok!p ‫ ?א‬a،Qb‫لא‬x‫א‬
V‫א مא‬.‫ذ‬A#$ }‫ون‬،ً&،ASP !2‫א‬r#‫ن‬1‫ذא‬
K D Y‫א‬$'-‫א'د!ذא‬%‫م‬$:#'$&D‫و‬،‫ع‬RG
KETan,1985;Atkin, 1981;o'keefe1990F
١٥٥ ‫א‬
4s6‫ن‬VOne-side$‫אא‬8 ‫א‬-‫אننא ذא‬$1z#

ً5Y!2‫ نא‬V#'$&Dًs#‫و‬،!$G‫! א‬f'ً$'!2‫نא‬1
!2‫نא‬V#'$&D،s6Two-sides_ ‫א‬-‫نא ذא‬V& ،*1‫وذ‬
RD1‫ن‬V#'$&D‫و‬،ً5‫*و‬1‫ذ‬1‫ن‬V#'$&D‫و‬،ً$' 5ًR!'
‫و‬n#9+D‫م‬، "!‫'د‬+'.‫نذ‬1*‫א‬، R!'!Q:5
،T$‫ אא‬2B‫א‬-‫א ذא‬،T‫אد‬4،.V[G‫!א‬2‫א‬6#،ًs#K‫@م‬DZ‫א‬
KEAtkin,1981;Mendelsohn,1973;Ross,1986FK_ ‫א‬-‫א ذא‬k%p&#‫و‬
‫ (אض‬#M‫ א‬:#g‫نא‬6، ‫א‬k5+D)&‫א‬t A ،+V+'z#
+'UV‫א‬4-YP3Z‫א‬
48S‫`وא‬#‫و‬، ‫א‬k%B4ً‫א‬$B 2'2
ً5‫ن‬V#'،ً،E%‫*א‬QS‫ אضא‬$:‫ א‬#D ‫א‬-@]‫א‬
VP‫وא‬T!aZ‫وא‬T$‫نא |א‬1 ،+Vr#1،ً )D‫'א‬
KEAtkin,1989F
-'5'‫[ون‬،ً،-@]‫א‬C5D_:‫نא‬،'V‫جא‬6$B‫و‬1
،!‫و‬،_:5 G‫و! א‬#[E‫د‬z#.‫نذ‬r#‫و‬،T$‫א אא‬4TU1
?Y‫نא‬V#'$&D e3.‫وذ‬،T‫د‬:'Uu C5D‫א]ل‬،.%
KEAtkin,1981,p.277Fً‫א‬UY 5WG‫א‬
-@x‫א\` وא‬8 V‫א‬8+'% ?be #$]‫א‬-@]‫نא‬+Vr#
‫نא‬r#‫و‬،\ًB‫ ذ‬#`P5 ‫א‬-5 ‫وא‬-: SG‫א‬u'‫ א‬+'‫و‬، 6‫א‬OD ‫א‬
‫م‬$:'‫ ن‬#$]‫ א‬b‫ ?א‬a‫و‬KQ15S‫א‬Uaq ‫א‬C5DT!$Y1‫ن‬VTU:‫א‬
‫ذא‬+'1ً15ً‫א‬Uaq $، DS $b #E%‫ א‬D‫ذא‬Z‫ وא‬#`P5 ‫אא‬
،v1 6'A#$ً‫!א‬$'APe !2‫א‬Y+'m!$#1،* $b #E%‫א‬
‫א ذجא א א‬ ‫‪١٥٦‬‬
‫و‪(#$:$D'،ًs#،Qg#1،EAtkin,1981F1 :a‬א‪r$G 2'T!$Y‬‬

‫‪o‬א وא ‪+'\:‬א‪،!2‬و‪%‬א ‪ 8S( #fg‬عא وא‪!2‬‬
‫א‪ Ki$2 SG‬‬
‫ﺑﺎﺧﺘﺼــﺎر‪،‬א‪ b‬א]‪D$ #$‬א م‪W‬א و`א‪$&D2‬‬
‫(א]@‪$DD$1،-‬مא ‪ D‬دא‪%C5DQ5V‬א& ‪u‬א`‪T‬‬
‫وא‪-P eI‬א ‪،‬ذ‪42)' 5' p 2 .‬א‪+'-&S‬‬
‫א‪:‬نא‪1،QRG‬ن‪(2P P5 ًY9!2V‬אو‪%،25sP‬א‪8w‬‬
‫א‪! 3‬אو‪+' &DC5D23‬א‪!2‬א‪ 5c1$ &D،i$2 SG‬‬
‫‪،25‬و "‪6،.‬ندولאא&'‪}S'4Q‬א]‪%' B‬‬
‫א ‪! 3‬א‪،-‬نא‪.5+Dً#!%B5 26U‬א‪4U‬א‪$‬ول‬
‫א‪%+VK '$: G‬א ‪$D#‬مא م & ‪u‬א‪ b‬א‪ t‬ذ‪ &g2 .‬‬
‫א‪ $‬א‪+'M‬א‪+VG‬א‪6Z‬د‪ P142&'T‬א&)א‪،‬و' א‪WI‬‬
‫א‪+'M‬א‪+VG‬ن‪25Drp‬א ‪ Kk!p‬‬
‫‪6‬قא م ‪WI‬وא‪8j‬א‪ 1%#، 5‬אنא‪am$ blG‬ن‬
‫‪s' q‬نאא‪8wE%‬ن‪V#‬ن‪ Y@DC5D‬و‪-' :a‬א‪،!2‬‬
‫ون‪!948 V#‬وא‪A6}l Q5B{R‬و ض‪ KELerner,1985;Lee,1980F‬‬
‫ ‬
‫ﺧﺼﺎﺋﺺ اﻟﺮﺳﺎﺋﻞ‬
‫‪$:&Q5#6‬م(א‪WI‬א‪*5D 2 5M‬א‪&YZ‬علא‪،‬‬
‫و‪42!$Y‬א ‪$ ،Uaq‬ن‪(jً5'&'$Y‬א!א*א]‪ #$‬ل‪ %‬א‪WI‬‬
‫و‪ P1‬א ‪$‬א'‪ K2‬‬
‫‪١٥٧‬‬ ‫א ‬
‫أوﻻً‪ :‬ﺑﻨﺎء اﻟﺮﺳﺎﺋﻞ اﻹﻗﻨﺎﻋﻴﺔ‬

‫א (‪*5D‬א ل @‪*& 4 2'-DR' a‬אא‪ W D&YZ‬‬
‫‪ -١‬رﺳﻢ اﻟﻨﻬﺎﻳﺔ اﻟﺠﻠﻲ ﺿﺪ رﺳﻢ اﻟﻨﻬﺎﻳﺔ اﻟﻀﻤﻨﻲ‬
‫א‪:G‬د ‪O A‬א '‪ P‬א&‪ #2‬م _' ‪V[ & !+'$:‬‬
‫وא‪A6} ،{R‬؟‪$ 4‬א‪ #‬א‪*5Dr!،'j‬א لنא&‪ #2‬א‪ &s‬و‬
‫‪ #2‬א ‪Q،$##12¢UQ:5 5‬א‪Uaq1j‬אً‪C5D‬א‪D،AD&YZQ:5 G‬د‬
‫א لא‪48S‬ذ‪.‬؛‪V‬نא‪$:P#Q:5 G‬א‪ :‬وא‪$G‬א‪( #'$&DG Y‬‬
‫‪Q5B‬؛‪$:'iA j‬א‪+'G‬א ‪r#1K‬‬
‫|‪$#$‬א&‪ V[ #2‬‬
‫'‪p1‬א‪#‬نذ‪#،!،.‬د‪q +)5‬نא‪(#'$&DQ:5 G‬א&‪A 6$##1 #2‬‬
‫‪V#‬ن‪1‬א‪+'ًD& Y‬ن"ً‪F3y‬א‪E£lG‬ولن‪KA2¢#‬א‪ b‬‬
‫א‪ًUaq1G‬א‬
‫א‪$1j‬א‪r a‬نא&‪ #2‬אא‪ bR‬وא‪ 5‬وא‪ Y+' 'G‬‬
‫و‪.5+'ًD&Y‬א‪،*"12¢U،Q:5 5OM‬و‪`#‬و'‪p1‬א‪%#‬‬
‫א& ‪ p‬؛‪j‬نא‪D_:5 G‬د‪'T‬ن‪ V#‬א‪U‬ذ‪، 61 B!$ *1‬و ‪U(2‬‬
‫'‪( 61 B!$ _D6$‬א&‪%، #2‬א‪¤gN(26‬ن'‪$:‬א ن‪2¢#‬‬
‫‪%ً9،fBKETan,1985,.p150;Reardon,1981,142F‬א&)‪1GT‬ن‬
‫\(א‪ G‬‬
‫‪#‬א‪*5D‬א ل'‪+‬نא‪Q:5 G‬א‪zSG‬ول‪،‬و‪()'r$ Y$T) Q‬‬
‫‪*5D‬א ل‪$&Dr&1‬א]‪+D#$‬א‪Q:5 G‬وא‪%،: SG‬א & ‪r‬ن‬
‫א‪(!48S‬א&‪ #2‬א‪ًUaq1Q5‬א؛ ‪j p‬نא‪%4Q:5 G‬אא‪e¥‬‬
‫‪+'$#$‬אא‪k$1+'A8&M‬و‪T1ke‬א‬
‫א‪، '@DZ‬و‪&YT1‬א‪-‬א ل‪%1،‬א ‪[' 6RZ‬אא‪ TUV‬‬
‫‪Q:5 5{ #‬א ‪4UVP‬א [‪$w A 1،Q5'V‬א‪?Y‬א‪.%،4V‬‬
‫‪ 26‬ج!وא‪ K26} bR‬‬
‫א ذجא א א‬ ‫‪١٥٨‬‬
‫‪ -٢‬اﻟﺮﺳﺎﺋﻞ ذات اﻟﺠﺎﻧﺐ اﻟﻮاﺣﺪ وذات اﻟﺠﺎﻧﺒﻴﻦ‬

‫אذא‪-‬א ‪8‬אא‪.5Q،$‬אא‪261%# M‬א‪rG‬‬
‫א‪-'5G‬א‪$#zM‬و‪) 2B‬لא‪RG‬عא‪gG‬و‪& ،o‬א ذא‪-‬‬
‫א _‪C5D‬ذ‪1‬א!א*א‪ًs#1%1T$#zG‬و‪4‬א‪ASP ?Y‬א!א*א‪sG‬د‪f'T‬‬
‫د‪2s‬و‪ K$&P‬‬
‫א‪zS‬אلא‪$#E%‬و!‪sP#2#-&-‬א ‪$‬א'‪A‬؟و' ‪C‬؟‪A +'( K‬‬
‫‪ 2 u $B‬ل‪%‬אא‪RG‬ع‪،‬ن‪ 5D‬א ‪$‬אمذא‪-‬א ‪8‬و‬
‫ذא‪-‬א _‪$ #‬و ‪W3C5DTU1 B!$‬א‪Q:5 G‬وא‪G‬وא‪RG‬ع ‪ ،ASP‬‬
‫ &&‪$:‬م‪!y(Q5#6‬א*‪*5D‬א ل‪%4‬אא‪RG‬ع‪ W‬‬
‫( ‪sP#‬א ‪$‬אمא ذא‪-‬א ‪8‬אא‪V#'$&D$‬نא‪U!2‬‬
‫‬
‫' ‪،(5‬ون‪A5‬دونא‪، G‬و‪V#'$&D‬نא‪!yf'ًP9 '!2‬א*א‪ G‬‬
‫و‪، 2'nP #‬و‪$ S ً s#‬مא ذא‪-‬א ‪8‬אא‪fY '$&D$‬ن‬
‫‪ #‬ضא‪E5!2‬א‪$ S 1،3‬م‪%‬א‪-‬دون"‪ '$ &D-.‬‬
‫‪V#‬نא‪RG‬ع‪ً6@3‬و‪،ً$B‬و‪%‬א د!אً'‪V#‬ن؛ذ‪j.‬ن‪()G‬א!א*و‪-2B‬‬
‫)‪T$&P'r3‬و '!‪،EBettinghaus,1980,p.143;Tan,1985,pp.164-165F \ R‬‬
‫‪OZ‬א‪Uaq$# '$&D، p‬אً'‪ً Yz‬و‪ً#‬‬
‫‪V'Z‬نא ‪$‬אم‪%‬א ‬
‫‪ KEReardon,1981,p.142F‬‬
‫‪sP# (k‬א ‪$‬אمאذא‪-‬א _‪V#'$&D‬نא‪!2‬ذא‪D(5‬لوذא‬
‫ذ‪*1‬وא‪sP#1،{R‬א ‪$‬אم‪%‬א‪V#'$&D :#g‬نא‪RG‬ع‪،ً$B‬و‪'$&D‬‬
‫‪fY‬ن‪ #‬ضא‪!¦!2‬א*א‪،r3j‬و‪sP#.%1‬א ‪$‬א'‪-ًs#-2‬‬
‫‪ R!'i '$&D‬א‪E!2‬א‪$ G‬א‪، #‬و‪V#'$&D‬نא‪ً6!D!2‬‬
‫‪RG‬ع‪ KETan,1985,p.165F‬‬
‫‪١٥٩‬‬ ‫א ‬
‫‪!r#‬وس‪،ERoss,1986,p.152F‬ن‪5‬ذא‪-‬א _א‪WI‬א ‪ W‬‬

‫اﻟﻤﻮﺿــﻮﻋﻴﺔ‪ LWObjectivity‬زאذא‪-‬א _ ‪ DRG‬א‪C5D &G‬‬ ‫•‬
‫سא‪ 'j‬وאא ‪،‬ونא‪G‬א‪ 2B(:‬دونא‪ p (Yr3j‬‬

‫‪ $5‬وא[א‪ K$‬‬
‫وﻗـﻒ إﺻـﺪار اﻷﺣﻜـﺎم‪WSuspend judgment‬א د‪+D‬אذא‪-‬א‪ wZ‬‬ ‫•‬
‫א‪n5Q26، YP‬א[‪$ S1،.‬مא¨א ‪O6‬א‪ K R‬‬

‫اﻟﺨﺼﻢ ﻏﻴﺮ اﻟﻤﺤﺪد‪%n5WNonspecific Opponent‬א!‪ 1O[' R‬‬ ‫•‬
‫'‪f‬א‪YA&: Q26،Q:5 G‬א‪% #W[1A)& ،(I‬א‪:‬א!‬

‫‪ K$‬‬
‫‪4‬‬
‫اﻻﻧﺘﻘﺎد اﻟﻄﻮﻋﻲ‪f6$WCritical Willingness‬א‪'(: Q:5 G‬א‪،APY‬وא‪ %3j‬‬ ‫•‬
‫א ‪،! D‬و‪-2B‬א&)א‪ Kr3j‬‬

‫اﻟﻠﻐﺔ اﻟﻤﺆﻫﻠﺔ‪%4WQualified Language‬א&‪+' D‬א‪$ #‬א‪G‬‬ ‫•‬
‫‪+D‬א‪4 tG‬א‪G‬א‪Y‬وא ‪$‬אمא[א‪+D$ #1،$‬א‪4 tG‬א (‪ K‬‬

‫‪8‬‬
‫اﻟﺤﺴﺎﺳﻴﺔ ﺗﺠـﺎﻩ اﻟﺠﻤﻬـﻮر‪~V#WSensitivity Audience‬א‪ SA5!G‬‬ ‫•‬
‫א ‪ #%t‬א‪،T$G‬א‪+'25DM‬א‪،!2‬ودאً'‪4%3q#‬א ‪! D‬‬

‫א ‪-6‬א‪Y 5#$‬ن‪ KA5!#‬‬
‫اﻟﻤﻨﻬﺞ اﻷﺧﻼﻗﻲ‪$:#W‬مא‪%4G‬א‪،‬و‪ 2B‬א&)א‪V[ r3j‬‬ ‫•‬
‫'‪ً6O'،QDR‬نא‪ K 5D s6Q 'j‬‬

‫‪ -٣‬ﺗﺮﺗﻴﺐ اﻟﺤﺠﺞ واﻟﺒﺮاﻫﻴﻦ وآﺛﺎرﻫﺎ‬
‫|‪4&a$‬א&‪ g:‬א‪+D : S‬אذא‪-‬א ‪8‬אא‪$‬وאذא‪-‬א _‪،‬‬
‫‪$‬و!א‪ b‬ل‪1% 2#‬و ً‪4‬אذא‪-‬א _؟ ‪1%‬א‪E‬‬
‫א‪!G‬ضو ً؟و ‪1%‬א‪E‬א‪$#zG‬و ً؟ ‪( 2‬א‪ D& -&- b‬‬
‫א ذجא א א‬ ١٦٠
up]‫א‬Uaq 6،A6fRM‫א‬ASP fYG ( 22&V‫و‬،2Yr$'‫و‬upl]‫א‬

fRM‫א‬up]‫وא‬،PrimacyE #‫و‬j FCS#'‫ ؟و‬#‫א‬$‫א‬4fRM‫א‬
&#!‫ع'_و‬R'+D $b ‫ن‬،‫ل‬G‫א‬C5D ‫!د‬56KRecencyT3q '
‫ن‬Q:5 G‫א‬+'$# E%‫&א‬#!fs +#q6،_ B-‫! ذא‬n#9+DA gtkB‫و‬
.‫ذ‬، 52?S‫אل‬zS‫אא‬%C5D BZ‫ ؟>نא‬#2&‫א‬4‫ ؟>م‬#‫א‬$‫א‬4‫؟‬A:& #
، 5n S‫א‬Q:5 G‫א‬ª1TU1r3'‫א‬DC5D$ %8O‫ א‬5D‫ن‬
E!fR‫نو‬6،nS'E!‫!دون‬2‫نא‬V#'$&6KA‫ع‬RG‫ א‬r$'‫و‬
!2‫نא‬،ً s#، b‫ ?א‬a‫و‬،Q:5 G‫א‬C5Dً‫א‬Uaq1‫ن‬V#ً ‫و‬G‫א‬
+'A 6، Y‫א‬$G‫א‬8eG‫א‬ET$[ ‫'!ض‬U‫ًو‬:6‫ن'א‬V#'$&D
C5D،& #‫ن‬Q:5 G‫א‬+'G‫א‬$##E%‫א‬E‫و ًא‬1%#‫ن‬A5DUaq 5s6j‫א‬
KERoss,1986Fr3j‫ א&)א‬2B A #‫ن‬
4‫ ؟‬#:‫א‬up]‫א‬fs +#‫אلل‬zS‫א‬$‫אא‬8 ‫א‬-‫אذא‬4!‫و‬$#
U?‫אل'زא‬zS‫אא‬%C5D BZ‫نא‬$& ‫ ؟‬#2&‫א‬4‫אم‬4‫ ؟م‬#‫א‬$‫א‬
f9YQ5DV[ }‫و‬-Q$V[ ‫لو‬:‫א‬+V+V‫و‬K 61 B!$ bR‫وא‬
QqM‫א‬.5+'11%‫و‬25( # #‫א‬$‫א‬4QqM‫א_א‬v‫وא‬up]‫نא‬-
KETan,1985,p.164F‫א‬4QqM‫א‬+'s6‫ن‬V!‫و‬$ M‫ وא‬#2&‫א‬4
‫ اﺳﺘﻤﺎﻻت اﻟﺮﺳﺎﺋﻞ‬:ً‫ﺛﺎﻧﻴﺎ‬
T!$:‫א_وא‬v‫ & جא‬6_'‫ع‬R'‫ل‬+#3‫&عא‬Y$# '$&D
8S.‫وذ‬،3Y'+'5 N‫ن‬v‫نא‬6fg ‫و‬،‫ل‬: '-aC5D
ًVS '‫ن‬V#'$&D-‫ل‬G‫א‬C5D-Q:5 G6KG‫!وא‬2‫عوא‬RG‫א‬
+'UV‫& جא‬G6،G‫ !א*א‬S1'A‫!א‬y‫و‬،EYV[ A‫«!א‬
2SP *‫ !א‬+'z#Q:5 G‫نא‬C&،{be}V‫وא‬،Q:5 G‫אא‬%‫&ع‬YZ_‫א‬v‫א‬
١٦١ ‫א‬
_‫ ! ج א‬،TU1_‫ ج א‬G6،G‫א‬2 +'z#M‫א‬

K‫א‬%V‫و‬،‫@ق‬9Z‫א‬C5D
+'‫ن‬V #-aZ‫نא‬q #$]‫א‬-#)&‫')(א‬nP ،Larson‫ل !ن‬:#
M‫א‬-‫א‬Ut ‫א‬
8&'V[ 2B`'‫د‬:#،ng&G‫وא‬$‫?א‬W_5'D
‫ ج‬،r3‫ن‬4‫و‬K1 ‫ جد‬،‫ن‬j‫ א‬4KG‫א‬2 8g#
KELarson,1986,p.146F?ng&G‫א‬+'"
Evidence‫ اﻷدﻟﺔ‬-١
‫ل‬:‫&א‬+V‫و‬KTvI‫وא‬-‫دא‬2[‫وא‬n:]‫א‬4b& ‫®د‬T)&‫ ?א‬1
-a4G‫א‬$DSM‫א‬-'5G‫א‬1 D&YZ‫אא‬4 ‫د‬j‫نא‬،&
، 5:‫ وא‬P9‫אא‬W‫_و‬D ?|&&V‫و‬،$1q‫و‬A#!
K P# ‫وאא‬
‫ل‬$"C5D‫نא م‬1QRG‫نא‬:‫א‬+'-&SI‫ א‬#‫א‬$ 4
P# ‫א‬- ‫אمא‬$
‫א!א‬$:'‫و و‬K ‫א‬4- ‫א‬
P9‫א‬- ‫وא‬،Rational 5:‫א‬- ‫ق _א‬P‫وא‬،Fear Appeals
!ay ‫?د!א‬Y6 P# ‫א‬- ‫!א‬ay ‫وسند!א‬2p& 1%#KEmotional

KEBettinghaus ,1980,p.145FKr3 ‫א‬E
r$ P# ‫א‬- ‫&?د!א א‬D :Fear Appeals ‫أ( اﻻﺳﺘﻤﺎﻟﺔ اﻟﺘﺨﻮﻳﻔﻴﺔ‬
-B!$ -‫!א‬$‫א ?א‬1K-15S‫وא‬-ª ‫א‬UtC5D\ #Uaq ‫א‬T!$:‫א‬
()'r‫و‬،.‫ (ذ‬#C '‫و‬2'‫א‬$ ‫א‬sP#M‫ א‬P# ‫א‬- ‫א‬
4-
‫א‬%T!$:'r$'4az'‫א‬D.&‫ن‬،ًS ، #$]‫א‬-‫!א‬$‫א‬
‫ل‬:‫א‬+V 'DT! A ‫ن‬r#K# ‫(א‬p+'k5gG‫!א‬$:‫א‬4‫و‬،Uaq ‫א‬
.5+'-ª ‫א!א*وא‬Ut4ً‫א‬Uaq1 $ G‫ א‬P# ‫א‬- ‫نא‬
‫א ذجא א א‬ ١٦٢
1 ‫ א‬P# ‫א‬- ‫نא‬r#1،A 55Y‫و‬# ‫ א‬D- ‫א‬

‫و‬،APR‫و‬n5:‫א‬5YQ:5 G‫نא‬V#'$&D Ps‫ وא‬g G‫א‬+'Uaq ‫א‬4T!$Y
‫א‬Uaq‫ن‬V#،ًs#‫و‬K$#$2 ‫אא‬%+D_UA q Q:5 G‫[א‬# '$&D
T‫د‬$¥‫ و‬bR‫نא وא‬V'$&Dr3j‫א‬- ‫א‬+'1# ‫ א‬D
‫ع‬RG‫[نא‬#‫ًو‬:5YQ:5 G‫نא‬V#'$&D'KETan,1985,P. 165F2D‫א‬2S#‫و‬
v1\Qt#+A ‫و‬، ‫א‬%\‫ ض‬#+ًA 6T$[ A n5 #
K‫ل‬G‫א‬C5D،p& SP4G‫א‬6& ‫ א‬#)
f ‫א‬4WEmotional & Rational Appeals ‫ب( اﻻﺳــﺘﻤﺎﻻت اﻟﻌﺎﻃﻔﻴــﺔ واﻟﻌﻘﻠﻴــﺔ‬
،25D‫&ع‬YZ‫א‬Q `1O - ‫א‬%C)|$+#[‫نא‬:‫א‬+'U3j‫א‬
8S‫_ننא‬#،_:5 G‫א‬-ª‫!א*وא‬yUt4Uaq B!‫د‬42& ‫ق‬P‫א‬C5D‫و‬
،$ ‫א‬1aos#8#A _‫ *א‬zi[ 1 ‫د‬#$Y.‫ذ‬4
P9D‫ن‬V$Y 5:‫نא א‬1، :g&'‫ن‬V$Y P9‫نא א‬V
KETan,1985,p.161F
‫אدون‬$$B‫א‬+'f& 5:‫ وא‬P9‫א‬- ‫א!طא‬+V
‫אم‬$ ‫א‬#،."‫دون‬،-‫*א‬Z‫موא‬Y!j‫אمא‬$ 6،V'V[ r3j‫א‬
G‫مא‬$ S#'$&D bR‫ وא‬P9‫א‬- ‫א‬$.%1، 5:‫א‬- ‫א‬
C5D‫ د‬D ‫نא‬r & ‫و‬، #‫ وאوא‬:‫א‬C5D$ M‫ א‬S Z‫ א‬5'j‫!א'وא‬$‫א‬
C5D‫و‬، ‫ص‬I‫عא‬RG‫א‬C5D$ #r3j‫א‬+'1- ‫א‬+'‫ع‬
k[‫وא‬T G6K ‫א‬A6E%‫نא‬VG‫?وא‬Y‫א‬C5D‫و‬،i$2 SG‫!א‬2‫א‬
*‫ل [א‬DB!f&:‫ن‬-‫ذא!د‬. ‫و‬، '‫!א‬$‫אً א‬aq1‫ ن‬V#
١٦٣ ‫א‬
C5DTU1 B!$ $ M‫ א‬5:‫אא‬C5D‫ د‬D ‫א‬.5DQt&6_'*Q"

K9‫و}אא‬،‫م‬Y!j‫א‬
Types of Reasoning‫ اﻟﻤﻨﻄﻖ وأﻧﻮاﻋﻪ‬-٢
61 ‫د‬$ $Y& 1،TU1‫ن‬4fP& $Y$ ‫د‬j‫نא‬."
eC5DA!$Y‫و‬ng&G‫ز א‬v‫א‬%،A6+#3‫א‬f&: ‫ن‬$# ‫ع‬R'V
،ENelson,1984,pp.154-156F‫ ن‬S5 1%#1ng&G‫( אعא‬+'‫و‬K ‫د‬j‫و&)(א‬
WQ5#1Q
k5j‫אא‬%‫م‬$ S 'ً‫א‬U1WCause - to – Effects ‫أ( اﻟﺴﺒﺐ ﻳﻘﻮد إﻟﻰ اﻟﻨﺘﻴﺠـﺔ‬
.‫ذ‬A&Du &#*Q[‫אא‬%‫{ن‬R&6،+#3¦&9$&D‫ و‬eI‫&א‬#‫د‬4
K+#3‫א‬f'‫א 'אدق‬A&Du &#A&#$(5SG‫نאعא‬،ً@'‫ل‬:&6K'j‫א‬
،2 ‫(ون‬2‫!א‬y$1q ‫و‬¥4 :#g‫א‬%‫&ع‬YZ‫لא‬B!qp5#'ً‫א‬U1‫و‬
fg S & 6، ¤S‫!א‬ay‫و‬-‫!א‬$G‫لא‬،‫ل‬G‫א‬C5D، 5c( '$&D
،-‫!א‬$G‫א‬%Q92S#M‫א‬u &‫{א‬R &#$6‫ א‬M‫د א‬j‫مא‬$: ‫ن‬
E‫د‬z#1،‫ز‬$#Z‫ ضא‬eZ‫ א‬Z‫א‬n#9+D-‫!א‬$G‫א‬Q9E‫د‬z#،ً@6
&26، S&‫ وא‬#$S‫ وא‬5:‫א‬r:‫א‬4R‫ و‬2[‫אنא‬$:6-‫!א‬$G‫א‬Q9
Q9 '‫زو‬$#Z‫ _א‬9! ‫ א‬Z‫א‬-Y@‫مא‬$ S#‫ن‬A V' G‫א‬
‫ون‬،Q9 ‫א‬$ ‫و‬YQ9 G‫א‬-‫!א‬$Y_ ‫!ن‬:#‫ن‬A V' ‫ن‬1،-‫!א‬$G‫א‬
4T!$YA&'Y‫ א‬1+‫_و‬9 G‫א‬UA@'‫ز‬+' f'Q9 G‫!ن _א‬:#
K‫א‬%V‫و‬،(2 !:G ‫{؟‬e1‫ن؟و‬11Wً@' ‫!א‬$‫אوא‬
k5j‫אא‬%‫م‬$ S#WEffects - to – Cause ‫ب( ﻣﻌﺮﻓﺔ اﻟﻨﺘﻴﺠﺔ ﺗﻘﻮد إﻟﻰ اﻟﺴـﺒﺐ‬
!a‫ א‬%‫`و‬D(a،ً ‫!و‬a‫وא‬u &‫א‬+D $b ‫א‬n#9+D.‫وذ‬-ًs#-
(a،‫ز‬$#Z‫ _ضא‬G‫دא‬$D1%#‫ ن‬5]‫'(א‬fg S#،ً@6K_'8S
‫א ذجא א א‬ ١٦٤
+' D°2)#‫ون‬K-‫!א‬$G‫א‬Q98S ‫ض‬G‫(א‬2 e+' S 1%#

،26‫א‬9-$ 26TY #[ 1(2'SB?be$Y‫"صو‬j‫א‬
‫ !ن‬1%#،-‫!א‬$G‫א‬Q98S‫{نא‬R55 p &‫א‬%%3q#(a
4$‫وא‬8S p &‫`وא‬D4G‫א‬T!$Y‫م‬$D4`1O#k5j‫אא‬%R‫ن‬
KELarson,1986,P.155FK‫אل‬j‫')(א‬
،-‫"!א‬Z‫א‬+'ً‫دא‬$D_#‫ ن‬5]‫ول'(א‬،&WSigns ‫ﺟـ( ﻓﻦ اﻹﺷﺎرات‬
:#g‫א‬%±@ '،ً‫ دא‬،\@3+' &' #2 ‫ل‬e‫(ولא‬a
B!$، n5 M‫א‬.5 e3، S‫א‬W:‫א‬4‫م‬$ S
&'-‫و"!א‬،Clues-b5 ‫{وא‬PG‫ א‬f²$#Eb ‫א‬
، bbe :#g $b ‫א‬fg S# ‫و‬،A6‫א‬9‫د‬P‫نא‬$،ً@6K:‫א‬
$Y-‫"!א‬Z‫א‬%+'،‫ل‬G‫א‬+Dً‫دא‬b#A ‫و‬،`1O‫א‬fg S# A 1
K-‫!א‬$G‫א‬C9 #‫د‬P‫אא‬%‫ '& ن‬p
f *‫א‬: ‫د‬:G‫א‬WDeduction & Induction ‫د( اﻻﺳـﺘﻘﺮاء واﻻﺳـﺘﺪﻻل‬
- & ،‫ ل‬G‫א‬C5D، 'Du C TUt‫א‬-¤#`‫א‬
+'TO6$ ‫د‬61‫ ن‬$B‫وو‬،µ‫د‬6١٠٠{٠٠٠:&-‫!א‬$5_9 G‫א‬
ً :'‫ن‬V#$&D،A6‫א‬94‫ش‬D k#-‫&א‬٥:&-‫!א‬$5A9
K‫ش‬D ‫ ن‬#-‫!א‬$G‫א‬Q9 '‫ن‬W‫ل‬:‫א‬
&#$? 1،ً@6K‫ص‬I *2 ‫* موא‬$‫א‬A ‫د‬:G6‫ ل‬$ ‫'א‬
(‫(و‬26‫א‬9-‫!א‬$G‫א‬C5D_&'$G‫א‬f‫دن‬P'، 'D 9 p
k[& #¸!$&6‫؛‬+'$G‫א‬k[‫ א‬8# i‫א‬9j‫ونא!شא‬،k"
K-‫!א‬$G‫א‬Q9C5D+'$'k[‫אא‬%W p && 6A6‫א‬9
١٦٥ ‫א‬
‫ن‬V' WReasoning from comparison ‫ﻫــ( اﺳــﺘﺨﺪام اﻟﻤﻨﻄــﻖ ﻋــﻦ ﻃﺮﻳــﻖ اﻟﻤﻘﺎرﻧــﺔ‬
‫א‬%‫و‬،ng&G‫ אعא‬+'‫&ع‬1، !:G‫אمא‬$ ‫@' א‬DZ‫ א‬#D ‫א‬-@]‫א‬Q'
‫ل‬e‫א‬G‫א‬Qt # p ‫ل‬e53y*Q[ *Q" !:'C5D$ #‫א&ع‬
-‫אن‬-{S#، V#'j‫א‬T$b G‫א‬-# ‫ א‬e3‫و‬،‫ول‬$‫ א‬QP6،2
n#9+Dr3 5S A 5 !:+5G‫مא‬:#،‫!ن‬:G‫@نא‬DZ‫אمא‬$
(9f'![ ‫وא‬2 ‫('[و‬9EV‫א‬F 1"‫!ن‬:ً@6،{#‫א‬2¢‫א‬1‫ذ‬
+'ًY‫א‬%'%‫و‬،ً‫א [!א‬1V‫نא‬W p ‫وא [!؛‬EQS‫א‬F
!:{S# ،ً: V#'4.‫نذ‬11،r3‫دول‬4‫א‬%V‫و‬،QS‫א‬
r3 1!'‫ و‬1!'_ !:G‫نא‬V'Z +V‫و‬،{#eV[ r3 1! 1!'
4$[ 1،s6j‫א‬QA 5‫ ن‬p +5G‫א‬،( ‫א‬1‫دونذ‬
‫دون‬+'3y‫و ع‬Pert Plus}5 -U '"_ !:G‫א‬4ً@'E‫د‬S‫نא‬#`P5 ‫א‬
3y‫*و‬Q"_ ‫!ن‬:#‫ن‬-@]‫ '(א‬Dg ‫ن‬6&+'‫و‬، 1!'
K2 !2‫&عא‬Y48# p
‫ أﺳﻠﻮب اﻟﺼﻴﺎﻏﺔ‬: ً‫ﺛﺎﻟﺜﺎ‬

Comprehensibility ‫ ﻓﻬﻢ اﻟﺮﺳﺎﻟﺔ وإدراﻛﻬﺎ‬-١

E\fY ‫ن‬Y 5: SG‫(א‬26 C5D‫*א ل‬5D `1#
4T‫د‬#‫ ز‬5Q:5 G‫(א‬264‫ون‬#(26،A15‫و‬Aª‫א‬Ut A5DUaq
‫نא‬Q5B1%#‫و‬KEaglyQ5B-‫د!א‬4r 1،\YA5DUaq ‫א‬
&pp‫ و‬$Y!$#Q:5 G‫نא‬Q:5 G‫א‬Y+' 1!$G‫א‬U‫' و‬2PG‫א‬U
ns [A ،2 aq #+A 6Q ‫و‬،AD&YZ2'$ S M‫א_א‬v‫وא‬
‫א ذجא א א‬ ١٦٦
S1' :#g 22P#،!،A ‫و‬،3y*Q"+Db#‫و‬2&D$ 6، ‫א‬+'

KETan,1985,P.158FK$# G
Q:5 G‫א‬% #$Y (P' !&-‫ ز‬-2#$‫و‬2$Y--#)&‫وא‬
(PG‫א‬%،A 2BG‫אא‬+'A6Q ‫`وج‬Bb12‫و‬$
WQ 1Q‫ و‬: ‫(א‬PG‫ (א‬i
Q
:5 G‫منא‬2PG‫אא‬%{R#WSelective exposure ‫أ( ﻣﻔﻬــﻮم اﻟﺘﻌــﺮض اﻻﻧﺘﻘــﺎﺋﻲ‬
‫ ن‬،4G‫א‬A ‫و`و‬Aª‫وא‬،A'f'nP M‫א‬-'5G‫ ض א‬#
KAª‫א‬NA $: #'V‫א ض‬+D‫ولא د‬Q:5 G‫א‬
‫ن‬j‫א‬+'U14‫د‬P‫نא‬.‫ذ‬،E:‫א‬n#v‫א‬.‫ذ‬A$#‫م‬2PG‫אא‬%
¹ .‫ذ‬i# ‫و‬، R!'‫م‬AT$#z' ‫ ?א‬1‫ً'ذא‬:S'‫د‬$‫ن‬fg S#
Q:5 G‫א‬iDC A ،ًs#، #$]‫ א‬b‫د?א‬1Kً56‫ (א ض‬#‫ن‬$
A T!‫و‬s # ‫א‬% 26،Aª‫وא‬A‫ !א‬R!'\‫ ض‬#M‫نא א‬
\@3+'M‫ א‬eI‫א‬-P‫א‬+'UV‫א‬.&‫ن‬2&p #i
‫א‬%‫نאא‬kYj6KA'$D+'\Q:5 G‫ ضא‬V'r$'‫د‬$b
‫ن‬1%#KQ:5 G‫א‬2&p #+،Q26O‫א‬f g‫א‬-‫وذא‬،Q:5 G 5‫א‬-‫وذא‬T$#$‫وא‬
{#G‫א‬U![‫وא‬،85ªE%‫א‬6& ‫قא‬P- a+s ‫ ?א‬1‫?ذא‬A
$‫نא‬6،‫ﺑﺎﺧﺘﺼــﺎر‬KETan,1985,P.154F ?K2&ª( #+ 6، $bE%‫א‬
K 55Y ‫د‬Q RP‫א‬%$#zM‫ א‬b‫א‬
،Q:5 G‫مא‬:#:Selective attention ‫ب( ﻣﻔﻬ ــﻮم اﻹﺻـ ــﻐﺎء أو اﻻﻧﺘﺒ ــﺎﻩ اﻻﻧﺘﻘـ ــﺎﺋﻲ‬
Aª T$#zG‫`א*א‬B®¹ A &#‫و‬Qt# A&V‫ و‬5‫ ض‬،&
١٦٧ ‫א‬
?M‫د א‬j‫ א‬.&‫و‬.‫אذ‬$D'‫م ل‬:#‫و‬،A15‫و‬A‫א‬$: '‫و‬

K RP‫א‬%
Q:5 G‫!א‬2‫نא‬A ‫د‬:G‫א‬WSelective Perception ‫ﺟـ( ﻣﻔﻬﻮم اﻹدراك اﻻﻧﺘﻘﺎﺋﻲ‬
$YT$‫ אא‬6، P5 ‫ق‬g 21!$#‫אو‬SP# P5 G‫א‬A@V[
WI‫א‬i@ 3 p ‫د!א‬Z‫א‬4i@ 3 ‫אא‬%KT$DQ '‫אد‬6T$
D B ‫مא‬، SP&‫مא‬، 6‫א‬$‫א'א‬5 p .‫نذ‬1*‫ א‬#U‫א‬
KQ:5 G eI‫ א‬#‫د‬P‫א!א‬$G‫وא‬i!5 p ‫م‬، gº‫وאא'א‬
!2‫نא‬C5D‫م‬2PG‫אא‬%W&#WSelective Retention ‫د( اﻟﺘــﺬﻛﺮ اﻻﻧﺘﻘــﺎﺋﻲ‬
'1CS&#‫و‬A‫א‬$: '‫و‬A'‫و‬Aª‫א‬f'nP M‫א‬-'5G‫א‬:61% #Q:5 G‫א‬
$#q ‫ א‬.&‫ن‬1'j‫ א‬#‫א‬$ f'ESeverin with Tankard,1987,P.154FK2PN
‫ل‬:#،Aber$'‫ل‬V[‫|مא‬TU3j‫א‬-‫&א‬S‫א‬4-$ +V،\Qb‫א‬
azM‫ل نאא'א‬: ‫ن‬fg S +، )b5‫א‬%4?W‫!د‬V ‫و‬+#P
K?$ $#$|( #-'55Q: ‫א‬1% ‫א‬4
B?‫('زא‬PG‫א‬%‫ن‬q ‫!د‬V ‫و‬+#Pf'nP & +'(‫א‬C5D
('C5D‫ن‬¹ ،2 (5S ‫&א‬C&S #C ،-‫ود!א‬1 b
¤2C5Dًe1‫ن‬V#‫ون‬،j‫ضא‬OP#‫@' ن‬DZ‫ א‬#D ‫א‬-@]‫א‬
5]‫א‬C5D(:‫א‬C56‫א‬%K 6$2 SG‫א‬U‫א‬A5!‫ل‬e &G‫א*א‬Bj‫א‬
‫و _א‬A& ‫ل‬b ! P5q ASP i$2 SG‫א‬Q:5 G‫ضنא‬OP#‫ن‬
C5D : ‫(א‬P'‫&ن‬+V‫و‬KA5DUaq ‫א‬2&'‫د‬:G‫وא‬،A 2BG‫א‬
‫مא ض‬2P'26،E٥F V[‫א‬41Q:5 G‫א‬26+b #‫دوא‬V"
+S( 2#‫ ن‬5]‫א‬C5D(:5$ 2g( ‫و‬، B!I‫א‬T‫א‬$‫א‬Q: ‫א‬
‫א ذجא א א‬ ‫‪١٦٨‬‬
‫א ‪@2‬لو‪B‬ذ ‪1،A‬ن‪A5D‬ن‪G ( 2#‬و‪A3‬א‪$'+'W S‬א‪ Y‬‬

‫ود‪ V'&#‬و‪،TY‬و'ذ‪25D(gb #W3+'.‬א‪$‬א!א‪QD6$‬א‪j‬ول‪$ K‬‬
‫ذ‪+'$ .‬א&‪P‬ذ'‪+‬א‪$‬א‪T‬א ‪،‬و‪ 5DQ‬א‪*teZ‬א ‪Q:‬א‪PM‬ض‬
‫‪C5D‬א‪،(G‬אضא‪%‬א‪k‬وא‪[G‬قא‪(#E%‬א‪C5DQ:5 G‬א א‪(a، SG‬‬
‫‪$‬ذ‪C5D.‬א‪(G‬א&‪P‬ذ'‪+‬א‪$‬א‪T‬א وא‪ 5 eI‬א‪Z‬د!אא ‪Q:‬وذ‪.‬‬
‫‪(#$:n#9+D‬אאא‪، Y‬وא‪ 52S‬א‪(2P‬وא‪Z‬د!א‪U3K‬אً‪C5D،‬א‪(G‬‬
‫|‪2P':'(g‬مא ‪1%‬א ‪،Q:‬وذ‪n#9+D.‬אذא‪-‬א م‬
‫א‪،Q S Z‬وא!א] א‪+' #:‬א‪C5DQ:5 G‬ن(‪ KTUY4‬‬
‫اﻟﻤﻔﺎﻫﻴﻢ اﻻﻧﺘﻘﺎﺋﻴﺔ ‬
‫‪ -١‬التعرض االنتقائي‬ ‫‬
‫‪ -٣‬اإلدراك االنتقائي‬
‫ ‬
‫‪ -٢‬‬
‫اإلصغاء االنتقائي‬
‫‪ -٤‬التذكر االنتقائي‬
‫ ‬
‫ ‬
‫المتلقي‬
‫ ‬
‫ ‬
‫اﻟﺸﻜﻞ رﻗﻢ )‪.(٥‬‬
‫ ‬
‫‪v#‬ز‪*5D‬א‪&YZ‬ع»‪Ut ' S‬א‪ -‬ذא‪ 5 Y@D-‬א‪(2P‬א‪2S‬‬
‫‪،Q:5 5‬و‪!D‬א‪(PG‬א ‪، :‬و|‪(g‬א!وא‪e‬لא‪Q:5 G‬‬
‫‪KETan,1985,P. 159F‬و‪%‬אא'‪ WQ‬‬
‫‪١٦٩‬‬ ‫א ‬
‫● اﻹﺻـﻐﺎﺋﻴﺔ واﻟﻘﺮاﺋﻴـﺔ ‪V :Listenability & Readability‬نא ذא‪(26-‬‬

‫ود!א‪£Y+'v1‬א‪8w،Q:5 G‬ن‪V‬ن‪TUY25‬و‪، 52‬و ‪¹‬‬
‫ ‪V‬ن'‪ 5#9-51+‬و'‪'$&D e3،T$:‬א ‪T`2BvD‬‬
‫א‪@DZ‬مא ‪U #$5:‬א‪W' Dg‬א ‪#`P5‬نوא‪Z‬ذא‪، D‬ذ‪.‬نא‪-5V‬‬
‫‪، DS 26L‬ونא‪fg S# Q:5 G‬א‪4$1،2DBO‬א‬
‫א‪، Dg‬و‪4‬א ‪ K? O‬‬
‫● ﺗﻨﻮع اﻟﻤﻔﺮدات ‪C5D8w :Vocabulary‬א‪£lG‬ن‪8&p #‬א ‪V‬א!‪4‬ذ‪1‬‬
‫'‪P‬دא‪، &'-‬ذ‪.‬نא ‪V‬א!‪ z#‬د‪E‬א‪5G‬وא‪+'ps‬א ‪K‬‬
‫وא‪ t5‬א وא]‪ L¼$‬ز `‪(3‬א‪PG‬دא‪-‬א‪ 51$@6،26 D& G‬‬
‫ و\א‪+'UV‬א‪OG‬אد‪-6‬א‪zM‬د‪E‬دو! ‪ K Y$‬‬
‫● اﻻﻫﺘﻤــﺎم اﻹﻧﺴــﺎﻧﻲ ‪ :Human Interest‬א‪:G‬د ‪r$'2‬אلא ‬
‫وא!‪،Q:5 G 29‬و‪:‬س‪$‬لא‪-5V‬وאא[ ‪،26‬و&‬
‫‪Qt&#‬א ‪$‬אمא‪s‬א[ ‪،‬وא‪-5V‬وא‪*¢j‬א‪+' #:‬‬
‫א‪،Q:5 G‬و‪¥‬د‪،"'V[ A a‬و‪ L‬زא‪ t5‬א ‪2!$:‬א‪%4 :P‬א‬
‫א‪x‬ل‪26C5p #D" tQ26،‬א!א] _א‪£lG‬وא‪ KQ:5 G‬‬
‫● اﻟﻮاﻗﻌﻴ ــﺔ ‪ :Realism‬א‪:G‬د‪26‬א‪+D$‬א ‪` 3‬אلא‪،C&G G‬‬
‫وא ‪ D‬د‪C5D‬אא‪ M‬א‪fY‬و ‪ p‬א] ‪+'V‬א‪£lG‬‬
‫وא‪ KQ:5 G‬‬
‫● اﻟﺜﺒـﻮت ‪8w :Verifiability‬ن‪V‬نאذא‪42a+V-‬‬
‫אאא‪،QY‬و ('‪n:| V'+‬ذ‪ S .‬و‪ tE4 2‬‬
‫‪-‬دאً‪B!r '-‬لא‪&YZ‬عא‪،k‬و(‬ ‫‪& ،? 1‬و® ‬
‫‪%+D+#$‬אא‪،!SG‬و‪9P#‬ن‪4‬א ‪ D‬د‪C5D‬א‪-5V‬وא‬
‫א‪ P9‬א‪+V M‬א ‪ K{beV[ 2&'n:b‬‬
‫א ذجא א א‬ ١٧٠

Vًً 5g'?S-‫א‬Ut G‫א‬%‫ًن‬bbe}A 1% ‫ن‬8w
‫ن‬G‫א‬C5D( |-DRG‫و א‬Y‫א‬G‫ن א‬.‫ذ‬،ٍn5 'V‫عو‬R'
_ #Y Y@D.&ً@6،ً P y 1‫!ض'ذ‬$Y،r3‫ق‬9‫م‬$ S#
‫א‬%4‫و‬K‫د!א‬Z‫(وא‬2P‫א‬WN6 e3، ‫א‬W3_ ‫و‬G‫א‬W3
%f'ً w# Y‫א‬$ G‫א‬8eG‫نא‬-‫!א‬$‫{א‬R!sG‫א‬
، 52‫و‬TUY-‫وذא‬، D& '2‫دא‬P'‫ و‬Y‫وא‬1A !‫ن‬E،-‫א‬Ut G‫א‬
8e‫و‬i‫و‬G‫وא‬kº‫א‬G‫نא‬-ًs#-{
R‫אא‬+'A K.‫و'ذ‬
p .‫وذ‬،oR‫א‬.% ?SA !? 1‫ون‬C Uaq ‫א‬A V' Y‫א‬$G‫א‬
- @DZ‫א‬4،‫ن‬j‫א‬+'U14،.‫ذ‬±@ ،Q:5 G‫א‬C5DA "Uaq
TVP‫' وא‬$I‫ وא‬5S‫ ?א‬1'‫ ًذא‬e3، S‫א‬-@]‫ وא‬#!p ‫א‬
‫ع ج ع‬RG‫ونא‬، Y‫! אא‬:G 2@'+D` ‫א‬4 '$:G‫א‬
-‫?ذא‬S،\‫@ن‬DD‫אد‬G‫א‬f5S‫א‬$‫ن‬$$ Y،ً@6،A# ‫א‬+'
A)@ ،A5! 1‫@نو‬DZ‫א‬#|425D‫ د‬D ‫א‬+V e3-Pe‫'א‬
‫@مدون‬1F‫אع‬$I CS#'‫م‬$ S#G‫א‬$‫א‬%، V‫א‬f5S‫א‬4ً‫א‬U1
*¸!$A:#') ‫א‬،EY& '‫@م‬1C ‫و‬،'‫@م‬1FA# ‫وא‬،EC&'
E‫و‬، 9‫א‬Y$5 ‫و‬$‫א‬%{ 6‫`م‬D ?WA‫א‬Lz'$4Q'&‫دولאא‬
!‫א‬$:'{R‫و&وא‬KELarson,1986,p.6F ?Agq‫و‬A&pq‫א‬%$RW"
،#E%‫א‬،' ‫א‬4Q9‫א‬Y$‫א‬u2&G‫ ذא‬A'`D+6،A‫א‬Y4Y& ‫א‬
N+'(gb‫و‬+pSA AY،+#3¦E‫*א‬gD،‫ א]ل‬g
K.‫ذ‬
١٧١ ‫א‬
'$&D t‫ولא‬$‫א‬+'UV‫*א‬D‫אلز‬Y4ً‫א‬U1Y& G‫@مא‬V‫אא‬%$&

'$&D e3،.‫ذ‬A "'‫و‬،k!Z‫ وא‬#]‫نوא‬S Z‫قא‬:+D‫ن‬a$b #
e3،r3j‫ولא‬$ !: '_5SG‫אدא‬6j‫@' وא‬Z‫ولא‬$ !'j‫א‬%
C5DUaq ‫(א‬25 ‫د!ون‬Y*¸‫ *א‬z‫ن‬،‫אد‬6q1‫د‬2‫و وא‬$1‫א‬
'ًU‫א‬%‫&ن‬6D'‫ذא‬، e3،(2PY‫(א‬2D&Y‫(و‬2 "U
، 53
‫א‬$‫א‬2@V[2' ‫وא‬2 '!$Y ‫و‬$‫א‬-@V[G 'U‫ن‬V
K{R‫אא‬U‫`دوجو‬G‫@مא‬V‫ א‬p‫א‬O،26f #M‫& א‬9‫א‬#sY‫و‬
Repetition of the message ‫ ﺗﻜﺮار اﻟﺮﺳﺎﻟﺔ‬-٢
‫!دن‬B ‫د!א‬$& ،2 ¥E‫د‬z# ‫א!א‬V‫ ن‬b‫_א‬
2 ¥:6E‫د‬z# ،' !!‫א‬V‫{ن‬R،Gordon and Holyoak‫وא‬
T$YT*‫א‬Y!‫א‬Vً@6،A2 [#‫و‬ASP 2Y%3q#*Q"1 ،$
‫ن‬+Dًª ‫ن‬V#$Y‫א‬%‫و‬،#$]‫ א[א‬¥W[‫دא‬:#$Y #$ #"
±@ ‫ن‬8w+V‫و‬،Aً¥(a+'‫و‬،*Q[‫א‬C5DًPyW[‫א‬w!‫א‬V ‫אא‬%
E‫د‬z#UV‫א!א‬V ‫نא‬.‫ذ‬، '‫و‬،‫ل‬$ 'V[ ‫ن‬V#‫ن‬8w!‫א‬V ‫نא‬
4‫אط‬6Z‫ א‬p ‫ن‬A‫د!א‬r$4MilleroO:#‫و‬،V‫א‬Q ‫مو‬qS‫א‬
‫ض‬DQ2 &#'$&D‫و‬،?Yz'V[ QSV‫א‬Uaq ‫א‬E‫د‬z# 5‫א ض‬
KETan,1985,p.154FK2#‫و‬D‫ ود‬5Q:5 G‫ א‬:6‫ 'א‬5D‫د‬T‫د‬$¥TOP ‫א‬
Methods of organizing‫ اﻟﺮﺳﺎﺋﻞ وﻃﺮق اﻟﺘﻨﻈﻴﻢ‬:ً‫ﺛﺎﻟﺜﺎ‬
W 5] eI‫ن &)(אא‬fg S 2 g‫ق א‬9T$D.&
Chronologically ‫ اﻟﺘﻨﻈﻴﻢ اﻟﺘﺎرﻳﺨﻲ‬-١
56،-!g‫و‬A6?a$E%‫א‬QN! ‫א‬V[‫א‬C5D ‫א‬$j‫א‬8A6( #
!g ‫א‬8SA&D $b ‫ &ن‬V'6، V5G‫א‬4‫א ل‬+D $b ‫!د ن‬
‫א ذجא א א‬ ‫‪١٧٢‬‬
‫א !‪+D $b &6،QN‬א ل'&‪$2D%‬א‪$D.5G‬א`‪C `#‬א‪?Y‬א]‪4R‬‬

‫‪3$2D‬دمא]'_א[‪_P#‬א‪$D.5G‬א¼‪ K‬‬
‫‪ -٢‬اﻟﺘﻨﻈﻴﻢ ﺣﺴﺐ اﻟﻤﻮﺿﻮﻋﺎت ‪ Topically‬‬
‫& ‪C5D&5!()&4`1‬א &‪-P‬א‪ 6G‬א‪R eI‬عא]‪QP6K 5‬‬
‫'&א‪SYC5D`1 $Yn S‬مو"‪V‬لوא لو א‪+D $b &62D‬‬
‫א لא[‪،Q‬وא لא‪،EU‬وא لא &)‪،Q‬وא ل‬
‫א‪،QD‬و‪%V‬א‪KK‬و‪%‬א ‪fg S & #‬ن ‪s‬א &)(א !‪K\QN‬‬
‫‪%&'V"1+D $b &6‬א‪$‬א‪ #‬و ‪C‬א&‪ K #2‬‬
‫‪ -٣‬اﻟﺘﻨﻈﻴﻢ ﺣﺴﺐ اﻟﺤﻴﺰ اﻟﻤﻜﺎﻧﻲ ‪ Spatially‬‬
‫و&‪()&( #‬א‪8S‬א]`א‪5 ) 56، $b5Q VG‬لא‪،n S‬‬
‫‪V'Z6‬ن‪n9&'8SAS:‬א‪+D $b &6، V5G‬א ل‪4‬א‪Wn9&G‬א[‪، Y‬‬
‫وא‪، t‬وא[ ‪،‬وא& ‪،‬وא‪،Cg‬و'ذ‪ K.‬‬
‫‪ -٤‬اﻟﺘﻨﻈﻴﻢ ﺣﺴﺐ اﻟﻤﻨﻄﻖ ‪ Logically‬‬
‫و& ‪()&4$‬א‪C5D‬א@‪-Y‬א‪4 :g&G‬א‪RG‬ع‪8S1‬‬
‫وא& ‪'QP6K p‬لא ل‪4‬א‪V'Z V5G‬ن&)‪8SC5DA‬א‪$ ng&G‬אم‬
‫א‪ :#g‬א ‪W‬א‪ 5:‬وא لא[‪ 5Y،Q‬א‪G‬א!دوא[وع‪4‬و‬
‫א ل‪ Y!،‬א‪ V5G‬אא و א ل‪،$ +D‬א شא]‪T‬א ‪ Y‬د‪ #‬‬
‫و ‪:‬א ‪ K¾KKK &:‬‬
‫‪ -٥‬اﻟﺘﻨﻈﻴﻢ ﺣﺴﺐ اﻟﺼﻌﻮﺑﺔ ‪ Difficulty‬‬
‫&‪()&( #‬א ‪8S‬د!‪ e B‬א‪RG‬ع‪$ 6،‬א‪+'G‬א‪2S‬‬
‫ ‪#C‬א‪? 156، e1j‬א ‪D P1+D‬و‪ 5‬אل'& ‬
‫و ‪+V‬א ‪#`P5‬نא‪5G‬ن‪&&+V6،‬ن ‪- $b‬و ً‪+D-‬א!‪T‬אد‪ #‬‬
١٧٣ ‫א‬
$b (a، '$ SG‫ א‬S‫אنא‬j‫ وא‬5G‫א‬T!‫א‬+D(a،E‫د‬j‫ وא‬j‫א‬F

K‫א‬%V‫و‬T!‫א‬: P1+D
Need and plan ‫ اﻟﺘﻨﻈﻴﻢ ﺣﺴﺐ اﻟﺮﻏﺒﺔ واﻟﺨﻄﺔ‬-٦
-@V[' ‫و‬$] p ،A6 !(2#$‫ن‬VC ،Ut ‫مא‬$D‫א&س‬sP#
og $#G6ً‫ذא‬،2&'W5 ‫وא‬-@V[G‫א‬%] g3 B]‫وא‬
، b‫א‬-‫א‬-‫(א‬S:( #$Y‫و‬، 5gG‫א‬-‫و' א‬،-@V[G‫א‬
]‫مא‬$:#‫ن‬G‫ولא‬.‫ذ‬$ (a، D B ‫وא‬، S‫وא‬، #‫ د‬Y ‫وא‬

G‫مא‬$:#$Y‫و‬K 5gG‫א‬-‫א‬n:|‫و‬، 5V[G‫א‬C5D*s: 5PV‫א‬gI‫وא‬
،‫ل‬G‫א‬C5D، 5S‫ وא‬wZ‫א‬2‫`א‬gI‫א‬+'‫د‬$D_ !:'-ًs#-
‫ن‬#`P5 ‫א‬
T$#$B #`P5T&Y 6R +D $b #‫ن‬G‫!אدא‬
+D $b 6 ‫א‬% +D $b #‫ن‬،ً ‫و‬،A5D8wA 6،E‫د‬S‫א‬
#‫ د‬Y ‫ وא‬6:‫ א‬P&G‫א‬+D $b #$Y(a،-‫&א‬Yf !‫د‬B :‫ א‬5V[G‫א‬
%n:|‫ل‬e5g ‫ א‬5D.‫ذ‬$ ‫ &ول‬#(a،T&:‫א‬%\ D B ‫وא‬
KT$#$‫א‬T&:‫א‬%-5‫و‬-‫`א‬G‫ ض‬6-‫א‬
Psychological organization ‫ اﻟﺘﻨﻈﻴﻢ اﻟﻨﻔﺴﻲ‬-٧
%،Q:5 5 ‫א‬25DC&-‫א‬g3}»C5D()& ‫אא‬%$ #
WQ-‫א‬gI‫א‬
Attention ‫أ( א‬
Need ‫ وא‬B]‫א‬Ek
SatisfactionR‫א‬EB
Visualization# ‫א‬E‫د‬
ActionP‫א‬E
‫א ذجא א א‬ ‫‪١٧٤‬‬
‫ﻓﻲ اﻟﺨﻄﻮة اﻷوﻟﻰ‪8w،‬ن ‪C5D‬سن‪:C5D‬א‪&$[G‬‬

‫و‪: GAte‬ل‪85YA Dg A ،‬א!‪ Y‬وא‪4 bP‬א‪T$#‬وא‪ 5x‬‬
‫و‪Y‬א*‪،3y*Q"T‬و‪"z'Ut‬אאد‪#‬وא ‪#`P5‬ن‪،r3 gº‬و!‪n5t#‬‬
‫א‪2‬ز'‪T‬وא‪،T$‬و'‪C5D BQ:5 5$B‬א‪zS‬אل‪+D‬א‪ '48S‬‬
‫א‪u' v‬وא ‪،‬و' ‪$:‬م‪&DA‬א [‪n#‬وא‪ K ¥ A&p 'A 6،f‬‬
‫ﻓﻲ اﻟﺨﻄﻮة اﻟﺜﺎﻧﻴﺔ‪+'&$ ،‬ن [א‪B Q:5 G‬د'[‪ 5V‬و & جو ‪8‬‬
‫‪،2 '4‬و‪،25B+''*Q"D‬دون אز‪%‬א‪ j‬وא]‪2 ' B‬‬
‫‪ K2 ( 2#+Q:5 G6‬‬
‫ﻓﻲ اﻟﺨﻄﻮة اﻟﺜﺎﻟﺜـﺔ‪،‬وא‪_#،CR eI‬א‪Q:5 5G‬ن‪%‬אא]א‪E%‬‬
‫‪8& C)bA'$:#‬وא‪+'6‬א&‪،op‬و‪A5D‬ن‪C5D+v#‬ذ‪.‬א*‪1‬نذ‪.‬‬
‫ ‪$‬אم א‪-Z‬وא& ‪u‬א‪ b‬א‪M‬א ‪،2e‬م‪n#9+D‬‬
‫ن‪% 5D6‬אא]א‪R'4A:g#E%‬ع'[ ‪A‬و‪%\Q1¥f x‬אא‪ Kf x‬‬
‫ﻓــﻲ اﻟﺨﻄــﻮة اﻟﺮاﺑﻌــﺔא‪،# eI‬ولאن‪!2p5{R#‬‬
‫‪+V1‬ن‪{p&#‬א]‪،‬و‪A5D‬ن‪{R#‬ذ‪،~P'V[ .‬و‪%ª‬‬
‫א‪Tg‬א‪g 6'1Q:5 G‬א‪-‬א]و ‪1Q‬א‪ KAً &¤9‬‬
‫ﻓﻲ اﻟﺨﻄﻮة اﻟﺨﺎﻣﺴﺔ واﻷﺧﻴـﺮة‪(vN،‬א‪(25D8wG‬ن‪p5#‬‬
‫א[‪ 5V‬א‪gG‬و ‪q1،‬ن‪(2&'85g#‬א‪'*Q"D+DV‬و‪q‬د‪KA #‬‬
‫‪ KEBettinghaus,1980,PP.136-137F‬‬
‫ ‬
‫راﺑﻌﺎً ‪ :‬إﺳﺘﺮاﺗﻴﺠﻴﺎت اﻟﺘﻨﻈﻴﻢ‪ Strategies of Arrangement‬‬

‫‪!y()'`V‬א*א_‪O4‬א‪-p‬א &)(‪C5D‬א&‪:‬طא ‪ W‬‬
١٧٥ ‫א‬
A $b #E%‫عא‬RG‫א‬4Q:5 G‫א‬r$ !n5N‫ن‬+'5$ -١

-#)&5& ‫د!א‬4&) 1i +‫و‬،Q:5 G‫א א‬C5D±6‫ن‬A5D‫و‬،A6
KG‫א‬A 2B‫'א‬4Q:5 G‫א‬2 +b # : ‫ א‬5D*teZ‫نא وא‬1 : S‫א‬
‫ع‬RG‫@ل! א‬3+'‫و‬،‫[ق‬G‫@لא‬2 ‫א‬vDQ:5 G‫א א‬k%B‫ن‬V#$Y
KnY$‫א‬i$\‫ وא‬bR‫ אא‬t5‫א‬vD‫ن‬V#1،A S& A ‫و ن‬،Q:5 G
‫ &ع‬Q:5 G‫[א‬#‫ن‬$ ، 5V[G D ‫وא‬Ut ‫א‬4 ‫א‬+'‫ ع‬n53 -٢
1،ً@85g M‫ א‬5V[G‫دא‬B [#‫ن‬+'A$ ‫و‬،Ut ‫א‬4 ‫א‬+'
K 5V[G‫عא‬R'_ ‫و‬A& Y@D‫د‬B Q:5 G‫[א‬#‫ن‬$
!‫{دو‬R‫و‬2"f'2&'W5 ‫ وא‬5V[G‫א@ز' ]א‬gI‫אدא‬$D -٣
K254T$DSG‫א‬4Q:5 G‫א‬
K25‫ و‬O:G‫ א‬gI‫א‬-‫' و אز`א‬$:G‫א‬gI‫لوא‬5]‫! _א‬:G‫א‬-٤
+'$##E%‫א‬AB ‫א‬A ! #2 4G‫مא‬$:#‫ن‬8w -٥
KERoss,1986,pp. 136-137FA6‫{ ض‬R‫وא‬V[ Q:5 G‫א‬

SeQuential-Request Strategies ‫ إﺳﺘﺮاﺗﻴﺠﻴﺎت اﻟﻄﻠﺒﺎت اﻟﻤﺘﺘﺎﺑﻌﺔ‬: ً‫ﺧﺎﻣﺴﺎ‬

'‫אمאא‬$ ‫א‬G‫א‬fg S# &'i‫و‬d‫ و‬Y@3kj p
‫~م‬$Y‫א‬%،Q:5 G‫א‬Y+'‫ن‬D‫ذ‬Z‫א‬C5D‫א]ل‬B+' B!I‫طא‬ts‫وא‬
‫א]ل‬G‫א‬fg S#2:#9+DM‫& א‬G‫א‬-p‫א‬OZ‫&ع א‬YZ‫*א‬5D
W-p‫א‬OZ‫א‬%(+'‫و‬،Q:5 G‫א‬Y+' G‫ א‬p ‫א‬C5D
Foot-in-the-door ‫ إﺳﺘﺮاﺗﻴﺠﻴﺔ ﻣﻮﻃﺊ ﻗﺪم‬-١
A5#‫ن‬fg S#،ً@2ً59Q:5 5‫م‬$: ‫سن‬C5D p‫א‬OZ‫א‬%‫م‬:
G‫א‬A‫م‬$ :#،‫ول‬j‫א‬85g5Q:5 G‫א‬+D%#‫ن‬$ ‫و‬،‫ن‬1‫ج‬E‫ ودون‬2S
‫א ذجא א א‬ ١٧٦
85g‫אא‬%\‫ن‬D‫ذ‬Z‫א‬Q:5 G‫א‬+'fY #‫و‬-5Qj‫א‬i$\‫א‬-Q ‫א‬85g‫א‬

%op&‫"وط‬T$DO'Keef‫م‬$:#‫و‬،Akp ‫א‬G #‫א‬$‫א‬4A&'85l9E%‫א‬
W2+'، p‫א‬OZ‫א‬
C5D‫] ل‬1،‫ول‬j‫א‬85g5‫ن‬D‫ذ‬ÁQB!3#v.&‫ن‬V#¹ -١
K '-«6V'
4 p‫א‬OZ‫א‬% e6?be،ً‫א‬U1A+D%G‫ولא‬j‫א‬85g‫نא‬151 -٢
KTU1op&‫א‬
:6}‫و‬85g‫دא*א‬q Q:5 G‫مא‬Y'‫ذא‬v1 p‫א‬OZ‫א‬%o e6 -٣
KA #‫د‬qC5Dn6‫ذאوא‬
D B‫א‬-Sz'+'!$'$&Dً1 p‫א‬OZ‫א‬%‫ن‬V -٤
KEO'Keefe,1990,p.170F{ ‫א‬i$2 #!ª-Sz'+'}‫ و‬#U3‫و‬
‫ول‬j‫א‬85g‫ _א‬6 &'`‫א‬TOP5 #UaqT!$Y‫د‬B‫مو‬$D b‫?א‬bR‫و‬
85g‫ولوא‬j‫א‬85g‫مא‬$Y6 p‫א‬OZ‫א‬aq‫م‬$D-2d1KQ ‫א‬85g‫وא‬
K_ P5 _ [ Q ‫א‬
، '@DZ‫ א‬D ‫א‬-@c4 p‫א‬OZ
‫א‬%‫אم‬$ ‫نא‬V'Z ،‫ﺑﺎﺧﺘﺼﺎر‬
? a p‫א‬OZ
‫א‬%‫و‬K #UI‫א‬-‫א‬-@n5 M‫א‬.5 e3
‫و‬T!#`5 D$#‫@نو‬DZ‫א‬r 'ً‫א‬UV6، @DZ‫א‬-@]‫א‬4C 2 6
( (: ‫وא‬T!#`‫א‬$ fg ‫و‬،_'*Q"(: D$#‫و‬،:6T$[G‫א‬
Kً@'*‫[א‬1،3‫א‬85g‫(א‬#$:
Door-in-the-Face ‫ إﺳﺘﺮاﺗﻴﺠﻴﺔ ﺑﺎب اﻟﻤﻮاﺟﻬﺔ‬-٢
859(#$: G‫مא‬:#،‫و‬j‫ א‬:#g‫}א‬VDQ p‫א‬OZ‫א‬%
Q:5 G‫א‬6!( #‫ ن‬$ ،%P&C5DQ:5 G‫א‬T!$:'‫م‬$Dً:S'i ،:a‫و‬U1
١٧٧ ‫א‬
4U1V[ 2‫و‬-5Qj‫א‬85g‫א‬-Q ‫א‬85g‫א‬AAB ،A

K‫ول‬j‫א‬85g‫א‬+'A::|
KEnhance Compliance‫ن‬D‫ذ‬Z‫`א‬#`4 :#g‫א‬%T!$Y b‫ ?א‬a$:
‫ن‬.‫ذ‬،T"'‫ول‬j‫א‬$ Q ‫א‬85g‫و א‬$ -ً s#- b‫א‬-$1‫و‬
Kop&‫مא‬$D‫د‬:#$YQ ‫א‬85g‫ولوא‬j‫א‬85g‫ز'& _א‬TO6‫?و‬Y‫و و‬$
‫م‬$Yv1‫ن‬V#Uaq 6،ASP G‫א‬+'_5g‫و א‬$ b‫_א‬.%1
o-‫!א‬$‫?א‬bR‫ًو‬s#‫و‬،‫ول‬j‫א‬85g‫مא‬$YE%‫א‬U3yW"Q ‫א‬85g‫א‬
Kr3j‫א‬-2‫א‬+'1 #UI‫ وא‬D B ‫א‬-SzG‫א‬f' p‫א‬OZ‫א‬%
(2&6،Uaq P1‫ و‬p‫א‬OZ
‫א‬%o[ ‫و‬b‫*א ل‬5D‫م‬Y$:
‫م‬: +b&6،Reciprocal Concessions ‫א د‬- ‫א &ز‬-5D2B!+'
#tG‫د!אא‬Z‫א‬2B!+'(2&'‫و‬،3y*Q" :'*Q"+D‫ &زل‬
A 2+'S#V[ Q ‫א‬85g‫א‬Q:5 G‫!א‬$6،Perceptual Contrast
O'keefe,1990,pp.169-173;Burgoon ) K‫ول‬j‫א‬85g‫א‬f'A !:'8S .‫ ؛وذ‬Y‫אא‬

K(Bettinghaus,1980,pp.153-159
Reciprocal Helping ‫ إﺳﺘﺮاﺗﻴﺠﻴﺔ اﻟﻤﺴﺎﻋﺪات اﻟﺘﺒﺎدﻟﻴﺔ‬-٣
2 ،‫&ع‬YZ‫*א‬5D£Y+'ً‫א‬U12&D#$]‫مא‬$D+'(‫א‬C5D‫و‬
‫ن‬$ 68 W[ 2'-'$3(#$:C5D$ ‫و‬، 5D6 p‫א‬O
‫ص‬I‫&א‬59A&'85g ‫ن‬YADR'4A$DS'( ‫ن‬Qt&#‫א‬%‫ً؛‬59&n:
KEA$DS'$ 6( #‫ن‬Qt&#&59‫ن‬EF
‫אد‬G‫א‬W[5 2'-'$3‫م‬$: ‫ ن‬B]‫א‬4 p‫א‬OZ‫א‬% 5V['+V
-Y@D4ً‫!א‬¥‫ن‬V#'ًA 1،ً‫دא‬6 # $Y‫א‬%‫و‬،A&'85g‫א‬
Kk!Yj‫وא‬،*@'`‫وא‬،*Y$ej‫א‬
‫א ذجא א א‬ ‫‪١٧٨‬‬
‫ ‬
‫ﺍﻟﻔﺼﻞ ﺍﻟﺜﺎﻣﻦ‬
‫א‬
E‫א אنא‬F‫" ! אא‬،‫ ل‬%&'‫ ) (א‬
، ‫* *א‬+‫א‬,)-‫ قא‬/"0 ) 1‫وو‬3456،*7)8‫א‬
G 9:;<:‫ن‬:=>*‫ ل ذ?א‬%&'‫د ) (א‬A ‫وא‬K D+E'‫א‬,)-‫?א‬F‫و‬
W +‫*א‬I‫* **د‬+‫א‬,)-‫א‬J
R‫א‬،Know NothingsL/DM‫ א‬M‫א‬N*+6M‫ذאא‬O< )8‫*دא‬P‫ و‬Q -١
KEHymman and sheatsly,1971F )- 7/+ 70‫א*!*ل‬5%
،Griffths and Kentson‫*ن‬6+‫و‬3+/PT"U‫א‬L‫א‬N: -٢
V
4 +E'‫ضא‬+‫א‬X< Y*<, Z‫א‬,)-‫ قא‬/"0G 9:1:‫ن‬:
KSelective Exposure
‫*ل‬1‫*ن‬6+‫و‬3+/PHymman and SheatslyV 6+\‫^< ]و‬J‫ وא‬-٣
V4 +E'‫دא_א‬Z‫ א‬QV<‫و‬،N": Q‫) ذא‬7E:'0V4 +E'‫ضא‬+‫<)א‬:
K 6‫ א‬7& < P‫א‬561 7&‫و‬4 9‫א‬6/&O< )8 J،Selective Perception
KEGriffths and Kentson,1960F` +a"bًd\eD\Qf&>X1‫ א*א‬9‫א‬
١٧٩
‫א ذجא א א‬ ١٨٠
, Z‫א‬,)-‫א‬h i‫ &*ق‬Q;<:‫ن‬:N:،‫ ل‬%&'‫ ) (א‬-٤

O< )8‫א‬W
dJl:m0;7)6>GruingjE‫و‬PKO< )8‫>א‬X' M‫ مא‬V<
، >‫אو‬L n‫א‬O< )8‫وא‬، * M‫ א‬T1 ‫א‬V<‫) ًو‬4‫دא‬n‫א‬
=>*‫;א‬o M‫א‬OpO< )8‫אًא‬O":‫و‬،X1‫א*א‬q‫ذאא‬O< )8‫وא‬
KE‫م‬١٩٩٣،‫א د‬F
6‫`א‬%+ +1 <,& ‫א و‬XsJ‫ل‬,",)-‫))*א‬%‫ ن‬
5+،‫א‬FAudience Apathy? M‫?א‬OpO< )8‫א‬m0;7&,u‫ ق‬/"0‫*ن‬6ً&
‫د‬,)-‫א‬h im0w‫د‬x&R‫א‬G 9‫*لא‬1ًTy،‫م‬١٩٧٣9 ‫*ن‬6
‫*ل‬zR‫*א‬7)8 ! {‫א‬6/‫^א‬4‫}| א*א‬+‫ ن‬،V +9‫~ ]و‬y
V +M‫ א‬oE‫*نא‬6y‫*ل‬1،‫م‬١٩٤٨ E،,)-‫א‬h i‫دون‬
KEMendelshon,1973F 76/E )-‫);א‬%& ) ‫و‬، 9‫א‬m0
Audience O< )8‫ א‬+‫ א‬-ً q:- Q&:|z E )T‫אא‬
,
ً Jً‫א‬% 6/E )-‫**عא‬M*7)8‫&א‬P‫ند‬01،Receptivity
? <‫ن‬:i،‫ ل‬TM‫א‬9 ،"+‫ א‬EF":*K )-‫א‬h i ً‫ א‬x‫و‬
? <، 7 O +‫א‬76O< )8‫א‬F7J‫א‬F، `>*+&‫ن‬:&XOTO<
/‫א‬VO< )8‫א‬5 n&R‫א‬,)-‫ ?א‬+ 79 **-ًq:-
‫ ل‬/ J،?‫*د)ذ‬7*7)8‫ جא‬+' <‫و‬، ~%%DM‫ د^א‬%‫א‬
E*/ +‫א‬j‫אא‬Q‫و‬،,)} +9, >T:‫*ن‬E*Q،ًq:،X‫א د‬
KEAtkin,1981;Atkin,1985F‫*ص‬%{‫א‬P‫و‬
،*7)8‫א‬N،+‫א‬N*+6‫*ن‬QR‫** א‬M‫א‬OTQ‫ن< ?א‬:
7 /E:‫و‬:،)7&' 7E:*7)8‫א‬N*^ +&R‫א‬,)-‫ ?א‬+،ً/ ~
Kw ‫وא‬X*7‫א‬G\,)-‫א‬T 7+)<x P 1l
١٨١ ‫א‬
J%&‫ دאو‬O+ >‫د‬/‫א‬,)-‫א‬L **5 n+&

J%&‫ دאو‬O&5 n+&1K5 ‫אضא‬w%+‫א‬,uT،XOT
) ‫و‬،X -‫א‬O &‫و‬، ‫و‬M‫*'وא‬M‫א‬L ‫ ع‬+'‫א‬TXOT
K*76 <O&‫و‬: 7&5%( \:?‫ذ‬m0 ‫و‬، ‫) א‬+‫א‬
KEAtkin,1981;Atkin,1985F
‫*د‬P‫ن مو‬: jE‫و‬P?F‫و‬V +9‫^< ]و‬J‫*א‬Q&:‫ن‬J ‫و‬
‫ن‬:'0،lF‫א‬/‫א‬m0 )- w‫د‬x>V +M‫) >א‬-‫) م**عא‬+<'‫א‬
E01، 6/E*7)8‫א‬1 ET:‫**ع‬M‫א‬1 E]، <Q&:‫*م‬
Kh‫و‬nM‫**عא‬M‫א‬561?‫وذ‬،O< )8‫א‬N +‫א‬P‫ `د‬+‫ن‬:Vn‫א‬
XO'*z‫ ن‬7o:، 6‫`א‬%+F،XO"‫*אא‬6‫א‬
:1،, Z‫* *א‬+‫א‬,)-‫ قא‬/"Z 7 )zN‫و‬O< )8‫א‬m0Xo‫א‬
J‫) &*لد‬R‫א‬،, Z‫ א‬o‫ א) ذجوא‬J‫و‬X> ?Q+‫א‬
‫*א*!*ل‬%‫?و‬Bad Guys?(*6 ;7/%&‫و‬O< )8‫א *م א‬lq&Dervin
j‫'א‬05z'O< )8‫א‬F<‫ن‬:‫و‬،‫)د‬+‫*ن وא‬/%+;7E:`‫و‬،;70
‫&א) ذج‬KEDervin,1989F }*< '05p&'‫و‬،‫*ن‬/ +‫ א‬6+‫א‬
The sense Making ;7/‫*ذج" ^א‬W‫ ل‬TM‫א‬9 ،T-‫ א‬o‫وא‬
;7J‫>*אو و‬:‫<) ع‬:‫و‬،*7)8‫א‬w:)<: )+‫و ذجא‬،approach
%D‫ &א‬J%+n/‫و‬، *‫ &א‬- "/‫و‬،+/
KEDarvin,1989,p.84F 7JR‫) א‬+P'‫< وאא‬qR‫א‬4 9*
ً' +E,XP‫*ق‬n&‫ و‬m0،Brenda DervinJ‫אد‬E* &‫و‬

,)- J،69xM‫وא‬:%M‫א‬1، :X8‫א(وא' < א‬U‫ضא‬J
Communication-as-, Z‫^א د א‬F"&8‫א)*ذجא‬561- <-
‫א ذجא א א‬ ١٨٢
X1‫ وא‬+Q‫א‬%‫و‬%M‫*وא‬7)8‫ ! א‬/‫ودא‬-‫&مא‬1dialogue

J%&‫و‬: < ‫א‬O+‫*ن‬Q> )-‫א‬h i‫ن‬:NE ً‫א‬OT‫و‬KKK !‫א‬F/&
KEDervin,1989,pp.84-85FK*7)8‫'ًא‬9M‫א‬
‫و‬:‫ ل‬%&' ‫)*ن‬4 ‫ א‬77R‫*>א‬/‫א‬Xo‫نא‬:j7M‫אא‬F<N )
! ً)4‫*ندא‬Q‫*نن **ن‬x;7 ، %&'‫ א‬69xM‫א‬
R‫& ?א‬qJ‫א‬V< ~‫ *ن‬R‫}}א‬%‫قא‬n‫ وא‬QJ‫نא‬0‫و‬،*7)8‫א‬
xR‫א‬، QJ‫א‬F<OTn"T-‫ |א‬y‫=א‬+ :‫و‬،*7)8‫ א‬79 ]
eR‫" !& ?א‬،*7)8‫א‬N 7 zR‫א‬6Q‫א‬j4 +‫وא‬،9M‫ א‬7
, Z‫* *א‬+‫א‬,)-‫>)=אא‬:W‫ ل‬TM‫א‬9 K ‫}א‬%‫א‬
4‫*א‬J M،V %‫א‬5 -‫א‬7& ‫و‬74 :( n 0m0 7‫& *א‬R‫א‬
KERogers,1983F‫אل‬P,qJ‫א‬V<n‫نא א‬:?‫&ذ‬Q،
R‫א‬O< )8‫م>א‬D+6&R‫ א‬P,‫ وא‬9 )M‫א‬OTQ‫< ?א‬
5R‫א‬،?‫و \ ذ‬،‫جא‬,‫وא‬،w*‫א‬5n‫א‬T، 7 ‫ &א‬7+6+9‫א‬
‫و‬، <4‫*א‬J*7)8‫אא‬F<N`‫;א< و‬7J‫و و‬، 7+9‫ ودא‬7J)+‫א‬
T-‫ א‬J +'‫א‬l 7&qً J+ R‫ א‬9 )M‫א‬F<j‫; ود‬
)، 7+1,!Nl >Q) ‫א‬G +‫=א‬+ :R‫א‬، 7)o ‫א‬
>R‫ אא‬+‫ وא‬9 )M‫א‬ f+‫ ¡وא‬/D+9'‫ مא‬-ًq:-5
69xM‫ א دمא‬7J'P < +wF‫א‬l)+‫?א‬F4‫*א‬J ~‫*ن‬Q&
K‫ وא!*لא‬+‫א‬F7J; ‫ًو‬p‫*ن‬Q ً pwF‫وא‬، %&'‫א‬
‫**ع‬O< )8‫ و&* ^! א‬m0* &T-‫ א‬9‫א& *אא‬F
7+9R‫א‬X4 /‫א‬N‫~ و‬6 ‫**ع‬M‫<)א‬:‫ و& ن‬f‫א‬F<‫و‬، )-‫א‬
KEAtkin,1981;Atkin,1985F )-‫ א‬QJ 7> + ‫א‬
١٨٣ ‫א‬
Segmentation of Audiences ‫ﺗﺠﺰﺋﺔ اﻟﺠﻤﺎﻫﻴﺮ‬

^ *6+‫د א}*|א‬: 7Y ‫ول‬:4+‫*مא‬7/‫و‬XQJ7Y
¤،Segmentation of market‫*ق‬6‫א‬4‫*م‬7/‫و‬،١٩٥٦،‫ م‬Smith
‫*ن‬/ +¥‫;و‬7ql *)¦‫אد‬J: 7J )+ *)¦m0*7)‫;א‬6+
OT *7) 4+‫א‬XQJP*&،‫א*م‬KN"‫ (א)* א‬q :l
K )+P'‫وא‬, Z‫وא‬9 6‫א 'وא *مא‬
>*7)8‫א‬4)<:‫ ل ' * ) ل\?؛‬%&'‫ ) (א‬q&‫وא‬
، >0 u;)%&N‫و‬P‫=א}*| م‬+ : JK >0 uw:;)%&
/‫ و‬7%4 %"J‫و‬9‫دوندא‬O< )8‫א‬XO *)¦m0 7 4 9‫و‬
E:?‫ ؛ذ‬7 >0‫ ; و‬6E +OpO< m0‫א*!*ل‬5%1، 7+4
O< )8‫*אعא‬E:m0%9M‫نא‬: X‫א& > د‬s90P*&'
K 76/E 9
OTQ‫א‬m0‫ ج‬+z+4‫*و‬7)8‫א‬9‫);א}*|א‬%&‫ن‬Jl>‫و א*א‬
1،ًE ‫ ز‬+1‫و‬،ً‫ دًو‬/ Q‫*د‬7PV7J، M‫*אدאوא‬M‫א‬
/‫א‬F<‫*دو‬78‫א‬F<Q‫و‬،|*}‫א‬F<F/&P:*=>‫©¡و‬%
ª ¤9
‫א م‬X4 /‫) א‬Jً‫ذא‬0 u;)%&P:‫و‬FM‫*دא‬78‫א‬lًd\w‫ و‬6&'>
E QZ‫א‬K‫؟‬h ‫ א‬E Q0 ~J*E‫ن‬:‫دون‬،( D6 7 ‫ ق‬/EZ‫) وא‬-‫א‬F7
6/E‫و‬J‫א‬p*]‫*د‬7)8‫א‬e4 %"9‫!א‬/‫ (א‬n '0^}+&'R‫א‬
)+&،?\'‫و‬،R‫א‬4+‫^א‬zP:، )+P‫ &وא‬15 9:‫و‬
>11 +M‫ א‬M‫*אدא‬M‫א‬m0J Z ،h‫و‬nM‫) א‬-‫و**عא‬،*7)8‫* א‬E
J‫א‬p*]‫א‬e4 %{‫א‬561 )-‫*א‬7;6¤‫ن‬: )-‫א‬ ;4 ‫א‬nq
‫א ذجא א א‬ ‫‪١٨٤‬‬
‫א‪;p‬و‪*P‬د"‪T¬N":e4 %‬א‪ ) qJ‬א‪ 4+‬؛وذ?‪ >56‬‬

‫&*‪J‬א‪*M‬אدא‪ M‬وאא‪ K1 +M‬‬
‫أﻫﻢ اﻟﻌﻮاﻣﻞ اﻟﻤﺴﺘﺨﺪﻣﺔ ﻓﻲ اﻟﺘﺠﺰﺋﺔ‬
‫‪ -١‬اﻟﺘﺠﺰﺋﺔ ﻋﻦ ﻃﺮﻳﻖ اﺳﺘﺨﺪام اﻟﺨﺼﺎﺋﺺ اﻟﺪﻳﻤﻮﻏﺮاﻓﻴﺔ‬
‫& <‪F‬א‪T:4+‬א*אא‪D+9‬אًو‪ 7 >: 7E: )ً> <T:‬‬
‫&‪K/ Q‬و&)<‪F‬א{‪e4 %‬א)‪،‬وא‪،38‬وא‪ -‬א'‪ )+P‬وא‪،M‬‬
‫وא‪ -‬א*‪،/Y‬وא‪،) +‬وא‪،68‬وא ‪OT?F، E‬אً ‪:NE‬نא<א¡‬
‫א{ ! ‪*1*})+& )-‬ل" !<‪F‬א{‪KKe4 %‬ن‪*E‬ل‪0‬ن‪*7‬‬
‫‪9‬א‪ TM‬ل‪K‬‬ ‫א‪ )-‬אو‪V‬א{ ص ‪DM‬א‪;<،‬א ‪9٢٨-١٨9G‬‬
‫‪:‬و‪:‬ن&‪*Q‬نא‪N*+6;7m07P*، )-‬א"‪F‬א‪Fm0‬א‪K‬و'\?‬
‫‪:‬ن<‪F‬א‪=64+‬א‪qJ‬و‪OT Q‬א‪ 1‬ن<‪V‬א‪)4 ) T‬‬
‫א‪ )-‬؛وذ?‪ 7/ Q& >56‬א‪ M‬دوא‪9V )J،‬ض ‪>,‬‬
‫‪;<:‬א*אא]*‪p‬א‪WTJ‬א‪،38‬وא)‪،‬وא‪،; +‬وא*‪،/Y‬‬
‫وא) א‪ W >Z‬‬
‫أ( اﻟﻌﻤ ــﺮ‪+ j4 +E? <=6:‬و! ‪*1‬لא‪>,‬א) ‬
‫وא‪ >Z‬ع‪،‬و‪Q‬و‪ Q‬م]‪Q‬א*ل‪0‬نא‪ /‬ل‪ > >T:‬عא ‪G‬‬
‫وא‪: )، Q‬نא‪ D\IP*+‬صو‪ +‬א‪¡,+" ` +;~4 9‬א)‪K‬‬
‫‪9 eDP*+E J‬א ‪T3G‬א‪9 eDP*+‬א{)‪6‬‬
‫‪ KERoss,1986,p.112; Tan,1985F‬‬
‫ب( اﻟﺠﻨﺲ‪L=+ :W‬אא‪ 9‬و‪*P‬د ‪>,‬א‪38‬و ) א‪ >Z‬ع‪K‬‬
‫‪F<j4 +E‬אא‪O&E Q0W 9‬א' ‪N:Q‬א‪N( 6‬א‪ P‬ل‪،‬‬
‫‪١٨٥‬‬ ‫א ‬
‫) ‪:‬نא‪ P‬ل‪ &T:‬אً ‪5 9‬وא‪j-‬א א‪،( 6‬و‪ًO":‬אא‪ P‬ل‪ T:‬‬
‫א‪*7)8‬א‪ K( 6‬‬ ‫& ‪O‬אً‬
‫ﺟـ( اﻟﻤﺴﺘﻮى اﻟﺘﻌﻠﻴﻤـﻲ‪:?\'W‬نא‪m0P*+‬א‪` +¥) +M‬א"‪OًJ,+‬אً ‬
‫א‪m0P*+‬א‪*9،‬א(‪ :‬نذ?‪1‬א‪D+9‬אمא*‪:،4 9‬م‪ +‬א‪،4 9‬‬
‫) ‪:‬ن‪L‬א}*|‪:‬و}=‪:‬نא‪ *!T:) +M‬א‪ >Z‬ع‪Op‬א‪،) +M‬‬
‫‪:‬و‪G }!:‬א‪; +‬א‪ K6‬‬
‫د( اﻟﻤﺴﺘﻮى اﻟﻤﻌﻴﺸﻲ‪W‬دא‪N*+6M‬א‪،ًq:،VM‬א‪n‬قوא‪s9Z‬א& א‪R‬‬
‫‪V‬א ذ< ‪ 1‬لא‪*7)8‬א‪ )،¡7+6M‬دא*‪4 9‬وא‪4 9‬א‪VR‬‬
‫‪*Q&'JK 7‬نא*‪4 9‬א‪, Z‬א‪n 1 +M‬א‪n XJ*+‬‬
‫א‪: )،XO/‬نאذوאقوא‪ KN"` +JM‬‬
‫ﻫـ( ﻧﻮﻋﻴﺔ اﻟﻮﻇﻴﻔﺔ‪OT:‬אً ‪:ln+6E‬ن®دد‪P‬א‪/ ; +‬د"‪,‬لو‪،+/Y‬‬
‫א>& )ً‪،ً P‬و‪?F‬א‪7M‬س‪> )،‬‬ ‫‪:¡E،,‬ن‬
‫‪ً T،5n J‬‬
‫‪*Q‬نא وא‪>:; &1 !_ 6‬א‪،V 8‬و<‪FQ‬א‪^ ln+6E‬‬
‫א*‪:/Y‬ن®دא‪N*+6M‬א'>‪ %+‬د‪/ w‬د‪ K‬‬
‫א‪)<:;p‬א*אא]*‪p‬א‪،J‬و> &‪ E:'0 7+/ Q‬‬ ‫ﺑﺎﺧﺘﺼـﺎر‪،‬‬
‫‪OT‬א‪ 1‬ن‪h\ XP <i‬وو!`‪L‬א‪ )+‬א‪ °،O< )8‬‬
‫*‪ 5P‬א} "‪F<;6E 74* N":e4 %‬א‪ )+‬‬
‫א‪ K(Windahl and Signitzer with olson,1992,p.184FO< )8‬‬
‫‪Social Relationships‬‬ ‫‪ -٢‬اﻟﺘﺠﺰﺋﺔ ﻋﻦ ﻃﺮﻳﻖ اﺳﺘﺨﺪام ﺧﺼﺎﺋﺺ اﻟﻌﻼﻗﺎت اﻻﺟﺘﻤﺎﻋﻴﺔ‬
‫‪PF‬و‪:jE‬ن?א‪ >,‬א'‪/h\ )7 )+P‬א‪D+9‬אمא س‬
‫ *‪4 9‬א‪،, Z‬و‪F<O &/‬א*‪N; KEGruing,1992,p.219F?;7 4 9‬‬
‫‪P‬و‪*7/*z)<:jE‬مא‪ >,‬א'‪O+m0 )+P‬א]‪; ، 79 >Q‬م‬
‫א ذجא א א‬ ١٨٦
‫و‬:V& -‫א‬G* 9 ! {‫אא‬O+M‫א‬WV<‫ و‬79 >Q]R‫אא‬O+M‫א‬F<L

KJ T‫א‬O+‫و‬،?J‫א‬p*Q6‫א‬O+ )6
+‫و‬4‫א‬b‫ &و‬p‫دو‬/‫; א‬+7V& -‫א‬G* 9‫א‬O+‫ن‬:iً,T)J
E1‫قوא‬/wF‫א‬،*‫א‬X -‫ *_ א‬6‫?א‬EV& -‫א‬G* 9‫و¡א‬،X -‫א‬
‫و س‬K(Windahl and Signitzer with olson,1992,p.184F?‫אد‬J"U‫א‬
;‫ א‬،Values and life StylesW +‫ א‬iZ‫ )א‬Q &V<‫و‬VALS )6
K *)¦l:m0)6 P‫د‬l6&‫*ن‬Q+‫ س‬M‫אא‬F<‫و‬،X -‫א‬5 9:‫و‬
WV<l‫א)* א‬F<
٪١١ * )¦ ‫ن‬A*Q¤&V<‫و‬WNeed-driven ‫أ( اﻟﻤﺠﻤﻮﻋﺔ اﻟﻤﻘﺎدة ﻋﻦ ﻃﺮﻳﻖ اﻟﺮﻏﺒﺔ‬
‫و<; دون‬،‫*אد‬M‫'(א سودא‬x<VE ‫و‬،VQ‫*א‬7)8‫א‬
K( ‫ א‬T1 ‫*א‬7)8‫אא‬F<)‫و‬، +"'‫א‬3‫و‬،p‫^א‬
٪٧٦ ‫א‬AT¬V<‫و‬WOuter-directed ‫ب( اﻟﻤﺠﻤﻮﻋﺔ اﻟﻤﻮﺟﻬﺔ ﻣﻦ اﻟﺨﺎرج‬
*)‫א‬F<AT]K"U‫\ אא‬Z+E;7& 1 ‫*ن‬J%+;<‫و‬،Q‫א‬
w*‫א‬5s‫א‬/9‫و<;*ن א_א‬Survivors( ‫*ن א‬T1 ‫א‬
‫*ن‬+ T‫א‬5&s‫<; א‬V&K‫אنא‬J‫و‬/‫;א‬7%4 %"K‫ )*ذج‬
،VE+M‫א"א‬N*+6D6‫وא‬5q ‫'(א س‬x<‫و‬،Sustainers
^ ‫وא‬5q‫ א‬9;7& KqJ:X 1 ‫;א‬7‫ אل‬Q‫و‬
K"U G &'‫وא‬
،KQ‫א‬٪٢٠ *)¦ ‫ن‬²*Q&V<‫و‬W‫ﺟـ( اﻟﻤﺠﻤﻮﻋﺔ اﻟﻤﻮﺟﻬﺔ ﻣﻦ اﻟﺪاﺧﻞ‬
P 13‫;אא" و‬7& P 1‫;و‬7& p561‫א)* *ن‬F<‫אد‬J:‫و‬
Q;<‫و‬،Belongers‫)*ن‬+M‫א)* א‬F<T]‫و‬،;7)>‫"و‬U‫ א‬p‫و‬
١٨٧ ‫א‬
،ًo/zT:;7E: )‫و<;& *ن‬،Q‫א‬X}+M‫ א*' א‬n9*+M‫א‬n‫א‬

‫و<; <ون‬،Simulators‫ذ?א *ن‬V&; ،X9 ‫) م‬+<,‫و] *ن‬
&M‫&*ن א‬F‫א‬،AchieversM‫א‬T‫}*א‬%‫ن‬:‫;ون‬7E‫؛‬qJI
‫*ن‬T}F‫א‬G ‫;א‬7J،I-am-me EU‫ مא‬oE‫*א‬F‫و<;א‬،;7 ‫א‬
‫ *ن‬+6;7J،Experimentals‫*ن‬+‫وא‬:‫ *ن‬+"'‫ א‬:K;76/EXP‫ق‬
K;7V )+P‫وא‬V9 9O &;~‫و‬K3/‫א‬ ً‫) دא‬+ ‫א‬T:‫و‬
"‫אא‬7P*M‫א‬9‫ و‬1‫و<;*ن‬،٪٣٠‫ *ن‬T]‫و‬W‫د( اﻟﻤﻮﺣـﺪون‬
KEHsia,1988,pp.65-66FK‫א{ ج‬7P*M‫?א‬d‫و‬:‫و‬
'*‫אنא א‬XO"‫*אא‬6‫ س א‬M‫אא‬F<‫אم‬D+9‫א‬T
> d9:? <‫و‬، ‫> א‬,‫*^وא‬6+‫ لא‬PN! "،Q‫א‬X}+M‫א‬
VE K‫*د‬%M‫*א‬7)8‫א‬l>*JM‫אل‬x9٨٠٠‫*ق‬/&>‫ س‬M‫אא‬F<‫*ل‬1=))!
‫ون‬Q/‫*نو‬J%+'‫نא س‬:W 7G*‫א‬OTQ‫א‬l>‫אא)*ذج א*א‬F<
‫ون‬Q/; ،‫ ل‬TM‫א‬9 ،+ًd\‫ *ن‬/JKK1‫وא‬l>*ً)4‫دא‬
f¤‫אא)*ذج‬F<‫ن‬:،ًq:،´1,EKEMcQuile,1989F‫א‬FQ<‫و‬،)"b(V\
K+‫*عא‬Em0N": )+¦ n&‫ ج‬+‫و‬،VQ‫א‬l)+‫א‬
Cultural ‫ اﻟﺘﺠﺰﺋﺔ ﺣﺴﺐ اﻟﺜﻘﺎﻓﺔ‬-٣
K;7& J%&‫;و‬7&‫;و دא‬7)>561 *)¦m0*7)8‫א‬l‫&*ز‬ )+&
;~*1 ‫\ (وא‬I;7‫د א‬0/ ‫*ن‬/ +¥‫א س‬i،‫ ل‬TM‫א‬9
( \:f>(V JK& -‫;א‬7&‫) و "א‬+P'‫;א‬7+d& ً‫) دא‬+ ‫א‬
R‫א‬O< )8‫نسא‬: )- ;4 ‫ א‬، <K‫¦)* א س‬X/ +a
Kµ0KKK 7& * 9‫و‬:، 7&‫א‬+561 *)¦m0 7/%+‫ و‬70P*+

‫א ذجא א א‬ ‫‪١٨٨‬‬
‫‪ -٤‬اﻟﺘﺠﺰﺋ ـ ـ ــﺔ ﻋ ـ ـ ــﻦ ﻃﺮﻳ ـ ـ ــﻖ اﻟﺨﺼ ـ ـ ــﺎﺋﺺ اﻟﺒﺸ ـ ـ ــﺮﻳﺔ واﻟﺠﻐﺮاﻓﻴ ـ ـ ــﺔ )اﻟﺠﻴﻮدﻳﻤﻮﻏﺮاﻓﻴ ـ ـ ــﻚ(‬
‫‪Geodemographics‬‬
‫&‪*Q+‬ن<‪F‬א‪48‬א‪G* 9‬א‪،V& -‬وא‪*+‬ز‪l‬א‪8‬א ‪،‬و<‪;6&V‬א‪nM‬‬
‫‪ +( 1:m0‬و‪،X‬و<‪G* 9:1XOT( \: 7 +( 1:?FV‬א‪X -‬‬
‫وא‪ KM‬‬
‫‪Principle of Access‬‬ ‫‪ -٥‬اﻟﺘﺠﺰﺋﺔ ﻋﻦ ﻃﺮﻳﻖ أﺳﺎﺳﻴﺎت اﻟﻮﺻﻮل‬
‫< ?‪N":‬א‪Q)M‬א‪D+9‬א‪ 7‬א‪4+‬א‪،O< )8‬وذ?‪*+‬ز‪l‬‬
‫א‪ &>1*7)8‬א‪*%-‬ل א‪|*y=A- * M‬א‪ +E‬‬
‫א‪ QJ‬א‪:،Diffusion of Innovations }+6M‬نא‪O< )8‬ذאא‪JM‬א>‪ ً p،‬‬
‫‪>: %z‬א‪ * M‬א‪ 7&R‬א‪,)-‬א‪* *+‬وذ?‪*!56‬‬
‫א*!*ل‪ 70‬؛‪¡,+",+E‬א'‪V )+P‬א ‪F< )4‬א‪،,)-‬‬
‫و\‪، 7‬و‪J:‬אد<‪F‬א‪:NE ً pًq:K )+‬ن<‪('x‬א‪T:\M‬‬
‫א<‪ ً )+‬د‪X‬א‪ w:‬א‪ n‬א ‪ Q‬م‪FK‬א‪: Q]،‬ن‪;6E‬א‪*7)8‬‬
‫<‪F‬א‪ d/‬ذאא‪JM‬‬ ‫‪1‬د‪P‬و>‪X‬א*!*ل‪،0‬وذ?‪P:‬א‪s‬‬
‫א وא*!*لא‪K5%‬و<‪F‬א‪V<n‬א‪ )4 ) T‬א‪ )-‬؛‬
‫א‪ +E‬א'‪=EsE‬א‪l6‬א‪ d/‬‬
‫وذ?‪ 7/ Q& >56‬א‪ M‬دوא‪K‬و ‬
‫א‪O< )8‬א‪،/ +DM‬و" !א‪ 6)7M‬א*!*ل~‪F‬א‪ K d/‬‬
‫‪ -٦‬اﻟﺘﺠﺰﺋﺔ ﻋﻦ ﻃﺮﻳﻖ اﺳﺘﺨﺪاﻣﺎت اﻟﻮﺳﺎﺋﻞ واﻟﻘﻨﻮات اﻹﻋﻼﻣﻴﺔ‬
‫< ‪*،‬م‪;)%‬א‪5614+ )-‬א*‪4 9‬א‪*J،XJ*+M‬م‪ 7 }+‬‬
‫و‪*; 7+J‬مذ?‪F<}+‬א*‪:TK4 9‬ن*م "‪ +‬א‪/}%‬א ‬
‫ )‪*; ،n‬م "‪* +‬א د‪X‬ذא وא‪*/ +‬ن‪K‬ن‪*7) P*+‬‬
‫א‪F<l +wF‬א*‪4 9‬א‪ 6‬א‪m0¶( 69 +‬א‪*/ + 6 X E T‬ن‬
‫وא‪ 6‬א \‪ +1ً1 !X‬א‪ً7YX E T‬אذא ‪ K‬‬
‫‪١٨٩‬‬ ‫א ‬
‫‪ -٧‬اﻟﺘﺠﺰﺋﺔ ﻋﻦ ﻃﺮﻳﻖ اﻟﻤﻌﺘﻘﺪات‬

‫'&‪;7/¤‬א‪1‬א|وא‪*o‬א<א'‪ )+P‬وא‪Q6/E M d‬א س‪QJ،‬‬
‫‪ *)/ +a( \:f>|1‬א س‪،‬ذ?‪:‬نא‪/‬د‪6/‬א‪1‬א|‬
‫"א&و ‪+J‬א'‪ )+P‬وא )‪،‬وא‪O +‬א‬ ‫وא\ (א‪)+،zR‬אً‬
‫א'‪ )+P‬א‪OT ،R‬א‪ 1‬ن‪z،‬دאوא‪ 6M‬אא‪ R‬א‪ 6EZ‬ن‬
‫א ذ< ‪K‬و) ‪ z‬א‪%/‬אول‪J،‬ن )א‪ًd\eD\Qf&>"+‬‬
‫‪f&eDV7Jً / +a‬א‪s‬א‪،f<F‬و‪ &f&"beD‬א‪،"U‬‬
‫و<‪FQ‬א‪ QZ <KKK‬ن‪4‬א‪F<561*7)8‬א‪o‬א‪;)%&;+ +1‬א‪4 9‬‬
‫‪.(Windahl, and Signitzer With Olson,1992, p.183)59 Q;70‬‬
‫مو‪E‬אلوز‪*·,‬ذ‪F< ًP‬אא‪ 6‬ق‪*،‬א‪0>,‬دא_א‪eD‬‬
‫‪6/‬ووא>א‪ 1V-‬ل>‪:،q‬و ]‪F +)6&Q‬א&‪،Subjective‬‬
‫وא‪*< )،Objective **M‬وא א‪ KE٦F;>Q‬‬
‫اﻟﻨﻈﺮة اﻟﺬاﺗﻴﺔ‬ ‫ ‬
‫‬ ‫‬ ‫ ‬
‫ ‬
‫‪٢‬‬ ‫‪١‬‬
‫ ‬ ‫‬ ‫‬ ‫‬ ‫ ‬
‫א ‬
‫ ‬ ‫א‬
‫‪٤‬‬ ‫‪٣‬‬
‫ ‬ ‫‬ ‫‬ ‫‬ ‫ ‬
‫ ‬
‫ ‬
‫اﻟﺸﻜﻞ رﻗﻢ )‪ .(٦‬ﻛﻴﻔﻴﺔ إدراك اﻟﺸﺨﺺ ﻟﻨﻔﺴﻪ وواﻗﻌﻪ اﻟﺤﻘﻴﻘﻲ ﺣﻴﺎل ﻗﻀﻴﺔ ﻣﻌﻴﻨﺔ‪.‬‬
‫א ذجא א א‬ ١٩٠
‫و‬:ً)+E&‫א‬F‫&א‬oF6/ENeD‫نא‬:i،E١FE {‫א‬m0 EoE* J

F<،‫**ع‬M >, ‫ن‬:&ًq: **M‫א‬Xo‫نא‬:i )، QM ً,%+
u‫د‬% E:،‫ ل‬TM‫א‬9 ، sJ‫ *א‬JK 7 >0 76ln d/‫א‬
‫ن‬:9K‫ ن‬6EZ‫} !}א‬%‫א‬OpF+‫ א‬n":‫*ل‬1, 0 *&
}%‫قא‬n‫& عא‬0)< >0*76‫א‬E١FE {‫ א‬lwF‫א‬eD‫א‬
1 ‫) א‬-‫א‬F7>, 51 !6/ENE:?‫ذ‬،) -‫ א‬7&R‫א‬4‫א‬F‫א‬
70P*+&R‫א‬d/‫א‬m0V)+،ًq: **M‫א‬1 ‫א‬i E: )،&‫א‬F‫א‬
W&*n"m0‫א‬l>‫ ج وא‬+E٢FE {‫ א‬lwF‫دא‬/‫نא‬:i )، )-‫א‬
‫ن&ل‬:5R‫א‬d/‫א‬m0V)+ً,JE: >0‫ و‬W‫א אو‬
m0V)+'E:Eً&‫ذא‬F6/ENeD‫א‬E٢F E {‫ א‬E¥ )QJ،V&‫א‬F‫ א‬7* 9
،( )+E'‫אא‬F7 >0،ً'‫و‬:،'‫א‬FK 70V)+ً **Q‫و‬،d/‫א‬F<
70‫& *א‬R‫}א‬%‫א‬4‫א‬F‫א(אא‬PZ‫א‬l+‫ن‬E ‫) א א‬
V< )، )-‫**عא‬m0V)+& 76/EN&E٣FE {‫ א‬l&R‫א‬d/‫א‬K )-‫א‬
X‫ د‬ZO< )8
‫א‬F<m0P*+‫) א‬- ;4 ‫א‬ <،V)+&'V **M‫א‬l>‫א*א‬
E٤F E {‫ א‬l&R‫א‬O< )8‫א‬d/‫אًא‬O":K )8‫א‬F<l>‫) و*א‬- `+‫א‬
، 7E: ‫** &ل‬M‫א‬Xo‫نא‬: ) )-‫**عא‬m0V)+&' 7E:ً&‫ذא‬N&
K‫**ع‬M‫אא‬F< d/‫א‬F<l!‫*א‬+ ‫ ج‬+®'>، <KK>, ‫=ذא‬6،ًq:
KEWindahl,et al,p.183F
‫<* م‬, Z‫* *א‬+‫א‬,)-‫ قא‬/"0;<:1:‫ن‬J> J )‫و‬
E 6&4+‫א‬F<K )- M‫א‬E:+'E‫ ؛‬7*7)8‫) مא‬+<‫א‬
qJ:1:V< ‫א}*|א‬ln K&*n" 70P*+‫وא‬d/‫א‬F<z
K <z‫و‬d/‫א‬F< ¡+ ‫ق‬n‫א‬
١٩١ ‫א‬
‫ اﻟﺘﺠﺰﺋﺔ ﺣﺴﺐ اﻻﺗﺠﺎﻫﺎت‬-٨

،h‫و‬nM‫**عא‬M‫א < &®*א‬561*7)8‫א‬m0P*+‫א‬،ً q:،‫ ن‬QZ
|*y ‫و&م‬K‫ ض‬M‫*א‬7)8‫א‬m0P*+‫ ` א‬+¥،xM‫*א‬7)8‫א‬m0P*+ J
،V9 )-‫ذאא' א‬d/‫ _א‬7JW‫*אع‬E:6¸m0*7)8‫;א < א‬6&^*6+‫א‬
'‫ذאא‬d/‫وא‬،;+7M‫א‬Op '‫و< _א‬،V Z‫ذאא' א‬d/‫و< _א‬
`%+‫אא‬F<‫אم‬D+9‫א‬Q]EJln ‫و‬Kw‫ د‬M‫ذאא' א‬d/‫وא‬، 6‫א‬
K, Z‫* א‬+‫א‬,u;)%&
,)} )7 7E:EChaffee,1981F & <+ ‫و>א‬N":4? <
،xM‫א‬W>‫ م א‬6>: , m0*7)8‫;א‬6&4+‫א‬F<،9 6‫א‬
;oM 7‫א‬D+9‫ ًא‬q:‫ ن‬QZ )6+‫א‬F<‫و‬K ‫وא‬، M‫وא‬
KEWindahl, et al, 1992, p.184FK, Z‫* א‬+ +M‫** א‬M‫א‬
‫ اﻟﺘﺠﺰﺋﺔ ﺣﺴﺐ اﻟﻨﺸﺎط اﻟﺠﻤﺎﻫﻴﺮي ﺣﻴﺎل ﻣﻮﺿﻮع اﻟﺤﻤﻠﺔ‬-٩
‫ ط‬E/561O< )8‫;א‬6>jE‫و‬P ‫> א‬, wOo+‫א א‬
dJl:m0jE‫و‬P;7)6>‫و‬K1‫و‬nM‫** א‬M 7 )+<‫وא‬O< )8‫א‬
WV +
KAll-issue publics **M‫א‬Qn‫א‬d/‫أ( א‬
F<;+7&، <Involving-issue-only publics q‫א‬Ln‫א‬d/‫ب( א‬
K5 ‫ א‬l)8‫;א‬7&R‫ "א‬6‫** א‬M d/‫א‬
KSingle-issue publicsX1‫א*א‬q n‫א‬d/‫ﺟـ( א‬
|
‫א‬1‫ وא‬q‫;א‬oM M‫א‬OpO< )8‫د( א‬
KApathetic publics (Gruing,1987; Windhal, et al, 1992, p.188)
‫א ذجא א א‬ ‫‪١٩٢‬‬
‫ ‬
‫ﺍﻟﻔﺼﻞ ﺍﻟﺘﺎﺳﻊ‬
‫א )א ذאא‪ (Feedback‬‬

‫اﻟﺒﺤﻮث اﻟﻘﺒﻠﻴﺔ‬
‫اﻟﺘﻐﺬﻳﺔ اﻟﻤﺘﻘﺪﻣﺔ‬
‫‪Feed Forward‬‬
‫‪%&'($‬ن‪!"#$‬א ‪،‬ولאدوאאلא دون؛‬
‫‪7‬ن‪6‬אً‪ 4‬א‪/01 23+‬א‪.‬א‪,-‬א‪ ' +‬و*)‪,-2($-ً89%-‬‬
‫א‪ 9:‬א;‪%Feed forward +‬و‪<*3(+#$KFormative research‬א‪/97,-‬א*‬
‫‪EF,GH1EAtkin‬א‪D‬ج‬ ‫‪AB$%‬و‪and Freimuth,1989,pp.136-140F ?@/‬‬
‫و‪J2,G‬א‪D‬جو‪EF‬א‪'K#‬א‪ K - ) JK‬‬

‫أوﻻً‪ :‬ﻃﻮر ﺑﺤﻮث ﻣﺎ ﻗﺒﻞ اﻹﻧﺘﺎج ‪ Preproduction‬‬
‫‪<*3$‬א‪2,-‬א‪9-2 9‬א;‪، BO‬و‪N'J$‬و‪9M‬א*‪L‬א;( ‪،‬‬
‫وא‪#+‬א‪U‬א‪ 'T$‬א;(‪، S‬و‪/R#43''+$‬א‪+) 9'،)EBO2 Q/‬م‬
‫‪<*A/T#4E7W/O2‬א‪ W/R#J‬‬
‫‪ -١‬ﺗﺤﺪﻳﺪ اﻟﻤﺸﻜﻠﺔ‬
‫‪A2‬א‪.T+Q‬א;‪ BO‬و‪0 /J‬و‪*X‬و‪،B$ 'K'7‬و*' א‪J‬א‪E‬א‪Y‬‬
‫‪O 4U4Q‬و‪*X$‬و‪ /J‬א]‪^T‬א]‪2 R‬وא\[‪X‬א;‪' 4 $Z‬‬
‫‪١٩٣‬‬
‫א ذجא א א‬ ‫‪١٩٤‬‬
‫و‪ /J‬א‪X‬א;‪،#X/8‬و‪.O 'K'7‬א‪X/8‬و‪<X$‬و"_א;(‪، ' +‬‬

‫و*' א لא;‪،d Q#‬و‪39‬א‪b9/cA4.T+Q‬א‪U`"Qa?-‬א‪U‬‬
‫ذא‪U‬א‪e7K F`J‬א;‪E'Q 4 '-R BO‬א;‪g‬ل‪BD،‬نא ‪T‬ل‪<* 4‬‬
‫א;‪U J‬א; ‪b9/cA4‬א‪U`"Qa?-‬א;(‪U'KO‬وא;(‪UKR‬א;‪0‬د‪a‬‬
‫‪ +#‬א;‪B97، BO‬ن‪b9/cA4‬א‪a?-‬א‪X‬א‪UQ‬א(‪1 +2‬نو‪،U0‬‬
‫و‪k7‬א‪/J‬ض‪i‬د‪U'2‬א(‪ +2‬وא]‪%،bc#a 2OU`BOh R‬ودول‬
‫‪BD2KJ 'K'7 /J;l/m%‬ن‪،ً89%،‬א‪SQ‬אمא‪,-‬א;'א' ‪4 a‬م‬
‫و‪0‬دא;‪U J‬א; ‪/01AB@7، 2‬א‪.‬א;‪U`2+‬א; &א‪ 'K'7 /J;.c‬‬
‫و‪,‬א;‪ BO‬و‪/c‬قא‪ 9F‬وא‪`J‬ج‪ K#‬‬
‫‪ -٢‬ﺗﻌﻴﻴﻦ وﺗﺤﺪﻳﺪ اﻟﺠﻤﺎﻫﻴﺮ اﻟﻤﺴﺘﻬﺪﻓﺔ ﺑﺎﻟﺤﻤﻠﺔ‬
‫‪a‬א‪J‬د‪،‬א `‪U‬א;‪)*/[p‬א‪A #'JUoH1_0$Y‬א‪،X‬و*‪k#‬‬
‫‪/c‬ق‪E8K994‬א‪SQ‬א‪* 6sa‬אא‪#4/qr7،X‬א ‪A4?9‬‬
‫א; ‪F)+‬א;(‪KEE+‬و‪%&'(#t&2‬ن‪+‬م‪<2‬א"‪ 6‬دون*<א‪,-‬א‪Y‬‬
‫‪9M&'(-ً89%-+9/cA4‬א*‪L‬אو' ‪،‬و*)א*‪L‬א‪B$Y‬ن‪ 4‬‬
‫د‪A '4 0X‬א]‪%،X‬وא*' ‪`mA_%7، - (#2‬ل*<א‪,-‬‬
‫‪ 4w/J‬א‪X‬א‪،vg‬وא‪B9v‬ن_‪ 4L7L[u$‬א‪X‬אو)‪،ً89%K‬‬
‫‪<d‬א‪,-‬א‪ 4X+‬א;(‪ '*!'y$a4‬א( ‪x‬א ;(‪،w‬و*' ‬
‫א‪J‬א‪E‬א]‪ '0X‬א‪*E9M 4/[p$Y‬אא( ‪،x‬و‪ J'c‬א‪J‬א‪E‬א‪L': 2+‬‬
‫‪2‬א‪ Q‬א‪EQ/‬א]‪، 2 R‬و‪a‬א‪w$z:‬א `‪U‬א‪1H1 '4#FD‬א‪,‬‬
‫‪L':$‬א‪aU‬א( ‪x‬وא‪KU/T‬و‪4‬د‪<*b(9‬א‪L':‬א‪U‬א‪%U2"Q‬و' ‪ Rm‬‬
‫‪`mA3$Y‬لא‪/J‬ضوא‪3 J‬وא‪SQ‬אم‪K‬‬
‫‪-T2‬وא;‪، BO;2 /J‬א ‬
‫وא‪+$،#*,-‬م ‪3T‬א‪ALgB‬א;‪U J‬א] ‪ 'K‬א; وא]‪L*2 R‬‬
‫‪١٩٥‬‬ ‫א ‪F‬א א א‪E‬‬
‫ود‪ 0X‬و‪، BO;2'4‬و‪dK$l‬و*' א;‪U`BO‬א‪J$Y‬قو‪1‬د‪X‬א‪7‬‬

‫‪%7Kd‬ن*<א‪+$,-‬م‪A4 '#U J‬א‪U0‬א;‪ '/J‬א(‪y +2‬ع‪،‬‬
‫‪%‬وא;‪ K BO‬‬
‫‪ -٣‬ﺗﻮﺿﻴﺢ اﻻﺳﺘﺨﺪاﻣﺎت اﻟﺨﺎﺻﺔ ﺑﺎﻟﻘﻨﻮات اﻻﺗﺼﺎﻟﻴﺔ‬
‫‪A‬א;مא‪,- ('/‬א‪ 9:‬א;‪ /J، +‬א‪SQ‬א‪U‬א‪EQ‬א‪ 'T$‬‬
‫‪EFA‬א‪X‬א;(‪،w‬א‪3T‬א ‪%9/9‬ن‪lw/J9‬א‪SQ‬אم‬
‫א‪heZ‬א‪JF‬א;‪J‬دو‪$'#+$‬א;‪، K S‬و‪+‬א‪X‬א;‪*O‬א'' ‪96K‬ن‬
‫وא‪،9'K‬و‪+‬א‪X‬א;‪UJ‬א'' ‪~-T‬وא}`‪،U‬و‪ J'c‬א‪Q‬ع|ذא‪ 4‬‬
‫وא;("`‪U‬و‪A*L‬א‪U'#+‬א‪ 'T$‬א ‪، g9‬و*' ‪%‬אعאאא; ‪،‬א‪Y‬‬
‫‪*J29‬אא‪/Q2X‬א‪،X‬و(‪EB_':R1l‬ع‪%zk7K#‬ن‬
‫‪w/J9‬א;‪ '*3T‬א‪#+‬א‪U‬א‪ 'T$‬א ' وא‪ 9X B K‬א‪S(9Y‬א‪،X‬‬
‫و‪ 'K'7‬א‪SQ‬א_‪،d‬و‪%‬و‪UF‬א‪SQ‬אم‪،‬و*' ‪#F‬א‪U‬א‪T$‬لא‪،)TSO‬ودو‪X‬‬
‫א‪/Q‬وא‪.FR‬و‪F‬دא‪av%/‬א‪XO‬א;‪U J‬و*' א‪L[u‬א‪,v‬‬
‫ "‪X‬א;‪T+‬د'" ‪3T9/9،ً89%Kk‬א ‪%‬ن‪Tw/J9‬א‪#FE7 'F‬‬
‫‪<*A‬א‪#+‬א‪U‬א‪، 'T$‬و‪l‬א‪ +g‬א‪J9Y‬ل‪*2‬אא‪E7 4X‬و‪ 'Q‬‬
‫و‪K##F‬و‪<*UA‬א‪ /J،,-‬א‪EQ/‬א‪deg2Y‬אא‪AX‬‬
‫‪،EF‬و‪*XFl‬אא‪aX‬א‪0ZQ‬عو‪/7$‬א;‪U J‬א]‪<2 R‬א‪ KEQ/‬‬
‫‪ -٤‬ﺗﻘﻴﻴﻢ ﻋﻨﺎﺻﺮ اﻟﺮﺳﺎﻟﺔ ﻣﺒﺪﺋﻴﺎً‬
‫‪+$‬م*<א‪%U J,-‬و' ‪/R#4A4‬א‪EQ/‬א "‪X‬‬
‫א;(‪،w‬و*א‪39+$ +9/cEO9‬א;‪، J‬وعא " ‪،‬و‪%‬אعא‪UQ‬א‪Y‬‬
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‫‪z‬א‪SQ‬א‪a‬א‪ Q/‬‬
‫وא‪ 'B'#9‬وאذ‪ '2‬وא‪ K+‬‬
‫א ذجא א א‬ ١٩٦
‫اﻟﻤﻨﺎﻫﺞ واﻷﺳﺎﻟﻴﺐ اﻟﺒﺤﺜﻴﺔ‬

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‫ن‬BD27، ‫א‬XAً'‫'א‬U J;‫&א‬،‫د‬4،‫م‬S($Y‫א‬
K67/;‫א‬U4}‫א; وא‬U`2+;‫אمא‬SQ‫א‬
QX;‫<وא‬s‫ وא‬/J;2(9W( S(;‫ذجא‬#‫א‬/ q%EJ
)g-‫ذجא‬#‫*אא‬w9‫و‬K(KAP)2_/T‫و‬Knowledge, attitude and practice
‫*א‬w/J9‫ ذא‬/J;k‫د؛وذ‬L*AU'‫وא‬U J;‫&א‬a
3'T$‫د‬T2،NJ‫ع‬y،‫؟‬w/T9~'7‫و‬،‫؟‬/JO9~'7‫و‬،‫؟‬X‫א‬
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Y‫ א‬oQ‫א‬A 4 4 Q‫א‬vM‫ن‬%zWAttitude ‫ اﻻﺗﺠﺎﻩ‬-٢
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١٩٧ E‫א א א‬F ‫א‬
L *‫א‬EFA‫`م‬4D‫א‬EQ‫و‬U‫א‬SQ‫א‬،ً 89%،#*‫ن‬g‫سא‬X9

- Q#;‫א‬EQ‫א‬w‫א‬Q‫א‬a4( k‫א;( وذ‬
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Post production ‫ ﻃﻮر ﻣﺎ ﺑﻌﺪ اﻹﻧﺘﺎج‬: ً‫ﺛﺎﻧﻴﺎ‬
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KEAtkin and Freimuth,1989,pp.141-144FKEQ/‫א‬U‫א‬Xm‫'א‬K#$‫و‬
‫ ﺗﻄﻮﻳﺮ اﻟﻔﻜﺮ اﻟﺨﺎﺻﺔ ﺑﺎﻟﺮﺳﺎﺋﻞ‬-١
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K‫م‬K;‫א‬a‫وא‬J2U‫ ذא‬7ZO :
‫ ﺗﻨﻔﻴﺬ اﺧﺘﺒﺎرات اﻟﺮﺳﺎﺋﻞ‬-٢
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‫‪39¤‬א‪/‬ق‪ 4،'1‬א‪ K'*%A3/‬‬
‫ﻧﻤﺎذج ﻷﻫﻢ اﻟﻄﺮق اﻟﻤﺴﺘﺨﺪﻣﺔ ﻓﻲ اﺧﺘﺒﺎر اﻟﺮﺳﺎﺋﻞ‬
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‫‪EQ/2b J9' Rm،)EBO2y/4‬א ‪K '96K‬و‪<*3*%A‬א‪ /‬‬
‫‪ W) 9‬‬
‫‪ -١‬اﺧﺘﻴــﺎر أﻣــﺎﻛﻦ ﻣﻨﺎﺳــﺒﺔ ﻟﺘﻮاﺟــﺪ أﻓــﺮاد اﻟﻌﻴﻨــﺔ ﻟﻌــﺮض اﻟﺮﺳــﺎﺋﻞ ﻋﻠــﻴﻬﻢ وﻣــﻦ ﺛــﻢ ﻃــﺮح‬
‫اﻷﺳﺌﻠﺔ اﻟﻤﻨﺎﺳﺒﺔ‪ W‬‬
‫ ~*<א‪A7‬א;‪yw`m2XS‬عא ‪،‬و‪w`m2)2‬‬
‫‪*X‬א;(‪tKw‬ذא‪7‬نא;‪T+‬د‪E'Q 4،‬א;‪g‬ل‪X،‬א‪X:RAO‬‬
‫א(‪BDA‬نא‪X'm‬א;א‪X‬س‪/0D‬א‪.‬א‪Xm‬א‪U‬א‪1%،EQ/‬ذא‪7‬نא‪X‬‬
‫א;(‪Aw‬א;‪y/‬؛‪X'm‬א‪'J‬دא‪U‬א]‪ '0X‬وא;(‪'3$ #Bu7،U'KO‬‬
‫א‪Xm‬א‪/%J9U‬אً‪J2ًJc،ً'+#‬א‪oQ‬אن‪A‬א‪U‬א;(‪p‬و ‪* FD‬א‬
‫א‪+9،Xm‬مא;(‪p‬ول‪A4‬א ‪/4A7%X'm2‬ض‪#('،EQ/ Q#‬‬
‫‪/i‬אدא‪rA9‬א‪،3*X'm‬א‪/J‬ض‪<d‬א‪3[EQ/‬א‪ 4 20D‬א‪ oQ‬א;‪/‬و ‪ K‬‬
‫‪6A‬א‪<*9‬א‪ +9/‬א‪R‬ل‪H1‬א‪X‬א;(‪EFu2w‬א‪~'B‬و‪/TF%‬‬
‫א‪/‬ق‪H1 yD2‬א ‪T‬ل‪4 4‬د‪AL7‬א‪/‬אدא;"و‪B9F_%7KN2‬ن‬
‫א ذجא א א‬ ٢٠٠
Eg ¥#UJsZm‫ذאא‬1 Rm، '‫א‬O4‫ق‬/2 #'J‫אدא‬/%X'm‫א‬AB;‫א‬A

‫אد‬/‫א‬X'm‫א‬/(J;‫א‬A‫ن‬B9FAB‫و‬، #'J 0aNK;‫وא‬%،‫س‬X‫`א;א‬c
X'm‫א‬Eg،X" 3¥#;‫א‬L&"‫ א‬J' "'،ً'%،)‫א‬O4EBO2
'*u2+J##B،‫ص‬mEBO2 '0X]‫א‬U‫'دא‬J‫وא‬%،U'KO( NJ0‫א‬/;‫א‬
X+23'J‫א‬U' 4H1‫ج‬z:‫א‬a#،EQ/‫א‬U‫א‬Xm‫א‬a '‫א‬OJ‫א‬
lA4 '‫אو‬U J;‫א‬Aً4#'J$، J0‫א‬X 9:$ 4‫ل‬T ‫א‬a#X
KEQ/‫_*<א‬++-Qv‫א‬W"#‫א‬
‫ ع‬v%‫د‬0‫مو‬4-N
g‫א‬J2l/97- +9/‫'*<א‬4A‫و‬
‫ ن‬BD2_%l/#7‫ن‬1‫و‬،Xm‫א‬Q%‫ ل‬#'J‫אدא‬/_9‫א‬A
K_'*%‫و‬Xm‫)א‬4‫و*' لدوא‬Q%39+$b9/cA4_9‫א‬
KEAtkin and Freimuth,1989F
‫ اﺧﺘﺒﺎر اﻷﻣﺎﻛﻦ ذات اﻹﻗﺒﺎل اﻟﺸﺪﻳﺪ‬-٢
4z‫و‬، ('/‫א‬O;‫عא‬X‫א‬q‫و‬%، 9X"‫אقא‬Q‫وא‬، J‫א‬A7‫א‬Eg
_' 4b#$^Sq،Xm‫نא‬BH1z-T9v‫دא‬/K‫نא‬%A7u9‫ن‬%?‫א‬
b#$A J‫א‬A7‫*<א‬aw‫د‬T#%k‫ذ‬،w(;‫א‬X‫^א‬Tm
EQ/‫ضא‬/J$k‫ذ‬J2،'J2k‫ذ‬A4‫ن‬B9A‫א و‬XUKR‫ '_א‬4
K Q#;‫ א‬oQ‫א‬W/$‫و‬
‫ اﺧﺘﺒﺎر اﻟﻤﺴﺮح‬-٣
‫ل‬a Rm،ً‫א‬Lg7 'B9/‫א‬-;‫א‬U9‫א‬a
+9/‫אم*<א‬SQ‫א‬39
b9/cA4k‫نذ‬7%.‫א‬Q،ً'‫א‬O4 #'J‫א‬X'm‫א‬39?' 9X"‫א‬U`4D‫א‬
w(;‫א‬X‫' א‬4z( #'J‫*<א‬X'm‫א‬39‫و‬،l/m%‫ق‬/2‫م‬%،‫ن‬K' ‫א‬
٢٠١ E‫א א א‬F ‫א‬
‫ن‬%‫و‬،‫אא‬J2‫*وא‬O9‫ن‬%3*X'm‫א‬39A9‫صא‬Sq‫א‬Az 9‫و‬، -
، 9XsU`41 4EQ/‫*<אאوא‬vM‫د‬4‫و‬Kd3*.‫א‬X‫א‬J9
A4‫ص‬Sq‫א‬.p*‫אل‬pQ39*O;‫ א‬9J2K 9‫د‬qX1‫ و‬94$/BU`41‫و‬%
‫ل‬3$/7‫ذא‬aA43d‫א‬pQ39A6‫א‬A 4Q~T)8J2K‫*<אא‬
3#z 97،*Xm‫א א‬3T9/9Y‫' א‬4‫א‬/BK2 R]‫א‬U`4D‫א‬
KEQ/‫*<א‬A< 27
Construction Method‫ اﻟﻄﺮق اﻟﺒﻨﺎﺋﻴﺔ‬-٤
'4‫ذא‬D‫א‬EQ/‫א‬ALgB2EQ%،&F‫אא‬a، 4;‫א‬EQ/‫א‬U‫א‬Xm‫א‬J$
،z'7‫م‬%، ‫م‬%،9/0ae7%.‫א‬Q 4;‫א‬EQ/‫نא‬1?'، '96K' ‫وא‬
A4*Xm‫א‬AB@‫א'ن‬ALg7)KK' 4U‫א‬Xm‫א‬.‫א‬/01E(9bT a‫م‬%
EBO2@+$‫و‬d*9X39+$A4d‫א‬pQ3[A‫و‬،XS;‫ א‬#'J *‫אز‬/21b9/c
Y‫א‬U‫א‬X(KQ‫א‬k $‫ ؛‬#'J‫אدא‬/% 4/cAB@Y‫ א‬oQ‫א‬A‫و‬،ETK
EJ‫و‬Ky‫و‬y‫و‬l‫و‬،rY‫א‬.'q‫و*' א‬، Q/‫*' א‬%^
،U`4D‫وא‬%،EQ/‫صل*<א‬Sq‫א‬.‫א‬X /J; S(;‫قא‬/‫א‬/q%A
،Construction '#‫قא‬/2 JQ‫؛*א‬XT‫ א‬4J$Y‫א‬k $ Rm
،*O;‫ن*אא‬7%.‫א‬Q،<*O9‫ ل‬TF.#2‫م‬+9‫ن‬%‫د‬/K‫א‬Az 9?'
T+‫وא‬XT‫א‬Xm2(9EJ‫و‬،ً#'Jً/q‫م‬%ًX‫م‬%،XR
a#$Y‫قא‬/‫אع*<א‬%/q%*،(TAT) Thematic Apperception Test
A‫ع‬#‫*אא‬KXT‫ א‬4J$Y‫א‬k $ Rm،U` ‫א‬EQXXm‫א‬
‫*א‬z93[A‫و‬،,- XT‫א‬A 439+$ 467/9U‫א‬Xm‫א‬
‫©_؟‬J$‫؟وذא‬K9~'7‫א*؟و‬/9~'7،XT‫*<א‬A4?9 2^SO‫א‬
KEHSIA,1988,p.251FK '`4D‫א‬U}‫א‬a،ًRTm، +9/‫م*<א‬S($
‫א ذجא א א‬ ‫‪٢٠٢‬‬
‫اﻟﻤﻨﺎﻫﺞ واﻷﺳﺎﻟﻴﺐ اﻟﺒﺤﺜﻴﺔ اﻟﻤﺘﺒﻌﺔ‬

‫&*<א;‪AU J‬א*‪k#*،L‬א‪ALgB‬א‪/‬قوא;‪*#‬א‪، '4#‬‬
‫א‪AY‬א;‪AB‬א‪SQ‬א‪E'Q 4x#K‬א;‪g‬ل‪W‬א}‪ 4‬א;‪،Focus group67/‬‬
‫و‪a‬א‪J‬د‪<،‬א}‪B$ 4‬ن‪a‬ود‪Sq%/O4H1 JQ‬ص‪4،‬د‪'،‬‬
‫‪، +2Q /J3#'2‬و‪B$‬نא;‪B9، 4UOF#EBq 4 2+‬ندو‪X‬א?‬
‫'‪_'0$‬د א א‪،X‬و‪J2W/c‬א‪ oQ‬א‪ 9X(KQ‬وא‪1 +'F‬ذא‪6‬مא‪K/‬‬
‫‪k#*،ً89%‬א ‪.+‬א‪U‬א‪/K‬د‪ 9‬א; א‪%، 4(/($FY‬و‪،/g7%‬و*‪A#‬‬
‫א;‪AB‬א‪Sq% [`g2.K7‬ص‪K‬و‪A‬א;‪AB‬א‪KQ‬د‪*A‬אא;‪ /Ja#‬‬
‫وא‪Xm‬א‪A Rm،EQ/‬א‪#‬א)א‪ '(K#‬وא;‪ 4X+‬א‪،3K‬و‪l‬א (‪ 'Q‬‬
‫‪!'9K*s‬א;‪#‬א‪ 43+ )4#‬א א‪a R/K‬א‪/2_$#'4X'm‬ق‪J$‬‬
‫‪ 4‬א‪OJ‬א' ‪*7‬א ل‪a‬א;‪U'"#‬א‪K 'B‬و‪ '*%l/#1‬א‪<*EgX'm‬‬
‫א‪U#'J‬א‪a Rm، '4#‬دولא‪¤J‬א‪/01 2JR?'،)#‬א‪.‬א‪X'm‬א‪U#'J‬‬
‫א‪OJ‬א' ‪K'B$H1 yD2،‬א*‪ ¥‬א‪&'(9Y‬א‪+‬ن‪<* 4‬א `‪U‬‬
‫‪%،ً 4K M‬نא;‪#‬א‪+9)4#‬م‪/2U#'4‬ق‪J‬دو*)‪r‬א‪ 9#J‬‬
‫‪ 'K'B2‬א‪،*X'm‬و‪/01‬א' ‪%&'($،*'K#$‬ن‪+$‬م ‪ 43+‬א ‪ 9:$‬وא' ‪،‬‬
‫‪3¥Ja‬א ‪ KU‬‬
‫اﻟﻌﻨﺎﺻﺮ اﻟﺮﺋﻴﺴﺔ اﻟﺘﻲ ﻳﺠﺐ ﻣﻌﺮﻓﺘﻬﺎ ﻋﻨﺪ اﺧﺘﺒﺎر اﻟﺮﺳﺎﺋﻞ‬
‫*‪a ('X/R#4 (ªk#‬א‪`mA/Jz Q/‬ل‪ 2+‬‬
‫א‪XFlً'#N9، #'J‬א‪a Q/‬א‪R‬ل‪H1‬א ‪X‬‬
‫א;(‪ K_4Aw‬‬
٢٠٣ E‫א א א‬F ‫א‬
Comprehension ‫ اﻟﻔﻬﻢ‬-١
‫ص‬/3*%*&2‫و*א‬KEQ/;‫'_א‬#J9;X‫א‬3l_2‫د‬T+;‫وא‬
A‫و‬،.)qv%b'+M‫م‬4©J9 Q/ )+ ;‫א‬3‫م‬4‫ن‬1‫و‬، ‫א‬3T_' 4
W)+ ;‫א‬#4*XB%‫ و‬Q/‫א‬3‫د‬J2% 4w/J '‫ א‬oQ‫א‬W/c‫`ل‬m
K‫ل؟‬+9‫ن‬%EQ/;‫א‬9/9‫ذא‬ •
K‫ ؟‬Q/‫א‬Ae‫ذא‬ •
K Q/‫'_א‬#J$‫و‬%،‫<א‬T+9W/q‫א‬ •
K‫ _؟‬4X‫א‬A‫א‬z 9‫• ذא‬

Acceptability‫ اﻟﺘﻘﺒﻠﻴﺔ‬-٢
l‫و‬،_'1 +;‫א‬EQ/‫وא‬%، Q/‫א‬XBX‫א‬E+$l2‫د‬T+;‫א‬
.9BEQ/‫' א‬yX1©J$ ' +‫نא‬%7،2W/$Y‫' א‬K'B _(-Q‫א‬
K‫ش‬J;‫_א‬JF‫_א‬$/¥‫)و‬+ ;‫א‬
W) 9،#*،/cAB@Y‫ א‬oQ‫א‬A
Y‫ א‬4" ‫و‬%،k'1.)(9 Q/‫א‬a‫و‬%،‫א‬a‫ن‬%+J$E* •
K‫'؟‬1)#$
K‫ ؟‬+9/‫<א‬2_'1‫ق‬/‫<א‬/B$EQ/‫א‬a09E* •
X‫אدא‬/ '4‫א‬U‫دא‬J‫' وא‬40‫سא‬+‫א‬J2‫ن‬%l/$E* •
K‫'~؟‬7‫<؟‬OEBO2eFFw(;‫א‬
Believability‫ اﻟﻤﺼﺪاﻗﻴﺔ‬-٣
+J9x#*‫ن‬7‫ذא‬1‫و‬، #'J‫א‬X (#2 Q/‫قא‬Rl /J©J$
W '‫ א‬oQ‫א‬W/cAB@K&#+EBO2&F‫' _ א‬g¬‫م‬4‫و‬%،_K9‫ز‬X‫א‬
‫א ذجא א א‬ ٢٠٤
AB@~'7‫؟*؟و‬EQ/‫*<א‬a_+9T$AB@k#*‫ن‬%l/$E* •
K‫ً؟‬F‫د‬R‫ن‬B9‫ن‬%
Involvement‫ اﻻﺳﺘﻐﺮاﻗﻴﺔ‬-٤
_$F`4d`mAw(;‫א‬X‫א‬l/9Y‫' א‬c$X‫א‬/¥#‫א‬aEBO$
W oQ‫א‬A '4#‫*<א‬W/cAB@K y‫و‬/J;‫א‬EQ/2
K‫؟‬A9/m‫مس‬%،k'1 0EQ/‫ن*<א‬%+J$E* •
K‫ ؟‬0EQ/‫*<א‬+J$A; •
K‫ع؟‬y;2k2/9‫ذא‬ •
K‫'_؟‬1/¥#$~'7 •
Appreciation‫ اﻹﻋﺠﺎب‬-٥
،EQ/‫*<א‬A</B9‫و‬،X‫*אא‬z /Ja،#*،T+‫א‬AB9
‫אد‬4D‫' א‬A‫م‬%،EBO‫' א‬A‫م‬%،‫ن‬8;‫' א‬Ak‫نذ‬7%.‫א‬Q
W) 9،#*،/cAB@Y‫ א‬oQ‫' א‬4AK‫אج‬/mD‫وא‬39+‫وא‬
K‫ ؟‬Q/‫*<א‬ak"J9v‫א‬ •
K‫ ؟‬Q/‫*<א‬a</B$‫ذא‬ •
K‫ ؟‬Q/‫א‬H1xO$Y‫א‬.'q‫*)א‬ •

‫ﺑﺤﻮث أﺛﻨﺎء اﻟﺤﻤﻠﺔ‬
‫اﻟﺘﻐﺬﻳﺔ اﻟﻤﻌﺎﻟﺠﺔ‬
Feed Process
4 J2H1H‫ אو‬0X2w$‫و‬، ‫א‬LQ.#[% J;‫ א‬9:‫א‬3$

¥` 4/T+9‫و*א‬، '\‫ א‬J;‫א‬E0%AXT+‫وא‬.m‫ א‬¥`‫و‬
‫‪٢٠٥‬‬ ‫א ‪F‬א א א‪E‬‬
‫و‪.m% J‬א א‪"9E2، '`4D‬وز*‪ ¥`H1‬و‪&'X[&$‬א‪J‬א‪E‬‬

‫א‪ 'Q'QAl/m‬وא‪TF‬د‪ 9‬وא‪ '40‬و‪ 96's‬و‪، 9'K#$‬و‪L(2$F`4‬א ‪،‬‬
‫وذ‪E0%Ak‬د&א‪،ًFU'2D‬و‪`4‬جא( '‪B$F،ً`gKAB%U‬ن‬
‫א ‪-‬א‪A -0 -3 'J 4$Y‬א‪ '#‬א‪، '`4D‬وא‪#‬س‪b$‬‬
‫‪ 4‬א;(‪U'KO‬وא;(‪UKR‬א;‪0‬د‪a‬א;‪، +#‬و‪.41 +9/c3'¥#$.QAB‬‬
‫א‪T‬ل‪ً72X1z(9F‬و[‪X‬אً‪ 4 ' Q‬א‪B9،hXً89%،X‬ن*‪^+k#‬‬
‫‪<*/$a‬א‪T‬ل‪FD "'،‬لא‪#‬س‪(aAB$¤ +9/2‬نא‪ 4N+‬‬
‫א و‪/9+$‬א‪،d3$‬א‪z‬א‪ JE0%Ak_'#‬א;‪U`BO‬א‪%/$Y‬‬
‫و*)‪J2ax#*K*a‬א `‪U‬א‪ 9#‬א‪J2ae¬Y‬دولא‪¤J‬‬
‫א‪Eg،)#‬א‪N K‬و‪9$‬אن‪r،‬א‪SQ‬אم*<א‪ +9/‬א‪،*Xe4%Y‬وذ‪k‬‬
‫‪4(h‬א‪X‬وא‪U7‬א‪3''+U` 2 +‬א‪+‬مא ‪،ER‬و‪ /J‬‬
‫‪T‬א‪ 'F‬א‪U'y/K‬א‪+$Y‬م‪' 4‬א ‪ KEGonzalez,1989,p.303FK‬‬
‫اﻟﻤﻨﺎﻫﺞ اﻟﻤﺴﺘﺨﺪﻣﺔ‬
‫و‪<*'K#‬א‪BD2 9:‬نא‪4‬د‪ 4‬א‪,-‬א‪ '4#‬א‪)J$Y‬א‪3+‬‬
‫‪ 4‬א ‪،EF% K B2،/g7%E'RK$‬و'‪/J#Q،J2‬ج‪%J2 4‬אع*<‬
‫א‪,-‬א‪ '4#‬و‪ K'*%‬‬
‫ ‬
‫ﺑﺤﻮث ﻣﺎ ﺑﻌﺪ اﻧﺘﻬﺎء اﻟﺤﻤﻠﺔ‬

‫اﻟﺘﻐﺬﻳﺔ اﻟﻤﺮﺗﺪة ‬
‫‪ Feed back‬‬
‫א;‪T+‬د‪ 9:2‬א;‪ X+*،#*،$/‬א‪#‬א‪& - '#‬א*א‪w‬‬
‫א‪ ('/‬א‪Y‬و‪Qu7eJy‬س‪،d‬وذ‪_++l /JE0%Ak‬א ‪A‬‬
‫א‪Q‬وא*א‪w‬א;‪&'(9KEGonzalez,1989,p.303F 2 c#‬א;‪3®'+‬א ‪T‬ل‪ 4‬‬
‫א ذجא א א‬ ٢٠٦
k‫وذ‬،_#vg‫ אو)وא‬Rm،w(;‫א‬X‫א‬A4 +'F‫ود‬Lg7U J

_y/J$l‫و‬،‫م‬J‫א‬X" _(‫و‬، '(K#‫وא‬، '‫א‬/@‫א)א‬#‫'^א‬
7،k‫ذ‬UF‫و‬%‫و‬،‫ض‬/J‫א‬rd`mAY‫' ' א‬Q‫وאאعא‬، ‫א‬EQ/
،)4‫وא‬v‫د‬/K‫א‬N9(;‫ א‬4EQ/‫' *<א‬J‫'س‬FaX+‫א‬3®'+ ‫ن‬%
،k‫ذ‬H1‫و‬،.'‫وא‬،l/+‫وא‬،/"d‫وא‬،/Q‫ א‬4 ‫א‬EQXL[u$Eg7
A‫د‬K(9‫و‬K (;‫א‬L*‫ א‬44AEQ/‫א‬L[u$ 'Q /Jk7‫و‬
‫ن‬BD
2Lg7‫¯ذج‬K 2OU`'K#$‫و‬¢'#4،J2'، 9:‫*<א‬
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KEPatton,1989;Flay and Cook,1989,p.193FKً"# '4#‫א‬S9#‫و‬
‫اﻟﻤﻨﺎﻫﺞ اﻟﻤﺴﺘﺨﺪﻣﺔ‬
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KU'7 (‫وא‬U*s‫وא‬a/J;‫א‬l(;‫ א‬4
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,-‫مא‬S($ '# '‫אو‬U7‫*<א‬J2U%2Kand Reliability
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K#'2‫وق‬/K‫ א‬/J#('
‫א ذجא א א‬ ‫‪٢٠٨‬‬
‫اﻟﻤﻨﺎﻫﺞ اﻟﻨﻮﻋﻴﺔ ﻟﺒﺤﻮث اﻟﺘﻐﺬﻳﺔ اﻟﺮاﺟﻌﺔ‬

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‫وא'‪ o‬وא‪J‬א‪E‬א' ‪،‬وא‪Xm‬א‪##B@7KEQ/‬د‪X‬א‪ Q‬א‪ 9:‬א;(‪/‬وא;‪ + J‬‬
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‫‪*' 4ET‬אא‪b9/cA4##B@7،EPatton,1989,p.105F X‬د‪X‬א‪ Q‬‬
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‫‪ KEPatton,1989,p.113F'1‬‬
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‫‪Goal-Free evaluation‬‬ ‫‪ -١‬ﻧﻤﻮذج اﻟﺘﻘﻴﻴﻢ اﻟـﺤﺮ‬
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‫‪ K<'K#‬‬
‫‪Responsive Evalution‬‬ ‫‪ -٢‬اﻟﻨﻤﻮذج اﻟﺘﻘﻮﻳﻤﻲ اﻻﺳﺘﺠﺎﺑﻲ‬
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In-depth interviews ‫ اﻟﻤﻘﺎﺑﻼت اﻟﻤﺘﻌﻤﻘﺔ واﻟﻤﻄﻮﻟﺔ‬-١
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‫ﺍﻟﺒﺎﺏ ﺍﻟﺮﺍﺑﻊ‬
‫אמא ددو א وא ‬

‫ ‬
‫• اﻟﻔﺼﻞ اﻟﻌﺎﺷﺮ‪ :‬ﺧﺼـﺎﺋﺺ اﻹﻋـﻼم اﻟﺠﺪﻳـﺪ‬
‫وﻣﻴﺰات اﺳﺘﺨﺪاﻣﻪ ﻓﻲ اﻟﺤﻤﻼت اﻹﻋﻼﻣﻴﺔ‪.‬‬
‫• اﻟﻔﺼ ــﻞ اﻟﺤ ــﺎدي ﻋﺸ ــﺮ‪ :‬ﺣﻤ ــﻼت اﻟﺘﻮﻋﻴ ــﺔ‬
‫اﻹﻋﻼﻣﻴﺔ اﻟﺴﻌﻮدﻳﺔ ﻋﺒﺮ اﻹﻋﻼم اﻟﺠﺪﻳﺪ‪.‬‬
‫‪٢٢٣‬‬
‫ﺍﻟﻔﺼﻞ ﺍﻟﻌﺎﺷﺮ‬
‫صאמא د دو زא אدא ‬

‫א א ‬
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‫‪23 UB‬א ‪KSmF0‬‬
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‫و ‪ + U6‬و' ) ‪ +‬א‪KC` Q‬‬
‫‪ -٩‬ﻗــﺪرات ﻋﺎﻟﻴــﺔ ﻓــﻲ اﺳــﺘﻴﻌﺎب اﻟــﺰﻣﻦ واﻟﻤﻜــﺎن‪#_ fD +0W‬א ‪ B3‬‬
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‫‪٢٢٧‬‬ ‫א مאوא אאא א ‬
‫‪WiLcox,2010, P.307; FKC‬‬ ‫‪B‬א‪$[ /‬و>‪: ;3 CA B#N+0C 6 BCU‬א '‬

‫‪ KESafko,2010‬‬
‫ ‬
‫اﻟﺤﻤﻼت اﻹﻋﻼﻣﻴﺔ واﻹﻋﻼم اﻟﺠﺪﻳﺪ‬

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‫‪New media‬وذ‪1 ! ~$ %;]k‬א (‪ W‬‬
‫أوﻻً‪ :‬ﻣﻦ ﺣﻴﺚ اﻟﻨﺎﺣﻴﺔ اﻟﺘﻘﻨﻴﺔ ‬
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‫وא <د‪ K$‬‬
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‫وא‪KIKK 3T‬‬
‫راﺑﻌﺎً‪ :‬ﻣﻦ ﺣﻴﺚ اﻟﺘﻜﻠﻔﺔ‬
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‫א‪i),‬א‪(v‬و‪CA +I‬א`‪1?zCK‬א‪ /8 j‬אא&‪C‬א‪ KEKay,2009,P.8FC` Q‬‬
‫وﺳﺎﺋﻞ اﻹﻋﻼم اﻟﺠﺪﻳﺪ‬

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‫‪Webcasting‬‬ ‫‪ -٥‬ﺗﻌﺰﻳﺰ اﻟﻤﻮﻗﻊ ﻣﻦ ﺧﻼل ﺑﺜﻪ ﺑﺎﻟﺼﻮت واﻟﺼﻮرة‬
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‫أوﻻً‪ :‬اﻟﻤﺪوﻧﺎت ‪ Blog‬‬
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# C; ;F B3 B g :!w ‫ن‬F C ^‫ א‬g ? '‫ ول א‬w ،Z" ‫ א‬#
%;F‫ و‬،C'> U‫ א‬+,‫ و و‬، 6 ‫ ع‬6 B,‫ א‬1 %78 2B‫ و‬،Z" + B‫א‬Q ;‫א‬
KIKK 6>FZ"+‫و‬،‫ م‬:Nj>Z" ‫عא‬3v3a6x/‫و‬،k‫ذ‬:j)
g ‫ل‬3!^ > C> Q &,‫ א^ א‬1 CK " ، 6 C ^‫ א‬g ‫ن‬3 '‫و@ ? א‬
‫ ق‬T6‫ج א‬8 " (''^‫ א‬0 ‫ א‬1 C&‫ אא‬/8 j‫ א‬1 C%7‫ وא‬،C ‫ א‬. ‫א‬
@ 6+‫אدو‬3‫> ¡א‬:W#BCv‫א‬i),‫ א‬/8 j‫א‬XIً %hC) v >،(v‫א‬i),‫א‬
KIKK z ;8I$‫ د‬I‫و‬
k/‫و‬،SD3‫א‬8‫وزوא‬- f]‫א‬Z> D ‫א‬¢ "C ‫ن‬FCaAB(%6#N
،C‫ د‬% ‫א א‬n:@U+? rsC 6 > ?´K
SD3BXI‫ ج‬W،SD3‫א‬$8‫دא‬I
CK °‫א‬C&3& '‫א‬Ca&]‫אوא‬-‫د> ¡א א‬W‫ن‬FC ^‫א‬$8‫دא‬I¢+ g S' /
?@+ B3 B CU> Z/ij‫ א‬C&MT> ¢ + ‫ א‬k + CK " CD ‫ א‬n ?NW ‫א‬
‫ س‬6‫?א‬a )SD3‫א‬:%D#B @)‫م‬Q U+3;‫א‬C'T‫وא‬C!Qj‫@?א‬+ & >‫و‬
1‫دد‬i?@f >‫و‬،#B]‫ א‬fD‫ و‬+ K3!"p @ &‫א‬#Bً)3" + B3 B/‫ذ‬1‫دد‬i
، )37B[7>g ‫ل‬3!^‫א‬#B )3°C< & ‫و&(؛‬iN‫א‬n>‫אن‬36/‫ذ‬
KESeiger, 2003; Foot,Schneider, 2003F2"F @ %>SD3‫مא‬3'‫ن‬F#Bً)3"‫و‬
8‫ > ¡ زوא‬jA : F #B SD3‫אم א‬Q ;‫ א‬#N{ WMobilization ‫اﻟﺘﻌﺒﺌﺔ واﻟﺤﺸﺪ‬
#B ‫ א‬SD‫א‬3‫ א‬1 p 6‫ و‬Advocates C b # B‫ و‬#K 6B ‫א‬3b%! SD3‫א‬
‫ن‬F(%6‫دوא‬3j^‫א‬n¢ ": F#B @B‫א‬Q ;‫א‬C ^ >? ' #N{‫قא‬T‫א‬
،C` Q‫@ א‬+‫دوא‬F‫ @ و‬D‫א‬3B‫ و‬V&i&ª (v‫א‬i),‫ א‬0 ‫ "ل א‬#B ‫د‬3@ ‫ن‬3N+
W( B‫ق‬T‫א‬n#B‫و‬،C `‫א‬$ ^‫وא‬F‫"لאאن‬#Bk/‫و‬
٢٥٩ ‫א مאوא אאא א‬
‫م‬3'+ ،Z B ?; > $‫ د‬Group C3¦ 1 C/8 j SD3‫ א‬8‫ زوא‬$3‫ د‬J١

،C` Q‫ א‬V&i&‫ א‬SD‫א‬3B ‫ "ل‬#B @ ;8 :K3+‫ و‬C ^‫ א‬CB" g ‫د‬3@
p3>Y`‫وא‬،C&‫و‬iN‫א‬xb!‫وאو& وא‬،CR‫د‬8‫א‬SD‫א‬3B1C `>C/8 j‫وא‬
‫אد‬3‫ א‬S‫ز‬3+ SB C` Q‫ א‬R '6‫ א‬-‫ א‬I‫ و‬8 N)]‫ وض א‬-‫א‬8d‫ א‬-‫>א‬I‫ و‬،n[7‫و‬
KSD‫א‬3‫א‬#B[ N z ;8I‫و‬CB‫אز‬
W‫"ل‬#Bk‫ذ‬C@+g : ‫ن‬FC ^ >? '‫א‬g (%6‫و‬
? Cbv‫ وא‬2¤8 ¢)‫ ¡ و‬%‫@ א‬f > & U+‫ و‬p8 j+ C''A C3¦ #3N+ •
?; '+‫ و‬،p8 j ‫ وא‬،#‫ و‬6 ‫ دل א‬%+ @) ? ‫ و‬SD3‫ "ل א‬#B ?z W
KK‫אدود‬-‫ א‬I‫و‬،V&i&‫ א‬b`KL`!+‫و‬C > B‫و‬،-‫א‬8d‫ دلא‬%+‫و‬،‫א] ل‬
KI
،CTj&F‫ و‬،8 %"F #B C ^‫ א‬# 3 B :N> C3‫ א‬n ‫و‬+ •
C ^ >C B /C‫א‬8‫د‬g - f]‫א‬L%!rs¶B‫و>א‬، )‫و‬،‫و אول‬
K @+ ‫ @ وא‬D‫وא‬
C3'+‫ و‬،?@+‫א‬8 U` ;‫ א‬g > I g ‫ل‬3!^‫ א‬1 - f¥ CK`‫ א‬CA +I •
KC` Q‫ א‬jD 6‫א‬-‫ א‬I6?@‫א‬8P
?'+‫ و‬KKC&‫ אא‬h j6 > CK " C3¦ #3N SD3‫ א‬8‫ زوא‬$3‫ د‬J٢
:K‫א‬3 >#"d‫א‬- f¥c U‫ @?وא‬B:K‫א‬3 ‫א‬C`/‫@?و‬6‫ و‬6# B3 B
8‫دوא‬M> ‫ن‬3B3' rs ،V&i&‫ ق א‬T& ‫ج‬8 " C3‫ א‬n 8‫ن دو‬3N‫ً و‬fF ?@ B
C U‫א‬¢h#‫و‬FC ^‫אدא‬3B‫ و‬3%T‫> ¡א‬S‫ز‬3+¢h#-‫א‬3;C&‫א‬B
?@ B‫ن‬3 K‫א‬3 #©¸ #"ÃC ^‫א‬: ;8‫! ل‬I1C3T ‫א‬C/8 j‫وא‬C!Qj‫א‬
K‫א ش‬SD‫א‬3‫א‬1
‫א مאو א א‬ ٢٦٠
S> +rsC ' ‫א‬CB‫א‬: ;3 >C! 2"FC3¦#3N+#N{ J٣

#?@jD 6+‫ אوא و‬/ :;‫א‬+‫و‬،EF‫ א‬b`K1, '‫ א‬N+‫و‬xb!‫א‬
C T+: F#B &3` ‫אذא وא‬1# ‫א‬h _‫و‬،C ^‫عא‬3v3B
C B‫ אز‬T ;,‫'' وא‬b ‫א' >وא‬-‫ א‬I‫و‬C ^‫) א‬
EFoot and Schneider,2006,PP.129-155F
B3 ‫ א‬U&‫א‬Ca&g + CN%j‫ "لא‬#B[ ‫א‬jA$N)‫ن‬I
EF‫ א‬$‫ د‬D ‫ "ل‬#B #"Ã C ;‫ ? א‬+ ? ‫ذ‬I KKtow-step flow Z+3T" g
‫ل‬3!^ > 3‫א‬n‫)אد‬F‫م‬3' 6‫و‬،(; ;]‫א‬8!‫א‬#B @ ‫ن‬3 !w#‫א‬
‫א` אאد‬XI 3 K3?C ^‫א‬g Z '‫"لא‬#B‫אد‬3‫ وא‬B3 ‫א‬g
KC ^‫אא‬F¢'W:%;1k‫@ وذ‬I‫ل‬3K3‫א‬
‫ "ل‬#B C@‫ > ¡ אوא>| א‬: C ^ > ? ' #N{ WConnecting ‫اﻟﺮﺑﻂ‬
¡ >S DF3‫א ل‬:%;g KK‫ع‬3v3 >CD ‫ذאא‬CK "$@j‫ذאא‬8‫א! د‬
?@ D‫א‬3BSB|>‫وא‬8: 6#N{،Z" ‫א‬#C ¨ 6‫و‬Z" ‫א‬#[ j‫א‬
CD‫א!א‬#B‫א‬: k‫وذ‬،C ^‫א‬1 @6B$‫>@?وא) د‬8 ‫@?و‬+‫@ دא‬R"F‫و‬
a6‫א‬#B 6Lv3+ /( ,‫سא لא‬F8‫א و‬- 6>‫و‬C b
K(& ‫א‬:!`‫א‬1 @ ;‫א‬8‫د‬V¹‫א‬C 6D‫א‬
‫ﺗﻘﻴﻴﻢ اﻟﺤﻤﻼت اﻹﻋﻼﻣﻴﺔ اﻹﻟﻜﺘﺮوﻧﻴﺔ‬

Ca^ ? ‫ن‬F #N{ ‫ אم א‬C ¨ ‫و‬F C&‫و‬iN‫ א‬C ^‫دود א‬B ?'+ ‫ن‬I
‫ א‬C ' ‫ אم א‬: ;3/ VU ‫ אم א‬: ;3) CB + CD>‫ و‬Cab >
CD‫ د‬V& / @) ، @ > B ‫و‬F @BQ UB ‫ د‬C) B ‫ ن‬A]‫ א‬#B [ / 1 !
٢٦١ ‫א مאوא אאא א‬
¢'W 2B W @ B :b U -(B 6‫ א‬0 ‫ دول א‬1 CK " - $`6‫ א‬s]‫א‬
C ^‫א‬g ‫ن‬3 ' )‫אمא‬: ;‫و‬1 BF،C ^‫; @ ]אא‬8‫>א¦@ و‬
S% +‫"ل‬#Bk‫ن>@ وذ‬3B3'$3T":/[M+C > BC3@;‫و‬U:N>‫ن‬3 T U
[M+g ¢%T6‫وא‬،L`! ‫وא‬FC > ‫א‬1‫د‬£‫א‬#B‫א‬8‫'א‬B‫و‬،Zb`! ‫دא‬
¨ 1 B >‫و‬F p‫א‬8 > C ^ Z > ‫ وא‬Z! Q‫ א‬-‫א‬.°‫ل א‬3' ‫ذ‬I KKًfF &‫א‬
V&i&‫ א‬g @> ‫ن‬3B3' $3T" :/ [M+ ‫ ن‬/ ( b%‫ن )' א‬F C> Q &,‫א‬
C/8 j‫وא‬F > Q &,‫وא‬F . ‫¦ لא‬1‫ نא‬/F-‫א‬3;C U>C ;[M ‫א‬8‫'א‬B‫و‬
KEKaye,2009, PP.120-121FC ^‫ א‬h j&1

‫א مאو א א ‬ ‫‪٢٦٢‬‬
‫ﺍﻟﻔﺼﻞ ﺍﳊﺎﺩﻱ ﻋﺸﺮ‬
‫אود ‬ ‫ אو א‬

‫ ‬ ‫מאدد‬ ‫א‬
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‫ ‬
‫زא ‪/0345‬א‪<N8O‬א‪H 8IJ K8LC'4<?M7 0‬א‪GE%‬وאא ‬
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‫\ ‪S‬مאمא‪ :‬و[‪Z‬א‪,Y‬אא א‪LJR0%X6‬لאא‬
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‫‪Social‬وא‪E^6‬א‪SO‬א‪I N8(89 8‬אً‪J‬אد ‪-7 K8L‬‬ ‫‪networks‬‬
‫א‪g8'M‬وא‪ K8$‬‬
‫‪٢٦٣‬‬
‫א مאو א א‬ ٢٦٤
‫ א א‬a)‫ &א‬g8?‫א א‬hA Gi& 78 ‫ل‬L >‫و‬
W 8‫א‬8UX&‫א‬I‫א ! و‬/0 ?0.&‫א‬J +5‫א‬
K8$‫وא‬g8'M0 7‫א‬hICD‫و‬، 0k‫ و‬0 a)‫زאא&א‬8 •
K ..F‫א'>א‬,hF‫@א‬+5‫א‬H 8:‫א‬89l/0H0l •
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K 7O8F‫( א‬8M‫א‬
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K ?'M‫א‬/089$ Rl07‫'ع‬Y&‫<א‬ •
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K878&‫وא‬، 45F‫وא‬
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K 0.F‫ א‬89 /X
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s7‫وא‬, @A‫ و‬890 -.N8‫ وא‬0.F‫ א‬m85 s7‫وא‬, v H8l‫ א‬J <7 ، ‫א‬
K ‫' ^عא‬q‫ و‬0.F‫نא‬.WQ8w )\
J ‫ل‬8F‫نא‬84b‫א‬O 0.F‫א‬J [9&‫א‬CA8.:‫א‬x‫א‬5(y7a)‫א&א‬rhA‫• \ م‬
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Ka)‫אא‬/0 0.F‫<א‬N8O,5M J 0$‫ א‬4,8M&‫و]א‬، '?‫א‬
‫ א‬J :‫ אم א‬sN8O‫אم و‬SO‫ ن א‬8 #W 8A >
C{p‫א‬J Xً‫א‬,‫د|دوא‬i \@A‫ و‬N‫א‬7<7 0 ‫زא‬8 ‫א אد‬
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‫‪٢٦٥‬‬ ‫א א א אد א مא‬
‫‪h‬א‪/0@l' ،‬א‪/0-.N8‬א א ‪J‬אزא‪,‬אوא‪89:‬‬

‫א‪ +5‬א&‪ $0S‬א\‪8.A‬م ‪87‬م א‪ 9..% :‬و ‪ rhw Ah$‬א‪.F‬‬
‫وذ~>‪ WZ 5q‬‬
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‫و ‪<N8O,5M‬א‪ 0.F‬و‪A‬א[‪r]89‬و[‪Z‬אد‪/(8. U‬و‪CO‬א‪] 0.F‬و‪sN8O‬‬
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‫وאد ‪89.8%‬אز وو[‪,8(Z‬א‪ 0.F‬و‪hAZ 8/0a 8.4K89[8A‬אא‪Z 5$‬‬
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‫‪A‬אא‪ 0.F‬و ‪89 89I‬وא ‪8‬ع^‪،89‬ون ?ن‪HO8 RN8W8%%‬‬
‫و‪ 'q‬אمא‪ :‬א‪ 0N8O‬وא‪ K $‬‬
‫‪ -٢‬ﺗﺨﺼﻴﺺ ﻣﺒﺎﻟﻎ ﺟﻴﺪة ﻟﻺﻋﻼن ﻋﺒﺮ ﻣﻮاﻗﻊ اﻹﻧﺘﺮﻧﺖ اﻟﻤﺨﺘﻠﻔﺔ‪ :‬אنאم‬
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‫א مאو א א ‬ ‫‪٢٦٦‬‬
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‫وא‪ a ،GW‬א[‪8‬د‪ Y 8.z Z0L J 9 m‬وذא و\‪<N8O, 5M b‬‬
‫א‪ 0.F‬وא&‪K89X8vJ .A8‬و\(~‪J‬ن‪ 4,8M‬א‪a,9.:‬א‪8 0.F87N8‬‬
‫‪ 8v J‬א‪ 0.F‬و‪A Z‬א[‪ @Y 8.4 ،89‬א‪ 0.F‬א‪ /0 m,‬א\ ‪ ,8M‬א‪2‬و‪aO‬‬
‫و ? > ‪Y 8.z‬ع ‪ <$‬א‪ s[ 0.F‬א[!א^ً‪ 8‬و?> وא)ً‪L > 8‬ل‬
‫א&‪J 4,8M‬אوאوא&‪,8‬ضوא&‪878‬وא‪ YM 2‬א&א ‪/08 8.4KK [84‬‬
‫א ‪,8M‬א\ ‪8%‬لא‪@A8I‬وא&‪8M)8‬א‪K8wX %SM‬‬
‫‪ -٤‬رﺑﻂ اﻹﻋﻼم اﻟﺘﻘﻠﻴﺪي ﺑﺎﻟﺠﺪﻳﺪ‪L>59U :‬ل‪ 78‬א‪.F‬א ‪/0‬‬
‫א ! ‪ ،‬و‪h87‬א א‪ ،x7 $‬ن ‪ 8v‬א‪ m,7 C'4 <?M7 s' 5 0.F‬א‪-.N8‬‬
‫‪s7,/0890‬אمא‪|087 :‬ذ ‪.? 8.9‬ن‪،8.9W7‬ذن‪GE%0‬‬
‫ دو‪ 8A,‬אא^‪ J #‬א‪K‬ل ‪ @ 8%‬א‪5‬א‪ ,‬و‪ -$.0‬وא&‪ 8.4 ،8$‬ن‬
‫= ً‬
‫‪0‬א א‪ N8W$‬دو‪ J 8A,‬א‪K‬ل ‪ > mC=4 8$‬א‪ CA8.:‬א&‪ ، [9‬و{‪m,8‬‬
‫^‪8‬א‪ 0.F‬و‪rhA]890N8O,‬א‪/0ً878? sN8O‬א‪]89<8$‬‬
‫אمא‪' 8 K8L، :‬א?‪g8‬א&‪>c F87> ,9M‬א‪ 0.F‬وא‪Z0‬‬
‫‪890‬و{‪5‬א‪K89 8^b‬‬
‫‪٢٦٧‬‬ ‫א א א אد א مא‬
‫و و‪ I‬א&‪L > Gi‬ل א‪ .F‬א א‪,5 J R7q 8Ah$ 6‬‬
‫א‪.F‬א ‪,0‬א‪8O‬א‪8v80‬א‪.F‬א‪ 6‬م[‪89‬א‪-7s7587gY‬‬
‫אمא‪|0‬وא‪، :‬ذ ‪8R‬زאل"مא‪|0‬دو‪Jr,‬א‪K‬ل‪80‬س‪،‬‬
‫‪8 R <7‬زאل אم א‪2‬و‪ 8[ ;' X‬א‪ CD > K8L a.‬א‪ g8'M‬و‪>k‬‬
‫‪>90D8MAhLp‬א&?א&‪Y‬ل‪8‬مא ! ‪8.4KK‬ن ‪8‬ولو‪<N8O‬אم‬
‫א‪ 0.E0 |0‬و‪ K8L‬א‪ $K 89Y [8E%‬א‪ +5‬وא‪ @9[ KK 'S‬‬
‫('‪ 78‬و(' [‪s‬و?‪a.e089‬و ‪89[x,8M‬א‪Kr5Op7a.‬‬
‫‪ -٥‬اﻟﺴﻴﻄﺮة ﻋﻠﻰ ﺗﻮﺟﻬﺎت اﻟﺤﻤﻠﺔ‪ :‬ن אم א‪ /0 RX8$ 87 :‬א‪CA8.:‬‬
‫א&‪، $0S‬و‪<8$7‬א‪<N8O,aa.:‬א‪;'# ) 0.F‬א‪,‬א‪b‬א‪5‬وج>‪A‬א‬
‫א‪ 0.F‬و ‪،89 89I‬وذא א‪hA/0m5Y‬א[ ‪E‬لא&^ع‪b@M‬و(‪b8‬‬
‫‪،89<N8q\5L‬و‪? 8Q,‬ن) ‪8e‬א‪K 0.F‬و ‪ 78‬א‪ 0.F‬و‪5‬א)' ‪8‬‬
‫'‪ c‬و ‪ ] 89 5M‬و אم א‪i > :‬و‪ 8‬א‪ Z 5$‬א‪ @.0‬א&‪S‬‬
‫‪ K5(8'<?M7‬‬
‫اﻟﺘﻮﻋﻴﺔ اﻟﺸﻌﺒﻴﺔ‬
‫‪8‬א א ‪J‬א‪H 8:‬א‪[،M‬م‪;7‬א‪5[2‬אد‪،‬و‪;7‬‬
‫א&‪8.U‬א‪ C‬وא‪]89.U78.:‬אمא‪KK :‬و ‪J<.M‬אא)‪@X8a‬‬
‫א‪، [84m8F‬و‪ W89. >?u‬‬
‫أوﻻً‪ :‬ﺣﻤﻼت ﺗﻮﻋﻮﻳﺔ دﻳﻨﻴﺔ‪ :‬و‪ /0 345 @A‬א‪5‬و‪ 8 8X‬و ‪;7 0‬‬
‫א&‪ 8O,8.‬وא‪Y‬س א‪ 5M‬א‪ KK O‬و ‪ 5M 9‬א=‪ [8‬א‪ O‬وز‪,‬ع‬
‫' א‪$ J‬س‪>R0L‬א‪CA8.:‬א&‪rhA>K [9‬א‪KK? ?W.F‬‬
‫? א د ?‪?،‬א?‪ !"? 0،‬ونאن?‪K?#$%!? 0،‬‬
‫و ‪rhA$‬א‪C4h J.F‬א‪8‬س‪,p7‬د ‪9‬و‪9 8[5% 3 37‬و‪9 840O‬‬
‫א‪5$‬د א ‪ 8Q‬א[‪ Z‬و(‪ 5‬א‪O‬م و‪L‬ق א‪}5‬ن א?‪ K 5‬و ? ‪89'q‬‬
‫א مאو א א ‬ ‫‪٢٦٨‬‬
‫א [‪8 \ 89 y‬ج ?=‪ > C‬א‪ H8O2‬א)‪ 8k 5=4p7 8‬و‪,‬د ‪ J‬א ‪ 8‬א‪ }5‬‬
‫א?‪ u5‬وא‪8X2‬د ‪ c‬א' א‪h KK $ 5M‬א‪ 89D0'[ ،‬ل و)‪ g0‬א‪8‬س ?ن ‪J‬‬
‫א‪8‬د‪ 8.4 KKm5 m‬ن ‪57 s7, ) 89W7‬وא‪& s7‬א)‪ a‬د ‪ /0‬א‪ KK ?'M‬ع ‪J‬‬
‫‪A‬א[‪ 89‬و‪, 89W'[ ،890N8O,‬وא‪ b8.0 ,8'4 > b8[" s7‬א&‪ ، ?0.‬و‪ 89W7‬א)‪a‬‬
‫‪ O‬و‪hAm 8>.^<L 89‬אאع>א‪ K.F‬‬
‫ﺛﺎﻧﻴﺎً‪ :‬ﺣﻤﻼت ﺗﻮﻋﻮﻳﺔ إﻧﺴﺎﻧﻴﺔ‪ :‬و‪9 8-7>9 CL @A‬‬
‫‪m8R‬א‪> 5L‬و‪h87‬אא‪8$‬א‪ً8UX<)2‬وא‪)5=42‬دאً=<[‪8‬א&‪-‬‬
‫א‪\> h‬ون‪،w<N8‬وא&‪m5‬א‪>@ 8 6‬א\^‪89Y‬د‪O‬א‪G0>^5 >kb‬‬
‫و א‪3‬وאج א‪ ،|5‬و زوאج א‪Cl%‬א‪ ،‬و א&‪X /0 >0% \ >k 80Y‬ق‬
‫‪ > >9N87‬א‪ K KK $‬و‪A 8w 0 <4 m @A‬א[‪ ،89‬و‪890N8O,‬‬
‫وو‪<'O/0،890N8O‬א&=‪8‬ل‪?&'& ()? 0W‬و‪K?*+"? 0‬‬
‫‪rhA/0H0l‬א‪.F‬א\‪8.A‬م‪m5&87‬و‪8‬و ‪OKK89)X89N8Y‬א‪ 84b‬‬
‫‪rhA‬א‪F‬قא‪،g2‬مא‪،m5O2‬مא‪3‬وج‪،‬م‪HX8K‬א‪،<.‬مא‪Kr5Op7a.‬‬
‫و ‪ rhA 4i‬א‪ .F‬ن א‪O‬م ‪ R$%7‬د ً‪8+ 8‬و ً‪ <? #0% 8‬ز‪8‬ن و?‪8‬ن )‬
‫ ‪G%‬א&‪>?،m5‬א‪8‬دאوא‪895X8‬א?=‪rhA>C‬א‪F‬ق‪ K‬‬
‫>(‪rhA59‬א‪?, $?a)<N8O,.F‬א‪|h‬א ‪ 8JR 88[0Y‬‬
‫>‪8‬م‪٢٠٠٩‬مو‪8RO‬ل‪7‬ن> ‪mI‬و‪5(y7‬אو‪? 78‬א&‪345‬‬
‫אد|‪,0‬א‪8O‬وאم?‪KK‬وو‪,‬د‪ Ab8W E$KJ‬א‪ .zOp‬‬
‫‪>b8+‬א?‪g8‬وא?‪8' 8‬אد ‪W<=8‬د‪8 5{K‬א‪،; 5‬ود‪AK‬نא‪،@O,8$‬‬
‫و‪Hv‬א‪3‬א<‪،‬و‪/‬א‪5$:‬אو|‪،‬و‪8.0O7/‬نو‪KACD‬و ‪5‬א'‪ =X8‬א‪@75F‬‬
‫نو‪I‬د‪rhA‬א‪84b8+2‬ن(‪ً8[5‬ذ‪94,8M4i 8t‬א‪ 0$‬א‪a)&87 K8‬‬
‫‪٢٦٩‬‬ ‫א א א אد א مא‬
‫وذ~‪R78)a).0 %X8[ 787‬وא‪8e m&5.O‬وزא‪59M‬‬

‫‪F‬א‪،g٢٠١٠،@75F‬ص‪ KE٣٧‬‬
‫رﺳﺎﺋﻞ اﻟﺤﻤﻠﺔ وأﻫﺪاﻓﻬﺎ‪5 :‬א&)‪8'?R p7R9I a‬د‪ X8 <I>m,‬א‪ K5$‬‬
‫‪m5.0‬ن ‪JC‬א‪8<?7m8F‬ن?)‪ (www.Facebook.com,2011‬و‪/08A,8(b8I‬‬
‫(?<‪8 8‬ولא‪CY‬אن=‪7 0‬د‪5(a89)X/0 0$ X‬א) ‬
‫¡ ‪ KK8wX‬و‪ J 8A,8( b8I‬א‪? W- ' -= E$%‬א ‪ 0‬א ‪ً#$ ./%‬א?‬
‫و?‪ 67‬א‪ 345 ./%‬א‪2‬ل?‪ 8O, 345 K‬א‪ J 0.F‬א&‪ J .A8‬م א&‪ m5‬و[‪#‬‬
‫א‪ m8F 898 Z 5Y‬و‪ -u54 ¢‬وذ~ ‪X J‬ود ‪ 8 5( R7 #. 8‬א‪ O‬‬
‫و‪8‬دא و ‪ 8‬א‪ a.‬אد| و?> و[‪9$ Z‬م ‪ K|,8WX |5%‬و ]‬
‫א‪.N8‬ن ‪hA /0‬א א&)‪ 9 a‬ن ‪ '8Y.0‬ق א&‪ m5‬وא‪5 6‬ون ن א‪a.‬‬
‫‪ J 89X J GEz‬א?=‪ > C‬א‪ ,2‬א‪ /0 5{ 8k ، 8F‬א‪ m8F‬א\‪ 8.I‬‬
‫وא\)‪8%‬د אد ‪ K‬‬
‫‪0Y‬ن‪hA/0‬אא&)‪ 0a‬ون‪84‬ن‪JA‬אא)‪> .za‬א‪<N8O5‬א&א ‬
‫وא&‪ m5.‬وא‪8 6‬ول )‪ 8 8W‬د‪, 89. m‬א‪ s7‬وא‪ A X‬א&‪ m5‬אد و‪8‬‬
‫‪5‬ض ‪ 0 > R‬وא^‪89Y‬د ‪ 8.‬א‪8‬دא وא‪ HX 8‬و‪5U 9I‬‬
‫א‪/0-.N8‬א&)‪ Ka‬‬
‫‪,‬د א'‪ =X8‬א‪ > .z @75F‬א‪ 8 8W‬א‪8 £ 6‬و‪hA Z 5q > 8w‬א א&)‪KKa‬‬
‫و‪@A‬دون‪I‬אل^‪KK 0 .F#0% 8‬و‪/89‬‬
‫‪ m5&87‬زوא‪ 8ًI‬و‪ ً.‬و‪ J‬وא)‪ a‬א‪ m8F‬و'‪ rhA > KK890‬א&^‪ 8.4 8‬و‪,‬د ‪89‬‬
‫א'‪ =X8‬א‪،g٢٠١٠F@75F‬صص‪ WE٤٢ J٣٩‬‬
‫• ﺧﻠﻮﻫﺎ ﺗﺘﺰوج‪ :‬و ‪ S0‬א‪ aeM J m5?$‬א‪3‬وאج א&'¦ ‪ .0 O /0‬‬
‫‪ EEK‬ود) ‪ J hLp‬א‪8'F‬ن ‪ H , .A‬א‪ m8$‬و ‪ 0. 890Ap‬א‪3‬وאج‪a KK‬‬
‫א مאو א א ‬ ‫‪٢٧٠‬‬
‫‪ < .A‬د ?‪ E‬א‪3‬وאج ‪5 c‬א@ ‪X‬ق א&‪ m5‬و ‪/0 890N8O, .‬‬
‫‪%‬صد و‪ K8L‬א‪8X2‬د ‪c‬א' א‪?W<= $ 5M‬ذא‪^5 >4b8I‬ند ‪R‬‬
‫و‪3[R0L‬و‪K?rI‬‬
‫• ﺧﻠﻮﻫﺎ ﺗﻠﻌﺐ‪ :‬و ‪ 345‬א‪ /0 8A <N8O5‬א‪ X > a.‬א&‪?M‬‬
‫א‪ N5‬א‪ 6‬ق ‪ 0.‬א‪5.O‬א‪ ,‬א‪3‬وאج و[‪5( 8 Z‬ع א و‪ A‬א‪3‬وאج א&'?‪I 5‬אً‬
‫‪'0‬و‪8@A‬زא‪CD‬وא ‪7‬و‪J8A,‬א‪a.‬وא‪KKm8F‬و‪ 3 8k‬א‪bO52‬אً ‪3‬و §‬
‫א'א‪ImCl%‬אً‪IC'4<I5‬אً‪J‬א>‪>D587KK‬مא ‪hA,8M‬אא‪<?M752‬‬
‫‪ J C'4‬א‪I R \ a.‬د ‪ J K8L‬א‪ 8 ,2‬وא‪ 5‬و‪ -7‬א‪ 5O2‬א‪ mC$‬و‪CD‬‬
‫א&‪KK .0‬وא‪>OR9 8>.^>8A9 0.F‬אא ‪-‬אز ‪>E0‬‬
‫=<‪rhA‬א‪CD83‬א&‪ .N‬وא‪89[0U6‬א‪C=4m8$‬אً‪K‬‬
‫و ‪5%‬א&)‪8 8W)¨8/0a‬א‪3‬وאجو?‪8 89‬ول)‪8 8W‬א&‪m5‬‬
‫‪7‬א‪Y‬ق‪Wً=89،‬‬
‫• ﺧﻠﻮﻫﺎ ﺗﺮﺑﻲ أﻃﻔﺎﻟﻬﺎ‪ :‬و ‪<N8O,<.‬א‪/08A 0.F‬א&‪b8Yy7 '8Y‬א&‪m5‬א&‪ 0Y‬‬
‫‪<. K8L،89)X‬א‪<I5‬א‪R8$q/0 $‬و‪3‬א‪2~h7R‬نא?=‪>C‬א‪8I5‬ل‬
‫\ ‪30‬م‪5)7/X $87‬א‪,‬א©?‪a $0%¨8G^>~A8 .‬אد‪b8‬‬
‫א‪ <I5‬ود د‪ KR0L‬و ‪ <N8O, <.M‬א‪ m5U 8A 0.F‬א‪ 0Y.0 a.‬و‪@A 89 p4‬‬
‫א'‪H‬א‪ 0.JX‬א‪Y‬قو‪8908‬و‪89')8HR p4‬و ‪89‬א‪ً85I'? ,‬‬
‫‪R0ZE‬א‪Kg8‬‬
‫• ﺧﻠﻮﻫﺎ ﺗﺄﺧﺬ ﺣﻘﻬﺎ‪:‬و ‪8e‬وزא‪8 8W)8A<N8O5‬א‪Y‬ق‪J‬א©‪8 8W)48‬א&‪m5‬‬
‫‪ ،ً8.‬و‪8 @A‬د| ‪p7‬ن ‪ m5.0 #.‬ن א[‪ > a‬א&‪ m5‬ون ‪،89)X 8w hLp‬‬
‫[‪aY \m5&8‬ن ‪89)X>C=?87H8Y‬و‪a<8 @A‬א‪<I5‬א©‪@8‬وא‪<I5‬‬
‫‪٢٧١‬‬ ‫א א א אد א مא‬
‫א‪ @^8‬و‪ @$ ,8'4‬אوא‪ 5N‬א‪ ?F‬א&‪ R[ 75 a.z J $0S‬א&‪/0 m5‬‬
‫א‪E‬وא‪8 K8L،b8 <8‬مא‪K<I5‬‬
‫و ‪8‬دא&)‪m8&ً8W a‬א&‪89 8X.qZJm5‬و‪8Q89X‬وא ‪<I58789‬‬
‫‪J‬א‪0‬و‪J‬א‪<.‬و‪ O,8k‬א‪m,8e‬وא'‪a‬وא‪5M‬א‪،b‬و>‪rhA‬א‪<N8O5‬א‪89=7£6‬‬
‫>‪Z 5q‬א&)‪Wa‬‬
‫• ﺧﻠﻮﻫﺎ ﺗﺘﻌﻠﻢ‪ 345 :‬א‪ m8 /0 8A <N8O5‬א&‪ m5‬و‪<.? 89)X 89N8Y‬‬
‫‪ ،89.0‬وא‪ ,8L‬و‪2 e KK89$‬ن ‪ ;7‬א‪ b87‬وא‪2‬زوאج ‪O,8u‬ن دو‪ ,‬א‪@K‬‬
‫‪E [890‬ن‪ K5[8w‬א‪0‬و‪8.4‬لد‪,‬א‪89O‬وא‪,8L‬א‪%S‬א‪@.0‬א‪|h‬‬
‫א[‪Z‬و)‪,‬א ‪89‬א‪KK .0‬‬
‫• ﺧﻠﻮﻫﺎ ﺗﺴﺘﺮزق‪ :‬و ‪ 9‬א‪ 0.F‬א ق א&‪ J m5‬א?‪ H‬א‪F‬ل‬
‫و ‪ X8‬א‪ <.0 898 K5$‬وא‪ J G‬א‪ \8‬א&‪O 8w 'O8‬א‪ J b‬א‪8Y‬ع‬
‫א‪@?F‬وא‪8‬ص‪،‬و‪J~h4‬א‪m,8e‬و‪a7‬א&‪830‬א‪ KK N8‬وא!‪34‬‬
‫‪/0‬ن‪H4‬א&‪8‬ل‪KK<I50A8.4m5.0ZX‬وא‪<.‬א‪8A >89l G 5M‬‬
‫‪> 5Lª‬و ‪ 8?>89$ G‬א‪lO‬ل^‪89$‬و[‪ K8A5‬‬
‫‪8X‬ول א&‪i‬ون > א&)‪ r5 Y a‬و‪87 RY7,‬א)‪L > a‬ل ‪<. 8} 5 Y‬‬
‫‪ /0 345‬و‪,‬ش א‪ <.‬وא‪,‬א‪ 8O‬א‪ .0‬وא)!א ‪5M‬وع ?!‪J A8 ?8‬‬
‫‪m8‬א&‪Jm5‬א<دא‪<L‬א&ن‪% 8Q‬ن‪8954‬و‪89$ ,8%/0¬[8‬א ‪J‬‬
‫א<‪F‬א‪ KEg٢٠١٠،@75F‬‬
‫‪54h‬א‪5D,R Eg٢٠١٠F@75F‬و‪8,‬م‪/0‬א‪\ 0.F‬ند‪889N8W‬زאل‬
‫‪X‬ل {{ }\ ‪ > 9.U ،W‬א‪ CD b8W2‬א‪ -08$‬وא‪4,8M > h‬ن ‪J‬‬
‫א‪F‬א‪,‬وא&‪8J8KK8M)8‬م‪٢٠١١‬م['و‪L>Gi.0‬ل‪R78‬نא‪J<N8O5‬‬
‫‪@( 8X‬ونא&)‪R78K)a‬א‪.:‬د‪ K‬‬
‫א مאو א א ‬ ‫‪٢٧٢‬‬
‫و‪@ ,J‬ن‪ 0?M‬א&)‪ J>.? a‬د^‪R 8‬א‪5Y 6‬ق‪8w‬دونא!‪34‬‬

‫ودون ‪89|2 0h$‬و[‪^<?[KK .0OZ‬ع>^‪R 8‬‬
‫א‪ 8A+ 6‬א‪ /0 -.N8‬א‪ <N8O, 0.F‬وא‪ J 89W7 > 8{ 6‬א‪8E$%‬‬
‫א‪JA 78‬אא)‪84 0a‬ن '‪ D8KJ89X8Ab8Y@l‬א‪<N8O5‬و‪89=7‬و‪Z0L‬‬
‫א‪<8$‬א@‪89‬و‪8wX‬و[‪s‬א'‪b3I8A,8‬אً>‪ >]4 0‬א&)‪a‬‬
‫‪E'Kp[KKR$‬א&^‪5z8‬د‪55<N8O,‬و‪,‬אً‪/0‬א&‪@0‬وא&‪x,8M‬دون ‪<8$‬‬
‫وא^‪#‬ودونن ‪J89XhLp‬א‪<8$‬وא\‪5.O‬א‪ K ,‬‬
‫ﺛﺎﻟﺜﺎً‪ :‬اﻟﺤﻤﻼت اﻟﻮﻃﻨﻴﺔ اﻟﺴﻌﻮدﻳﺔ‪ :‬و‪ @A‬د‪m‬א‪5D2‬אضون‪ 84‬‬
‫‪'/0345‬אد‪m‬و ‪ X8‬א‪<.0m5.0 K5$‬و‪,8 \8Q89 5XhL‬ض‪a‬‬
‫א >وא‪L2‬ق‪hA>K‬אאع>א‪?W.F‬א‪ ,/‬د ‪ ,/‬د ‪،?9!:‬و?‪ $‬‬
‫;?و‪K/00%XmC9( 0@A‬א‪KKmC'4b‬و‪/08^9W7‬א‪89+‬‬
‫‪KK;<$?#'%‬و) د < ‪K?,‬و ‪rh97%‬א‪ 0.F‬د[‪a‬و‪b4‬א‪,8‬א‬
‫‪ ,8O ;$ /0 ?0.&87‬א‪,8‬א‪ ،‬ذ ن ‪ ;7‬و‪ b4‬א‪,8‬א و‪ 7‬א‪2‬ز ‬
‫א‪ &8‬א‪ 8‬א‪6‬א‪X8I‬א‪8‬ود[سא >א'‪x‬وא‪8Q845M‬‬
‫[‪845(;789‬א‪,8‬אא‪ ? 52‬א?])‪8‬م‪5( .)a[57‬א‪b‬א‪٪١٢m,8‬‬
‫‪J<%8G8¨RI J‬א‪h878‬א‪8zJ‬ل‪ 8K‬א‪,8‬א‪cX‬א?‪8‬د‪K‬‬
‫و‪[A‬א‪ 0.F‬ن‪au‬א&א‪5(>>q‬א‪b‬א‪,8‬אא‪59(m@W/Xm :‬‬
‫‪i 8k‬د| א^‪5Y‬א‪ ,‬א‪ .) ;$S <4‬א‪,8‬א ‪ cX‬و‪K‬ل א&د <‬
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‫د‪rhw/‬א‪ 0.F‬א?‪ $EKJH 8‬א‪m5 3:‬א‪'>7.,4‬א‪}GY0‬ل‬
‫א‪٢٠٠٨L١٢L٩¯ ,87 8J¯M‬مאن‪?; $().5?W‬وذ‪54‬‬
٢٧٣ ‫א א א אد א مא‬
‫ م‬9I‫א‬JR[, ‫ن‬H|h‫א‬,8M‫א‬AKK|% 8A0L?W‫ل‬8&‫א‬J

?pM&‫دولא‬J‫א‬,8‫א‬,8O‫ض‬8$²87 ?0.&‫א‬J‫א‬,8‫א‬b4‫!אو‬4‫א‬
K(http://search.alJazirah.com.sa.2008)
.A/04p‫אא&^عوא‬hw‫ق‬5Y87g8³?‫א‬7~‫ذ‬7
4i ‫و‬KK $0S&‫א ! אد א‬a)‫ ]א‬0.F‫א‬88[0Y ‫وא‬،~09&‫א‬
‫ذ‬، 0.F‫א‬rh97‫א‬,8‫א‬b4‫و‬5{p /0 ! ‫א‬a)‫وא‬GE%‫א‬J5 ,8‫;א‬7
‫م‬8)/‫>אد‬x8A‫و‬KK٪٢٠>5=4<% '78'&‫א‬I‫א‬5
K q8&‫א‬rhA>ً8(5M \/Xً8 GE%‫א‬/0slW87‫א‬,8‫א‬b4‫و‬
(www.Saudi-teachers.com, 2011,P.14)
8A70L‫دאنون‬I‫و‬8w 0.F‫א‬rhA‫ن‬4i&‫?>>א‬
‫و 'ون‬KKً=m‫א&د‬890N8O57| 8A0L8 5[KK8A0L .0489[5M ‫א‬m
)78wsY´ 0,UZ[‫و‬89' ‫م‬Am789X8v‫م‬g8'O>
~09.0 <N‫א‬7 C[ /0 <.‫ א‬R 8.4 ، 0.E0 .0‫ א‬O2‫ א‬hLp
Kb8=O‫אدونא‬,8‫א‬b4‫و‬a0¡890N8O,‫ ون‬K8L
‫ن‬8 ‫ א‬9 @A‫ و‬:‫ ﺣﻤﻼت ﺗﻄﻮﻳﺮ اﻟﺬات‬:ً‫راﺑﻌﺎ‬
$0´‫א‬A‫<و‬N8O,‫@ ذא‬A‫و‬KK8A3 3 ‫و‬8A5 Y $4‫و‬R ‫א‬,7
١٠٠B(/"(C‫و‬+"?‫و‬،?>?‫ @א‬A?W89‫א‬h‫א‬5 Y 0U 84‫ون‬
K8ACD‫?و‬GH;IJ?‫و‬،?F)
،,9.:‫[ א‬8=‫א‬3 3 /0345 @A‫ و‬:‫ اﻟﺤﻤﻼت اﻟﺜﻘﺎﻓﻴﺔ‬:ً‫ﺧﺎﻣﺴﺎ‬
M/&CNL?‫و‬،?KL?W89KK‫ع‬q\‫وא‬mb‫א‬5‫א‬HX9[‫س‬5l ‫ولن‬8‫و‬
K?&C

‫א مאو א א‬ ٢٧٤
‫ﻧﻈﺮة ﻧﻘﺪﻳﺔ‬
8e‫א‬Z0¨، .98^8w¡‫و‬.F‫א‬rhA<=‫> ع‬D5‫א‬/0
'q‫ و‬lK > hLp \ GOµ‫ و‬89 \ ،ً8)L‫ و‬8ً' ‫ ًא‬I 8ً.z 89[
><،/(ٍ‫ א‬J ,%)>@ 8 ‫ذ‬89+‫א א \א‬.F‫א‬
W89.A
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6‫א‬89O‫و‬89q‫و‬5(8w 0.F8[، F‫[ א א‬5&‫وא‬m]‫א‬9%

J hLp Z)‫@ د‬.0 sY Z[‫ وو‬E^‫ وא‬.0 YL ‫ل‬L > a^
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>.W <0A‫ و‬Situation analysisG)&‫<א‬0/. 8Z[‫ وא[ و‬O‫א‬,‫د‬
.F‫وא‬8O‫א‬,‫وא‬8$0&‫א‬a)‫ >وא‬N8{‫ א‬.0‫א‬8O‫א‬,‫ >א‬.z
K 8F87 [5&‫א‬Z. ‫א‬8O‫א‬,‫لد‬L>‫و‬، 78‫א א‬
8w .E&‫ א‬.:‫ و א‬SM‫ א‬m5?[ ‫س‬8O /0 .F‫ א‬rhA /' •
6‫سא‬8O2‫ ?نא‬.08$0L‫ودون‬8O‫א‬,‫مدوند‬8,% ‫ل‬L>‫و‬
{>‫و‬،78.[89O8)>?u6‫א‬، )‫ א‬.?‫ א‬.0‫אא‬A2‫א‬R0/'
K89)8$L>89X8v‫ و‬0.F‫א‬
/0 . ‫ و‬C{p‫ א‬m‫ ود‬890 8k 8 ‫א‬3 ‫د دون‬5[ O /0 ‫م‬ •
K> 5L}‫אد‬5[‫و‬5L89:8908 ‫وא&و‬x7$‫א‬Jb8YM‫;א‬7

x7$‫وא‬KK89.UJ Facebookx7$‫@א‬AmX‫ وא‬YO‫و‬/0. •
R \- 0&‫وزنא‬8e ?0.&‫א‬JR[-4!M&‫لذنא‬K‫א‬J .9 0O‫و‬

CA8.:<% ‫?>ن‬u/Xm‫د‬sN8O‫ج‬8 ‫ א‬0.F8[،ً8[84
K
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CD O /0 ‫ش‬8‫< وא‬8$‫ ذ א‬، E^‫ وא‬8) <N8O, 5$ •
K E^‫وא‬
,K‫و‬80‫و‬sN8X>x7$‫א‬8 ?&#E%‫אمא‬SO\‫א‬5$ •
Klinks )‫ذא‬s7‫وא‬,8(8 ‫و‬

8945 { >‫ و‬89N8M s[ ‫ و‬89 ‫د‬8) J 5. ‫ و‬0.F‫ج &> د א‬8 •
A8‫ و‬A,‫ دوא‬b‫ دא‬$4‫ و‬-4,8M&‫ א‬m‫د‬8) ‫و‬i R0 a ‫ و‬KK8AX
-u‫د‬842‫ > א‬mC9M‫ א‬b8+2‫ א‬a^‫ ن و‬8.4 KK89 9 g0Y&‫ א‬,2‫א‬
<8$‫ א‬Z J ‫ًא‬C=4 a$ \ 9 0[ 4,8M ‫ دون‬CA8M&‫ وא‬g8³?‫وא‬
K890N8O,‫ و‬0.F‫א‬5qa‫د‬M&‫א‬
KK :‫אمא‬sN8O‫و‬J 78?0 ‫אאز‬,89&‫א‬-4,8M&‫;א‬7J‫م‬ •
>?‫د{ و‬8©‫ א‬l07H? 9W7‫و‬، 30v‫ א‬l087R ‫א‬,89‫ض‬5 9W'[

Km ·‫ و‬Nb8YLp7
;'[ ،‫' א&^ع‬q /0 \‫و‬8©‫ א‬rhA <= J 8e‫ א‬I,‫ ' د‬.
/0‫سو‬8‫א‬c ‫د‬8X/089$ ^5[‫و‬a.‫א‬Jً‫א‬IK)\8^&‫א‬
،89 > ,5W&‫; א‬7 897,8X <7 ،<%$‫ > א‬b@M7 g8³?‫ א‬8w‫و‬8 ‫ و‬GE%‫א‬
‫ط א&^ع‬8' ,‫א د א‬hA J H'‫ وא‬KX 897 5 5L‫وא'; א‬
cX KK?; <$? 0.F
ً [ X 8 ‫א‬hA‫ و‬9 ?M‫س و‬8‫م א‬.97
<N8O7 89Y7, 0.F‫ א‬/0 ‫ن‬.N8‫ول א‬8X‫ و‬،89 CA8.:‫ א‬ght ‫ ن‬8YO‫א‬
|‫د‬, ,8'4 <‫ و‬،m ‫א‬5q > 8w 8ً % )\ >? ، 0‫אم א‬
0.F‫א‬8q8M <$ J 0‫<א א‬N8O‫א‬,‫دو‬e‫א‬8YO‫אא‬,8‫א‬
K8 5(‫ون‬Z'O8.4]4<?M789X8v‫و‬
‫א مאو א א ‬ ‫‪٢٧٦‬‬
‫‪3kA8 J١‬אאمא‪ :‬؟ ‬
‫‪-١‬‬
‫‪-٢‬‬
‫‪-٣‬‬
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‫‪-٥‬‬
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‫‪ 8 J٢‬א‪5$‬ق ‪ -7‬א ! وא‪ J x7 $‬א\‪SO‬אم ‪ .F‬א א ؟‬
‫و‪>?uG4‬ن ‪S‬م‪8.9ً4‬؟‪ K‬‬
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‫‪ ~ >?u G4 J٣‬ن ‪S‬م א ‪ J g‬א‪ 0.F‬א א ؟ و‪G4‬‬
‫‪aY‬ن‪]87r39t‬א§وא‪ $‬אز ؟‪ K‬‬
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‫‪YL8 J٤‬אא‪J‬א‪ 0.F‬א א?!و ؟ ‬
‫‪-١‬‬
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‫‪-٣‬‬
‫‪-٤‬‬
‫‪ -٥‬‬
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‫א مאو א א ‬ ‫‪٢٧٨‬‬
‫‪8+8 J١‬א)‪a‬א ! א&‪ 0.F~ ,Jm3.‬؟א‪5SO‬ج>‬
‫א ! )‪3kً8‬אً‪، 0.Fx5U J‬وא(‪R%N8%L5‬و‪3k‬א ‪R‬א‪~ (6‬‬
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‫‪/0 0h$ J٢‬א‪ Kx7$‬‬

‫ ‬
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‫ﺍﻟﺒﺎﺏ ﺍﳋﺎﻣﺲ‬
‫ אود ‬ ‫אطوא א א وذج ن א‬

‫ ‬
‫• اﻟﻔﺼــﻞ اﻟﺜــﺎﻧﻲ ﻋﺸــﺮ‪ :‬اﻟﺨﻄــﻮات اﻹﺟﺮاﺋﻴــﺔ‬
‫ﻟﺤﻤﻼت اﻟﺘﻮﻋﻴﺔ اﻹﻋﻼﻣﻴﺔ‪.‬‬
‫• اﻟﻔﺼــﻞ اﻟﺜﺎﻟــﺚ ﻋﺸــﺮ‪ :‬ﻧﻤــﺎذج ﻣــﻦ اﻟﺘﺠﺮﺑــﺔ‬
‫اﻟﺴﻌﻮدﻳﺔ‪.‬‬
‫‪٢٧٩‬‬

‫دل ‬
‫)א(א'&‪$%،‬ن‪! "#‬א ل אنא‪،‬و دون‬
‫<;א!א‪9(:.‬א‪7"8‬א‪5"#!(6‬א‪3 4‬א‪،%/*012‬و‪ *+ ,-.‬‬
‫א‪A(B/‬א‪%‬وא @‪1‬وא ;‪K# 0‬و‪/‬زאدא" !=‪73‬‬
‫א‪EF‬؛‪;$‬א!א‪C ,،9(:.‬א‪B(0‬وא‪J‬ووذ‪ H‬א‪، .1‬و‪50G‬‬
‫و'‪ 0‬א‪KM F‬و‪-K L‬و‪ -NOP‬زא‪RS‬א‪50G"*9(:.‬א(م‪)C ,‬‬
‫دولא ‪T‬א ‪ K7‬‬
‫‪ U‬‬
‫א‪/#&V/"%‬د=‪! "#3.‬א ل‪5"#‬ن‪ .O/G‬‬
‫<‪ @,‬قא‪EF‬א‪E∗F (#(0‬א‪E#Z‬؛;&<‪/#Y‬م<;א!‪ C ,9(X‬‬
‫‪/‬א‪(M(3 VO‬عא‪،"F‬ودא‪O‬و_"^א‪N'(2‬א] ص[(‪ *#(M‬‬
‫‪ =KESolomon,1982;Atkin,1989F‬نא‪3bL‬א‪0EF‬دوندא‪O‬وא‪ .0,‬‬
‫א‪^+ O‬وא(‪^+ O‬א] ‪ KESolomon,1982;p.314FK *C‬‬
‫و;‪(2(O/‬ن‪Solomon‬ن‪(OU .O/G‬طא‪3bL‬א‪/ #Y<&;EF‬م‬
‫א =‪f‬א‪)9‬א‪e+ 0 ^+ O‬א‪9(:.‬א‪، 1‬وא] ‪^+ O C‬و* ‪K‬‬
‫= و;‪(2(O/‬ن‪Kh،ً6،‬א د;‪/‬אًא ‪ 0‬م‪;$‬א!אא ‪ .0,‬אא‪J‬و‪Y‬‬
‫א] ‪،^+ O C‬و‪(*j" *0!Ek/‬א‪،i/*012‬و‪/J‬א‪i‬א‪"F‬‬
‫‪ E∗F‬ل'א& ‪ ! W #$%‬א א‪،‬و א א ‪،‬و א ‬
‫‪،5 +6‬א‪2?34‬و‪1‬א&‪+,-.?0‬م‪K‬‬
‫‪٢٨١‬‬
78 ٢٨٢
E:"‫ود‬/l‫א‬m j ‫" !א لא‬#n&; =KESolomon,1982,p.314F

‫(א!= ن‬O‫ز‬E‫א‬9(:.‫م<;א!א‬/ #Y<: C ]‫"א‬0‫وא‬# 'Z‫א‬
‫ن‬L/=/،EAtkin,1981F ‫ ج‬0hZ‫(عوא‬M(2 ‫و‬،(*4 p"0 %
‫و<ن‬،7b:.‫ سא‬OJ‫دونא‬e0 ‫ ن‬GJ‫א‬3b=):‫א‬EF‫א‬
-
2‫א‬-h @‫وא‬U 0rLs ‫א] ص‬7#‫א‬/Z‫ مא‬tZ‫א‬5"#ً‫א‬3b=/0^+ O‫א‬
C ]‫وא‬،b/F‫ א‬O‫א‬/‫(א‬#/KEAtkin and Freimuth,1989,p.13;Gonzalez,1989F
‫و‬J‫ אא‬.0, ‫وא‬9(:.‫<;א!א‬Y<E#Z‫(א‬#(0‫א‬EF‫א‬m u@L
9(:.‫א‬R‫دون‬K *+ *0h‫א‬/‫"و‬F‫ !א‬v،":0‫א‬9(:.‫א‬H=‫و‬،B(0‫א‬
x‫א‬،m j ‫"(א‬w2‫;א‬/‫א‬Y<^‫ن‬# 'Z‫(א‬#(0‫א‬EF‫&א‬w01
K"F‫א‬5"#+ ‫א‬y‫ د‬#R ,(0
8‫א‬E#Z‫(א‬#(0‫"א‬F C ]‫א‬9(:.‫(אعא‬hvEvH ،‫א(م‬
‫و‬/02‫א‬z0‫وא‬B(0‫א‬z0‫א‬79(:.‫א‬R‫و‬،ً‫א‬3b= *‫ م‬0 ‫|{א‬
5"#‫(ل‬:"‫م‬/017
‫و‬،Formative research‫و‬Feed forward}".~ ‫א‬51
08‫א‬9(:.‫و א‬،"F‫א‬p.w‫^<;א!و‬.'y‫(د‬2‫א‬3 4‫"( א‬2‫א‬

،Feedback Process4 2‫אא;א‬z0 51 7‫"و‬F‫א‬p.w! v
،"F‫א‬3O! v *04 ‫و و‬،! w,J‫)א‬E5"#^7‫و‬
،Summative feedback":0‫אא;א‬z0 51 (*% b‫א (عא‬
، *0‫א‬/)‫د‬/G8‫א‬i‫א‬/J *0h &"F‫א‬e+ 0h5"#=‫و‬
^.012‫ *)א‬0Ep.w‫ و‬w09(:.‫א‬R‫אم‬/0O‫ نא‬LZ ‫و‬
KEAtkin and Freimuth,1989;Gonzalez,1989F
‫ﺍﻟﻔﺼﻞ ﺍﻟﺜﺎﻧﻲ ﻋﺸﺮ‬
‫ ‬ ‫אو א‬ ‫אطوאא א‬

‫اﻟﺨﻄﻮة اﻷوﻟﻰ‪ :‬ﺗﺤﻠﻴﻞ اﻟﻤﻮﻗﻒ وﺗﺤﺪﻳﺪ اﻟﻤﺸﻜﻠﺔ‬
‫‪#$%‬مא! ‪ ،‬و ‪ ،‬وא ‬
‫‪،5‬و‪4‬א‪#-‬م‪23,‬א! ‪.(/0#-%1‬א‪'()*(+*,-‬א&‪،‬‬
‫و( <‪،.0?)4‬و>‪،:;=3‬و(אא<‪* ,‬א;‪،:‬وא&‪ ،*89‬وא‪67‬‬
‫א‪K ,L -. MN-‬א‪#,<J2-‬مא! ‪%KHI‬ذ‪ DE-‬ن‪/,‬א‪*8(AB4-‬ق‬
‫א!‪،‬א‪2:'(QR#-3-‬א&‪ ،‬وא‪*=-‬قא‪P-‬ز‪* ,<1‬א;‪2:‬אא‪ 1‬‬
‫א‪K7‬و‪6>;%#-‬א‪VW-‬א‪;%-‬א<‪6‬א‪2: : '(6P !UT‬א‪S=T‬‬
‫‪]^7‬א! ‪\*A،‬א‪-‬د ‪* :‬א‪Q‬א‪2:YZB4-‬א&*א‪WXN-‬א‪%4-‬א‬
‫א‪ -‬א‪a=9,-BBb-‬א‪P(7‬א‪F`-‬א‪-‬د ‪،١٩٩٣،‬ص‪KE٢٤٦K‬ودون‪Ej‬‬
‫‪%%M‬א‪;. n‬א&‪+%.,l‬‬
‫‪mI‬نא‪;%-‬א<‪6‬وא‪2:YZB4-‬א&*‪ Y?%(l‬‬
‫وא‪o<7‬א‪6L‬א‪P-‬ز‪،‬وא‪=T‬א‪6‬א‪q4N-‬א‪p‬ذ‪a=pYI>:‬א! و‪ K:23‬‬
‫وﻓﻴﻤﺎ ﻳﻠﻲ أﻫﻢ اﻟﻄﺮق اﻟﺘﻲ ﻳﺠﺐ ارﺗﻴﺎدﻫﺎ ﻓﻲ ﻫﺬﻩ اﻟﺨﻄﻮة‪:‬‬
‫‪-١‬א‪b1‬ل‪6.n‬ذא‪6‬א‪U3I*&،P-‬א& و‪s‬ع‬
‫א&‪u?>I،‬א&‪4<'(،‬א&‪W‬ل‪DH?mI،BU،‬א‪;IH,-‬אً‬
‫‪٢٨٣‬‬
‫ אد‬ ‫אא א א وذج א‬ ‫‪٢٨٤‬‬
‫‪6.L-‬א&‪wl‬و‪(-‬א‪W،Bb-‬وزא;‪S‬א‪،Bb-‬وא&‪bB-63,l‬ل('‬
‫א&‪6‬א&‪,‬א‪،I>.(S*I‬و(د‪%S‬א‪'(/0#-‬א! א‪VW-‬א‪،6PLl-‬‬
‫وא‪;%-‬א<‪،6‬وא‪Qb7‬א‪،6‬א‪I*Y%(lN-‬א‪VW-‬א‪;x‬א&‪،.# ,‬‬
‫<א‪ ،. L{|, IQ‬و‪ K:Vyz‬‬
‫‪-٢‬א‪K'(+*,-‬א! ‪6P‬وא‪~-‬א}א‪(,-‬א‪#l-‬א‪u UN-‬‬
‫א&‪ ،‬وא&‪،‬و*‪=:I‬א‪،.‬و>‪،:233‬‬
‫و‪،.0<;:‬وא‪}0,-‬א‪*ubN-‬א‪ K.0‬‬
‫‪-٣‬א‪b1‬ل‪6.n‬א! وא‪:x‬א‪*U،\* x‬א>א‪YZB4-‬‬
‫א‪6n‬وא‪-‬زא;א‪I*&6‬א‪60b7‬وא‪;%-‬א<‪6‬א&‪s#,‬عא! ن‬
‫و‪،6%‬و‪%#‬م‪2:‬א‪;%-‬א<‪-6‬א‪VW-‬א&‪6‬א‪*R-‬و;(א&و‬
‫‪3%.? >،.|,‬א‪#-‬م‪%ZB4‬א?‪'(+*,-j‬א&‪ ،‬و‬
‫א&وא‪4-‬א=‪،‬وא‪;. n‬א&‪ K.*yz,‬‬
‫‪-٤‬א‪b1‬ل‪~T‬א‪Q‬وא&‪5b,9‬א‪5W4-‬وא‪>x‬د‪/.;,<15‬‬
‫وא‪,<1‬س ;א‪/.0‬ل‪s‬عא! ‪،‬و‪*8‬قא&‪ Kn‬‬
‫‪-٥‬א‪#-‬م‪ZB4-‬א&‪%‬א?א‪P-‬ز‪<،‬א‪ ، >u?> Q‬م?(‪K‬و(د‪S‬‬
‫‪2:' l‬א‪ZB4WZB4-‬א‪2q,-‬א&‪PK=,l?K%#,‬ل‪2:‬א‪ZB4-‬‬
‫א!‪b‬ل('>‪VW‬א&‪6‬א‪P-‬ز‪]L-‬א! ‪ K‬‬
‫ﻧﻤﺎذج ﻷﻫﻢ اﻷﺳﺌﻠﺔ واﻻﺳﺘﻔﺴﺎرات اﻟﺘﻲ ﻳﺠﺐ اﻟﺸﺮوع ﻓﻲ اﻹﺟﺎﺑﺔ ﻋﻠﻴﻬﺎ ﻓـﻲ ﻫـﺬﻩ اﻟﺨﻄـﻮة‪K‬‬
‫وא‪YW ,N-‬א‪ W-,-‬‬
‫‪: -١‬א&‪ ،‬وא&‪،‬و‪s0b:‬عא! ‪،‬وא‪6 l-‬‬
‫א‪2:.IoN-‬אא&‪s‬ع‪ ،6PK‬وאא ‪ K\* :‬‬
‫‪٢٨٥‬‬ ‫אא א א א א‬
‫‪2:Q? %', -٢‬אא&‪s‬عو>‪H,3‬و <‪H4‬؟و‪)4< :‬א‪* ,<1‬א;‬

‫وא‪,-‬؟‪ K‬‬
‫‪ -٣‬نوع‪s‬عא&؟ وא‪ 1‬؟و‪#=,:‬؟ م‬
‫?‪|8/H‬و‪\* 6.‬؟و‪?y|8*,<:‬؟ م ?‪#=&'#4<H‬‬
‫א‪a#I !UT‬؟‪ K‬‬
‫‪ -٤‬א‪;. n‬א&‪ ،&|,‬وא&‪<،‬א‪> Q‬ن=*‪ ،S*j4#‬م‪V‬‬
‫‪S*j4‬وא‪Dl-‬א‪ .UT‬؟و‪:‬א‪;y‬א&‪'(S*j4‬א‪;. n‬وא‪K ,‬‬
‫(م‪Y،‬א‪u-‬א‪*-‬א‪:‬؛و('א&‪\%‬א‪=-‬؟وא‪V;y‬א&‪YS*j4‬‬
‫א‪u-‬א‪*-‬א‪:‬؛و('א&‪\%‬א‪=-‬؟‪ K‬‬
‫‪ -٥‬א!لא&‪o#‬و ‪.‬א‪،:RIx‬و ‪.‬א‪.<x‬א&‪.IS*j4‬؟و‪:‬‬
‫‪E-:‬ل?ول‪S%‬א&‪\%‬؟ودو;א‪P(7‬م‪Y‬ذ‪E-‬؟و دوא;א‪6.n‬‬
‫א‪\*x‬؟و‪.E-::‬د‪4‬א‪6.n‬א&‪2:'(QR#-b,9‬‬
‫א& و(‪%‬م‪2:/(%‬אא&؟‪ K‬‬
‫‪ -٦‬א‪6?7‬א&‪-‬وא‪*4-‬א&=‪2:|#B,-‬א!ل؟و‪S*I,::‬‬
‫אن؟و‪Y#?E-::‬א‪6?7‬وא‪;%#-‬א‪6‬א&=؟و>‪%-‬א;‬
‫ذ‪E-‬؟وא‪6.n‬א‪*-‬وא‪:x‬א‪%%K=,lN-‬א‪-‬ن‪-‬؟‪ K‬‬
‫‪o6P:: -٧‬ض‪-‬؟و‪2:‬א&‪6P‬؟و>‪-‬‬
‫א‪.(Dq,-‬؟‪ K‬‬
‫‪,/> -٨‬جא‪23,-u-‬א! ‪0%4‬؟‪ K‬‬
‫‪ -٩‬א‪S*-‬א&‪s&4#,l‬عא! ؟‪ K‬‬
‫ אد‬ ‫אא א א وذج א‬ ٢٨٦
‫ ﺗﺤﺪﻳﺪ اﻷﻫﺪاف واﻹﺳﺘﺮاﺗﻴﺠﻴﺎت‬:‫اﻟﺨﻄﻮة اﻟﺜﺎﻧﻴﺔ‬

‫ >ن‬I،H%( !‫('^]א‬V4>VyzH-+‫א‬%:x‫א‬%%M‫ ن‬Ej1
H4?‫ ول‬-‫و‬K)* ]L-‫ل('א‬b!‫`א‬4U ‫ً؛‬#‫ًود‬Bs‫وא‬+%‫א‬%%M
‫و>ن‬،Mendelsohn‫ن‬l-%: B-\%&‫<=א‬,+‫א‬%: %%M :
\%&‫א‬6‫ذא‬+‫א‬%:x‫א‬%%M : 5A‫؛‬s&‫*نא‬#-‫א‬64<‫א‬%YE-‫ذ‬
KEMendelsohn,1973FK`s‫د|ووא‬.,U : ‫و‬،a<,&‫א‬
|‫ ن‬،Maccoby and Alexander;%l-‫ذ>*>وא‬64l-‫א‬.?Y
‫]؛‬s;. n‫א‬6I%%M‫و‬، !‫*א‬U(*b(-S‫د‬%+‫א‬%:
KEMaccoby and Alexander,1979FK !‫]א‬L-<<x‫אא‬-‫א‬/:
‫و‬H##M)=&‫א‬+%‫א‬%%M : '(Atkin >;6? W-‫אא‬%Y
'(*b,#)=&‫ م نא‬،6: 1‫א‬Vq,‫ م‬،>l-‫א‬Vq,-|,+%::‫ذא‬
Y‫*وع‬-‫א‬3>Y?%(lY%‫א‬%%B,-‫אא‬2:KSBb-‫و|א‬Y*&‫\א‬,l&‫א‬
KEAtkin. 1981FK]L-w4,-‫א‬Y%(l >n&‫א‬
+‫א‬%:x‫א‬%%M : '(،‫م‬-‫א‬،(7‫لא‬b1‫א‬Q (A
B--!‫א‬+‫א‬%:x‫`א‬s : '(‫ن‬W >K.3*‫و‬6L‫א‬o<7‫وא‬
KERice and Foote,1989FK%4-‫א‬%-N-‫א‬E‫و‬
\%-I*‫ و‬،SBU|‫ن *د‬% !‫א‬+%I،‫א‬2-
،6: 1‫א‬YVqZ‫א‬%%b#-‫نא‬%‫> و‬KS%‫وא‬R‫ل‬،‫د‬%;.
+P,‫و‬،ً‫א‬Vb‫ن‬%‫و‬،x‫א‬8‫د‬b#&‫א‬Vyz,-‫نא‬%‫و‬K6>l-‫وא‬
K.(‫ د‬,(1‫א‬DN-‫د;א‬b&‫'א‬,،0<*-‫وא‬0<-‫א‬,p+‫א‬%:x‫א‬2:
!‫א‬2:+%‫?نא‬W-#>،(S;b+‫א‬%:x‫ وא‬،+%‫א‬D, ‫و‬
E-‫ذ‬K4,‫ ن‬%1H?mI،?6‫;א‬%9&‫*א;א‬s ‫)ل‬4-‫\א‬%-SBU|:
‫‪٢٨٧‬‬ ‫אא א א א א‬
‫‪،P‬‬
‫‪o<¢‬א‪6L‬א‪+%.-b-.4,?+<N-‬א&‪ً W IK;>2‬‬
‫‪ -(s%%M‬‬
‫‪%‬دذ‪B<?W-#E-‬ولא‪U-‬ل‪٪٢٠‬א‪)4-‬א&*א‪2>#=Y|:‬א‪~(،‬‬
‫א<‪%9,‬אمو<‪2>0‬אو>‪2‬א‪،‬و&‪2>S%‬א?‪،‬و‪mIK4=-‬نא‪;,‬א‪o<7‬א‪L,?/,6L‬‬
‫د;א<‪%‬א?> و?(‪s -‬عא! ‪،‬و‪;. L-‬א&*אدא‪U-‬ل‪H-‬‬
‫‪KEAlcalay and Taplim,1989F‬و‪ D‬ن‪%‬دא‪'(/0#-‬א! ذא‪]^¥‬א! ‬
‫‪%:-4l-H-‬א‪+‬א&‪،(s‬و‪D:‬א‪U-‬ل‪K‬א‪%:x‬א‪+‬א&‪(s‬؟‬
‫م ن‪Q|#M‬و‪>-‬ن‪VqU‬אً‪¥،.،‬א‪]L-‬؟‪ K‬‬
‫‪ D‬ن?‪ ،:،¦P‬ن( ‪%%M‬א‪%:x‬א‪,M+‬ج‪`#‬و*א> ‬
‫‪KY%#‬א&‪،6‬و‪a=pQy ،:=§S=>K‬و‪23‬א! ‪2-K‬א‪،‬‬
‫‪o<7‬א‪6L‬א‪ً 4 !UT‬‬
‫‪ I‬א‪ 4=-‬ن‪ ،|R‬و‪Kl,‬א‪%:x‬א‪+‬وא ‬
‫‪6&K4,-‬وא‪%#,-‬م‪Y‬א‪=T‬א‪U،6‬ذא(*‪ %4?ً4-،? I‬א! ‬
‫وא‪%:x‬א‪+‬א‪%4.##M%*?N-‬و>‪SVW‬و‪4U‬א‪6P.IK|#B,-‬د‪%‬‬
‫א‪<<6P.% >،.‬ودوא‪b,‬د¨‪2:%(/,‬‬
‫א‪%:x‬א‪QP,+‬م‪K‬א‪*-‬و‪+‬א‪ KEFossard and Ulakow,1983FKaMN-‬‬
‫ﻧﻤ ــﺎذج ﻷﻫ ــﻢ اﻷﺳ ــﺌﻠﺔ واﻻﺳﺘﻔﺴ ــﺎرات اﻟﺘ ــﻲ ﻳﻨﺒﻐ ــﻲ اﻹﺟﺎﺑ ــﺔ ﻋﻠﻴﻬ ــﺎ ﻋﻨ ــﺪ ﺗﺤﺪﻳ ــﺪ اﻷﻫ ــﺪاف‬
‫واﻹﺳﺘﺮاﺗﻴﺠﻴﺎت‬
‫‪o<7‬א‪6L‬‬
‫‪'(q4 -١‬א‪'(/0#-‬א! (‪%‬א‪%%MYQ%4-‬א‪%:x‬א‪+‬وא ‬
‫ن‪zl‬ل?‪>(Hl3‬א‪Qjx‬א‪ -HM%(.-UN-‬ل‪2:‬‬
‫א&‪ ،‬وא‪S*3-‬و‪K:;.‬و(‪ H‬ن‪zl‬ل?‪HZ%M>(،ًR ،Hl3‬‬
‫א&‪wl‬و‪-‬ن؟وذאلא‪~T‬א‪،.(Q‬و(>‪.3‬؟‪ K‬‬
‫‪ -٢‬ن‪zl‬لא‪(Hl3? !/0#-‬א‪63-‬א‪V: n‬ذא‪6‬א‪s&P-‬ع‪،‬‬
‫و‪.b0b:‬و ©‪.8‬א‪،>l-‬و>‪3‬א<‪%9,‬א‪0<-.‬א‪P(7‬م‪ K‬‬
‫ אد‬ ‫אא א א وذج א‬ ‫‪٢٨٨‬‬
‫‪'( -٣‬א‪ !/0#-‬ن‪zl‬ل?‪(Hl3‬א‪%:x‬א‪+‬א‪، B- -‬و ?א(‪،.‬‬

‫و‪8::‬א‪ x‬م?‪H,‬؟> (‪ H‬ن‪Ql,‬ل(‪:‬א‪Qjx‬א‪%*N-‬‬
‫‪،.##M‬و>‪3‬ذ‪،E-‬و(‪ H‬ن‪zl‬ل?‪>(Hl3‬א‪*=-‬قא&‪w‬د‪2:|#M‬‬
‫א‪%:x‬א‪ H(/y،+‬ن‪Dl. : (AB4‬א‪6?7‬א&‪<،H%-S*I,‬א‪u?> Q‬‬
‫د‪ ،‬م*‪ K‬‬
‫‪ -٤‬ن‪%‬دא‪? !/0#-‬אعא‪%:x‬א‪،+‬و‪%: ::‬א‪o-'l+‬‬
‫א&‪،‬م‪2q,-‬ذ‪:‬א&‪ ،ًI*#,‬م‪:‬א&‪b#‬د‪Vq.‬א‪%(6: 1‬‬
‫א&‪ ،#,‬م‪. (%‬؟ م‪M:‬ول‪Vq‬א‪6>l-‬وא‪6I*b,-‬؟ م‪5K :‬‬
‫>‪2:‬א‪%:x‬א‪*Dl+‬א‪% ,‬د‪I*& %4،S‬و‪6: 1*X‬و‪.,‬‬
‫‪6>l-‬؟‪ K‬‬
‫‪o<7‬א‪6L‬א‪DN-‬א‪p‬ذ‪Dl:‬א‪ :x‬‬
‫‪ H( -٥‬ن‪/: ;*#‬א ‬
‫א&‪A،(s‬א‪ ،*-‬وא‪6*-‬א&‪4,‬א‪.('4N-‬א! ‪،‬و‪E‬א‪N-‬‬
‫*<‪P/‬א‪0<*-‬و‪ K/ b‬‬
‫‪o<7‬א‪6L‬א‪0<-UT‬א‪،-b1‬و‪ً#48‬‬
‫‪ H( -٦‬ن‪:;*#‬א ‬
‫‪I* -‬א&‪(%-S*I,‬א&‪s‬عوא‪;. n‬א&*אدא‪ KH-H,-‬‬
‫‪'( -٧‬א‪ ، !/0#-‬ن‪zl‬ل?‪0b(Hl3‬א&*<وא‪6 -‬א‪UT‬‬
‫‪ K;,‬‬
‫‪ H(-٨‬ن*‪+‬א‪o<7‬א‪6L‬א‪,-‬א‪P-‬ز‪ K23,-‬‬
‫اﻟﺨﻄﻮة اﻟﺜﺎﻟﺜﺔ‪ :‬ﺗﺼﻤﻴﻢ اﻟﺸﻌﺎر واﺧﺘﻴﺎر اﻟﻬﺘﺎف‬

‫?‪W:;-%b#‬א‪،Logo-‬و‪:‬א‪/ b,-‬א‪¥3-‬א‪%-‬אل('א! وא‪J2-‬‬
‫‪,‬ن(د‪S*3-al/<;S‬א! ‪،‬و?‪W+,%b#‬א‪l-‬ن‪،Slogan‬و‪:‬‬
‫(‪ >(S;4‬و> ‪%6‬ود‪S*I*b,pS‬א! ‪،‬و*א;‪ K-.l:‬‬
‫‪٢٨٩‬‬ ‫אא א א א א‬
‫ ‪W‬א‪6PªY+,‬א‪Y(,-‬א& ‪P‬لא‪l-‬א‪6‬א&‪s‬א‪W4*#-‬‬

‫‪+,:‬א! א&*و;א‪x‬و‪/ I%:?W‬و<‪،?/,P‬و‪+,:‬א! א‪',?W?W-‬‬
‫‪*1‬و]א‪*-‬و]?‪،‬وא‪?WW-W-‬א(‪.#‬و>?‪،‬وא‪*-‬א‪K?3?W‬و‪+,:ًPW:‬‬
‫‪ª‬א‪=<Vx‬ن‪#W,-‬א‪?Bb-‬א‪ KKBb-‬و‪?ً1‬و‪:V‬א! ‪6P‬א‪(,-‬‬
‫א‪KP(7‬و‪ Ej1‬ن>>نא‪*b,«+,‬אً و~אً‪>،‬ن >‪S*W‬و‪Vyz‬אً‪ K‬‬
‫‪2:‬א=‪'(،ًR |4‬א‪> I;-‬نא‪ً;;-‬و‪،ً=l‬א<‪=,‬عא‪U-‬ل‬
‫א‪K*<V: n‬و‪KKV4>Vyz,‬و*‪©H#I‬ذج‪4-‬א‪;-‬א‪6‬א‪Y623?N-‬‬
‫‪Y(6Pª‬א& ‪P‬لא‪l-‬א‪6‬א&‪ Ks‬‬
‫ﻳﺬﻛﺮ اﻟﻌﻨﺎد )ص‪ (١٤١٤ ،٢٤٧.‬ﻓﺎﺋﺪﺗﻴﻦ أﺳﺎﺳﻴﺘﻴﻦ ﻟﻠﻬﺘﺎف ﻫﻤﺎ‪:‬‬
‫‪a* -١‬א‪ +,‬א‪Q‬א! و‪.#‬ذ‪a*H? E-‬א&‪K#,‬א! ‬
‫א&‪2:~(%#‬אא‪jY+,‬א‪0<-‬א‪.I*.N-‬و‪P‬لא&‪S%‬א‪-‬א‪N-‬د‬
‫*א;‪ K.I‬‬
‫‪%# -٢‬مא‪+,‬א‪`-‬א‪ S*3-‬و‪s‬عא! ‪¨¬<#, -‬‬
‫‪:*>2,‬و‪ K.3‬‬
‫و*\א‪-‬د ‪`L-H? ،ًR‬א‪ q4+,‬ن‪63b-b,‬א‪ W-,-‬‬
‫‪ *b‬‬
‫‪E‬א‪ #® -‬‬
‫)‪-.< E‬א!‪¦3‬وא‪ *>2,-‬‬
‫‪ E‬ن‪ ;*,‬‬
‫د‪`b E‬א<‪%9,‬א‪YH‬א‪0<-‬א&‪ 3,9‬‬
‫ﻧﻤﺎذج ﻟﻸﺳﺌﻠﺔ اﻟﺘﻲ ﻳﻨﺒﻐﻲ ﻃﺮﺣﻬﺎ ﻗﺒﻞ ﺗﻨﻔﻴﺬ اﻟﺸﻌﺎر واﻟﻬﺘﺎف‬
‫‪ B-;j/ b-> J١‬؟ ‪,ªJ/:‬؟ ‪/:‬‬
‫א‪(%-‬و\א‪N-‬א<‪%9,‬א‪.‬؟‪K‬‬
‫ אد‬ ‫אא א א وذج א‬ ‫‪٢٩٠‬‬
‫‪/: J٢‬א&‪V‬א‪ DN-‬ن?‪,‬م‪%%M%(.‬א‪;-‬وא‪+,‬؟‪K‬‬

‫‪ J٣‬א‪6.n‬א‪ N-‬ن‪Y?% (l‬א‪/ b,-‬؟‪/,:‬א‪;IzQ3,>1‬‬
‫א‪'(5 0#-‬א! ؟ م‪q4:‬א‪P(7‬ن‪Y‬א‪Bb-‬؟ مא‪+*$(6>*j;,‬‬
‫(‪;j/ b.‬א‪S¨6‬؟ م‪ D‬ن?‪%9,l‬م‪2:‬א‪*=-‬ق‪.‬؟‪K‬‬
‫‪ J٤‬א‪;Ix‬א‪ N-‬ن?‪4b?/ bY%(l',/ b -.%#‬‬
‫‪H-‬؟‪K‬‬
‫‪ -> J٥‬ن?‪;j/ b‬אً‪ً=l‬و~אًא<‪%9,‬א‪YH‬א‪0<-‬‬
‫>‪I‬و‪2‬א)؟‪K‬‬
‫‪ J٦‬א‪+,‬א&<‪ B-D‬؟و>‪-‬א‪U-‬ل‪H-‬؟‪H-‬א&;>‪Y‬‬
‫( ‪6‬א<‪;= ,‬א‪U- Brainstorming;Ix‬ل‪(I+,:S*3-‬؟‪K‬‬
‫‪ J٧‬א‪6.n‬א‪ N-‬ن‪Y?%(l‬א‪U-‬ل‪%: |#+,‬א‪+‬א! ؟‬
‫ون«‪*b,‬אً؟‪K‬‬
‫اﻟﺨﻄﻮة اﻟﺮاﺑﻌﺔ‪ :‬ﺗﺤﺪﻳﺪ اﻟﺠﻤﻬﻮر‬

‫‪Yy%M‬א‪b3-‬لא‪*U((#l-‬א‪ -‬ذجא‪-b1‬و=*‪ ،;. L-‬و‬
‫א&‪،#,‬و>‪3‬א‪ً%H-S*-‬و‪،ًW%‬و(‪]^;H,P‬א! و‪،.3‬و‪%‬‬
‫;>?(' ‪0 :‬א‪<،; . n‬א‪> Q‬نذ‪|*8(E-‬א‪0bT?,<1‬‬
‫א‪*%-‬א‪ ،I‬م‪0b‬א‪6P-‬א‪ ،( ,1‬م(‪|*8‬א‪p‬ذא‪0L,-‬‬
‫א‪n‬د*א‪ ،EI‬مא‪0L,-‬א‪6<<zUT‬א‪U-‬ل‪،‬و‪E‬א&‪#,‬‬
‫<‪%9,‬א‪6‬א‪0<-‬א‪ K-b1‬‬
‫ودون‪mI،Ej‬ن ‪'(D/:‬א‪ !/0#-‬ن‪،H/,.‬و ن‪+*,‬‬
‫('‪H3b‬و‪Hb0b‬א& ‪;.:S‬א! א&‪،+%.,l‬ذ‪ E-‬نא‪+%‬א‪x‬ول‬
‫‪٢٩١‬‬ ‫אא א א א א‬
‫وא‪I: B-0.-‬د‪2:S‬אא‪;. n‬و‪YH%(l‬א‪'(QR#-‬א&‪6P‬א‪N-‬‬

‫א‪H.‬وذ‪ :zH(|*8(E-‬א‪4‬ع;‪j‬دא‪6‬א! و?‪ K.B0b‬‬
‫أﻫﻢ اﻟﻤﺼﺎدر اﻟﻤﻌﺮﻓﻴﺔ ﻟﺪراﺳﺔ ﺟﻤﻬﻮر اﻟﺤﻤﻠﺔ واﻟﺘﻌﺮف ﻋﻠﻴﻪ‬
‫‪b‬د;א&*‪I‬א‪'(+*,-UT‬א‪;. n‬و‪.l3?:Hb0b‬א&‪b‬د;‬ ‫‬
‫א‪#l-‬א‪Y.(y%MN-‬א‪S=T‬א‪x‬و‪|*8(-A،‬א‪b1‬ل‪6.n‬‬
‫ذא‪6‬א‪sP-‬عא! ‪،‬و‪6.n‬وא‪%-‬وא‪*0‬א!وא‪:x‬א!‪b‬ل('‬
‫א‪VW-‬א&‪6‬א‪،HUT‬و‪© I*-‬طو<>‪6‬א‪b1‬ل‪2:\%-‬א‬
‫א‪, >،;. n‬جא‪'(/0#-‬א! ‪D-Y،‬א‪x‬ن‪%Z{/ b،‬א?‬
‫‪;. n|,‬و‪Hb0b‬א&‪ K(,‬‬
‫ﻓﻴﻤــﺎ ﻳﻠــﻲ ﺳــﻨﻘﺪم ﻧﻤــﺎذج ﻷﻫــﻢ اﻷﺳــﺌﻠﺔ واﻻﺳﺘﻔﺴــﺎرات اﻟﺘــﻲ ﻳﻨﺒﻐــﻲ ﻟﻠﻘــﺎﺋﻢ ﻋﻠــﻰ اﻟﺤﻤﻠــﺔ‬
‫ﻃﺮﺣﻬﺎ ﻓﻲ ﻫﺬﻩ اﻟﺨﻄﻮة‬
‫؟وא‪;. n‬א‪*W>x‬‬‫‪ J١‬א‪;. n‬א‪*yz* W>x‬אً‪2.‬א&‪ ،‬وא& ‬
‫א‪ً ,:‬؟א‪V: n‬א&‪I%.,l‬؟وא‪V: n‬א‪%*?N-‬א‪U-‬ل‪ .-‬؟‪K‬א‪;. n‬‬
‫א&‪،¥1+%.,l‬دא‪،ً 0‬א‪;. n‬א‪*yz*W>x‬אًو‪¦P? >،&S*j4‬ذ‪،E-‬‬
‫‪%(ًPW‬א‪H,-‬א‪6.x‬وא‪RYQ‬א‪38x‬لو‪،/.P‬و‪D;b,‬‬
‫ن?*‪:+‬א‪V: n‬א&‪I%.,l‬א‪x‬و‪.-‬وא‪K?W-‬‬
‫‪6>< J٢‬و‪6I*b‬א‪V: n‬א&‪S*yz,‬وא&‪I%.,l‬؟و>‪3‬א‪p‬ذ‪/:‬‬
‫‪*#-‬א;א‪6‬؟و‪/.(:‬א&*وא&‪/.IS*yw‬؟‪K‬‬
‫‪2:0b J٣‬א‪<V: n‬א‪> Q‬نذ‪E-‬א‪-‬אא‪*%-‬א‪ ،I‬م‬
‫א‪l3-‬وא‪( ,1‬؟و‪\%‬و(‪2:‬א‪s63-‬عא! ؟‪K‬‬
‫‪© J٤‬طא‪ ,<1‬عوא&‪S%:‬وא‪*#-‬א‪2:\%-SQ‬א‪V: n‬א&‪I%.,l‬؟‪',‬‬
‫‪ *#‬א&‪#,‬؟و ؟و>؟وذא؟و>‪K ,l‬و‪%:‬؟و‪',‬؟و ؟و‪',‬‬
‫‪%9,l‬مא‪u?o?7‬؟و>؟و‪Y‬ذא؟و ؟‪K‬‬
‫ אد‬ ‫אא א א وذج א‬ ‫‪٢٩٢‬‬
‫‪ J٥‬א‪61b1‬א‪b9-‬وא‪(:-‬م‪;. L-‬א&‪+%.,l‬؟‪،‬‬

‫و‪6E-::‬و د‪%A‬و;‪*I 5‬אدא‪;. n‬א&‪#,‬ل‪2:‬א&‪ ،‬و‬
‫א&؟‪K‬‬
‫‪ J٦‬א&‪Vq,‬א‪6‬א‪>l-‬א‪*N-‬א‪:‬א‪<، .;. n‬א‪ ، b9ju?> Q‬م‬
‫‪4-|,‬א=‪/.‬؟‪K‬‬
‫‪0b J٧‬א&*<א‪<<x‬א‪\*N-‬א‪%7., : ; . n‬א‪2:Z‬‬
‫א‪Vq,-‬א‪6‬؟‪K‬‬
‫‪ J٨‬א‪*=-‬قא‪b{3-‬ل‪2:‬א‪Vq,-‬א‪6‬دون( ‪LI‬א‪5I*6‬‬
‫א‪V: n‬א&‪I%.,l‬؟‪K‬‬
‫‪H)4< E-:: J٩‬א‪w،.w4,-‬د‪ s;J‬א‪Vq,-‬א‪6‬‬
‫א&‪،o#‬نو‪6%‬؟‪K‬‬
‫‪6PE-:: J١٠‬د‪ ،‬و*‪،‬و‪%M،#‬و‪-U‬‬
‫א‪V: n‬א‪I>%*?N-‬؟و>‪-‬א‪'(Dq,-‬ذ‪E-‬؟‪K‬‬
‫ ‬
‫اﻟﺨﻄﻮة اﻟﺨﺎﻣﺴﺔ‪ :‬اﻛﺘﺸﺎف اﻟﻌﻮاﻣﻞ اﻷﺧﺮى اﻟﻤﺤﻴﻄﺔ‬
‫( ‪Q‬א‪b1‬ل(א <‪%()4‬م^]א! ‪6P‬א‪(,-‬א‪P(7‬‬
‫א‪-‬مא‪6&I،Hl3?P(7‬و‪%7ً8*jul-:%‬א‪YVqZ‬‬
‫‪Hyman‬‬ ‫א‪ >،6: 1‬ذ>*ذ‪:E-‬و‪6; .?Yl,j‬א‪*#-‬ن&‪Fs‬‬
‫‪ KEand sheatsley,1971‬‬
‫‪(E-:‬א *\>‪%SVW‬ق‪SVl‬א! ‪.،‬א‪( ,1‬وא‪<l-‬‬
‫وא‪b,1‬د‪،‬و*\وא‪ 1‬نو<‪0‬א‪P(7‬م‪،‬א‪-‬م‪'(>*،‬א‪*(x‬אض‪،‬و‪¬-‬‬
‫(' <‪)4‬א&*ض‪9,I،‬א‪*3-‬دو‪:L,‬א‪2n‬و;א‪* -( ,1‬ضא‪VW%N-‬‬
٢٩٣ ‫אא א א א א‬
?2 IK±KKK ‫ و‬،<<‫ و‬،( ,‫א‬6P.-‫=*ق‬,-‫وא‬.s*(

،<<‫و‬،( ,‫א‬D<‫ ن;وא‬%^H#=Y*,N-‫א‬Bb-‫*אضא‬x‫א‬
Y‫ع‬-s*(*W> /:‫*אً؛‬#I*W> |8Y‫ن‬2-‫א‬E-‫و‬zI،‫د‬b,‫وא‬
<<‫دو‬b,‫و;א‬2‫ود‬¥‫א‬2:‫و‬KEWallack,1989,p.365F3,9&‫*אضא‬x‫א‬
1S*ywu?> .6&I، !‫قא‬3DL,-،;4,(1‫א‬Y:2 D
(%N-‫*و;א‬R-‫א‬Qjx‫א‬VI‫و‬،- -‫א‬S*-‫א‬%1:%-`L
.J S;yD ‫و‬،6.n‫א‬2:5|l,-‫*|א‬8(1z1‫א‬2:‫و‬K !‫א‬
8,-‫א‬-‫و‬KS,&‫א‬.L0,?‫*;('א! و‬R-E-‫دذ‬1',،u?>
,-‫©ذجא‬Y/:x‫א‬L‫א‬o<7‫א‬:.,n‫*ق‬8‫و‬6P&‫)א‬4< K- -‫א‬
KW%!‫א‬
( ,1‫א‬Vq,-‫א‬6(ESchramm,1964,pp.115-122F‫*אم‬j~-‫و‬Z%B,
%‫*د‬3-‫א‬6<; &‫א‬YVq,-I،I#W-‫*א=א‬-‫لא‬W&‫א‬4<'( N-‫وא‬
VI,-‫ج‬,0?#=YBU6‫א‬VqZ%B$I،4-‫א‬Yً‫א‬VqE-‫ذ‬4(%,l
'(QR#-‫ج‬,%‫و‬،‫ز‬P-‫دوא‬x‫*א‬I‫و‬،!‫א‬6Bb&‫א‬Y
/,-%6%‫مود‬%(‫ و‬،6#,l‫>د‬،‫*אض‬x‫א‬2644l&‫א‬
V W-‫ א‬-‫و‬،a#IBb-‫א‬6P !‫א('א‬2:*b,#1‫و‬،,-‫وא‬
8'(QR#-‫א‬P(7‫(א‬,-‫א‬6P !‫א‬K=,l1،ًPW I،6P !‫א‬
2:'(‫ل‬b!‫א‬.I.l‫ و‬،.b‫ و‬،.,(‫ز;א‬.I*W#=Y6‫;א‬%9&‫א‬
4j-=‫ود‬WSV=( ,‫א‬6P‫د‬-‫ن‬%‫و‬K6‫;א‬%9&‫א‬
]^YVyz,-‫('א‬.;%‫و‬4-‫ א‬: Y‫*אم‬jHornikE?;:%wKSV4>
‫*>ون‬2-‫א‬6P !‫('א‬5 0#-‫א‬VW-‫مא‬H? >،.3‫א! و‬
S;%#-‫ نא‬E?;:\*‫و‬K4-‫ א‬: ‫<ن‬,‫و‬6&‫موא‬P(7‫אً('א‬VW>
‫ אد‬ ‫אא א א وذج א‬ ٢٩٤
K I%-‫*د‬3-‫א‬H‫ ج‬,1J2-‫א‬l-‫א‬1:‫*د‬3Vq‫ ن‬K=,l1-b1‫א‬

Vq1l-‫א‬/‫ض ن‬o3?‫ ن‬D?-K¦:( ,‫א‬²
KEHornik,1984,p.338F ?l- (%&‫א‬4-‫א‬Y/.Vq)Y-.l
KP((ªJ ]^Y\b#-‫ א‬:x‫א‬Infrastructure,B,-‫א‬4I
KEParker and mohammed,1977,p.176F
Y2x‫مא‬%(:Vq,-‫א‬Z‫א‬%b-\*x‫)א‬4<x‫א‬% ‫ن‬W‫*אم‬j‫ل‬#
Q1w:‫ ن‬1،‫*אد‬Ix‫א‬Vq%*?? /*-‫'א‬I،( ,1‫א‬6P-‫نא‬4l!‫א‬
،.‫ ن*ق(دא‬.I‫*د‬3-‫('א‬Db( ,‫ א‬s‫*אدن‬Ix‫א‬
Y‫دد‬o-‫א&א‬Y-‫* د‬3-‫ ؛¨א‬-.l‫*و‬l.³-‫א‬/y‫و‬
KESchramm,1964F%<;¨(‫د‬,1‫ وא‬،S%%S*I‫ل‬4
S%%6‫و~א‬6<;¨'(‫ل‬b!‫א‬-ً? -( ,1‫א‬Vq,-‫א‬D=, >
6 (Q‫*א‬%1،:، !‫א‬/.-.&‫*אدא‬Ix‫\א‬%-S*I‫א‬,‫ن‬1%
KS%%n‫א‬6‫~א‬T‫א‬2:‫ص‬9jx‫א‬/,-4;%
%(l#=&‫א‬Y‫د‬b,1‫ (وא‬,1‫<وא‬l-‫א‬6l<w&‫א‬K‫ون‬,-‫א‬-‫و‬
/ b -` l;% !‫&א?א‬bb9&‫א‬-&‫´א‬-4&‫א‬5lM'( :l&‫א‬Y
‫ ن‬،*s!‫א‬u-‫א‬Y،‫ل‬b1‫א‬Q (VW-‫و*\א‬،.8&‫א‬+‫א‬%:x‫|א‬#M
;%-R396?‫א‬bp:P(7‫(א‬,-‫א‬6Pª‫ق‬3)4< %
‫م‬#‫ ن‬%1‫א‬2-،BBU‫و^]א! =*ق‬،&‫א‬.B,l
'(، *‫ و‬،S;‫د‬#-‫وא‬،P-‫א‬6‫אذא‬6.n‫א‬K*b{/ b&‫א‬
،K‫א‬-‫(' ;ضא‬KI?‫و‬##S%(l&‫א‬2:'z,,-‫و‬، !‫א‬YS%(l&‫א‬
‫ ن‬%1‫و‬K\*x‫א‬6.n‫! وא‬/0#-‫א‬5/‫|و‬l‫ود‬%1
.%#,<N-‫א‬S%(l&‫א‬3>‫و‬،6.n‫א‬2::‫*אًل‬4S;b-‫`א‬R,
‫‪٢٩٥‬‬ ‫אא א א א א‬
‫‪<، B-‬א‪Q‬א‪.l'(6*b,‬א‪*7‬א‪Q‬א‪6‬א‪*-‬وא‪7‬دא;وא‪ ،23,-‬و‬

‫‪ ،%#?6(~/%#uµ‬و;>‪*?YI6‬א‪V: L-0<*-‬א&‪KI%.,l‬‬
‫‪ D-‬ن?*א(‪ ،:‬ن‪2:‬א&‪2:46 :l‬א&‪ D6l<w‬نن‬
‫«==ًو ن‪ Db‬א‪.n‬א‪.( 0#-‬א‪ DN-‬ننא&‪ wl‬و‪3>(-‬‬
‫<‪V‬א! و‪Q‬א‪0<*-‬وא<‪%9,‬אمא‪ KEAtkin,1982F0<-‬‬
‫ﻧﻤﺎذج ﻟﻸﺳﺌﻠﺔ اﻟﺘﻲ ﻳﻨﺒﻐﻲ ﻃﺮﺣﻬﺎ ﺣﻮل اﻟﺒﻴﺌﺔ اﻟﻤﺤﻴﻄﺔ واﻟﺠﻬﺎت ذات اﻟﻌﻼﻗﺔ‬
‫‪ -١‬א‪64#-‬א‪??#-‬وא‪Px‬א‪%N-‬א‪2:Y.‬א! ؟و>‬
‫‪-‬א‪.(Dq,-‬؟‪K‬‬
‫‪/,> -٢‬א‪ً#4l/:3,-‬؟و‪:‬نذ‪%: ]*j|*8(E-‬א‪+‬‬
‫א! وא&אא‪.##M+<N-‬؟ م ?‪ -%1H‬ن?‪,‬زل(א‪3‬‬
‫وא ‪:‬و?ن >‪*W‬د<‪،‬وذ‪a#l¶1 E-‬א! ‪%2‬א‪.,‬؟‪K‬‬
‫‪ -٣‬א‪6.n‬א‪%3,lN-‬א‪Ks-‬א‪/0#-‬؟‪U:6.E-::‬‬
‫‪Q#R3،ًPW‬א!ل('‪.!b H(:‬א&د؟و‪E-::‬‬
‫‪Q#R36.‬א!ل('‪ ًIH(:‬نא?‪2:Q.,‬א&‪%‬‬
‫‪6P%-‬א‪ *W> ( ,‬و ‪S;=%j‬؟‪K‬‬
‫‪> -٤‬א‪U-‬لل‪2:K‬א‪6.n‬؟‪K‬‬
‫‪6PE-:: -٥‬א‪( ,‬و ‪oP‬ض‪2:‬אא‪Vq,-‬א&=)؟'‪:‬‬
‫‪2‬אא‪('(VyzVq,-‬دא‪6‬א‪K ,‬و ‪HP‬؟و>‪3‬د‪2:J‬א&;‪s‬؟‪K‬‬
‫‪,:-٦‬ج‪Q%4`;b2x‬א! ؟‪2:‬א‪،`;b,-‬و‬
‫א‪6.n‬א‪N-‬א!|‪.BY‬؟و>‪-‬א!‪b‬ل(‪.‬؟‪K‬‬
‫‪s: -٧‬عא! ذو‪<l‬א‪( ,‬و(‪P‬؟>‪U‬‬
‫‪n‬دونא‪*{*yz,-‬אسא‪4-‬א‪Gate Keepers‬؟‪K‬‬
‫ אد‬ ‫אא א א وذج א‬ ‫‪٢٩٦‬‬
‫‪ ،:VqD\* Qj E-:: -٨‬و‪%‬א‪Y.y‬א‪'4-‬א‪4-‬وא‪( ,1‬‬

‫'‪ -‬نא&‪q4.IBU‬‬
‫‪Is7‬א‪Vq,-‬א‪6‬א‪ B-P(7‬؟ ‬
‫‪%‬א‪W%63,lZ‬د;‪'(S‬א&‪nYS%(l‬א&*‪'s‬؟ و‪q4:‬‬
‫א‪Qj '(QR#-‬د‪YS‬א‪4-‬و‪w‬د‪2:J‬א&א‪WBb-‬ود‬
‫‪K?b‬ذא‪&P(6‬؟و‪2:‬א‪KKKKK‬‬
‫‪ -٩‬א‪6.n‬א‪Y%(lN-‬א! ؟و>‪ K=,l‬ن‪?%(l‬؟‪K‬‬
‫‪ -١٠‬א‪b#J2-‬؟‪::‬א‪~T‬א‪6‬وא&‪6‬؟ م >א‪D;%,-‬א‪UT‬‬
‫‪QR(z‬א! وא&‪،5(~,‬نو‪%‬؟و‪b#:‬א;د*‪ ،‬و‪4;%6#‬؟‬
‫>‪n‬ذ‪E-‬؟‪K‬‬
‫‪,: -١١‬ج‪*I 4*S%(l‬אدא‪K ,‬؟و>‪/.4;%‬‬
‫و ‪/.‬؟و>‪ /‬ن‪%(l‬و?؟‪K‬‬
‫‪ -١٢‬א‪6 -‬א‪#l,-‬وא‪ ,-‬א&=‪E-2-‬؟‪K‬‬
‫ ‬
‫اﻟﺨﻄﻮة اﻟﺴﺎدﺳﺔ‪ :‬اﺧﺘﻴﺎر اﻟﻮﺳﺎﺋﻞ واﻟﻘﻨﻮات اﻻﺗﺼﺎﻟﻴﺔ‬
‫‪%‬א‪4=-*-‬א&‪ ،‬وא‪،S*3-‬و‪%‬א‪'(+*,-‬א‪;. n‬و‪Hb0b‬‬
‫א&‪،3,9‬و‪%‬א‪4-‬وא‪*I‬و<‪0‬א‪b1‬ل‪،.I‬م('א‪ !/0#-‬‬
‫א‪;,‬א‪0<-‬א‪R3N-‬א<‪%9,‬א‪|#B,-.‬א‪+%‬א‪T‬ص! ‪(?% ,K‬‬
‫א‪0<-‬א&<‪D‬א<‪%9,‬א‪ W'(.‬‬
‫‪ -١‬ﻃﺒﻴﻌﺔ اﻟﻤﺸﻜﻠﺔ أو اﻟﻔﻜﺮة‬
‫‪>¬I‬א‪0<-‬א‪'(S;%#-‬א‪-.l3?SQ3- -‬א &‪6P‬‬
‫وא‪،;Ix‬ذ‪ E-‬نא&‪,M6P‬ج‪(-‬א‪4<'(،0<-‬‬
‫א&‪W‬ل‪YH? %^،‬א! ‪6P‬א‪,%Bb-‬جא‪4'( !/0#-‬نא&א‪Bb-‬‬
‫‪٢٩٧‬‬ ‫אא א א א א‬
‫و ‪/l'(:*y‬א&*و‪،Hj‬و‪2‬א‪3,-I‬ن‪UYRI ،:،‬א‪-<*-‬‬
‫א‪Bb-‬א‪7‬ذא(‪ ،‬وא‪ >،IBb-‬نא&‪%6(s‬نذא‪<l6‬‬
‫‪ K=,l?PI،q-‬ن?*‪Y.s‬א‪3,-‬نא‪H-*J2-‬א‪38K n‬و‪،·j‬‬
‫و;و ?‪،'W‬و‪*I*>2‬جא‪ًR-‬א&‪6P‬א‪N-‬א‪H‬א‪,?7‬جא‪~-‬א ‬
‫א‪%#?W*bY?3,-‬من‪%Y‬א‪KI*;%<7‬د(\‪'(0R‬وز*‬
‫א‪P(7‬مא&‪J*b‬א‪'(ًL,‬ذא((‪(?36?P‬و<‪K0‬א! ¨‬
‫*‪/6PªH(D‬א‪3,-S*<x‬ن‪،‬و‪%‬אد('‪2:‬אنאن ن‬
‫(‪/6?P‬א‪YS*<x‬א‪3,-‬ن‪D<,1‬و ‪P‬قא‪K ,‬و?‪KL.‬א‪38x‬ل‬
‫('‪/.0*< H‬و ?‪KL%.‬א‪<;¨'()4-‬א‪¬n‬‬
‫‪FK?(*jV‬א‪،١٩٨٧،-‬ص‪ ًPW%^% >KE٢٤‬ن‪ًR‬א&‪6(s‬‬
‫ن‪4U‬و‪Y.s*(K=,l?1S%#‬א‪3,-‬ن و ن(*‪541%HI.s‬‬
‫א‪-KBBU#*=+%‬دون‪uBs Ej‬א‪،u?o?1‬א‪-‬م‪-‬א‪,N-‬ن‪Y‬‬
‫א‪-‬א‪S%(K‬و<‪0‬א‪--b‬א‪<-‬א‪x‬وא‪*N-‬صא‪ 0#-‬ن('‪6Pª‬‬
‫א‪I7(,-‬د‪ K.S‬‬
‫‪ -٢‬اﻟﺠﻤﻬﻮر اﻟﺨﺎص ﺑﺎﻟﺤﻤﻠﺔ‬
‫‪I*-54‬א‪;. n‬و‪ Y،Hb0b‬ن>‪ : ،SVW‬و<دون *\‪K‬‬
‫‪(I‬א‪Dl,p0<-‬א‪H,-‬א‪V: nI،JV: n‬א&‪,M ,‬جو<‪0‬‬
‫‪(,p‬א‪0<-‬א‪.,N-‬א‪;. n‬א‪،x‬وא‪63-‬א‪,M-‬جو<‪3,«0‬‬
‫(א‪63-‬א‪* -‬א‪،\*x‬و‪2:‬א=‪'(|4‬א‪0bT‬א‪V: n‬א&‪ KI>3,9‬‬
‫‪ -٣‬اﻷﻫﺪاف اﻟﺨﺎﺻﺔ ﺑﺎﻟﺤﻤﻠﺔ‬
‫‪ (,p‬א‪<-R3,-‬א‪-b‬دونא‪%: +P,\*x‬א‪+‬א! ‪K‬‬
‫‪ !I‬ذא‪6‬א‪%:x‬א‪+‬א‪Vq,-(7‬א‪6: 1‬وא‪(,p6>l-‬א! ذא‪6‬‬
‫ אد‬ ‫אא א א وذج א‬ ‫‪٢٩٨‬‬
‫א‪%:x‬א‪+‬א&‪'(S*b,#‬א‪2q,-‬א‪ %Â:2-‬نא‪b1‬لא‪:b9-‬א‪K^x‬‬
‫‪-B-‬א‪x‬و‪ ،‬و<‪0‬א‪b1‬لא‪:V: n‬א‪Y;%x‬א!‪-‬א‪ ،?W-‬ذא‬
‫>ن‪:I%:‬א‪U-‬ل‪,?mI*(;.‬جא<‪%9,‬אمو<‪0‬א‪-b‬‬
‫‪(,‬و‪%,‬د‪2.3-S‬אא‪*q-‬ض‪ ،‬ذא>نא‪*:+%‬א;א‪( 0<*-‬‬
‫‪%‬د‪S‬א‪%9,<I،V: n‬אمو<وא‪S%‬نא‪،K3?x‬و‪-‬ذא>?‪%-u‬‬
‫‪;%‬א‪*YSV4>6‬א;א‪74I،0<*-‬نא<‪%9,‬אم(‪S%‬و<‪0‬א‪ -],,--b‬‬
‫א‪*,-‬א;؛א‪,-‬عא&=)‪7‬دא&وא‪zl-‬م‪ K‬‬
‫‪ -٤‬اﻟﻤﻨﻄﻘﺔ اﻟﺠﻐﺮاﻓﻴﺔ‬
‫‪-¬-‬و<א‪Hl3?;%#-‬א‪ ,:1‬م‪ ،ًPW،%^%#I،#=>Y‬ن‬
‫א‪*#VBb-‬و‪ ،-.?-،#=YSQ‬و‪Db‬א‪U-‬ل‪ K.-‬‬
‫‪ -٥‬ﻣﻴﺰاﻧﻴﺔ اﻟﺤﻤﻠﺔ‬
‫‪ >*yw%‬א&‪´-4‬א&‪ ('( B-bb9‬א<‪%9,‬אمא‪u?>I،0<-‬‬
‫א&‪6bb9‬و‪,‬جא&‪b 8u-a=9‬ل;<‪-‬א! ‪H?mI،‬‬
‫<‪*=R‬א<‪%9,‬אم(‪%‬د‪%‬ودא‪K=,l1;H?،0<-‬א<‪%9,‬אم‬
‫א‪3,-‬ن‪،‬و‪-‬و‪s‬א! ‪6P‬א‪(,-UT‬א‪YP(7‬دولא‪¸-‬‬
‫א‪'#.? -‬د( ً‪ً-‬و??ًא‪6.n‬א!א&‪،3,9‬و ن‪/‬‬
‫א‪7‬ذא(‪6‬وא‪2:Y6?3,-‬אא‪ :¸-‬دوא‪%->¨6‬و‪/%#,` l.?mI،-‬‬
‫*א}א! ‪6P‬א‪P(7‬دون‪#.?،#‬م*א‪Y.0‬א‪x‬ن‪ K‬‬
‫‪ -٦‬ﻃﺒﻴﻌﺔ اﻟﺮﺳﺎﺋﻞ واﻟﻤﻀﻤﻮن‬
‫‪ YEj1‬ن‪4=-‬א‪-<*-‬و‪.(s‬א‪%( :x‬א‪;,‬و<دون *\‪،‬‬
‫‪0<*-I‬א‪4b-‬وא&‪4<'(S%#‬א&‪W‬ل‪R3،‬א<‪%9,‬א‪Y.‬א‪0<-‬א‪ (4=-‬و‬
‫‪٢٩٩‬‬ ‫אא א א א א‬
‫א‪*(R3 u?o?7‬ضא‪0<*-‬א‪.l-‬و‪V‬א&‪%^،ًR Kً?3S%#‬א‬

‫‪:‬א&نא‪QP*W>x‬א‪0<*-Bb-‬א‪'(% ,N-‬א‪،S;b-‬و‪2:‬א‪ KKKK‬‬
‫ﻧﻤﺎذج اﻷﺳﺌﻠﺔ اﻟﺘﻲ ﻳﻨﺒﻐﻲ ﻃﺮﺣﻬﺎ ﻗﺒﻞ اﺧﺘﻴﺎر اﻟﻮﺳﺎﺋﻞ واﻟﻘﻨﻮات اﻻﺗﺼﺎﻟﻴﺔ‬
‫‪4l? -١‬א‪*#-‬א‪K , YSQ‬א! ‪،‬و‪*I 5‬אدא‪; . n‬א&‪+%.,l‬؟و ‪J‬‬
‫א‪0<-‬א‪*W> (4=-‬א?‪;,‬אً؟و ‪J‬א‪Bb-‬وא‪**W> 6P‬א‪SQ‬؟و ‪J‬א‪6B3b-‬‬
‫>‪2:\%-4j*W‬אא‪;. n‬؟‪2:)4< :‬אא‪R3,-‬؟ >‪? *W‬אعא&אد‬
‫א‪3Bb-‬א‪;..(uI.,N-‬א! א&‪6(s‬א‪،%-‬وא‪،<l-‬‬
‫وא‪،s*-‬وא‪b,1‬د‪،‬وא‪،3-‬وא‪?P(7‬وא‪،Bb-‬وא‪6‬وذ‪E-‬؟‬
‫‪*W> /:‬א‪4j),-‬؟و&ذא؟‪:‬א‪K,;. n‬א‪Bb-‬א‪ ;-‬م ?‪% ,H‬‬
‫>‪'(V4‬א&א‪K‬א‪o-7‬و?؟‪ K‬‬
‫‪4l? -٢‬א‪ ,<1‬عא‪7‬ذא(‪2:\%-‬אא‪;. n‬؟و‪:‬א‪~-‬א}א&‪R3‬‬
‫و<‪2 :D4‬אא‪R3,-‬؟ و‪6‬א‪ ,<1‬ع؟‪*W> I*D،ً R K‬א=‪6‬‬
‫‪*I 5V:‬אد‪2:‬אא‪،;. n‬و‪;6=::‬؟ م؟‪ K‬‬
‫‪6‬א‪;.\%-0R3-‬א! ؟‬
‫‪S%:4l? -٣‬א‪3,-‬نאوא‪#-‬א ‬
‫و‪:‬א‪~-‬א}א‪,*W>x‬و<‪D4‬ذ‪E-‬؟ و‪6‬א&‪S%:‬؟و ؟‪ K‬‬
‫‪ -٤‬دوא;א‪b1‬لא‪b9-‬وא‪*Ix:-‬אدא‪;. n‬א&‪+%.,l‬؟و‪/:‬‬
‫د‪S‬א‪YJ *-‬א&‪EU،I>6(s‬א‪spN-‬عא! ؟>‪#,‬‬
‫א‪;4x‬وא&‪*I 56‬אد‪2:‬א‪V: n‬؟و(‪P‬א‪b1‬لא‪b9j54-‬‬
‫وא‪(:-‬م‪،‬و;<‪0‬و<‪0‬א‪61b1‬א‪V: n‬؟‪ K‬‬
‫‪\% -٥‬א<‪%9,‬אمא‪6#,-‬א‪-b1‬א!‪،W%‬وא‪a0<-‬א&‪%,‬د‪\%-S‬‬
‫א‪V: n‬א&‪I%.,l‬؟ >‪*W‬א&‪6(s‬א&‪%,‬אو‪،.I-‬و‪:‬א<‪%9,‬א‪.‬؟‬
‫وא‪6(4j7‬א‪،.##MN-‬و>‪3‬א‪I7‬د‪Y.S‬א! ؟‪ K‬‬
‫ אد‬ ‫אא א א وذج א‬ ‫‪٣٠٠‬‬
‫‪\%-٦‬א?‪;,‬و<‪0‬א‪P(7‬مא‪ Y%%n‬و<طא‪V: n‬א&‪I%.,l‬؟‪48‬‬

‫א<‪%9,‬א‪.‬؟و >‪ *W‬دوא‪.‬א<‪%9,‬אً؟‪،‬و >‪*W‬א&א‪K‬א&‪,‬؟و‪48‬א‪;. n‬‬
‫א&‪%9,l‬مو و‪6‬א‪%9,<1‬אمو>‪H,3‬؟و>‪3‬א‪I7‬د‪2:S‬אא‪0<;*?Y;. n‬‬
‫א! ‪،‬وא‪,-‬א‪KU‬א‪;. n‬א&‪+%.,l‬و‪Y;;.HM‬א‪ K(,-‬‬
‫‪*W> -٧‬א&‪;.4ً14%l‬א! ؟‪ YU‬مא‪K n‬؟و&ذא؟‬
‫وذא ن‪%#‬م‪2:‬א&‪%l‬؟‪ K‬‬
‫‪\% -٨‬א?‪;,‬א‪a0<-‬א‪-b1‬ذא‪6‬א&‪K‬א‪5a<-‬و<‪0‬א‪P(7‬م‬
‫א‪V: n‬وא‪61b1‬א‪W،:-‬א‪DVD-‬وא‪%3-‬وא&‪6PLl‬و>‪E-2‬‬
‫א&‪6#b‬وא&=‪6‬؟‪،‬وא‪x‬دوא;א‪-b1‬وא‪ ,-‬א‪#N-‬م‪Y.‬א‪K ,‬‬
‫א&‪b#‬د؟‪،‬و(‪2:P‬אא‪2:K;. n‬א‪0<-‬؟‪ K‬‬
‫‪ -٩‬و<‪a0‬א‪61b1‬א‪;3-‬א&د‪YS‬א&=‪#‬؟و‪?\%‬‬
‫א<‪%9,‬א‪0<;U,-.‬א! ؟‪ K‬‬
‫‪%bI*%1 -١٠‬א>و<‪،‬و ‪/:‬א‪6b9-‬א&*<و >‪:*W‬‬
‫‪%b‬אوذ‪،‬و ‪ :‬א&‪b‬د;א‪S~*W>x‬و;‪2:UY4‬א‪0<*-‬‬
‫א‪;. n‬א&‪+%.,l‬؟‪ K‬‬
‫اﻟﺨﻄﻮة اﻟﺴﺎﺑﻌﺔ‪ :‬ﺗﺼﻤﻴﻢ اﻟﺮﺳﺎﺋﻞ‬

‫> ‪Y¦P‬א‪b3-‬א‪0<*I،|l-‬دو;>‪%V4‬אً‪]^ (Y‬א! ‬
‫(‪ M0<*-I،H%‬א‪;Ix‬א‪.U%*?N-‬א‪2-،;. n‬א('א‪/0#-‬‬
‫! (‪H==p%‬א‪'(W+*,-‬א‪Qjx‬א‪ W-,-‬‬
‫‪48 -١‬א&وא‪*=-‬قא‪،.{3-‬ودو;א! ‪Y‬ذ‪،E-‬وذא>ن‪2:‬א‬
‫א‪%-‬و;>ً‪ ،‬م‪A،ً0‬نא&‪3%‬قא‪;%#-‬א‪6‬א‪ ( 23-b1‬ل‬
‫*א‪<،0‬א‪4-|, IQ‬א=‪ ،‬و&‪#,‬ذא‪ KH‬‬
‫‪٣٠١‬‬ ‫אא א א א א‬
‫‪48 -٢‬א‪;. n‬א&‪+%.,l‬א‪x‬و‪H-‬وא‪،J?W-‬و?(‪H,‬وא‪0bT‬א‪N-‬‬

‫‪ .K, ,‬و‪E‬א‪7N-‬نא(‪ ,‬د‪ KH,0L,-:‬‬
‫‪I* -٣‬א‪-‬אא=و‪،&.,P(\%‬وא‪-‬א‪|0‬א&دوא‪( ,1‬‬
‫وא‪l3-‬א‪M%N-‬لدون‪%: |#M‬א‪+‬א! ‪،‬و‪E‬א‪-‬אא‪%(l%N-‬‬
‫א! ('א‪I*،ً R ،]L-‬א&;>‪6‬وא&‪%(l‬א‪6‬א&‪ B-3,9‬‬
‫א‪6.n‬א!وא&‪6l<w‬א‪:x‬وא‪ KUT‬‬
‫‪-b1‬א&‪YS*I,‬א&=‪#‬א&‪b#‬د‪<،S‬א‪|, IQ‬‬
‫‪I* -٤‬א‪#-‬א‪6‬א ‬
‫‪0<-‬א‪P(7‬وא‪ ،V: n‬وא‪0<-‬א‪-b1‬א‪K ,L -%#,-‬א‬
‫א&‪،+%.,l‬و‪I*D:‬א‪67‬وא‪-64l-‬و<‪2:‬א‪0<-‬‬
‫و;=‪;. n.‬א&‪+%.,l‬و‪48‬א&א&*אد‪%bI*D >،.‬א‬
‫‪2:‬א‪;. L-4l-0<-‬א&*אدא‪U-‬ل‪ KH-‬‬
‫*‪I‬א‪#-‬طא‪P( l0*-‬؛‪%(l‬א‪'(/0#-‬א! (';‪S‬א&‪/:3‬‬
‫و‪%%M‬א&‪%‬אא‪(7‬א‪P-‬ز‪|#B,-‬א‪%:x‬א‪+‬א‪، !UT‬وﻣـﻦ أﻫـﻢ‬
‫اﻷﺷﻴﺎء اﻟﺘﻲ ﻳﻤﻜﻦ أن ﻳﻘﻮم اﻟﻤﺼﻤﻢ ﺑﺘﺤﺪﻳﺪﻫﺎ ﻣﺎ ﻳﻠﻲ‪:‬‬
‫‪48 -١‬و?(א‪6*-‬א‪ DN-‬ن‪%9,l‬م‪%: |#B,-‬א‪+‬א! ‪ K‬‬
‫‪Q#*8 -٢‬א‪0<*-‬א‪P(7‬و‪,<:‬نذא‪6‬و‪.‬وא‪ ،S%‬وو‪5,.‬؟‬
‫و><‪/,‬א<‪%9,‬אمא!‪}L‬وא‪~-‬א‪5:‬؟و‪,<:‬نא‪ ،,3-<*-‬و‪#q‬‬
‫א‪.-‬؟ و<نذ‪5ً=E-‬א‪5y1‬؟‪ K‬‬
‫‪)< -٣‬א‪،-<*-‬و‪/,<:‬א<‪%9,‬אمא‪)<x‬א&=‪#‬وא&‪ ،‬و‬
‫א‪)<x‬א‪38-‬؟ و‪/,<:‬א<‪%9,‬אمא‪5<x‬؟و‪,l<:‬ن‪D-<x‬‬
‫‪Y‬‬
‫א‪39,-‬؟و><‪,‬ند;‪.,‬؟‪S%%jW‬א‪ ،9,-‬و‪H,33‬؟ و ?‪ -%,.‬‬
‫د;‪.,‬א‪39,-‬؟‪ K‬‬
‫ אد‬ ‫אא א א وذج א‬ ‫‪٣٠٢‬‬
‫‪\,l -٤‬א‪D> o-‬א‪Jq-‬وא‪YJ*3-‬א‪،-<*-‬و‪, <:‬ز‪8l4-‬‬

‫وא‪-.l-‬؟ و نא&‪,‬ج‪%#*W> 0<*-‬אً؟و‪,<:‬ن‪*8‬ق‪Y،.%#‬‬
‫א‪0<-‬א‪ l-‬وא‪*<،*b4-‬و‪38‬؟ و‪=<,‬و=؟و‪,<:‬ن‪.,q-‬‬
‫א‪*-‬א‪ 'Bb3-‬وא‪%-‬א;؟‪ K‬‬
‫‪ -٥‬د;א‪*,-‬א;‪،‬و‪*?u‬א‪0<*-‬وذא(‪،.,‬و >א‪ K*-‬‬
‫‪? -٦‬אعא‪Dl0<*-‬א‪،0<-‬و‪2:‬א‪ ¥‬ن‪-b‬و< ?אع‬
‫א‪0<*-‬א‪z>،.UT‬ن‪/,‬א<‪%9,‬אمא‪3,-‬ن‪A4-‬א‪0<*-‬א‪;%-‬א‪ ،‬‬
‫‪%9,l‬مא‪A4-Bb-‬א‪0<*-‬א‪، ,-‬و‪2:‬א‪ KK‬‬
‫‪ %‬ن‪/,‬و‪2:Ks‬אא&‪a=9‬א‪T‬ص‪'(، 0<*-‬א&‪wl‬ول(א! ن‬
‫‪.,?3*3‬و‪،:23‬و‪ H(،:‬ن‪'(D‬א‪<x‬א‪ W-,-‬‬
‫أ( <‪#‬م‪%(m‬אدא‪0<*-‬و>‪.,,‬و‪2:|I‬אא&‪}.‬؟و<‪#‬م&‪,‬‬
‫وא‪23,-|l,-‬א&*אد؟و‪%'3,<:‬وא‪ ،%‬م‪,‬ج(‪%S%‬و>‪),‬؟‪ K‬‬
‫؟وא‪ ،->-‬وא‪61>-‬א&<‪2:Y4‬א‬
‫ب( <‪#‬م‪,?m‬ج‪2:‬א‪ 0<*-‬‬
‫א&‪; R‬؟و&ذא؟وא<‪%,‬אدא‪2:6‬א‪61>-‬א‪-‬אא‪*4-‬وא‪3-‬؟‪ K‬‬
‫‪ E‬א‪6.n‬وא&‪6l<w‬א!‪،‬وא‪، UT‬א‪Y :l&D*N-‬‬
‫א! ؟و>א‪Q#*8Y.|l,-‬א‪0<*-‬و‪.%#‬؟‪ K‬‬
‫د‪ E‬א!‪/L‬א‪T‬ص‪,?m‬جא&אدא‪P(7‬؟‪ K‬‬
‫ﻫـ( א‪%n‬و‪-‬א‪2-‬אא‪,?7‬ج؟‪ K‬‬
‫ﻛﻴﻔﻴﺔ إﺟﺮاءات اﺧﺘﺒﺎرات اﻟﺮﺳﺎﺋﻞ ؟‬
‫‪,?%‬جא‪* !/0#-%10<*-‬א‪Q‬א‪;4,1‬א‪6‬א‪P-‬ز(‪،.‬‬
‫‪;. L-.,PU%>z,-‬א&‪s4KH-.‬عא‪.n‬دوא‪x‬אل(‪ ،ًW4‬و‬
‫א‪*T‬وج‪,?&،l(}0,‬א! ‪>،E-2-K‬ن‪-‬אً('א‪ !/0#-‬‬
‫‪٣٠٣‬‬ ‫אא א א א א‬
‫א<‪S;,‬א‪~T‬א‪Q‬א‪53-‬وא‪>x‬د‪0<;Y5‬א! ‪Dl.%/,-،‬‬
‫‪%K/.P‬ذ‪('(.s*(%1،E-‬א‪;. n‬א&‪ 4،+%.,l‬ن‬
‫?‪#‬م‪/ b,‬א<‪S; ,‬א‪<x‬א&‪2:.‬א‪ (-‬ن?‪zl‬ل ?‪2:l3‬‬
‫א‪<x‬א&‪ W .‬‬
‫‪ -١‬ﻣﻦ ﺳﺘﻮﻛﻞ إﻟﻴﻪ ﻣﻬﻤﺔ اﺧﺘﻴﺎر اﻟﻌﻴﻨﺔ وﻃﺮح اﻷﺳﺌﻠﺔ؟‬
‫‪%1‬א‪Y?z,-‬א‪#<;,‬م‪;,‬א‪-‬و‪]*8‬א‪،.(<x‬و?‪H‬‬
‫‪H4;%%1‬ل>‪*3‬א‪Q‬א‪;4,1‬א‪ ًR lB,lK6‬نن‪Q1w:5‬‬
‫א‪*Ix‬אد‪-‬א‪ (/.->,<2-‬א‪6b9j-<x‬א‪K ,‬א&‪+%.,l‬‬
‫?‪،Hl3‬وذ‪*I /.I'(/.;%#-E-‬אد ‪%b&/.,XIs7،/. ,‬א‪ K‬‬
‫‪ -٢‬أﻳﻦ وﻣﺘﻰ ﺳﻴﺘﻢ اﺧﺘﻴﺎر أﻓﺮاد اﻟﻌﻴﻨﺔ ؟‬
‫‪%1:‬א‪*I ;,‬אدא‪-‬א‪Hl3?; . n‬א&*אدא‪U-‬ل‪|*8(H-‬‬
‫א! ‪،‬و‪I*%1‬א‪ ،.n‬وא‪6.n‬א‪.2z<N-‬א‪I*K،-‬א‪u-‬‬
‫א‪2:HI/,<J2-‬אא‪ DًR ،;,1‬ن?‪ >H? ¦P‬زאد(‪%‬د ‪*I‬אدא‪-‬‬
‫א&‪Y#y*W> B4U S;,9‬א‪L,-‬א‪ K.(bB<N-‬‬
‫‪ -٣‬ﻣﺎ اﻷﺳﺌﻠﺔ اﻟﺘﻲ ﺳﻮف ﻳﺘﻢ ﻃﺮﺣﻬﺎ؟‪ ،‬وأﻳﻦ ﺳﻴﺘﻢ ﻃﺮﺣﻬﺎ ؟‬
‫?‪&H‬א‪*R-‬و;‪J‬ن*‪(?I‬א‪<x‬א‪*I H+<N-‬אدא‪-‬‬
‫لא‪0<*-‬א&*אدא‪I*D >،:;4,‬א&ن‪ ،‬وא‪x‬א‪.I/,+<N-‬‬
‫*א‪Q‬א‪6‬א‪;4,1‬א‪ K6‬‬
‫اﻟﺨﻄﻮة اﻟﺜﺎﻣﻨﺔ‪ :‬ﺗﺤﺪﻳﺪ اﻟﻤﻴﺰاﻧﻴﺔ وﻛﻴﻔﻴﺔ اﻟﺤﺼﻮل ﻋﻠﻴﻬﺎ‬

‫أوﻻً‪ :‬ﺗﺤﺪﻳﺪ اﻟﻤﻴﺰاﻧﻴﺔ‬
‫ن>‪%%M3‬א&א?‪6PªY‬א‪(,-‬א‪VW>,pP(7‬אً(>‪3‬‬
‫‪Y:%%M‬א! ‪6P‬א‪ ?P(7‬؛وذ‪، .>6(s+P,1L,?E-‬‬
‫ אد‬ ‫אא א א وذج א‬ ‫‪٣٠٤‬‬
‫و>‪E-2‬א‪+P,‬א‪-‬אא&‪2:YS*yw‬אא‪%%B,-‬و‪X‬א‪*=-‬قא‪N-‬א<=‪%%M/,.,‬‬
‫א&א?‪%%M/,K‬א&א?‪Y‬א! ‪6P‬א‪*=?P(7‬قא‪b,‬دودא;(‪.S%%‬‬
‫א‪*=-‬قא‪4*L,-‬وא‪،*-‬و‪*8‬قא‪#-‬א(‪%‬وא‪;j7‬א‪F6‬א‪-‬د ‪،١٤١٤،‬ص‪،E٢٨٥‬‬
‫ *א! ‪6P‬א‪%%MYP(7‬א?‪'(ً4-.,‬א‪*=-‬قא‪7‬دא;‪A،‬‬
‫‪KR‬א‪-، :،%%B,-‬א‪|*8(.ً R%%M‬א‪<x‬‬
‫وא‪;l3,<1‬א‪6‬א‪ W-,-‬‬
‫‪s48 -١‬عא! ؟ود;‪6‬א‪%: |#MYb-‬א‪+‬א! ‬
‫‪;. L-‬؟‪ K‬‬
‫‪ -٢‬א‪;. n‬א&‪+%.,l‬؟وא&‪|8‬א‪*qn‬א‪I‬א‪%*?N-‬א‪U-‬ل‪.-‬؟‪ K‬‬
‫‪48 -٣‬א‪0<*-‬א&‪%9,l‬؟و><‪.,?/,‬؟و <‪/,‬ذ‪E-‬؟‪ K‬‬
‫‪ -٤‬א‪0<-‬א&‪%9,l‬؟وא‪0<-‬א‪#,<N-‬م‪4#‬ل?*;<‪ B-0‬‬
‫دون‪#‬؟‪ K‬‬
‫‪ -٥‬א‪*%#,-‬א‪6‬א&‪-‬א‪x‬و‪-‬א‪,?3,UT‬جא‪0<*-‬و‪.W‬؟‪ K‬‬
‫‬
‫‪%j*?,<P-E-:: -٦‬و ‪#-50b‬م‪bm‬لא‪ 0<*-‬‬
‫‪;. L-‬א&‪+%.,l‬؟و>‪</‬ن(‪%‬د‪/:‬؟‪%j*E-::‬ون‪(=,‬ن؟‬
‫א‪3,-‬א&‪-‬א‪Q1w.,?N-‬א‪*Ix‬אد؟‪ K‬‬
‫‪? -٧‬אعא‪ZB4-‬א‪4.,N-‬א‪#-‬م! ‪،‬و ‪:Qy‬و‪:%‬؟و‬
‫א‪*%#,-‬א‪6‬א‪.,3,UT‬؟‪ K‬‬
‫‪Y:23¹.6PªE-:: -٨‬א&=‪#‬؟‪7:‬ن*‪I‬‬
‫א?‪.‬و‪.3-‬؟‪ K‬‬
‫‪ D‬ن?‪ -:-¦P‬ن‪%%M‬א&א?و‪-‬א! ‪*%#1¬-‬א‪ 6‬و‪-‬‬
‫‪#-KRp1‬א(‪%%‬د‪،S‬ذ‪ E-‬ن‪6Pª‬א‪(,-‬א‪%(l&'MP(7‬א‪6‬‬
‫‪٣٠٥‬‬ ‫אא א א א א‬
‫وא‪<،S%%(6.64‬א‪ ،u?> Q‬م ‪،:‬و<א‪u?> Q‬‬

‫‪ ،(6l<w‬م‪*I‬د‪2-K‬א‪ D‬ن‪'#4‬א?א! ‪6P‬א‪?*P(7‬و‬
‫‪-‬د‪S‬وא‪Dl{#-‬א‪*-‬و‪+‬وא&‪%L,l‬א‪ K6‬‬
‫ﺛﺎﻧﻴﺎً‪ :‬ﻛﻴﻔﻴﺔ اﻟﺤﺼﻮل ﻋﻠﻴﻬﺎ‬
‫‪%%M%‬א&א?‪ -q4،J*%#‬ن?*‪+‬א&‪b‬د;‪ ،‬وא‪*=-‬قא‪N-‬‬
‫א<=‪2:'(b+<.,‬א‪%#< IK-,-‬مא‪<x‬א‪N-‬‬
‫‪b%%MY?%(l‬د;א&א?‪ WًR 0%4‬‬
‫‪ -١‬א‪6.n‬א!ذא‪6‬א‪P-‬؟وذא ن‪%#‬م‪ -‬م‬
‫א! ؟‪%(l::‬א‪%#?6‬؟ م*؟ م‪#‬؟ م‪#,<:‬م‪,‬و‪S%?%‬‬
‫?אعא&‪%(l‬א‪6‬؟‪ K‬‬
‫‪ -٢‬א&‪%(l‬א‪6‬א‪.%#+<N-‬א&‪6l<w‬א‪ P(7‬؟ذא<‪%#‬م‬
‫א‪3,-‬ن؟وא&‪%(l‬א‪6‬א‪.%#+<N-‬א‪7‬ذא(‪،‬وא‪،IBb-‬وא‪6P‬؟‪ K‬‬
‫‪ -٣‬א&‪%(l‬א‪6‬א‪.%#,<N-‬א‪6.n‬אא&‪3,9‬؟و?(א‪-‬نא‪J2-‬‬
‫<‪*I H%#‬אدא&=‪#‬و ‪.:‬؟‪ K‬‬
‫‪ > -٤‬ن*('و‪X‬لא&‪6l<w‬وא‪6>*-‬א‪:x‬وא!;<‪0‬‬
‫א! ‪،‬وא&‪#‬א&=)‪E-2-‬؟‪ K‬‬
‫ ‬
‫اﻟﺨﻄﻮة اﻟﺘﺎﺳﻌﺔ‪ :‬رﺳﻢ اﻟﺠﺪوﻟﺔ وﺗﻌﻴﻴﻦ اﻹدارة ووﺿﻊ ﺧﻄﻮات اﻟﺘﻨﻔﻴﺬ‬
‫أوﻻً‪ :‬اﻟﺠﺪوﻟﺔ‬
‫‪ª% ,‬א‪(,-‬א‪VW>Y،P(7‬א‪x‬ن‪'(،‬א‪*-‬א?א‪~,J2-‬ع‬
‫‪H‬و<‪0‬א‪P(7‬مא&‪~, >،3,9‬ع‪H‬א‪*Ix‬אدא‪(=,2-‬ن‪Y -‬‬
‫א! ‪،‬و‪.0<;U‬א&=א‪V: n‬א&‪b#‬د‪2.IK4=-،S‬אא‪~,-‬عوא‪=,-‬ع‬
‫ אد‬ ‫אא א א وذج א‬ ‫‪٣٠٦‬‬
‫‪A (Y‬א‪0<*-‬و‪.U‬א&‪VW>%M#,‬אً( ;<‪%/‬ول‪J23‬‬

‫‪4-‬ن و‪A6‬א‪PI>% 0<*-‬لא‪So3-‬א‪-‬א&‪' l I B-S;*#‬‬
‫‪%n‬و‪F-‬א‪-‬د ‪KE١٩٩٣،‬و‪2:-‬א‪%/<;K1‬ول‪2º*#‬א&א(‪،%‬‬
‫و?(א‪0<-‬א&‪،%9,l‬و;‪،ًR ،‬א‪-,-‬א&‪2:A4-bb9‬א‪0<*-‬א‪N-‬‬
‫‪*=R‬א‪'(/0#-‬א! ('‪*j‬א‪Q‬و‪6?P(7' l IU،.Wu‬‬
‫א‪j;7‬دوא‪#l,-‬א‪( ,1‬א‪VW>YH? 'l?¶1 D >،SVb#-‬دول‬
‫א‪¸-‬א‪E,X-‬א‪%-‬و‪-‬و<‪0‬א‪P(7‬م‪U،‬א‪7‬ذא(وא‪3,-‬ن‪ >،‬ن‬
‫<=وא‪'(Bs‬א‪D-YIBb-‬א‪x‬אل‪2-K‬א‪7H?mI،‬نא‪2:K|l,-‬‬
‫א‪;,1S.x‬א&א(‪%‬א&<‪6P B-U*-4‬א‪P(7‬א‪pN-‬‬
‫א‪6.n‬א!‪W،‬وزא;א‪6‬א‪،Bb-‬وא‪;-‬א(‪،‬وא‪،/,-‬وא‪،o-‬و‪Hj‬‬
‫ذ‪ KE-‬‬
‫‪%-4l-‬و;א‪%n‬و‪]^ (Y-‬א! א‪2.I،H%((,-‬אوא‪`s‬‬
‫‪P‬ل‪%L-‬و‪x/H (-‬و‪6‬א‪-A4-‬و<‪P‬لא<‪* ,‬א;‬
‫א! ‪P،‬ل‪2:‬אא‪K=,l?/,-‬א‪AY/B,-‬א‪Y0<*-‬א‪x‬و‪6‬א‪,N-‬א‪%‬‬
‫‪.I‬א‪Dl{;. n‬א<‪%9,‬א‪0<-H‬א‪PK=,l?? >،P(7‬لא‪%n‬و‪-‬‬
‫‪%%%M‬لא‪U-‬ل‪،‬وא‪*,-‬א;‪،‬وא‪* ,<1‬א;‪،‬א‪|#B,.#*8(N-‬א‪VW-‬‬
‫(אא‪،]L-‬ن‪o<7‬א‪6L‬א‪%n‬و‪-‬א‪'(S;%#-‬א‪6 (Y/B,-‬א‪,-‬ز‪5K‬‬
‫א‪،0<-‬و( ‪6‬א‪,-‬ز‪K‬א‪Is،¥-‬ز‪K‬א‪IW-‬א‪ K?P(7‬‬
‫ﻣﺼﺎدر اﻟﺠﺪوﻟﺔ‬
‫‪ (4‬א‪%n‬و‪-%1-‬א!‪b‬ل('>‪VW‬א&‪6‬א‪|,N-‬‬
‫‪%:z‬א‪+‬א! ?‪.l3‬و<‪o‬א‪.L‬وא&‪V‬א‪،. MN-‬و‪2:ًR I‬‬
‫א&‪ WV‬‬
‫‪٣٠٧‬‬ ‫אא א א א א‬
‫‪ -١‬اﻟﻤﻌــﺎﻳﻴﺮ اﻟﺨﺎﺻــﺔ ﺑﺎﻟﻮﺻــﻮل واﻟﺘﻜــﺮار واﻻﺳــﺘﻤﺮار‪2:I*W‬א&‪(/,V‬‬

‫‪|*8‬א‪'(7‬א‪<x‬א‪%: :UT‬א‪+‬א! ؟و‪%*?:‬א‪U-‬ل‬
‫‪qSV4>V:‬א‪(*-‬א‪*,-‬א;؟ م‪*%*?:‬א;א‪VqU;.0<*-‬؟‬
‫و‪2:/L‬אא‪*,-‬א;؟وא&‪S%‬א‪-‬א&‪ B-S;*#‬؟‪ K‬‬
‫‪ -٢‬اﻟﻤﻌﺎﻳﻴﺮ اﻟﺨﺎﺻﺔ ﺑﺎﻟﺘﻐﻄﻴﺔ اﻟﺠﻐﺮاﻓﻴﺔ‪W‬و‪I*|,‬א‪6.n‬א‪%*N-‬א! ‬
‫א‪U-‬ل‪،.-‬و >‪2:*W‬א‪ K : 6.n‬‬
‫‪ -٣‬اﻟﻤﻌــﺎﻳﻴﺮ اﻟﻤﺘﻌﻠﻘــﺔ ﺑﺎﻟﻮﺳــﺎﺋﻞ اﻻﺗﺼ ــﺎﻟﻴﺔ‪W‬و‪p‬א‪0<-‬א‪-b1‬א& ‬
‫א<‪%9,‬א‪،.‬و ‪> :‬و<‪2:‬א‪،0<-‬و>‪3‬א<‪%9,‬א‪|#B,-.‬‬
‫*אضא! ‪ K‬‬
‫ﻧﻤﺎذج ﻟﻸﺳﺌﻠﺔ اﻟﺘﻲ ﻳﻨﺒﻐﻲ ﻃﺮﺣﻬﺎ ﻗﺒﻞ رﺳﻢ اﻟﺠﺪوﻟﺔ‬
‫‪o<7‬א‪ ،L‬وא‪o<7‬א‪6L‬א‪q4N-‬א<‪%9,‬א‪%(.‬ز‪K‬‬
‫‪ -١‬א ‬
‫א‪0<-‬؟‪% *?:‬א<‪%9,‬אم<‪o‬א‪L‬א‪ ;4,(،(١),-‬نو<‪0‬א‪b1‬ل‬
‫‪(٢)D‬؟ و نא‪RIx‬א<‪%9,‬אم‬
‫ ‪.R‬؟ و‪%*?:‬א<‪%9,‬אم<‪o‬א‪L‬א‪ ,-‬‬
‫א‪o<7‬א‪oIDl5,L‬א‪6‬א! ‪ J ،‬ن‪SoI-‬ز‪%‬د‪o<S‬א‪L‬؟‪ K‬‬
‫‪ -٢‬א‪*=-‬قوא‪D-<x‬א‪q4N-‬א<‪%9,‬א ‪o<%%M%(.‬א‪L‬א‪u,-‬‬
‫א‪ B-¥-‬؟‪،%*?:‬و‪Y‬א‪ ،K=,l?Hl3?u-‬ن?‪A4‬א‪0<*-‬‬
‫א א‪7 W‬ن ‪34 5‬م و‪ )+‬א & ‪ ,- ./ 0 1‬א ‪$ %&'( )'* )+‬‬ ‫‪ E١ F‬‬
‫‪ GHI‬وא‪FB ،G3C‬ن ('ن א ‪ $ DE- )+‬م وא‪ ?@A )B $ 3C‬א‪ < ً/7 ،)+‬א ;‪ :‬א‪34 9+‬א‪.‬‬
‫‪ $‬א‪ ?@A ،.U5 GHU‬א ‪ $ 53( T‬א‪S‬ل ‪ GO-B ; PQ‬א‪ M.N‬א‪KK3. L‬‬
‫‪ E٢F‬א א‪7 W‬ن ‪34 95‬م و‪ )99+‬א &‪ 0 99 )'99* 99‬و ;‪ ،X99‬و‪.99/ 099 W99‬‬
‫‪FB ، 1‬ن ‪34 5‬م אم ;‪ 5[U&( GY‬و‪ Y UZS‬و‪ $‬א‪9‬م א ‪34 95 %9‬م ‪Q )9+M‬ذא‪ ،9‬وא‪9‬م‬
‫א@] &\ ‪34 5‬م ‪ 1‬و‪@'A‬א‪ًOEB K‬א ‪34 5‬م ‪ ?@A‬א ‪ :/ T‬א‪[L‬א‪K5‬‬
‫ אد‬ ‫אא א א وذج א‬ ‫‪٣٠٨‬‬
‫‪,‬א‪U‬و‪8* ,l‬אل مא! ؟ و‪'(*b,#<:‬א‪,-‬ز‪K‬א&‪A'،K=#,‬‬

‫;<‪0‬א! ‪oIY‬א‪،6‬وא‪oIY,-‬א‪\* 6‬؟ و‪sD=,:‬ع‬
‫א! א‪2:AY>o-‬א‪P-(IW0<*-‬ل‪ W،a#ISoI‬ن‬
‫نא&‪s‬ع*‪zً=4‬و‪6‬א‪7‬ز‪S‬وא‪*3l-‬؟‪ K‬‬
‫‪ -٣‬א‪o<7‬א‪ ،L‬وא‪o<7‬א‪6L‬א‪q4N-‬א<‪%9,‬א‪\%%%M%(.‬‬
‫א‪*?YIW-‬א‪0<*-‬؟‪:‬א&=) ننא! ذא‪%6‬و‪l,-‬و‪A‬‬
‫א‪%IW-‬אא! ‪.,.?',‬؟>‪z‬ن?‪4< >0<;ZPyA4‬ع؟ م‪:‬‬
‫א‪ RIx‬ن?‪%9,l‬مא‪%n‬و‪-‬א&‪AYS%%jIW %4?AjP,‬א‪/y،0<*-‬‬
‫?‪#‬م‪2:39,‬א‪/,',IW-‬א‪jP,-‬؟ م‪A4 %4?:‬א‪0<*-‬‬
‫‪A`4b',,- %4?/y،39‬א‪.?Y0<*-‬א! >‪%W‬אً؟ م‬
‫‪:‬א‪%n‬ولא&‪:22,‬א‪%ARIx‬و‪#‬א‪0<*-‬א&‪yW4‬دونא?‪,‬م؟‪ K‬‬
‫(‪%‬א‪o<J ;,‬א‪ DL‬ن?‪zl‬ل ?‪(l3‬א‪YD4l-‬א‪H?x:،;,1‬‬
‫‪,‬א‪%: K|I‬א‪+‬א! و‪.(s‬وא‪;. n‬א‪T‬ص‪.‬وא‪0<-‬א&‪.I%9,l‬؟‬
‫\؟‬
‫م‪,?::‬ج&‪ ،-6P‬و‪#l‬و(‪%‬مونא‪6.n‬א‪ *x‬‬
‫و‪2::‬א‪o<7‬א‪:L‬א‪, !RIx‬؟ م ن‪o<E-:‬א‪RI L‬؟>‬
‫‪-'l,‬א<‪%9,‬א‪.‬؟وא‪*-‬و‪+‬א‪MN-‬لدو?‪.‬؟و>‪.-2-‬؟‪ K‬‬
‫ﺛﺎﻧﻴﺎً‪ :‬اﻹدارة واﻟﺘﻨﻔﻴﺬ‬
‫‪ Ej1‬نא‪a=9,-‬א‪ !%n‬א‪(,-‬א‪.L-31P(7‬و‪|#M‬‬
‫‪%:‬א‪VWI،.I‬אً?*\<‪#‬ط‪S %ª‬؛‪Q<D4l‬א‪7‬دא;‪S‬وא‪ >،23,-‬ن‬
‫א‪،`BU¬-‬ذ;‪;ª`L‬دو‪|#M‬א‪%:x‬א‪+‬א&‪L,?(s‬‬
‫‪7‬دא;‪-I#*=.‬ود‪F#‬א‪-‬د‪،١٩٩٠،‬ص‪KE٣٢٧‬وא‪7‬دא;‪ .S‬؛‪x‬نא! ‬
‫‪,M‬ج‪23‬א‪VW-‬א‪=?x‬وא‪6 -‬א‪WB4-‬א&‪ Y3,9‬و‪%6‬د‪،S‬وذ‪E-‬‬
‫‪٣٠٩‬‬ ‫אא א א א א‬
‫‪o<7‬א‪6L‬א‪ B--‬و‪،:23u‬و?‪,‬ج‬
‫ ‪%%M‬א‪%:x‬א‪+‬وא ‬
‫א‪0<*-‬وز‪'(.‬א‪0<-‬א‪،-b1‬و>‪E-2‬א‪K|l,-‬א‪6.n‬א&‪،3,9‬و‬
‫‪Hj‬ذ‪K:*bDb=? E-‬دون‪2:23‬א‪ (x‬ل‪ Y‬و‪.‬א‪%‬د‪|3pS‬‬
‫‪E‬‬
‫א! ‪zY‬د ‪%:‬א‪ ،.I‬و('א‪=,<x‬لא&‪S%‬א‪-‬א‪P-‬ز‪،:23,-‬و‪ -2‬‬
‫‪w‬د‪J‬زد‪S‬א&א?‪Is،‬א‪*=s1‬א;‪ :Y‬ل‪23‬א‪=? VW-‬א! ‬
‫א&‪%,‬د‪ KS‬‬
‫وא!‪ ##‬ن‪*8E-:‬ق‪',j‬و <‪*D-‬א ‪-(,‬א‪.?,<1‬‬
‫‪23 (.l‬א! و ?=‪،.,‬و ‪%%M‬א&‪wl‬و‪،6-‬و‪/‬‬
‫و‪ (|l‬א‪F23,-‬א‪-‬د ‪،١٩٩٣،‬ص‪KE١٩٨‬و‪2:‬א‪*=-‬قوא‪,pD-<x‬‬
‫‪+P,‬א! و‪،:%#\%‬و‪mI،K4=-‬ن‪#*8-‬א‪:‬א‪.UT‬‬
‫وא‪)-‬א‪*ًPWE-.I،.|b,N-‬א‪a0‬א‪،Eu?F -‬و‪%:‬אول<‪.‬‬
‫*‪ yPy5a‬د <<‪ (Y‬א‪،a=9,-‬و‪ W:‬‬
‫‪-‬א‪-‬طא&=)‪ K23‬‬
‫‪-‬א‪*Ix‬אدא‪ 0#-‬ن‪ K23,‬‬
‫‪-‬ز‪Q%‬א‪ -‬وא?‪FH0.,‬א&=‪،١٩٩٠،JV‬ص‪ KE٩٨‬‬
‫و‪EPertF 6V4jE-:‬א‪(Y6;8N-‬م‪١٩٥٨‬م‪،‬و> ‪*>2‬א&=‪JV‬‬
‫‪*..?mI‬א‪56P-‬א‪*W> =?x‬و‪*ًs‬א‪2:|#MKKK?Wu?a0‬‬
‫א‪S%(4-‬א ‪S%(l. :‬א&‪%%MYa=9‬א‪=?x‬و‪.,‬و ز‪،.,‬و‪%%M‬‬
‫‪ N‬‬
‫א‪-‬ط‪،‬و‪H,‬و‪%%M‬א‪=?x‬א‪،ً**W>x‬א‪ -‬‬
‫‪wl‬و‪*I>-‬د‪ *-‬‬
‫‪ D1‬ن‪F?.IVzZ%‬א&=‪،١٩٩٠، JV‬ص‪KE٩٨‬وא‪W ,-‬א‪2?4-‬‬
‫א‪%(l4-‬א‪'(5 0#-‬א‪ ،}?~-‬وא! ‪%(U-‬نא! ‪8‬‬
‫ אد‬ ‫אא א א وذج א‬ ‫‪٣١٠‬‬
‫א‪'(-%x‬א‪p‬ذא‪*#-‬א;א‪6‬و‪23‬א‪68-‬א‪ Y:23q4N-‬و‪.‬و('‬
‫‪Dl‬א‪ll,-‬א‪،١٩٩٣، %<F¥-‬ص‪ >KE١٩٧K‬ن‪E-:‬א‪%%-‬‬
‫א‪D-<x‬א‪N-‬א<‪%9,‬א‪ 0W،.‬א&‪.‬موא‪KsPN-‬א‪S%x‬‬
‫א‪ -‬وא‪ ،(4<x‬وא‪*.-‬א‪23:~(/,N-‬א‪., : Dl'(68-‬‬
‫و*‪ KE∗F.4‬‬
‫ﻧﻤﺎذج ﻷﻫﻢ اﻷﺳﺌﻠﺔ اﻟﺘﻲ ﻳﻤﻜﻦ ﻃﺮﺣﻬﺎ‬
‫‪ -١‬א‪=?x‬وא‪%x‬א‪Z‬א‪:23DN-‬؟وא&א;دא‪*4-‬وא&دא‪N-‬‬
‫‪%(A.,‬دא‪9jx‬صא&‪wl‬و‪5-‬و‪%#‬א;א‪3,-‬وא&‪S%‬א‪-‬א‪P-‬ز‬
‫‪23,-‬؟‪ K‬‬
‫‪ -٢‬א‪x‬و‪2:Y6-‬א‪=?x‬؟و>*‪.4‬؟‪ K‬‬
‫‪ -٣‬א‪L-‬نא‪23 ..->+<N-‬א‪=?x‬؟‪ K‬‬
‫‪ -٤‬א&‪S%‬א‪-‬א‪P-‬ز‪?-‬ط؟‪7F‬نא<‪%9,‬אمא&د‪-‬א!‪l‬‬
‫‪*%#,-،6V4-‬א‪u-‬א‪P-‬زم‪P،‬لא<‪%9,‬אم و‪YyPy6‬א&د‪،-‬‬
‫و‪:‬א‪u-‬א&‪،03,‬وא‪u-‬א&‪،/0,‬وא‪u-‬א‪*W>x‬א‪ً1 ,‬א‪Y(RJ2-‬‬
‫א&د‪*K; -‬א‪F6‬א‪-‬د‪،١٩٩٣،‬صص‪ KE٢٠٦-٢٠٥K‬‬
‫‪l,->-٥‬א‪23,-‬؟و>?*א‪6 (D‬א! ؟وذא‬
‫א‪#<J2-‬م ‪6‬א&‪,‬وא&*א‪4‬؟‪ K‬‬
‫‪ ?@99A )99SU( 99I L E∗F‬א ‪ 9‬ق אدא‪ 99M‬א‪99'-I ،34 9 L‬ن א ‪99‬ع ‪ PQ‬א' ‪ X99‬א‪99 ^99; ( _99‬‬
‫‪ d& ،e.+f‬א‪ )-‬א‪EL‬ل ‪ c‬א ‪W b‬‬
‫&‪ %‬א&‪ ،%‬אوא ‪F‬א‪ E١٩٧٨،X9 g X9 ' WG A9T‬ص‪K‬ص ‪٢٧٢ J٢٦٩‬؛ ‪39-‬א ‪n‬‬
‫א‪Y‬د‪" ،‬و دא אאא ‪F‬א ض‪ 0 W‬א ‪ E١٣٩٣ 9YT‬ص‪K‬ص ‪٢٢٦ J٢٠١‬؛ ‪39s‬‬
‫‪ ) ،3+‬א(א'&‪%‬א‪F #$‬א ض‪ 0 W‬א‪ U‬زدق‪ E١٩٩٣،‬ص‪K‬ص ‪١٩٩ J١٧٣‬‬
‫‪٣١١‬‬ ‫אא א א א א‬
‫‪,<',-٦‬نא‪%4-‬א؟و&ذא؟و‪,<',‬ن?‪.‬א! ؟و&ذא؟‪ K‬‬

‫‪*8Dl? -٧‬قو <‪D-‬א‪ ~-‬א& א<‪%9,‬א‪.‬؟‪ K‬‬
‫ ‬
‫اﻟﺨﻄﻮة اﻟﻌﺎﺷﺮة‪ :‬اﻟﺘﻘﻴﻴﻢ‬
‫‪Yy%M‬א‪b3-‬א‪T‬ص‪ZB4‬א‪? (/#,-‬אعא‪/#,-‬وא‪ZB4-‬א&‪%9,l‬‬
‫‪' lZ{(y%B,IKHI‬ﺑﺎﻟﺘﻐﺬﻳـﺔ اﻟﻤﺘﻘﺪﻣـﺔ‪،‬و‪:‬א‪B,/,.N-‬א&‬
‫א‪T‬ص‪s‬عא! و‪،:V:‬و‪2:6I‬א‪V: n‬و(دא‪.‬و ©طא‪l-‬‬
‫א‪2: >K.%--b1‬אא‪-‬عא‪W/#,-‬اﻟﺘﻐﺬﻳـﺔ اﻟﻤﻌﺎﻟﺠـﺔ‪،‬و‪ :‬‬
‫א‪ZB4-‬א‪;4,UT‬א‪0<*-‬وא‪,?7‬ج(م‪2: >،‬א&‪n‬‬
‫א‪ZB4-‬א&‪ B-S* ,l‬و*א ‪.‬א‪(N-‬د‪.+%.S‬א‪V<l%>z,-‬‬
‫א! ‪،‬و*‪I‬א&‪6P‬א‪.soN-‬و>‪ ،.3‬א‪-‬عא‪2:A-W-‬א‬
‫א‪' l:،/#,-‬ﺑﺒﺤﻮث اﻟﺘﻐﺬﻳﺔ اﻟﺮاﺟﻌـﺔ‪،‬א‪.?%/,N-‬א! ‪%#I*&،‬א;‬
‫א‪]L-‬א‪Qs'(H,##J2-‬א‪%:x‬א‪+‬א‪N-‬و‪%Yus‬אא‪ K}?~-‬‬
‫و> <‪ |4‬ن‪%H?mIy%M‬ون‪2:‬א‪ 1،ZB4-‬ن?‪, !K,‬א‪]L-‬‬
‫و‪|#M‬א‪%:x‬א‪+‬א‪Z%;،:*?N-‬א‪¬-‬و‪l(}0,?'(b‬‬
‫<‪ K:,??¸4-‬‬
‫اﻟﻤﺼﺎدر اﻟﺒﺤﺜﻴﺔ‬
‫(‪(W%%‬א&‪b‬د;א‪WB4-‬ذ>*??א<‪%9,‬אمא‪ZB4-‬א‪ -‬وא‪ZB4-‬‬
‫א‪bB-،(-‬ل('א&‪6‬א‪<،%*?N-‬א‪> Q‬نذ‪|*8(E-‬א&‪ ،#‬م‬
‫א&‪ ،P‬مא‪ K?4,<1‬‬
‫ אد‬ ‫אא א א وذج א‬ ‫‪٣١٢‬‬
‫‪©(y%M?x‬ذجא‪<x‬א‪Y.*8q4N-‬א‪5(-‬א‪x‬و‪? 5-‬אع‬
‫א‪/#,-‬و‪W :‬اﻟﺘﻐﺬﻳــﺔ اﻟﻤﺘﻘﺪﻣــﺔ‪ ،‬واﻟﺘﻐﺬﻳــﺔ اﻟﻤﻌﺎﻟﺠــﺔ‪'(a#I-:->*lIK‬א‪-‬ع‬
‫א‪A-W-‬א&‪' l‬ﺑﺎﻟﺘﻐﺬﻳﺔ اﻟﺮاﺟﻌﺔ‪ K‬‬
‫ﻧﻤﺎذج ﻷﻫﻢ اﻷﺳﺌﻠﺔ اﻟﺘﻲ ﻳﻨﺒﻐﻲ ﻃﺮﺣﻬﺎ ﻓﻲ ﻣﺮﺣﻠﺔ اﻟﺘﻐﺬﻳﺔ اﻟﺮاﺟﻌﺔ‬
‫‪/#/,<> -١‬א! ‪.,.?%‬؟و‪%%*?:‬و‪Z‬א‪%/#,-‬א‪.-‬‬
‫‪S*j4‬؟ م ??*‪%‬א‪.?'(8SoIR%/#,-‬א! ‪ ،*.j ٦#-،‬و‬
‫>‪'(:;y+*-*W‬א&‪\%‬א‪%4-‬؟ م‪%*?:‬א<‪%9,‬אم>‪P‬א‪R3 >،5(-‬‬
‫ذ‪Q (E-‬א‪b1‬ل؟‪ K‬‬
‫‪(? -٢‬א‪ZB4-‬وא&‪}:‬א‪R3N-‬א‪.?,<1‬و‪|I‬א‪;%#-‬א‪6‬א‪*4-‬‬
‫وא&د‪ B-‬؟‪ K‬‬
‫‪ -٣‬א‪Qjx‬א‪?N-‬د<‪.‬؟ود;‪6‬א‪#-‬س؟‪6: P-::‬؟ م‬
‫?‪\,l -.‬א&*‪Y‬؟ م?*‪%‬سא‪'(»Q}0,-‬א‪l-‬؟>‪?;#-‬‬
‫?‪}0,‬א‪ZB4-‬א‪Q%4u* N-‬א! ‪K،‬א‪}0,-‬א‪¹N-‬א!‪b‬ل(‪% I.‬‬
‫א! ‪<،‬א‪> Q‬ن‪ ،&|, I‬مא‪،R#-‬وא‪V: n‬א&‪I%.,l‬وא‪Vq,-‬א‪6‬‬
‫א‪'(6 *8N-‬א‪(-‬א&*‪ ،Y‬مא‪ ،6: 1‬مא‪ ،6>l-‬م‪.‬؟‪ K‬‬
‫‪*\% -٤‬ض ‪*I‬אدא‪;. n‬א&‪0<*-+%.,l‬א! ؟و‪H .I\%‬‬
‫؟و>‪3‬ذ‪H-.,‬؟و‪H(:Vyz:‬؟‪ K‬‬
‫‪>Vyz -٥‬و<؟و ‪RI‬א‪Vyz0<-‬אً‪*?Y‬א‪;. n‬א&‪+%.,l‬؟‪ K‬‬
‫‪b#V}0,?E-:: -٦‬د‪S‬؟و‪VyzE-::‬א‪4<6‬؟>‪uy%‬؟‬
‫و‪'(:Vyz\%‬א‪;. n‬א&‪+%.,l‬وא‪(K ,‬م؟‪ K‬‬
‫‪ -٧‬ذא¸‪`L‬א! ‪ I،‬א‪)4<x‬و;א‪.8#<Q‬؟و>‪3‬د‪J‬ذ‪E-‬‬
‫‪ًP4#,l‬؟‪ K‬‬
‫‪ -٨‬א‪`0b-‬وא‪o1‬א‪6‬وא‪;%-‬وسא‪N-‬א‪*T‬وج‪.‬א! ؟‪K‬‬
‫ﺍﻟﻔﺼﻞ ﺍﻟﺜﺎﻟﺚ ﻋﺸﺮ‬
‫ אود ‬ ‫ذج ن א‬
‫ﻣﺪﺧﻞ‬
‫א‬ ‫'&‪%‬م‪!"#‬אא ذجאو א א‬
‫‪7%8‬م‪#‬א‪%2K456,‬א‪- .%/ &'،1‬אא א‪W%* +,‬א (‬
‫‪9‬وא ‪@6‬‬
‫وא‪،5+‬وא ?ق&=و< א ‪:;-،‬א * ‬
‫وא & !وא‪LE‬א&=‪JK‬א!‪%& FGA HI‬א&=‪،1‬و‪#‬א‪CDE‬א‪B‬א‪-A‬א ‬
‫‪،‬‬ ‫'&‪S2RT5 CU‬و‪@"R‬א ‪P?Q‬א‪ +‬د‪N#1‬ل א א‬
‫و'&‪52A5WT5 CU‬א א‪ +‬د‪/24,1‬א‪?%*,‬א‪ ،‬و א‪-E‬‬
‫א [&‪Z1?% 5‬‬ ‫אم‪،‬و‪5‬א‪5'VE‬ن‪WX 5‬א‪،J/‬وא\‪56‬א‬
‫وא‪ +‬د]‪ K‬‬
‫א‪!"-_%F‬אא " ‪@1%‬ذج‪ ^T5 _ ،`?5‬א‬
‫א *‪9‬א‪c‬ص\‪# 6‬א‪،456,‬و‪ U‬א ‪@6‬وא & !‪%H@L،‬م‪ً%H‬א‬
‫‪ g‬אً‪f!F‬א‪ c‬אو‪e'e2‬א ق‪!"#Gd‬אא‪%P 4‬א‪ K1‬‬
‫ ‬
‫‪٣١٣‬‬
‫ אد‬ ‫אא א א وذج א‬ ‫‪٣١٤‬‬
‫ﺑﺮاﻣﺞ اﻟﺘﻮﻋﻴﺔ‬
‫ ‪J‬א زא?אوא‪+'i,‬א\‪# 4‬א‪ '، h^1& 456,‬א‪B‬‬
‫‪R/hmHUR‬وو?‪،1‬و' א‪#%klh^mHURB‬א' ‪6‬لא‪,‬א‪e2‬א‪K,‬‬
‫وא‪R،K=4‬م‪،2r&h^mHU‬ودא‪qHً6K‬א‪W/‬وא‪nd2od، p‬‬
‫א ذא وא ‪ 1C 5‬ن‪،‬و"‪%J‬مא‪ 5‬א‪B&LRh^،‬א‪1E‬موא‪s'E‬‬
‫א‪,‬א‪ 'wU&Bkw 5*,‬عא‪]Qv‬و‪ 'R‬عא‪,‬و?‪،‬وא‪ ;t‬ل‬
‫ مא‪ yJ,‬א‪،xE‬وא مא‪/24,J,‬א‪?%*,‬א‪،‬وא مא‪J,‬א‪c‬ص‬
‫ ‪%1‬ز‪،‬و‪Gk‬ذ‪ Kz‬‬
‫‪%‬م"!‪f‬א زא?אوא‪+'i,‬א‪i+,‬وא‪-%1%‬א{אא ذא ‬
‫‪H‬‬ ‫وא ‪،H 1C 5‬و‪6v‬א&‪%‬وא‪،‬وא‪ 2E‬مא‪،]V‬وא‪،t,‬وא‬
‫א ?‪k‬د‪;dnd2od،1‬א ‪ /5h‬א?אא‪f!"6v6U، F‬א{א‬
‫‪AdًS1R‬א‪oy‬א‪،‬و ز‪s1‬א‪، 4‬وو‪so‬א‪#5,‬א‪-UE‬א‪ K‬‬
‫‪RZ(-4‬ن‪R|; H‬ن"!‪f‬א{א‪، d m+‬ذ‪Rz‬ن‬
‫‪VXU‬אً‪h& -‬א\‪-56‬א}‪R#=& &L%‬ولא‪ V~-P 4‬א‪T5 ،=2]2‬‬
‫'א‪X,‬ل‪ 4%A،‬ن"!‪f‬א{א~‪f!"- .%/ 142،ً65 gV‬א‪54v,‬‬
‫‪%1‬د]‪ K‬‬ ‫‪R‬و‪]% -z5‬زوא‪،1‬دون‪R‬ن‪%1‬و?‪9?"1&L#‬א‪ o ,‬ع‪%"w‬א_‬
‫و‪wZHt-&"--‬ن ل‪، d 5ndHU‬ذ‪Rz‬ن‬
‫‪f!F‬א{א‪R‬دوא?"‪#‬א وא ‪،@5‬و‪R‬دوא?"‪#‬و‪Ro?Rso‬و‪A ?[d‬‬
‫‪، 1‬و‪Rr; &5 -4‬ن‪f!"@r‬א{אא‪hc‬‬ ‫‪ &Ad5‬‬
‫ ‪J"،‬אذא?'‪ &AdK‬ول‪&Ad=2‬عא‪R،BJk6J5 ,‬و‬
‫&‪،G‬و"!א‪R&5 ZD 1‬ن‪H‬א ‪=66%& J‬א‪6 "t‬م& א;‪J‬א ‪T ;، &A‬‬
‫‪1d&T&+ 1‬عא ‪VLw‬א‪ KP ~,‬‬
٣١٥ ‫ אد‬ ‫ذج א‬
5* +H456,‫א‬# &A ‫=א‬5K'?‫א{אو‬f!"-VX4‫א‬nd& D

=S‫و‬5'=S@+ 1،‫ م‬4v،‫א = د‬f!"‫א" زم‬H‫אא‬% ‫א א‬
KJ(d^‫א‬
‫ ﺑﻌﺾ اﻟﻌﻨﺎﺻﺮ اﻟﺴﻠﺒﻴﺔ‬-١
?‫א‬oR- .%/ ‫א‬J 2،G& .%/ ,‫א‬BJv‫א?א‬oR- .%/ ‫א‬%& ,‫أ( א‬
‫ א‬4‫مא‬R5,‫א‬e1[- z‫نذ‬URB‫و' א‬،]VXU‫;ن‬R#<^% ‫א‬
‫ن‬d?W‫א ل‬X6UKKK&=‫א‬THxR&=D‫ א‬VLw ‫=!אא‬hc‫א‬,‫א‬%،‫ زع‬
XUR<^% ‫نא‬R\2،?‫ز‬%1 ‫א‬-‫?אو‬%*,‫א‬-]? ^XUR<^% ‫א‬
<ً‫?א‬v H‫א‬XURG&4 ‫و‬،5,‫א‬f!"# &A ‫א‬K'‫א‬f!"J %6U]? ^
G2@"+-XUR@=2‫=@وو‬o#<^% ‫"@א‬+1-1!‫نא‬2J ‫و‬،‫א&س‬
K‫"!א‬J ' ‫&א‬6 N#h^،‫ز‬%1 ‫?אوא‬%*,‫א‬
J ‫و"!א‬،=2,‫א?אא‬f!"-‫א\ل‬-J5 ,‫قא‬%1-
564- T ;r&‫_א‬1?-^%,‫نא‬d،G5 VLw ‫א‬#'‫دو?א‬WS81
6\S,‫א‬f!"‫و‬،4v‫=!אא‬hT ،Z 4‫وא‬Re5,‫]א‬B‫א‬A
]? ^%kR<^% ‫نא‬d?W‫ل‬X,‫'א‬T5 ،& A%&2KqÊ‫א‬1 ‫وא{אא‬
vH&HwU‫و‬R،<^% ‫لא‬%‫?א‬%*,‫א‬6 '‫א‬G‫ ل‬H&Hw42،?‫?א‬%*,‫א‬-
‫ن‬2J ‫و‬،8XU @"‫و‬،<&^%,‫א‬-fV~-54vW^RGHw‫?א‬%*65J[ ,‫א‬
Kً X،‫?א‬%*,hc‫א‬K'‫א‬G&‫م‬%=<^% ‫א‬- '‫א‬f!"
‫ א‬5,‫א‬-VX4^C5,‫ وא‬4‫א‬f!"‫ن‬RqHً‫א‬VXU (‫ب‬
%& E‫א‬sA‫وא‬#W54v,‫א‬f!"‫و‬K=2-6 ‫=وא‬B‫א‬A#1 [mA ‫} ج‬
‫و‬R،T v +#?r Ht‫א‬X،?r Ht‫א‬-UwUh^-UR# 4‫א‬f!"so
GH‫~ًא د‬،e1‫א‬T5 e5#=o‫ لو‬,‫א‬--4‫و‬،]‫د‬
‫ אد‬ ‫אא א א وذج א‬ ٣١٦
2/‫א‬K'‫א‬#ًS1Rf‫א‬HJ 5,‫وא‬#,‫א‬P=' ‫و"!אא‬،Tc‫عא‬+

،]k_%F‫و א‬،]VA1‫د‬k? ‫א‬K'‫ نא‬4‫ن‬R%t‫!א‬،H 1C 5 ‫وא‬
،G&"‫ذ‬m v‫و‬J5 ,‫?א‬dndI‫د‬i1]%;‫א'א א‬#]VX4‫ א‬5,‫א‬v/2
K&H+;#-45'K HT5 ‫ @&א\ ل‬1-J[‫& ج‬U‫و‬-z!‫و‬
‫ ن"!א‬41%A‫و‬، &A ‫א א‬K'?‫ ض‬#ً2 D%"vHً‫א‬VXU (‫ﺟــ‬
B ^‫نא‬d:;،e5#‫ ن‬4%& h^، 5,‫]א‬XU- ًH_ ‫א‬
I‫د‬i1Vh9‫' م‬,‫نא\_א‬R6U،G&? &‫א‬ndI‫د‬i1G2BS‫;א‬+,‫א‬
‫ ط‬c-1‫אمא&و‬%* '‫ وא‬5,‫א‬Z1 6"R=r‫!א‬،? v‫ א‬Hnd
#_ ‫ًא‬S1R،? ‫אمא' موא‬%* '‫א‬nd2od، 5 *,‫ אنא‬E‫وא‬،S1‫א‬
‫ن‬R- &A ‫'א‬5%tz!،=& % 1J5 ,‫=(א‬+ H 5,‫@א‬1%
‫ ع‬o ,‫^ _א‬W5 ‫א‬،‫' = لوא ذ‬t‫א‬-+;-BJkT5 I }
KGdGD ,‫= ?א‬6 ‫ووא‬,‫א‬
-J5 ,‫& א‬1Jr ‫و‬J654k# &A ‫א‬K'‫א‬f!"‫م‬%ً‫א‬VXU (‫د‬
Z5k,‫@א‬5 ‫دوא‬k? ‫א&وא‬-‫ن‬4 ‫?א‬%A5* 2‫!א‬،G
،AZ‫ א‬A4kT5 K'‫@א‬1%‫ن‬4]?‫و‬S‫א‬-‫و‬،I?S;‫و‬I?‫و‬o
]k,‫دونא‬،‫م‬A?E‫وא‬eK\=DCs،WK‫=אא‬55* ‫لو‬XE‫=א‬2PS
KPc‫و?'@א‬GD ‫א‬#
‫و‬RIR‫ ضא‬- &A ‫א‬K'‫א‬f!"،To ‫و‬R،6=ً‫א‬VXU (‫ﻫــ‬
%& ًt ‫ ن"!א‬41%AKZH ‫א‬1‫;د‬RK'?J=2،‫ ع‬o 65^‫א‬ZH ‫א‬
1‫;د‬R-4،VUJ65q +T5 ‫ א‬+-‫א&س‬-‫א‬ndK'‫א‬GD
٣١٧ ‫ אد‬ ‫ذج א‬
P U،% ‫@א‬5 ‫א‬P/hRndK'‫א‬GD %& &‫و‬%tf!"ZH ‫א‬

K‫ل‬X,‫'א‬T5 ، ‫א‬
DHًt 5;‫م‬%t=5K'?#5X6 ‫نאא‬Rً H;R|; H (‫و‬
KhًA[‫م‬%1-@ 5'‫و‬G5 ‫א‬T5h-
&‫نא‬U%‫و‬،;‫و‬,‫א‬54v65
‫ ؛‬ZSt*v5‫ ل‬H‫ن‬Rً2U52،54v,‫א‬-5* ‫א‬T5 J5 ,‫א‬% +
‫א‬T5h-@14‫א' لא‬%‫!א‬،%1‫ن‬RV~-B65Jw1]‫ د‬ZS‫نא‬E
‫?ذא و نذ א‬W‫ ل‬1-@5'‫و‬G5
‫ ?ذא‬W‫ م‬+‫א ]وא‬S2RG5 ًS1R‫ ل‬1‫و‬KEP‫د‬E‫א‬#‫ دאود‬RF? !"‫و‬
،1‫א‬f!"X1%\‫א‬1r&‫א‬%Ui‫و‬،EP‫د‬E‫א‬#‫ دאود‬RF?#$ %
‫ن‬E،‫!א‬U‫!אو‬UZ+1<^% ‫نא‬d‫و‬R،-^%tJ5 65‫ ل‬H‫ن‬RJ 41t:;
،ً 'z!‫ ن‬+1t@=&4‫و‬،‫ ع‬A ‫وو نא‬،‫ ن"!א‬21<&^%,‫~א‬
،‫ ع‬A ‫א‬T5 J5 ,‫א‬% +‫وאقא‬R‫ ل‬5\‫@א‬1%-&%t،‫!א‬
،=5 ً‫و?א‬%‫א & !و‬5='%* +,‫وאقא‬R‫ ل‬5\‫א‬f!"‫ ن‬4‫ن‬RZ(-4‫و‬
-W'¢‫و‬--4Kz‫ذ‬Z5 1‫نא ج‬U 62J5 ,‫¡א‬#2‫ن א‬RZ(6U
‫م‬%،ً XK"! &‫א د‬T5 Z1ًt 5;‫نאא ض‬R%
s51‫ن‬R‫ د‬5-4= '‫אقא א‬-ًS<^% ‫א?א‬owhc‫ א‬4‫א‬
t‫و‬KK?Iv‫= ]وא‬U‫و‬v,‫&ولא‬- s5AR?W‫א ل‬X6U،<^% ‫א‬-
ً hwtIv‫א= ]وא‬Pk]‫ن د‬E،JA‫وא‬V~Z5,‫ن"!אא‬R#zk
T ;G5 Z1%AGHd،G5 ‫د‬C‫ن‬d،‫^ن‬%‫א‬J[- ‫א د‬q%ًL‫و‬
%;‫وא‬BJk- s51‫ن‬RG&Z5H‫ن‬R‫ل‬% &" -‫و‬K=& WA ‫א‬#V4 ‫א‬
nd‫&= ج‬%;‫وא‬U‫و‬،=5 ‫د‬x %ABkRL L- ‫ ع‬A GH،E<^% ‫א‬F
‫ אد‬ ‫אא א א وذج א‬ ‫‪٣١٨‬‬
‫‪ =D‬د‪%D]VU‬אً; ‪J5 65T&+ 1T‬א‪--4،G& W4‬א‪BkE‬א‪% +%A‬‬

‫‪T5‬א ‪- WA‬א ‪<^%‬א ل‪?W‬א' ‪ '6‬א‪RًU‬و ‪dً45‬ذאو‪ً&&;z+ H#%D‬‬
‫‪nd‬א ‪-GHR6UK?<^%‬א‪ ,‬ل‪R‬ن‪-Z5H‬א‪R*v‬ن‪ ndGD 1‬د]‬
‫‪/24‬א ‪T5 ]% +65<^%‬א *‪!"-5‬אא‪%‬א‪dB‬ذא‪mHU‬אد]~‪V‬‬
‫ ‪ D‬د]‪R،‬و‪ t‬א‪=22‬א ‪H4‬א ز‪ K‬‬
‫‪ -٢‬أﻫﻢ اﻟﻌﻨﺎﺻﺮ اﻹﻳﺠﺎﺑﻴﺔ ﻓﻲ ﺑﺮاﻣﺞ اﻟﺘﻮﻋﻴﺔ اﻹﻋﻼﻣﻴﺔ‬
‫‪|; H،1‬و‪<ًUlvًH‬א زא?אא‪ 5 *,‬‬ ‫‪#ER‬א‪ o ,‬א‬
‫وא‪+'i,‬א [&א ‪،F‬و"!אא ون‪2 1‬א‪%"E‬א_א‪f!F+K‬‬
‫א{א‪،‬و"א‪BkE‬א‪,‬אد}=‪،‬و‪!"qH&5‬אא ون‪4‬و‪# o‬א‬
‫א ‪?S‬א ‪'T5 "6U،<^%‬א‪X,‬ل<وزא?]א‪/‬ووزא?]א‪F_?,‬‬
‫وزא?]א‪l‬وא ‪#5XEً;@5‬א دא?]א ‪GD‬א ‪P‬و‪k?d‬د"@‪6UK‬‬
‫‪!"qH‬א‪#ًS1R‬א ونא‪<@K‬א دא?]א‪/24,‬א‪?%*,‬אو‪#= X‬‬
‫א‪-VX4‬دولא‪،‬وو‪s=H‬א‪-VX4‬א زא?אوא‪+'i,‬א [&א‪#5y‬‬
‫'‪/24‬א‪?%*,‬א‪،‬و"!א‪l1‬א‪# o &qB‬א‪lk‬א‪s=U‬א‪&Q5‬א [&‬
‫‪،1‬و‪Ad‬א\‪ 6‬א ‪ &A‬‬ ‫‪/24,‬א‪?%*,‬אوو‪=o‬א{אא‪65‬א‬
‫‪ K‬‬ ‫א‬
‫"!אא ون‪S، 1‬و?]‪،‬א ‪2UndGD‬א‪U،‬وزא?]و‪d‬دא?] ‪GD‬‬
‫‪"? =£nd‬א‪c‬ص=‪#?hP [-62K‬א‪]!'Rnd-+‬و<‪،‬و‪P [-‬‬
‫‪،[nd‬و‪D?-‬ل‪،B+Hnd‬و"‪!4‬א‪Z(-4،‬א‪6 "t‬م *‪RT5 ،9‬ن‬
‫‪n‬؛‪GHE‬دون"!אא *‪ 9‬‬
‫‪Z 4‬א'‪kdm}K‬א_א =א‪i+,‬و‪RD?%‬و ‬
‫‪e/ 1t‬א‪_%F‬א‪ v&,‬د‪d،‬نא'‪i%AK‬د‪4 ndI‬א‪,‬אد}‪ KG‬‬
‫‪٣١٩‬‬ ‫ אد‬ ‫ذج א‬
‫‪]rH9?EP‬א‪-1%‬א ' ‪J‬א\&‪ o W‬عא ‪،‬و‪C@"R-‬א‬

‫‪#&"،1‬א‪]rH=?56 ،456,‬א‪ o -1%‬عא ‪ 5 2،‬‬ ‫א{אא‬
‫‪،5‬و‪، /ht‬و‪R،Z U 5¤t‬و‪!"-،I H‬אא‪،9‬و‪!F‬א‬
‫א‪T5 VUVLw9‬א‪J5 ,‬وא" ‪ 41%& h^،G6‬نא‪9‬وא‪،ً/o‬‬
‫و &‪ 41%‬نא‪ًC 5J5 ,‬د‪U6542،ً&1‬نא‪XUR*v‬א ‪C‬אً‪U‬ن‪ًLwXUR‬א‬
‫& ‪!"Q‬אא‪ '،9‬א‪URB‬نذ‪Rً(dz‬و'‪،ً5‬و"&‪!"-5Rz‬אא ‪VLw‬‬
‫‪!"-4،G1%‬א‪R¥1t‬نא‪*kE‬صא‪AE‬א ‪C‬אً‪Lw 1t‬ون=!אא‪،9‬و‪-4‬‬
‫د?‪D‬א ‪dh^، *&%ALw‬ذא‪U‬نא‪*v‬א‪_1_%= +,‬אא‪ Kً+9‬‬
‫‪9?ED‬א‪ o ,‬ع ‪? =6‬א‪!،_%= +,‬א‪;R#|; H‬ن‪RT k‬ن ‪ o‬‬
‫א ‪¦9‬א ‪4v? =6‬وא‪'T5 ،o‬א‪X,‬ل‪/249،‬‬
‫א ‪<^%‬א‪J[<Z5=D ,‬א ‪<^%‬وא ‪/‬א‪?%‬א'‪56 :;،J‬‬
‫א‪P 't‬وא !‪R%6U،U‬ن‪/24‬א ‪<^%‬א‪£<9B+&5=D ,‬لא‪]R,‬‬
‫و ‪56‬א ‪<96U،<^%‬א ‪<^%‬و‪T5 fVLw‬א\‪6‬وא &<‪KK‬و"‪!4‬א‪K‬و‪-‬‬
‫‪R_H‬نא&‪1r‬א\‪9?T5 :}X1%‬א ‪،54v, ? =6‬و ‪o‬א א‪%K‬א‬
‫(&= د‪Rf‬وא‪lA‬א‪!"-G‬אא‪RBJv‬وذא‪ K‬‬
‫‪1‬א&‪1r‬א\‪56 #X1%‬א ‪، VLw‬و' א‪B‬‬ ‫د‪%* +E‬مא{אא‬
‫‪UR‬نא‪%* 't‬אم دאً‪R‬م~‪ V‬د‪Q &2،‬وא;‪%،ً X62K]%‬א' *‪%‬אم‬
‫‪1rH‬א ‪6‬א ‪%D‬א‪%& JH‬א\‪- :1%‬א ‪<^%‬وא‪]R,‬و‪=vT5 fLR‬و‪،=&&D‬‬
‫‪%6U‬א' *‪%‬אم = مא‪%‬و]א\‪&+‬و‪1rH‬א ‪@5‬א‪KJ 6 Dt‬و"&א‪-VX4‬‬
‫א‪%* 't‬אא‪1r&hc‬א &‪2‬א‪#,‬وא אزن‪?KK‬א ‪S}]R65<^%‬אً?‬
‫و?!‪U‬دو?‪#‬א\]و?' ‪z‬א& ‪،r‬و‪Rnd 'tGHR‬دא‪,td=K‬ل‬
‫ אد‬ ‫אא א א وذج א‬ ٣٢٠
‫?ط‬t‫א‬1rH‫אم‬%* '‫=&א‬r16UKK?‫?א‬%*,‫א‬J[ 6=A}-1!5‫א‬/‫وא‬

P‫ א‬X‫א‬nd2o2‫م؛‬%‫א {ع‬56hc‫א‬ ‫אא א‬#Q &
X،‫و‬1 &§24z&"‫و‬،GÊG% +%& @5+,‫א‬G5 I!‫א‬
،‫א‬v‫م‬%‫א {ع‬%& HX‫א‬D?%‫א‬-C1C‫א‬% z5,‫و'مא‬T5 ‫א\ ل‬
/‫א‬T5 ‫¡&ن‬6[t‫א‬H4d‫و‬,‫§א‬24,‫א‬- :1%\‫א‬%& 9‫="!אא‬r16U
‫ن‬RZ(-4،=QK &‫ {ع‬,‫{א‬¤‫אא‬/ ‫א‬B‫א‬Dde1[-
‫ن‬R-ً2 ^G+ H/ 1‫ن‬R%11t‫א&س‬-ً‫א‬VXU‫ن‬Rz‫ذ‬،‫"&א\ص‬،T^ H
_ ‫א {ع‬- % '*v‫=!אא‬2J ‫و‬،GhR%Aًo‫ن‬R_v U‫ @א‬1
56 U!]?‫و‬oq?Rtً*k‫و‬Kً&ًoGWv41%A‫ن"!אא {ع‬R
‫ن‬4 ‫و‬،s6Q5]+456,‫א‬#/ ‫אא‬B‫א‬Dd‫ن‬Rh^،=QK H‫و‬5/ ‫א‬
K‫ودون‬J 4;T v +IR#"¨‫א‬Dd
،5‫א‬Z'E‫ذאא‬K'‫א‬1 ‫א{אא‬-VX4‫مא‬%* + E"
‫א‬B; ‫موא‬A?E‫وא‬65‫א‬eK\K'‫^א‬C 2، [‫א‬Z'E‫وא‬
K v,@ =‫א‬H+H ‫א‬t6 't‫א[ وא‬J;‫^& א‬Cz!U،H‫א‬%,‫א‬
J;‫א& א‬T5 CU8 [‫א‬K'‫نא‬R%<^% ‫א‬- ‫لא‬XJ 2
ndI‫د‬i1‫]و‬v‫لא‬£T5 Li1<^% ‫?א‬W‫א ل‬X،AHE‫@وא‬+ 6 ‫א‬
، E‫ ]وא‬E‫א‬T5 qÊ‫א‬K'‫א‬CU8‫و‬R،?% Q ‫©= ?א‬
K?z&&Df v1<^% ‫?א‬W‫ ل‬U
،K% ,‫ א‬1 * ‫א‬t6 't‫א‬1 ‫א{אא‬f!"-VX4‫مא‬%* +E‫و‬
‫م‬6 "t‫ذ وא‬J5 ,‫א‬% +1 1 * ‫א‬t6 't‫א‬f!"‫אم‬%* '‫نא‬R_H-‫و‬
KG"ً&;G+ Hq1GHR‫و‬R،‫ ع‬o ,‫م א‬6 "‫א‬G1%I!‫א‬، *&,‫א‬
‫‪٣٢١‬‬ ‫ אد‬ ‫ذج א‬
‫و‪2،/5‬نא‪-VX4‬א‪5,‬وא‪ 4‬وא{אא ‪ ;H 1C 5‬لא‪?%*,‬א‪،‬‬

‫وא ‪،<^%‬وאد]א‪,‬و?‪1‬א‪%* +،]? = ,‬م"!‪f‬א‪،t6 't‬و"‪#W5 J‬‬
‫‪_ ^=%k‬א‪ o ,‬ع‪ K‬‬
‫ز( ‪C-‬א"!‪f‬א{אא' ‪P/hR-K'= H‬א‪ 6+‬א‪J45,‬وא‪E‬א‪،B‬‬
‫و‪Jz!U‬א ز?א‪،B‬و~‪P/hR- @"V‬א‪5+‬وא ]وא& ذ‪،‬و‪R‬ن‪-‬‬
‫‪C‬א=א‪ 't‬د]‪6"R-‬א‪KB& t‬א‪%-',‬א‪، A‬و‪T5Q 1‬‬
‫ذ‪#z‬א ‪s‬א‪#B[E‬א‪ 4v,‬א‪،/‬وא‪kl't‬د‪D‬لא‪,‬و?‪-‬ذو‪I‬‬
‫א‪Z‬א &‪%‬א\‪- :1%‬א‪ 4v,‬א‪,‬و?‪ 416U،1‬ن‪<5X665‬א‪ +‬د‪<1‬‬
‫א‪R-1? =v,‬دوא?‪@1%#‬א'‪K‬א ‪nd2od، &A‬א‪6 "t‬م‪-<5',‬ذو‪I‬‬
‫א ذ‪Gv1-،‬א ‪? =6‬א‪ K_%= +,‬‬
‫ح( ‪C-‬א"!‪f‬א{אא' *‪%‬אمא‪-%1%‬א '‪K‬א‪t‬א‪ ,‬א‪#]2‬‬
‫א‪ '456,‬א‪mHURB‬و‪%&U"D‬وאوא‪oy‬א‪R،‬و‪AU £‬א‪?,‬ض‬
‫א‪R، 5 *,‬و‪%* 'U 1V"£‬אمא‪ ,‬אدא ‪W/h-‬و‪ N‬‬
‫و‪R،5‬و‪l4d‬و‪6 'UH‬لא ذא وא ‪ 1C 5‬نوא ‪ KmHlH‬‬
‫‪ -٣‬ﺑﻌﺾ اﻟﻌﻨﺎﺻﺮ اﻟﺘﻲ ﻳﺠﺐ اﻻﻫﺘﻤﺎم ﺑﻬﺎ‬
‫‪ d 4kT5 1‬‬ ‫‪ER‬א‪6 "t‬م *‪9‬و‪@1%‬א{אא‬
‫‪?%A‬א ‪4‬ن‪E،‬نא\‪ 6‬א‪A*,‬د?] ‪e}T5‬א‪%"E‬א_א‪ 54 "%v&H‬‬
‫‪،AR‬وو‪ h‬ل‪،{UR‬و‪#‬ز‪'R-‬ع‪R6U،‬نא *‪#% +19‬א‪ UT5 ]+‬‬
‫‪!،1‬א‪2‬ن‪=-‬مא *‪9‬א "‪ WJ511‬‬ ‫& !"!‪f‬א{אא‬
‫● א&‪?%1‬א'א ‪V"6‬א‪،2%= +,‬و ‪=K^2‬א& ‪+‬وא‪ 6 Dt‬‬
‫وא‪~ %‬א‪،2‬وא‪6 "t‬م^ ?א'‪K‬א‪f!F=D ,‬א ‪T&+ 1T ;،V"6‬‬
‫‪wF‬د‪1‬א‪%‬و?‪4v‬א‪ KP 5,‬‬
‫ אد‬ ‫אא א א وذج א‬ ‫‪٣٢٢‬‬
‫● א ‪#@4/‬א'‪K‬א‪nd=D ,‬א ‪RqH&Hd:;،{UR4vV"6‬نא‪VX4‬‬

‫‪ +'i-:1‬و[&‪،‬و‪5Uk‬‬ ‫‪-‬א'‪K‬א ‪ &A‬א‬
‫و‪=2%"،&DR‬א‪E‬ولوא‪VÊ‬א‪/5,‬א!א‪،‬وא' لא [‪W‬א [‪¥‬‬
‫‪ K= /5,‬‬
‫‪ /‬لא *‪9‬א‪J65‬א ‪%‬دون‪hd‬א‪]XU-5,J5 ,‬א ض‬
‫● ‪ª 17‬‬
‫{אא ‪،‬وذ‪% f%1%}e1[- z‬دאא ‪4‬א?‪،K'5‬و‪ U‬‬
‫א' *‪%‬אمא '‪K‬א‪e/ t‬א‪_%F‬א‪ v&,‬د‪Aw‬אقو‪ K=R‬‬
‫‪Z(EP‬א‪6 "t‬م‪{{UR4v‬אא‪?%‬א =‪#‬א ‪T5 VLw‬א&س‪،‬‬
‫و‪ "U‬א‪#2‬א ‪ 1C 5‬نא‪ +‬د‪I‬وא ذא א‪ +‬د‪;H-،1‬א{א‬
‫‪،1‬وא{אא‪%&hc‬وאوא‪oy‬א‪-5As،‬אא‪ ,‬‬ ‫א‬
‫‪H‬א ?‪k‬د‪1‬א‪،‬و‪P?mHU%A‬א‪-VX4‬دولאא&‪h^،J‬‬ ‫وא‬
‫‪41R#‬א &وא‪%DQv،%&F‬אً‪!"#‬אא‪p‬ل‪ K‬‬
‫ﺟـ( (‪Z‬א‪6 "t‬م‪t‬لא ‪،J"D‬א<‪T5 J*k‬و‪GD‬א‪ c‬ص‪,،‬‬
‫‪&Ad#]?%A-G‬عא&سو ‪@==D‬א ‪GD‬א‪Rh^،k,‬ن‪&6 N‬زאل‪ً6 N‬‬
‫‪T5 %6 1‬א‪*v‬وא ‪#"D‬א\ ل ‪T5‬א‪?Ê‬و& !‪f‬א‪-VX4‬א‪6 E‬ل‪ K‬‬
‫د‪Z(E‬א‪6 "t‬م‪ &XUR‬א‪ 4v,‬وא‪E‬אضא‪¡hc‬א‪ +‬د‪،1‬‬
‫و ‪%‬مא‪VXUCUl‬אً ‪T5‬א‪s'E‬وא‪1E‬مא‪dً h ^،,‬ذא‪e5 mHU‬‬
‫‪w‬אضو‪m+ 4v‬ذא‪R‬و ‪#1‬א‪ K&1%6"E‬‬
‫‪٣٢٣‬‬ ‫ אد‬ ‫ذج א‬
‫‪ -١‬ﺣﻤﻠﺔ ﻗﺎﻓﻠﺔ اﻟﺘﻮﻋﻴﺔ اﻟﺴﻌﻮدﻳﺔ ﻟﻤﻜﺎﻓﺤﺔ اﻟﻤﺨﺪرات‬

‫ ‬
‫ﺗﻤﻬﻴﺪ‬
‫‪52A 5m6AR‬א א‪ +‬د‪/24,1‬א‪?%*,‬א‪F‬א‪E‬و‪#En‬א ‪-]l‬‬
‫‪ K"١٤١٠L٧L٢٧T ;"١٤١٠L٦L٢‬‬
‫&!‪4v‬א‪&Q5‬א [&א‪%‬א‪/24,6K‬א‪?%*,‬א‪،"١٤٠٥L٢L١٦#‬‬
‫‪1‬وא ?‪k‬د‪/24DR-1‬‬ ‫א‪@1%#%= D‬א‪-VX4‬א{אא‬
‫א‪?%*,‬א‪،‬و ‪'T5‬א‪X,‬ل‪f!"mAR‬א‪&Q5‬א‪-%1%‬א&‪%‬وאوא‪B5‬א‪#‬‬
‫א وא‪%,‬א?سوא‪smA6U،1%HE‬א‪-%1%‬א‪1 ,‬وא‪5,‬‬
‫وא‪ 4‬א‪%‬و?‪ ;=5U‬ل‪oR‬א?א‪?%*,‬א‪،‬و‪=& U‬وא ‪،=&1A‬‬
‫وאقא‪ 5 4‬ج&=‪-,،‬א ‪،=J5‬و‪f!"U-4‬אق‪ndD³mHU‬‬
‫&‪@r‬و‪XURJ65 9‬؛!א©=א\‪%1%1%DBJk6D‬و‪ً1 vXUR‬‬
‫و‪ 65ً!D%kR‬א[‪-‬وא‪@ 2،@,‬א *‪56\9‬א‪،52‬و ‪f!"%6‬א\‪T5 56‬‬
‫א‪- %‬א&‪#6‬א' *‪%‬אمא '‪K‬א‪،t‬و‪=%#‬א'‪K‬א ‪، &A‬‬
‫وذ‪e1[- z‬א‪6 t‬د ‪T5‬א&‪h‬א‪l‬א‪L‬א‪C6,‬و‪K' D‬א\]א‪،]h,‬و‪%A‬‬
‫א ‪f!"%6‬א‪&AdT5 ًS1R 52‬عא‪e1[- J5 ,‬א‪]%"v,‬א‪KA v,‬‬
‫‪F‬א ‪E١٥٩،٢٦،‬و‪%HJ5162‬م &‪f!"h‬א\‪ W56‬‬
‫أﻫﺪاف اﻟﻘﺎﻓﻠﺔ‬
‫‪ ^-‬ل‪#fvHµ‬א‪W/‬وא‪R%، p‬ن‪%"R‬א_"!‪f‬א‪#X6 52‬‬
‫א&طא ‪ W‬‬
‫‪ J١‬و‪WX‬א‪ ,‬א[‪-‬وא‪ًh ^،@,‬א‪?%*,،@=&Pv‬א‬
‫و‪"?L§@= 1‬و‪/h 4v-G+‬و‪+ H‬وא‪ 6 D‬وא‪ A‬د‪ K1‬‬
‫ אد‬ ‫אא א א وذج א‬ ‫‪٣٢٤‬‬
‫‪&Ad J٢‬عא‪f!"ً 5 J5 ,‬א‪،2‬وذ‪e1[- z‬אضא‪ v,‬ق‬

‫وא !א‪{ P‬א' *‪%‬אمא '‪K‬א‪K & ,‬‬
‫‪ r&GHR6U‬א‪R%52‬ن‪%"R-‬א_"!‪f‬א‪d52‬אزدو?א‪456,‬‬
‫אא‪ +‬د‪/2456 #1‬א‪?%*,‬א‪،‬وאقوא '‪K‬א‪#=%* +‬‬
‫"!אא‪wv‬ن‪ K‬‬
‫اﻹﺳﺘﺮاﺗﻴﺠﻴﺎت‬
‫‪f!"C4‬א\‪l'd]% T5 56‬א‪ W=6"RJ5162Q‬‬
‫‪ J١‬א‪]%1%DK' H 't‬و & ‪- %5‬א&‪6‬وא‪Z'E‬א ‪1%5‬‬
‫‪s،1‬א‪T5 CUl‬א ‪<A‬א '‪K‬א‪l‬א‪L‬وא‪ K1‬‬ ‫‪6 #‬א\‪ 6‬א‬
‫‪ J٢‬א‪6 "t‬م ‪e1 v‬و אא !‪5NFJ5 65P‬א‪،١٢١٩، ] %‬‬
‫‪،١٤١٠‬ص‪5N،٣٣‬א ‪،١٥٩،‬ص‪KE٢٦‬‬
‫‪ J٣‬א ‪< s‬א‪J5 ,‬و ‪،G5‬وذ‪e1[- z‬אضא !א‪P‬وא‪%=6,‬‬
‫א‪&A¸e1‬ع‪K‬‬
‫‪[g J٤‬א‪6 t،‬د ‪ T5‬א‪1v‬א ' א‪K/6+‬‬
‫‪ J٥‬א ون‪s‬א‪+'i,‬وא‪Uv‬א [& ‪1 6‬א\‪VrH،56‬א‪F6+‬‬
‫ ‪#=H d@1%‬א\‪K56‬‬
‫ﺟﻤﻬﻮر اﻟﺤﻤﻠﺔ‬
‫‪m'6U‬א ‪f!=2-Gd]?k‬א\‪¡2s£nd=D mHU56‬א‪#s6 p‬‬
‫א‪،456,‬و!אא‪m5¹=HR6U،@=&Pv‬א‪ ,‬א[‪-‬وא‪R،@,‬א ‪? =6‬א‪XUE‬‬
‫א' =‪%‬א‪ =2ً2‬א ‪? =6‬א‪ ,‬א‪#%D‬א‪&1%]v &Lt‬א=א‪5k،52‬‬
‫‪%@r‬نא‪456,‬ذאא‪2X4‬א‪H4+‬א ‪،]%‬و"!‪f‬א‪%,‬ن"‪WJ‬א‪1‬ض‪،‬و‪،]%D‬‬
‫وא‪%‬م‪،‬وא‪&1%,‬א‪،]? &,‬و ‪،‬و;‪،K‬و‪،]%1‬وא‪،WK‬و‪،=R‬و‪CD‬אن‪،‬‬
‫‪٣٢٥‬‬ ‫ אد‬ ‫ذج א‬
‫وא‪،_ F‬وא ‪@g. 4]%ً[،‬א‪f!"#52‬א‪%,‬ن ‪+‬و‪،ً1‬وذ‪z‬‬

‫;‪@Q;Z+‬א‪&1%,‬و‪= 2XU‬א‪%2،H4+‬א' ‪H6‬א‪1R+º]%,52‬م‪#‬‬
‫‪-U‬א‪1‬ضو‪،]%D‬و‪1RL L]%,=S‬م‪ "6U‬א\ل‪#‬א‪&1%,‬وא‪%‬م‬
‫وא‪WK‬و~‪R،"V‬אא^‪f!"-‬א‪%,‬ن‪%2‬א' ‪6‬א‪،< 1]%,=2. 4,‬‬
‫‪R‬و‪ 1‬موא;‪&1%#.%;6U،92%‬א‪_ F‬وא ‪T5‬א א‪ KJ‬‬
‫‪f!F‬א\‪]V+T5 56‬א‪52‬و;‪#"%‬א‪&1%,‬‬ ‫ א א‬
‫‬ ‫مא ‪1V"6‬دو?אً‪#ً 2‬א א‬ ‫א‪،2%= +,‬ذ‪T RGHRz‬و'‪K‬א‬
‫‪ow‬א?א‪?%*,‬א‪% R:;،‬א‪-VX4‬א{אא‪f!=hc‬א‪@r#'&,‬‬
‫مא ‪W/h-1V"6‬و‪ N‬و‪d‬ذא و‪ 1C 5‬ن‪f!"mA6U،‬‬ ‫و'‪K‬א‬
‫א '‪ x2 K‬א‪f!"KJ 14v52‬א א ' ‪T5 %‬‬
‫א‪?v H‬א‪2,‬א‪56\ 5,‬و»‪6v ،"?L‬א‪ ,‬א[‪-‬وא‪ K@,‬‬
‫ﻣﻮﻛﺐ اﻟﻘﺎﻓﻠﺔ واﻟﻮﺳﺎﺋﻞ اﻻﺗﺼﺎﻟﻴﺔ‬
‫ط‪f»?6U-‬א‪ 6r&,‬نوא‪ 6K‬ن ‪T5‬א\‪- 56‬א‪Z‬א‪K‬‬
‫‪!"%¼ 1‬אא&‪ v‬‬
‫‪GHR6U،56/5‬א&א‪-@"E‬א& א;‪J‬א ‪1 v‬وא‪!t‬א‪،? =6Q5‬و!א‬
‫א‪ & -&"-]V+,2،@=&Pv‬و‪، 5 g‬و½‪Z+;ً 1= Adm‬א‪]%,‬‬
‫א‪&C‬א‪=2T‬א‪s:;،&1%U#52‬א‪]v 2+ً 152‬‬
‫‪l 5U‬אذ"ًو‪ k#ً1d‬א?عא‪%T5 &1%,‬א?‪1R‬مא‪ K=2]?1C‬‬
‫ א א ! *" )( א'&‪ $%‬א‪W"#‬‬
‫‪1‬א ‪ &A‬‬ ‫• [‪ 6 ]K‬د‪1‬و;}‪ 2e5‬قא‪]V+,‬و&‪X‬א'‪K‬א‬
‫א‪، & ,‬و‪?%‬و ‪f!"#J‬א'‪RK‬ن‪ 4‬ن&' ‪¡2s6‬א ‪،? =6‬ذא‬
‫'= ‪#‬א =@و‪#] A‬א ‪KVLw‬‬
‫ אد‬ ‫אא א א وذج א‬ ‫‪٣٢٦‬‬
‫• ‪% 1‬مא‪m'ZU ,‬د?א‪?km U=5 ،H 5ً R6}،1?HD‬א‬

‫}!?‪-‬א‪?%*,‬אوא' ‪K=t6‬‬
‫• ‪J51@L‬ذ‪ ?;??k= %#6}» ?%،z‬אא‪?%*,‬א?‪6U،‬‬
‫‪-?!}1‬א‪?%*,‬אو ‪K=[56‬‬ ‫אزدא‪ DmH‬א‪?v=H‬א‬
‫• ‪ ^ '"P U? =51‬ل‪،‬و}‪6‬א ‪A‬א‪' ,‬א‪6U14+‬‬
‫‪C‬دאن‪ w‬م‪=5 m UH 5‬א‪?v‬אא‪'&,‬وא‪F‬د‪K2‬‬
‫• ‪%‬ذ‪z‬و?‪º‬و ‪v‬ون'?]‪ HR-‬אعو‪Q;R‬م‪=&، 5 g‬א‪@1%‬‬
‫و&=א\‪?'6v=HR6U،:1%‬א'‪A‬و‪ q^R‬د‪?k6}،1‬א ‬
‫‪%o‬א‪?%*,‬א‪?k6}6U،‬א‪H d‬ود ‪B¾EK‬א‪Uv‬وא‪+'i,‬‬
‫א‪2#6"+,‬א\‪K56‬‬
‫• "&‪s5S،]VU&;kºًS1Rz‬אزא ‪ 2‬א‪ hc‬‬
‫و ‪H‬א‪f!"-:86U،Uv‬א‪?+‬א»‪H»A1‬و‪;R‬د‪1 H:1‬‬
‫‪nd %، 1k‬אو&=‪- T‬א‪:Kc‬وא‪Ky‬‬
‫‪76D‬ل= אد‪=D‬و‪%k‬אد"‪?v6Q ،‬אא ;ل‬
‫• "&‪¿ HÀًS1Rz‬‬
‫א‪?%*,‬אو‪oR‬א?"א د‪1‬وא‪K 6 Dt‬‬
‫• ‪V^R‬אً‪m6AR%،‬א‪&,‬א‪، hc‬א{زא‪?v‬א‪،‬‬
‫و زعא&‪v‬אوא‪ 4‬وא‪%F‬א‪1‬א‪T5 1C‬א ‪5NFKV"6‬א ‪،١٥٩،‬‬
‫ص‪KE٢٨‬‬
‫وﺳﺎﺋﻞ اﻟﺤﻤﻠﺔ‬
‫‪nd2od‬א‪K' H 't‬א مא ‪1V"6‬א‪ +‬د‪،1‬ود ] ‪-=xU‬‬
‫א‪ +‬د‪lk <1‬אوא‪f!"2#6"+,‬א ‪525mHU%2،‬و'‪=5K‬‬
‫א‪=hc‬א?و ‪P!D=2J‬א‪،FJ5 ,‬و‪f!"@"RJ5162‬א '‪ WK‬‬
‫‪٣٢٧‬‬ ‫ אد‬ ‫ذج א‬
‫‪ -١‬ﻣﺨﻴﻢ اﻟﻘﺎﻓﻠﺔ‬
‫‪&1%U#@AR‬زא?=א‪4#VU@g52‬ن ‪% 1C6‬م א ‪ AG‬سא&‬
‫א‪ 516U،V4‬א‪ @*,‬ن‪VU‬א\‪،@Q‬و ‪%‬د»^‪-‬א ‪H‬א‪]V‬א‪،H 5,‬‬
‫‪- 1‬א‪?%*,‬אو‪oR‬א?"‪،‬و‪ U‬‬ ‫و}‪f!"6‬א ‪?kH‬אو ?א‬
‫א ‪6UKFI%‬ط"!אא‪ E@*,‬موא‪?v‬אא‪- hc‬‬
‫‪U‬א‪f‬و‪m^ًS1R،P h‬א‪&Q5‬א‪T5 6K‬א\‪R;+56‬مא‪@*,‬‬
‫‪ 't‬אضא‪FK52‬א‪،١٩٨٩،J 2‬ص‪،٢‬א‪،١٩٨٩،^%‬ص‪ KE٥‬‬
‫‪ -٢‬اﻟﻤﻌﺮض‬
‫‪ 4 1‬ن"!אא‪,‬ض‪،‬א!‪&1%U#f%vµI‬زא?=א‪+º-،52‬‬
‫‪+AR‬م‪^@+AW‬ص ‪-‬א ‪J54v‬א!‪ H&2G2@"'I‬ن‪-‬א‪456,‬ودولא‪5c‬‬
‫א‪!"@S1،‬אא‪oR- ; G&D<@+‬א?א‪?%*,‬אو‪VLw‬א=א‪، 5 *,‬‬
‫‪R‬א‪@+‬א‪UWJHX‬ن ?] ‪K;? h-‬وא‪5,‬وא‪1 ,‬‬
‫‪6&،1‬א‪@+‬א‪ ¤W:X‬א‪K,‬وא‪:;، 6+,‬‬ ‫وא‪ ,‬א‬
‫‪6v1‬א‪ 2E‬مא‪]V‬אض ‪T5‬א ‪ 6v16U، 1%‬ض‪k‬א‪K‬‬
‫‪،‬و‪ًS1R‬א‪@+‬אא‪ @1% ¤Ws‬وض;‬ ‫‪،H 5‬و‪d‬ذא א‪ ,‬אد‪5‬‬
‫‪ HR‬אعא‪?%*,‬אو" =‪RK‬א‪@+‬א‪،c‬وא‪@+‬א‪ 1WVÊ‬ض‪%‬و?‬
‫א‪/24#456,‬א‪?%*,‬א‪،‬و‪dµ‬אزذ‪ e1[- z‬ض‪f!F? h‬א‪E‬دوא?‬
‫وא زאא‪ +‬د‪ K1‬‬
‫‪ -٣‬اﻟﻤﺴﺮح‬
‫‪m½%‬א‪+,H 't‬א‪ +‬د‪<5X{ ،]VA;+@1% I‬‬
‫‪ '<;+‬د‪ZH@F<1‬وא‪-2‬א‪]=v‬א ‪2،s،1V"6‬ن‪%;R‬א‪f!".‬‬
‫א‪%;+,‬و?; ل‪oR‬א?א‪?%*,‬א‪،‬وא‪%c‬عא‪=%* +1‬א‪,‬و‪ D‬ن ?‪91‬‬
‫ אد‬ ‫אא א א وذج א‬ ‫‪٣٢٨‬‬
‫א‪#Pv‬א [‪f!"- D@1%X،J‬א‪?%*,‬אدون‪%=U،‬א‪C1‬‬

‫‪%5‬א‪A‬وא‪s،y‬א‪l‬و‪ 1‬א‪%K‬وא‪6"E‬א' _(&=א د‪!"-‬א‬
‫א [‪%A6U،J‬مא‪ ًS1R +,‬א אא‪2X‬وא ‪Dds=D‬א‪B‬‬
‫א‪+,‬א ‪ µF ^-‬ز‪s1‬א‪%F‬א‪T5 1‬א ‪5NF-1CK‬‬
‫א ‪ KE١٥٩،٢٨،‬‬
‫اﻹدارة واﻟﺘﻤﻮﻳﻞ‬
‫"&‪ . Lz‬ن?‪m +K‬א ‪VS/‬وא &‪f!F@r‬א\‪،56‬و"‪ WJ UJ‬‬
‫‪ (R‬א‪Q5‬نא ‪1VS/‬وא‪526r&,‬א ‪ K‬‬
‫‪ (P‬א‪&Q5‬א‪ K5256r&,‬‬
‫א‪ +‬د‪1‬وא‪-X&,‬א‪&Q5‬א‪6r&,‬‬ ‫‪ ( D‬א‪Q5‬نא ‪521VS/‬א‬
‫‪،525‬و"‪+AR 'nd@+&J‬مو‪ W6v‬‬
‫‪ -١‬ﻟﺠﻨﺔ اﻟﺘﺨﻄﻴﻂ ‬
‫و"‪i+J‬و ‪-‬א‪?%‬א'א‪،52hc‬و ‪% d-‬אدא‪9c‬א‪! & &C‬‬
‫א{‪،H‬و ‪% d-‬אدא‪9c‬א‪6hc‬א‪Q5‬نא ‪R%‬ن‪"%1%}@ 1‬‬
‫ א'"!‪f‬א‪،&Q5‬و"!‪f‬א‪i+&Q5‬و ‪-‬א^ ?‪6 e12‬א‪52‬و‪،@=1?%‬‬
‫وو‪! & ? so‬א‪D=,‬ن‪،‬و‪% d‬אدא‪ 5‬א‪K‬وא&‪@r‬و‪@6‬א&‪6‬ذجא&‪@r‬‬
‫'‪V‬א‪ K6‬‬
‫‪ -٢‬اﻟﻠﺠﻨﺔ اﻹﻋﻼﻣﻴﺔ‬
‫و‪%hd==-‬א?‪- 'R]vH‬א‪،52‬و‪C‬و‪%1‬و'‪K‬א مא‪5y‬‬
‫وא‪?^w‬א‪f!"@=+6U،52‬א‪6 =+#&Q5‬א‪<2/‬وאد ‪T5‬‬
‫א' ‪?+‬אא ‪T5 66U،V"6‬א &‪se+‬א‪#P 4‬א‪ 45W/‬‬
‫‪-‬א‪52‬و‪%"R‬א‪ K=2‬‬
‫‪٣٢٩‬‬ ‫ אد‬ ‫ذج א‬
‫‪ -٣‬ﻟﺠﻨﺔ اﻟﺘﻮﻋﻴﺔ اﻟﺼﺤﻴﺔ ‬

‫و‪9==@"R-‬א‪s 5/h‬א^ ?א‪Z'E‬א&‪/D‬‬
‫‪56‬א & !‪،‬و}‪%1%‬א‪?v‬אوא‪1 ,‬א ز‪،‬و‪% d‬אد‪2U‬א‪ ,‬وא‪ ,‬אد‬
‫א ذא وא ‪،H 1C 5‬و‪6 e12BS RZ1?%‬א‪-52‬א‪ K < *,‬‬
‫‪ -٤‬ﻟﺠﻨﺔ اﻟﺘﻨﺴﻴﻖ‬
‫و"‪D&J‬א‪B‬א &‪e+‬א زم‪s‬א =א‪ '-2U *,‬א‪mHURB‬‬
‫;‪R 4‬و‪-5"R‬وذ‪s£#z‬א‪%,‬نوא‪e[&,‬א½=א‪،52‬وذ‪DR-z‬‬
‫ ‪s£V2‬א‪C5 +,‬א‪ 6U،52hc‬مא‪so &Q5‬א ‪%‬ولא‪¥C‬‬
‫ & !"!‪f‬א ‪% ds،525U#‬אدא‪ 5ً+}1%‬א?`‬
‫وא‪%Q +,‬א‪ K‬‬
‫‪ -٥‬اﻟﻠﺠﻨﺔ اﻟﻔﻨﻴﺔ‬
‫ {"!‪f‬א‪i+&Q5‬و ‪s£-‬א‪? E‬א &‪¤62‬א' موא&‪6‬ذج‬
‫وא ?‪%1%}s،‬א‪ ,‬א‪ h‬א &‪K'5‬א‪،]? *,‬و‪f!"ًS1R‬א‪i+&Q5‬و‬
‫‪H‬‬ ‫‪-‬א ^אجא ‪]v&¥‬א‪R6U،52‬ن‪i+-‬و =א^ ?א ‪tU‬א‬
‫א‪n ، *,‬א & !א ‪6 ¢J5‬لא &‪ K‬‬
‫‪ -٦‬ﻟﺠﻨﺔ اﻟﻤﺘﺎﺑﻌﺔ واﻟﺘﻘﻴﻴﻢ‬
‫ "!‪f‬א‪6 R &Q5‬لא‪Q5‬نא وא ‪-%Uw‬א & !‪#‬א ‪mA‬‬
‫א‪%y‬د‪@ T&86U،‬אא‪،52‬وא _ ‪R،=5'T5‬و‪wًt‬ول‪T ;،‬‬
‫‪ hdT&+ 1‬א‪T 5c‬و‪،%D‬و‪=-‬م"!‪f‬א‪@1%&Q5‬א‪lAt‬א;‬
‫א ‪ 11‬א‪F52‬א‪&Q5‬א [&‪ KE"١٤١٠،‬‬
‫ אد‬ ‫אא א א وذج א‬ ‫‪٣٣٠‬‬
‫اﻟﺘﻘﻴﻴﻢ‬
‫א\‪@DR-m1DR. ³T5 &HR‬א\‪ '،56‬א‪URB‬نذ‪z‬‬
‫‪. /e5 162‬א‪1! hc‬א‪R،% ,‬وא‪R، ,‬وאא‪،D‬و‪2zkt‬ن‬
‫א ?‪Dd#‬א‪f!"B‬א‪H% 1. /‬א‪2,‬א‪q%hc‬א\‪6U،G% -56‬‬
‫‪VLw"2H% 1‬א=א (وא‪ K5+‬‬
‫‪%&'J5162‬م ‪CD ًo‬אً‪@ 5‬א‪R،I%‬وא !‪1‬אא‪D‬א;‪&5‬‬
‫‪Ddµ. ³e1[- =5‬א¨" ‪T5‬א‪T v +JD‬א‪1E‬ضא!‪-1‬‬
‫‪ 1‬ن‪-G2‬א دن‪T5 &5 ;%A6U،‬د?א'א‪&Q5‬א [&‪/24,‬‬
‫א‪?%*,‬אא‪(d2DR-m1DR‬و'‪5‬א\‪;H-56‬א @‬
‫א دא?‪I‬وא ‪،¥‬و"‪T5 s%6 tJ‬א‪. /‬א‪%,‬א‪ KJ5 65H‬‬
‫أوﻻً‪ :‬اﻟﺒﺤﻮث اﻟﻤﻴﺪاﻧﻴـﺔ‪#:‬א'א‪64 't%,‬ل ‪5‬א‪#V +D,‬א‪ 5‬م‬
‫א‪%A،&E‬مא‪Q;Z‬ز‪I‬א&‪#IC‬א א‪?%‬א'‪J‬א‪E‬ولم‪ًX³"١٤١١‬‬
‫‪LR?-‬א‪t‬لא‪#k,‬א ‪ow‬א?א‪?%*,‬א‪s،‬د?א'\‪52A‬א ‬
‫א‪E‬و‪K?n‬و‪%‬א' *‪%‬مא;‪-& :‬א‪<&%,‬א!‪ 1-1‬ن‪T v +#‬א‪E‬‬
‫‪&1%‬א‪1‬ض‪،‬و‪ A‬אمא&‪ L L‬ن‪ ¿%A ،ً*k‬א‪#e[&]% -‬א‪6v456,‬‬
‫א‪1‬ض‪،‬و‪،]%D‬وא‪%‬م‪،‬و‪،4‬و‪d‬ن‪2R?6 R@r‬אدא& ‪#sE٪٦٣F‬‬
‫א&‪W‬א‪-JHX‬א‪%‬א‪ K&'٣٥-ARnd٣٠<62ً1٪٢٧6&،JHX‬‬
‫‪T5‬א~@‪R-‬نא;‪#U!1:‬א‪65UGHRÃ,‬زאد '‪9‬א‪^%‬א‪I=v‬زאد‬
‫‪%‬دא‪%Ui1،<&%,‬א‪?t‬ط<א‪]?%‬א‪,‬وא‪ndft‬א دن‬
‫‪F‬א&‪،١٤١١،IC‬صص‪Rtd،E١٠٦-١٠٥K‬نא&‪Z+‬א‪%Uit=%1‬‬
‫‪d:;،G 1‬ن‪-٪٤٠+H‬א&"@‪-‬ذو‪I‬א‪_t»٣<^%‬و‪_t»٤‬‬
‫?‪1‬ل‪R6U،92‬ند^ ل‪_t»٤<s@=&٪٢٣‬و‪-R،_t»٥‬د^‪@=5‬‬
٣٣١ ‫ אد‬ ‫ذج א‬
<62&‫אدא‬2R~s1ًS1R،92٪١٣q '‫ ن‬5Xt@=2_t»٥-XUR

Kً1٪٢٧+&Z+ ‫و‬،٪٣٣+&J5"R‫و‬RJ 4;W©
ً1? ^‫א‬T v +,‫א‬nd‫¿ א‬%A&‫אدא‬2ET6r‫نאא‬wZ+&‫א‬% 6U
K‫א‬s2‫א‬%‫א‬J+ &‫وא‬J*v‫ &عא‬At‫نא‬U%A‫و‬،ً*k٢٩IR،٪٩٧+&
nd2odJ*v‫ &عא‬At‫نא‬R٪٢٧U‫ذ‬6U،E‫א‬T v +,GD ‫=@ א‬6r,
K 65T v +,‫@א‬F ^‫د‬Z'‫ن‬UP ‫دون‬1+‫ ج‬5‫¡&ن‬6[t‫א‬
KE١١٣K‫ص‬،"١٤١١،IC&‫א‬F
‫^ ل‬%<&%,‫&عא‬Ad#{UE‫א‬VLw ‫نא אذאא‬R&‫א دא‬2Ro‫و‬R
T5 ٪٥٣‫و‬٪٦٧+&P?AE‫א‬VLw‫و‬،‫م‬ ‫א‬K'‫אو<و‬lmHUT v +,‫א‬
nd٪٢٣‫و‬٪٤٠+&VU%;nd‫&ع‬A ‫א‬#ً‫א دو?א‬52‫ن‬R6U‫و‬،J‫א א‬
nd‫و‬،VU%;ndVLw ‫א‬#٪٢٠‫و‬٪١٠@"?‫ندو‬42BA%h¢+&R،%;
KZl،%;
%A@=HwE٪٩٣F ً*k٢٧‫د‬2R525@=%"v- &‫אدא‬2R‫אل‬i'%& ‫و‬
U‫ذ‬62،E٪٦٣F kJ*k4v"%"k@= ~‫ن‬d،56\‫وאא‬%"k
- @F‫א‬i'%& ‫و‬، JHX‫א‬CU,‫א; א‬I!‫ نא‬1C 5 ‫ {א‬m½]%"v,‫نא‬RE٪٢٧F
@=Hw٪٤٨‫د‬2R6&،VU%;nd‫وא‬Lw@=HR٪٤١U‫ذ‬،52‫א‬vHw@"Lwq%
mH6U،<&%,‫א‬t\5X6 ‫א‬%"v,‫א‬mr;%‫و‬،' D?%‫وא‬Lw
BD:;،<&%,‫א‬T5 VLw ‫א‬-ً‫א‬2‫ًوא‬H،\‫אא‬B5‫وאوא\ א?אوא‬%&‫א‬
T5 J( ‫א‬VLw 5+&n‫و‬E‫א‬,‫א‬#<&%,‫א‬t\5X6 ‫א‬%"v,‫א‬VLw
] A#JHX‫א‬CU,‫ א‬/ ٪٣٠T5 ‫وא‬%&‫;<;زא‬#،٪٣٣+&‫و‬J[ ,‫א‬
¡8'%& ،ًS1R‫و‬،]k,‫אא‬B5‫א‬٪٢٦+&‫و‬:X‫א‬CU,‫א‬#BD6&،VLw ‫א‬
‫ אد‬ ‫אא א א وذج א‬ ‫‪٣٣٢‬‬
‫‪2R‬אدא& ‪ H-‬א;‪J‬א ?‪#‬א\‪56‬ذ‪ r;t@=HR٪٢٦U‬א‪ D‬א‪ZH‬‬

‫א ?א‪ D-62،=2 5 *,‬א‪ZH‬א ?‪W‬א" ‪ &=6‬א;‪J‬א‪-XURK %‬‬
‫א& א;‪J‬א ‪KA‬وא ‪،D‬وو?" ‪T5‬א‪%,‬نאزא?=‪R6U، +‬نא‪J[ ,‬‬
‫(‪Hnd2od،=[vH # h%‬א‪ K=2<KÊ‬‬
‫ﺛﺎﻧﻴ ـﺎً‪ :‬اﻹﻳﺠﺎﺑﻴــﺎت واﻟﺴــﻠﺒﻴﺎت ﻛﻤــﺎ ﺗﺮاﻫــﺎ اﻟﻠﺠﻨــﺔ اﻟﻮﻃﻨﻴــﺔ ﻟﻤﻜﺎﻓﺤــﺔ اﻟﻤﺨــﺪرات‪! &:‬אً‬
‫ ‪Z;h=D‬א‪ 6+‬א‪J45,‬وز‪1‬א‪%‬א^‪5‬א‪% -W1HVE‬א‪m½%2،C1C‬‬
‫د?א'‪52A‬א ‪/24,‬א‪?%*,‬אא‪ "! &µ‬م‪& e1[- "١٤١٠‬‬
‫‪%&-H 4‬و‪P‬א‪'K‬א ‪1‬א‪،Pv‬وא دא?]א‪/24,‬א‪?%*,‬א‪،‬‬
‫و‪/5‬א ‪،?6‬و' א\‪%‬ود‪،‬و‪%‬د?א'‪m5h S +‬א‪nd&Q5‬‬
‫א (وא‪5+‬א ‪ W‬‬
‫‪ -١‬اﻹﻳﺠﺎﺑﻴﺎت ‬
‫‪!D‬א‬
‫‪vHµER‬א ‪ow‬א?א‪?%*,‬אو»‪T5 "?L‬א دوא‪ 1s6 p‬‬
‫و‪،A v‬و‪ 'mr;%‬ل‪Ge/ 1IV"£‬א‪_%F‬א‪-،56/5K‬‬
‫א ‪ h‬ل‪nd‬א‪<5 ,‬و‪ K=d@=!D‬‬
‫‪mAtEP‬א‪?52‬دود‪ '،(d2‬א‪URB‬نذ‪T5 z‬א‪q +,‬א‪R،J5y‬و‬
‫א ‪R،J65A‬وא‪%‬و‪،J‬و‪S 1‬ذ‪ ^-z‬ل?دود‪2‬و‪tU‬א‪sF;BHE‬‬
‫א ‪k‬د]=‪K‬‬
‫‪qED‬א‪R&Q5‬نא‪-52‬א אא‪R‬د‪nd‬א‪ Ä‬ضא =‪،Z1‬و‪C‬א‪%1‬‬
‫א ~א‪nd‬א دא?]א‪/24,‬א‪?%*,‬א‪/o2‬א‪,‬و‪<D‬وא‪K<&%,‬‬
‫د‪7 E‬א‪B65‬وא‪ X,‬ن‪ A:;،=2s‬אאزدو?"‪W5 g#‬‬
‫‪ h 5،‬ل‪1~nd‬و‪%"R‬א_א\‪KQ&56‬‬ ‫א '‪K‬א‬
٣٣٣ ‫ אد‬ ‫ذج א‬
1?Q ‫א& وא‬+'i,‫وא‬Uv‫ وא‬4\‫¡א‬F‫א‬U?vmHUE"

KJH+Hd¥[‫و‬6 d'#/o‫وא‬
<‫و‬i+,‫א‬-VX4‫وא‬BHE‫א‬tU‫د=و‬kR]%K‫]?א‬4252‫]א‬42%¼ E‫و‬
&Q5‫א‬FK‫?א‬%*,‫א‬/24‫ل‬N#‫ ن‬561-1!‫א‬z
¡‫و‬Rh^،P‫<وא‬5y‫א‬
KE٢٣-٢١‫"صص‬١٤١٠&[ ‫א‬
‫ اﻟﺴﻠﺒﻴﺎت‬-٢
W=6"R-5+‫א‬-VX4‫&א‬Q5‫א‬f!"%D‫ًو‬S1R
Z+،=mR‫א‬A t‫& دא‬-VX46r&,‫א‬Uv‫مא‬C 5ER
f!FQ H‫و‬،56\‫=א‬5DR-m668h‫?אא‬%*,‫א?א‬ow ‫א‬Wo#
mS2R6U،U?v,‫א‬Uv51?Q ‫א‬H ‫אمא‬%* '‫א‬XU1‫د‬,‫ א‬C&‫א‬
B d‫م‬% ‫و‬،¾‫وא =א‬، 4\‫"א א‬nd6r&,‫א‬Uv
K52‫א‬2#U?v65=6r,h ‫א‬
1‫' د‬V~h& 6r&,‫א‬Uv‫א‬m%* '‫א‬،1‫د‬P'E?‫و‬،ًS1REP
‫*ذא‬k‫م‬%* +Uv‫نא‬R6U،=V+‫و‬52‫א‬2#U?v65
f!"‫ م‬،= ‫ א א‬U‫?אو‬%*,‫א‬/24 U#2‫^{]و‬
KG¡24%D‫ א‬,‫= ?א‬6Q5V+ ‫وא‬v*v‫א‬
1‫دوא?אد‬E‫@ زعא‬52،‫ ن‬4‫ن‬RJ&16U6r&52‫دא?]א‬d-4ED
q‫د‬R6U‫ذא؟‬- ‫ول‬i+,‫א‬-2#;54v%D‫و‬R/h4v
z!U‫و‬،A ‫ ذאא‬4\‫]א‬C=DE‫א‬se+& ‫אنא‬%2ndI?‫@א دא‬r& ‫א‬P~
-I
?‫@א دא‬r& ‫א‬B 'q‫د‬RًS1R‫و‬،U?v,‫א =א‬/&DR#e+& ‫مא‬%H‫א‬
s +6U،F‫د‬%y‫א‬¥C‫ولא‬% 6r&,‫א‬Uv‫אمא‬C ‫مא‬% nd-‫א\ل‬
،4 J dCU<wX،ً+=5 ‫ ق‬t‫א‬µ‫א& دא‬B2 ‫א‬
‫ אد‬ ‫אא א א وذج א‬ ‫‪٣٣٤‬‬
‫א‪5 ,‬‬ ‫; ‪< ¸T&+ 1T‬א‪'?d]V+65< ,‬لو‪:‬א‪ ,‬אدא‬

‫&‪[v‬א א م=א‪FK52‬א‪&Q5‬א [&‪،"١٤١٠،‬صص‪KE٢٥-٢٣‬‬
‫ﻧﻘﺪ وﺗﻘﻴﻴﻢ اﻟﺤﻤﻠﺔ‬
‫‪- g4v-n‬‬
‫‪A‬א‪ c‬ض‪@#‬و‪ ^%H‬א‪52A5‬א א‪E‬و ‬
‫!א‪R-@x865%t‬ن‪"_1‬א‪،54v,‬و"א‪%"E‬א_‪،‬و‪ H‬א ‪? =6‬‬
‫א‪،_%7 = +,‬و^‪،GK‬و"א '‪K‬א‪t‬א‪%* +,‬وא'‪K‬א‪،L X,‬‬
‫و"א &‪@r‬א‪c‬ص\‪،56‬و‪ H‬א = دא‪!,‬و‪،‬وא‪.³E‬א‪Ddµ‬א¨"‪،‬‬
‫' א‪z5B‬א‪Ddµ‬א¨"‪A‬א\‪R،56‬و‪R"B&LR‬و‪J 2،"%‬א‪.³E‬א @‬
‫‪%A‬א‪1‬א\‪VXU_ H56‬אً ‪"T5‬א‪،54v,‬و‪ H‬א ‪? =6‬א‪،_%= +,‬‬
‫و^‪ '،GK‬א‪mHURB‬א‪~ %‬א‪R،2‬وא& ‪+‬وא‪، 6 Dt‬א ‪=K oT5‬‬
‫&‪ ^T‬אא\‪ \&HR6U،56‬ل ‪T5‬א‪.³E‬א‪R،1%‬و‪z5‬אم‪%‬‬
‫‪1=H‬א\‪#=;q%T5 _ H،56‬א ‪ h‬ل‪nd‬א ‪V"6‬א‪2%=+,‬وא ‪VLw‬‬
‫‪ K=5‬‬
‫‪T5 & ;J %Ht&"-‬א‪-VX4‬א‪.³E‬א‪R،54v,hc‬و\‪56‬‬
‫و‪Rtd،=QK H‬ن‪-ًS&1%‬א‪. /‬وא ;‪B‬אא¾אد?] ‪-‬وزא?]‬
‫א‪%‬א^‪5‬وא دא?]א‪/24,‬א‪?%*,‬א‪،‬א&‪- +]? h‬א‪54v,‬‬
‫و[ =‪#‬א‪A456,‬א‪52‬و‪f!"s،"%‬א‪ 5,‬א‪4J t&1%‬‬
‫א‪~E‬אض‪،‬و‪U‬א‪ 5,‬א‪z5 U،"%1H‬א ‪q%e5‬و ‪J‬א ‪? =6‬‬
‫א‪ +‬د‪،I‬و^ ‪ًh‬א‪ow،Pv‬א?א‪?%*,‬א‪DdA‬א‪B‬א‪52‬و‪#&&4،"%‬‬
‫‪U‬א‪ ;E‬אل'&‪H%H¥‬א ‪ T5 J/o‬א‪f!"-&1%2‬א‪.³E‬‬
‫وא ;‪B‬אא¾‪ K‬‬
‫‪٣٣٥‬‬ ‫ אد‬ ‫ذج א‬
‫أوﻻً‪ :‬ﻣﺎﻫﻴﺔ اﻟﻤﺸﻜﻠﺔ‬

‫‪T5‬א~@‪R-‬نא‪?t456,‬نא‪%‬ول‪@Q;:;-‬א [‪J‬‬
‫‪?%*65‬א‪،‬و‪%:;-‬א?א‪l‬و‪1‬وא =‪Z1‬؛وذ‪ Ätz‬ضא&‪VXUZ+‬אً ‪-‬‬
‫‪=k-= X‬אوא‪%‬ولא‪-GHRtd،qÊ‬א א‪Ro‬ن"&‪z‬‬
‫א‪1S‬א‪?%*,hc‬אא(‪Z‬א ‪#_ A‬و‪==D‬وא ‪،=6A ً&FI%‬‬
‫و;‪T5 ًh‬א' ‪P‬א‪-E‬وא‪ 65 +‬א[‪-‬وא‪K@,‬و"!א‪R¥1‬نא‪J456,‬‬
‫&‪1‬وא" ‪VUً6‬אً‪ 1#-454v,‬م‪-‬א‪1E‬م‪54v‬ذא‪T5 VUVLw‬‬
‫ א[&=‪K‬وא" ‪6‬مא‪!"456,‬א‪ 1‬قدو‪54vC]VXUًt‬א‪?%*,‬א‪#= 54v=2‬‬
‫א‪-4، Sً2oR456,‬א‪f!"]? ^q%ً½_456,‬א‪?%*,‬אوא‪?L‬‬
‫א‪]%,‬א‪NUT5 =Ul%A‬ل‪-‬א‪tp‬א\ ‪µ 456651‬א ‪#"+‬‬
‫א =‪%‬א‪!K1‬א‪mA،‬א‪456,‬ذ ‪ ^]%‬אو‪KA‬و ‪=&،D‬‬
‫‪ He5 1‬ن;‪e:‬א‪4;E‬مא‪، v‬و&=‪،Eً'%&"FZe5 1‬‬
‫‪ K‬‬ ‫‪ e5 1nd2od‬א‬
‫‪m[،ً H H2‬א‪456,‬א‪4;E‬مא‪ v‬א‪% o‬אم=‪J‬א‪?%*,‬א‬
‫‪ Hw‬א =وא‪,‬و‪?4T <D‬ذ‪?7C816U،@=&z‬و‪-7Q+81‬א‪RK،FJ[ ,‬‬
‫[ً‪% wvHR%2‬دאً‪-‬א‪ v +,‬א‪،E]6+,‬وذ‪-U#z‬א‪1‬ض‬
‫وא‪%‬مو‪nd2od،]%D‬א‪ v +,‬א‪qÊ‬אد?] ‪@1%T5‬א‪% +,‬אא‬
‫وא ‪-<&%65D‬دون‪ KH HAB+1R‬‬
‫;‪ o :‬عא‪6 "2P 4‬مא‪456,‬‬ ‫‪;H¤62R‬א א‬
‫=‪%CU1‬א" ‪T5‬א ‪-1A‬א ض‪f!F‬א‪ 6+‬م‪!"6v16U،‬אא‪6 "t‬م‪&Ad‬ع‬
‫א‪- W4-%,‬א [‪5K[m}s1tT ;،J‬א‪nd2od،P‬א‪?%‬‬
‫א& ‪J+‬وא ‪J6+‬وא‪J,‬א!‪ KG; 1I‬‬
‫ אد‬ ‫אא א א وذج א‬ ‫‪٣٣٦‬‬
‫ﺛﺎﻧﻴﺎً‪ :‬اﻟﺠﻤﻬﻮر‬
‫‪@rW'¢‬א‪?%‬א'א‪ D ,‬د] ‪-‬א ‪? =6‬א‪J[ ,‬وא‪,‬وج‪?%*65‬א"‪J‬‬
‫د?א'‪ td@ =t‬אא‪~ %‬א‪،2‬و‪ 2s‬אא‪~ %‬א‪2‬و;‪t"%‬‬
‫‪،J 4‬ذ‪R-&%tGHRz‬ن‪T5 _ H‬א‪Kc‬א‪ 6 Dt‬وא& ‪? =6Q5+‬‬
‫; ‪Rs +HT‬ن‪ ^=K oT5 ¥H‬אא\‪56‬و‪@6H‬א'‪K‬א‪K'&,‬‬
‫א‪o‬א?אً‪ ،&"،J 4&'،‬אא‪~ %‬א‪? =6Q52‬א‪،_%= +,‬و"‪ WJ‬‬
‫‪@r<،65+& -١‬א‪?%‬א'‪R‬نא ‪? =6‬א‪J[ ,‬وא‪P=,‬‬
‫وא‪,‬وج‪?%*65‬א‪#‬א‪? =£- "456,‬א‪v &1@55،&'٣٥ ٢٠-Pv‬‬
‫<‪2R‬אد"!‪f‬א‪J[-+‬א‪?%*,‬א‪@r#‬دولא‪FK‬א&‪١٩٩١، IC‬؛א ¦‬
‫وא ‪"١٤١٣،‬؛א‪P 4‬א ;‪ JK‬زא?]א‪%‬א^‪،"١٤١٠،"١٤٠٩، 5‬‬
‫‪ KE"١٤١٢،"١٤١١‬‬
‫& ‪<]v‬‬
‫‪f!"Vv 2،^%e5 162R -٢‬א‪?%‬א'‪Rnd‬نא‪?%*,‬א ‬
‫א ¡א‪H% ,‬א‪،^%‬א‪l‬אود^ ‪1?٤٠٠٠-ARnd١٠٠٠<F‬ل‬
‫' د‪%2،I‬و‪W'%D‬א ' م»ل' د‪#‬د?א' ‪-]VU+HG‬א‪#<2 A ,‬‬
‫‪J[1SA‬א‪?%*,‬א‪،٪٤٤‬د^ ‪1?٤٠٠٠- @F‬ل' د‪6U،I‬و‪%D‬‬
‫א&‪RIC‬ن‪& -٪٦٠‬א!‪ 1-1‬ن‪T v +#‬א‪1E‬ضد^ ‪- @F‬‬
‫‪1?٤٠٠٠‬ل' د‪،I‬و"‪-1AJ‬א&‪+‬א\‪X1%‬א; ‪=5‬א ¦وא ‬
‫‪ H-6= & #‬א‪:;،T v +,‬و‪%D‬א‪R‬ن‪2R-٪٦٣‬אدא&‪P/hR-‬‬
‫א‪ ^%‬لא ‪1?_t»?R-‬ل' د‪،I‬و‪f!"ً S1R‬א& ‪se K‬‬
‫א‪?%‬א'א‪,‬א‪Rq‬نא‪?v H‬א‪?%*,‬א د]‪ 41‬ن<אא ‪]V‬‬
‫‪F‬א&‪١٩٩١،IC‬؛א ¦وא ‪ KE"١٤١٣‬‬
‫‪٣٣٧‬‬ ‫ אد‬ ‫ذج א‬
‫‪¤62R -٣‬א‪q +,‬א ‪?%2،J65‬א'א‪ +‬د‪= Xse 1‬‬

‫א‪ U:;-,‬ن‪@r‬א‪?%*65<[ ,‬אوא‪-" 1SAZ+<H Q+,‬‬
‫‪P/hR‬א‪1 +,‬א ‪65‬א‪ ,‬א‪%،o‬و‪%D‬א&‪RIC‬نא‪q +,‬א ‪J65‬‬
‫א‪<&%,‬א!‪ 1-1‬ن‪T v +#‬א‪1E‬ض‪l‬אو<א‪% t‬א‪K‬وא‪' ,‬‬
‫وא‪T5 ٪٢٧،٪٤٣،٪٢٣Z+&1 HX‬א א‪6&،J‬و‪%D‬א ¦وא ‪R‬نא&‪+‬‬
‫‪f!F‬א‪,‬א;‪lًS1R‬אو<‪% ٪٢٧،٪٢٠،٪٣٠‬א‪JK‬وא‪9' ,‬وא‪T5 I HX‬‬
‫א א‪،J‬و"!‪f‬א& ‪se K‬د?א'»ل' د‪F،‬א&‪ KE١٩٩١،IC‬‬
‫‪;H-R -٤‬א‪-=,‬وא ©‪R%2WK‬و‪m/o‬א‪?%‬א'א‪ +‬د‪1‬و‪ D‬د‪+H‬‬
‫‪¥%-]VU‬א‪?%*,‬א‪-‬א[‪- <5‬א‪،6‬و‪#‬א‪Z 4‬א ;‪ K‬زא?]‬
‫א‪%‬א^‪ ¢5‬אم‪R%"١٤١١،"١٤١٠،"١٤٠٩‬ن‪+H‬א‪-<6= ,‬א[‪J"<5‬‬
‫‪T5 ٪٥٤،٪٤٨،٪٤١‬א א‪Bti"-]VU+H%6U،J‬א‪-<6= ,‬א‪< © ,‬‬
‫وא‪6‬ل‪Z+Hm5:;،‬א‪-<6= ,‬א‪ ¢< © ,‬אمא‪،f R+‬‬
‫‪ 65m56&،٪٢٣،٪٢٦،٪٢٣‬ل‪T5 ٪١٧،٪١٨،٪٢٨W‬א א‪،J‬و"!‪f‬‬
‫א‪sZ'& -=,‬א‪q +,‬א ‪J65‬א‪JH% ,‬وא‪^%‬א‪%y‬ود‪،‬و"!‪f‬א& ‪se K‬‬
‫א‪-VX4‬א‪?%‬א'א‪D?c‬א‪%‬وא‪Rq‬نאو‪JH%‬א‪ ^%‬ل‪-‬‬
‫א‪P'E‬א‪J[ +K‬א‪?%*,‬א‪ K‬‬
‫‪:;- -٥‬א‪e[&,‬وא‪-UE‬א& ‪=2v‬א‪?%*,‬א‪K;2،456,‬‬
‫وزא?]א‪%‬א^‪ ;5‬ل‪1SA‬א‪Ro =2<6= ,‬نא‪%,‬نא‪-[ J"]V4‬א‪،"?v H‬‬
‫;‪Jw:‬א‪&,‬א‪#‬א‪CU,‬א‪E‬ول‪f!"6v-‬א‪%. L&,‬ن?‪WJ"+K‬‬
‫‪4‬و‪]%D‬وא‪&@L-WK‬א‪1‬ض‪ &62،‬א‪Av‬و‪CD‬אنא‪ 5‬ن د‪t‬ن‬
‫ אد‬ ‫אא א א وذج א‬ ‫‪٣٣٨‬‬
‫א‪Zl‬؛‪Jw]? 2‬א‪&,‬א‪#Av‬א‪CU,‬א‪،:X‬و?]‪CD&1% }q^R‬אن‬

‫"!אא‪K;dFCU,‬وزא?]א‪%‬א^‪ KE"١٤١٢،"١٤١١،"١٤١٠،"١٤٠٩،5‬‬
‫‪%6U‬لא‪.³E‬א‪T5 m1DR‬א‪1SA#<6= ,‬א‪?%*,‬א‪ v1@=HR‬ن‪#‬‬
‫&[‪F1S;e‬א‪%,‬ن‪:;،E‬و‪%D‬א ¦‪R‬ن‪2R-٪٩٠‬אد & ‪-G‬א‪¨%<[ ,‬وא‬
‫[=@‪6U،1S;e[&#‬و‪»%D‬ل' د‪R‬ن‪2R-٪٦٣‬אد & ‪ v1G‬ن‪#‬‬
‫&[‪U6&،1S;e‬ن‪@= v9‬א‪#e+‬א‪e[&,‬א‪ 1‬وא‪%‬و‪<ًS1R،1‬‬
‫د?א''‪W‬א ' م»ل' د‪R‬ن~א‪2+1-@"<[ ,‬ون‪?c‬جא د‪،‬‬
‫‪F‬א ¦‪ KE"١٤٠٦،‬‬
‫‪:;- -٦‬א &‪@r62،+‬א‪<[ ,‬وא‪,‬و‪-@"<D‬א‪ +‬د‪6&،<1‬‬
‫‪+H‬א‪ +‬د‪-<1‬א‪،55A<=,‬و~ً‪Q t‬وز‪K;dF،92٪٣٠‬وزא?]‬
‫א‪%‬א^‪ KE5‬‬
‫‪;H- -٧‬א &‪R%‬نא!‪XUR? U‬א' *‪%‬אًو=‪ً1‬وو(ً‪?%*65‬א‬
‫‪-‬א&‪/&16&،B+‬دو?א&‪56 #{UR4vB+‬א‪%* 't‬אموא [‪R،J‬‬
‫دو?"‪#-‬א‪l‬و‪1‬وא =‪ =2Z1‬دو?‪%DWo‬אً‪،‬و‪d‬ن‪@r‬א&‪B+‬א‪2 A ,‬‬
‫‪1SAZ+‬א‪?%*,‬א"‪V~-] +H-‬א‪ +‬د‪ K1‬‬
‫'‪RS 1e‬نא ‪? =6‬א‪f!Fo XUE‬א‪?%*,‬א‪،‬و ‪RZ(J‬ن‪ 41‬ن‬
‫א‪_%F‬א‪E‬ول‪ "،56/5‬א ‪? =6‬א!‪Kc@+ 1I‬א ‪ W‬‬
‫أ( ‪#Pk‬א‪%‬א‪-JHX‬א‪6‬و‪R‬وא‪K‬א‪%‬א‪ K:X‬‬
‫ب( ‪P/hR-‬א ‪@5‬א‪JH% ,‬و‪A‬א ‪@5FJ‬א ‪%‬א‪JK‬و '‪#9‬‬
‫א‪ KE‬‬
‫‪٣٣٩‬‬ ‫ אد‬ ‫ذج א‬
‫ﺟــ( ‪P/hR-Pk‬א‪ ^%‬لא‪-ARndH% ,‬א‪E٤٠٠٠-١٠٠٠F 9' ,‬‬

‫?‪1‬ل' د‪ KI‬‬
‫د( ‪#Pk‬א [ ‪-‬א‪،6‬وא‪< © 6U61‬و ‪6‬ل‪ K‬‬
‫ﻫـ( ‪ K1S;e[&#Æ1@=6r‬‬
‫و( ‪-@=6r‬א‪ +‬د‪ K<1‬‬
‫أﻣﺎ ﺑﺎﻟﻨﺴﺒﺔ ﻟﻠﺠﻤﻬﻮر اﻟﺜﺎﻧﻮي ﻓﻴﺘﻜﻮن ﻣﻤﺎ ﻳﻠﻲ‪:‬‬
‫‪ -١‬א א‪ +‬د‪1‬و~‪V‬א‪ +‬د‪ K1‬‬
‫‪-٢‬א‪V~Pv‬א‪ +‬د‪ KI‬‬
‫‪-٣‬א ‪P‬وو‪]t‬א‪ K? E‬‬
‫‪f!"s‬א‪]%Do?RX½ 5,‬م‪، d 5‬و‪&5 -4‬‬
‫‪R‬ن‪w|; H‬نא‪ 5,‬א‪E‬و‪-4t‬א‪6 t‬د ‪VXU=5‬אً‪@6#‬א\‪،56‬ذ‪z‬‬
‫‪ &HR‬ج‪2nd‬א‪-VX4‬א‪? E‬א‪K*U6=,‬א ‪? =6‬א& ‪+‬وא‪ 6 Dt‬‬
‫و‪P'R‬א‪،‬و""‪ HJ‬ج‪%‬م?~ =@‪#‬א‪R6‬م‪R‬نא‪ 1Z+‬د‪%‬م‬
‫‪T5 @=?%‬א\ ل ‪T5‬א‪6‬א‪Z'&,‬؟وא ‪<A‬אو[‪J‬‬
‫א‪?%*,‬א‪R،‬وא‪=2]D ,‬؟‪ K‬‬
‫و;‪@r#"%‬א‪;E‬ن‪R‬ن‪ i‬د‪I‬א‪%‬و?‬ ‫‪#‬א א‪s +t،sA‬א\‪56‬א‬
‫א‪ ,P 5,‬א‪U 52،54v,‬ن'‪J[Z‬א‪?%*,‬א‪q%‬א[‪- <5‬א‪6‬‬
‫‪=1%‬א‪]?%‬‬ ‫" ‪%‬مو‪ D‬دو©‪WK‬و‪6 R‬ل&'=@‪2،‬نא\‪56‬א‬
‫‪ T5‬א دن‪BtiF‬א[‪ 2z!،K<5‬ج‪(R%1‬دو©‪%+WK‬‬
‫א\‪D‬א‪،@Fv,‬و"!א‪ t@ 1،s،‬ق‪s‬א =ذאא‪ ^t‬ص‪،‬‬
‫‪!"64J=2‬אא‪%‬و?و‪@'6U،ً1 &@=5 Li‬א‪e1‬‬ ‫‪R‬א\‪56‬א‬
‫א‪/‬א!‪J&1I‬א ‪ KG‬‬
‫ אد‬ ‫אא א א وذج א‬ ٣٤٠
‫?א‬%*,‫= ?;لא‬6 ‫אد"!אא‬2R<J ‫א‬q%2nd‫ ج‬،ً S1R

ً1 ً2%"‫ ن‬41‫ن‬R%t‫א\ل‬56\‫א‬-_%F‫نא‬Rz‫ذ‬،"?‫א‬oR‫و‬
+H456,‫א‬#Z1= ‫وא‬1‫و‬l‫وא‬J[ ‫א‬+H‫ن‬Rz‫ذ‬،n‫و‬E‫א‬D?%ًKA‫و‬
K%6\‫وא‬o‫ א‬
=(d<&2،52‫א‬%&‫='& م‬5 &5;‫ א‬5,‫א‬f!"e5&-
K+‫א‬5/ ‫א‬56 ‫^ ل‬-&B‫א‬6U=5'‫و‬
_‫א‬%"E‫א‬f!"‫ن‬R-@~2،]‫د‬%V~‫אًو‬%D _‫א‬%"E‫نא‬R،&"،% -١
A‫د‬V1%t&HRtd،"?L»‫?אو‬%*,WX ‫'سא وא‬RT5 m&
66sS1]‫و د‬،G% -56\‫א‬q%‫س‬AF ^-&&4
،&%tGHR¥1‫و"!א‬،=}nd‫ ل‬h ‫ً&و نא‬+H ‫א א‬
،56\f%HI!‫= ?א‬6Q5‫?א‬%*,‫א?א‬owJ ‫א‬q%2-،ً+
%1H‫א‬e[&,‫ א‬H-،]VU& I‫ذ‬JK‫ א‬v :³B‫א‬Dde1[- @ 1‫و"!א‬
q%56\‫مא‬AAJ ‫א‬+H‫ن‬R،‫ل‬X,‫'א‬T5 ،H%D‫ و‬52K=dGD ‫א‬
‫ن‬R^»JK‫ א‬v :³B‫א‬D‫و‬56\‫א‬1=H%s +H&H2،٪٢٠_%= +,‫= ?א‬6 ‫א‬
ً X62،GdGD ‫א‬µI!‫= ?א‬6 ‫א‬q%J ‫"!אא‬q +‫א? ع‬q%_H
56\‫نא‬R¥1‫=!א‬2،_%= +,‫= ?א‬6 ‫א‬q%٪٤٠m/hRJ ‫א‬+H‫ن‬RH%D‫و‬
q%,sD&‫&א @א‬zk‫مدون‬A?E‫א‬f!"‫و‬K٪٢٠"?%A]‫د‬1‫ز‬m;
s‫و"!א‬،=}‫ون‬%11&ً+H‫ ن‬66,‫دא‬%]‫و د‬KG% -56\‫א‬
#1V"6 ‫א‬K'‫א' لא‬q%‫و‬،= 2XU‫و‬،56/5&C‫]א‬%,‫א‬T5 %6 1
4v +%1CtZ+&2،ًA‫@وא‬6,‫ نא‬41‫ن‬RZ(-4‫و‬،'‫א‬h
KU 5+‫وא‬R"t‫א‬V‫ل‬N#h^VU
٣٤١ ‫ אد‬ ‫ذج א‬
،1%5 ‫א‬V~K' ‫א‬T5 =Q‫א‬l'd#CU?52‫א‬5‫ن‬R% -٢

‫ن‬Rr; Z(GHRtd^%,‫"!אא‬6"R-@~‫و‬،*v‫א‬K' m6 "‫وא‬
K' ‫אمא‬%* '2‫!א‬،2 ‫"وא‬t‫א‬V‫و‬، ‫" א‬56\‫_א‬%"
،ً1?‫و‬oً‫א‬R%1،K' ‫א‬f!"‫& ع‬e1[- ‫ ل‬h ‫ووא‬،2X41V"6 ‫א‬
K' ‫א‬R،P 4‫"!אא‬1‫א‬%#"&;k‫א‬1r&‫وא‬. /‫&א‬%6U
"LR6&،‫&ع‬A ‫א‬56 #VULR‫ذא‬J=252‫א‬f!"#%* +,‫"א‬D ‫א‬
K'‫ لو‬h H?,‫א‬sF‫ ض‬1-5z‫وذ‬، ‫א‬56 #‫ود‬%
K1V"6 ‫مא‬ ‫א‬
G%T5 %6 1 6 ‫א‬56 #56\‫א‬f!"Q‫א‬l'd‫ن‬R% -٣
&Q5‫א‬%H-&1R?6U‫و‬K56\‫א‬#=H d@1% F6+‫א‬Uv‫א‬
J''E‫_א‬%F‫א‬T5 m[%AH ‫نא‬2،56\‫لא‬6 R@ hc‫א‬
tQ‫א‬l' ‫א‬f!F5+‫א‬VLw ‫نא‬R\‫وא‬،@,‫وא‬-[‫ א‬,‫و" א‬،56/5
‫ن‬Rz‫ذ‬،1 ‫א‬K'‫א‬A‫א‬%ndf‫א‬% 1،H ‫]א‬XUT5 92 1
،‫א‬td=6=1tUk‫و‬+'i-Gd‫د‬AK'‫א‬f!"‫ن‬Rv'J5 ,‫א‬
-]Vh+H%1%}Z(‫ن‬U‫!א‬،=KSe1 + ‫و‬td=5K'?62G5 ‫و‬
‫ن‬R‫دون‬،1 6 ‫א‬#6"+,‫אא وא‬Uv‫?אא‬k? =r1‫د‬k? ‫;א‬+,‫א‬
K ‫د]א‬T5 z‫ذ‬T1
-ً/o‫ووא‬%1GD ‫و"!אא‬،P ‫א‬ndVU4vm=D‫و‬56\‫نא‬R% -٤
1‫א‬%%=K%?‫א‬Adµ‫א‬56\‫وא‬%D56 ‫^ ل‬-‫و‬،K'‫ א‬H‫^ ل‬
n‫و‬E‫א‬D?%Z&1‫ن‬R‫ض‬l ,‫א‬-‫ن‬UGD ‫"!אא‬K]VA]l J'‫?א‬%‫אمא‬
Z;hGHR¾‫אא‬B; ‫وא‬. /‫<&א‬I!‫א‬،o XUE‫= ?א‬6 ‫א‬T5
‫ אد‬ ‫אא א א وذج א‬ ٣٤٢
‫س‬wtz‫ذ‬%K6 ‫دون‬G&]VU+H‫و‬،ًS1Ro‫ود^ ل א‬so‫@ א‬5

KÇdKKKKB‫وא‬P U،1 HLV"6 JKA ‫א‬GD ‫א‬-
،E‫?א‬%*65KKtFFً‫א‬%Dً‫?א‬km%* '‫א‬56\‫نא‬R-@~‫א‬T5 -٥
"‫و‬،VU4v56\‫א‬B‫א‬CDR9?T5 ]?%‫= و' א\ |وא‬+‫ ز‬:;
Just Say No to 41E‫]א‬%/ ,‫א‬1t ‫א‬#‫?א‬%*,‫ א‬-G' A‫א‬µ?k
Uv‫وא‬+'i65"RÈ 856\‫א‬K'?‫ن‬Rً/o‫ووא‬%1GHRtd،drugs
#K'‫نא‬R6U،"%1‫= قא‬5K'?Z 4 qÊ‫ א‬4\‫א‬K‫وא‬%‫وא‬
I‫د‬it1‫א‬f!"‫و‬،%116UU<2/‫وא‬Px4‫א‬e1[- m UW/‫א‬
I!‫א‬،GH &2‫و‬G hRG@5 K'‫ א‬U‫ن‬Rz‫ذ‬،]‫ د‬v&,‫א_א‬%"E‫א‬e}nd
9c‫א‬e2‫و‬56\‫א_א‬%"Re} "?‫?'دو‬UG2I‫د‬i‫ن‬RZ(
K'‫א‬f!"Z 4‫ن‬RJ&1‫!א‬،@6,‫א‬A-=o‫و‬µ‫א‬Q‫א‬l' ‫وא‬
،J5 ,‫א‬T5 VLw ‫ א‬U#=‫א‬Vr&‫و‬X1%\‫א‬1r&‫א‬T5 %6 65 ‫ق‬
#‫و‬،?‫א‬%D#&5U،G2so ‫ن‬RZ(I!‫=א‬o '?41‫و‬
se+& ‫وא‬K'‫ א‬4‫ م‬1،=5 @K‫وא‬R،56\‫@א‬6‫ن‬2،]‫אد‬
1%s= D‫ن @א‬R%tdv&t‫و‬،K'‫ א‬U U#qÊ‫א =א‬
K‫م‬C51
T ;‫م‬6 "t‫ ]א‬A‫ذو‬D‫و‬A‫א‬%-GK^‫'و‬,‫א‬n 18‫ن‬RZ( -٦
hc‫&א‬Q5‫א‬% H-&=r1‫و‬K=5 @K‫=א‬d H1‫א‬K &‫א‬56/5e/ 1
<5',‫א‬#7‫אع‬81:;،;&‫א‬f!=‫م‬6 "t‫א‬56\‫لא‬6"d52‫ @א‬
V~-‫و‬،< *,‫א‬V~-‫ א‬HU@=&‫ون‬VX42،‫א ز‬A‫א‬%,‫א‬-1%k,‫وא‬
<5',‫א‬Bti"-ً‫א‬VXU‫ن‬R&Q5‫א‬m LR6U،‫ل‬p‫"!אא‬#2,‫{]وא‬c‫א‬P/hR
‫‪٣٤٣‬‬ ‫ אد‬ ‫ذج א‬
‫‪V~-‬א‪ +‬د‪،<1‬و"!א‪ WS1‬אא‪%,‬א‪A‬وא ذ‪q%،@F‬א‪J5 ,‬‬

‫א‪ +‬د‪،I‬و" א‪_%F‬א‪E‬ول‪-‬א\‪ K56‬‬
‫‪- -٧‬א&;א دא?‪1‬وא &‪6r‬وא &‪%1+‬و‪R‬ن ‪6‬א‪Uv‬א‪f!F6r&,‬‬
‫א‪U52‬ن‪ً%D‬א‪Re'6U-‬ن?‪ -&1R‬ز‪@=1‬א‪E‬دوא?وא‪Z+;6=,‬א‪Q5‬ن‬
‫א‪-4،H 4,‬ذ‪z‬א &‪@r‬وא &‪%1e+‬و‪،‬و‪UGHR،W'¢‬ن;{אً ‪T5‬و?ق‪:;،‬‬
‫‪R‬و‪m/o‬א‪&Q5‬א‪@ 54,‬א\‪R56‬ن‪VXU‬אً‪-‬א& دא‪h^،! &8=5 e ,‬‬
‫‪R6U،J‬و‪m/o‬א‪R&Q5‬ن ‪56‬א &‪،¡'mHUe+‬و‪d‬نא‪Uv‬‬ ‫א‪CU,‬א‬
‫‪m56"R‬א‪-VX4‬א دא?אא\‪، 4‬و‪%6 =m5Uv‬אً‪!"،‬א‪nd2od‬‬
‫א‪R#95c‬دوא?א‪i+,‬و< ‪-‬א‪R،52‬و‪-2#;54v%D‬א‪i+,‬ول‬
‫‪-‬ذא؟ ‬
‫‪- -٨‬و‪HrH=D‬א‪f!"#R 'R،*v‬א‪% "52‬مא ‪6‬د" ‪T5‬‬
‫א‪. /‬א‪،65‬وא&‪1r‬א\‪،X1%‬و"!א ‪w UJ‬ن(א& ‪Q‬א&=‪K‬‬
‫‪6U 1%NV~525‬ذ‪2 ً'HU‬ن‪6"d‬لא‪. /‬وא&‪-VXU#1r‬‬
‫‪VXU1‬אً‪ '،.%‬א‪URB‬نذ‪#z‬دولאא‪% ,‬م‪R‬م‪#‬א‪%‬ول‬ ‫א\‪ 6‬א‬
‫א&‪،‬و‪ 1‬د"!אא "‪6‬ل‪WSGS#‬א‪@ %‬א‪,‬د‪f!FI‬א\‪، 6‬وא‬
‫א^‪= sD1‬א‪6"w=5 <6K‬א‪. /‬وא&‪Rً65 ،=21r‬ن""!‪f‬‬
‫א א‪%K‬و‪#=;kµ= U‬א لא‪ K+‬‬
‫ אد‬ ‫אא א א وذج א‬ ‫‪٣٤٤‬‬
‫‪ -٢‬ﺣﻤﻠﺔ اﻟﺘﻌﺪاد اﻟﻌﺎم ﻟﻠﺴﻜﺎن واﻟﻤﺴﺎﻛﻦ )اﻷوﻟﻰ(‬

‫ﻣﺎﻫﻴﺔ اﻟﻤﺸﻜﻠﺔ‬
‫&!‪! &µً <L L-XUR‬א ‪%‬אدא‪JH4+‬א‪E‬ولو‪mHU‬א& ‪Q‬א&=‪K‬‬
‫‪!F‬אא ‪%‬אد‪X½t‬א ?]א\‪%‬دא‪4+‬ن‪#‬א‪،456,‬ذ‪Rz‬نא& ‪K‬א‪µ‬‬
‫א\ ل ‪42،65'V~mHU=5‬א ;‪B‬אאא' *‪-4=&mD‬‬
‫ ‪X6‬א א‪sA‬א‪ +‬د‪،BJk#I‬و"!‪f‬א& ‪-4tK‬א‪6 t‬د ‪9* 5=5‬‬
‫א‪ KJ5 +,‬‬
‫‪ 1‬لא‪µ:;،&'١٦-XUR!&62?W‬א ‪%‬אد\‪56‬א ‪%‬אدא‪JH4+‬‬
‫‪q '=+1‬א ‪< k‬א&س‪WS?،‬و'‪K‬א مو ‪%‬م ‪2‬‬
‫א‪ 5c‬א‪q%2X‬א‪ ,‬א[&<‪%"w‬א_‪z‬א ‪%‬אد‪ K?x‬‬
‫‪J 2،s‬א‪s6 p‬א!‪I‬زא‪G© r;m‬א ‪65‬وא‪ "6U،H% 2X‬‬
‫;لא‪s6 p‬א‪ +‬د‪dI‬ذذא‪2،‬نא ‪<v & k‬א‪ +‬دون‪ o‬א‪9‬؟‪،‬‬
‫دونא ‪=2-6‬و‪%"R#‬א‪!،=2‬א©=א‪-%1%‬א ‪ k‬א ‪_ ^W5‬‬
‫‪%"R‬א_و‪=D‬و½&=@‪ ; kd-62،‬ل‪H‬א‪%‬و‪2‬ض‪o‬א‪T5 ZK‬א‪ [E‬ل‪،‬‬
‫‪R‬و&‪%‬א‪w% +Uq^R kdnd،Pv‬نא‪%‬و' ‪%‬م ‪H‬‬
‫‪'¢‬א‪% RX41‬אد‪2R‬אد"‪ K‬‬
‫‪f!"X? =©T5 BS5‬א ‪ k‬و ‪%"Re/‬א_א ‪%‬אدא‪c‬ص‪4+‬ن‬
‫وא‪/h4v-U+,‬ود‪U،eA‬ن‪Dd-%t‬א‪A d 5B‬د?] ‪T5‬‬
‫ ‪%"Ro‬א_א ‪%‬אدودو?‪56 #f‬א*‪9‬وא & !א &‪#I 6‬א‪،456,‬‬
‫‪W5 ¤،s‬א‪s6 p‬א‪ +‬د‪#I‬אא\‪--1% AG& J‬א‪h^،-C‬‬
‫‪d‬ذא ‪R&2‬نא‪=+ H456,‬زא‪"% #m‬א‪!،s+‬א‪-VX42‬א‪? E‬א‪2X‬‬
‫وא‪ At‬د‪1‬وא ‪14‬وא\‪%A1?S‬א' ‪!"T5 %Q‬אא‪R6U،s6 p‬نو'‪K‬‬
‫‪٣٤٥‬‬ ‫ אد‬ ‫ذج א‬
‫م‪-VU?%AT5 m/hRG2‬א‪?v Ht‬و}‪A-]%D Tr‬א‪ ,‬א[‪-‬‬ ‫א‬

‫وא‪!"U-4،@,‬א‪!"[J5 65< d 59-s&t‬א‬
‫א ‪%‬אدو‪%"R‬א‪G2‬و‪R‬دوא?‪f‬א‪#]r &,‬א‪56‬א &‪ K456651 6‬‬
‫‪@~??W56/5‬א &‪6‬א‪#5v‬א‪456,‬و‪2U#‬א‪tp‬‬ ‫ لא‪&Q5‬א‬
‫א‪65‬وא‪ 6 Dt‬وא‪2X‬وא‪1?6,‬و~‪Rtd،"V‬نא ‪J‬א ;‪JK‬زאلدون‬
‫א‪،q +,‬وذ‪#Z¿U 62ً5D=r1z‬א‪W/‬א‪ ;5y‬لא ‪%‬אدאم‪4+5‬ن‬
‫‬ ‫وא‪،-U+,‬و‪FG& J 41GHd‬א ;‪B‬א‪A،J/‬א‪ ;E‬אل‪FK?E‬א‪c‬א‬
‫‪% 5‬אدאم‪4+5‬نوא‪،١٩٩١-U+,‬ص‪ KE٦‬‬
‫أﻫﺪاف اﻟﺤﻤﻠﺔ‬
‫‪% 5‬אدאم‪4+5‬نوא‪R&S 1-U+,‬نא‪_%F‬‬ ‫‪ ^-‬لא‪c‬א‬
‫א‪-K‬א\‪vH "56‬א ‪J‬א ;‪ 4vJK‬م<'‪4‬نא‪-456,‬‬
‫ א[&<و‪،<6‬وא‪T5 CUl‬א ‪J‬א‪c‬ص ‪%‬אدאم‪4+5‬نوא‪ K-U+,‬‬
‫‪!"-‬אא‪_%F‬א‪K‬אم عא‪%"E‬א_א‪ W=&]V‬‬
‫ن ‪Dd56 -‬א‪%B‬אد‪4+5‬نوא‪#-U+,‬א‪456,‬وא ‪ Kf% W1‬‬ ‫‪ -١‬א‬
‫‪ -٢‬א ‪6"wW1‬א ‪%‬אدودو?‪f‬א\‪I?S‬وא ‪JK‬وא *‪،J‬وو‬
‫‪&Ad‬عא‪f!=J5 ,‬א‪ K6"E‬‬
‫‪:; -٣‬א‪T5 J5 ,‬א ون "!אא‪ Uk%6‬א ون‪s‬‬
‫א‪RT5 CUl‬نא‪ 5,‬א‪1'T=J%1‬و‪R‬نא' *‪%‬א=‪ ,9‬‬
‫‪،١٩٩١،‬ص‪ KE٢‬‬ ‫א ;‪K‬א‪F،6A‬א‪c‬א‬
‫ﺟﻤﻬﻮر اﻟﺤﻤﻠﺔ‬
‫ ‪f!"GD‬א\‪-1-s£nd56‬א‪456,‬אא‪ +‬د‪ '،1‬א‪URB‬نذ‪z‬‬
‫ א[&ً‪R‬م‪،ً6‬و' א‪UB‬ن‪Rً65+‬م‪R،ً ،t‬م‪،ً&DR‬و"‪ndًS1RGD J‬‬
‫ אد‬ ‫אא א א وذج א‬ ‫‪٣٤٦‬‬
‫‪¡2s£‬א‪ [R-<&U+‬لو<‪،‬و‪B+H-‬و?‪D‬ل‪،‬و‪< X-‬و ‪<65‬‬

‫‪،<Rnd‬و‪f!"-4‬א\‪P? RT5 {UR4vCU56‬א‪،'E‬و!אא ¡‬
‫ذوאא&‪Z‬א‪-JH% ,‬א ‪T5 CU=HR6U،@5‬א‪<6,‬א!‪@= v^sA 1-1‬‬
‫‪-‬א د‪%5 5,Bt‬אد‪ K-1‬‬
‫إﺳﺘﺮاﺗﻴﺠﻴﺎت اﻟﺤﻤﻠﺔ‬
‫‪R#zkt‬ن"!‪f‬א\‪56‬א ‪1V"6‬א‪%A]V4‬א' *‪m%‬א‪-%1%‬‬
‫א '‪l‬א‪%"Re}F@ Q‬א‪،=2‬و‪%H&"-‬م‪f!"@"R‬א '‪l‬א‪6UQ‬‬
‫‪l1‬א‪ ^-&qB‬ل^ =‪ W‬‬
‫‪C4 -١‬א\‪= ''#56‬א '‪l‬א‪Q‬א‪6U‬ذ‪U‬א‪ 6K‬ن ‪J5 =5‬‬
‫‪R%‬א‪%‬ق‪ndG=D @ 1U#‬א‪%J5 ,‬אً ‪ 6K2?1R-‬ن ‪T5‬‬
‫‪% d‬אد"!‪f‬א‪c‬وא‪@=&1 4-ًA H‬א ' ‪،J‬و‪ 5 1@=HE‬ن‪e5 1Rs‬‬
‫ [‪ 4;G£-1%1-‬و א[&< ' مא\&‪،W‬و‪E‬ند`"!אא‪-1%‬‬
‫ ‪l‬ضא ‪%‬قو‪V~BJkt‬א‪%‬ق‪2KK‬ن‪R‬ولو‪f!"CKU?@"R‬א‪c‬‬
‫‪z‬א\‪x56‬א ‪6‬د"א‪%‬ق‪ndGD 1U#‬א‪ ; dK'?-J5 ,‬لא ‪%‬אد‪KK‬‬
‫‪!z‬א‪2x‬نא‪ 21 #IR% +&Q5‬א‪%K‬א ‪%‬אد‪GHwf?=©U،‬א‪%‬وא‪B‬‬
‫א‪#v‬א‪ 1%A4#4‬ض‪G‬א‪ ,‬א[‪R-‬وא‪ 4v-@,‬א‪ A‬د‪R1‬و‬
‫‪،١٩٩١،‬صص‪ KE٣-٢‬‬ ‫א‪F،? 6 D‬א‪c‬א‬
‫‪%6 -٢‬א\‪T5 56‬א' *‪%‬אمא& אوא '‪K‬א‪t‬א‪ '، & ,‬א‪B‬‬
‫‪mHUR‬א\‪R=&X1%‬مא‪l‬א‪L‬وא ‪-62،1%5‬א '‪K‬א\‪µX1%‬א' *‪%‬אمو'‪K‬‬
‫א‪t‬لא ‪W/h-1V"6‬و‪ N‬و‪d‬ذא و‪ 1C 5‬ن‪،‬و&‪K' 5+‬‬
‫א ‪1%5‬وא‪l‬א‪m½%2L‬א‪6KwH 't‬א‪%D+,‬و^‪Z8‬א ‪m½6U،6‬‬
‫א‪ 't‬د]‪-‬א‪ 'E‬אقא ‪#1%5‬א‪q‬وא‪ 'wU،QF‬אقא‪،6c‬وذ‪z‬‬
‫‪٣٤٧‬‬ ‫ אد‬ ‫ذج א‬
‫ ‪so‬א‪; 5‬وא‪،5,‬و' *‪%‬אم‪{4‬אא ‪?'T5‬א‬

‫و ‪%‬و?; ل"!‪f‬א‪ 'E‬אق‪µًS1R،‬א' *‪%‬אمא‪t‬لא<‪h^،J*k‬‬
‫‪Ae1[-‬د]א‪IR‬و‪R‬א‪B‬و‪Ë1v‬אد‪،1‬و=!‪f‬א‪56/5R1‬א ‪ h‬ل‪nd‬‬
‫‪2U‬א ¡א ‪ '-1V"6‬د‪<1‬و‪ K<6‬‬
‫‪ -٣‬א' *‪f!"m%‬א\‪56 56‬א ز‪s1‬א‪%-K'56 +,‬א‪1‬א\‪T ;56‬‬
‫‪P 5'R]!* ،= 1=H‬א ‪%‬وא‪& ,‬א‪2XU=2R%‬א'‪@L،+K‬‬
‫ ‪?%‬ج א‪2X4‬א'‪5K‬א‪=kR#"%kRT ;،‬א ‪%‬אدא ‪^»#J5‬‬
‫א;א ‪%‬אد‪ K‬‬
‫‪; -٤‬ولא‪ 6K‬ن ‪T5‬א\‪4Z&56‬א?א ‪]4‬א א;‪565ً&،]%‬وא‪w+‬م‬
‫א!‪ I‬د]‪ 1‬زم ‪56‬א ‪4‬א?‪ K‬‬
‫‪! &%& !^R -٥‬א'‪K‬א‪ 56\hc‬א‪ *5= U‬אא ‪5‬א *!‬
‫‪A-‬א‪T5 <6K‬א ‪%‬אد‪B%U‬א‪,‬א‪<A‬وא‪<v ,‬و"‪!4‬א‪ K‬‬
‫اﻟﻮﺳﺎﺋﻞ‬
‫‪µ%‬א' *‪%‬אمא‪-%1%‬א '‪K‬وא& אא‪ '،t‬א‪1V"£mHURB‬‬
‫‪R‬و‪R £‬وو‪"D‬و<‪،*k‬و' א‪RX1%;mHURB‬مא‪،L‬و"!א‪s‬‬
‫‪sQ H‬א\‪56‬و ‪==D‬א ‪e[&4IV"6‬א‪456,‬א‪=& r 4,‬وא&‪،K‬‬
‫و ‪]o/5==D‬وאد‪-1‬א‪4+‬ن‪،‬و‪ 65‬א[‪-‬وא‪،@,‬و‪@5 65‬وא‪،JE‬‬
‫و"‪!4‬א‪،‬و‪f!"@"R-‬א '‪ WJ51K‬‬
‫أوﻻً‪ :‬وﺳﺎﺋﻞ اﻻﺗﺼﺎل اﻟﺠﻤﺎﻫﻴﺮﻳﺔ‬
‫א!"!‪f‬א '‪wUK‬دوא?‪f!F+K‬א\‪=9Hw2،56‬א‪%‬و?א‪56 #{UE‬‬
‫א ‪،‬و‪f!"@"RJ5162‬א '‪ WK‬‬
‫أ( اﻟﺘﻠﻔﺰﻳﻮن‪:‬و‪ ^-‬ل"!אא =ز‪m%A‬א{אوא‪vHE‬א ‪ W‬‬
‫ אد‬ ‫אא א א وذج א‬ ‫‪٣٤٨‬‬
‫ضא&‪%‬وאא ‪H 1C 5‬א ‪Ro‬دא ‪56VLw‬א ‪%‬אد ‪T5‬‬ ‫•‬
‫א א\‪ 4‬وא‪،5"E‬و ‪T5‬א‪<1 +,‬א‪J 6 Dt‬وא د‪،I‬و‪! &µ%A‬‬

‫"!‪f‬א&‪%‬وא ون‪s‬א ‪ 1C 5‬نא‪ +‬د‪،I‬و‪A‬مא‪ 6K‬ن ‪T5‬א\‪%1%/ 56‬‬
‫א‪f!F[E‬א&‪%‬وא‪ '،‬א‪URB‬نذ‪:;-z‬א‪R،WS‬مא ‪mA‬א‪c‬ص‬
‫ضא ‪R،JH 1C 5‬م‪-C‬א‪c‬ص‪56‬א ‪%‬אد‪K=+ H‬‬
‫א' *‪m%‬א‪?%‬א‪،‬وذ‪@1% z‬א‪%"v,‬א ‪e1[- 5X6‬‬ ‫•‬
‫א‪<5X6,‬א‪ +‬د‪<1‬א‪,‬و‪،ً1V"£<2‬و‪@1%‬א‪ 2E‬مא‪5UkT5 ]V‬‬

‫‪H‬א‪KHL٣٠]%,6 +‬‬ ‫א‬
‫ضא ‪@5‬א ‪- JKL‬א ‪%‬אدא!‪f% RI‬א‪CU,‬א [‪ 565¥‬א‪,‬‬ ‫•‬
‫وא‪ At‬د‪،1‬و‪4‬א?‪K]-XURGX‬‬
‫• [‪@1%Z5‬א^‪- h‬א ‪%‬אد‪ ^-‬لא{אא ‪H 1C 5‬‬
‫א‪,‬و‪K2‬‬
‫• ‪@1%‬א‪ 5,‬א‪- +,‬א ‪%‬אد‪ [¢‬ل‪#‬א‪@=N‬א ‪KH 1C 5‬‬
‫‪- 1?^d'?@1%‬א ‪%‬אد‪K‬‬ ‫•‬
‫• א‪ 't‬د]‪-‬א‪+,‬א ‪H 1C 5‬و‪?k:‬א ‪%‬אد‪KF ^-‬‬

‫‪H‬א ?‪k‬د‪1‬ذאא?]א‪]V‬א‪K&&,‬‬ ‫א' *‪%‬אمא‬ ‫•‬
‫ب( اﻹذاﻋﺔ‬
‫• ‪mA‬א ذא ‪@1%‬א‪-VX4‬א&‪%‬وא; لא ‪%‬אدو‪m%A6U،G 6"R‬‬
‫א‪-VX4‬א{אא‪،Ghc‬وذ‪{ z‬א{‪H‬אمو‪z!U‬א‪JHX‬وא‪E‬و?و‪KJ‬‬
‫‪m%A‬א ذא א ?א‪?%‬א; لא ‪%‬אد‪K‬‬ ‫•‬
‫‪٣٤٩‬‬ ‫ אد‬ ‫ذج א‬
‫• ^‪m‬א\‪- 5‬א ‪%‬אد^‪#h‬א‪=N‬א ‪T5 %6‬א‪:‬‬

‫א‪،k,‬وא‪U?v,‬א ‪H4ds،=21V"6‬אد ‪T5‬א' ‪?+‬אא‪- <6 +,‬‬
‫[‪/5#<K^Re1‬א ;‪B‬אא‪K‬‬
‫ﺟـ( اﻟﺼﺤﻒ‪ :‬اﻟﺠﺮاﺋﺪ واﻟﻤﺠﻼت‬
‫‪mA J١‬א א‪%K‬وא‪?kv& p‬א ‪%‬אد[ אلא\‪K56‬‬
‫‪m%A J٢‬א‪-VX4‬א&‪%‬وאوא ‪/‬א‪ ;2/‬لא ‪%‬אد‪K‬‬
‫‪&µ J٣‬ولא‪-%1%‬א‪ o ,‬א‪% 5 ,‬אد ‪P Ue1[-‬א‪C‬وא‪1‬‬
‫وא‪t,‬و ‪J'?e1[-‬א‪KV41?4‬‬
‫‪% dµ J٤‬אدא‪e; ,‬א‪% hc‬אد ون‪/5s‬א ;‪B‬א‬
‫א‪K‬‬
‫‪m%A J٥‬א‪-VX4‬א‪?Ê‬وא ?‪1‬א‪ ;2/‬ل‪[vH‬א ‪%‬אد‬
‫‪R‬و‪wًt‬ول‪K‬‬ ‫و‪R6U،G6 R‬ز"!‪f‬א‪W/‬א‪& 6 D‬א א‬
‫د( ﻧﺸﺮة اﻟﺘﻌﺪاد‬
‫‪m%A‬א\‪]vH56‬دو?‪- 1‬א ‪%‬אد زع {א‪%‬وא‪K‬א\‪، 4‬و‪&h‬د‪e1‬‬
‫א{‪،%1‬وא &دق‪،‬وא ‪6‬א‪،1Vc‬وא‪? +‬א‪،‬وא‪-UE‬א‪،‬و}‪f!"6‬‬
‫א‪%‬و?‪1‬א‪-VX4‬א‪?Ê‬א‪% hc‬אد‪ 6U،‬م ‪@1%‬א'‪K‬א‪F‬د‪2‬‬
‫‪:;nd‬א‪ ,‬א[‪-‬وא‪T5 @,‬א ون‪/5J © s‬א ;‪B‬אא‪2U#‬‬
‫‪،١٩٩١،‬صص‪ KE١٢-٤‬‬ ‫א ;‪B‬א‪F‬א‪c‬א‬
‫ﺛﺎﻧﻴﺎً‪ :‬اﻟﻮﺳﺎﺋﻞ اﻻﺗﺼﺎﻟﻴﺔ اﻟﺼﻐﻴﺮة واﻟﺠﻤﻌﻴﺔ‬
‫"!‪f‬א '‪K‬א‪ 1C 5 U،1V"£m+t‬ن‪،ً X‬و‪*km+‬‬
‫‪tU‬لא<‪،J*k‬و"‪6vJ‬א ‪، 1%‬وא‪،Q+,‬و‪{4‬אא ‪،‬‬
‫ אد‬ ‫אא א א وذج א‬ ‫‪٣٥٠‬‬
‫وא '‪،l‬وא‪،5,‬وא‪،1 ,‬و~‪V‬ذ‪،z‬و‪%‬א' *‪f!"m%‬א\‪56‬א‪%1%‬‬

‫‪f!"-‬א '‪K‬وא& א‪%HJ5162،‬م‪ W=&ًS‬‬
‫‪ (R‬א' *‪%‬אم?'‪{ K‬א‪،WF‬و‪A?R‬م&‪ 65-4‬א[‪-‬‬
‫א‪t‬ل=وא‪ ;f%11BJkIR- ?+ 't‬لא ‪%‬אد‪ K‬‬
‫‪،W‬وذ‪so z‬א?אא‪&&,‬‬
‫‪ (P‬א' *‪%‬אم‪ 2‬א‪V‬א‪B=4‬وא‪f,‬وא‪ F‬‬
‫و‪?k‬א ‪%‬אد ‪ K=5‬‬
‫‪ ( D‬ز‪s1‬א‪1 ,‬وא‪#5,‬א‪-UE‬א;‪?k5‬א\‪56‬‬
‫و‪-ًS‬א?אא‪ K&&,‬‬
‫د( א' *‪%‬אم‪{4‬אא א‪#]?+‬א‪e[&,‬א&‪qA-K‬و"‪،Q‬‬
‫^‪ 'R#h‬א‪=A‬א‪ K 'E‬‬
‫"( [‪s‬א‪U!,‬אوא و‪@1‬وא ‪%‬אولא‪o1‬א}‪?k6‬א\‪56‬‬
‫وא?אא‪ ;&&,‬لא ‪%‬אد‪ K‬‬
‫و( א‪ 't‬د]‪Uk-‬א&א ‪ KJ 6‬‬
‫ﺛﺎﻟﺜﺎً‪ :‬اﻟﻮﺳﺎﺋﻞ اﻻﺗﺼﺎﻟﻴﺔ اﻟﺘﻘﻠﻴﺪﻳﺔ واﻟﺘﺮاﺛﻴﺔ واﻻﺗﺼﺎل اﻟﺸﺨﺼﻲ‬
‫‪- K'?@1% -١‬א ‪%‬אد א'‪6KR‬א‪Z8^#h^،%D+,‬א ‪ Ks6‬‬
‫‪Ë1v:;-٢‬א‪T5 K‬א‪t‬ل‪6"Rv@=5KAB&w‬א ‪%‬אد‪ K@F‬‬
‫‪ -٣‬א‪H 't‬د]א‪h IR‬א\‪@=5"RndeK‬و‪ '،@=KA%hR‬א‪URB‬ن‬
‫"‪Bti‬אد]‪R]!'R‬م[ ‪%P‬א?س‪R،‬م © <‪R،‬م?‪D‬ل‪6 R‬ل‪ K‬‬
‫‪ -٤‬א' *‪%‬אمא‪t‬لא<‪<J*k‬א‪,‬א‪<A‬وא‪<v ,‬وא‪ ,‬א[&<‪،‬‬
‫^‪ ,h‬א[‪¥‬א‪e[&,‬א ]وא&‪ KK‬‬
‫‪٣٥١‬‬ ‫ אد‬ ‫ذج א‬
‫اﻟﺮﺳﺎﺋﻞ‬
‫‪%‬א!א'‪K‬א‪nd=D ,‬א‪4kR]% J5 ,‬ل‪z&=2،‬א?אא‪،&&,‬‬
‫و"‪q% t%A65U]% - ]? J‬א‪R6U،v‬ن"&‪K'?z‬د?א ?]‬
‫‪]VA5X½-‬و‪@52‬و‪nd2od،JKL‬א\ א?אوא‪vA&,‬و‪Gk‬ذ‪،z‬‬
‫و"!‪f‬א'‪5m%AK‬א‪:;،‬א‪ ,‬א[& نوא‪ 6,‬ن‪-‬א‪6U،P‬‬
‫‪:;،]VXUq^R5ًS1Rm%A‬א‪ 6,‬ن‪-‬א‪،ZHDE‬و‪CD kJ5162‬‬
‫‪ HR@"E‬אع"!‪f‬א'‪ WK‬‬
‫‪ -١‬اﻟﻌﺒ ــﺎرات اﻟﻤﻘﻨﻨ ــﺔ‪ndr& :‬א‪1‬א א' =‪µ‬א ‪f!"ndh‬‬
‫א'‪R|; H&H2،K‬نא‪T5 <6K‬א\‪56‬א^ ?وאא‪< &L‬و‪،&&]? <?R‬‬
‫?و ‪%h=2J‬قא‪q y‬و'= א =@‪،‬وא ‪ h‬ل‪2Und‬א‪ ,‬א[&<وא‪-<6,‬‬
‫א‪? v £m½6U،P‬א&=‪-<665‬א‪ ،@ 1:;،ZHDE‬د]‪،‬‬
‫‪d‬אز‪?k‬א\‪f!"@1%s56‬א?א‪nd‬א ‪،? =6‬و‪f!"@1%µ%‬א?א‬
‫‪=Q5‬א\‪ 4‬وא‪5"E‬א}!א‪#U?v,‬א\‪K' m¿%A6U،56‬א م‬
‫א‪ +‬د‪،1‬و &‪f!"@1%%‬א?א‪f!F‬א =?و ‪ًS1Rm‬א^ ‪f!"h‬‬
‫א =‪،‬و ‪%AJ‬م‪-F‬א?א‪=&1 4sZ'& 1‬א‪c‬ص‪ K‬‬
‫‪ -٢‬ﺷـﻌﺎر اﻟﺤﻤﻠـﺔ‪ 4 1 :‬ن‪?k‬א\‪?k-56‬وزא?]א‪,‬وא‪ At‬دא [‪¥‬‬
‫‪=5 Z¿U ]? s‬א ‪%‬אدאم‪4+5‬نوא‪C14k-@L،1 9-U+,‬‬
‫ _‪-‬א ‪ 5V"6‬ن‪CS^R‬دאد‪#GS^]%k‬א ‪]%‬א‪=5 m U‬‬
‫?]&&‪?J"ًS1R‬א ‪%‬אد‪'R‬سא &‪6‬א‪،?G;d#&@"+25v‬و‪%A‬‬
‫‪f!"m£‬א?]‪h^]% nd‬א ‪1C5‬وא‪E‬و?د‪ K=&1‬‬
‫‪{1‬ز"!אא‪s£T5 ?v‬א‪ ,‬א‪% hc‬אد‪،‬و ‪s£T5‬א‪; 5‬‬
‫א ?‪k‬د‪1‬وא‪%F‬א‪1‬وא‪5,‬א‪@Alhc‬א‪&,‬زل‪{16U،‬ز ‪T5‬א‪2%‬א‪'?%,‬‬
‫ אد‬ ‫אא א א وذج א‬ ‫‪٣٥٢‬‬
‫و‪U‬א‪Q &,‬ذאא ;א‪&C‬א‪%y‬ود]‪8 6U،‬وز‪È‬ع"!אא‪s£T5 ًS1R?v‬‬

‫א‪W/‬وא‪ p‬אد?]‪< 5‬אوא ‪Rً65 ،1C5‬ن"!אא‪]%BD?v‬‬
‫‪Q;R‬م‪ K 5 g‬‬
‫‪ -٣‬اﻟﺮﺳـﺎﺋﻞ اﻟﺪراﻣﻴـﺔ‪µ% :‬و‪ 4h^V1so‬א‪ ,‬א‪?%‬א‪56‬‬
‫א ‪%‬אدو‪[ U‬א א ‪!"[@L،G1V"6‬א‪UvA&#‬א‪1 %‬‬
‫ن‪#‬א‪،456,‬و‪x '?%‬א‪A&,‬و& !א‪m½،JK%4v6‬א‪D‬‬ ‫وא‬
‫‪ H‬ص"!‪f‬א‪%"v,‬א ‪6 U¤62h^،5X6‬א‪,‬א‪<A‬وא‪،<2v,‬‬
‫‪'T5‬א‪X,‬ل‪D?@1% U،‬א ‪%‬אد‪ 65G+ H‬א[‪،-‬و‪ U‬و‪e5so‬‬
‫א ‪%‬אد‪،‬و‪Gk‬ذ‪ Kz‬‬
‫اﻹدارة واﻟﺘﻨﺴﻴﻖ واﻟﺘﻤﻮﻳﻞ‬
‫‪]%1D1}K?='R1& -‬א ‪]1C‬‬ ‫ ‪ 4‬ن‪d‬دא?]א א‬
‫و ‪DWJ" 5 g <5X1 S‬א‪ 'z5,‬د‪،‬ووزא?]א م‪،‬ووزא?]‬
‫א‪،/‬ووزא?]א‪%‬א^‪،5‬وא‪CU,‬א [‪ 565¥‬א‪,‬وא‪ At‬د‪ 1‬زא?]‬
‫א‪,‬وא‪ At‬دא [‪ًS1R،¥‬א‪f!"#lk‬א‪ 5X&Q5‬ن‪-‬א =زא‪56! &,‬‬
‫א ‪%‬אدאم‪4+5‬نوא‪ K-U+,‬‬
‫‪2،s‬ن"!אא ‪6‬زج<"!‪f‬א&‪h‬א½‪#T k AX‬א‪456,‬‬
‫'= ‪56‬א‪t‬لوא &‪se+‬א =א\‪ 4‬وא‪،S2R4v5"E‬و‪@"R-‬‬
‫‪!"#µ‬אא‪ c‬ص‪ W‬‬
‫‪-١‬א‪t‬ل‪w‬א‪B‬א‪e[&,‬وא ?אא ‪d#6"+65@F‬א ‪%‬אد‪ K‬‬
‫‪m½ -٢‬א‪ 't‬د]‪H4d-‬א =א ‪65‬وא‪، U14+‬‬
‫وא‪،%",‬وא زא?אא‪ K 5 *,‬‬
‫‪ -٣‬א ون‪s‬א =א\‪ 4‬א&‪,Uh^s'R@r‬و?وא‪ K/‬‬
‫‪٣٥٣‬‬ ‫ אد‬ ‫ذج א‬
‫‪-٤‬א ون‪s‬وزא?]א\وא‪E‬و‪Eً'F_A‬وא‪B^-Z5‬א‪%D+,‬‬
‫א ‪nd]?k‬א ‪%‬אدو‪ KG 6"R‬‬
‫‪ -٥‬א ون‪s‬وزא?]א{قوא{‪%1‬وא‪UkE'FWF‬א‪ً;tt‬‬
‫‪%h‬א?[‪^s‬ص ‪-‬א ‪%‬אد‪?k6‬א ‪%‬אد‪ K‬‬
‫‪ -٦‬א ون‪s‬א‪+'i,‬א‪%chc‬א‪e[&U#‬א‪456,‬‬
‫‪B=4U‬وא‪WF‬وא‪so f,‬א?אא‪&&,‬و‪?k‬א ‪%‬אد ‪T5‬א א‪ KV‬‬
‫‪ -٧‬א ون‪s‬א\سא [‪¥‬وא‪G vHR#U?v,‬א‪% ,‬د]‪WX‬א‪D=,‬ن‬
‫א [‪l5¥‬א‪.‬وא‪ K2X‬‬
‫‪ -٨‬א ون‪+'is‬א‪1 %‬وא نو‪vHR#=6"+q%2‬‬
‫א\‪،56‬وو‪5so‬و ‪?k6}1‬א ‪%‬אدوא?אא‪ K&&,‬‬
‫نא‪#* ,‬א‪%F‬א‪،1‬وذ‪-z‬‬ ‫‪ -٩‬א‪t‬ل‪+'i‬א‪1 %‬وא‬
‫ ز‪%"s1‬א‪،HN1‬‬
‫‪DR‬א‪t‬ل‪Uv‬א‪q{4‬وא& و~‪-"V‬א‪ Uv‬‬
‫‪f!"?k=5‬א‪?ksUv‬א ‪%‬אدوא?אא‪ K&&,‬‬
‫‪6=1ًS1R -١٠‬א‪ 6K‬ن ‪T5‬א\‪-@"V"£56‬א ¡~‪V‬א‪!،‬א‬
‫‪µ‬א‪t‬ل‪? +‬אא‪%‬ول~‪V‬א‪،‬و‪?»!^R‬א‪ ;@=K‬ل‪@"1 ? U‬‬
‫و‪S2R‬אقא‪ h 5%* +,‬ل‪@=d‬و‪H4d‬א ‪ &A{ @=.%/‬אא‪t‬ل‬
‫א‪ +‬د‪1‬وא& אא‪? +hc‬א‪ K‬‬
‫اﻟﺘﻘﻴﻴﻢ‬
‫א‪:/‬א ;‪%‬א!‪ ;xµI‬ل"!‪f‬א\‪U56‬ن‪Ddµً ً ًX³‬א¨‪B&LRf‬‬
‫'‪V‬א\‪،56‬و‪U%‬نא‪ ,‬د‪V'q%2:/‬א\‪e} 56‬א‪_%F‬‬
‫א‪ v&,‬د‪،‬و"א\‪eK‬א‪T5 % +‬ز‪1‬د]‪2‬صא\‪56‬وز‪1‬د]‪#=2‬‬
‫א א ‪ K1V"6‬‬
‫ אد‬ ‫אא א א وذج א‬ ‫‪٣٥٤‬‬
‫‪µ%‬א' *‪%‬אم & ‪ v‬א‪BRs£m5¹K‬א‪،456,‬و‪5¡'Rm6o‬‬

‫א‪nd2od،H 't‬א אא‪~ %‬א‪،2‬א‪-VX4‬א‪5¡'E‬א‪6=,‬وא‪"5 ,‬‬
‫د?א‪ 5,‬אא' " ‪-‬א א‪% hc‬אدא‪4+‬نوא‪،-U+,‬و"‬
‫‪%"R‬א_א ‪%‬אد‪،‬و‪"R@5 q%‬א‪!=&,‬אא ‪%‬אد‪،‬و‪ H‬عא‪6"+,‬א م=‬
‫‪R@=56 =D‬ود?א' =@‪،‬و"‪ ;@=K‬لא\‪،56‬و‪nd‬ذ‪U،z‬ن ‪%‬د‬
‫א&‪،ً*k٥٤١‬و‪ 56- +H5mHU‬ن‪"i‬א ‪@5‬א ‪ 262J‬ق‬
‫‪"i6-+Hm56U،٪٤٥‬א‪1 HX‬א‪t-+HR،٪٣٦P?1‬‬
‫‪ K92٪٣m5%2ً "i6‬‬
‫ذ‪2RUU‬אدא&‪% ،‬א‪ً*k‬وא;‪%‬אً‪w،‬ن‪56ً65 @=1%‬א ‪%‬אد‪6U،‬‬
‫‪2R‬د‪-]VU+H‬א&‪w٪٦٠‬ن‪?%‬א‪2,‬א‪% hc‬אد‪mHU‬א‪،2/‬‬
‫&‪2R-+Hm56‬د‪w‬نא ‪ 1C 5‬ن" ‪?%‬א‪،92٪٢٨ 5,‬و‪+Hm5‬‬
‫‪RqR?-7‬نא ذא "‪R،92٪٧G 5?%J‬א&‪ J=2Z+‬ز <‬
‫א '‪K‬א‪t‬א‪v&UqÊ‬אوא‪2R@r<ً S1R،; 5‬א دא&‬
‫‪@= 2‬א;& !א ‪%‬אد‪R6&،٪٨٦‬و‪R٪٧١o‬ن‪%"R‬א_א ‪%‬אد"‪J‬‬
‫א *‪،9‬و‪2R‬د‪R٪٧‬نא‪V~_%F‬وא‪،o‬و; ل‪2RK‬אدא&\‪56‬א ‪%‬אد‬
‫و;‪%2=6Q‬ذ‪RE٪٣٩Fً*k١٧٧U‬ن"&‪-%1C65D;z‬אא ‪،‬‬
‫&‪2R6‬د‪2١٨٣‬دאً‪E٪٤١F‬و‪2٨١‬دאً‪RE٪١٨F‬ن;‪U=6Q‬ن‪ً 2U‬و‪T5 ً X4‬‬
‫א‪ KZl‬‬
‫‪Dd@ 1‬א‪q%2,I%:³IRB‬א\‪،56‬و}‪4v=QK He‬‬
‫‪J65‬د‪،-4،eA‬و‪ o ,]C6U‬عא\‪2R،G+ H56‬دא‪%‬אدونوא‪ v ,‬نوא‪,‬א‪ A‬ن‬
‫‪@=Hw‬و‪%D‬وא‪U‬ون‪-‬א ‪،? =6‬و‪1@=HR‬د‪ 2‬א‪R 4v1R‬و ‪A‬‬
‫‪٣٥٥‬‬ ‫ אد‬ ‫ذج א‬
‫‪،1‬و‪-- 4‬دون‬ ‫;‪،‬و‪!"qC1%AGH2s‬אא&‪56/5Q‬א‬

‫‪2-zk‬ن"&‪z‬א‪-%1%‬א אא‪qÊ‬א‪!"#ZHF‬אא&‪X،Q‬‬
‫אزد‪1‬د‪+H‬א ‪ 4v@5‬م‪#‬א‪Rz5 Z1:³،456,‬ن‪-ً %‬دون‬
‫و‪ D‬د‪2R- 6N‬אد‪P/hR-f‬א ‪@5‬א ‪ 41%AGHR6U،%‬ن '‪K‬‬
‫א مא‪#]v &,‬א‪456,‬دو?‪56 #‬א ‪ 4vJ‬م‪W5 g#،‬א‪1S‬‬
‫وא‪ o ,‬א‪5y‬وא‪f!"U،,‬א א‪% 5; -4‬אدא!‪#IDRI‬‬
‫א‪P?1A456,‬א‪ Kً -1v‬‬
‫ﻧﻘﺪ وﺗﻘﻴﻴﻢ ﺧﻄﻮات اﻟﺤﻤﻠﺔ‬
‫‪%&'J5162‬مא&‪ c%‬אא\‪l6U56‬א‪s،&qB‬א‪l t‬א_‪%‬م‬
‫; & ‪T5‬א‪-VX4‬א‪? E‬א‪f!"#H% +‬א‪56‬א&‪'T5 ،1%‬‬
‫א‪X,‬ل‪s +HW‬א\ ل ‪T5‬א'‪K‬א‪2UT5 6U،56\hc‬‬
‫א‪ 5,‬א‪:/5 ,‬א!‪DdµI‬א¨‪V'B&LRf‬א\‪ K56‬‬
‫‪ -١‬اﻟﻤﺸﻜﻠﺔ اﻟﺒﺤﺜﻴﺔ‬
‫‪f!=2،1‬א\‪D@ =56‬א‪B‬א‪. /‬‬ ‫‪@r54vJ"6U‬א\‪ 6‬א‬
‫א ز‪% ،‬א‪ًX³‬وא;‪%‬אً‪U،‬ن‪ H-‬عא‪. /‬א‪ ,‬א @‪B&LR‬א\‪،56‬‬
‫‪. /@ =56\2‬א !‪1‬א‪% ,‬א= @‪?%‬א'א‪R،54 v,‬وא‪ o ,‬ع‬
‫א‪c‬ص\‪،56‬א= @‪?%ًS1R‬א'א ‪? =6‬و^‪GK‬א& ‪+‬وא‪ 6 Dt‬‬
‫وא‪~ %‬א‪،2‬و دא‪G‬א‪،t‬و‪G A q%‬و‪ o G 2‬عא\‪،56‬و‪Q H‬‬
‫‪%‬م‪Dd‬א‪f!"B‬א‪2. /‬نא ‪ndGD‬א ‪ 41-V"6‬ن ‪ً=D‬د‪ &%A6U،ًA‬‬
‫&‪Dde1[- td=2 -4t+K? 4v]% G‬א‪. ³B‬א !‪1‬א‪،% ,‬‬
‫‪@=2q%_HWU،ً X62‬א ‪ o ,? =6‬عא\‪56‬؟و"‪J‬א‪BkE‬א‪=21‬‬
‫و‪z5‬א‪;=21t‬لא\‪56‬؟و"‪XURJ‬א ‪ 5D;V"6‬؟و"‪J‬‬
‫ אد‬ ‫אא א א وذج א‬ ٣٥٦
1! ‫א‬. ³‫ن‬2s‫و‬،‫!א‬4"‫=@؟و‬d‫ ل‬h 5"‫אذ‬J&1‫א‬K' ‫א‬

e1[- z‫وذ‬،VU4v_‫א‬%k#56\‫א‬T5 <6K‫א‬% +% ,‫א‬
‫א‬ ‫א‬K' ‫"@א‬R%1%}J ‫و‬،56/51 HX‫ووא‬E‫א‬V"6 ‫א‬%1%}
‫م‬% -4،"?‫א‬4q%‫א=و‬%* '‫א‬Z(‫א‬K'‫א‬%1%}‫و‬،=H 't‫א‬-4
_%F‫مא‬%t=HR‫و‬R، = V~K'?@1%nd‫ د‬1%A. /‫א‬f!"‫אم‬%* '‫א‬
T5 7Ì8‫ن‬d=%1[‫ن‬Rz‫ذ‬،=+ H56\‫א‬ndBJ+?‫و‬،/h4v
‫"!א‬qH&5‫و‬،? =6 ‫ ?א&;ل"!אא‬e1[- T&=H2X/‫'א‬E‫א‬
‫و"!א‬،56/5H 1C 5 ‫?אא‬%‫א‬K'‫א‬-VXU#ً6+‫ن‬UsA ‫א ?وא‬
5X6 ‫א‬56\‫א‬%"v#Stereotype ,‫א‬B‫وא?א‬6&‫א‬-VX4‫©= ?א‬ndq‫د‬R
Gdm5h se 1t4v=S#-[‫ א‬,‫=א‬r2K@,‫وא‬-[‫ א‬,‫ ?]א‬
،@,‫زא‬R6U،&H%#‫&و‬H‫@<©=א‬1f%‫ن‬RZ1=r‫ون‬،& 2L
KS/ V~‫و‬JK~ ~4v،1%&F‫ لא‬hE‫ذوא‬h^
6UK‫ א‬v & T5 %;‫وא‬:³IDR%2، ,‫א‬1! ‫א‬. /+&
& ‫ن‬d‫و‬،%;‫وא‬:³-XURB‫א‬DdS2E‫א‬-s‫ن‬U‫ و‬G& &L%}‫ن‬Re'
،=& ‫א‬h^،65 ,‫א ¡א‬T5 VU4vCU?%AmHU‫ول‬E‫א‬:/‫א‬
‫אد‬% 2‫ًو‬65 ¡ ‫א‬XUR-‫ ن‬4‫ن‬RZ(ًS1R¡ ‫א‬f!"‫ن‬R_H-‫و‬
‫ ع‬o ,G6=2q%‫و‬J5 ,‫א‬- ]‫ز‬/&]? h& R&‫א‬f!"s‫و‬،G2‫א‬%"R‫و‬
‫و‬R، 4‫א‬. /‫א‬T5 ‫د‬6 t‫نא‬4 ‫ن‬U‫و‬،=%* +1‫א‬K' 5‫و‬56\‫א‬
K *&,‫@א‬5 ‫ذאא‬H4+‫א‬e[&,‫א‬s‫و‬K&‫א‬e[&,‫א‬#h^ &‫א‬
‫و"!א‬،1%‫א‬. /T6+‫و‬R،D‫אא‬1! ‫א‬. ³B‫א‬Dd@ 1
56\‫א‬q%‫س‬As +H&Hd/h،56/5Q&‫א?א‬%=&5(
‫‪٣٥٧‬‬ ‫ אد‬ ‫ذج א‬
‫‪q%e1[- 14v‬ونא‪sJ5 ,‬א‪%‬אد‪d-1‬ذא‪%D]VUmHU‬אً‪-4،‬‬

‫‪-VX45‬א אא‪qÊ‬دو?אً‪!"#‬אא ونא‪V4‬א!‪GI‬א‪%‬אد‪. ³K‬‬
‫א !‪1‬אא‪&D‬א‪-VX4‬א‪ 5,‬א‪ ;6=,‬ل‪f!"6"+q%‬א\‪56‬‬
‫‪1‬و‪T5 "LR‬و‪P‬א‪ ,‬א[‪-‬وא‪#H% =HR6U،@,‬و‪so‬א‪'E‬وא‪[E‬‬ ‫א‬
‫وא ?אא‪ 6\'&,‬א ‪%‬אدא‪ K5 +,‬‬
‫‪ -٢‬ﻣﺸﻜﻠﺔ اﻟﻬﺪف‬
‫‪R%‬ن‪%"R‬א_א\‪;HT5 C456‬א ‪T5 K?4vC4=HRIR،‬‬
‫א ‪@5‬وא‪ ^-2,‬ل^‪e5‬א‪ ] /‬א ;‪z5h^،K‬א ‪e5‬‬
‫ ‪%‬אدאم‪4+5‬نوא‪K-U+,‬و‪-4‬א\‪6}ًS1R56‬א‪%"E‬א_א‪1 HX‬א‬
‫‪&Ad_%= +‬عא‪ J5 ,‬ون‪s‬א‪%‬אد‪R%،-1‬ن‪!"6"RW1@ 1‬אא ‪%‬אد‬
‫ودو?‪f‬א\‪I?S‬وא ‪JK‬وא *‪ KJ‬‬
‫‪R#zkt‬نא‪%"E‬א_‪mHU‬وא‪/o‬ود‪UGHRtd،VU%;ndA‬ن‪ 1‬ز‪H‬‬
‫א _ ‪q%T5‬א‪2,‬א ‪!=1V"6‬אא ‪%‬אد‪،‬و‪-[ 5G 6"R‬وא‪ ,‬א[‪-‬وא‪،@,‬‬
‫‪! &A‬א\‪،56‬و"!א‪xR#&U&HR¥1‬א\‪D D‬א‪ v :³B‬א‪#^%1JK‬‬
‫‪H‬ق‪1! T6+1‬א‪،% ,‬א!‪UG1[- I‬ن ‪4‬نא\ ل ‪Z+HT5‬‬
‫א‪2,‬א ‪561V"6‬א ‪%‬אدو‪d‬د?אא‪K=J5 ,‬و"!א ‪T5 H% +1J‬‬
‫‪2‬א [?א&‪+‬א!‪R&J&1I‬ن‪@ G26H‬א‪2R2U2,‬אدא ‪? =6‬‬
‫א‪ K_%= +,‬‬
‫‪ -٣‬ﻣﺸﻜﻠﺔ ﺟﻤﻬﻮر اﻟﺤﻤﻠﺔ ‬
‫"!‪f‬א\‪s£6v1V"£56‬א‪ +‬د‪<1‬و‪-1-2U‬א‪U-4،456,‬ن‬
‫‪-‬א‪l ,‬ض‪z52‬א ‪V"6‬א} ج‪،XUR nd‬و‪z5‬א‪F‬א‪]?%‬‬
‫‪T5‬א ‪T5 VLw‬א ‪V"6‬א‪D?%2%= +,‬א‪E‬و‪،n‬و"!א د]‪? =6 G6+H‬‬
‫ אد‬ ‫אא א א وذج א‬ ‫‪٣٥٨‬‬
‫א‪E‬و‪J‬وא‪،I HX‬و"!‪f‬א‪. ³e1[- td@ tًS1R2,‬א !‪1‬א‪،% ,‬א‬

‫‪T5 _ HF ^-‬א ‪V"6‬א‪E‬ووא‪1 HX‬و^‪=K‬א& ‪+‬وא‪ 6 Dt‬‬
‫وא‪~ %‬א‪T&+ 1T ;،2‬א ‪ h‬ل‪=d‬وא‪ K=5 CUl‬‬
‫‪ -٤‬إﻳﺠﺎﺑﻴﺔ إﺳﺘﺮاﺗﻴﺠﻴﺎت اﻟﺤﻤﻠﺔ وﺟﺪوﻟﺘﻬﺎ‬
‫‪! H%‬א‪ 6K‬ن ‪T5‬א\‪!"56‬אא ‪-BC‬א\‪4v56‬د‪،eA‬وא' *‪ %‬א ‪]%‬‬
‫‪C4‬א‪l'd‬א‪e 6=Q‬و[א\‪:;K56‬א' *‪ %‬אو'‪K‬א‪t‬ل‬
‫א ‪1V"6‬א‪ & ,‬א‪%,‬א^ ‪]?%@=H‬א‪f!F]V4‬א '‪e5^T5 K‬א‪] /‬‬
‫א‪q%2,‬א ‪_%":;،V"6‬א\‪56‬א‪E‬ولوא‪R%6U،K‬نא\‪56‬‬
‫א' *‪ &A]% m%‬אא‪=&،q^R‬א ‪J"D‬وא ‪،I%5‬وذ‪ h 5z‬ل‪nd‬‬
‫א ‪V"6‬א‪Rh^،2%= +,‬و¡‪z‬א!‪@=dt-1‬و'‪K‬א‪t‬لא ‪ K1V"6‬‬
‫‪R%6U‬نא\‪56‬א' *‪56 m%‬א ز‪s1‬א‪-K'56 +,‬א‪%‬א‪T ;1‬‬
‫א&=‪،1‬و‪P 5'w‬א ‪%‬وא‪،& ,‬و"!א‪[se 1‬א\‪56‬و^ ‪،= h‬‬
‫‪R6U‬نא‪%* 't‬אمא‪ [K'56 +,‬אلא\‪{ 156‬א‪ T S2E‬א‪2‬‬
‫א‪?%‬אא‪,‬د‪1‬وא ‪D H‬א &‪،‬وא ‪%‬א\‪- ًS1R56‬א‪,‬وא!‪-‬‬
‫א‪%‬قوא א‪ h 5Fً1[A‬ل‪nd‬א ‪V"6‬א‪ K2%= +,‬‬
‫إﻳﺠﺎﺑﻴﺔ اﺳﺘﺨﺪام اﻟﻮﺳﺎﺋﻞ‬
‫‪%‬א' *‪2Um%‬א '‪K‬א ‪1V "6‬א‪ ,‬א‪#]%D‬א‪6U،456,‬א' *‪m%‬‬
‫‪ًS1R‬א& אא‪t‬א ‪"D‬وא ‪#h^،1%5‬א‪e[&,‬א&‪K‬א‪Z1‬‬
‫و‪ h‬لא '‪K‬א‪t‬א ‪ K=d1V"6‬‬
‫‪R6U‬نא‪&Q5‬א‪T5 6K‬א\‪%A56‬د?‪mx‬א‪%‬אد‪ UT5 -1‬א ‪s‬‬
‫א ‪? =6‬و ‪R 62،G &Ad UT5‬نא‪e1[- s& 1*v‬و'‪K‬א‪t‬ل‬
‫א ‪1V"6‬وא ‪ K1%5‬‬
‫‪٣٥٩‬‬ ‫ אد‬ ‫ذج א‬
‫و‪RS 1،&"-‬نא' *‪%‬אمو'‪K‬א‪t‬ل‪U‬نא' *‪%‬אًوא ً‪se&1‬‬

‫‪%"R‬א_א\‪56‬و‪ K"V"£s‬‬
‫ﻣﺸﻜﻠﺔ اﻟﺮﺳﺎﺋﻞ وﻣﻌﺎﻟﺠﺘﻬﺎ‬
‫‪2،A-&r;t6U‬نא'‪%AK‬א‪56 % 2‬א‪? ^t‬א‪J5‬א!‪%6 1I‬‬
‫‪-& T5 =o T5‬א ‪? =6‬א‪'5G6=22,_%= +,‬و?‪A=& fo‬‬
‫א‪،=X#B%‬و‪% +‬א‪? ^t‬אא‪E‬وא\‪T5 56‬א&‪Q‬؛‪E‬نא'‪tK‬‬
‫‪nd‬א ‪? =6‬א‪R%td_%= +,‬ن‪R< H‬ن"!אא ‪=6= '? =6‬و‪BJk=2GS1-‬‬
‫‪R- Z1%A‬ذ"‪-1%6U&H‬و& ‪،F<Q‬و‪% - &1‬م‪Dd‬א‪f!"XB‬‬
‫א‪? ^t‬א' ‪B‬א =@‪A-‬א ‪2T5 Li1،? =6‬א\‪56‬و‪K"VLw] A‬‬
‫‪%&'J5162‬م‪C@"R‬א‪% d‬אد?'‪5K‬א ‪%‬אد‪ W‬‬
‫‪A% -١‬مא‪ 6K‬ن ‪T5‬א\‪56‬א‪D‬و‪]%"v‬א'‪K‬א‪?%‬א‪،=XA‬‬
‫وذ‪R6U،ً d= ; h-%Uw 5z‬ن‪i+‬و‪J‬א ‪%‬אد‪ A‬א‪=%"v‬‬
‫وא ‪=A%h-%Uw‬ووא‪ #= A‬ضא‪? E‬א &א‪% hc‬אد‪56U،‬و‪so‬‬
‫א‪e5,‬و‪ U‬א ‪nd.%/‬א‪J5 ,‬و‪nd‬ذ‪-z‬א‪f!"،? E‬א‪%"v,‬א‬
‫وא‪,‬א‪BCD{ D‬אً‪. ³-‬א !‪1‬א‪% ,‬א‪K'hc‬وא^ ?א=‪ K‬‬
‫‪% R -٢‬א‪ 6K‬ن ‪T5‬א\‪?&&K'?]% 56‬و ‪=2m‬א‪%"E‬א_א\‬
‫‪56/5‬وא‪- %‬א‪f!"،,‬א'‪K‬א‪&&,‬وز ‪T5 m‬א =א‪ 5 *,‬‬
‫‪%* 't‬א=‪K'?#‬א א م ‪!"،=51 6‬אא &‪oe+‬و?‪R6UI‬ن"!‪f‬‬
‫א‪ S‬א‪9‬א'‪5K‬א &=‪%"Re/ 6‬א_א\‪،56‬ذ‪Rz‬ن‪B d‬א =א‪ 5 *,‬‬
‫א\‪ U#1‬א'‪K‬قא~=‪i1%A‬د‪%;ndI‬و‪+4 K H.‬‬
‫‪%"¢‬א_א‪ K] D,‬‬
‫ אد‬ ‫אא א א وذج א‬ ‫‪٣٦٠‬‬
‫إﻳﺠﺎﺑﻴﺔ اﻟﺘﻨﺴﻴﻖ‬
‫‪%‬و‪q%ً5Do‬א\‪#56‬א‪t‬ل‪s6‬א =ذאא ‪A‬‬
‫وא &‪،=e+‬و"!א ‪T5 % 'J‬א‪T5 BS‬א‪-VX4‬אא‪U‬ن‪-‬‬
‫א‪R-46,‬ن‪!"@ 1 62=r‬אא &‪f!"se+‬א =‪ًS1R،‬א' دא\‪56‬‬
‫‪!"e1[-‬אא &‪H4d-e+‬و=‪C‬א"!‪f‬א =‪6U،‬א' د‪-‬‬
‫‪?%A‬א=א‪,‬د‪1‬وא‪ h 51 &,‬ل‪2Und‬א ‪V"6‬א‪,‬אدא ‪ h‬ل‪ K=d‬‬
‫‪ -٣‬ﺣﻤﻠﺔ اﻷﻣﻴﺮ ﺳﻠﻄﺎن ﻟﻠﺘﺜﻘﻴﻒ اﻟﺼﺤﻲ‬

‫‪ #‬م‪mA"١٤٢٣‬א دא?]א‪%*5‬א‪ 5‬אא‪k /5+,‬א_ ‪T5‬‬
‫‪@rm5¹1‬א‪E‬אضא‪#]v &,‬א‪ '،456,‬א‪URB‬ن‬ ‫& !‪ d5‬‬
‫ذ‪T5 z‬א‪q +,‬אم‪R‬م ‪q +T5‬א‪s،e[&,‬א‪T5 CUl‬א‪E‬אضא‪XUE‬‬
‫א‪?v H‬אً ‪q +T5‬א‪456,‬وא‪ WJ51625X6 ,‬‬
‫‪ -١‬أﻣ ــﺮاض اﻟﻘﻠ ــﺐ‪/h:‬א‪،Z5‬وא ‪5‬א‪،5‬وא!‪³‬א‪،1?%‬‬
‫وא‪l+ 4‬ول‪،‬وא‪،&6+‬وא? ع‪9o‬א‪%‬م‪ K‬‬
‫‪ -٢‬أﻣـﺮاض اﻟﺘﻬـﺎب اﻟﻜﺒــﺪ اﻟﻮﺑـﺎﺋﻲ‪W‬א =‪P‬א‪%4‬א ‪V‬و'‪،ERFJ‬وא =‪P‬א‪%4‬‬
‫א ‪V‬و'‪،EPFJ‬وא =‪P‬א‪%4‬א ‪V‬و'‪FJ‬ج‪ KE‬‬
‫‪ -٣‬اﻟﺴــﻜﺮي‪W‬א ‪%W1‬א‪B‬א‪ "،4+‬طא‪#4+‬א‪%‬م‪،‬א? عא‪#4+‬‬
‫א‪%‬م‪،‬א\‪6‬א!א‪،K‬א‪I4+‬وא‪،o1‬א‪1J%B& t‬א‪ K4+‬‬
‫و½‪f!"m‬א‪E‬אضوא = ‪q +T5‬א‪ ^-456,‬لא '‪K‬‬
‫א‪% ,‬د]‪RR،%62|; &'6U،‬אضא‪@ 2e[&,‬א‪T5 CUl‬‬ ‫א‬
‫‪ ^-‬لא‪,‬א‪CU‬א‪،‬وא‪%,‬א?س‪،‬‬ ‫א '‪K‬א‪WX،&45y‬א‬
‫‪٣٦١‬‬ ‫ אد‬ ‫ذج א‬
‫وא‪،54‬و ;אق‪،‬وא&‪%‬وאא‪F&U#m6AR‬א‪c‬א & !‪1‬‬

‫‪ KE"١٤٢٣،56/5‬‬
‫اﻷﻫـﺪاف‬
‫‪%"Rm5¹‬א_א\‪ WJ5156‬‬
‫‪vH-١‬א ‪J +&<J‬א אא‪/5+,‬وذو‪@=1‬و‪2R‬אدא‪s6 p‬و?‪s2‬א‪q +,‬‬
‫א‪#X‬א‪ K @=1%J/‬‬
‫‪W1-٢‬א‪ ,‬א[‪-‬وא‪@,‬א‪E‬אضא‪#]v &,‬א‪456,‬و‪ U‬א ‪ K=&1A‬‬
‫‪95+ -٣‬א‪T5 B S‬א"و'‪U 5‬א&س; لאدאوא‪'?6,‬‬
‫~‪V‬א‪/‬و ‪o‬א‪ 5+‬א‪J/‬א‪ K@5+‬‬
‫‪Dd-٤‬א‪ /2B‬ص[‪BRs£#HN‬א‪#،456,‬א‪، v +,‬وא‪,‬א‪CU‬‬
‫א‪،‬وא‪-UE‬א‪- Wv45،‬א‪E‬אضא‪WXKv‬א‪،4+‬‬
‫وא‪l+ 4‬ول‪،‬وא? ع‪9o‬א‪%‬م‪FÇdKKKK‬א‪c‬א & !‪ KE"١٤٢٣،56/51‬‬
‫ ‬
‫اﻹﺳﺘﺮاﺗﻴﺠﻴﺎت‬
‫ ‬
‫;ولא‪ 6K‬ن ‪T5‬א\‪56‬א' *‪%‬אمא '‪K‬א‪t‬א ‪1V"6‬وא‪،*v‬‬

‫وذ‪e/ z‬א ‪VLw‬א ‪T5‬א‪1 +,‬א‪،2,‬وא‪،"t‬وא‪T52،U 5+‬‬
‫א‪q +,‬א‪µ#,‬א' *‪%‬אمو'‪K‬א‪t‬لא ‪d-1V"6‬ذא و‪ 1C 5‬نو‪2/h‬‬
‫و‪mHlHd‬و ;[قو‪5‬و ‪T5 R،1‬א‪q +,‬א‪J"t‬وא‪JU 5+‬‬
‫‪m½%2‬א‪*k4vH 't‬وא‪Æ"T5 m6AR[CU‬א\‪Z(56‬‬
‫‪=2‬א‪5¡'R- B[E‬وא' ‪?+‬אא ‪،? =6‬و‪Dd‬א‪B‬א ‪h /‬א ز‪،‬و‪%A‬‬
‫‪f!"m6AR‬א‪,‬א‪#CU‬א‪,‬א‪CU‬א ‪،1?Q‬و‪#‬א‪، v +,‬وא‪ h +,‬‬
‫ אد‬ ‫אא א א وذج א‬ ‫‪٣٦٢‬‬
‫א‪- 6N! &µ6U، 5 *,‬א&‪%‬وאوא‪B5‬אא ‪q +T5 1V"6‬‬

‫א‪FK456,‬א‪c‬א & !‪ KE"١٤٢٣،56/51‬‬
‫اﻟﺠﻤﺎﻫﻴﺮ اﻟﻤﺴﺘﻬﺪﻓﺔ‬
‫‪µ‬א' =‪%‬א_&‪J +‬א אא‪/5+,‬وذو‪،2U@=1‬و ‪ 6‬مא‪ ,‬א[&<وא‪#<6,‬‬
‫א‪،456,‬و‪µ‬א' *‪%‬אمא ‪KCQ‬א ‪T5 B&1V"6‬א אא‪~ %‬א‪،2‬وא‪ ,‬א‪sA‬‬
‫א א‪6v ،2‬א\‪56‬א ¡א‪16‬وא ‪65‬א‪6v6U، 5 *,‬א‪%,‬نא‪q{4‬‬
‫وא‪q‬وא‪ K_1?E‬‬
‫اﻹﻧﺘﺎﺟﺎت‬
‫ ‬
‫أوﻻً‪ :‬اﻟﻤﻄﻮﻳﺎت‬
‫‪ Hdµ‬ج‪s£m5¹1 <1 ٩‬א‪E‬אضא‪#]v &,‬א‪m52،456,‬‬
‫‪E‬אضא‪Z5‬وא‪%‬موא‪v‬א‪-ً H١٧<1‬א‪،1 ,‬و‪Eً H١١‬אض‬
‫א‪[+‬ن‪،‬و‪ ¢ً H١٣‬وא‪ [E‬لوא ‪t‬د]‪ ،‬و‪ HR٨‬אع ‪. 5‬א¡‪ ،‬و‪ HR٥‬אع‬
‫‪E‬אضא‪،I4+‬و‪ HR٥‬אع‪E‬אضא‪&'E‬نوא‪ ،X5‬و‪ HR٦‬אع‪@6+ 5‬א!א‪KKKJK‬‬
‫‪FÇd‬א‪c‬א & !‪ KE"١٤٢٣،56/51‬‬
‫ﺛﺎﻧﻴﺎً‪ :‬اﻟﺼﺤﻒ‬
‫‪%hdµ -١‬א?‪%T5 ?%1 5? /h‬א?‪]%J"s'R?R‬א\‪m}56‬‬
‫& אن?اﻟﺼــﺤﺔ أوﻻً"‪'?vHnd_%=،‬א\‪56‬و‪%"RC1C‬א‪q%=2‬و'‪K‬‬
‫א مو‪J +&s£‬א אא‪/5+,‬و ‪ 6‬مא ‪،? =6‬و‪= o m5¹‬‬
‫א ‪EW1‬אضא‪#]v &,‬א‪456,‬و‪ U‬א ‪=&1A‬و‪P'R‬א\]א‪/‬‬
‫א‪ K65+‬‬
‫‪J‬‬ ‫<‪#‬א‪CU,‬א‬ ‫‪m½ -٢‬א‪-]VU 6QH 't‬א‪<2/‬وא‬
‫‪،56/5‬وذ‪C z‬و‪%1‬א‪ W/‬و‪t‬و}وא' ‪2/h‬‬
‫‪٣٦٣‬‬ ‫ אد‬ ‫ذج א‬
‫‪-‬א‪E‬אضא‪#]v &,‬א‪،456,‬و‪C‬و‪%1‬א‪? ^wًS1RW/‬א\‪56‬‬

‫و‪=2‬و‪= vHR‬א‪ K 5 *,‬‬
‫‪m½ -٣‬א‪PxU - 6QH 't‬א‪C‬وא‪1‬א‪2/‬א‪- 456r &,‬‬
‫ ‪ o‬א\‪،56‬وذ‪R%z‬ن‪'?d@ 1‬ل^‪5U Q'-6S @F‬‬
‫‪-‬א\‪56‬و& ‪ K=Q‬‬
‫ﺛﺎﻟﺜﺎً‪ :‬اﻹذاﻋﺔ‬
‫‪1‬א‪]V‬א‪{ =Xµ‬א{א‬ ‫‪ Hdµ-١‬ج‪- 6N‬א'‪K‬א‬
‫א ذא א‪ +‬د‪1‬و {‪d‬ذא ‪ [MBC-FM‬אل‪]l2‬א\‪l2#56‬אאوא‪]V=r‬‬
‫وא‪ KB+,‬‬
‫‪5;µ-٢‬א{אא ذא א‪ +‬د‪- :1%/51‬א\‪56‬‬
‫و‪%"R‬א‪=2‬و‪=[vH‬א‪ K 5 *,‬‬
‫راﺑﻌﺎً‪ :‬اﻟﺘﻠﻔﺰﻳﻮن اﻟﺴﻌﻮدي واﻟﻘﻨﻮات اﻟﻔﻀﺎﺋﻴﺔ‬
‫‪ Hdµ -١‬ج‪- 6N‬א'‪K‬א ‪H 1C 5‬א‪R- ]C6 ,‬אضא‪Z5‬א‪، 5 *,‬‬
‫و ‪-‬א‪،I4+‬وא‪E‬אضא &‪،+‬و‪?&21 Z'Re2‬א‪=Xµ@L،A‬‬
‫{א ‪ 1C 5‬نא‪ +‬د‪#FG&I‬ذ‪z‬א ‪EmA‬א‪E‬و‪n‬وא‪{ =Xµ6U،HX‬‬
‫‪ &A‬א‪% KS2‬د]‪،© RWm5¹‬א‪ KLBC،MBC، +,‬‬
‫‪5;µ -٢‬א א‪#/‬א ‪ 1C 5‬نא‪ +‬د‪- :1%/5I‬‬
‫א\‪،56‬و ‪-‬א‪E‬אضא=‪ K‬‬
‫‪=2.%}q^R5;µ -٣‬א‪i+,‬و ن ‪-‬א\‪ K56‬‬
‫ﺧﺎﻣﺴﺎً‪ :‬اﻹﻧﺘﺮﻧﺖ‬
‫‪^sA @6µ‬ص\‪4kT5 56‬א ‪، mHlH‬א; ‪- 6NT5 q‬‬
‫א‪¤=& 5,‬א\‪W:;-56‬א‪%"E‬א_‪،‬وא '‪l‬א‪،Q‬وא ‬
‫ אد‬ ‫אא א א وذج א‬ ‫‪٣٦٤‬‬
‫وא‪vHE‬א ‪،‬و&=‪Ee5 1‬אض;‪<6Sµ:‬א‪sA ,‬א‪،2U1 ,‬‬

‫و‪z!U‬א'‪K‬א ذא ‪،‬وא ‪-6S6U،H 1C 5‬א‪C5ً Q'sA ,‬وא?‪،‬و¡‬
‫א' ‪،H‬و‪ ًA?R‬لوא‪ K?+ 't‬‬
‫ﺳﺎدﺳﺎً‪ :‬اﻟﺠﻮال‬
‫‪f!"#µ‬א\‪56‬א' *‪%‬אم?'‪K‬א אل‪ 5‬وذ‪Ez‬ول]‪#‬א‪d،456,‬ذ‬
‫‪µ‬א‪ t‬ق‪Uks‬א‪'?dT5 tt‬ل‪- 6N‬א'‪q +T5 K‬א‪456,‬‬
‫‪%‬مא&‪K‬א‪s‬א'@א\‪56‬و‪ K"?k‬‬
‫ﺳﺎﺑﻌﺎً‪ :‬ﻟﻮﺣﺎت اﻟﻄﺮق‬
‫‪µ‬א' *‪%‬אم ;אق?א‪q +T5 ?J ,‬א‪=2µ،U=k]%,456,‬‬
‫א‪%,‬نא‪ +‬د‪µ6U،2U1‬א' *‪%‬אمא‪kv‬א ‪l4‬و‪#H‬א‪&,‬א‪،Av‬‬
‫و‪%‬نא‪456,‬א א‪f!"=22‬א‪µ:;،%c‬א' *‪%‬אم?'‪K‬א א‪L X,‬‬
‫{א ‪ 1C 5‬ن‪F‬א‪c‬א & !‪ KE"١٤٢٣،56/51‬‬
‫ﺛﺎﻣﻨﺎً‪ :‬اﻟﻤﻌﺎرض‬
‫½‪?]% Adm‬ض‪-e[&]% #‬א‪W=&،/&DR]% m6o،456,‬‬
‫‪E 5&D‬אضא‪،]v &,‬و‪D &D‬א‪B‬א ‪/‬א‪،‬و‪ 't&D‬אض‬
‫‪6+N‬و‪ v +‬وزא?]א‪2%‬عو‪d‬زא=א‪ K‬‬
‫ﺗﺎﺳﻌﺎً‪ :‬ﻣﺮاﻛﺰ اﻟﻔﺤﺺ اﻟﻄﺒﻲ‬
‫½‪- 6NAdm‬א‪CU‬א ‪/‬אא‪E‬و‪#J‬א‪,‬א‪CU‬א ‪،1?Q‬و‬
‫א‪,‬א‪CU‬א‪5}-6S ،‬א‪،I4+‬و‪9o2‬א‪%‬م‪،‬وא ‪/‬אم‪K‬و‪5‬‬
‫א‪%‬دא ‪CJ£‬وא?"!‪f‬א‪,‬א‪٤٥٥{٣٤٨CU‬زא‪K‬אً‪،‬و‪µ%‬א‪_v U‬א\‪t‬‬
‫א‪d،o,‬ذ‪+Hm5‬א‪،P١٤{٠٠٠@=&4+<,‬و‪% 5‬دא‪<,‬‬
‫‪٣٦٥‬‬ ‫ אد‬ ‫ذج א‬
‫? ع‪9S‬א‪%‬م‪µ6U،P٣٠٠٠‬א‪T5 1_v U‬و‪zk‬א ‪5h‬‬

‫‪F،5A‬א‪iv‬ونא¸دא?]א‪%*5‬א‪ KE‬‬
‫ﻋﺎﺷﺮاً‪ :‬اﻟﺸﺒﻜﺎت اﻟﺸﺨﺼﻴﺔ‬
‫‪lmA*k4k]% mH U‬دد ‪T5‬א‪ v +,‬وא‪-UE‬א‪X41‬‬
‫‪=2‬א‪،?r Ht‬و ‪f!"m56‬א‪ T5 4v‬ز‪s1‬א‪1 ,‬وא&‪v‬א‪2od،‬‬
‫‪ nd‬ز‪s1‬א‪%F‬א‪1‬و‪vH‬א ‪ 4v‬م‪ K‬‬
‫اﻟﺤﺎدي ﻋﺸﺮ‪ :‬اﻟﻨﺪوات واﻟﻤﺤﺎﺿﺮات‬
‫‪µ‬א‪ t‬ق‪- 6Ns‬א‪ %B[E‬א‪o‬אو‪%H‬وא ‪%‬د]‪Z+;U،‬‬
‫ن ‪-UR-‬و‪R‬و‪f!"A‬א&‪%‬وא‪-‬‬ ‫‪%]% #G‬ن‪-‬א‪،456,‬و‪µ‬א‬
‫^ لא‪W/‬א‪ K5y‬‬
‫إدارة اﻟﺤﻤﻠﺔ‬
‫‪mH 4‬א\‪- 6N-56‬א‪Q5‬ن&=‪ W‬‬
‫أ( اﻟﻠﺠﻨـﺔ اﻟﻌﻠﻴــﺎ‪:‬و‪sً 'Rs6 mHU‬א‪Uv‬א‪%T5 _ 5]! &,‬א?‬
‫א ?‪#‬א & ! ‪D H‬א\‪،56‬و‪ 1%'KmHU‬مא دא?]א‪%*5‬‬
‫א‪ 5‬אא‪ K/5+,‬‬
‫ب( ﻟﺠﻨــﺔ اﻟﻤﻜﺘــﺐ اﻻﺳﺘﺸــﺎري اﻟﺘﻨﻔﻴــﺬي‪!"Wi'KmHU:‬אא‪،P 4‬‬
‫و‪==m5¹‬א ‪%‬אدوא *‪،56/59‬وא ‪k‬א_ ‪#=2! &T5‬‬
‫ذ‪1 ½z‬א\‪ K56‬‬
‫ﺟـ( اﻟﻠﺠﺎن اﻟﻔﺮﻋﻴﺔ‪ ،‬وﺷﻤﻠﺖ‪:‬‬
‫‪-١‬א‪&Q5‬א‪,‬وא دא?‪1‬وא‪ K'y‬‬
‫‪& -٢‬א ‪%‬אدوא ‪ K1 6‬‬
‫‪-٣‬א‪&Q5‬א‪65‬א‪ K‬‬
‫ אد‬ ‫אא א א وذج א‬ ‫‪٣٦٦‬‬
‫‪-٤‬א‪&Q5‬א‪ K&E‬‬
‫‪-٥‬א‪&Q5‬א دא?‪1‬وא &‪ K+‬‬
‫‪ K‬‬ ‫‪-٦‬א‪&Q5‬א‬
‫و‪f!"mHU‬א‪Q5‬ندא^‪%*55‬אو‪R#C4‬دوא?" ‪T5‬א ‪%Uw‬‬
‫‪V'[-‬א\‪ K=Z+;U56‬‬
‫ﺗﻘﻴﻴﻢ اﻟﺤﻤﻠﺔ‬
‫‪ @4³‬א‪U‬א‪f!FWi,‬א\‪56‬وא‪lkt‬א‪-4GH2"! &#‬א ;[‬
‫ ‪=(dh‬و'‪=5‬وא אא‪#]Li,‬ذ‪ Kz‬‬
‫أوﻻً‪ :‬اﻹﻳﺠﺎﺑﻴﺎت‬
‫‪ -١‬א ‪ H‬جא‪K'5@*S‬א وא ذא وא ‪H 1C 5‬و ‪S2RT5‬‬
‫א‪1 +,‬א &وא ‪%‬א ‪ K‬‬
‫‪ ¥2q +T5 1‬ل‪ K‬‬ ‫‪ Hd -٢‬ج אد‪ d‬و?'‪K‬‬
‫‪-٣‬א‪%* 't‬אمא‪% ,‬د '‪9K‬א‪t‬لא ‪d-1V"6‬ذא و‪ 1C 5‬نو‪2/h‬‬
‫و ;[قو‪ KmHlHd‬‬
‫‪-٤‬א' *‪%‬אمو'‪K‬א‪t‬لא‪ ,‬א‪J=D‬وא‪ K%D4vJ*v‬‬
‫‪-٥‬א' *‪%‬אمא '‪9K‬א‪t‬א\‪ DK'?-X1%‬אلو‪R%،mHlHd‬ول‬
‫‪#1‬א‪%* +456,‬م"<א '‪ K< 5‬‬ ‫‪5‬‬
‫ﺛﺎﻧﻴﺎً‪ :‬اﻟﺴﻠﺒﻴﺎت‬
‫‪T5 -١‬א~@‪Dd-‬א‪B‬א‪?%‬א'א‪%,‬א‪H‬وא ‪RtdKL‬نא‪T5 <6K‬‬
‫א\‪ C 5156‬א& ‪f!"K‬א‪?%‬א'‪،‬وذ‪h z‬א?א‪&Q5‬א‪! &T5 5‬‬
‫א\‪%156‬د]‪K‬و"‪RJ‬ن‪s£6v‬א‪E‬אضא ‪#]v &,‬א‪456,‬و‪R‬ن‪6 +‬‬
‫‪=k]%,‬وא;‪،92%‬و"!א‪U‬ن ‪14‬א‪f‬א ‪e1‬א‪T5 ÎB&! &,‬א‪?%‬א'‬
٣٦٧ ‫ אد‬ ‫ذج א‬
?v Ht‫אضذאא‬E‫א‬-]‫د‬% 6NT5 CUl‫א‬Z(GHR-G1%]2‫ א‬,‫א‬

6U،JK ‫א‬%4‫وא‬،‫م‬%‫א‬9o‫وא? ع‬،‫ول‬l+ 4‫وא‬،I4+‫א‬WXs'‫א א‬
#%;‫ضوא‬T5 CUl‫وא‬RK‫[ ل‬R]%,56\‫א‬6 +‫ن‬Rq1‫ن‬U! &,‫א‬e1 ‫نא‬R
_‫©و‬-Hq^RK5‫&א‬Q5‫א‬q%mHU-4K%;‫=א א‬v‫^ لא‬
=K[R%&s +t‫א‬،/5+,‫ אא‬5‫א‬%*5‫א دא?]א‬
K%;‫=وא‬k-XUE56\‫א‬f!F 5 *,‫=א‬H4d‫و‬
tGHRtd%D4v2%= +,‫א‬V"6 ‫א‬nd56\‫ لא‬h‫و‬-@~‫א‬T5 -٢
‫ن‬R-4t56\2،#,‫ لא‬h ‫دא‬N-XURe}‫ن‬Rm '‫=א‬Hd‫א ل‬-4
K]CD‫]و‬%#U 5'‫ًא"و‬2‫א‬%"Re}
A‫د‬%y‫א‬mA ‫א‬#K‫ضא‬,‫א‬CQ&‫ن‬R]! &,‫א‬Uv‫א‬s + -٣
{URU 5'‫وא"و‬2Z'4e}H4dT5 LRJ ‫و"!א‬،<k% ‫א‬
K/‫א‬CU‫א‬,‫אوא‬Uv‫א‬-]VU 6NI ‫^ لض‬-
4vG&% +1GHRtdJ5K'‫ جא‬H ‫*א‬o-@~‫א‬T5 -٤
KI &'4v? =r‫א‬- 56\‫א‬WA ‫و‬mA ‫א‬1‫ود‬%yQ H،P 5,‫א‬
Uv‫א‬6}‫م‬%ً‫א‬rH‫؛‬
1 6 ‫א‬#£ h56\‫א‬m=D‫ وא‬-٥
+‫א‬P?Q ‫א‬W=&T kP'Ez‫وذ‬، ‫ א‬#6"+,‫א‬#&[ ‫א‬
=&،
1 6 ‫א‬F%,‫دא‬ ]! &,‫אمא =א‬C ‫مא‬% #Uv‫א‬f!F
T5 %;‫وو‬J''R4v=H‫א‬C‫د‬6 ‫وא‬1 ‫ א‬6\‫]א‬X4e5 1
56\‫א‬f!FH‫א‬C‫(د‬d-%t‫ذ‬d،J 41t‫و"!א‬، { ‫وא‬JD?c‫א‬1 6 ‫א‬
Uv‫א‬-1 6 ‫א‬e1[- %1C,‫א‬- :/‫@א‬L،=5 6K‫א =א‬-
K ‫אא‬
‫ אد‬ ‫אא א א وذج א‬ ‫‪٣٦٨‬‬
‫ ‬ ‫‪ -٤‬اﻟﺤﻤﻠﺔ اﻹﻋﻼﻣﻴﺔ اﻟﻮﻃﻨﻴﺔ ﻟﻠﺘﺪرﻳﺐ واﻟﺴﻌﻮدة‬

‫א‪f!"2m5H‬א\‪R%"١٤٢٥L١٠L٢٩#56‬ن‪#=&k%µ‬‬
‫א‪=k]%, X4,‬وא;‪%‬؛&‪6‬‬ ‫‪،"١٤٢٥L١٠L٢٨‬وא' ‪6‬א\‪56‬א‬
‫א' ‪6‬א א‪ ^-56/5qÊ‬ل‪[vH‬א‪،e[&,‬وא‪tt‬‬
‫‪#‬א‪54‬وא‪%,‬א?س‪1=HT ;،‬א א‪?%‬א'‪J‬א‪JHX‬‬ ‫א‪،=D ,‬وא{אא‬
‫!‪z‬אم‪ K‬‬
‫ﺗﺤﻠﻴﻞ اﻟﻤﻮﻗﻒ‬
‫‪R‬د?א‪ 6K‬ن ‪f!"T5‬א\‪Dd6"R56‬א‪B‬א‪?%‬א'א‪5/ 65‬א‪،WA ,‬‬
‫و‪"2‬א‪54v,‬و}‪R5‬د"‪!،2U‬א‪Ddµ‬א‪B‬د?א' <‪%‬א‪6= '< H‬‬
‫د?א'و‪ "6x KL‬א‪#2‬א‪ 4,‬א‪ +‬د‪1SA- 1‬א ‪Z1?%‬وא‪ +‬د]‪،‬‬
‫وא ?]א!"&‪6 ¢‬لא &وא‪ K&=,‬‬
‫ﻓــﻲ اﻟﺠــﺰء اﻟﻮﺛــﺎﺋﻘﻲ‪2m½W‬א‪ ,‬د‪ +‬د]‪،‬ووא‪sA‬א‪6‬א [&‬
‫وא א‪،]%2‬و‪ +‬א‪ T ;6‬م‪µ6U،"١٤٥٠‬א _ ‪% RT5‬אدא‪<(c‬‬
‫وא‪-<+ ,‬א ‪@5‬אم‪،‬و' قא‪،6‬و‪@"R‬א ©‪WK‬א‪ ,‬א‪#]2‬אع‬
‫א‪c‬ص‪،‬و‪µًS1R‬א _ ‪[K^T5‬א‪6‬א‪ +‬د‪،<1‬و‪l2‬אא‪?r H‬‬
‫א © ‪،‬و^‪@=K‬א‪~ %‬א‪،2‬و‪ 4v‬אعא‪c‬ص‪s‬א‪ +‬د]‬
‫‪µz‬א _‬
‫وא‪،‬وא‪ 4v,‬א‪ 6 Dt‬وא‪ At‬د‪،1‬وא‪?v H‬א א‪،@K‬و‪ !U‬‬
‫‪A T5‬א‪6‬א א‪ ]%2‬א‪#@K‬א‪µ6U،456,‬א _ ‪T5‬א ‪GD‬‬
‫א‪ J 6 Dt‬א‪6 E‬لא\‪2‬وא‪ K&=,‬‬
‫ﻓﻲاﻟﺪراﺳﺔ اﻟﻤﻴﺪاﻧﻴﺔ اﻟﺨﺎﺻﺔ ﺑﺎﻟﺠﻤﻬﻮر اﻹﺳﺘﺮاﺗﻴﺠﻲא!‪ 4 1I‬ن‪D?-‬لא‪6 E‬ل‬
‫و‪&h‬عאא?‪6"Rq%2m½،‬א ‪@5‬א ‪¥‬وא ‪Z1?%‬א‪،¥=,‬و‪G A q%‬‬
‫‪٣٦٩‬‬ ‫ אد‬ ‫ذج א‬
‫ ©‪WK‬א‪،5 +,‬و‪!"2q%‬אא ‪E? =6‬دوא?وא *א‪=%‬‬

‫א‪+'i,‬א‪@5 5‬א ‪¥‬وא ‪Z1?%‬א‪،¥=,‬و‪ 5T5 @F ;q%‬دو?‪1‬‬
‫‪-‬א‪،+'i,‬و‪@= 2q%‬א‪?%‬א'‪،=2‬وא{אא ‪1?%‬א‪،=%‬‬
‫و‪q%‬א ‪2‬د]‪J(^-‬א‪،+'i,‬و[א ‪ K=(^sQ‬‬
‫ﻓﻲ اﻟﺪراﺳﺔ اﻟﻤﻴﺪاﻧﻴﺔ اﻟﺜﺎﻧﻴﺔ اﻟﺨﺎﺻﺔ ﺑﺎﻟﺠﻤﻬﻮراﻟﻌﺎم‪ '،‬א‪URB‬ن‪[-‬א‪R6‬م‬
‫‪R-‬و‪B‬א‪Aµ،? E‬سא‪1 +,‬א‪2,‬وא‪"t‬وא‪ U 5+‬א‪6 E‬لא &‬
‫وא‪µ6U،&=,‬א _ ‪2q%T5‬א ‪ Hw? =6‬אعא ‪@5‬א‪#I HX‬א‪،456,‬‬
‫و‪6"Rq%‬א ‪@5‬א ‪¥‬و‪،G5 +‬و‪q%‬א‪6 "t‬م‪#G‬א‪،P‬و‪q%ًS1R‬‬
‫']א‪6‬א א‪T5 ]%2‬א‪6 E‬لא &وא‪ K&=,‬‬
‫ﻣﻦ ﺧﻼل ﻫﺬﻩ اﻟﺪراﺳﺎت ﺗﻢ ﺗﺤﻘﻴﻖ اﻵﺗﻲ‪:‬‬
‫‪@"R%1%} -١‬א‪ o ,‬א‪J&1‬א‪#=5 CUl‬א\‪ K56‬‬
‫‪ -٢‬א _ ‪[T5‬و‪A H‬א‪ +‬د]‪-‬و‪rH=D‬א ‪V"6‬‬
‫א '‪l‬א‪Q‬وא‪ K‬‬
‫‪ -٣‬א _ ‪[T5‬و‪ H‬א‪ 4v,‬א‪+'i,hc‬א‪@5 5‬א ‪¥‬‬
‫وא ‪Z1?%‬א‪s¥=,‬א ‪V"6‬א '‪l‬א‪Q‬وאو‪@"R‬א&طא(‪Z‬א‪CUl‬‬
‫‪#=5‬א\‪ K56‬‬
‫‪A -٤‬سא‪1 +,‬א‪2,‬وא‪"t‬وא‪V"6Q5U 5+‬א‪e5 1622%= +,‬‬
‫ ?]א!"&‪،+'i65‬وא‪6‬א ‪،¥‬وא‪ +‬د]‪ K‬‬
‫‪ -٥‬א _ ‪P?T5‬א ‪V"6‬א '‪l‬א‪sQ‬אوא‪W© ,‬א‪ +‬د‪ KI‬‬
‫‪D;S1d -٦‬א ‪V"6‬א '‪l‬א‪Q‬و?~=‪-‬א‪<(c‬وא‪ K<?% ,‬‬
‫‪1‬‬ ‫‪ -٧‬و‪so‬א‪'E‬א زא‪VLwq%2F ^--4‬א\‪56‬א‬
‫‪T5‬א ‪V"6‬א‪%2%= +,‬א‪H?IR،=K= H‬אسא‪c‬ص‪1 +,‬א‪2,‬‬
‫ אد‬ ‫אא א א وذج א‬ ‫‪٣٧٠‬‬
‫وא‪"t‬وא‪V"6Q5U 5+‬א‪A,2%= +,‬א\‪،"%s56‬وא _ ‪T5‬‬

‫‪LR‬א\‪56‬و‪%‬א?א&‪Q‬א‪FKey‬א ‪،٢٠٠٣،#‬ص‪ KE٣‬‬
‫?‪CU‬א\‪%"R6=&_%"U-Ï6S،<''R<2%"T5 56‬א‪q^R 2ً2‬‬
‫‪ Wm5¹‬‬
‫‪ -١‬א ‪6"w‬دو?א دوא‪ '#s6 p‬د]א‪-=,‬א‪، 5 *,‬و‪!"-6S‬א‬
‫א‪ W_%F‬‬
‫‪W1‬א‪ ,‬א[‪ -‬صא‪6‬א‪#; ,‬אعא‪c‬ص‪K‬‬ ‫•‬
‫א ‪6"wW1‬ودو?א‪6‬א [&‪K‬‬ ‫•‬
‫א ‪[*W1‬و'‪5‬א ‪l+‬وא‪6‬א‪¡+‬و‪C‬א‪%1‬א‪6 t‬د ‪T5‬‬ ‫•‬
‫א‪V~6‬א‪ +‬د‪K1‬‬
‫‪C1C -٢‬א ?]א!"&‪q%‬א&‪6 ¢BÆ‬لא &وא‪،&=,‬و‪d‬زאא‪'l‬‬
‫א‪5+‬א&‪،6‬و‪!"¹‬אא‪ W_%F‬‬
‫'‪6"RË‬א‪6‬א‪¥=,‬وא ‪¥‬وא ‪q%¥‬א&‪KBÆ‬‬ ‫•‬
‫‪V‬א‪@" ,‬א‪5+‬א‪- ]%K+‬א‪6 E‬لא‪%‬و‪1‬وא\‪2‬وא‪K&=,‬‬ ‫•‬
‫?‪9‬א‪6 E‬لא‪&=,‬وא &‪? r&,‬א‪¥1%‬وא‪ +,‬א‪ At‬د‪I‬وא‪6"E‬‬ ‫•‬
‫א [&‪Z1?% 5‬وא‪ +‬د]‪KE"١٤٢٤،‬‬ ‫א‪F 6 Dt‬א\‪56‬א‬

‫إﺳﺘﺮاﺗﻴﺠﻴﺎت اﻟﺤﻤﻠﺔ‬
‫‪µ%‬א' *‪%‬אم‪- 6N‬א '‪l‬א‪Q‬א‪ 5 ,‬א‪%"E‬א_‪،‬و‪ W=6"R-‬‬
‫أوﻻً‪ :‬ﺗﺠﺰﺋﺔ اﻟﺠﻤﺎﻫﻴﺮ اﻟﺨﺎﺻﺔ ﺑﺎﻟﺤﻤﻠﺔ إﻟﻰ‪:‬‬
‫‪&h‬عאא?‪،‬و‪z!%A‬א‪i+,‬و نא\‪ 4‬ن‪<@= T5 s1-‬‬ ‫•‬
‫א‪< © ,‬א ‪%‬د‪K‬‬

‫‪٣٧١‬‬ ‫ אد‬ ‫ذج א‬
‫?‪D‬لא‪6 E‬ل‪،‬و‪#6Uk@=1%-@=%1‬א‪456,‬א&‪r‬‬ ‫•‬
‫‪@Q;-‬א‪RUv‬وא‪K+'i,‬‬
‫א‪ © ,‬ن‪-‬א‪D‬لوא&‪KB+‬‬ ‫•‬
‫‪R‬و‪B‬א‪B»-? E‬و‪K=R‬‬ ‫•‬
‫א‪v‬نوא ‪P [h^،‬و[א‪,‬א;א‪' ,‬وא‪1 HX‬‬ ‫•‬
‫وא ‪،‬و‪U‬نא‪Bti"W1_%F‬א‪v‬نوא *‬

‫א‪ '# 5,‬قא‪]? hC1Cnd2od،6‬א‪6‬א ‪K@=1%¥‬‬
‫א‪ [E‬ل‪،‬و"‪m2%‬א\‪~T5 =5K'?CUnd56‬س‪6"R‬א‪6‬א ‪¥‬‬ ‫•‬
‫وא‪q%¥=,‬א&‪KBÆ‬‬
‫ﺛﺎﻧﻴﺎً‪ :‬اﺳﺘﺨﺪام أﺳﺎﻟﻴﺐ إﻗﻨﺎﻋﻴﺔ ﻣﺘﻌﺪدة ﻣﺜﻞ‪:‬‬
‫اﻟﻤﺪﺧﻞ اﻟﻤﺘﻌﺪد ﻟﻮﺳﺎﺋﻂ اﻹﻋﻼم‪d،2/hW‬ذא ‪ 1C 5،‬ن‪ &A،‬א‪،KS2‬‬ ‫•‬
‫‪[; ،mHlHd‬ق‪KÇdKKK5،‬‬
‫اﻻﺗﺼﺎل اﻟﻤﻮاﺟﻬﻲ‪BW‬א‪o،‬א‪%H،‬وא‪K‬‬ ‫•‬
‫ﻣﺸﺎرﻛﺔ اﻟﺠﻤﻬﻮر‪W‬ز‪?1‬א‪%‬א‪،H‬و?ش ‪K6‬‬ ‫•‬
‫ﻓﻌﺎﻟﻴﺎت ﻣﻴﺪاﻧﻴﺔ‪?W‬ض‪K+،‬‬ ‫•‬
‫رﺳــﺎﺋﻞ ﺧﺎﺻــﺔ‪¡24W‬و‪ H‬ع‪-‬א ‪GK^Z+;? =6‬א‪~ %‬א‪2‬‬ ‫•‬
‫وא‪"t‬وא& ‪K+‬‬
‫اﻟﺠﻤﺎﻫﻴﺮ اﻟﻤﺴﺘﻬﺪﻓﺔ‬
‫ﻗﺴﻤﺖ اﻟﺠﻤﺎﻫﻴﺮ إﻟﻰ ﺟﺰأﻳﻦ رﺋﻴﺴﻴﻦ‪:‬‬
‫‪ -١‬اﻟﺠﻤﺎﻫﻴﺮ اﻹﺳـﺘﺮاﺗﻴﺠﻴﺔ‪W‬و‪&hm5¹‬عאא?‪#‬אعא\‪UIR،J 4‬‬
‫‪i+G T5 s1-‬وא ©‪v5W‬نوא ‪!"#‬אאع‪#m5¹6U،‬‬
‫ אد‬ ‫אא א א وذج א‬ ‫‪٣٧٢‬‬
‫אعא‪c‬ص?‪D‬لא‪6 E‬لو‪W© G T5 s1-U‬א‪Pv‬وא ‪#‬‬

‫"!אאع‪ K‬‬
‫‪ -٢‬اﻟﺠﻤﺎﻫﻴﺮ اﻟﻌﺎﻣﺔ وﺷﻤﻠﺖ‪ W‬‬
‫أ( اﻷﻃﻔـﺎل‪W‬و‪U‬نא‪~T5 &"CUl‬سא ?]א!"&א ( ‪-‬א‪6‬‬
‫‪ 4v‬م‪،‬وא‪6 E‬لא‪^4v&=,‬ص‪،‬و'‪Ë‬א@وא‪2X‬א‪ K&=,‬‬
‫ب( اﻟﺸــﺒﺎب واﻟﻔﺘﻴــﺎت‪W‬و‪BD‬א‪#CUl‬א'‪K‬א‪P [nd=D ,‬א‪,‬א;‬
‫א‪' ,‬وא‪1 HX‬وא ‪ WT5‬‬
‫• ‪o‬א *א‪ '# 5,‬قא‪،6‬وא\‪T5 :‬א‪ ^%‬ل‪K=2‬‬
‫• א‪A ^RT5 CUl‬א‪K6‬‬
‫• ‪d‬אز‪6"R‬א ‪KZ1?%‬‬
‫‪6"w‬دو?א‪Pv‬وא ‪ '#‬د]א‪-=,‬א‪K 5 *,‬‬ ‫• א‬
‫• و‪V‬א‪@" ,‬א‪5+‬א‪- ]%K+‬א‪6 E‬لא‪&=,‬وא &‪K‬‬
‫ﺟـ(أوﻟﻴﺎء اﻷﻣﻮر ﻣﻦ اﻵﺑﺎء واﻷﻣﻬﺎت‪W‬و‪CU‬א'‪ WJ51T5 &"K‬‬
‫‪d‬אزو ‪o‬دو?א א‪#@=K&R]% +#-1%‬א‪?%‬א'‪:;-‬א‪# ,‬‬ ‫•‬
‫א ‪،/‬وא‪#]% +,‬א^ ?א *دونא‪T5 9S‬א^ ?‪%A‬‬

‫‪G~1t‬א‪R-t‬وא‪K&t‬‬
‫‪C1C‬א ?]א!"&‪6 ¢‬لא‪،&=,‬و‪d‬زאא‪'l‬א‪5+‬א&‪K=& 6‬‬ ‫•‬
‫• א ‪[*W1‬و'‪5‬א‪6 t‬د ‪T5‬א‪6‬א‪dsK+‬אز‪6"R‬א‪%kl‬‬

‫‪#‬א' ‪%‬אمא‪6‬א א‪ 4v]%2‬م‪K‬‬
‫• ‪d‬אز‪[g‬א‪6 t‬د ‪T5‬א‪6‬א א‪F]%2‬و!אא‪%c‬م‪#E‬א‪ [E‬ل‬
‫وא‪@=. 4,‬و;‪K@"%‬‬
‫‪٣٧٣‬‬ ‫ אد‬ ‫ذج א‬
‫اﻹﻧﺘﺎﺟﺎت‬
‫‪،2U‬و‪ Hdµ‬جא‪-%1%‬א'‪4K‬‬ ‫½‪m‬א ‪2‬د]‪-‬א '‪K‬א‬
‫و'‪5‬و‪V"6 = A ً2‬א‪KK2%= +,‬و‪@"R-‬א ‪ WJ51D H‬‬
‫أوﻻً‪ :‬اﻟﻤﻄﻮﻳﺎت‬
‫‪ Hdµ‬ج‪_x 81=&،ً H٢٥m5¹1 <1 HÀT5 %1C1‬‬
‫‪+'i,‬א‪@5 5‬א ‪¥‬وא ‪Z1?%‬א‪¥=,‬و=א‪، 5 *,‬و&=‪e5 1‬‬
‫&‪%‬وق&‪6‬א‪ ,‬א?دא‪1v‬و‪ U‬א ‪2‬د]&‪،G‬و&=‪ o ,e5 1‬‬
‫א‪P?nd'??56/5 5 *,‬א‪IC1C ?،?]'E‬א;‪- :‬و© ?‪?،‬وא‪ZD‬‬
‫?‪D‬لא‪6 E‬ل?‪?،‬א ‪,KKZ1?%‬ذא؟?‪A ^R?،‬א‪1 ?،?6‬א!א ?‪ w?،‬‬
‫‪% #‬א‪?،?6‬א‪6‬א א‪ K?]%2‬‬
‫ﺛﺎﻧﻴﺎً‪ :‬اﻟﺼﺤﻒ‬
‫‪ -١‬اﻟﺠﺎﻧ ــﺐ اﻟﻤﻌﻠﻮﻣ ــﺎﺗﻲ‪m½W‬א‪-]VU 6QH 't‬א‪<2/‬‬
‫‪،J‬وذ‪C z‬و‪%1‬א‪،tW/‬و}‪،‬‬ ‫وא‪#2/‬א‪CU,‬א‬
‫و‪،?^R‬وא' ‪- ،2/h‬א\‪56‬و‪=2‬و ‪= o‬א‪، 5 *,‬وذ‪z‬‬
‫‪s£#‬א‪W/‬א‪ K5y‬‬
‫‪ -٢‬اﻟﺠﺎﻧﺐ اﻹﻋﻼﻧﻲ‪ HdµW‬ج‪- & 6N‬א'‪K‬א‪]V‬א *!‬
‫‪#JH‬א ^אجوא & !‪،‬و‪#"vHµ‬א‪W/‬وא‪ p‬א‪،5y‬‬ ‫א‪4v‬א‬
‫‪ K56/5J‬‬ ‫‪s‬א‪ /hT5 CUl‬א‪1‬ضא‪mHU‬אא ‪J‬א‬
‫ﺛﺎﻟﺜﺎً‪ :‬اﻹذاﻋﺔ‬
‫א' *‪m%‬א ذא { ‪[]%‬ق&=‪ W‬‬
‫‪- 6N:-١‬א{אא‪ o hc‬عא\‪،56‬و;‪-5‬א‬
‫א ذא ‪ o‬א\‪D 2odK56‬א‪B‬א‪i+s ,‬و‪J‬א\‪56‬‬
‫‪=W1 5‬و}‪%"R%1%‬א‪ K=2‬‬
‫ אد‬ ‫אא א א وذج א‬ ‫‪٣٧٤‬‬
‫‪% dµ -٢‬אد‪- 6N‬א'‪K‬א‪ o - ]V‬א\‪!^w56‬א‬

‫‪#H‬א‪4v‬؛‪%;#'?U‬ود‪#"vHµ،HL٤٥‬א ذא ‬ ‫א‬
‫א‪ +‬د‪1‬و‪d#‬ذא ‪،MBC Fm‬و‪? H‬א‪ KMBC‬‬
‫راﺑﻌﺎً‪ :‬اﻟﺘﻠﻔﺰﻳﻮن‬
‫א' *‪%‬مא ‪ 1C 5‬نوא& אא ‪ W=&tN]% #KS‬‬
‫‪ -١‬א ‪2‬د]‪-‬א{אא ‪H 1C 5‬א‪2 6K‬א\‪56‬و ‪#= o‬‬
‫א& אא ‪H 1C 5‬א‪ +‬د‪1‬א‪Ws?E‬א‪E‬و‪،n‬وא‪،HX‬وא ^?‪،1‬وא‪ Ko1‬‬
‫‪%;#H d4kT5 ]VAK'?: -٢‬ود‪@r#HL٤٥nd٤٠‬‬
‫א& אא ‪H 1C 5‬א‪5y‬وא ‪،KS‬وא' ‪ KU=k]%,6‬‬
‫ﺧﺎﻣﺴﺎً‪ :‬اﻟﻤﻌﺎرض وﺣﻔﻼت اﻟﺘﺪﺷﻴﻦ‬
‫½‪?Adm‬ضو; ‪@r#<k%‬א‪e[&,‬א دא?‪#1‬א‪،456,‬و‪%A‬‬
‫ ‪dm‬دא?= ن^‪-h‬א‪54‬وא‪%",‬א &وא &‪f!"#‬א‪µ،e[&,‬‬
‫‪A-=1?%‬א‪&Q5‬א & !‪،56/51‬وא' ‪f!"6‬א [ אلא ‬
‫א‪?%‬א'‪J‬א‪5JHX‬م‪،"١٤٢٦L١٤٢٥‬و‪f!"m R‬א‪Q5‬نא‪ c‬طא‪S1‬‬
‫‪56/5‬و‪F‬א ‪%‬אع‪! &#‬א وא‪ 1T5 ÎB&vHE‬א‪-F2‬‬
‫‪?%A‬אو‪H4d‬و‪&2‬و‪!KK1v‬א‪2BD‬א‪- =S 5 ge[&,‬‬
‫‪#‬א‪P 5'E‬وא‪4v‬وא & !‪ K‬‬
‫ﺳﺎدﺳﺎً‪ :‬ﻟﻮﺣﺎت اﻟﻄﺮق واﻟﻤﻠﺼﻘﺎت‬
‫‪[; 5! &µ‬قو‪e[&m5¹5‬א‪m½6&2،2U456,‬‬
‫א‪ 't‬د]‪; -‬א‪#J ,‬אقא‪+K‬دא^א‪%,‬ن‪m½KK‬א ‪2‬د]‪-‬א‪5,‬‬
‫دא^א‪%,‬א?س‪،‬وא‪،54‬وא ‪،‬وא‪%‬وא‪K‬א\‪ 4‬א‪z5h^، 5 *,‬‬
‫א ‪+'i65‬א‪@5 5‬א ‪¥‬وא ‪Z1?%‬א‪ K¥=,‬‬
‫‪٣٧٥‬‬ ‫ אد‬ ‫ذج א‬
‫ﺳﺎﺑﻌﺎً‪ :‬اﻹﻧﺘﺮﻧﺖ‬
‫;‪K'?G5 m5x6‬א\‪56‬א‪، ,‬وא‪، 6+,‬‬
‫‪^sA @68h‬ص\‪56‬و ‪8‬‬
‫وא‪،K,‬و‪?=kdµ‬א‪ '-UR]% #sA ,‬א‪URB‬نذ‪#z‬א‪R ,‬و‬
‫א‪ ,‬א‪sA‬א ‪ K HlH‬‬
‫ﺛﺎﻣﻨﺎً‪ :‬اﻷﺳﺎﻟﻴﺐ اﻟﺒﺮﻳﺪﻳﺔ‬
‫‪F'?dµ1%1;% R‬א‪*v‬א‪-6=,‬א ‪V"6‬‬
‫ نوא ‪،Px4‬‬ ‫א '‪l‬א‪D?FQ‬لא‪6 E‬ل‪،‬و‪&h‬عאא?‪،E‬و‪z!U‬א‬
‫‪f!"m5¹‬א\‪D Hd@"RZK‬א\‪%"Rnd2od56‬א‪=2‬و‪l'd‬א‪ K=Q‬‬
‫‪f!"h µ‬א\‪{ ZK‬א‪t‬لא‪*kR-k,‬ص‪1 @=1?%µ‬ل"!‪f‬‬
‫א\‪ZK‬و‪*v5=65+‬א‪K&,‬وא' *‪%‬مא{‪%1‬א ‪l4‬و‪1 ً S1RJH‬ل‬
‫?'‪K‬א\‪D?56‬لא‪6 E‬لو‪&h‬عאא?‪ K‬‬
‫ﺗﺎﺳﻌﺎً‪ :‬اﻻﺗﺼﺎل اﻟﻤﺒﺎﺷﺮ‬
‫‪2W54µ‬ق ‪1 6‬ل?'‪K‬א\‪56‬א ‪h^،V"6‬א '‪l‬א‪Q‬‬
‫وא ‪%#P‬א?سא ‪@5‬אم‪،‬وذ‪ ^-z‬لא ون‪s‬وزא?]א‪l‬وא ‪ K@5‬‬
‫إدارة اﻟﺤﻤﻠﺔ‬
‫‪R1‬ن}‪e‬א&‪-6o;Q‬א‪%"E‬א_א‪ ',‬‬ ‫‪ d5IE-4t‬‬
‫دونو‪ D‬د‪d‬دא?] ‪T8&46‬א ;א ز‪#‬א *‪،9‬وא ‪%‬אد‪،‬‬
‫وא & !‪،‬وא @‪،‬و=¡א‪ 4‬אد?א‪s،1v‬א‪C,‬א‪H‬א‪m5xXKK6K ,‬א\‪]% 56‬‬
‫‪d‬دא?א‪ W=6"R‬‬
‫‪ -١‬اﻟﻠﺠﻨﺔ اﻹﺷﺮاﻓﻴﺔ‬
‫‪R%‬א\‪ ^-56‬ل &‪kd‬א‪2?2‬א‪#Ulv=D]% X½q +,‬‬
‫א\‪WJ"،56‬א‪+'i,‬א‪@5 5‬א ‪¥‬وא ‪Z1?%‬א‪،¥=,‬و‪5N‬א ‪q‬א‪،5‬‬
‫ אد‬ ‫אא א א وذج א‬ ٣٧٦
P 4‫"!אא‬Wind2od1?Q ‫א‬2‫א‬5N‫و‬،1v‫ א?دא‬,‫א‬6&‫وق‬%&h‫و‬

Kq^R*ksGKH‫و‬R"1%=DUX‫ن‬U‫و‬56/5I! &?v +6U
=&WT k‫א‬V Q Ht%m5;‫ذ‬d،ً 1 [&Q5‫א‬f!"6 +
5p‫א دא‬-G5 Z‫و‬،6‫وزא?]א‬nd5‫א‬q ‫א‬5N‫م‬6SH‫א‬
A‫"&א‬-‫و‬،1?Q ‫א‬2‫א‬5N S ‫א د‬z!U‫و‬،&Q5‫א‬- GKS w
K<+‫א‬BS E‫א‬-‫א‬T5 &Q5‫א‬
‫اﻟﻠﺠﻨﺔ اﻟﺘﻤﻮﻳﻠﻴﺔ‬-٢
-56/5 {‫و‬1 ?-1 6 ‫א‬s£nd_%=51 ½& -1 4µ
= ‫א‬
H‫א‬C-56/55IR@ 1:;،‫ص‬c‫אعא‬
K]? U!,‫א‬
،]kV~‫م‬R]k1‫د‬mHURB‫وא { ' א‬1 6 ‫א‬s£&Q5‫א‬m
6 '‫وא‬،& Bkwq^Rm {<;#= ‫א‬m2‫ذد‬d
K=kR '-XUE1 6 ‫א‬5
‫اﻟﻠﺠﻨﺔ اﻟﺘﻨﻔﻴﺬﻳﺔ‬-٣
W#==m5X½‫و‬P 4‫"!אא‬Wi&Q5‫א‬f!"‫س‬R
KWA ,‫א‬5}'#z‫وذ‬،56/5 4,‫وא‬H‫א‬%,‫?א'א‬%‫א‬B‫א‬Dd (R
K 5 *,‫א &א‬D H ‫] & !א‬CK ‫א‬Uv‫א^ ?א‬B‫א‬Dd (P
K 5 *,‫א‬56\‫א‬2! & (D
K ‫نא‬Q55 ,‫א‬z5h^، 5 *,‫א‬56\‫قא‬2Z1?% (‫د‬
K2%= +,‫א‬V"6 ‫¡א‬2T5 =o { K'‫"( א^ ?א‬
K 5 *,‫?א'א א‬%‫א‬B‫א‬Dd (‫و‬
‫‪٣٧٧‬‬ ‫ אد‬ ‫ذج א‬
‫‪-٤‬اﻟﻠﺠﺎن اﻟﻔﺮﻋﻴﺔ‬
‫‪d&U#& -1 4µ‬دא?‪#1‬א‪%6 'K456,‬א‪5UB‬א &‪،‬وذ‪z‬‬
‫ ‪<k%‬א\‪56‬و& !‪=2‬دא^א‪&,‬؛وذ‪6 tz‬د ‪T5‬א‪?,‬ض‬
‫وא‪tt‬א‪*v‬وא&‪%‬وאوא‪B5‬אא‪ K 5 *,‬‬
‫ﺗﻘﻴﻴﻢ اﻟﺤﻤﻠﺔ‬
‫‪ @4³‬א‪U‬א‪f!FWi,‬א\‪56‬وא‪lkt‬א‪-4GH2،ًS1R"! &2#‬‬
‫‪=(d@"R@1%‬و'‪ WJ5162=5‬‬
‫أوﻻً‪ :‬اﻹﻳﺠﺎﺑﻴﺎت‬
‫‪ -١‬اﻻﻫﺘﻤـﺎم ﺑﺎﻟﺪراﺳـﺎت اﻟﻌﻠﻤﻴـﺔ ﻟﺘﺤﻠﻴـﻞ اﻟﻤﻮﻗـﻒ‪f! "%W‬א\‪-56‬א\‪ 6‬‬
‫‪1‬א‪#55‬א‪،456,‬و?‪#‬אא‪،J‬אא" ‪:/m6‬א‪J65‬‬ ‫א‬
‫وא‪5}#GQK H'4H‬א‪d،54 ^6،WA ,‬ذ?‪R‬א‪&Q5‬‬
‫א ‪k‬א‪2‬א‪Dd6"R5‬א‪. LB‬د?א'‪!"#''R‬אא‪p‬ل‪e'6U،‬א\‪:1%‬‬
‫&=‪،‬و‪R#zkt‬ن‪%D]% mHU=QK H‬אً‪#‬א *‪،4 4v56/59‬‬
‫و ‪]? hm R=HR6U،265 'RT5‬وא‪so 5/o‬אא"‪IR،-‬‬
‫‪A‬א\‪-46 1T ;،56‬א‪ 6K‬ن ‪T5‬א\‪A-56‬سא ‪%,so‬א\‪ K56‬‬
‫‬ ‫‪ -٢‬א‪ 6K‬ن ‪T5‬א\‪ Hd#56‬ج‪-]VU 6N‬א ‪D H‬א‬
‫אא‪&A‬و‪m‬א'‪K‬א‪d، 5 *,‬ذ‪m5¹‬א'‪K‬א ‪،H 1C 5‬وא ذא ‪،‬‬
‫وא ‪]%1%D?42w،‬و‪!DZ'R‬א‪،‬و‪U‬ن ‪4‬نא ‪2‬د]‪f!"-‬א ‪D H‬‬
‫\‪ K5 +q^R 6‬‬
‫‪ -٣‬א‪ 6K‬ن ‪T5‬א\‪#56‬א‪%* 't‬אمא‪% ,‬د '‪9K‬א‪t‬ل‪:³،‬‬
‫ א\‪T5 56‬א '‪K‬א ‪1d#1%5‬لא'‪،‬و‪m½-4‬א ‪2‬د]‪U-‬‬
‫" א‪2‬وق ضو‪:‬و‪ K 5 g@1%‬‬
‫ אد‬ ‫אא א א وذج א‬ ‫‪٣٧٨‬‬
‫‪ -٤‬א‪ 6K‬ن ‪T5‬א\‪#56‬א ‪2‬د]‪-‬א‪t‬لא‪ ,‬א‪1d#J=D‬لא'‪K‬‬

‫‪P/‬א‪،6‬و} ‪-@=51‬‬
‫‪nd‬א ‪V"6‬א‪[¡2h^،2%= +,‬א‪6‬و‪ hR‬‬
‫‪N‬د‪ '?v? =£ndٍe5 ? =£‬א‪URB‬نذ‪ ^-z‬لא‪oy‬א‬
‫وא&‪%‬وא‪R،‬م‪ ^-‬لא‪B5‬א‪R،‬مא‪?,‬ض‪R،‬مא‪?1C‬א‪ K‬‬
‫ﺛﺎﻧﻴﺎً‪ :‬اﻟﺴﻠﺒﻴﺎت‬
‫‪1‬و ‬ ‫א‬ ‫‪ -١‬قא دא?]א‪=Q55‬א‪<6r&,‬א\‪56‬א‬
‫א ?]א!"&‪dKK‬ذ‪U‬نא" ‪6‬مא =א‪d UT5 ً&6r&,‬אز‪=? h‬א!"&‬
‫‪ K1‬‬ ‫و‪q%"C1C‬א‪i+,‬و<وא ‪،V"6‬و"!א‪56/5ً+K?ً2%"s‬א‬
‫‪% -٢‬م‪ &A‬א دא?]א‪=Q55‬א‪6"w6r&,‬א ‪،‬א‪T5 4H‬‬
‫د ‪D?q%56/5=6‬لא‪6 E‬لوא =א‪U‬ن‪RF-4‬ن½ لא\‪6U،56‬‬
‫א‪4H‬ذ‪ U#= ^%T5 z‬א‪ H‬قא\‪56‬وא' ‪6‬א?"‪ K‬‬
‫‪Wo -٣‬א‪C,‬א‪H‬אא' ‪m‬א‪&Q5‬א ‪d،=}51 6‬ذ‪Q 1‬وزא‪5,‬‬
‫א‪1?<1 +ºy‬ل‪،‬و‪!"%1‬אא‪Rh^ً o5,‬ن"!‪f‬א\‪56‬م‪E‬ول‬
‫]‪،‬و" ‪#6*oW4Z5 1‬א ‪ H‬جوא‪:‬وא&‪،v‬و~@‪-‬א&‪%‬א‪B‬א‬
‫א‪-]?4 ,‬א‪&Q5‬א & !‪6"w1‬د @א\‪i+A-ً56‬و‪J‬א =א‪6r&,‬‬
‫‪!"-BJkGHRtd،k4v‬אא‪2D،‬א\‪56‬‬
‫ ‪l2T5‬אز&‪%‬د]‪%D‬אً‪-٪٢٠X½t‬א‪]%,‬א‪&C‬א‪F9*,‬‬ ‫א‬
‫‪ Kً+‬‬
‫‪WA -٤‬א\‪= 5;%& 56‬א‪E‬و‪n‬و ‪%‬مא' ‪6‬א?"‪%Q H‬م א‪2‬א‪ +‬‬
‫א ز‪ ,‬א‪5h‬א‪:‬وא&‪ Kv‬‬
‫‪٣٧٩‬‬ ‫ אد‬ ‫ذج א‬
‫‪ -٥‬اﻟﺤﻤﻼت اﻟﻮﻃﻨﻴﺔ اﻟﺸﺎﻣﻠﺔ ﻟﺘﻮﻋﻴﺔ اﻷﻣﻨﻴﺔ واﻟﻤﺮورﻳﺔ‬

‫‪ًB%1‬א‪ -‬م‪ T ;"١٤٢١‬م‪،"١٤٢٤‬‬ ‫‪!Ò H‬א‪-E‬אم‪ s?R‬‬
‫‪ ?km}]%1%D1‬‬ ‫‪ T ;WA @L‬م‪5e5[R:;،"١٤٢٧‬‬
‫?‪ K?J 41‬‬
‫‪CU‬א‪%"E‬א_א‪ 6/5‬א‪s?E‬א‪E‬و‪s£ ¹<''R<2%"#n‬‬
‫א\‪، 6‬و‪BD‬א‪#_ ^t‬א‪%"E‬א_א‪KK54hc‬و½‪X‬א‪2%F‬نא‪''E‬ن‬
‫‪ W#‬‬
‫‪6& -١‬א\א‪¥E‬و; ‪C‬א‪i+,? v‬و‪ 6 q%‬م‪2R‬אدא‪،s6 p‬وذ‪z‬‬
‫‪RP-‬ن?א‪?4‬אعوא‪i+4‬ول ‪ K?G ?-‬‬
‫‪%[ -٢‬א ‪A‬و‪? +D%‬א‪D?<X‬لא‪-E‬و‪2R‬אدא‪C1CDR-s6 p‬‬
‫א = د‪-1A 5‬א وא\‪-%‬א\ אد‪.‬א‪,‬و?‪RR%-،1‬ن?א‪ ,‬א[‪D? "-‬‬
‫א‪-E‬א‪E‬ول?‪ K‬‬
‫وﻗﺪ اﻋﺘﻤﺪ ﻓﻲ ﺗﻨﻔﻴﺬ ﻫﺬﻩ اﻟﺤﻤﻼت ﺑﺸﻜﻞ ﻋﺎم ﻋﻠﻰ اﻹﺳﺘﺮاﺗﻴﺠﻴﺔ اﻟﺘﺎﻟﻴﺔ‪:‬‬
‫‪ -١‬א‪6 "t‬م א‪ZH‬א‪65‬و ‪%‬مא‪ Q'T5 ? At‬وو‪eKL‬א‪,‬و?‪dKK‬ذ‬
‫‪¥‬א‪-E‬אم‪#U?v,‬א‪½i,‬א [‪¥‬א‪E‬ول‪ +5‬א‪,‬و?‪1‬א!‪&1%G ARI‬‬
‫א‪% z5,‬א‪،C1C‬و‪ ^#BD‬م ‪Gh‬א‪6 "t‬م ‪@6‬و& ! ‪@L،‬‬
‫‪A‬مא‪-E‬אم ‪k‬א_ ‪! &T5‬د?א'‪%‬א‪5! &A' H‬א ‬
‫א‪E‬و‪ndm2%"،n‬د?א'א‪J65 4vWA ,‬سא‪1 +,‬א‪2,‬وא‪"t‬‬
‫وא‪#s6 Q65U 5+‬א‪ '-456,‬د‪<1‬و‪،<6‬وذ‪ ;z‬لא א‪ZH‬א‪,‬و?‪1‬‬
‫وא‪A6U،&E‬مא‪,‬و?‪%‬א‪B= H‬א\‪56‬א‪E‬و‪@1 n‬א\‪?%56‬א'‪%‬א‪6*oH‬‬
‫‪U،ًS1R‬ن‪!"Wi‬אא‪P 4‬א;‪:‬א‪ K=2K‬‬
‫ אد‬ ‫אא א א وذج א‬ ‫‪٣٨٠‬‬
‫א' ‪6‬א‪-E‬אم‪Dd#‬א‪B‬א‪-%1C,‬د?א'א ‪#،@1‬ذ‪z‬א‪Z+HD‬‬

‫א\ אد‪.‬א‪,‬و?‪nd2od،1‬א‪lk‬א‪#GU‬א‪½i,‬א [‪¥‬א‪ +5JHX‬א‪,‬و?‪1‬א‪%&,‬‬
‫‪&1%#‬א‪% z5,‬א‪٢٠٠٤{6 '٢١-١٨-C1C‬م‪ K‬‬
‫‪? -٢‬و ‪-1 4#J‬א‪%"E‬א_א‪R54hc‬ن‪ًh^ًk،<k6v‬‬
‫ א‪،&E‬و»^ א‪,‬و?‪ K1‬‬
‫‪٦<541‬و‪٨‬‬ ‫وא‬ ‫‪]%;µ -٣‬א&‪v‬طوא א‬
‫‪ K92s'R‬‬
‫‪-< H4vµ -٤‬א‪Q5‬ن‪ W‬‬
‫‪ (R‬اﻟﻠﺠﻨ ــﺔ اﻹﻋﻼﻣﻴ ــﺔ اﻟﻤﺮﻛﺰﻳ ــﺔ ﻓ ــﻲ اﻷﻣ ــﻦ اﻟﻌ ــﺎم‪i+n :‬وא *‪9‬אم‬
‫‪،1‬وو‪so‬א‪%"E‬א_وא ?אא‪@'?s،''E‬‬ ‫‪ 6/5‬א‬
‫א '‪l‬א‪Q‬وא‪Q=&,‬א‪،65‬و‪k ،ًS1RT&8‬א_ ‪@6T5‬و& !"!‪f‬‬
‫א\‪ 4v 6‬م‪1SAn 6U،‬א ‪ H‬جوא‪:‬وא&‪q +T5 v‬و'‪K‬‬
‫مא ‪ K1V"6‬‬ ‫א‬
‫‪ (P‬ﺗﻜــﻮﻳﻦ ﻟﺠــﺎن ﻓﺮﻋﻴــﺔ ﻓــﻲ اﻟﻤﻨــﺎﻃﻖ اﻟﺴــﻌﻮدﻳﺔ ﻛﺎﻓــﺔ‪?%n 1W‬א‪kB‬طא‪e[&,‬‬
‫א‪i+ 5 *,‬وא ‪k‬א_ ‪،=5‬و =‪،‬و‪B'¨?1 T5 61‬و‪f!"BS R‬‬
‫א ^ لא‪-1=v‬א‪ Ht<+‬قא\‪،56‬و^ ل‪]l2‬‬ ‫א‪Q5‬نא‬
‫א‪#1CU,‬‬ ‫א\‪f!"6KًS1R56‬א‪Q5‬نא &‪se+‬א‪&Q5‬א‬
‫א‪-E‬אم‪،‬و ‪i+6/‬و}‪ WJ51e‬‬
‫‪ -‬א א‪%‬א^‪d#5‬دא?אو‪2R‬عא‪-E‬אم‪#‬א‪ Ke[&,‬‬
‫‪-‬א ‪%‬אدوא ‪#56/5C=Q‬א‪ Ke[&,‬‬
‫‪-‬א‪?v Ht‬א‪%,‬א‪JH‬א ‪ KG &#UJ5‬‬
‫‪٣٨١‬‬ ‫ אد‬ ‫ذج א‬
‫‪ -٥‬א‪R=DU-Z5‬و‪A‬ع;‪#J 4‬א\‪i+6}56‬و ‪2R‬אد‬

‫א ‪? =6‬א‪%‬א^‪J +&IRFG1%J5‬אع‪@"'E@L،E‬وذو‪? =6Q5@L،@=1‬‬
‫א‪ 4v@=%^-_%= +,‬م‪f!"-Z5[6UK‬א =א\‪، 4‬و‪z!U‬‬
‫‪-‬אعא‪c‬ص‪،‬א‪1 ½#U?v,‬א\‪e1[- 56‬א ‪1‬א‪,‬و‪ '،2‬א‪URB‬ن‬
‫ذ‪Rً& z‬مد‪ Kً1‬‬
‫‪ -٦‬א ‪2‬د]‪% {UR-‬د‪--4‬א‪Uv‬א‪ +‬د‪N#1‬لא موא ‪ H‬ج‬
‫א ‪،¥‬و"!א‪D‬א‪Q &,‬א&=‪% K‬د]وذא‪ K 5 g?42R‬‬
‫‪ He5^ -٧‬ع‪-‬א &‪<2‬א‪N#e[&,‬لא א‪،e[&,hc‬وذ‪z‬‬
‫א‪;ds1CU,‬א ‪h‬‬ ‫ ‪6‬دא‪ c‬طא‪S1‬א‪=%‬א‪&Q5‬א‬
‫א א‪#e[&,hc‬א' *‪%‬אم‪Z'R‬و‪ 5 g?42R‬و&‪+2‬‬ ‫‪Q5‬نא‬
‫‪#‬א ‪ KG+ HmA‬‬
‫‪ µ -٨‬א‪C,‬ج<‪-< H‬א‪t‬ل‪W‬א‪t‬لא ‪،IV"6‬و ‪f! &m‬א‪&Q5‬‬
‫א‪-E1CU,‬אم‪،‬وא‪t‬لא‪ ,‬א‪J=D‬وא ‪sJ5‬א ‪V"6‬و ‪m‬‬ ‫א‬
‫א‪Q5‬نא & !‪ Kf‬‬
‫ﺣﻤﻠﺔ اﻟﺴﻼﻣﺔ اﻟﻤﺮورﻳﺔ ﺗﺤﺖ ﺷﻌﺎر "ﻳﻜﻔﻲ"‬

‫‪f!"BD‬א\‪WA %56‬א' ‪P?16‬א‪،< &+‬و‪V%‬א‪d‬دא?‪#1‬‬
‫‪=D‬زא‪،-E‬و‪#z!U‬א =א‪i+,‬و ‪-‬א\‪،56‬و‪m6AR‬א\‪=k]%,56‬وא;‪%‬‬
‫‪%‬א‪"١٤٢٧L٤L١-1‬א‪ ,‬א‪٢٠٠٦L٤L٢٩e2‬م‪ K‬‬
‫اﻟﻬﺪف اﻟﻌﺎم‪vHW‬א ‪"?[d#‬א‪e/ G9*,‬א‪ +‬א‪,‬و?‪ K1‬‬
‫ אد‬ ‫אא א א وذج א‬ ‫‪٣٨٢‬‬
‫اﻟﻬـﺪف اﻟﺨـﺎص‪%+W‬א‪ +‬א‪,‬و?‪e6{ 1‬א ‪J‬א‪,‬و?‪ ^-I‬ل‬

‫א‪< gT5 CUl‬و?‪F< 1‬א‪، +‬ووزא ‪ KE]?k‬‬
‫ﺷﻌﺎر اﻟﺤﻤﻠﺔ وﻫﺘﺎﻓﻬﺎ‬
‫ ‬
‫ ‬
‫ ‬
‫ ‬
‫א^ ?א‪ 6K‬ن ‪T5‬א\‪?J 41??k56‬و" ?] ‪-‬دא‪XR"?[d]K‬‬
‫‪%+‬אً‪r&5‬مא‪,‬و?‪C?X:;،I‬א‪; 5‬א‪,‬و?‪،1‬و ‪I‬א‪½T5 ?v‬زج‬
‫<א‪e1‬و‪[g‬א‪ +‬و‪sA‬א ‪2?X½1C?s،]?k‬א‪f!"X,s6 p‬‬
‫א‪K *,‬و‪?%&1‬ج}‪!"m‬אא‪ %?v‬ل ‪?k‬אא‪,‬و?و ?]א‪?v‬و‪?k‬‬
‫א‪-E‬אم‪ K‬‬
‫و‪!"Jr;%‬אא‪ ?v‬لوא‪<?v Ht‬א ‪? =6‬א‪rH،_%= +,‬אً‪G [+‬‬
‫‪:;-‬א ‪]4‬وא‪_%F‬و‪G %‬א א‪=r ;=+1HH?]? #o‬وذאد‪t‬‬
‫‪q% D‬א‪ +‬د‪،<1‬א!‪d-1‬ذא‪o‬ق=@‪ AR‬א?‪ ^J 41‬ص?د‪t‬‬
‫^‪،‬‬
‫‪T5‬א‪eS‬א!‪%o=5KAP &1I‬א‪R6‬وא لא!‪-?%1I‬א_א ‬
‫و"‪]?kd&"J‬وא‪e1Snd/o‬א‪i+,‬ولوא‪ ,‬א[‪]XU--‬א\ אد‪.‬א‪,‬و?‪#1‬‬
‫א‪ K456,‬‬
‫اﻟﺠﻤﻬﻮر اﻟﻤﺴﺘﻬﺪف‬
‫ذ‪U‬א '‪l‬א‪RQ‬نא\‪v=D 56‬א‪K‬א‪s،2Us6 p‬א‪¡2T5 CUl‬‬
‫א‪ KPv‬‬
‫‪٣٨٣‬‬ ‫ אد‬ ‫ذج א‬
‫اﻟﺘﻨﻔﻴﺬ‬
‫‪f!"C‬א\‪ "='- 56‬א‪T5 "? A‬א א ‪,‬و?‪1‬دونא‪ c‬ض‬
‫‪#‬א‪1S‬א‪،&E‬و"!א ‪e'@5'GD‬و‪R‬ن[‪GZ‬א‪VXUWi,‬אً‪ K‬‬
‫‪ ^-=r1‬لא '‪l‬א‪Q‬و‪2-z!U‬א & !א ‪Wo،56/5J5‬‬
‫א‪C,‬א‪d،H‬ذ‪µ‬א‪6 t‬د‪ &AT5 VU4v‬אא ‪ 1C 5‬نא‪ +‬د‪،I‬وא‪،%p‬دون‬
‫א‪UqÊ‬ن‪ً o‬‬ ‫א& אא ‪KS‬א‪R6U،qÊ‬نא‪#? =r‬א '‪K‬א‬
‫‪-4،ًS1R‬دون‪zk‬א' ‪Rm‬ن‪ K"V"£nd‬‬
‫‪1‬א& ‪K‬א‪-%t] D,‬א' ‪6‬א?"‪#I &'4v‬‬ ‫ ‪f!"J‬א\‪ 6‬א‬
‫‬
‫ ‪ +T&8''R o‬א‪,‬و?‪ d-%tGHR6UK1‬د]א !‪ K'VU‬‬
‫و ‪ o‬א‪ +‬א‪,‬و?‪<1‬א &وא‪ KqÊ‬‬
‫اﻟﺘﻘـﻴـﻴـﻢ‬
‫‪Dd-١‬א‪B‬א‪?%‬א'א‪5/ 65‬א‪WA ,‬وא _ ‪T5‬א‪54v,‬و@‬
‫א& ‪،K‬وא ‪2‬د]‪-‬א‪?%‬א'א‪65‬وא ;‪B‬אא‪,‬و?‪#1‬א ‪6‬دو‪~h‬‬
‫א‪%"E‬א_א‪,‬و?‪ 6\1‬א ‪ K‬‬
‫‪-٢‬א ‪2‬د]‪ 2R-‬אدא‪BR#[v‬א‪456,‬و‪41d‬ل‪R‬א‪tt‬א‪%,‬א‪H‬‬
‫وא‪ ,‬א‪،@F=D‬وذ‪ ^-z‬لز‪?1‬אא‪%,‬א?سوא ‪،‬و‪ ^-‬لא‪?,‬ض‬
‫وא وא‪vHE‬א‪ ,‬א‪z5h^،=D‬א‪C&5 ,‬ول?‪D‬א‪nd-E‬א‪?v‬ع‪،‬‬
‫و &‪%‬א ‪?k‬אא‪,‬و?‪ ،1‬ز‪s1‬א'‪K‬و‪e1[- F1d‬א _وא‪ 5+‬‬
‫א‪,‬و?‪I‬א‪ ,‬א‪ KJ=D‬‬
‫‪-;+ -٣‬א\‪#1‬א & !‪-ً He5^،&U#‬‬
‫א &‪ Hd#=[k<2‬جא'‪K‬وא^ ?א '‪K‬א‪ 5y‬א&‪[v‬‬
‫א‪t‬א‪، 5 *,‬א‪T5 J(d4v4H‬א‪E‬دא‪B‬و‪ KG H‬‬
‫ אد‬ ‫אא א א وذج א‬ ‫‪٣٨٤‬‬
‫‪! & -٤‬א\‪ 6‬א ‪ U#6 +4v1‬م‪!"،E١Fً 1‬א‬

‫א‪6 't‬א?‪e5¤‬א ‪VLw‬א‪l,‬א‪%816U،%62@U‬א‪1‬א‪#]%DK He/ T5X,‬‬
‫'}‪%"Re‬א_א\‪T5 6‬א‪1 +,‬א‪2,‬وא‪"t‬وא‪ KU 5+‬‬
‫‪ -٥‬ز‪i+s1‬وא ‪e T5‬א =א\‪ 4‬א‪Un :³ 5 *,‬‬
‫‪i+=D‬و &‪%@L،= +‬ذ‪"V"£z‬وא‪!"e5¤K=D‬אא ز‪s1‬‬
‫‪-‬دون‪@6 ]VUًh2-zk‬א'‪T5 K‬א ‪V"6‬א‪،[A2%= +,‬دون}‪6‬‬
‫‪ '،r"W4‬א‪URB‬نذ‪-¢z‬אم‪R‬م‪=Q5‬א\‪ 4‬א‪ K]! &,‬‬
‫‪1 -٦‬א‪Q5‬نא‪5‬א‪1CU,‬وא ‪#‬א‪-E‬אموא‪% [v‬אد‬
‫‪1‬و& !"‪Q ]%,،‬وز‪#=kRL L‬א‪R%1،&+‬אً‪ 1ً(d‬‬ ‫א\‪ 6‬א‬
‫‪f!F‬א‪Q5‬ن‪R‬دא‪6 RB‬لא دون‪B R‬و© ‪]?%A-%}ً~،q^R‬‬
‫א‪Q5‬ن ‪T5‬א‪6‬א‪ K@5+‬‬
‫‪1‬א‪1Shc‬و‪ 4v‬א‪,‬و?‬ ‫‪C½ -٧‬א‪-VX4‬א ‪D H‬وא'‪K‬א‬
‫‪1‬א‪h^، 5 *,‬א ‪D H‬א ‪H 1C 5‬א;‪T5 =S‬‬ ‫{א\‪ 6‬א‬
‫‪ D‬א‪ CK‬ودو‪ K‬‬
‫‪ ; -٨‬ل"!‪f‬א\‪]% { DH@T5 6‬د?א'‪d،‬ذ‪R‬و‪m/o‬‬
‫‪q%;d‬א‪?%‬א'‪R‬ن‪-٪٥٠-XUR‬א‪<L /,‬ذ‪U‬وא‪@=HR‬א' دوא‪]VUD?%‬‬
‫و‪%D]VU‬אً&=‪-٪١٤،‬ذ‪U‬وא‪% +1@=HR‬وא&=‪2R6U،‬د‪w٪٣٦‬ن‬
‫"!‪f‬א\‪U 6‬ن‪VU‬אًو‪VU‬אً‪%D‬אً‪٪٤٥،‬ذ‪U‬وא‪ GHR‬ل‪،‬و‪%UR‬‬
‫‪6"R٪٨٠‬א' ‪6‬א?‪f!"X‬א\‪dF، 6‬א"@ وא ‪٢٠٠٥، #‬م‪،‬صص‪٨٠٦K‬‬
‫‪ KE٨٠٧-‬‬
‫‪ 345 6 7.8 (١F‬א‪ ! .2‬א‪ ./ 0 1‬ل ‪ -‬א‪+,‬ل )"( א' & ‪!" #$%‬س‪K‬‬
‫‪٣٨٥‬‬ ‫ אد‬ ‫ذج א‬
‫اﻟﺴﻠﺒﻴﺎت‬
‫‪-‬א‪%DJ‬אً‪R‬ن ‪dh^،6 45'%D‬ذא‪U‬ن"!אא‪¤6‬‬
‫‪،‬وذ‪]r&e5 1=&T k? EQ Hz‬א‪i+,‬و<‬ ‫‪? R‬א א‬
‫‪ 5‬و‪% -=5 Zl1‬م‪F‬وא‪- { 5? E‬‬
‫א =وא‪Uv‬א‪ KqÊ‬‬
‫ﻟﻌﻞ ﻣﻦ أﻫﻢ ﺳﻠﺒﻴﺎت ﺣﻤﻼت اﻟﺘﻮﻋﻴﺔ اﻟﺨﺎﺻﺔ ﺑﺎﻷﻣﻦ اﻟﻌﺎم ﻣﺎ ﻳﻠﻲ‪:‬‬
‫‪ -١‬א\‪ndD‬א‪#CUl‬א ‪d،‬ذ‪-GHd‬א ‪4‬ن‪R‬ن @א ‪-‬‬
‫^ ل‪- 6N@1%‬א‪%"E‬א_א‪h^،v ,‬د‪s&R1SA‬א‪1S‬‬
‫א‪,‬و?‪5#1‬وא;‪d،]%‬ذ‪d‬نא ‪? =6‬א‪Rs +1t_%= +,‬ن‪Z +1‬ذ‪ ^z‬ل‬
‫‪٦<]VA]l2‬و‪،s'R٨‬و"!א ‪f!"(J‬א\‪%"RT5 CU 6‬א_‬
‫و½ ‪%"RT5‬א_‪!،s1'4vq^R‬א(‪RZ‬ن‪ < 1‬א א‪,‬و?‪1‬‬
‫‪1‬א‪،&E‬وא‪? A‬א‪-E‬אم‪G 5#‬א‪T5 EJ 41F]VÊ‬‬ ‫وא\‪ 6‬א‬
‫‪1SA‬و?‪%1‬د]‪F‬א‪، +‬و‪sA‬א ‪R%1E]?k‬אً‪#‬א‪ft‬א‪،/‬و"!א‬
‫‪+ 1‬א‪ Ht‬א‪E‬و ‪=;-‬و}‪%"Re‬א‪CWo-@~=2‬א‪= H‬‬
‫و‪d،=%A‬ذ ‪Q‬وز‪ K92s'R?R‬‬
‫‪ -٢‬א\‪ndD‬א !‪ K'VU‬א א‪<+‬א &وא‪d،qÊ‬ذ‬
‫‪J 41tGHd‬א ق‪ o 65‬ع‪],‬وא;‪ً½GH+H@L]%‬وא‪1Sft‬و‪ 4v‬‬
‫‪9?X o 62،]%1%D‬א\‪C‬אم‪،‬وא‪، +‬و‪sA‬א ‪،]?k‬وא ‪Q‬وز~‪V‬‬
‫س=و‪e2‬‬
‫א‪،G 6+,‬و~‪-"V‬א‪ o ,‬א‪,‬و?‪RZ(،1‬ن‪1‬د!‪VU‬א& ‬
‫^‪?%‬و'‪،‬و‪2td‬نא ‪VLw‬א!‪D-e/ 1I‬א‪B‬א\‪/6S156‬و‪،J ¤‬و"!א‬
‫‪q%;dG%UR‬א‪?%‬א'א ‪6‬א‪R‬و‪'T5 m/o‬א‪X,‬ل‪RWU‬ن?‪9‬‬
‫ אد‬ ‫אא א א وذج א‬ ‫‪٣٨٦‬‬
‫א\‪C‬אمא‪4v Ä‬وא‪U6x o‬ن ‪%G5‬א‪B= H‬א\‪56‬א‪E‬و‪dF،n‬א"@‬

‫وא ‪٢٠٠٤،#‬م‪،‬صص‪ KE٨١٤-٨١٣K‬‬
‫‪% -٣‬א‪?%‬א'א‪65‬א‪@ m1DR‬א\‪ 6‬א‪,‬و?‪w1‬ن"&‬
‫א‪5+‬א‪J&1‬א‪6 "t‬م=‪ WX‬‬
‫‪% (R‬م‪1 U‬א'‪K‬و‪z!U‬א '‪?42Rh #K‬א ‪V"6Q5‬‬
‫א‪F،2%= +,‬א‪،E"١٤٢٢،Z[-‬و"!א‪]X4Q Hs‬א‪%"E‬א_א‪ C5 +‬م‬
‫‪#]XU‬א'‪K‬א‪، 5 *,‬و‪#‬و‪i1،VAmA‬د‪% ndI‬مא‪h T5 ]?%‬‬
‫א'‪ K_U4vK‬‬
‫‪% (P‬مא ‪ h‬ل‪nd‬א ‪#P‬א‪%,‬א?س‪e1[- h^،%D4v‬‬
‫א‪t‬لא‪ ,‬א‪mX6UG 6"R-@~،J=D‬ذ‪z‬א&‪1r‬א‪،65‬و‪% 6U‬‬
‫‪q%;dًS1R‬א‪?%‬א'א א‪2R‬د‪w‬ن‪@r‬א !وא ‪#P‬א‪,‬א;‬
‫א‪?%‬א'א‪1 5 *,‬ون‪R‬نא‪@"R-@5,‬و'‪K‬א א‪J&1‬א' *‪%‬א=‪VLw 5‬‬
‫‪T5‬א ‪d،P‬ذذ‪-٪٤٢U‬א ‪RP‬ن‪VLw‬א‪VU%1@5,‬אً‪٪٢٦،‬‬
‫‪ &5‬אא ‪ ،KS‬و‪HD=65٪٢٥‬وא‪V+,‬א‪ ،‬و‪F، 65٪١٣‬א ‪،#‬‬
‫‪،٢٠٠٤‬ص‪ KE٨٤٨‬‬
‫‪ ^-=r1 -٤‬لא‪?%‬א'‪R‬ن"&‪? A‬אً‪#‬א &‪d<e+‬دא?]א\‪56‬‬
‫وא =א‪i+= T5 s‬و &‪= +‬و‪DR-،"V"£‬‬
‫א ‪-%Uw‬و‪ h‬لא‪nd 5,‬א ‪V"6‬א‪،2%= +,‬و‪o‬و?]‪ ^%‬نא\‪4v56‬‬
‫‪،J52‬و‪½d‬مא‪ r; %& 6=,‬א =א‪Rs +‬ن ‪h‬א'‪K‬‬
‫;‪Z+‬א‪ Kc‬‬
٣٨٧ ‫ אد‬ ‫ذج א‬
A ‫אموא =ذאא‬-E‫א‬#<‫و‬i+,‫א‬-‫ع‬+&" -٥

،1 ‫ א‬6/5Q H2%= +,‫א‬V"6 ‫א‬A-U 5'K HT5 ‫א\ ل‬#
K/DHV~1 ‫א‬56\‫א {א‬td‫و‬.‫א\ אد‬#VU‫ ض‬Ä‫]א‬%"vX
? RT5 %6 1G% -56\‫نא‬w-sA‫א א‬#-65‫א‬K &‫א‬%
2,‫א‬1 +,‫א‬T5 V ‫مسא‬, ‫א‬Z5 1Q&‫א?א‬%‫س‬A‫ن‬R6U،]VXU
@ 1JU 5+‫א‬VLw ‫نא‬Rndf Ht‫א‬J&16U،92ًU 5'‫و‬،ًS1R"t‫وא‬
54zk‫دون‬-4،51 [&‫]ز‬%,6 +1I!‫א‬IVLw ‫א‬#,‫@א‬U‫א‬l‫{א‬
‫א‬V ,‫א‬-VX4‫א‬q%T5 VLw ‫א‬D?‫د‬%6 ‫و‬،=hc‫א=א‬VLw1
'‫?א‬%‫א‬B‫א‬D‫אم‬-E‫ مא‬1‫ن‬wtdTw 1t‫و"!א‬KK=% -56\hc‫א‬
Q&‫א?א ?وא‬%T5 J65 4v_ 5،q^R‫]و‬l2< ‫א‬
K5 ‫وא‬
‫ אد‬ ‫אא א א وذج א‬ ‫‪٣٨٨‬‬
‫؟‪K‬‬ ‫‪ J١‬א‪ ,‬د{אא ؟وא ق&=و< א א‬
‫ ‬
‫ ‬
‫‪K‬‬ ‫‪C@"R- .%} J٢‬אو'‪5‬אא א‬

‫ ‬
‫ ‬
‫‪#&1%‬א‪456,‬؟‪K‬‬ ‫‪--+WU،z1R?# J٣‬و‪ so‬א א‬

‫ ‬
‫ ‬
‫‪1‬א‪+‬؟‪=5K'?m"،‬و‪= vHR‬؟‪،‬‬ ‫‪q%;dU! " J١‬א\‪ 6‬א‬
‫و"‪z2LR‬؟‪K‬‬
‫ ‬
‫ ‬
‫ ‬
٣٨٩ ‫ אد‬ ‫ذج א‬
K‫؟‬S2E‫=א‬HRq‫ذא‬,-Ó‫و‬،= d1 5S2R- .x%} J٢

‫دس‬+‫א א‬#]‫א א?د‬+‫ א‬6\‫א‬q%;d! &‫@و‬6 ًg@'?‫ א‬J٣

Ko,‫]א‬l ‫ ^ لא‬5-%Q '‫א‬2‫=و‬6 ‫ن م‬R%

qً o l^‫א‬KK56\‫א‬h& ‫^ אو‬UT5 m2x‫ن‬R%‫ אنو‬J٤

5@6‫و‬9 4ً‫ ?א‬so@L،G ; 5,‫א‬Us£‫وא‬،G 6"R
KGh^1

‫ אد‬ ‫אא א א وذج א‬ ‫‪٣٩٠‬‬
‫ מ אط‬
‫ﺣﻤﻠﺔ اﻟﺘﻮﻋﻴﺔ اﻹﻋﻼﻣﻴﺔ‬
‫ א و د و‬ ‫‪#$%‬د"!‬
‫) ‪7‬ز ‪5‬وא‪،4‬و'‪2*+‬م!و‪/0‬א'‪()#*+',K .‬א!‪%‬و'& ‬
‫א@? وא‪9 =>+‬و<;‪ K 89:‬‬
‫اﻟﺤﻤﻼت اﻹﺧﺒﺎرﻳﺔ‬
‫'‪GHI"J"#‬א‪9%;>*F‬و"! ‪9،C8DE‬و‬ ‫‪!" A#.;B‬‬
‫ ‪,O#'! PCQ‬ع=‪ H‬אس‪K‬و ‪!%‬د‪*<@ A‬ج‪()K‬‬
‫א‪YZ‬و"‪>E.B‬س ‪ &'XW‬א > ‪9،ً W‬و"‪U,‬ل‪ KR"KKK:BS‬‬
‫ﺣﻤﻼت اﻟﺼﻮرة اﻟﺬﻫﻨﻴﺔ‬
‫'‪#‬א‪_(F‬א\^ ‬ ‫‪،‬و ‪#$%‬د"!‬ ‫ ]‪# +BO#‬א\ א[!‬
‫وא ‪9‬وא‪d I eZ‬א* ‪#+UcB‬و‪#‬دא`‪9ً #*b‬و'>‪a‬א`‬
‫‪OB;'# #B‬אولوא‪P_(F‬‬ ‫'‪PdbH‬א\وא‪،XH;*+F‬و ‪!" A%‬‬
‫‪hG# i>?،,( Ge‬א ‪،‬و';م!>‪h‬א(وא‪،gH‬و‪fb #',‬‬
‫א\ >* ‪cB‬و';‪OB‬א‪9 > F‬و")‪9jBj *h +'#‬و'& ‪ KGe‬‬
‫اﻟﺤﻤﻼت اﻟﺘﻌﻠﻴﻤﻴﺔ‬
‫‪fb P‬א\ !د@‪ikB‬א;‪h>!O0‬א\>"‪,‬عא‪%;>*F‬و'& א? ‬
‫و>= '‪،E‬و^‪9m,*BE‬ن<‪=–C‬د‪ &'–X0> HSX n‬א‪P‬א@? ‬
‫‪ ٣٩١‬‬
‫ ‬ ‫א‬ ‫‪٣٩٢‬‬
‫وא‪K =>+‬و' ‪ B ! p W=9‬א;‪9>\O0‬ن ‪o‬لدون'‪: H‬و'‪b U‬‬

‫א ‪X‬א‪X#$ q>F‬א‪ U ^>%;>*F‬א`!‪O*B#;BS‬א*‪Kb U‬و‪O*B‬א*‪2‬א ‪P#‬‬
‫‪8‬א)*(‪ G‬ض ‪!cB *>ً W‬אضو‪S‬قא‪9،E B,‬و= ‪ U‬א*‪pr9.‬‬
‫=א‪9B(CG‬و‪9C< HS‬و ‪ K0,%‬‬
‫اﻟﺤﻤﻼت اﻹﻗﻨﺎﻋﻴﺔ‬
‫א;‪ &' >\O0‬א@? وא‪9، =>+‬و' ‪jBj‬و'! ‪O‬‬
‫<*ج>*‪/ 2‬א‪،: ,‬و'‪2*+‬م^‪W‬؛‪"X‬ن ‪Ou‬‬ ‫א@? ‪،‬و ‪!" A%‬‬
‫'‪P#‬א‪ &'J"B#‬א@? وא‪ =>+‬؛و‪b‬א‪;n،‬‬ ‫‪ A‬א*! א[!‬
‫‪، !," > '>Ax‬و‪Ge>A‬ذ "‪KK !,‬و ^‪b‬א‪ K‬‬
‫ﻣﻨﺎﻫﺞ ﺣﻤﻼت اﻟﺘﻮﻋﻴﺔ اﻹﻋﻼﻣﻴﺔ‬
‫‪#.;B‬אذجא` ‪O.'d I‬א\>*‪ 9: ;Q‬א‪yz#n،#n‬ذج‬
‫' *!>‪h‬א[! م‪،‬و‪h>!KI9‬א*‪،:B+‬و‪ h>!Wr‬א‪{*' !*$‬وز‬
‫א[‪,‬ع"‪nJ‬ضא;)ن ‬
‫أﺳﻠﻮب اﻟﺼﻴﺎﻏﺔ‬
‫ ‪O#n‬אو"د‪G‬א=‪%;>*> n،#‬‬ ‫‪^*B‬ن‪k eq>9‬אא[!‬
‫‪O#n‬אو"د‪G‬א=‪9XH,#‬ن)*‪ &*E >! r'|9dm,‬א? '‪9E‬و>= '‪=KE‬‬
‫‪^*B‬ن‪q>9‬א‪^' ً]B9k .‬א‪G‬א؛‪^*n‬א‪HP U G‬אوא}‪U‬‬
‫!> ‪9i^K#‬ن‪^B‬ن *@ً‪^*n،‬א‪G‬א^‪~B W‬د|"‪J‬א‪+‬مو‪DG‬א^‪ Kf‬‬
‫ﻃﺮق ﺗﻨﻈﻴﻢ اﻟﺮﺳﺎﺋﻞ‬
‫‪S!z‬قא*‪9m *+)#‬ن)‪Ou‬א‪X0‬א‪WXW >\eZ‬א*‪O u‬‬
‫א*‪،%G‬א*‪i+8O u‬א‪،!F‬و‪i+8‬א\ ‪j‬א‪،%)^F‬و‪i+8‬א‪،:F‬وא*‪O u‬‬
‫‪i+8‬א‪، .‬و‪i+8‬א‪Hk‬وא‪،Z‬وא*‪i+8O u‬א*‪O u‬א‪ K%+U‬‬
٣٩٣ ‫א‬
Sequential-Request Strategies ‫إﺳﺘﺮاﺗﻴﺠﻴﺎت اﻟﻄﻠﺒﺎت اﻟﻤﺘﺘﺎﺑﻌﺔ‬

X ‫אمא א‬2*‫א‬XF‫א‬# m *+B@ ‫ وو‬, I9qH}{ *)
p>! X!K%;>*F‫א‬XH, ‫א[ذ!ن‬h>!‫ل‬.\‫א‬X$9 $GZ‫وא]&طא‬
h>!‫ل‬.\‫א‬XF‫א‬m *+B#;BS!`‫א‬HF‫ א[ א' { א‬gQH‫א[)*ج‬
،‫م‬,S { '‫" א‬W { '‫א[ א‬fb O 9 ‫و‬،%;>*F‫א‬XH, kF‫א@*{א‬
K ‫د‬H*‫!אא‬+F‫و" א' { א‬،#$‫א‬F‫א‬q { '‫و" א‬
Foot-in-the door ‫إﺳﺘﺮاﺗﻴﺠﻴﺔ ﻣﻮﻃﺊ ﻗﺪم‬
E H>B‫ن‬9m *+B،ً #ًH>S%;>*>‫ن);م‬9‫س‬9h>! { '‫א[ א‬fb ‫';م‬
–%)W‫א‬i>‫א‬E "‫;م‬B،‫א}ول‬i>>%;>*F‫!א‬bB‫ن‬9 ‫و‬،‫ج=ن‬8|9‫دون‬#+
E i>=|b‫א‬i>‫אא‬bd‫א[ذ!ن‬%;>*F‫ א‬m,*B‫–و‬X>‫א}س‬d‫و א‬
KEq{*‫א‬FB‫א‬
Door-in-the face ‫إﺳﺘﺮاﺗﻴﺠﻴﺔ ﺑﺎب اﻟﻤﻮاﺟﻬﺔ‬
H=i>SOB;*XF‫;مא‬Bg 8،J‫;א}و‬B‫!^א‬% { '‫א[ א‬fb
E$B،E%;>*F‫א‬nGO*B‫ن‬9 ‫–و‬fb U'h>!%;>*F‫א‬G; ‫;ً!م‬H+ B–X ;r‫و‬
H=X^(‫و‬E; ;<PX#9 ‫–و‬XF‫א}سא‬i>‫–א‬%)W‫א‬i>‫א‬XF‫א‬E "
‫ن‬9a‫ذ‬،H ‫ א}ول‬%)W‫א‬i>‫א‬O*B‫ن‬9 9CQH‫و'~=א‬،‫א}ول‬i>‫א‬
H>‫א‬C‫و‬8O*B‫ن‬9‫و‬،{‫!مא‬J"‫;د‬B,H>‫ ز א‬n‫و‬9,‫و‬C‫و‬8
KIً ‫و‬E+U)2(‫א‬
Reciprocal helping ‫إﺳﺘﺮاﺗﻴﺠﻴﺔ اﻟﻤﺴﺎﻋﺪات اﻟﺘﺒﺎدﻟﻴﺔ‬
،ً ًH>S:;o‫ن‬9 nik)2(# IOB;'h>!* '
K.ًH>SE i>)‫ن‬9XH,E! Pf!+n
‫א‬ ٣٩٤
Social Control ‫ﻧﻤﻮذج اﻟﺴﻴﻄﺮة اﻻﺟﺘﻤﺎﻋﻴﺔ‬
9H' 9p 9r rh>!‫;م‬B#nThe Three E’sEj "Fr Wً]B9h+B‫و‬
‫ض‬U‫وא‬،Engineeringd‫وא‬،EducationO > *‫א‬% ‫و‬E‫א‬Bj >x[‫>&א‬
O ;*‫א‬WXW E+U)\9H'KI9p 9d9O#] ‫و‬،Enforcement%));‫א‬
H' ![‫א‬E*>A‫ن'^ن‬9h>!>\O0;‫مא‬j>B‫אאذج‬b ‫و‬KKEvaluation
@I:z ،|!*‫وא‬% ![‫א‬:(‫ א‬O > *n،KI9p
+>#U ^'‫<] و‬K ‫عא\>و‬DeZ‫ א‬H:> *B ‫و‬E‫א@ *م‬
$ ‫אمא‬2*‫א‬E.;B‫و‬%));‫ضא‬U‫א‬#ngW‫א‬:(‫ א‬9‫و‬،>^(F‫א‬X8P
![‫א‬B!*‫אאع א\ א‬b ‫ن‬9‫ل‬.'@‫א‬p>!KB‫و‬K ));‫وא ;א‬
K !,[‫\ א‬h+B ‫ج)ق‬GI
A traditional Model ‫اﻟﻨﻤﻮذج اﻟﺘﻘﻠﻴﺪي‬
O0;‫دא‬o‫ن‬9E5 B‫و‬،‫د‬.;F‫ א‬r*‫א}ول א‬pj‫א‬،p‫א‬j$9+ ‫*^ن‬B
O*#B ‫;ط‬:> * n%)W‫א‬pj‫ א‬9،: ,‫د‬%=X^(#; ;<‫אد‬F‫א‬En‫ א‬9>\‫א‬h>!
h>! r'K ‫و‬،+nF‫ א‬.'@‫وא‬ ![‫א;אא‬n X('‫و‬،‫אذج‬#
cB *‫وא‬B< 9ً]B‫א‬pj‫אא‬b X(B‫و‬،],F‫א‬X0 B eI،%;>*F‫א‬
G#‫א‬B<%&HB=Ka‫ذ‬: ;Q* 2*+F‫"אزאقא‬m >\‫عא‬D
‫^ن‬B,‫و‬،E X,9‫^ن‬B,‫و‬K jBj '‫و‬9،E' =>‫و‬E' ?‫א‬XB '‫אد‬F‫|א‬9K#*+F‫א‬
X0‫א‬h>!m‫אא‬pj‫א‬j=B‫و‬،‫د‬.; k X0‫א‬X.*nY=9ً‫א‬G#
‫ ;م‬n،‫ אذج‬I}‫ وא‬Z‫א‬pj‫و א‬7'‫ א‬r*‫ אًא‬I9‫و‬،>F‫وא‬X0‫وא‬
m #; ;<m,*F‫א‬70*‫א\>وא‬B‫א‬P!F‫)א} אא‬G;D>\‫א‬h>!O0;‫א‬
K ; ;\‫א\>א‬70*)
‫‪٣٩٥‬‬ ‫ ‬ ‫א‬
‫‪A model of Communication Influence Process‬‬ ‫ﻧﻤﻮذج ﻋﻤﻠﻴﺎت اﻟﺘﺄﺛﻴﺮ اﻹﻋﻼﻣﻲ‬

‫‪b j=B‬אאذج!>‪h‬و‪$‬د ‪9% G.‬و ~‪>Q>%+‬و ‪G.‬אً‬
‫‪n‬د‪،ًB‬و'*^نא\> ‪,‬א * دوو‪X0‬א'‪،!* .‬و ‪!z‬و‬
‫'*‪xPO^Q‬א\> ‪)^ g 8‬א‪G.F‬א@‪ !*$‬وא‪ +‬وא‪، B‬و!>‪K h‬‬
‫א‪، 2*+F‬و ‪ p K‬א‪ {>X0‬‬ ‫‪.‬א‪ ,‬و ^)א‪X0‬א[!‬
‫א‪،n#*+F‬و@ א}‪PbI‬א@!*‪!!GH‬א ‪X‬و ‪XW‬א@)*‪،X0>fH‬‬
‫و"د‪G‬א=‪،#‬و'‪، =b‬و‪=~B‬אذج!>‪9h‬ن ‪B*+‬א*‪z#n،U>* r‬א*‪ r‬א‪،P F‬‬
‫وא ‪،%US‬وא‪ K%=>+‬‬
‫ﻧﻈﺮﻳﺎت اﻟﻌﻮاﻣﻞ اﻟﺨﺎرﺟﻴﺔ‬
‫و ‪ 9h>!j='،, !,"Bu)%‬א@ *م א ‪X‬א‪WXW ، $GZ‬‬
‫א‪XF‬وא >وא‪KK‬و'‪,[E)9K‬عא‪ @%;>*F‬א@ *م‪،#‬و ‪fb O 9‬‬
‫א‪Bu)WBu‬א* >‪O‬א^ ^ ‪،‬و)‪Bu‬א@‪H'G‬ط* {‪K‬‬
‫ﻧﻈﺮﻳﺎت اﻟﻌﻮاﻣﻞ اﻟﺪاﺧﻠﻴﺔ‬
‫‪c.* P#‬א;نא‪ F‬د|א‪h>!j=' !,"Bu)%F‬ذא' א‪U‬د‬
‫و'‪% #)9K‬א‪;B‬א‪E!,[h>WF‬وذ‪ I a‬ل‪:>I‬א*‪،EBn‬و ‪fb O 9 X‬‬
‫‪Cognitive Dissonance،n‬‬ ‫א‪Bu)WBu‬א*אزن‪،HeiderG d‬و=‪n'ab‬א‪F‬‬
‫‪ Kj{*+U‬‬
‫ﻧﻈﺮﻳﺎت اﻹﻗﻨﺎع واﻟﻌﻮاﻣﻞ اﻟﺪاﺧﻠﻴﺔ واﻟﺨﺎرﺟﻴﺔ‬
‫‪b B‬אא ‪ X‬א‪Bu‬א[‪ !,‬א}‪،C8‬و ‪,[E)9KB‬عא‪%;>*F‬‬
‫‪ n‬א@ *م א ‪X‬א‪ $GZ‬و=‪ab‬אא‪ n، >I‬א‪XF‬و‪E.0.I‬و‪G,‬א'‪E‬‬
‫א[‪، !,‬و=‪ HSab‬אو‪،#.0.I‬وא >و ‪j‬א'‪!#>=،#‬א ‪ Pr~ X‬‬
‫‬
‫ ‬ ‫א‬ ‫‪٣٩٦‬‬
‫א[‪,‬ع‪ =،‬א\ل‪b‬א' א‪%;>*F‬و!> "!د'‪O u‬א‪:>I:BS!EBn F‬‬

‫א*‪n‬وא‪!gQH‬א*אزنא‪،%+U‬و ‪#9 X‬א‪Bu) Bu‬א‪ F‬‬
‫א‪، ' > F‬و)‪Bu‬א* >‪O‬א@‪)H%!*$‬و‪G‬א‪،‬وא‪Bu‬א ‪ K U‬‬
‫‪Inoculation Theory‬‬ ‫ﻧﻈﺮﻳﺔ اﻟﺘﺤﺼﻴﻦ‬
‫*>‪fb c‬א‪Bu‬א[‪! !,‬א‪Bu‬א‪ U =h>!j='@%#n# ;+‬‬
‫'& א@? وא‪<X، =>+‬ول‪9‬ن? ‪ X‬א@? وא‪ =>+‬א;‪W=90‬‬
‫‪h>!G,‬א‪;F‬و وא*‪ |.‬א ‪X‬א*& ‪ >!% ^n،‬א*‪9.Q‬وא>;א‬
‫! ‪+)h B‬نو‪B,‬א[‪ e‬אض ‪^،B‬א*‪2‬אمא‪X0‬א@'‪ .‬‬
‫א[‪{ !,‬א و‪،‬و ‪ 9K'G.*I%‬ذ=א‪|9‬وא‪|9‬א‪،c2F‬و ‬
‫)* ‪%;>*>4‬عא‪|9‬א‪،;BS!I‬و‪bd‬א*^ن‪E!!! EB‬‬
‫*>‪a‬א‪G‬א‪ p‬אא‪ F‬د|‪ K‬‬
‫اﻻﺳﺘﺮاﺗﻴﺠﻴﺎت اﻟﺘﻨﻈﻴﺮﻳﺔ اﻹﻗﻨﺎﻋﻴﺔ اﻟﺤﺪﻳﺜﺔ‬
‫‪9P‬وא‪I‬א;نא‪K9G،%F‬وא‪8‬אً ‪p>!O 9‬א@'‪.‬ل‪P‬א;نא (‪B‬‬
‫‪ $‬א >‪ ،Miller‬א‪}E* $‬د ‪C‬א[‪,‬ع !;د א‪9 j‬ن‬
‫א@ א' { א‪ n F‬زא‪h*8‬אن ‪%‬א}=‪W‬א*‪2‬א ً‪p>!K‬א[‪,‬ع‪Ok،‬‬
‫‪9‬ن)*‪70‬א‪^;B=،#!'@CQH‬א@!*د!> ‪.Q>#‬ل!>‪ &'h‬א‪P‬‬
‫א‪Y!z>+‬א[‪,‬ع‪،‬و‪ " ;B‬א' { ‪WXW >B‬א[ א' { א@‪ !*$‬א‪، n;W‬‬
‫و" א' { ‪p‬א‪ Kh F‬‬
‫‪Sociocultural‬‬ ‫اﻹﺳﺘﺮاﺗﻴﺠﻴﺔ اﻻﺟﺘﻤﺎﻋﻴﺔ اﻟﺜﻘﺎﻓﻴﺔ‬
‫'‪fb H‬א[ א' { ‪ 9‬א א ‪X‬א‪ n;W‬وא@‪ !*$‬א`‪XW‬א‪/2F‬א‪|b‬‬
‫!> ‪ =>X^(*'E‬אس‪،‬و= ‪ U‬א*‪Pn.‬א‪ +‬قא@‪%!*$‬א`'*‪Q‬د!‬
‫‪O#n:BS‬א‪،%;>*F‬و= ‪z>+> b U' U‬وא*‪n.‬א‪H;F‬א‪،ً !*$‬و=‪X U'ab‬‬
‫א*‪ ,‬א‪،BI =>+‬و'! ‪fb‬א[ א' { "‪ ً@E)9J‬א‪J"u‬א א ‪X‬‬
٣٩٧ ‫א‬
‫ن‬9،#; ;<q>F‫>= א‬+‫>*& אא‬,!"‫طو‬H8"X ‫!א‬#*U. n;W‫*! وא‬$@‫א‬

Kz>+‫'& א‬:;<‫دوא‬9‫و‬X ‫= א‬# ‫א‬2*‫ א‬U Ô*#)
Social Marketing Model ‫ﻧﻤﻮذج اﻟﺘﺴﻮﻳﻖ اﻻﺟﺘﻤﺎﻋﻴﺔ‬
،product7*F‫א‬% ‫و‬،The 4 P’S|G{*‫א‬:B+*‫א‬h+B ‫אאذج‬b X(B
%;B+*‫א‬7BjF‫]ًא‬B9h+'‫و‬،placemB‫ אًא*ز‬I9‫و‬،promotion7B‫وא و‬،price +‫وא‬
/X^( G}‫א‬e ‫א‬fb ‫אم‬2*‫א\>@ א‬4{'h*8‫و‬،marketing mix
،|‫د‬F‫א‬i+^‫د א‬.;F‫> א‬nE!c>*%!*$@‫א‬:B+*‫ذجא‬y‫ א‬9^‫و‬،E
{*F‫نא‬9=، Z‫وא‬9 >+‫א‬X; ً@ mnB‫ن‬9%;>*F‫ א‬i>B@‫!د‬E)9=
K#] H>^ #^‫و‬، +n'+ #(*F‫א‬
Persuasion ‫اﻹﻗﻨﺎع‬
?‫א‬jBj '‫و‬O !'‫و‬9 &'XF‫א‬E n‫ول‬o،%!*$@‫ א‬r*‫)ع א‬E)"
Ka‫ذ‬: ;<h>!!+' > ‫ل‬.B"Y!%;>*F‫و>= א‬
‫اﻟﻌﻼﻗﺔ ﺑﻴﻦ اﻹﻗﻨﺎع واﻹﻛﺮاﻩ‬
m ‫א[=א‬X0‫א‬E><=،i ‫وא‬i k ‫! א‬,[‫א‬X0‫א‬X<
،‫وق‬F‫عא‬F‫* א‬Ic>*`‫وא‬،i ‫وא‬i k ‫א‬O{8P *I@‫א‬
d#$ G.'`‫א‬% ‫א[=א‬X0n، ;>*F‫א‬a>'‫>و‬F‫א‬#‫* א‬I‫و‬
K; HF‫א‬O^Q*‫א‬PG;‫א‬
Attitude ‫اﻻﺗﺠﺎﻩ‬
z ‫و‬،!F‫و א‬9%US ‫א‬G‫;א‬F‫א‬E)(Tan, 1985)‫'ن‬En B
f?@‫א‬cB '.;'@;‫א‬UB *‫ א‬،E =‫و‬9p%(‫א‬i8 k E)9f‫א‬B
Kz>+‫وא‬US ‫وא‬n F‫א‬% e!r r]*BE^‫و‬%US ‫א‬. ‫א‬h>!
‫ ‬ ‫א‬ ‫‪٣٩٨‬‬
‫ﻧﻈﺮﻳﺎت اﻹﻗﻨﺎع‬
‫=)א‪Bu‬א[‪ !,‬א;و‪h*8‬א‪B‬א‪ H+‬א;نא‪Bu)%F‬‬
‫‪ I‬و‪ *8‬و‪^B‬نא‪U‬د‪ً H># n‬دون‪B8‬א‪BX،G *I‬ز<وא‪ H‬א`‬
‫<د>=‪E‬و'‪ 9،E'n.‬א‪Bu‬א[‪ !,‬א}=‪8W‬א‪h>!j='#)nr‬א&‪X^n، 0‬‬
‫‪Pp%‬א‪$‬د‪،E*BkE‬و ‪K'Bu)%‬א‪U‬د ‪j‬אً‪،‬و'(א‪z>+‬א[)‪!%)+‬‬
‫‪:BS‬א‪m‬א א ‪X‬אא‪ >I‬وא א ‪X‬א‪ K $GZ‬‬
‫‪Pro-development‬‬ ‫اﻟﻤﺴﻠﺴﻼت اﻟﺘﻠﻴﻔﺰﻳﻮﻧﻴﺔ ذات اﻟﻄﺎﺑﻊ اﻟﺘﻨﻤﻮي‬
‫''‪fb %‬א‪+*,>BS;>8X^h>! +>+F‬א‪،‬و ‪<%‬ول‪9‬ن‬
‫' ‪B],‬א‪h>!Q> !*$‬א(^‪X‬א‪G‬א ‪%‬א@)‪% +‬دون'^>‪9c‬و'‪P9،m.‬‬
‫‪،Simplement‬و@‪G,‬وא‪^B 9G,Pً$‬‬ ‫و‪١٩٦٩‬م‪>+>+D‬א‪Maria#‬‬ ‫א‪H‬‬
‫א ‪،‬وא * ‪fb‬א‪ B >+>+F‬א;]‪B‬وא‪ ^(F‬א@‪XW !*$‬א‪j‬وאج‬
‫א}‪p k‬وא‪;U‬א‪،p‬وא‪.‬א!א‪، ;H‬و‪ k‬ذ‪ Ka‬ذ‪b 9a‬אאع‪P(*B‬א;‪G‬‬
‫‪PeI‬א‪E*H'Or،a +^F‬א‪d‬و‪Humlog>+>+D9‬وא`א*‪#١٨‬אً‪،‬‬
‫و=نذ‪Pa‬א ‪١٩٨٤‬و‪١٩٨٥‬م‪ 9OrK‬ذ‪a‬א ‪ B‬אولא*‪2‬א ‪P#‬‬
‫‪B],‬א‪ Qe!* !*$‬و' > ‪،‬و'‪O u‬א‪KR"KKKX+‬و'~=א‪G‬وسא‪ WQH‬‬
‫!>‪i? 9h‬א‪PHF‬א\‪ !gB‬عא‪>+>+F‬א‪F‬אد *‪،E‬و'و‪X^(E‬‬
‫‪% HS‬و'‪%G‬و‪.,G':n‬א‪ K>+>+F‬‬
‫‪Face-to-Face‬‬ ‫اﻻﺗﺼﺎل اﻟﻮﺟﺎﻫﻲ‬
‫‪.'@.;B‬لא‪% $‬א@'‪@.‬א`<‪B¥G# nC‬א‪،%;>*>CQ*F‬‬
‫א‪=9p‬ن‪n‬دאً‪9،I‬م‪n‬دאً¦!‪9،‬م!‪29‬ص¦!*‪E‬و ‪E >!:>B‬‬
‫א@'‪.‬لא ‪%‬و‪X(B‬אوא‪،‬وא¨א‪،‬وא‪ KR"KKKiZ‬‬
‫‪٣٩٩‬‬ ‫ ‬ ‫א‬
‫‪Interpersonal Communication‬‬ ‫اﻻﺗﺼﺎل اﻟﺸﺨﺼﻲ‬

‫و א'‪.‬ل‪nO*B‬د‪n9r rJ"B‬אد‪،‬و א'‪.‬ل‪E‬א;‪G‬א^‪P H‬א*‪ r‬‬
‫!>‪ &'h‬א@? وא‪u);>*> =>+‬אً‪E.0.Z‬א ‪ B‬א\ ‪،‬وא*(‪،E‬‬
‫وא‪.F‬א‪ ,‬א ‪،‬وא*&‪Bb‬אא‪ $‬א‪،R"KKK B+‬و‪bd‬א‪2*+B‬م^‪ APW‬‬
‫‪ K‬‬ ‫א*! א[!‬
‫ﺑﻨﺎء اﻟﺮﺳﺎﺋﻞ اﻹﻗﻨﺎﻋﻴﺔ‬
‫‪^*B‬ن ‪OGW% # ! r r‬א‪B#‬א>‪OG%‬א‪B#‬‬
‫א]‪،5‬وא‪X0‬ذאא)‪i‬אא‪،8‬وذאא)‪FH‬א‪|9‬אא‪E8‬وאא|وא‪|9‬‬
‫א‪،I‬و'' ‪i‬א\{‪7‬وא‪Y‬א ‪ K‬‬
‫رﺳﻢ اﻟﻨﻬﺎﻳﺔ اﻟﺠﻠﻲ ورﺳﻢ اﻟﻨﻬﺎﻳﺔ اﻟﻀﻤﻨﻲ‬
‫‪z )X W E.;B‬א ‪8*U‬א‪9B#‬م)‪X^(*G f.;) H‬‬
‫وא‪E nH@4‬؟‪!X^(K‬م‪X]UB،‬אنא*‪2‬אم‪OG‬א‪B#‬א>‪%‬؛})‪G,W=9E‬‬
‫‪P‬א*‪ r‬وא[‪,‬ع‪ K‬‬
‫اﻟﺮﺳﺎﺋﻞ ذات اﻟﺠﺎﻧﺐ اﻟﻮاﺣﺪ وذات اﻟﺠﺎﻧﺒﻴﻦ‬
‫‪X0.;B‬ذאא)‪i‬אא‪a>'W8‬א`@‪# n=bB‬א‪KXF‬‬
‫א‪ > F‬א`'~‪B‬و‪ 8fu)#$‬لא‪F‬عא‪F‬و‪;' ،‬مאذאא)‪H‬‬
‫!>‪h‬ذ=א‪G‬א‪p‬א‪B~F‬وא‪G‬א‪p‬א‪m G F‬د‪#]8‬و'‪K U‬א‪h>!* B 89G *I‬‬
‫‪ W=p 9‬؛و"ن=‪).!PKG9‬א\‪ 9‬א‪G *I‬א‪X0‬ذאא)‪،H‬‬
‫‪W=9 n‬و! ً‪،‬و ‪|9 W=9%‬و‪|9>n h] ,‬وא‪|9‬א‪m eI،I‬‬
‫'‪G‬و‪X0‬א[) )و‪G#‬א‪X0‬א@‪ K !*$‬‬
‫ﺗﺮﺗﻴﺐ اﻟﺤﺠﺞ واﻟﺒﺮاﻫﻴﻦ‬
‫‪B‬و‪G‬א‪~+‬אل ‪8‬ل‪9=b)#B9‬و@ً‪P‬א‪X0‬ذאא)‪H‬؟ ‪=b)X‬א‪|9‬‬
‫א‪G F‬ض‪9‬و@ً؟‪9‬م ‪=b)X‬א‪|9‬א‪9B~F‬و@ً؟‪ >n‬א‪.;F‬د )! א\{‪،7‬و ‪K‬‬
‫ ‬ ‫א‬ ‫‪٤٠٠‬‬
‫‪،#',‬و^ ‪m,‬و‪P#H '';BS‬א‪،‬وא‪~+‬אلא‪*o|b‬ج"‪|9W $"J‬‬

‫א\{‪P# ])7‬א‪H‬א‪،primacyB‬و‪|9‬א\{‪P# ])7‬א‪RecentlyB#‬؟‪|9h D‬‬
‫א‪PE ])B9‬א‪H‬א‪،B‬وذא‪z‬א‪PE ])|b‬א‪B#‬؟‪P 9‬א‪X0‬ذאא)‪i‬אא‪،8‬‬
‫‪ n‬و‪G‬א‪~+‬אل‪8‬ل‪m])B9W‬א\{‪7‬א;‪B‬؟‪P9‬א‪H‬א‪B‬؟‪9‬م‪P‬א‪/‬؟‪9‬م‪P‬א‪B#‬؟ ‬
‫@'‪Xu'^، n$"$‬א\{‪7‬א`''‪P%‬א‪% /‬א} ‪m ،c‬‬
‫ ‪j‬א>‪7{Q‬א`''‪P%‬א‪، ;F‬و'>‪a‬א`''‪P%‬א‪،B#‬و*>‪ *I r'c‬‬
‫!א ‪FeIB!X‬عא‪F‬ووא‪G#‬א‪ K#*+F‬‬
‫‪Evidence‬‬ ‫اﻷدﻟﺔ‬
‫=)א‪J"u‬א}د'‪P.Q‬א\;‪:0‬وא(‪#‬دאوא‪ 9،YZ‬و‪b P‬א‬
‫א^*‪}5 nq‬د‪X=W‬א‪ > F‬א`'‪!+‬א‪Hr"PXF‬و'= ‪،EB9G‬و^‬
‫‪W !)< .8‬א‪X0‬א ‪ US‬وא ;> ‪،‬وא‪X0‬א*‪ K UB2‬‬
‫اﻻﺳﺘﻤﺎﻟﺔ اﻟﺘﺨﻮﻳﻔﻴﺔ‬
‫‪!z‬א ‪fb G; K Pr~'X‬א@*@‪P‬א*‪،r‬و‪P‬א;‪G‬א‪>F‬‬
‫‪O{8‬א*‪^ !G.،cB2‬א;ل"نא@*@א*‪ UB2‬א‪ r'W=9* F‬אً‬
‫‪ &'P‬א‪G‬א‪p‬وא@? א@*@! א*‪9cB2‬و‪،E*> >,‬وא@*@‬
‫א*‪ UB2‬א ‪PG,W=9‬א*‪ r‬א‪*F‬وא] ‪^B !،U‬نא‪X >,%;>*F‬א;>‪:‬‬
‫‪9‬و ‪9،EU‬و! @‪ (B‬א‪b !c .8 kE)%;>*F‬אא*‪ KB#‬‬
‫اﻻﺳﺘﻤﺎﻻت اﻟﻌﺎﻃﻔﻴﺔ واﻟﻌﻘﻠﻴﺔ‬
‫' *א@*@א ‪h>! US‬א‪G‬א وא א‪cS‬وא وא;‪.‬‬
‫א[)‪j=' ، )+‬א ;> !>‪h‬א}‪,G‬موא[‪p.8‬אوא} ‪G‬א ;> ‪،‬و‪X.ni .B‬‬
‫א ‪! US‬א ;> ‪b ^،‬א@‪' m‬א‪8"$‬א دونא}‪KcW^ X^(KI‬‬
‫‪* B‬א@!*د!>‪h‬وא‪8‬دونא}‪ HSh>!ªpKI‬א‪F‬عوא‪G#‬א‪#*+F‬‬
‫وא‪,‬وא‪^F‬نא‪E nHW'|b‬א‪(nK‬א‪j p‬ل‪9‬و ‪*oG‬ج‪،W=9 >;!X0‬‬
‫‪٤٠١‬‬ ‫ ‬ ‫א‬
‫ א‪*<ً W G!p‬ج‪9=KW=9 US!X0‬نא‪9F‬وא(‪r'W=9qH‬א א‪cS‬‬

‫א‪$‬ل‪ K‬‬
‫اﻟﻤﻨﻄﻖ وأﻧﻮاﻋﻪ‬
‫‪mU'@,‬א}د‪ 89P 8‬ن=‪9x@,)9=، W‬د=‪X^ n‬‬
‫ع)‪9B‬ن);‪m‬א‪E nBI‬؛‪b‬א'‪Y‬ز‪ 9‬א‪:F‬و‪G,‬א'‪k eh>!E‬و'‪O u‬‬
‫א}د‪،‬و ‪)9O 9‬אعא‪W:F‬א‪;BiH+‬د"‪J‬א* {‪،‬و ‪n‬א* {';د"‪J‬א‪،iH+‬‬
‫و‪n‬א[‪G‬א‪،‬وא@*;א‪p‬وא@*@ل‪،‬وא*‪2‬אمא‪:BS!:F‬א‪ K)G;F‬‬
‫إﺳﺘﺮاﺗﻴﺠﻴﺔ ﺑﻨﺎء اﻟﻤﻌﻨﻰ‬
‫' * ‪fb‬א[ א' { !>‪ 9h‬א ‪,‬א‪Knowledgen F‬وא‪z>+‬‬
‫‪X^('n Fn،Behavior‬א‪،z>+‬و‪n،G.*I‬ن ‪fb‬א[ א' { '‪9K‬ن‪X0‬‬
‫א[! مא;‪ph>!G‬א‪*&P%) F‬و'‪9=،#>BH‬ن‪d‬א;‪9#* HW'h>!G‬و' ‪ K#‬‬
‫اﻟﻤﺼﺪر‬
‫‪9،‬وא‪#‬א`'‪ B‬‬ ‫‪b PG.F.;B‬אא^*‪،q‬א;‪h>!O0‬א\>א[!‬
‫و ‪~+‬و! ‪#‬و'‪ K b U‬‬
‫اﻟﻤﺮﺳﻞ‬
‫‪E.;B‬א(‪2‬א‪;B|b‬مא‪h>!X0‬א‪9+F‬و‪P‬א*> ‪BjU‬نوא[ذא!‪9،‬و‬
‫א(‪2‬א‪P#H*^B|b‬א‪9،nQ.‬و‪89P‬و‪X0‬א[! مא‪،B‬و‪^B‬ن ‪ ًQ‬‬
‫‪XH,‬א‪ KG.F‬‬
‫‪Credibility‬‬ ‫اﻟﻤﺼﺪاﻗﻴﺔ‬
‫'*^نא‪.F‬א‪ 9B &* ,‬א‪9YZ‬وא^‪،pU‬وא‪9 ,rF‬وא‪j‬א ‬
‫א(‪، .2‬و ‪0.Ic ]B z‬د‪WXW ^ B‬א*‪, CQ‬و!وא*‪CQ‬‬
‫>&‪U} k‬א >‪،‬وא א= ‪i‬א( ‪B‬وא‪ ; F‬א‪b‬א‪ K‬‬
‫א‬ ٤٠٢
Attractiveness ‫ﺟﺎذﺑﻴﺔ اﻟﻤﺮﺳﻞ‬
XF‫ذ א‬$G‫د ;א‬od I B; '‫'*^نאذ ! *& א‬
،FamiliarityU}‫وא‬،SimilarityE(*‫א‬W‫*& א‬F‫א‬fb ،%;>*F‫א‬#=GB=
KPhysical AttractivenessB+‫אذ א‬J"n[،Liking \‫وא‬
‫اﻟﺘﺸﺎﺑﻪ‬
‫!د‬%;>*F‫وא‬،P‫א‬k‫א‬E(*‫وא‬%$BB}‫وא‬9|Û‫א‬E(*‫א‬E.;B
،W=9XU>XU‫א‬q‫א‬bxn،ً n‫א‬k‫د‬h*8X،ً H b ‫و‬9ًB^nE#(BFW=9qb{B
K /‫;ً]א‬n‫و‬a‫و"ن=نذ‬KR"KKK9>9F‫وא‬،q(>q(‫א‬ab=‫و‬
‫اﻟﺤﻤﻴﻤﻴﺔ‬
%;>*F‫א‬h>!ً‫ א‬r'W=9EqH¨‫א‬FO \‫א‬XF‫! ^א;ل"نא‬G.
KqH¨‫ א‬kXF‫א‬
‫اﻟﺠﺎذﺑﻴﺔ اﻟﺠﺴﺪﻳﺔ‬
+U)9x‫"ذ‬، ‫}ول‬BI‫א‬K) !eI،ً‫א‬$ً# X ‫אא‬b B
d^9‫ ل‬I p }‫!'א}و !א‬H)‫א‬X^())"KE >!O |b‫א‬X^()r'
،E>;)|b‫א‬2(‫!א‬#n )`‫ > א‬F‫>א‬,>=‫و‬K# >!‫א`'^ن‬#' ‫و‬
KB+‫א‬E'Ueh>!W=9* )
‫אא ‬
‫أوﻻً ‪ :‬اﻟﻤﺮاﺟﻊ اﻟﻌﺮﺑﻴﺔ‬
‫א ن א ‪K‬‬
‫א א א ‪K‬‬
‫‪"$‬א‪ " ،#‬وא ‪ ،‬א ‪٢٠٠٤F K‬م‪ ./ KE‬א‪ +,-‬א *& א )(& '&‬
‫א‪3‬و‪ &2‬א (‪ 6‬א‪ +)4 )53‬א‪3‬و‪،&2‬وאقאא א ‬
‫אو‪W‬א (אو‪W‬א'& ‪،%‬א‪ "#‬وא!ل ‪F‬ص ص‪KE٨٢٥ J٧٨١ K‬‬
‫‪$‬دא‪ ?2‬א ‪B‬ون א )(& ‪A‬دא‪ ?2‬א )(& ‪ +)(5‬א & א‪ +‬א‪*+ EF K&=>3‬א'*)‬
‫‪ 4‬نא‪./0 1/2‬א‪ K,-‬א )ض‪ W‬א‪C‬دא‪ ?2‬א )(& ‪ +)(5‬א & א‪+‬‬
‫א‪K&=>3‬‬
‫א‪47‬א‪5!6/21‬א'*)*‪ 4‬ن‪.*/0 1‬א‪ KE#١٤٢٣F K,*-‬א )ض‪ W‬א‪HI‬א‪)FG‬‬
‫‪2‬א‪ +)I‬وא '‪ K‬وא‪,C‬م א )(‪KJ‬‬
‫‪ "/‬ز‪2)M ،‬وق‪:; KE١٩٩٠F K‬א‪8 19‬א‪F K/,-‬א & א ‪ W?P KE&Q )Q‬دא‪ 2‬א وق ‬
‫وא 'ز‪ R‬وא )&‪K‬‬
‫א"‪"$ ،S )* 6‬א‪ KE#١٤٢٢F K#‬א‪( C D‬א‪A5B‬א@د>=ل‪(+‬א‪/<1‬אو‪K‬‬
‫א )ض‪ W‬א‪C‬دא‪ ?2‬א )(& ‪-‬و‪K2‬‬
‫א '‪ KE١٩٧٦F K-،TU)>-‬א‪,C‬م א‪ T(,IC‬א ‪ W‬א‪U KT3‬و?‪ W‬א‪***<F‬م‬
‫א‪F‬وא@‪( I‬א‪،/ F‬א‪H2‬وא‪F KG/&41‬א & א ‪ ،&Q )Q‬ص ص ‪J٢٤٩‬‬
‫‪ KE٢٧٥‬א )ض‪ W‬א و? א )‪ X) &3‬א‪KT(,IC‬‬
‫‪٤٠٣‬‬
‫אא‬ ٤٠٤
?‫ و‬Y(Z J- &Z2‫ و‬KK*8L/*‫א@دא‬M‫ א‬NI KE٢٠١٠F K&‫ز‬M ،T"‫א‬

K&2‫ א[)د‬W‫؛ א )ض‬J[‫])) א‬Z‫ و‬TU‫و‬H C‫م א‬,C‫א‬
)#^ X‫و‬P _ & )` &I‫א‬2‫ د‬KK8L/‫א‬M‫ א‬NI KEX٢٠١٠F K&‫ز‬M ،T"‫א‬
K&(,IC‫ د א‬I 6" -c ‫()م‬C‫)( & א‬P W‫?؛ א )ض‬2( ab J- &Z2‫ و‬، G
‫ج‬2)^‫ و‬J^‫ (& دא‬١٧ 2‫و‬dG &‫ د‬I &M)Z KE#١٤١٠L١L٢٤F Kdd ‫ א‬،6e[‫א‬
K٧٧٣٣ ،‫ א ض א د‬+‫א‬253‫ א‬2)^/ h &' &-3‫א‬
K٦٤٦٦ ،‫ א د‬KTU)> ‫ ' אد א‬TU)i j(^ G)# KE#١٤١٠L١١L١٩F KMPB‫א‬/,Q
TU)> ‫(& ' אد א‬,C‫& א '& א‬k ‫' אض‬I‫ א‬KE#١٤١٠L١٢L٢٠F KMPB‫א‬/,Q
K٦٤٩٦ ،‫ א د‬K&4'53‫م א‬,C‫ א‬Jl)I‫ و‬e )#2‫א‬-'I‫وא‬
،‫ א د‬K&M) ‫)ن א‬Pm( J4` ‫ ن‬n*)3‫ א‬o‫(א‬/ KE١٩٨٩L١١L٤F K‫א**&د‬/,**Q
K٩٣١٢
& ‫א‬F K‫<**ن‬F‫**אא(א‬I‫* ذ‬S‫**وא‬/ <F‫**(א‬5!‫א‬T/**4S KE١٩٩٣F Kap ،q>`
KS' ‫ א‬r) W ?#) ‫ א‬KE&U)Q ‫א‬
KS' ‫ א‬r) W?#) ‫ א‬K‫)وא>א@ م‬C 5B 8‫ ل‬-UV‫<موא‬F‫ א‬KE١٩٨٤F Kap ،q>`
. 2‫ دא‬W‫ א )ض‬KE&U)Q ‫א & א‬F K‫ن‬5**‫****موא‬F‫ א‬KE١٩٩٠F KT='M ،‫אن‬h2
K s' ‫ وא‬
J-( t K(‫א‬W‫ لא‬XYB‫א‬,; 9<F‫א‬T/41‫ א‬KE١٩٩٠F KJ(‫زא‬،d ‫א‬
K&(u‫ א‬+)I‫א‬2 T" ‫ א‬dv3‫ א‬W‫ א )ض‬K2( ab،a'>P)3‫& א‬P2
W‫ א )ض‬KZ/7‫@[دولא‬8(‫א‬W‫@ א‬U KE#١٤٠٨F K‫م‬,IC‫ א‬I ،‫ د‬I ‫ل‬
K&2)F' ‫زدق א‬4 ‫ א‬R")(
‫زدق‬4 ‫ א‬R")( W‫ א )ض‬K/,-‫]\(א‬2‫א‬T/41‫ (א‬/ KE١٣٩٣F K )^ ، I
K&2)F' ‫א‬
٤٠٥ ‫אא‬
‫<*م‬F‫ א‬W?‫و‬U K? 3‫ א‬X‫)و‬x &I)Iu‫ א‬+‫א‬ay'3‫ א‬KE١٩٧٦F K-c ،I
J ٨٥‫ص ص‬،&Q )Q ‫א & א‬F KG/&41‫وא‬H2‫א‬،/ F‫ (א‬I@‫وא‬F‫א‬
KT(,IC‫ א‬X) &3) ‫ א و? א‬W‫ א )ض‬KE١١٦
E‫ول‬u‫ א‬od[‫א‬F K+‫א‬253‫=& א‬M)3 T3) ‫ א م א‬KE#١٤١٤ ‫م‬c ٦F Kk/، ‫א‬
K٣٠ J٢١ ‫ص ص‬،‫ ^)ص‬n=( ،٧٥٧٦ W‫ א د‬،MPB‫א‬
KETU)Q ‫ א‬od[‫א‬F K+‫א‬253‫=& א‬M)3 T3) ‫ א م א‬E#١٤١٤ ‫م‬c ٧F Kk/، ‫א‬
K٣٠ J٢١ ‫ص ص‬،‫ ^)ص‬n=( ،٧٥٧٧ W‫ א د‬،MPB‫א‬
2‫ دא‬W‫ א )ض‬K*F‫<مא‬F‫אא‬W<^‫א‬-1‫ א‬KE١٩٨٦F KI ،T ‫א‬
KR‫ وא 'ز‬S' ‫ א‬r)
S' ‫ א‬r) 2‫ دא‬W‫ א )ض‬K‫<*م‬F‫`_א‬aW* KE١٩٩١F K-c I ،T ‫א‬
KR‫وא 'ز‬
K‫ א وق‬2‫ دא‬W?P K‫ن‬P1‫אدوא‬8 19‫א‬:; KE١٩٨٧F K‫م‬v،z{
‫אن‬2" &>IB( W+‫و‬a" K; ,*-‫`_א‬aW KE١٩٦٤F #‫"א‬$،b‫ ودא‬KTP‫א‬2 ،‫ن‬m|
K})v{‫و‬
K}*)5~ &' ‫م א‬,C‫ א‬2‫ ودو‬+‫א‬253‫ א‬o)"‫ و‬KE١٤٠٧،‫{ )ن‬F K‫)ن‬I، ‫א‬
K٦١ J٦٠‫ص ص‬،٥٧‫ א د‬،M /!‫وא‬:'‫א‬X
&) )‫ א‬2‫ دא‬K?#) ‫ א‬K** @‫* (א‬I@**/5@‫א‬L**'‫ א‬KE١٩٨٣F KT ،?F
K ‫وא‬
‫ א )ن‬W‫ א )ض‬K/b*‫א@*مא‬c*,&‫`_א‬aW*‫ א‬KE١٩٨٩F K)| ،)> ‫א‬
K ‫)& وא‬
K*/<F‫*א‬H2‫א‬d 28( ‫دא‬،eU‫")א‬fU‫<مو‬F‫ א‬KES G،١٩٩٢F K‫)ن‬-Q ،T" ‫א‬
KJ ‫ א‬2‫ دא‬R")( W‫ א )ض‬KEJv)( ‫ د‬sGF
‫אא‬ ‫‪٤٠٦‬‬
‫א ‪)`M ،J‬ن‪ G &k +) ZG KE#١٤١٠L١١F K‬אد א >)ن ‪ ،a)" G‬א* ض‪K‬‬
‫א د ‪K٦١٩٦‬‬
‫א ‪" KE١٩٩١F KX)F` ،d‬א‪ -UV‬لא& ‪g‬א‪^f8/<1‬אא‪W‬א(‪،‬دא! ‬
‫‪; I‬א‪/<1‬א@د‪^f8‬אא‪W‬א(‪ &(( & )I2 K‬א‪ +)'3 ً )-'I‬د‪&P2‬‬
‫א‪ a'>P)3‬א م א‪ K&(u‬א )ض‪ W‬א‪ dv3‬א "‪2 T‬א‪ +)I‬א‪()U" ،&(u‬‬
‫()‪ &=M‬א‪253‬א‪K+‬‬
‫א )د‪ ،‬א ‪T/4S KE١٩٩٠F K6k‬א!‪(5‬א‪ K/ <F‬א )ض‪ W‬دא‪ 2‬א '‪ S‬‬
‫وא 'ز‪KR‬‬
‫א )د‪ ،‬א ‪T/*4S KE١٩٩٣F K6‬و`دא‪*8M‬א‪Z‬א@‪( *I‬א@ *‪ K‬א )ض‪R")( W‬‬
‫א '& و‪KY>M‬‬
‫א ‪ ،‬א ‪ ،‬א '‪ ،z‬א ‪ ،6k‬א ‪ ،T ،()y‬א ‪KE#١٤٢٢F KT ،TU‬‬
‫د‪2‬א‪ /I‬سא‪( 1‬א@;‪/‬وא‪( C DV‬وא‪( /b‬אووא'‪Mh/2‬‬
‫א‪95‬א@‪/8‬א@د‪،‬א=א'و_وא ‪ K/‬א )ض‪ W‬א‪ 6(u‬א )م‪K‬‬
‫א ‪ ،‬א ‪٢٠٠٤F K‬م‪ &* &G KE‬א‪3‬א‪2‬س ‪ 6‬א‪ +)4 )53‬א‪3‬و‪** K&2‬‬
‫وאقאא א אو‪W‬א (אو‪W‬א'& ‪،%‬א‪ "#‬‬
‫وא!ل ‪F‬ص ص‪KE٨٧٢ J٨٢٧ K‬‬
‫א ‪ ،‬א ‪ KE٢٠١٠F K‬א‪M-‬א‪k/j/2C6‬א‪j‬لא'‪+‬א@د‪ J‬د‪2‬א‪&I‬‬
‫(א‪ &U‬و&‪ K‬א )ض‪ &# W‬א‪,‬ل א‪ ku‬א > د‪K‬‬
‫א ‪ ،‬א ‪ KE٢٠١٠F K‬א‪47‬א‪ 91‬א=‪k/C:<+6/2U‬א‪j‬لא'‪+‬‬
‫א@د‪K‬‬
‫א ‪ ،‬א ‪ KE٢٠١٠F K‬א‪ A‬א(א' ‪ -U/‬لوא‪1‬א‪ Y KQ‬א ‪KR‬‬
‫א ‪ KE١٩٨٩F K-c ،TU‬א‪K‬א‪،5/H21‬دא‪K‬א‪ F‬אد>وא‪< 5B‬‬
‫א‪( 5H2‬א‪F‬دא‪)- K‬ن‪ " & ( W‬א ‪H‬א‪Ko‬‬
٤٠٧ ‫אא‬
&-K( KTFm( J^( W‫* ل‬-UV‫א‬Z‫א‬8‫ (و‬//U‫א‬l‫א‬T/4S KE١٩٨٦F K‫ج‬M ،J() ‫א‬
K)M/ ‫ و)ل‬I‫و‬u‫ ق א‬T-ZC‫ א‬S'3‫ א‬E>UF ‫)ل‬4* ?='3‫( א‬u‫א‬
K:b * ‫ نوא‬9**‫אدא@* م‬W**@1**/<F‫**א‬47‫ א‬KE١٩٩١F K‫(& ' אد‬,C‫& א‬F ‫א‬
K* ‫)د א‬W'Z ‫) & وא‬3‫? א‬2‫ א )(& "زא‬+‫א‬o)W`C‫=& א‬W( R")( W‫א )ض‬
**/<F‫*א‬/2‫*א‬5,* @‫ (א‬//U‫א‬l*V‫ א‬KE#١٤٢١F K&dv3‫(& א‬,C‫& א‬F ‫א‬
K‫ א )م‬6(u‫ א‬W‫ א )ض‬KE_‫א=א'و‬F‫وאو‬/2'‫א‬/<1 ]‫א‬
**/<F‫*א‬/2‫*א‬5,* @‫ (א‬//U‫א‬l*V‫ א‬KE#١٤٢٢F K&dv3‫(& א‬,C‫& א‬F ‫א‬
K‫ א )م‬6(u‫ א‬W‫ א )ض‬K C6/21‫ א@ م‬F‫وא‬E/ ‫א=א‬F/<1 ]‫א‬
**/<F‫*א‬/2‫*א‬5,* @‫ (א‬//U‫א‬l*V‫ א‬KE#١٤٢٤F K&dv3‫(& א‬,C‫& א‬F ‫א‬
W‫ א )ض‬K)#4' ‫ א )م‬2)*C‫ وא‬KE ‫א=א‬F‫وאو‬/2'‫א‬/<1 ]‫א‬
K‫ א )م‬6(u‫א‬
K& )I ‫>& א‬IB( W‫ א )ض‬K‫م‬F‫א‬W‫ א‬KE١٩٩٢F Kdd ‫א‬،- ‫א‬
‫*=*ل‬/5<*‫دא‬Wp5*‫א‬M */=:W*‫*א‬o‫ א‬KE١٩٩٢F K6k ‫ א‬،n ‫א‬
‫) & )& وא‬I ‫>& א‬IB( W+‫و‬a" K/Q'‫وא‬q41‫א‬r/C ‫و‬o‫א‬C H
KR‫وא 'ز‬
Ko)W`C‫)( א‬U" 6( +)` ١٠ dF ‫ن‬d4' ‫ א‬KE#١٤١٠L١١L١٣F K4 ‫ א‬2‫א‬
K٨٠٢٧ ‫ א د‬،‫א ض‬
‫ص ص‬،١٥١ ‫ א د‬K)m )(‫ () ) و‬+‫א‬253‫ א‬h &' ‫ א‬KE١٤١٠ ‫م‬cF K-/‫א‬X
K٧٧ J٧٥
‫ א د‬K+‫א‬253‫=& א‬M)3 &‫& א '& א > د‬M)Z KE١٤١٠ ‫(])ن‬2F K***-/‫***א‬X
K٣٠ J٢٥ ‫ص ص‬،١٥٩
2‫ دא‬W‫ א )ض‬KE W*‫א‬W*A@‫א‬F‫م‬F‫א‬WQ/2‫א‬%!‫א‬KE١٩٩٢F K-c ،53‫א‬
KR‫ )& وא وא 'ز‬S' ‫ א‬
‫אא‬ ٤٠٨
o‫ א א‬2‫ دא‬W‫ א )ض‬K**5/H21‫دא>وא‬F‫**א‬9‫ ;**א‬KE١٩٩٠F ()G ،a3‫א‬

KR‫وא 'ز‬
&'( W?#) ‫ א‬KG**/&41‫**وא‬H2‫א‬W**‫אد‬Z‫א‬s**‫* جא‬1 ` KE١٩٨٩F Kq>` ،‫()و‬
K&W3‫ א‬u‫א‬
+‫א‬253‫ (& א‬+>‫ א‬X)Iu‫ } א‬KE١٤١٢ ?^‫)د א‬F K#‫"א‬$ ،‫)ن‬-3‫א‬
J٣٩ ‫ص ص‬،١١٥ ‫ א د‬KM */!‫وא‬:*'‫ א‬،٪٥٠ &>" &‫& א "& א > د‬-3‫א‬
K٤٣
W?#) ‫ א‬K*/<F‫*وא‬/< 51uV‫א (א‬W‫א‬c,&‫א‬ZC 2 KE١٩٨٩F K-c ،Tl)M ‫א‬
K&W3‫ א‬u‫('& א‬

‫ اﻟﻤﺮاﺟﻊ اﻷﺟﻨﺒﻴﺔ‬:ً‫ﺛﺎﻧﻴﺎ‬

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٤١٣ ‫אא‬
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‫אא‬ ‫‪٤١٤‬‬
‫ אط‬
‫ إﻧﺠﻠﻴﺰي‬- ‫ ﻋﺮﺑﻲ‬:ً‫أوﻻ‬

Attitudes ‫א‬
Attitudes & values ‫אوא‬
Attitudes & Beliefs ‫אوא א‬
Horizontal communication ‫אلא‬
Vertical communications ‫אلא‬
Face to face ‫אلא‬
Special events ‫א אא‬
Social news !"‫א‬#$%‫א‬
Evidence ‫אد‬
Compliance ‫א)ذ!ن‬
Reasoning from comparison *# ‫א‬+,-.!+/0‫ אمא‬2‫א‬
sequential-request strategies 3‫א‬$4/ ‫ א‬5 ‫א‬67
Reciprocal helping ‫د‬$ ‫! אא‬8‫ א‬5 ‫א‬67
Door-in-the-face 9‫אא‬:3 5 ‫א‬67
٤١٥
‫א‬ ٤١٦
Foot-in-the-door ‫<; م‬-= 5 ‫א‬67
Deduction & induction ‫א א>وא ل‬
Fear appeals ?,2 ‫א"א‬
Emotional & rational appeals 4 ‫? وא‬- ‫א"א‬
Listen ability & readability @‫@ وא א‬A)‫א‬
Self-reliance B?0 ‫א‬C4!‫א!"د‬
Liking :5!)‫א‬
New media , D‫مא‬E!)‫א‬
Documentary films 4 58 ‫مא‬E‫א‬
Persuasion ‫ع‬0;)‫א‬
Coercion G‫א‬H)‫א‬
Diffusion of innovation ‫א‬I$‫א‬#J*‫א‬
Critical willingness !/ ‫א* دא‬
Two-step flow of communication K/%C4!=4‫א‬: 8*‫א‬
Grass root L ! ‫א‬.=‫ق‬E/*‫א‬
Human interest *8*)‫א"مא‬
Primacy , ‫אو‬
Symposium & panel discussion J;0‫"!א‬N‫ وאو‬0 ‫א‬O=‫א‬3

Reassurance of security ‫ א=ن‬HP

٤١٧ ‫א‬
Segmentation of audiences R"D‫@א‬Q

Reinforcing response 35‫א‬EQ,QF !
Selective retention @ *‫א‬HU ‫א‬
Internalization EB?0 ‫א‬V‫د=ج‬7FX,‫و‬U
Similarity Y3J ‫א‬
Shaping response 35‫א‬E.,IFZ IJ
Page view [? ‫?\א‬
Value-expressive ‫א‬.!R$ ‫א‬
Enhance compliance ‫א)ذ!ن‬Q,Q
Webcasting L# ‫ وא‬3Y]3‫ل‬E%.=^;‫א‬Q,Q
Feed forward = ‫א‬,UA ‫א‬
Changing response 35‫א‬R A
Interactivity 4!? ‫א‬
Audience receptivity ,R"D‫ א‬4$ ‫א‬
Empathy ?- ‫א "_א‬
Repetition of the message ‫א‬#‫א‬I
Identification E" ‫א‬FZ`" ‫א‬
Cognitive dissonance V‫א‬0 ‫א‬
Chronologically a# ‫ א‬b0 ‫א‬
Psychological organization 8?0 ‫ א‬b0 ‫א‬
Spatially *I‫א‬Q c‫א‬X8 b0 ‫א‬
Need and plan /‫وא‬$d ‫א‬X8 b0 ‫א‬
Difficulty 3 ‫א‬X8 b0 ‫א‬
‫א‬ ٤١٨
Logically +/0‫א‬X8 b0 ‫א‬
Topically !e‫א‬X8 b0 ‫א‬
Vocabulary ‫عא?دא‬0
Identification ‫وא‬+‫א א‬
Micro blogs & twitter LA‫وא و*א‬6, ‫א‬

Verifiability $] ‫א‬
‫ج‬
Attractiveness 3‫ذ‬D‫א‬
Physical attractiveness , 8D‫ א‬3‫ذ‬D‫א‬
Group discussions J;0‫!א‬f
Panel discussion J;0‫!א‬f
Apathetic publics ‫وא א‬,g ‫א‬b $‫א‬RdR"D‫א‬

Deterministic "
Sensitivity audience #9"D‫א‬G 8c‫א‬

Expertise Lh‫א‬
Economic loss ,‫א;د‬L#8‫א‬
٤١٩ ‫א‬
Social relationships !"‫;א‬E ‫@_א‬%

Nonspecific opponent ‫ د‬i‫א‬Rd‫א‬
‫د‬
Connoisseurship R$‫אא‬#‫د‬
Ego-defense ‫א‬U ‫א‬.!‫א ع‬
Spiral of silence j" ‫دوא=א‬
Methods of organizing b0 ‫قא‬-‫و‬Z@ ‫א‬

Behavioral tendency H48 ‫א‬$d ‫א‬
‫ز‬
Unique visitor ‫א@אص‬Q ‫א‬
‫س‬
Cause – to – effects 5 0 ‫א‬l7‫ د‬,X$8 ‫א‬
‫ش‬
The fourth screen ^3‫א א‬mJ ‫א‬

Social networks !"‫א‬I$J ‫א‬
‫א‬ ٤٢٠
‫ط‬
Hit $4/ ‫א‬
‫ع‬
Communication influence process =E!)‫א‬R`P ‫ א‬4"!
Behavioral H48 ‫א‬0 ‫א‬
Affective ?- ‫א‬0 ‫א‬
Cognitive V‫א‬0 ‫א‬
Socio-cultural factors !"‫א ] وא‬n‫א א‬
Human resources ,J$ ‫א‬Z=‫א א‬
Infrastructure [ ‫ א‬0$ 3‫א‬Z=‫א א‬

Knowledge gap ‫א‬L5? ‫א‬
Loss of personal prestige 2J ‫אمא‬6 ‫ אنא‬
Signs ‫א‬#m)‫א‬.
Comprehensibility 9H‫א‬#‫د‬7‫א و‬9
Involving-issue-only publics ,g ‫א‬o$ /J0 ‫א‬p? ‫א‬
All-issue publics !e‫א‬ZI /J0 ‫א‬p? ‫א‬
Single-issue publics L ‫ א א‬g 4 /J0 ‫א‬p? ‫א‬
‫ق‬
Speech q, c‫א‬X ;
Power L ‫א‬
٤٢١ ‫א‬

Competence L>?I ‫א‬
‫ل‬
Qualified language 4r‫א‬A4 ‫א‬
‫מ‬
Tracking site visitors ^;‫א‬#‫زوא‬3=

recency L%P=
Focus group LQH‫"!א‬t‫א‬
Uncertainty of prediction r$0 ‫ א‬9N
Search engines q[$ ‫א‬Hu
Blog *‫א و‬
Bloggers ‫ز‬4$ ‫א و*نא‬
Persuasion stage ‫ع‬0;)‫א‬4 =
Confirmation stage ! ‫وא‬j $] ‫א‬4 =
Lethargic ‫ل‬8I ‫א‬Zv‫א‬
Soap opera !"‫א= א‬# ‫א‬E848‫א‬
Physical resources ,‫אد‬#‫אد‬
Credibility ;‫א א‬
Effects – to – cause X$8 ‫א‬l7‫ د‬5 0 ‫=א‬
Selective perception @ *‫א‬w‫א‬#‫مא)د‬9?=
‫א‬ ٤٢٢
Selective attention @ *‫א‬G$*‫>وא‬A)‫مא‬9?=
Selective exposure @ *‫مא ضא‬9?=
In-depth interviews /‫א" وא‬E3 ‫א‬
The standardized ended interview ‫א‬43 ‫א‬
Informal and conversation interview `‫د‬i‫א‬43 =
The in general interview Guide
Approach
‫!م‬ZIJ39‫א‬43 ‫א‬
Successive interval yp? ‫א‬X; ‫= سא‬
Semantic differential scale ‫א‬Q " ‫= سא‬
Equal-appearing intervals yp? ‫א‬y‫و‬8‫א‬#9b ‫= سא‬
Paired comparisons ‫دو‬Q‫*א‬# ‫= سא‬
Guttman ‫= س"ن‬
Likert I ‫= س‬
Debate L{0‫א‬
Types of reasoning Y!‫و*א‬+/0‫א‬
Entertainment program !0‫א‬
Hyperlinks L#9J‫"وא‬9‫אא;^א‬
Trustworthiness or personal integrity 2J ‫אא‬Q0 ‫א`; وא‬
Objectivity !e‫א‬
‫ن‬
Symposium L‫ و‬0 ‫א‬

Theories of cognitive reorganization V‫ א‬b0 ‫א‬L‫!د‬7,b*
Dissonance & consistency E0 ‫قوא‬8‫א‬F‫ق‬8‫א‬,b*
٤٢٣ ‫א‬
Classic conditioning EI ‫א‬4 ‫א‬,b*

Attribution theory ‫و‬Q ‫وא‬$80 ‫א‬,b*
Functional theories ? { ‫א‬,b0 ‫א‬
Information processing theories =4‫א‬D=,b*
Agenda setting L 0‫א‬,b*
Self-perception theory 2J ‫א‬w‫א‬#‫א)د‬,b*
Operant conditioning 5 0 3‫ط‬$#‫א‬,b*
Media system dependency theory Z@ ‫مא‬b0 ,‫א!"د‬,b0 ‫א‬
Social learning !"‫א‬4 ‫א‬,b*
Cognitive dissonance theory V‫א‬0 ‫א‬,b*
Cultural theory ] ‫א‬,b0 ‫א‬
Social judgment – involvement theory !"‫א‬Ic‫א‬,b*
Cultivation theory V ] ‫سא‬A ‫א‬,b*
Inoculation theory K[ ‫ }وא‬4 ‫א‬,b*
Low-involvement theory g?20‫א‬H#J‫א‬,b*
Hegemony theory 0" ~‫א‬,b*
Discussion formats ,#‫א‬c‫א‬O=‫א‬h ‫وא‬J;0‫ذجא‬
Stereotype /"0 ‫א‬
Cognitive response ‫א‬35‫ذجא‬
Uses and gratification !$m)‫ א=وא‬2‫ذجא‬
Questions & answers 3‫وא‬4p‫ذجא‬
Advertising model *E!)‫"ذجא‬0 ‫א‬
Spot & public services announcements ‫ن‬$ ‫غوא‬E$ ‫ذجא‬
‫א‬ ٤٢٤
Experimental model 35 ‫ذجא‬
Social marketing model !"‫א‬+,8 ‫ذجא‬
Traditional model y 4 ‫"ذجא‬0 ‫א‬
A traditional model y 4 ‫"ذجא‬0 ‫א‬
Goal-free evaluation c‫ذجא א‬
Lessons ‫א‬ei‫وسوא‬# ‫ذجא‬
Social control !"‫א‬L/ 8 ‫ذجא‬
Knowledge and information gaps =4‫אא وא‬5? ‫ذجא‬
Magazine 4t‫ذجא‬
Monitoring model b0 ‫وא‬$;‫ذجאא‬
Quiz 38‫ذجא‬
Interview format 43 ‫ذجא‬
Actuality ;‫ذجא א‬
Diffusion of innovation ‫א‬I$‫א‬#J*‫ذجא‬
The sense making approach 9? ‫א‬+4%‫ذج‬
‫و‬
Realism ;‫א א‬

Social media !"‫א‬Z@ ‫א‬
Little media LRA ‫= א‬E!)‫א‬Z@ ‫א‬
Expressive self-realizing function ‫א‬U ‫א‬.!R$ ‫وא‬+ [ ‫و{ ?א‬
Ego-defensive *‫א‬.!‫و{ ?א ع‬
Knowledge ‫و{ ?א‬
٤٢٥ ‫א‬
Economy and knowledge function ,‫א { ?א وא;د‬

Utilitarian-Adaptive function ? I ‫? وא‬0‫א { ?א‬
Suspend judgment ‫م‬I ‫א‬#‫ א‬7;‫و‬
‫א‬ ٤٢٦
‫ إﻧﺠﻠﻴﺰي – ﻋﺮﺑﻲ‬:ً‫ﺛﺎﻧﻴﺎ‬
A traditional model y 4 ‫"ذجא‬0 ‫א‬

Actuality ;‫ذجא א‬
Advertising model *E!)‫"ذجא‬0 ‫א‬
Affective ?- ‫א‬0 ‫א‬
Agenda setting L 0‫א‬,b*
All-issue publics !e‫א‬ZI /J0 ‫א‬p? ‫א‬
Apathetic publics ‫وא א‬,g ‫א‬b $‫א‬RdR"D‫א‬
Attitudes ‫א‬
Attitudes & Beliefs ‫אوא א‬
Attitudes & values ‫אوא‬
Attractiveness 3‫ذ‬D‫א‬
Attribution theory ‫و‬Q ‫وא‬$80 ‫א‬,b*
Audience receptivity ,R"D‫ א‬4$ ‫א‬
B
Behavioral H48 ‫א‬0 ‫א‬
Behavioral tendency H48 ‫א‬$d ‫א‬
Blog *‫א و‬
Bloggers ‫ز‬4$ ‫א و*نא‬
٤٢٧ ‫א‬
C
Cause – to – effects 5 0 ‫א‬l7‫ د‬,X$8 ‫א‬
Changing response 35‫א‬R A
Chronologically a# ‫ א‬b0 ‫א‬
Classic conditioning EI ‫א‬4 ‫א‬,b*
Coercion G‫א‬H)‫א‬
Cognitive V‫א‬0 ‫א‬
Cognitive dissonance V‫א‬0 ‫א‬
Cognitive dissonance theory V‫א‬0 ‫א‬,b*
Cognitive response ‫א‬35‫ذجא‬
Communication influence process =E!)‫א‬R`P ‫ א‬4"!
Competence L>?I ‫א‬
Compliance ‫א)ذ!ن‬
Comprehensibility 9H‫א‬#‫د‬7‫א و‬9
Confirmation stage ! ‫وא‬j $] ‫א‬4 =
Connoisseurship R$‫אא‬#‫د‬
Credibility ;‫א א‬
Critical willingness !/ ‫א* دא‬
Cultivation theory V ] ‫سא‬A ‫א‬,b*
Cultural theory ] ‫א‬,b0 ‫א‬
D
Debate L{0‫א‬
‫א‬ ٤٢٨
Deduction & induction ‫א א>وא ل‬
Deterministic "
Difficulty 3 ‫א‬X8 b0 ‫א‬
Diffusion of innovation ‫א‬I$‫א‬#J*‫א‬
Diffusion of innovation ‫א‬I$‫א‬#J*‫ذجא‬
Discussion formats ,#‫א‬c‫א‬O=‫א‬h ‫وא‬J;0‫ذجא‬
Dissonance & consistency E0 ‫قوא‬8‫א‬F‫ق‬8‫א‬,b*
Documentary films 4 58 ‫مא‬E‫א‬
Door-in-the-face 9‫אא‬:3 5 ‫א‬67
E
Economic loss ,‫א;د‬L#8‫א‬
Economy and knowledge function ,‫א { ?א وא;د‬
Effects – to – cause X$8 ‫א‬l7‫ د‬5 0 ‫=א‬
Ego-defense ‫א‬U ‫א‬.!‫א ع‬
Ego-defensive *‫א‬.!‫و{ ?א ع‬
Emotional & rational appeals 4 ‫? وא‬- ‫א"א‬
Empathy ?- ‫א "_א‬
Enhance compliance ‫א)ذ!ن‬Q,Q
Entertainment program !0‫א‬
Equal-appearing intervals yp? ‫א‬y‫و‬8‫א‬#9b ‫= سא‬
Evidence ‫אد‬
Experimental model 35 ‫ذجא‬
٤٢٩ ‫א‬
Expertise Lh‫א‬
Expressive self-realizing function ‫א‬U ‫א‬.!R$ ‫وא‬+ [ ‫و{ ?א‬
F
Face to face ‫אلא‬
Fear appeals ?,2 ‫א"א‬
Feed forward = ‫א‬,UA ‫א‬
Focus group LQH‫"!א‬t‫א‬
Foot-in-the-door ‫<; م‬-= 5 ‫א‬67
Functional theories ? { ‫א‬,b0 ‫א‬
G
Goal-free evaluation c‫ذجא א‬
Grass root L ! ‫א‬.=‫ق‬E/*‫א‬
Group discussions J;0‫!א‬f
Guttman ‫= س"ن‬
H
Hegemony theory 0" ~‫א‬,b*
Hit $4/ ‫א‬
Horizontal communication ‫אلא‬
Human interest *8*)‫א"مא‬
Human resources ,J$ ‫א‬Z=‫א א‬
Hyperlinks L#9J‫"وא‬9‫אא;^א‬
‫א‬ ٤٣٠
I
Identification E" ‫א‬FZ`" ‫א‬
Identification ‫وא‬+‫א א‬
In-depth interviews /‫א" وא‬E3 ‫א‬
Informal and conversation interview `‫د‬i‫א‬43 =
Information processing theories =4‫א‬D=,b*
Infrastructure [ ‫ א‬0$ 3‫א‬Z=‫א א‬
Inoculation theory K[ ‫ }وא‬4 ‫א‬,b*
Interactivity 4!? ‫א‬
Internalization EB?0 ‫א‬V‫د=ج‬7FX,‫و‬U
Interview format 43 ‫ذجא‬
Involving-issue-only publics ,g ‫א‬o$ /J0 ‫א‬p? ‫א‬
K
Knowledge ‫و{ ?א‬
Knowledge and information gaps =4‫אא وא‬5? ‫ذجא‬
Knowledge gap ‫א‬L5? ‫א‬
L
Lessons ‫א‬ei‫وسوא‬# ‫ذجא‬
Lethargic ‫ل‬8I ‫א‬Zv‫א‬
Likert I ‫= س‬
Liking :5!)‫א‬
٤٣١ ‫א‬
Listen ability & readability @‫@ وא א‬A)‫א‬

Little media LRA ‫= א‬E!)‫א‬Z@ ‫א‬
Logically +/0‫א‬X8 b0 ‫א‬
Loss of personal prestige 2J ‫אمא‬6 ‫ אنא‬
Low-involvement theory g?20‫א‬H#J‫א‬,b*
M
Magazine 4t‫ذجא‬
Media system dependency theory Z@ ‫مא‬b0 ,‫א!"د‬,b0 ‫א‬
Methods of organizing b0 ‫قא‬-‫و‬Z@ ‫א‬
Micro blogs & twitter LA‫وא و*א‬6, ‫א‬
Monitoring model b0 ‫وא‬$;‫ذجאא‬
N
Need and plan /‫وא‬$d ‫א‬X8 b0 ‫א‬
New media , D‫مא‬E!)‫א‬
Nonspecific opponent ‫ د‬i‫א‬Rd‫א‬
O
Objectivity !e‫א‬
Operant conditioning 5 0 3‫ط‬$#‫א‬,b*
P
Page view [? ‫?\א‬
‫א‬ ٤٣٢
Paired comparisons ‫دو‬Q‫*א‬# ‫= سא‬
Panel discussion J;0‫!א‬f
Persuasion ‫ع‬0;)‫א‬
Persuasion stage ‫ع‬0;)‫א‬4 =
Physical attractiveness , 8D‫ א‬3‫ذ‬D‫א‬
Physical resources ,‫אد‬#‫אد‬
Power L ‫א‬
Primacy , ‫אو‬
Psychological organization 8?0 ‫ א‬b0 ‫א‬
Q
Qualified language 4r‫א‬A4 ‫א‬
Questions & answers 3‫وא‬4p‫ذجא‬
Quiz 38‫ذجא‬
R
Realism ;‫א א‬
Reasoning from comparison *# ‫א‬+,-.!+/0‫ אمא‬2‫א‬
Reassurance of security ‫ א=ن‬HP
Recency L%P=
Reciprocal helping ‫د‬$ ‫! אא‬8‫ א‬5 ‫א‬67
Reinforcing response 35‫א‬EQ,QF !
Repetition of the message ‫א‬#‫א‬I
٤٣٣ ‫א‬
S
Search engines q[$ ‫א‬Hu
Segmentation of audiences R"D‫@א‬Q
Selective attention @ *‫א‬G$*‫>وא‬A)‫مא‬9?=
Selective exposure @ *‫مא ضא‬9?=
Selective perception @ *‫א‬w‫א‬#‫مא)د‬9?=
Selective retention @ *‫א‬HU ‫א‬
Self-perception theory 2J ‫א‬w‫א‬#‫א)د‬,b*
Self-reliance B?0 ‫א‬C4!‫א!"د‬
Semantic differential scale ‫א‬Q " ‫= سא‬
Sensitivity audience #9"D‫א‬G 8c‫א‬
Sequential-request strategies 3‫א‬$4/ ‫ א‬5 ‫א‬67
Shaping response 35‫א‬E.,IFZ IJ
Signs ‫א‬#m)‫א‬.
Similarity Y3J ‫א‬
Single-issue publics L ‫ א א‬g 4 /J0 ‫א‬p? ‫א‬
Soap opera !"‫א= א‬# ‫א‬E848‫א‬
Social control !"‫א‬L/ 8 ‫ذجא‬
Social judgment – involvement theory !"‫א‬Ic‫א‬,b*
Social learning !"‫א‬4 ‫א‬,b*
Social marketing model !"‫א‬+,8 ‫ذجא‬
Social media !"‫א‬Z@ ‫א‬
‫א‬ ٤٣٤
Social networks !"‫א‬I$J ‫א‬
Social news !"‫א‬#$%‫א‬
Social relationships !"‫;א‬E ‫@_א‬%
Socio-cultural factors !"‫א ] وא‬n‫א א‬
Spatially *I‫א‬Q c‫א‬X8 b0 ‫א‬
Special events ‫א אא‬
Speech q, c‫א‬X ;
Spiral of silence j" ‫دوא=א‬
Spot & public services announcements ‫ن‬$ ‫غوא‬E$ ‫ذجא‬
Stereotype /"0 ‫א‬
Successive interval yp? ‫א‬X; ‫= سא‬
Suspend judgment ‫م‬I ‫א‬#‫ א‬7;‫و‬
Symposium L‫ و‬0 ‫א‬
Symposium & panel discussion J;0‫"!א‬N‫ وאو‬0 ‫א‬O=‫א‬3
T
The fourth screen ^3‫א א‬mJ ‫א‬
The in general interview Guide Approach ‫!م‬ZIJ39‫א‬43 ‫א‬
The sense making approach 9? ‫א‬+4%‫ذج‬
The standardized ended interview ‫א‬43 ‫א‬
Theories of cognitive reorganization V‫ א‬b0 ‫א‬L‫!د‬7,b*
Topically !e‫א‬X8 b0 ‫א‬
Tracking site visitors ^;‫א‬#‫زوא‬3=
٤٣٥ ‫א‬
Traditional model y 4 ‫"ذجא‬0 ‫א‬

Trustworthiness or personal integrity 2J ‫אא‬Q0 ‫א`; وא‬
Two-step flow of communication K/%C4!=4‫א‬: 8*‫א‬
Types of reasoning Y!‫و*א‬+/0‫א‬
U
Uncertainty of prediction r$0 ‫ א‬9N
Unique visitor ‫א@אص‬Q ‫א‬
Uses and gratification !$m)‫ א=وא‬2‫ذجא‬
Utilitarian-Adaptive function ? I ‫? وא‬0‫א { ?א‬
V
Value-expressive ‫א‬.!R$ ‫א‬
Verifiability $] ‫א‬
Vertical communications ‫אلא‬
Vocabulary ‫عא?دא‬0
W
Webcasting L# ‫ وא‬3Y]3‫ل‬E%.=^;‫א‬Q,Q
‫א‬ ‫‪٤٣٦‬‬
‫ אوو‬
‫‪A B‬א@'>‪E‬א‪$‬א‪ ١٧٦'D#‬‬
‫‪A B‬א@'‪FG8$H‬م‪ ١٧٥‬‬ ‫‬
‫א "א‪I‬وא ل‪ ١٦٤‬‬ ‫א‪ ٢٦،٢١،١٤،٩،٦،٥‬‬
‫א ‪-‬א=‪ ٣٢٠'J7$‬‬ ‫אوא‪ ٩٥،٣٧،٣٦،٩‬‬
‫א ‪-‬א‪'J8‬وא?'‪ ١٦٢،٥٤‬‬ ‫אوאא‪،٦٤،٦٢،٢٣‬‬
‫א‪'KL(4‬وא"א‪ ١٦٩'K‬‬ ‫‪ ١٣٣‬‬
‫א‪-,‬د‪N?,‬א;‪ ٨٤MJ‬‬ ‫אلא‪ ٢٣٣‬‬
‫א‪ ٢١٢،٢٠٤،١٠٧،٨٦E@,4‬‬ ‫אلא"! ‪ ٢٣٣‬‬
‫א‪P,4‬مא‪،١٤٥،١٣٨،١٣٦7O‬‬ ‫אلא‪،١١٣،٩٠،٨٩#$‬‬
‫‪ ٢٢٣،٢٢١،١٤٧‬‬ ‫‪ ١١٦،١١٤‬‬
‫א‪P‬مא‪ ١٢٦،١٢٥،٧٤'?@C‬‬ ‫א‪+‬א*א)('‪ ٢٥٦‬‬
‫א‪;F4‬ع‪ ٢٨،٢٢،١٧،١٥،٨،٥،١‬‬ ‫א‪./0‬א‪ ٢٤٨،٢٣٠',-#‬‬
‫א‪"S4‬א‪ ١١٠،١٠٩،٥٥،٢٠،١٩R‬‬ ‫אد'‪ ١٦٣،١٦١،١٣٨،١٠٧،٧٦‬‬
‫א‪.U5‬א‪"T/‬א‪ ٨٨،٨٦‬‬ ‫א‪4‬ذ‪,‬ن‪ ١٧٧،١٧٥،٨٨،٦٩،٦٨‬‬
‫א‪5‬دא‪ ١٥٩,$:‬‬ ‫א =אمא;‪67"89,6:‬א‪ ١٦٥'5.‬‬
‫א‪EC5‬א?‪،٧٩V$:0N?,H$‬‬ ‫‪A B‬א@א‪/?:‬א>'‪ ١٧٥‬‬
‫‪ ٢٦٠،٨٠‬‬ ‫‪A B‬א@'א‪,C‬אא‪/‬د'‪ ١٧٧‬‬
‫‪ ٤٣٧‬‬
‫ א‬ ٤٣٨
١٨٠'7\-O‫?'א‬/‫א‬ ٨٤W,‫א‬9H‫ق‬P:5‫א‬
٩٦،٩٥J8‫א‬j-‫א‬ ١٦٩،١٦٨،٨٢5C54‫مא‬-‫א‬
١٧١،١٥٤' "‫א‬.‫"א‬T ١٦٠،٨٢'7$‫אو‬
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‫‬
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‫‪[ c) J٢‬و‪|T‬א*‪)T‬א!א* ‪ELG:U4*, #‬‬ ‫اﻟﺘﺪرﻳﺲ واﻹﺷﺮاف‪:‬‬
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‫& ‪6‬و‪ K(5‬‬ ‫اﻷﻋﻤﺎل اﻟﺘﻨﻔﻴﺬﻳﺔ‪:‬‬
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‫א"! א ‪،‬وאوאم  אوא  ‬

7!"‫ א‬5 %O1+WD%Uoz.0 ‫א‬2U u62u6K_96‫א‬Dn-r‫א‬

‫أﺑﻮاب وﻓﺼﻮل اﻟﻜﺘﺎب‬

R3‫]و‬W,1$uB7O |+ 6¡7K‫ א‬.$O51>?sY‫א‬Rf‫א‬aO‫و‬

K‫  א  א‬2.,*‫ א! ذج א‬0I! WJ3‫א א‬

s5 6 ‫א‬2H@86U?2%&‫?א‬R;+O‫و‬K2U66 ‫א‬7 9‫א‬7u1‫א‬r‫א‬2B\.

K‫ و א  א‬$/$O‫ אم א‬W"+‫א‬0‫א א‬

‫‪RPfO‬א ‪0‬ن‪ H$61‬א‪LG‬אא‪8^ً.V‬ن*‪ H$61. V‬א‪D%1‬א^‪K6‬‬

‫א א‪ WVA‬א‪ -A‬א א@‪0‬א< و‪H‬ذج ‪ D E‬א‪ +05‬א‪ C‬د‪K/‬‬

‫أ‪.‬د‪ /‬ﻋﺒﺪاﻟﻠﻄﻴﻒ دﺑﻴﺎن اﻟﻌﻮﻓﻲ‬

‫اﻟﺒﺎب اﻷول‪ :‬ﺣﻤﻼت اﻟﺘﻮﻋﻴﺔ اﻹﻋﻼﻣﻴﺔ‪ :‬اﻷﻧﻮاع واﻟﻌﻼﻗﺎت‬

‫اﻟﺒﺎب اﻟﺜﺎﻧﻲ‪ :‬ﺣﻤﻼت اﻟﺘﻮﻋﻴﺔ اﻹﻋﻼﻣﻴﺔ واﻟﻨﻈﺮﻳﺎت اﻻﺗﺼﺎﻟﻴﺔ وﺗﻄﺒﻴﻘﺎﺗﻬﺎ اﻟﻌﻤﻠﻴﺔ‬

‫اﻟﺒﺎب اﻟﺜﺎﻟﺚ‪ :‬ﻋﻨﺎﺻﺮ اﻟﻨﻤﻮذج اﻻﺗﺼﺎﻟﻲ ﻟﺤﻤﻼت اﻟﺘﻮﻋﻴﺔ اﻹﻋﻼﻣﻴﺔ‬

‫اﻟﺒﺎب اﻟﺮاﺑﻊ‪ :‬اﻹﻋﻼم اﻟﺠﺪﻳﺪ وﺣﻤﻼت اﻟﺘﻮﻋﻴﺔ اﻹﻋﻼﻣﻴﺔ‬

‫اﻟﺒﺎب اﻟﺨﺎﻣﺲ‪ :‬اﻟﺨﻄﻮات اﻹﺟﺮاﺋﻴﺔ وﻧﻤﺎذج ﻟﻬﺎ ﻣﻦ اﻟﺘﺠﺮﺑﺔ اﻟﺴﻌﻮدﻳﺔ‬

‫ אو א‪ :‬א وאع وא ‬

  ‫و‬ ‫ووא‬ ‫אא‬

‫و‪ً@ abWA، !( cA6‬ننא _‪$WA<#،203‬‬

‫أﻧﻮاع ﺣﻤﻼت اﻟﺘﻮﻋﻴﺔ اﻹﻋﻼﻣﻴﺔ‬

‫‪ -٢‬ﺣﻤﻼت اﻟﺼﻮرة اﻟﺬﻫﻨﻴﺔ‬

<0F!96"?v !L، !9‫ א?א‬o،%+n‫وא‬v

 !('[!،  ‫א?א‬+{Si‫א!  ذجא‬$  + +"‫(!  א‬

‫م‬UA‫ ن‬3،‫ אא‬L<o+$l ‫و‬Y6 S !(p u‫'وא‬A u‫א‬

‫‪A Traditional Model‬‬ ‫‪ -٢‬اﻟﻨﻤﻮذج اﻟﺘﻘﻠﻴﺪي‬

‫اﻟﺸﻜﻞ رﻗﻢ )‪.(١‬‬

‫ ‪+J Et‬א!ذج ‪  UA$ً A‬ط¨‪9‬عא‪(Y0 Nq‬א‪?  "i‬‬

%+ %'X"N‫م‬Ld‫ ?وא‬u‫"~א‬#++9$‫و‬،m‫ א‬y‫و‬Yo+‫ א‬Xo

‫ ق‬X‫ א‬H 6OW[ "‫ وو‬Xi‫عא‬yi‫א‬+ +j(‫אא!ذج‬g(Y0

K9 =0‫ د وא‬i‫ ?א‬A ‫א‬8A 3 ‫ذא‬6 o،W!<9‫ ن‬+9‫و‬

‫‪ J١‬א{‪+‬אم‪%+‬و  ‪ <V‬د‪<U56‬א   ‪<V‬א‪ª!y "i‬א‬

‫‪A model of Communication influence process‬‬ ‫‪ -٣‬ﻧﻤﻮذج ﻋﻤﻠﻴﺎت اﻟﺘﺄﺛﻴﺮ اﻹﻋﻼﻣﻲ‬

‫اﻟﺸﻜﻞ رﻗﻢ )‪ .(٢‬‬

‫ﺧﺼﺎﺋﺺ ﻋﻤﻠﻴﺔ ﺗﺄﺛﻴﺮ اﻟﺤﻤﻠﺔ ﺣﺴﺐ ﻫﺬا اﻟﻨﻤﻮذج‬

، >!i‫א_א‬mg,  }‫א‬A i‫א‬F n ‫אو‬2 ++" ‫و‬،+n‫وא‬

+" ‫ ?؟و‬3S‫אًא‬2e/X ‫} ( ?؟م‬

‫<ن‬9d‫א‬F‫ًو‬XS#‫ن ن‬/ !(‫و‬،ً +UA$u‫ نא‬+9W‫اﻟﺜﻤﻦ‬

‫אو  ‬ ‫א‬

<‫ א!  ع‬H $ n? )B ‫ذ‬،ً‫א‬$ X k P ^  P‫אא ع א‬SbًP[R 

‫اﻟﻔﺮق ﺑﻴﻦ اﻹﻗﻨﺎع واﻹﻛﺮاﻩ‬

‫‪$3#‬א‪b‬ذ‪B‬؛‪w‬نא‪? #$O‬א  <‪  S L‬ل‪،‬و‪ PBS1‬م ‪N‬‬

‫‪Attitudes‬‬ ‫ﻣﺎﻫﻴﺔ اﻻﺗﺠﺎﻫﺎت‬

‫ אد‬P #‫  ??א‬1c hI‫א‬KatzW  o$ P n ‫و‬KEAllport, 1954,P.45F? ‫א‬E‫ذא‬

? ¨ bETan,1985F ‫ ن‬N$ H،^ $P‫אא‬Sb<E>/0O‫~א‬b) q)P 

Attitudes & Beliefs ‫اﻻﺗﺠﺎﻫﺎت واﻟﻤﻌﺘﻘﺪات‬

~7P‫ن‬/ ‫و‬،‫ع‬O‫لא‬q q‫ وא‬P$`)|=0‫ن‬/  ?) - ًU )

‫)‪(١‬‬ ‫)‪(٢‬‬ ‫)‪(٣‬‬

‫اﻟﺸﻜﻞ رﻗﻢ )‪(١‬‬

N E‫ א‬P &>&‫ د‬8‫~ )نو‬$ ‫) ?  א‬E١F ~ /0‫א‬N$ 

‫ﺗﻜﻮﻳﻦ اﻻﺗﺠﺎﻫﺎت وﺗﻐﻴﻴﺮﻫﺎ‬

 ;{ Pch1$P0#?3‫و‬،8 ‫א‬Bcj )JS‫د א‬O‫ذא‬#);G13ch1

:   /‫و‬،? jPB )<^ #w‫ ع א‬1$P 0 ،ً¥6?jPB/‫و‬

‫اﻟﻌﻼﻗﺔ ﺑﻴﻦ اﻻﺗﺠﺎﻫﺎت واﻟﺴﻠﻮﻛﻴﺎت‬

E K 1' [‫ )ن  א‬8) 4  ‫وطא‬$0‫~א‬b)G H2 

E$ /‫ س‬3‫ ن‬48 ‫و‬، $ `/1? = K I‫א م‬u`q [‫نא‬2،EHP‫א‬

‫א‪ ،‬א د ن‪ K‬‬

‫‪ ١٤٣٣L٣٣٢٩‬‬ ‫د ‪ ٠٠٣,٥٤:‬‬

‫‪=)),>))?@A‬אא@))‪،))CCD))"EB‬و‪ ) N‬وא‪L))M‬א‪#)) K‬א ?))‪F))GHI)) J‬‬

‫‬ ‫ ‬

، ‫و‬KK

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KKU 6V‫אא‬P)P%KK $%9

‫א"! א ‪،‬وאوאم אوא ‬

7!"‫ א‬5 %O1+WD%Uoz.0 ‫א‬2U u62u6K_96‫א‬Dn-r‫א‬

R3‫]و‬W,1$uB7O |+ 6¡7K‫ א‬.$O51>?sY‫א‬Rf‫א‬aO‫و‬

K‫ א א‬2.,*‫ א! ذج א‬0I! WJ3‫א א‬

s5 6 ‫א‬2H@86U?2%&‫?א‬R;+O‫و‬K2U66 ‫א‬7 9‫א‬7u1‫א‬r‫א‬2B\.

K‫ و א א‬$/$O‫ אم א‬W"+‫א‬0‫א א‬

‫‪RPfO‬א ‪0‬ن‪ H$61‬א‪LG‬אא‪8^ً.V‬ن*‪ H$61. V‬א‪D%1‬א^‪K6‬‬

‫א א‪ WVA‬א‪ -A‬א א@‪0‬א< و‪H‬ذج ‪ D E‬א‪ +05‬א‪ C‬د‪K/‬‬

‫ אو א‪ :‬א وאع وא ‬

‫و‬ ‫ووא‬ ‫אא‬

‫و‪ً@ abWA، !( cA6‬ننא _‪$WA<#،203‬‬

<0F!96"?v !L، !9‫ א?א‬o،%+n‫وא‬v

!('[!، ‫א?א‬+{Si‫א! ذجא‬$ + +"‫(! א‬

‫م‬UA‫ ن‬3،‫ אא‬L<o+$l ‫و‬Y6 S !(p u‫'وא‬A u‫א‬

‫ ‪+J Et‬א!ذج ‪ UA$ً A‬ط¨‪9‬عא‪(Y0 Nq‬א‪? "i‬‬

%+ %'X"N‫م‬Ld‫ ?وא‬u‫"~א‬#++9$‫و‬،m‫ א‬y‫و‬Yo+‫ א‬Xo

‫ ق‬X‫ א‬H 6OW[ "‫ وو‬Xi‫عא‬yi‫א‬+ +j(‫אא!ذج‬g(Y0

K9 =0‫ د وא‬i‫ ?א‬A ‫א‬8A 3 ‫ذא‬6 o،W!<9‫ ن‬+9‫و‬

‫‪ J١‬א{‪+‬אم‪%+‬و ‪ <V‬د‪<U56‬א ‪<V‬א‪ª!y "i‬א‬

، >!i‫א_א‬mg, }‫א‬A i‫א‬F n ‫אو‬2 ++" ‫و‬،+n‫وא‬

+" ‫ ?؟و‬3S‫אًא‬2e/X ‫} ( ?؟م‬

‫<ن‬9d‫א‬F‫ًو‬XS#‫ن ن‬/ !(‫و‬،ً +UA$u‫ نא‬+9W‫اﻟﺜﻤﻦ‬

‫אو ‬ ‫א‬

<‫ א! ع‬H $ n? )B ‫ذ‬،ً‫א‬$ X k P ^ P‫אא ع א‬SbًP[R

‫‪$3#‬א‪b‬ذ‪B‬؛‪w‬نא‪? #$O‬א <‪ S L‬ل‪،‬و‪ PBS1‬م ‪N‬‬

‫ אد‬P #‫ ??א‬1c hI‫א‬KatzW o$ P n ‫و‬KEAllport, 1954,P.45F? ‫א‬E‫ذא‬

? ¨ bETan,1985F ‫ ن‬N$ H،^ $P‫אא‬Sb<E>/0O‫~א‬b) q)P

~7P‫ن‬/ ‫و‬،‫ع‬O‫لא‬q q‫ وא‬P$`)|=0‫ن‬/ ?) - ًU )

N E‫ א‬P &>&‫ د‬8‫~ )نو‬$ ‫) ? א‬E١F ~ /0‫א‬N$

;{ Pch1$P0#?3‫و‬،8 ‫א‬Bcj )JS‫د א‬O‫ذא‬#);G13ch1

: /‫و‬،? jPB )<^ #w‫ ع א‬1$P 0 ،ً¥6?jPB/‫و‬

E K 1' [‫ )ن א‬8) 4 ‫وطא‬$0‫~א‬b)G H2

E$ /‫ س‬3‫ ن‬48 ‫و‬، $ `/1? = K I‫א م‬u`q [‫نא‬2،EHP‫א‬

7''8-9''‫وא‬-‫א‬5''/''( ' /''6- &''(&‫א! '')א‬+'',-.''/‫''و‬0‫د''א‬23)*'' 4''/E∗F

{ H$2 I‫א‬S b‫و‬،G /‫عא‬HA‫ א‬$R |=6ch‫ אא‬o$P‫)ن‬

‫و‬،ً‫ א‬8ً‫ א‬8 01 2‫)و)وא‬،ً‫ א‬8 012‫نل)وא‬،‫אط‬cSbu1ًKL

Ku&[O‫ א‬H 4P ‫ز‬1B‫وذ‬E‫א‬$L‫א‬cSbk-‫ א‬J٥

Kc_g4#)chI‫ א‬/ J٢

# $7WK!‫א‬E[$‫א‬E $7U2)‫و‬$46)]$01‫م‬#G H2

‫‪ J٢‬א‪$L‬ق‪u1‬א‪HD‬א! >وא‪HD‬א! >؟‬

‫‪) J٣‬אعא‪E>HD‬א! >؟‬

‫‪~b) J٤‬א‪H‬ذجא‪4 [n‬א‪HD‬א! >؟‪K‬‬

‫‪« t + J٥‬ذج«ذجא‪E>HD‬א! >) ‪KB[V‬‬

K‫א! ع؟‬EHP"4‫א‬s"‫ א‬J٦

KB‫ذ‬$K2‫ً؟‬b‫א‬$3‫ ً)م‬3 H8I‫ א‬$jK‫«ذجא‬b J٨

W/1> !‫א א‬E>Y1$‫א‬E >P‫ א‬J٩

‫‪$1E b6B)$Sb J٢‬א‪> 3 s‬؟^؟و > ‬

‫‪q J٣‬ول)ن‪B PH< E>HDE H" VK‬و‪ «Jw‬ذج‬

‫‪ q J٤‬د ‪B H‬و‪ P‬א‪B‬وא‪B bh‬ودوא‪B P2‬و‪E c hB #‬‬

‫ א‬ ‫ אوאوא‬

‫ א‬ ‫א‬

‫‪*+‬אل(نא &‪ !"#$%‬אא א‪،‬و א‬

LM"‫א‬,"-1 ‫و‬،JE"5‫`א‬B Z"1+‫א‬-9%& ‫א‬-@-:%Lo#$%& ‫\نא‬

‫(نא אאوא‬Littlejohn, 1983, pp.147-148) ‫ن‬

K7&&‫א‬N.‫ א‬0B‫س‬#H‫א‬7FC6P‫א‬5I‫א‬.‫ نא‬F F.C

+‫א‬،Festinger + &5‫و‬،V/II‫אزن‬.‫א‬a‫د‬.،5@!."+

&A+.F W‫و‬I C6P‫א‬5I‫א‬.8: ‫א א‬J F h

‫א‪&A‬א ‪5# - .:‬א‪bY‬ل‪-‬א‪j7Y‬ن ‪5 j‬و = ‪ًIً1p‬‬

‫אن‬+q‫אو‬6^Y‫א‬7W:q"a8G‫א‬t +، pI5/=J -:

5/=w‫¨!א‬Jl-:L WV‫?و‬-&lg:L WV?‫ل‬.@a‫`ولא‬

?: ‫ن‬B +‫א‬VI‫ع‬.D‫= ذ‬#‫ د‬-+،VIª2.%‫و‬

‫‪<:‬د‪L% l 5/=y6‬א‪U +‬א‪،7Y‬و‪Z‬ن ‪lb‬אً‪VI‬א‪l Y‬א‪<:‬‬

J6 ‫א‬6^Y‫א‬7WY5G#6|/&،‫ل‬bY‫א‬5# ،"a‫?א‬$:I5"

=‫א‬o;{I+‫د‬5G#6‫"ن م‬a‫ א‬8G‫א‬r$ " ،y s‫א‬

D‫ نذ‬o‫א‬.#I‫א‬:!BVIH =&‫و& ن‬،5"‫א‬BoAIi‫وא‬oH

Fishbein¸=+‫ذج‬.D ‫و‬،?GAI‫ وز‬p -YInvolvement theory

‫ذج‬."‫ אא‬F! p‫ون‬L#>!‫و‬،Beliefs and Attitudes‫א‬Y‫وא‬F~;‫א‬

'& ‫ذא‬Z"+I.Y‫لא‬.!]^=‫א‬8/!?‫د‬.@Y‫وא‬WValence ‫أ(اﻟﺘﻜﺎﻓﺆ‬

‫א@‪+،ylg‬نא‪|!7Y‬א‪ 6=Y‬אא‪Ul#C.Y‬ن‪J F‬א ‪KI#‬‬

‫ون‬lg ‫س‬+‫ א‬،8+‫א‬FL0‫و‬8:n6‫ع‬pZ5CVII.Y‫نא‬.I^

%‫دאد‬60 ‫א‬A"a‫א‬5 B:‫א‬#‫א‬J F‫^אم‬#‫نא‬/I

‫م‬#7 "+K#‫א‬6‫אא‬6 "J6.K!‫?و‬G&7&:B|‫و&*א‬،ً‫א‬lb

-‫م‬. ‫@ن‬:;‫وא"א‬،"a8G‫ א [ن א‬F‫و‬K?Z.@&