Advertising design as a source of promoting citizenship values by taking advantage of the theory of social control (In light of the national anti-corruption strategy)

Mostafa, Abeer Hassan Abdo; Abou Donia, Samar; ElTalony, Engy Mohamed Fathy Awad

doi:10.21608/mjaf.2022.149306.2831

Advertising design as a source of promoting citizenship values by taking advantage of the theory of social control (In light of the national anti-corruption strategy)

Document Type : Original Article

Authors

¹ Advertising department-Faculty of Applied Arts-Helwan University-Egypt

² Applied Arts - Helwan University

³ Advertising Department- Faculty of Applied Arts - Helwan University

10.21608/mjaf.2022.149306.2831

Abstract

Citizenship is not an end in itself, but a means of social, political and economic participation in society, a reciprocal relationship between citizens and the state. Citizenship is achieved by activating the role of citizens to demand their basic rights and entitlements: not only the right to vote or participate in political decision-making, but also the right to decent work and livelihood, health care and education, the preservation of personal dignity, and most importantly, the right enshrined in these rights.

As corruption impedes the goals of citizenship, as states fail to eradicate poverty and hunger and provide new health care and high-quality education for their citizens, which has led to states’ attempts to reduce all forms of corruption and promote the recovery and return of stolen funds, and at the same time, corruption limits the achievement of all development goals Sustainable in many respects, thus reinforcing the values of citizenship for the citizen again, and to find out the reasons for the citizen’s resort to corruption, it is necessary to study “Social Control Theory”, which suggests that people’s relationships, obligations, values, norms and beliefs encourage them not to break the law. Thus, if moral norms are internalized and individuals within their broader community are constrained and have an interest in it, they will voluntarily reduce their propensity to commit deviant acts. Exploiting the process of socialization and social education builds self-control and reduces indulgence in behavior recognized as anti-social Thus, reducing the chances of corruption and enhancing the values of citizenship, and there is no doubt that advertising campaigns play an effective role in developing social, intellectual and political awareness, as well as forming public opinion. Studying the theory of formal and informal social control and linking it to the design of advertising campaigns helps to change the negative behavior of the citizen and thus enhance his citizenship values, and this is the subject of our research.

Keywords