| Title | Media Messaging about Education Reform |
|---|---|
| Subtitle | Interview with Yousra Allam |
| Contributor | Linda Herrera (author) |
| DOI | https://doi.org/10.11647/obp.0489.09 |
| Landing page | https://www.openbookpublishers.com/books/10.11647/obp.0489/chapters/10.11647/obp.0489.09 |
| License | https://creativecommons.org/licenses/by-nc/4.0/ |
| Copyright | Linda Herrera |
| Publisher | Open Book Publishers |
| Published on | 2025-11-17 |
| Long abstract | Yousra Allam served as the Marketing and Communication Advisor to H.E. the Minister of Education and Technical Education Dr. Tarek Shawki from 2017 to 2022. The communication to the public was complicated since the reform contained several components including a new curriculum, tablets for all students entering high school (Grade 10), the integration of digital resources, and changing modes of assessments. The team worked with private marketing, advertising, and media agencies to ensure their message would reach most of the geographical areas in the country. Through television, newspapers, online news, and social media platforms, they tailored their message to different social groups and generations. |
| Page range | pp. 159–170 |
| Print length | 12 pages |
| Language | English (Original) |
Linda Herrera is Professor in the Department of Education Policy, Organization and Leadership in the Global Studies in Education program at the University of Illinois at Urbana-Champaign. She was director of the Education 2.0 Research and Documentation Project in Egypt and served as an international education advisor. A social anthropologist with expertise in the Middle East and North Africa, her research and teaching cover a range of areas including education and power, youth studies, citizenship education and critical democracy, technology and society, and international education development. Her books include, Educating Egypt: Civic Values and Ideological Struggles (American University in Cairo Press, 2022), Global Middle East: Into the Twenty-First Century (with A. Bayat, University of California Press, 2021), Revolution in the Age of Social Media (Verso, 2014), Wired Citizenship: Youth Learning and Activism in the Middle East (Routledge, 2014), Being Young and Muslim: New Cultural Politics in the Global South and North (with A. Bayat, Oxford University Press, 2010), and Cultures of Arab Schooling: Critical Ethnographies from Egypt (with C. A. Torres, State University of New York Press, 2006).