Persuasive Strategies in Addressing Health Issues on Libyan Satellite Channels: An Analytical Study of the Programs With Dr. Abdel Qader Al-Masri and With Al-Hakim

Abstract

This study aimed to identify the persuasive strategies employed in the coverage of health issues on Libyan satellite television channels through a content analysis of the programs With Dr. Abdel Qader Al-Masri, broadcast on Libya Al-Ahrar Channel, and With Al-Hakim, broadcast on Libya Panorama Channel. It also sought to examine the major health topics addressed by the two programs, the health-related values they presented, their sources of information, the geographical scope of the health issues covered, the formats used to present health content, the participating parties, the target audiences, and the main persuasive strategies used to communicate health messages and information. The study adopted a descriptive-analytical approach and employed content analysis. The analytical sample consisted of 48 television episodes, including 24 episodes from With Dr. Abdel Qader Al-Masri and 24 episodes from With Al-Hakim, covering the period from October 2020 to March 2021. The content analysis categories included health topics, values, information sources, duration, target audiences, persuasive strategies, geographical scope, program format, participating parties, the presenter’s position, and the communication methods employed. 
The findings revealed that diseases constituted the dominant health topic in both programs, accounting for 96% of the content in With Dr. Abdel Qader Al-Masri and 100% in With Al-Hakim. Nutrition appeared only to a limited extent in the former and was absent from the latter. Prevention was among the most prominent health values presented. Physicians were the principal source of health information, accounting for 92% of the sources used in With Dr. Abdel Qader Al-Masri and 100% in With Al-Hakim, while other information sources received little or no attention. The analysis also showed that both programs primarily focused on health issues with a global geographical dimension. 
Regarding persuasive strategies, the presentation of arguments and evidence ranked first in both programs, representing 62% in With Dr. Abdel Qader Al-Masri and 50% in With Al-Hakim. In the former, presenting different sides of an issue accounted for 21%, while the use of numbers, statistics, and data accounted for 17%. In With Al-Hakim, numbers, statistics, and data represented 42%, followed by clarity of objectives at 8%. The results further indicated differences in presentation formats. With Dr. Abdel Qader Al-Masri employed more diverse formats, particularly interview-based discussions, whereas With Al-Hakim relied predominantly on the program presenter. Overall, the findings demonstrate the central role of arguments, evidence, and medical sources in constructing persuasive health messages in both programs, while also revealing differences in the diversity of presentation formats and supporting persuasive techniques.