Non-Profit Sector Organizations Employing Social Networking Sites to Spread the Culture of Public Taste Saudi Association Account for Public Taste in (X) Platform as A Model
, Vol.12
, Forty-Ninth Issue
PP:29-30
Authors:
Associate Prof. Dr. Zakya Elnour Yousif Maki-Associate Professor of Media ,Department of Communication and Media,Faculty of Arts,King Faisal University
Ahwan Mohamed Al-Asmari-Master's degree researcher in media & strategic communication,Communication & Media Department ,Faculty of Arts,King Faisal University
Abeer Faysal Al-Ghamdi-Master's Researcher in Strategic Communication,Communication & Media Department ,Faculty of Arts,King Faisal University
Sarah Abdullah Al Bin Hamad-Master's Researcher in Strategic Communication,Communication & Media Department ,Faculty of Arts,King Faisal University
Abstract:
The current study aimed to identify the extent to which non-profit sector organizations used social media sites to spread the culture of Public Taste and it aimed as well to recognize the method that the Saudi Association's account handled the Public Taste on the X platform (X) to disseminate the culture of Public Taste. The study used both the media survey curriculum using the identification tool to collect data from a sample consists of (100) individual followers of the Association's account on the X platform, and the analytical approach based on the content analysis form to analyze the tweets of the Association's account on the X platform during the period from 1-1-2023 until 31-03-2023. The most important results of the field study concluded that: 43.1% of the sample individuals who are exposed to the Saudi Association’s account of Public Taste on the X platform are exposing to it (sometimes). It also became clear that the association was keen to spread the culture and concepts of Public Taste and adopt it as a way of life for all members of society, as the satisfaction achieved that refers to (Cognitive Mastery of the Culture of Public Taste) came at the forefront of the satisfactions achieved by the sample members from following the account. The contents of Public Taste in sports are among the contents that are most affected by the sample members who are exposed to the association’s account on the X platform. It was also revealed that there is a positive relationship between the association’s utilization of the X platform and spreading the culture of Public Taste among members of society. While the most important results of the analytical study concluded that awareness-raising topics are at the front of the topics addressed by the association’s account on the X platform. Moral values also came at the front of the types of values included in the account which demonstrates the association’s keenness to provide a series of awareness messages that support the adoption of Public Taste values among members of society. It seeks to contribute to the transfer of moral, social and cultural values and principles from one generation to another.
Key Words:
Social Networking Sites, Non-Profit Sector, Public Taste.
Research Language:
Arabic
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