Electronic Dialogic Communication in Digital Platforms of the Saudi Ministry of Health Sector
, Vol.12
, Fifty-first Issue
PP:45 - 46
Authors:
Mrwah Talat Mohammed Amin Yanksar-PH.D Researcher in Mass Communication,Mass Communication Department,College of Humanities & Social Sciences,King Saud University
Abstract:
The current study investigates the Use of Saudi Ministry of Health the principles of electronic dialogic communication and communication strategies in its publications on its official account on X platform. It also evaluates the publications’ success or failure in communicating with the general public, establishing relations with them and maintaining these relations.
To accomplish these goals, this study analyzes the content of what the Saudi Ministry of Health published on its official account on X platform over a year, choosing Systematic Random Sampling. In its analysis, this study applied the dialogical communication theory developed by Kent and Taylor (1998), and Ruler's Situational Model of Communication Strategies (2004).
The study found that 50% of the publications employed the principle of usefulness of information, 21.9% employed the principle of the dialogue pool, 15.6% employed the principle of conservating of visitors, and 21.6% employed the principle of generating return visits.
The findings of this study can be attributed to the nature of the publications of the Saudi Ministry of Health, a non-profit government sector that focuses on disseminating information in one direction. The results also showed that the media strategy was employed extensively, while consensus-building strategy was absent. There was also a decrease in the use of the dialogue strategy.
All of this showed that the Saud Ministry of Health used its official account on X platform to tell the pubic its lates news and instructs them in matters relate to public health. It is evident that the ministry used X platform in this fashion more than it used it to establish a dialogic communication with the public. The implication here is that the ministry used X platform as a one-way communication channel, very much like traditional media. The study also proved that there was a correlating statistical significance between the availability of dialogic communication principles in the Saud Ministry of Health’s publications on its official account on the X platform and the level of audience interaction. There is also a correlating statistical significance between the type of communication strategy employed in the Ministry of Health’s publications on its official account on X platform and the level of audience interaction. Therefore, the study recommends that the staff in charge of managing the Saud Ministry of Health’s accounts on X platform should work to increase the level of audience interaction with their publications and utilize all the dialogic capabilities of the platform to engage the public, listen to them, and respond to their questions and suggestions.
Key Words:
Electronic Dialogic Communication, Communication Strategies, Saudi Ministry of Health, X Platform.
Research Language:
Arabic
|