Saudi youth’s Vision of Government Public Relations Strategies in Promoting Dialogue Communication on Social Media during Crises
(COVID-19 pandemic as a model)
Keywords:
Saudi youth, government public relations, dialogue communication, social networking sites, Corona crisis
Abstract
The study aimed to identify the perceptions of Saudi youth about confidence in the effectiveness of public relations strategies on social media platforms and their ability to enhance dialogue and interaction with Saudi youth during the crisis of the Covid 19 pandemic. The study relied on the survey method, using the sample survey method applied to a deliberate sample of 400 individuals from Saudi youth. The results of the study revealed a high percentage of Saudi youth using social media “always” (92%). One of the most prominent government public relations strategies in promoting dialogue communication on social media platforms during the Corona crisis; Putting awareness leaflets on ways to prevent the virus and the procedures for dealing with it in case of infection” at a rate of (24.2%), then “publishing means of contacting health emergencies to seek help” (20.8%), followed by “publishing precautionary instructions and measures for citizens” of closures and the danger of traffic” (18.6%). Among the most important patterns of interaction of Saudi youth with government public relations publications about the Corona pandemic on social media platforms, the publication’s participation came to spread the benefit “with a relative weight (89.6%), then “Like the post or express how I feel about the post” with a relative weight (82.5%), followed by “commenting on the post” with a relative weight (81%).
The results of the study showed the validity of the research hypotheses that there is a relationship between the study sample’s dependence on government public relations on social media and its ability to enhance dialogue communication during the COVID-19 pandemic crisis, according to demographic variables (i.e., gender, age, educational level and monthly income).
References
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( ) Graham, Missy, and Elizabeth Johnson Avery. "Government public relations and social media: An analysis of the perceptions and trends of social media use at the local government level." Public Relations Journal 7.4 (2013): 1-21.
( ) Kent, Michael L., and Chaoyuan Li. "Toward a normative social media theory for public relations." Public Relations Review 46.1 (2020): 101857.
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( ) معين الکوع وعائدة فخر الدين، إدارة الاتصال الفعال عبر الفيس بوك: مدى توظيف العلاقات العامة في شركات الاتصالات الخلوية الفلسطينية لنظرية الاتصال الحواري في إدارة السمعة المؤسساتية، مجلة البحوث الإعلامية، جامعة الأزهر، المجلد 54، 54 - ج 1، الصيف 2020، الصفحة 166-194
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( ) حاتم علي حيدر الصالحي، دور الفيس بوك في تدعيم الحوار بين المنظمة والجمهور: دراسة في إطار نظرية الاتصال الحواري، مجلة العلوم الإنسانية، مجلد7، العدد2، الجزائر: جامعة وهران، كلية العلوم الإنسانية، 2016.
( ) Graham, Melissa W. "Government communication in the digital age: Social media’s effect on local government public relations." Public relations inquiry 3.3 (2014): 361-376.
( ) Tang, Zhenya, et al. "Does government social media promote users' information security behavior towards COVID-19 scams? Cultivation effects and protective motivations." Government Information Quarterly 38.2 (2021): 101572.
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( ) Al-Asal, Nawzat Saleh Abu, and Mikhled Khalaf AlNawafeh. "Electronic public relations campaigns in Jordanian hospitals and their role in raising awareness of the dangers of influenza (H1N1) and coronavirus (COVID-19." International Journal of Media and Mass Communication (IJMMC) 3.1 (2021): 109-133.
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( ) Loveless, Matthew. "Media dependency: Mass media as sources of information in the democratizing countries of Central and Eastern Europe." Democratisation 15.1 (2008): 162-183.
( ) Khalifa, Hussein, and Hassan Khalifa. "Media Dependency during COVID-19 Pandemic and Trust in Government: The Case of Bahrain." International Journal of Management 11.11 (2020).
( ) Kent, Michael L., and Maureen Taylor. "Building dialogic relationships through the World Wide Web." Public relations review 24.3 (1998): 321-334.
( ) Ledingham, John A. "Explicating relationship management as a general theory of public relations." Journal of public relations research 15.2 (2003): 181-198.
( ) Kent, Michael L. "Using social media dialogically: Public relations role in reviving democracy." Public relations review 39.4 (2013): 337-345.
( ) Kent, Michael L., and Chaoyuan Li. "Toward a normative social media theory for public relations." Public Relations Review 46.1 (2020): 101857.
( ) Ibid.
( ) Kent, Michael L., and Maureen Taylor. "Building dialogic relationships through the World Wide Web." Op. Cit.
( ) Kent, Michael L., and Maureen Taylor. "Building dialogic relationships through the World Wide Web. Op. Cit.
( ) Wirtz, John G., and Thais M. Zimbres. "A systematic analysis of research applying ‘principles of dialogic communication’to organizational websites, blogs, and social media: Implications for theory and practice." Journal of public relations research 30.1-2 (2018): 5-34.
( ) Kent, Michael L., and Maureen Taylor. "Toward a dialogic theory of public relations." Op. Cit.
( ) Grunig, James E., and Todd Terrance Hunt. Managing public relations. Holt, Rinehart and Winston, 1984.
( ) Pearson, Ronald Albert. A theory of public relations ethics. Diss. Ohio University, 1989.
( ) Kent, Michael L., and Maureen Taylor. "Building dialogic relationships through the World Wide Web. Op. Cit.
( ) Lane, Anne. "Toward understanding the (lack of?) significance of dialogue to the practice of public relations." Asia Pacific Public Relations Journal 15.1 (2014): 123-142.
( ) Taylor, Maureen, and Michael L. Kent. "Dialogic engagement: Clarifying foundational concepts." Journal of public relations research 26.5 (2014): 384-398.
( ) Duhé, Sandra. "An overview of new media research in public relations journals from 1981 to 2014." Public Relations Review 41.2 (2015): 153-169.
( ) Grunig, James E., and Larissa A. Grunig. "Excellence theory in public relations: Past, present, and future." Public relations research. VS Verlag für Sozialwissenschaften, 2008. 327-347.
( ) Kent, Michael L. "Using social media dialogically: Public relations role in reviving democracy." Op. Cit.
( ) نورهان رجب أحمد حسن. تأثير استخدام الشباب المصري لمواقع التواصل الاجتماعي على مشاركتهم السياسية. رسالة ماجستير غير منشورة، (جامعة القاهرة: كلية الإعلام. قسم الإذاعة والتلفزيون، 2017).
( ) هيام أنور أحمد أبو زيد. دور مواقع التواصل الاجتماعي في تشكيل اتجاهات الشباب نحو بعض الأزمات السياسية المصرية. رسالة دكتوراه غير منشورة، (جامعة عين شمس: معهد الدراسات الطفولة. قسم الإعلام وثقافة الطفل. 2016)
( ) Ibid.
( ) هبة صلاح سيد سيد. دور الإعلام الجديد في تشكيل الوعي بالقضايا الاجتماعية لدى الشباب الجامعي: دراسة ميدانية. رسالة ماجستير غير منشورة، (جامعة عين شمس: كلية الآداب، قسم علم الاجتماع، 2019).
( ) حمزة السيد حمزة خليل. مرجع سابق، 2012.
( ) بسمة على يحيى. الممارسات التفاعلية للإعلام الجديد وعلاقتها بسلوكيات الشباب المصري. رسالة ماجستير غير منشورة، (جامعة المنصورة: كلية الآداب، قسم الإعلام، 2017).
( ) Ibid.
( )van Dijck, José. "Governing digital societies: Private platforms, public values." Computer Law & Security Review 36 (2020): 105377.
( )Jaeger, Paul T., and John Carlo Bertot. "Designing, implementing, and evaluating user-centered and citizen-centered e-government." Technology Enabled Transformation of the Public Sector: Advances in E-Government. IGI Global, 2012. 105-122.
( ) Sommerfeldt, Erich J., and Aimei Yang. "Notes on a dialogue: Twenty years of digital dialogic communication research in public relations." (2018): 59-64.
( )Wright, D., and M. Hinson. "Tracking how social and other digital media are being used in public relations practice: A twelve-year study." Public Relations Journal 11.1 (2017): 1-30.
( ) Graham, Missy, and Elizabeth Johnson Avery. "Government public relations and social media: An analysis of the perceptions and trends of social media use at the local government level." Public Relations Journal 7.4 (2013): 1-21.
( ) Kent, Michael L., and Chaoyuan Li. "Toward a normative social media theory for public relations." Public Relations Review 46.1 (2020): 101857.
( ) Wang, Yuan, and Yiyi Yang. "Dialogic communication on social media: How organizations use Twitter to build dialogic relationships with their publics." Computers in Human Behavior 104 (2020): 106183.
( ) معين الکوع وعائدة فخر الدين، إدارة الاتصال الفعال عبر الفيس بوك: مدى توظيف العلاقات العامة في شركات الاتصالات الخلوية الفلسطينية لنظرية الاتصال الحواري في إدارة السمعة المؤسساتية، مجلة البحوث الإعلامية، جامعة الأزهر، المجلد 54، 54 - ج 1، الصيف 2020، الصفحة 166-194
( ) حسن نيازي، استخدام العلاقات العامة في الجامعات السعودية لشبكات التواصل الاجتماعي: دراسة تحليلية لموقع تويتر في إطار نظرية الحوار ونماذج العلاقات العامة، المجلة العربية لبحوث الإعلام والاتصال، العدد 21، 2018.
( ) Akwari, Charles C. "Dialogic Communication and Public Relations Websites: A Content Analysis of the Global Top 250 PR Agencies. MA Thesis" (2017).
( ) حاتم علي حيدر الصالحي، دور الفيس بوك في تدعيم الحوار بين المنظمة والجمهور: دراسة في إطار نظرية الاتصال الحواري، مجلة العلوم الإنسانية، مجلد7، العدد2، الجزائر: جامعة وهران، كلية العلوم الإنسانية، 2016.
( ) Graham, Melissa W. "Government communication in the digital age: Social media’s effect on local government public relations." Public relations inquiry 3.3 (2014): 361-376.
( ) Tang, Zhenya, et al. "Does government social media promote users' information security behavior towards COVID-19 scams? Cultivation effects and protective motivations." Government Information Quarterly 38.2 (2021): 101572.
( ) Camilleri, Mark Anthony. "Strategic dialogic communication through digital media during COVID-19 crisis." Strategic corporate communication in the digital age. Emerald Publishing Limited, 2021.
( ) Ngai, Cindy Sing Bik, et al. "Grappling with the COVID-19 health crisis: content analysis of communication strategies and their effects on public engagement on social media." Journal of medical Internet research 22.8 (2020): e21360.
( ) Radwan, Ahmed Farouk, and Sheren Ali Mousa. "Government Communication Strategies during Coronavirus Pandemic: United Arab Emirates Lessons." Journal of Health Management 22.4 (2020): 516-527.
( ) Al-Asal, Nawzat Saleh Abu, and Mikhled Khalaf AlNawafeh. "Electronic public relations campaigns in Jordanian hospitals and their role in raising awareness of the dangers of influenza (H1N1) and coronavirus (COVID-19." International Journal of Media and Mass Communication (IJMMC) 3.1 (2021): 109-133.
( ) Kamil, A. (2020). Role of Public Relations in Crisis Management with the Coronavirus Crisis as an Example: A Case Study on the UAE. Global Media Journal, 18(35), 1-6.
( ) Chen, Q., Min, C., Zhang, W., Wang, G., Ma, X., & Evans, R. (2020). Unpacking the black box: How to promote citizen engagement through government social media during the COVID-19 crisis. Computers in human behaviour, 110, 106380.
( ) Loveless, Matthew. "Media dependency: Mass media as sources of information in the democratizing countries of Central and Eastern Europe." Democratisation 15.1 (2008): 162-183.
( ) Khalifa, Hussein, and Hassan Khalifa. "Media Dependency during COVID-19 Pandemic and Trust in Government: The Case of Bahrain." International Journal of Management 11.11 (2020).
( ) Kent, Michael L., and Maureen Taylor. "Building dialogic relationships through the World Wide Web." Public relations review 24.3 (1998): 321-334.
( ) Ledingham, John A. "Explicating relationship management as a general theory of public relations." Journal of public relations research 15.2 (2003): 181-198.
( ) Kent, Michael L. "Using social media dialogically: Public relations role in reviving democracy." Public relations review 39.4 (2013): 337-345.
( ) Kent, Michael L., and Chaoyuan Li. "Toward a normative social media theory for public relations." Public Relations Review 46.1 (2020): 101857.
( ) Ibid.
( ) Kent, Michael L., and Maureen Taylor. "Building dialogic relationships through the World Wide Web." Op. Cit.
( ) Kent, Michael L., and Maureen Taylor. "Building dialogic relationships through the World Wide Web. Op. Cit.
( ) Wirtz, John G., and Thais M. Zimbres. "A systematic analysis of research applying ‘principles of dialogic communication’to organizational websites, blogs, and social media: Implications for theory and practice." Journal of public relations research 30.1-2 (2018): 5-34.
( ) Kent, Michael L., and Maureen Taylor. "Toward a dialogic theory of public relations." Op. Cit.
( ) Grunig, James E., and Todd Terrance Hunt. Managing public relations. Holt, Rinehart and Winston, 1984.
( ) Pearson, Ronald Albert. A theory of public relations ethics. Diss. Ohio University, 1989.
( ) Kent, Michael L., and Maureen Taylor. "Building dialogic relationships through the World Wide Web. Op. Cit.
( ) Lane, Anne. "Toward understanding the (lack of?) significance of dialogue to the practice of public relations." Asia Pacific Public Relations Journal 15.1 (2014): 123-142.
( ) Taylor, Maureen, and Michael L. Kent. "Dialogic engagement: Clarifying foundational concepts." Journal of public relations research 26.5 (2014): 384-398.
( ) Duhé, Sandra. "An overview of new media research in public relations journals from 1981 to 2014." Public Relations Review 41.2 (2015): 153-169.
( ) Grunig, James E., and Larissa A. Grunig. "Excellence theory in public relations: Past, present, and future." Public relations research. VS Verlag für Sozialwissenschaften, 2008. 327-347.
( ) Kent, Michael L. "Using social media dialogically: Public relations role in reviving democracy." Op. Cit.
( ) نورهان رجب أحمد حسن. تأثير استخدام الشباب المصري لمواقع التواصل الاجتماعي على مشاركتهم السياسية. رسالة ماجستير غير منشورة، (جامعة القاهرة: كلية الإعلام. قسم الإذاعة والتلفزيون، 2017).
( ) هيام أنور أحمد أبو زيد. دور مواقع التواصل الاجتماعي في تشكيل اتجاهات الشباب نحو بعض الأزمات السياسية المصرية. رسالة دكتوراه غير منشورة، (جامعة عين شمس: معهد الدراسات الطفولة. قسم الإعلام وثقافة الطفل. 2016)
( ) Ibid.
( ) هبة صلاح سيد سيد. دور الإعلام الجديد في تشكيل الوعي بالقضايا الاجتماعية لدى الشباب الجامعي: دراسة ميدانية. رسالة ماجستير غير منشورة، (جامعة عين شمس: كلية الآداب، قسم علم الاجتماع، 2019).
( ) حمزة السيد حمزة خليل. مرجع سابق، 2012.
( ) بسمة على يحيى. الممارسات التفاعلية للإعلام الجديد وعلاقتها بسلوكيات الشباب المصري. رسالة ماجستير غير منشورة، (جامعة المنصورة: كلية الآداب، قسم الإعلام، 2017).
( ) Ibid.
Published
2021-12-28
How to Cite
Dr. Iman Ahmed Morsi. (2021). Saudi youth’s Vision of Government Public Relations Strategies in Promoting Dialogue Communication on Social Media during Crises: (COVID-19 pandemic as a model). International Journal on Humanities and Social Sciences, (28), 63-96. https://doi.org/10.33193/IJoHSS.28.2021.350
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