The role of Electronic Accounts on Social Networking Sites in strengthening Sub-Cultures: Nubia as a model

Author

PR and Advertising Lecturer, Mass Communication Department, Helwan University, Cairo, Egypt

Abstract

-      The sub-cultures of peoples are threatened with extinction in light of the current global changes, and there is no doubt that electronic pages have an important and influential role in supporting and preserving sub-cultures through the crystallization of media materials in a functional manner that supports sub-cultures in light of the widespread witnessing of it.
-      The study aimed to reveal the role that web pages can play in preserving cultural heritage and strengthening sub-cultures through a qualitative content analysis of these web pages.
-      The most important results of the study were the following:
-      Realizing the meaning and importance of cultural heritage is a prerequisite for the future survival of cultural heritage.
-      The integration of texts with traditional images and the use of color values ​​and symbols led to attracting attention to the follow-up of the texts.
-      the pages under study presenting the frameworks of the Nubian heritage and culture and avoiding the political frameworks.
-      Reviving historical events in an organized manner that ensures the support and promotion of sub-cultures and helps develop feelings towards that culture, as what happens on the International Nubia Day, which is held every year to revive and deepen the Nubian heritage.
-      Both pages paid little attention to popular stories and poetry, despite their effective ability to attract attention because they are based mainly on different aspects (emotional, educational, social, imaginative, objective).
-      The state's support for websites that are serious about preserving the cultural heritage of sub-cultures, and the involvement of all state institutions - concerned with sub-cultures - to prepare media development plans commensurate with the socio-cultural mobility. In order to be more feasible and effective in reviving the cultural heritage as a whole.
-      The web pages should do more to promote the Nubian culture by developing strategies to promote the sub-cultures.
-      Sub-cultures require further studies to reveal the obstacles involved in cultural circulation.

Keywords