The Effectiveness of Journalistic Websites in Enhancing Awareness of Social and Humanitarian Initiatives: The Hotline Initiative on Emarat Al Youm Website as a Model

Author

College of Communication, Al Qasimia University, Sharjah, UAE

Abstract

The study aimed to explore the effectiveness of electronic newspapers websites in enhancing awareness of social and humanitarian initiatives of the journalistic institutions. The theoretical framework of the study relied on the theories of social responsibility and media richness. This study is a descriptive study that employed the survey method in both its descriptive and analytical aspects. The researcher used quantitative and qualitative content analysis tools to address topics related to the 'Hotline' initiative published on the Emirati Nnews paper website Emarat Al Youm. A systematically random sample of 40 units was used within the study specified period. The study revealed several key findings, most notably that Emarat Al Youm, published in the United Arab Emirates, stands out by dedicating an electronic page called 'Hotline,' which focuses on various humanitarian initiative topics, including health, education, social issues, etc. Topics related to donations ranked first, accounting for 22.5%. The findings also showed that the goal of 'helping others and finding solutions for them' ranked first, with a rate of 20%. Additionally, health initiatives topped the list of fields emphasized by the initiative, with a rate of 22.5%. Short and long news articles ranked highest in journalistic styles, representing 30%, while humanitarian interests as a news value took first place at 25%. The results indicated that the most prominent initiatives launched by the Nnewspaper under the study include: 'Cities of Goodness' initiative, 'Your Donation is Life' initiative, 'We Are Capable' initiative, and 'Latifa Initiative.' The study suggested that media institutions should work to strengthen the concept of social responsibility of the media by adopting social and humanitarian initiatives and identifying the appropriate templates to be deployed and handled.

Keywords

References

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