دلالات استخدام أساليب بناء الإقناع في تصميم المواقع الإذاعية و التلفزيونية الخليجية : دراسة تحليلية مقارنة

Abstract EN

The study aimed at analyzing the techniques and methods of persuasive architecture employed in the web design of the Gulf Radio and TV channels to create desirable impressions on their users and visitors.

The websites of Gulf Radio and TV channels compete with one another presenting all their potentialities in web design to broadcast breaking news and provide interactive services in order to grab users' attention and spark their interest.

In addition, they use some other techniques to support their web content and increase its significance.

The study used descriptive methodology to describe the persuasion techniques used in the websites within the study sample.

On the other hand, a comparative methodology was used to compare the techniques used at the TV websites to those used at websites of radio channels, as well as to find out the extent of matching in the design of the websites under the study and how the techniques of persuasion were applied.

The study also made use of a layout and persuasive principles form which was specifically designed for measuring persuasive techniques in the websites within the study sample.

The study proved the standards used to measure the level of persuasion in radio and television websites to be effective, as the unified design of the websites facilitates persuasion architecture.

The comparative analysis disclosed a lack of using social support technique to construct persuasion by most of the Gulf radio and TV websites.

Saudi and Omani radio and TV websites were found eminent in comparison with the rest of the websites in the other Gulf states, as they applied (76.8%) of the total 56 principles of persuasive architecture.

The comparative analysis found out that there was a balance in using the principles of persuasion that supports the credibility of radio and television websites; the sample websites applied most of the principles of building credibility.

Finally, the level of persuasion in the State of Qatar Radio website was found declining due to the lack of using social support technique in comparison to the website of the State of Qatar TV.