التواصل الصحي في الدول العربية أثناء و بعد جائحة كورونا بين الأزمة و الفرصة في ضوء نظريتي التأطير الإعلامي و التجديد المؤسسي

Abstract EN

The majority of research in the field of health communication with crises focuses on managing the threat to an organization's image or reputation during and in the aftermath of a crisis, although there is also the potential for positive discourse in the aftermath of a crisis, and there may be potential opportunities during the crisis itself.

Attention to reputation alone or image does not always play a fundamental role in finding solutions to the crisis, but rather shows the importance of rebuilding, learning and opportunities.

For this reason, the organizational renewal theory by Ulmer, Sellnow & Seeger (2009), which stresses that crises also carry opportunities, and involve the importance of rebuilding, learning and opportunities, I see as necessary in healthy communication, in addition to the theory of news framing in this difficult time that the Arab nations are going through a crisis and the Corona pandemic, and the continuation of a number of economic, social and psychological crises that will follow in the wake of the Corona pandemic.

The problem of this paper is determined by this question: Should health communication have a role, from the perspective of those in charge of it and academics, in analyzing the Corona pandemic, which began in Wuhan, China and swept the whole world, or should they stay away from that and go to their usual professional work? The problem of this paper is also summed up in how to achieve effective health communication in our Arab media, and the urgent need and practical requirements that push us to reconsider the reality and concept of health communication, especially that health communication should develop in a way that responds to the requirements of the current stage and its future needs and takes advantage of technologies and variables new and updated.

The objectives of this paper are determined in revealing the position of those in charge of health communication regarding the Corona pandemic that China witnessed at the beginning and all countries of the world, whether they should have a role in analyzing it with communicative readings, or moving away from it and devoting to their usual professional specialization, and knowing the opinion of thinkers and intellectuals Concerning the role of health communication in analyzing the Corona pandemic from a crisis management perspective, and comparing the positions of journalists, media professionals and academics regarding the opportunities offered by the Corona pandemic, as well as revealing the recipients’ position regarding the contribution of bloggers and activists in social networks to providing communicative and analytical readings of the framed news witnessed in the arena Arab media during and after the Corona pandemic.

Due to the breadth of the field of this research, and the diversity of its focus areas, the researcher followed in this study the descriptive approach, and the historical approach, with the use of the electronic questionnaire tool to reach a representative sample of health communicators during and after the Corona pandemic, by doing the description in a scientific way, and then Access to logical explanations that have evidence and proofs that give the researcher the ability to develop specific frameworks for the problem, and this is used in determining the results of the research.