استخدام المنصات الرقمية الحكومية في تعزيز القيم المجتمعية أثناء أزمة كوفيد 19 : دراسة تحليلية لمنصات مجلس الشارقة للتعليم

Abstract EN

The current study seeks to explore and analyze the societal values that government organizations present to their publics through their digital platforms during the pandemic.

This is applied to communication content provided by Sharjah Education Council on its website and official accounts on Twitter, Insta-gram, and YouTube during Covid-19 pandemic.

It aims to identify the most important values, their types, and the value orientations the Council sought to promote among its publics during the pandemic.

In addition to the communication strategies that it relied on to strengthen such values, through qualitative content analysis of the Council’s platforms.

The study examined the Integrated Networked Communication Model and the Circular Model of Values.

The national, religious, and family values, respectively, came at the forefront of values that the council had promoted during the pandemic.

The value of social focus, compared to personal focus, emerged in the orientation adopted by the Council in dealing with the crisis.

Thus, the most prominent communication strategies used were organizing initiatives and competitions that support societal values, as well as communication coordination with other organizations in society.

This is in the light of the UAE government communication strategy.

The study recommends announcing and disseminating the value system adopted by government organizations during crisis, creating more interaction with users of platforms belonging to these organizations, considering two-way digital communication and identifying the targeted public groups for the digital communication messages.