تأثير استراتيجيات وسائل الإعلام المعاصرة على الهوية

Abstract EN

Our search revolves around the issue of the impact of modern media strategies on cultural identity.

To address this topic, we focused on analyzing the identity variable, by clarifying its concept and stages of development, and we clarified everything related to individual and collective identity.

With regard to the variable of modern media strategies, we relied, in analyzing it, on defining the concept of media and its stages of development; then showed the most important media strategies; and how they affect individual and collective identity.

At the conclusion of our study, we concluded that media strategies directly affect the crystallization of the concept of individual and collective identity.

However, this effect related to the extent of awareness of individuals and groups consuming media material, the more positive recipient is the more open he is to the culture of the other and preserves everything that distinguishes his cultural identity.