توظيف الإعلان التلفزيوني في تعزيز السلم الاجتماعي بالمجتمع السعودي: (إعلانات شركة زين للاتصالات أنموذجا)‎

Abstract EN

Because of the importance of spreading peace and social cohesion, especially with the spread of deviant ideas and destructive sects in society, this study aims to know the role of "Zain Communications Company" television advertisements during the month of Ramadan in spreading peace and cohesion within Saudi society.

To achieve the objectives of the research, this study relied on the survey method (quantitative and qualitative) for a sample of (300) individuals and analyzed four models of the television company's advertisements that were published during the month of Ramadan.

The data was collected and analyzed, and one of the most important results of the study: Zain's interest in publishing awareness ads that call for peace and spread cohesion in society by raising social issues in a distinctive dramatic musical style that affects the beliefs and behavior of the Saudi public, and Zain's ads fought racism and extremism between Islam and Christianity.

Also, the results revealed that Zain's Ramadan advertisements urged the promotion of social values such as cooperation, solidarity, and spreading hope and optimism among Saudi society during crises.