So­cial me­dia means dom­i­nate me­dia arena ahead of elec­tions

Kuwait Times - - LOCAL -

KUWAIT: So­cial me­dia means have dom­i­nated the me­dia arena ahead of the up­com­ing par­lia­men­tary elec­tions slated for Novem­ber 26 af­ter im­pos­ing it­self as one of the most prom­i­nent me­dia out­lets used by can­di­dates to at­tract Kuwaiti vot­ers. Smart­phones left a clear im­print on the lives of peo­ple and their so­cial re­la­tions in light of mod­ern tech­nol­ogy and com­mu­ni­ca­tions rev­o­lu­tion, thus, dom­i­nat­ing their minds and times, prompt­ing can­di­dates to take ad­van­tage of th­ese most in­flu­en­tial tools to man­age their cam­paigns, par­tic­u­larly those per­ti­nent to me­dia.

The di­ver­sity of ser­vices and priv­i­leges en­joyed by means of so­cial me­dia such as Twit­ter, In­sta­gram, YouTube and Face­book has at­tracted can­di­dates’ at­ten­tion to re­sort to those means at the ex­pense of tra­di­tional me­dia of tele­vi­sion, ra­dio and news­pa­pers.

The easy spread and ef­fi­ciency of those so­cial me­dia were be­hind their suc­cess, how­ever, the fi­nan­cial cost of the use of those means in the an­nounce­ment of the elec­toral cam­paigns of the can­di­dates are rel­a­tively equal with tra­di­tional me­dia.

The cost of a 140-char­ac­ter tweet in Twit­ter or an ad­ver­tise­ment or a video in In­sta­gram or Twit­ter is equal to any post in lo­cal news­pa­pers or tele­vi­sion chan­nels, which range be­tween 300 and 1,000 Kuwaiti di­nars. Com­pa­nies work­ing in this field be­come very busy dur­ing the elec­tions race, of­fer­ing spe­cial me­dia pack­ages for can­di­dates in the so­cial me­dia means rang­ing be­tween KD 10,000 to 60,000.

Key player

Mean­while, owner of Ome­dia com­pany Ab­dul­wa­hab Al-Issa said in a state­ment that means of so­cial me­dia are the key player in the arena dur­ing elec­tions and have now be­came more su­pe­rior than tra­di­tional me­dia means.

He at­trib­uted such ex­cel­lence due to the speed of those means in achiev­ing the sought ob­jec­tives through their speed, wide spread and their in­flu­ence as well as their cost, say­ing that the cost of those so­cial me­dia means are al­most equal with the tra­di­tional me­dia out­lets.

He added that the so­cial me­dia means have dom­i­nated the ad­ver­tis­ing mar­ket in Kuwait, es­pe­cially through me­dia cam­paigns of can­di­dates run­ning for the Na­tional Assem­bly elec­tions 2016 so that they can dis­play their elec­toral pro­grams and vi­sions to the vot­ers.

He said that so­cial me­dia has shown “its strength and ef­fec­tive­ness,” where the tra­di­tional me­dia can­not com­pete with it, thanks to its abil­ity in en­rich­ing the me­dia mes­sage thanks to its unique and dis­tinc­tive ser­vices and value.

Dom­i­na­tion

In the mean­time, Deputy Di­rec­tor of Busi­ness De­vel­op­ment at ‘Ghalia’ com­pany Su­laiman Al-Gha­reeb said that com­pa­nies op­er­at­ing in the field of so­cial me­dia were keen to sign agree­ments with in­ter­na­tional and spe­cial­ized com­pa­nies, in ad­di­tion to the es­tab­lish­ment of part­ner­ships with a num­ber of news ser­vices, news­pa­pers and spe­cial­ized web­sites to dom­i­nate the me­dia arena and ad­ver­tis­ing mar­kets in the State of Kuwait. He said that the at­ten­tion given for the de­vel­op­ment of work in the so­cial me­dia means came to com­pete in the pro­vi­sion of the best me­dia and ad­ver­tis­ing ser­vices in the so­cial me­dia means to serve the elec­toral cam­paigns of can­di­dates for the up­com­ing elec­tions.

He added that the bids sub­mit­ted by those com­pa­nies for the can­di­dates dif­fer in their value, means and di­ver­sity which range be­tween KD 13,000 and 60,000. He pointed out that so­cial me­dia means are now more in­flu­en­tial dur­ing the cam­paigns thanks to their flex­i­bil­ity and easy ac­cess to the vot­ers.

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