Minister urges media to keep updating their content and deliver ethical news
dubai — Media stars and influencers must be nurtured in such a way, to create a generation of youth who can distinguish between rumours, deceptive content and authentic news, a UAE minister said.
Speaking during the Emirati Media Forum, Noura Al Kaabi, Minister of Culture and Knowledge Development, said media and national companies must think of developing political, music, sports and drama critics who can deliver ethical content to the UAE audiences.
“Such young influencers and stars represent the UAE media, and even if they have audiences on their own away from the agencies they’re working for, let them. At the end of the day, content is what we should worry about,” said Al Kaabi.
She added that in an era where even watching television is on the downslide, social media platforms have become the main source of people’s news. With different ads posted every second, Al Kaabi said some companies use these channels to publish content regardless of what it is, whether it promotes
Such young influencers and stars represent the UAE media, and even if they have audiences on their own away from the agencies they’re working for, let them. At the end of the day, content is what we should worry about.” Noura Al Kaabi, Minister of Culture and Knowledge Development
false political ideologies or messages of hate.
“This makes us question its tolerance, respect and ethics.” She said amid the conflicts witnessed not only in real venues but also online, the UAE has succeeded in investing in Emirati youth the ability to fight rumours and hold high ethics and standards for themselves.
With the current spread of online content and the obsession with social media, Al Kaabi said there are no boundaries to information. Media agencies must focus on content that represents the people and reflects UAE’s progress and development. “People are now obsessed about content, so media agencies must ask themselves, ‘what are they presenting to my audience?’ They must keep in mind that the UAE audience is made up of diverse nationalities who are looking for a meaningful message.”
Al Kaabi noted that national media must adjust to changes and add innovative content as a principle to their coverage, while interacting with the audience they are representing. Content creators should also interact with their subject before making programmes. She explained: “If you want to create content for children, then meet children first. Nowadays, 5-yearolds are capable of expressing the colours and themes they like.”
With ethics and morals being taught as a subject in UAE schools, Al Kaabi said the media must adopt it at the core of their work, since no country can progress without ethics. She concluded by urging the media to continue asking questions about their platforms, content and the number of influencers they have created.
sherouk@khaleejtimes.com