Arab leaders stress on the need for content creation
SHARJAH — More original media content should be created to change the West’s prescription of Arab societies, senior regional diplomats have suggested.
At a session during the concluding day of the ninth edition of the International Government Communication Forum (IGCF) in Sharjah, a discussion was held to explore cross-cultural communication in improving the media image of Arab societies. Moderated by mediaperson Sherif Amer, the discussion featured Osama Haikal, Minister of State for Information, Egypt; and Amjad Al Adaileh, Minister of State for Media Affairs and Government Spokesperson, Jordan.
Both agreed that a pan-regional challenge is that it receives more media content than it produces locally. “We need to have more effective homegrown content, which is disseminated from regional channels to global platforms and reaches global audiences,” said Amjad Al Adaileh.
When asked if the regional media is ready to change the Arab image, Osama Haikal said he had reservations. “The majority of audience is emotional and are easily impacted.
It is, therefore, imperative that we start creating compelling original content, and more importantly develop our own tools and mechanisms,” he said, noting that currently the Arab media largely imports these from the West.
“If we want to affect these changes, we’ll need to work from the ground up; begin with a relook at our whole scenario once again. Our media policies and strategies need to change according to the target audience we aim to serve,” the Jordanian minister suggested.
We need to have more effective homegrown content, which is disseminated from regional channels to global platforms and reaches global audiences.” Amjad Al Adaileh, Minister of State for Media Affairs and Government Spokesperson, Jordan