The next speaker in this IAMCR 2023 session is Khayrat Ayyad, whose interest is in how media institutions in the UAE engage with their audiences via social media. The UAE is a global leader in the adoption of digital technologies, and there are a number of state-sponsored or -subsidised media outlets across the UAE’s emirates, alongside for-profit media organisations.
So how do such media engage with their audiences using social media? What tools do they use to enhance interactivity, and how do audiences respond to this? The present project conducted a content analysis of the social media accounts of three …