Debating the role of the media in shaping the narrative and enhancing soft power at the end of the “World Congress”

Under the patronage of His Highness Sheikh Mansour bin Zayed Al Nahyan, Vice President of the UAE, Deputy Prime Minister and Head of the Office of the President, the activities of the third edition of the World Media Congress 2024 ended yesterday, which was to be held under the slogan. “Vision, Empowerment, Interaction” and organized by the group “ADNEC” in partnership with Emirates News Agency “WAM”, as the event was able to strengthen its position as a leading high- a global platform for creativity, collaboration, effective partnerships and the development of the future. the media.

The World Media Congress, in its third edition, represented an important turning point in anticipating the future of media, as it brought together under its roof the most prominent media leaders, professionals, and technology pioneers from worldwide a rich platform for discussions, constructive sessions, and exchange of knowledge, which contributed to exploring solutions to the challenges of the rapid digital transformation.

His Excellency Abdullah bin Mohammed bin Butti Al Hamed, Chairman of the National Press Office and Chairman of the Board of Directors of the Emirates Media Council, emphasized that the World Media Congress reflects the vision of our wise leadership in strengthening the position of the UAE, an environment that creates events, anticipating the future and the country that will most keep up with the development of the media sector, noting that His Excellency With the efforts major steps taken by the UAE to lay the foundations for an exceptional, flexible media work environment based on an advanced digital infrastructure that supports the cultural industries sector.

As the World Media Congress came to a close, His Excellency said: The success of the Congress in its third session would not have been achieved without the great support and generous support of His Highness Sheikh Mansour bin Zayed Al Nahyan, Vice President of State, Deputy Prime Minister, Head of the Office of the President, and the main sponsor of this global event With the visionary vision of His Majesty The event has become a global platform that brings together under its umbrella an elite group of media makers, innovators. and experts from around the world.

Meetings

On the third day, the World Media Congress held a discussion session called “Media: A tool for shaping the narrative and strengthening soft power,” with the participation of Mohammed Saeed Al Shehhi, Secretary General Emirates Press Council, and Dr Jamal Al Kaabi, Director General of the National Press Office.

The session discussed the role of the media in enhancing the positive image of societies, and how to use the media as an effective tool to convey the true image and support understanding and cooperation between people.

Mohammed Saeed Al Shehhi, Secretary-General of the Emirates Media Council, emphasized that the media sector in the UAE is a strategic pillar to support the country’s soft power and strengthen its global position, as it is a key tool for values national promotion, construction. connections between people, and supporting development pathways.

He pointed out that the media sector in the country had grown by 9.5% in the last five years, a percentage that is higher than global and regional levels, which shows the flexibility of the sector and its ability to adapt to technical developments fast, confirming that. the digital media and global platforms are strategic tools to convey the national identity of the UAE and enhance its position globally.

He explained that Emirati production reached a wide audience around the world through digital platforms, such as the film “The Ambush,” which is the largest Emirati cinematic production that expresses national values, as it was a huge hit and was available worldwide on digital platforms.

He continued, saying: “The UAE is a regional headquarters for the biggest international platforms, and a dynamic environment that supports the growth and prosperity of emerging media companies. This accolade strengthens our position as a global platform for media creativity and innovation, and enables companies to develop innovative content with Emirati print that reaches the world.”

He said: “The media sector benefits from renowned legislative flexibility and exceptional government support that keeps up with rapid technological developments, which has made it an attractive environment for investments from leading regional and international companies.”

The Secretary-General of the Emirates Media Council said: “The media in the UAE reflects our values ​​and embodies our aspirations for the future as a tool for strengthening national identity, the soft power of the state, and support to provide development paths.” For his part, Dr. Jamal Al Kaabi, Director General of the National Press Office, said: “The UAE has made significant progress in developing the media system thanks to the wise vision of the wise leadership and the efforts of the National Press Office and the Emirates Media Council, which has contributed to strengthening the country’s position as a global platform for media creativity.”

He said: “The media landscape is witnessing rapid developments driven by technological progress and the diversity of platforms and media, which have become increasingly important in shaping the nature of media in the future. ,” noting that today’s media sector needs young people. national abilities capable of creating impactful and interactive creativity and content that reflect the values ​​of society and the state .

Participants in the session reviewed the main global experiences in using the media industry to increase soft power, noting the South Korean model, which has become a cornerstone -miles in this area. Al-Kaabi explained that the “Korean Wave,” which includes Korean music, drama, and movies, has been successful in having a great cultural and economic impact around the world, with that Korean content has become a cultural phenomenon that reflects Korean identity and spreads it across the world. continents.

The participants pointed out that the “anime” and “manga” industry contributed to the transformation of Japan into a global cultural center, as the international sales of these industries exceeded local sales for the first time. in 2020, which shows the spread of Japanese influence around the world, and pointed out that these experiences show how creative media content can go beyond the screen to become part of the very -recognition nationally and as a tool to increase international presence.