“Embracing Traditional and Modern Media in the UAE: Reaching Every Citizen”

The UAE has excelled in the use of technology, and with the technical openness and progress it has achieved in global competitiveness reports and specialized studies, it has topped the list of countries that use the Internet the most, and the spread of social media channels among members of society is 99%.
The ease of use of social media channels and the spread of artificial intelligence programs has helped in preparing and producing media and marketing contents in an attractive way that facilitates the process of delivering messages, services or products to the target groups, which the media sectors were keen to include in their marketing plans and communication activities.
However, it is necessary to take into account the special groups that find it difficult to use technology and modern means of communication, and I mean specifically the category of senior citizens, people of determination, children, workers, and peoples from the world in which technical openness is not widespread. Where media plans must include a balance between traditional and modern media when planning marketing or promoting any product, initiative or service, and choosing the most used traditional means, after analyzing the target audience’s data, determining their preferred language, the times that suit them, and the method of communication that suits them. with their needs and commensurate with their circumstances to ensure the dissemination of knowledge and the achievement of the required awareness.
The Emirates is keen to make its people happy and every resident on its land, and to serve members of society and provide them with support by launching a package of facilities, privileges, services and social programs that achieve the quality of their lives and well-being and take into account their individual differences, which it is important to ensure that it is known and communicates its goals to groups that do not It still prefers the traditional media, in light of the technological openness that distinguishes us and that the world is witnessing.
Here comes the role of traditional media institutions such as newspapers, publications, and audiovisual media in developing a traditional media system with an innovative imprint, through which artificial intelligence techniques are employed and the advantages offered by 3D printers and influencers who can also allocate media materials to be published and marketed in Traditional media, benefiting from centers and public places, and benefiting from distinguished youth who have an imprint in telling the story with elements that contain innovation and media creativity.
It also has an educational role in educating this group about technical progress, technological achievements, the digital infrastructure that is unique to the UAE, and what is happening in the virtual world.
The traditional media is no less important than the modern media. As it plays a complementary role in awareness, marketing and spreading knowledge to all.
The most important question remains when we evaluate our media plans and review them with the work teams in preparation for the next stage.. which is: Did we take into account these special groups when addressing the public through social media channels?