Global Media Congress Highlights Evolving Role Of Media As A Mechanism Of Soft Power

The Global Media Congress concluded with a panel discussion titled "Media as a Mechanism of Soft Power." Dr. Jamal Mohammed Al Kaabi, Director-General of the National Media Office (NMO), explained that the office is crucial in shaping the UAE's media landscape. It manages the country's international reputation and acts as its official voice globally. The office also focuses on training human capital and representing the UAE in global forums.

Dr. Al Kaabi noted that media has evolved significantly over time. In ancient times, poetry was used to document and share national histories. Traditional media later became essential in shaping societal understanding across regions. Today, media is not just about news transmission but involves various roles and responsibilities. He stated, "We live in an era where individuals compete with established media institutions, underscoring the need for speed and accuracy in disseminating information, whether on an individual or institutional level."

The UAE boasts advanced infrastructure and collaborates with international partners under visionary leadership to guide the media sector. This places a significant responsibility on media organisations to highlight exemplary models that align with UAE’s traditions while expanding their global reach. The nation is committed to fostering international partnerships to tackle shared challenges using advanced technology and empowering youth as future leaders in the media sector.

Mohammed Saeed Al Shehhi, Secretary General of the UAE Media Council, described the council's role as regulator, operator, and enabler of both government and private media sectors in the UAE. It licenses media outlets, individuals, and content within the country. The council also oversees the Media Regulation Law, which sets content standards and policies to create a conducive environment for attracting talent and investment.

Al Shehhi highlighted that over 60% of people globally use social media, with more than 5 billion content creators worldwide. This demonstrates these platforms' significant influence in shaping content delivery to users. Content creators are expected to play a crucial role by creating virtual worlds for exchanging media messages.

The council prioritises flexible regulations to attract top global media talent. The UAE ranks fourth worldwide in talent attraction across all sectors and is the only regional nation among the top ten in this field. The country's media sector has grown by 9.5%, surpassing global averages due to efforts by authorities across emirates to attract media companies.

Commitment to Excellence

The extensive participation of media pioneers at the Global Media Congress underscores learning from past experiences. The Congress's focus on attracting content creators highlights the need for showcasing exemplary models while nurturing a generation ready for future challenges in navigating media transformations.

The UAE’s enabling environment reflects investors' confidence in its laws and regulations developed after benchmarking against nine leading nations with advanced media regulations. These laws consider public and private institutions' needs alongside authors, filmmakers, university students, among others.

The commitment shown by authorities ensures that content aligns with UAE’s values while enhancing its global presence through strategic partnerships aimed at addressing common challenges using cutting-edge technology solutions focused on empowering youth who are vital contributors within this dynamic industry landscape.

With inputs from WAM