Mahmoud Shafei
A recent research study entitled “Leveraging principles of dialogic communication via websites of Arab cultural institutions to enhance dialogue with audience” showed that adopting the principles of dialogic communication by cultural institutions can play a decisive role in enhancing dialogue and interaction with the public. The study was conducted by DR. Mahmoud Shafei, in which the digital platforms of Arab cultural institutions were analyzed. In Egypt, the Emirates and Saudi Arabia.
The research focused on how cultural institutions use their websites to apply the principles of dialogic communication. The study explained that applying the principles of dialogic communication includes integrating the audience into decision-making processes and exchanging opinions on an ongoing basis, which contributes to building sustainable relationships with the target audience. The study also indicated that these strategies help To open channels of communication between cultural institutions and local communities, and to enhance the interaction.
The research also presented several recommendations for cultural institutions, the most prominent of which are: the need to develop their websites to be more interactive, and provide renewed and diverse content that meets the needs and interests of the audience, in addition to training work teams to use digital communication tools efficiently.
written by Dr. Mahmoud Shafei.
