توظيف الاتصال الحكومي ‏لأساليب الابتكار وانعكاسها على محتوى الرسالة الإعلامية- ‏دراسة ميدانية لعينة من القائمين بالاتصال في ‏المؤسسات الحكومية الإماراتية

نوع المستند : المقالة الأصلية

المؤلف

کلية الاداب قسم الاعلام جامعةاسوان

المستخلص

سعت الدراسة للكشف عن كيفية تطبيق المؤسسات الحكومية لمفاهيم الابتكار والإبداع ومبادئه، والتعرف على دوافع القائم بالاتصال في صناعة رسالته الإعلامية، وطُبقت الدراسة على عينة قوامها ٢٠٠ مفردة من القائمين بالاتصال في المؤسسات الحكومية.
وتنطلق الدراسة من أن تطبيق مفاهيم ومبادئ الإبداع والابتكار في المؤسسات الحكومية يساعد على تطوير وتحسين مستوى الاتصال الحكومي عبر محتوى الرسائل الإعلامية، حيث لم يعد تقديم الرسائل حكرًا على وسائل الإعلام؛ بل بفضل تطورات الإعلام الرقمي وميزاته التفاعلية، أصبح الأفراد والمؤسسات شركاء مع وسائل الإعلام في تقديم الرسائل الإعلامية المعبرة عن أنشطتهم وإنجازاتهم، ورؤيتهم للجمهور، لأجل خلق صورة ذهنية وسمعة طيبة عن المؤسسات.
وقد توصلت الدراسة إلى ارتفاع أثر الفكر الابتكاري والإبداعي للمؤسسات الحكومية عند صناعة الرسالة الإعلامية على جودتها، وجاء في المقدمة الاستعانة بأدوات الذكاء الاصطناعي في تحديد الكلمات الأقرب للجمهور وتوظيفها في النصوص المكتوبة، وأكدت نتائج فروض الدراسة وجود أثر للفكر الابتكاري والإبداعي للمؤسسات الحكومية عند صناعة الرسالة الإعلامية لتحقيق الجودة والرضا لدى القائمين بالاتصال في المؤسسات.

الكلمات الرئيسية

الموضوعات الرئيسية


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