Media Activities of Family Funds and Their Role in Promoting Family and Social Values (A study on the communicator)

A., Almukinzy

doi:10.21608/jsb.2023.232474.1637

Media Activities of Family Funds and Their Role in Promoting Family and Social Values (A study on the communicator)

Document Type : Original Article

Author

almukinzy a.

Mass communication Dept. college of Humanities and Social Sciences. King Saud University

10.21608/jsb.2023.232474.1637

Abstract

The study aimed to identify the nature of the media activities practiced by family funds in the Kingdom of Saudi Arabia, and the role of these activities in promoting family and social values from the point of view of the communicator. The study relied on the survey method, and in its framework, the field survey method was used on a deliberate sample consisting of 62 individuals from communicators in family funds. The data was collected using the questionnaire tool, and the study reached a set of results, most notably:
More than two-thirds of communicators in the sample use the media to disseminate information and news of family funds on a permanent or intermittent basis. Introductory and cultural meetings through social media came at the forefront of the most widely used media in family funds. The social news of the family (births and deaths) also came in the list of media activities published by family funds through various media, followed by publishing news and activities of the fund, then media materials specialized in family and social principles and values.

The media activities of family funds contribute to the promotion of family values to a high degree, while those activities contribute to the promotion of social values to a moderate degree, From the point of view of the communicator in the family funds. The most prominent obstacles that interfered practicing media activities in family funds were the lack of financial support for media activities, and the lack of media specialists.
The results revealed a moderate direct correlation between the rate of communicators' use of media, and their awareness of the role of media activities in family funds to promote family and social values, and there were statistically significant differences in the communicator's awareness of the role of media activities of family funds in promoting family values due to differences in educational qualification in favor of university students. On the other hand, the study results showed that there were no statistically significant differences in the communicator's perception of the role of the media activities of family funds in promoting social values due to the different demographic variables of the respondents.

Keywords

Main Subjects

Public relations

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