Revue Algérienne de la Communication
Volume 27, Numéro 1, Pages 87-102
2025-06-01
The Role Of Social Media In Promoting Heritage And Culture: A Case Study Of Government Institutions In The Eastern Region Of Sharjah
Authors : Alqaydi Khawla . Khalfan Wafa .
Abstract
Social media has become a pivotal tool for promoting the Emirate of Sharjah because of its accessibility and capabilities to reach beyond the conventional media setup in TV, radio, and newspapers. This study investigates the role of social media in enhancing the success of cultural events and its integration into broader promotional strategies within the eastern region of Sharjah, namely Khorfakkan, Kalba, and Dibba Al-Hisn. The study employed a qualitative research design. It conducted 24 interviews with representatives of the three key cultural and heritage institutions, the Department of Culture, Sharjah Heritage Institute, and Sharjah Municipality. The study also explores the challenges in implementing promotional policies and the growing reliance of these institutions on social media. This study found that cultural and heritage institutions in the Eastern region of Sharjah employ various strategies to promote education, awareness, and conservation, and they adopt either a unified or decentralized social media approach to ensure cultural values remain accessible and relevant.
Keywords
Cultural promotion; government communication; social media; Sharjah; Heritage
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