Social Media - Case Study Example

Social Media: Analysis of a Leader The UAE The democracy model adopted in UAE has been ed to much debate. Recently, the public debate over the pace of democracy in UAE has sharpened, but the vocalization of opinions has indeed been diverse and often in contradictory discourses. The government is clearly aware and alert of all such opinions and is tentatively scrutinizing the global and regional push towards adoption of purely democratic model, which would imply a fully elected FNC (Federal National Council) which would be fully empowered as well. Abdullah writes in his article that the government knows that that introduction of political reforms in UAE is “pending and unavoidable”( Abdullah, n.p.). The current democratic model in UAE can be criticized on various aspects but no one can deny the notion that the manner in which UAE democracy has embraced social media, is remarkable. This notion can be substantiated by the fact that the Parliamentary Media Forum, which was organized by FNC, emphasized upon the imperative significance which is associated with the social media and also stressed that government officials and FNC members must positively exploit this avenue to connect with people and engage the masses. The forum accentuated social media as an essential tool to connect with the younger generation and also in communicating and creating awareness of the government policies. Social media is one the most sought-after phenomenon of the contemporary times and the reason lies in its vast reach and usage by masses across the globe. Al Khan (n.p.) quotes Dr. Andy Williamson in his article, who says that “… It (social media) has become ingrained in the life we now lead” His Highness Sheikh Mohammad bin Rashid Al Maktoum, current Vice President and Prime Minister of UAE and also, Ruler of Dubai, is known to be actively engaged with social media venues to interact with the population. There have been numerous instances when he has urged to create stronger ties with media, be it local or international, in order to facilitate transparency. Adoption of such a strategy on practical grounds has promoted openness. By pursuing social media outlets, he aims to create an exemplary model of relationship between the masses and the governmental bodies. Also, he uses these platforms to raise issues and elevate initiatives of public interest. His Highness is known for having a bold and inspiring style of communication, with the tendency to spell-bound the populace. His Highness set an unprecedented example by leading an interactive dialogue session, on February 11th 2013, in which he answered umpteen questions put up by the public and media members. John (n.p.) classifies Sheikh Mohammad Bin Rashid’s style of communication as “relaxed but impassionate” in his article. Conducting such an interactive session was an example and a proof in itself, of the candidness which His Highness practices in his communication. This is also verified by his online presence, where he is one the most sought-after personalities. Most importantly, this openness has led to escalation in public trust in the government of UAE. Recently, Edelman Trust Barometer published a survey in 2014 in which UAE was ranked at top of the list of “having the highest public faith in government with 88 percent”. UAE outshined 26 other countries, some of which were; Germany, USA, Singapore and UK (Salem, n.p.). RISK OF BEING VISIBLE Part a) 2 pages Social media forums have their own pros and cons. Online space can be used in communicating and in creating awareness or can contribute towards image building of an individual and on the other hand, it can also act as a propelling force or can provide platforms to instigate masses or to initiate negativity and criticism pertaining to any individual. Eminent personalities, particularly distinguished leaders and celebrities, often fall prey to such occurrences. Social media gives unmediated and direct access to its users. It facilitates immediate responsiveness and unlocks the word of criticism. More than often, such criticism is not even based upon actual facts or absolute comprehension of the situation. And the worst part is that mostly such a platform is often exploited by individuals to project their own insecurities, fears and negativities onto others. Those politicians, who locate themselves in the firestorm of cyber criticism, must know how to effectively manage. The primary action should be to be take note of such a situation and to acknowledge it. Whether one must respond to it or not, depends upon the gravity of the situation. If the claims or criticism is based upon false merits, or if the only objective of the critics is to troll across the cyber space, then the best strategy is to avoid them altogether or present a factual explanation on a prominent forum. Politicians must be vigilant on social media and must be aware of how they are being portrayed. If a situation arises, when the claims made against any politician are actually true, than acknowledging and expressing regret is much easier approach than completely denying the claims. Criticism might not be the only phenomenon initiated and facilitated by social media. There are instances when social media has played a central role in augmenting the transition from traditional to more contemporary and modern values. It is known to create amalgamation of values relating to differing time periods and cultures and also in proliferation of globalization. On one extreme, some argue that social media has chipped off the traditional value based structures, on the other extreme; others suggest that it has led to the evolution of a participative culture and a more globalized world. The effects on the society, with the advent of social media, are quite noticeable and cannot be ignored. It has become a fundamental reality in today’s era and this fact is acknowledged by every individual, however, the response to this reality differs from generation to generation. Despite the fact that many older people do use social forums, they are more likely to highlight the negative aspects of social channels and their adverse effects on youth. There also exists a class of older people who are completely unaware of social media and its usage, primarily because they are still dependent upon traditional avenues and reject the notion of modernity. On the other hand, younger generation has welcomed this media and has incorporated it in their daily lives. Younger generation has clinched upon this media because this cohort is fascinated by the utilitarian benefit, which involves the inter-connectedness and information provision of social networks, due to which they have become increasingly informed and have the capability to connect with people across the globe and over the clock. Part b) 1 page Mohammad Bin Rashid’s online presence has contributed towards his fame and is a source of recognition for him. His Highness’s page on Facebook has magnetized 600,000 likes and as far as his YouTube Channel is concerned, there are more than 500,000 subscribers (dsg.gov.ae, p.1). As on august 13th 2013, a news source confirmed that the number of Twitter followers His Highness’s page has surpassed 2 Million, within four years of its launch since 2009 (emirates247.com) Such an extravagant following can be translated into astounding visibility over the social media and also, immense prominence. This fame has resulted in an increased following and tremendous fame within UAE and also, in international world. The news source Emirates247 proposes in its article that 43% of the followers, on the twitter account, are composed of UAE population alone but the rest of the followers belong to different nationalities, ranging from countries like India, Japan, Latin America, Africa, Saudi Arabia, Egypt, Kuwait and Bahrain in particular, and represent “a large variety of corporate and individual followers” (emirates247.com). His Highness Sheikh Mohammad Bin Rashid is one of the pioneer Arab Leaders, who has displayed a keen interest in communicating with the different segments of the population on various issues, via the most modern and dominant means of networking and communication. Such an open approach has won him accolade all over the world and has contributed towards development of meaningful relationship with his people. Over the years, he has urged the government to adopt social media in its functioning as well, in order to provide premium services to its citizens. THE POWER OF IDENTITY There are societies with uniform and singular identities and are built upon common heritage and also share same societal values and norms. There also exist multi-ethnic regions or multi-cultural societies, which often refer to such communities which are home to multiple cultures and people belonging to different ethnic backgrounds and regional affiliations dwell. If the term ‘multicultural’ is considered normatively, then it refers to such societies which are built upon the ideology of cultural diversity and institutionalization. Such societies are known to propel maintenance of cultural diversity and respect differences that exist between different cultures. Also, equality of various cultures is another dimension of such societies. If multiculturalism is defined descriptively, then it refers to the demographic set up of any particular place. Multi-culture regions are often referred to as ‘cultural mosaic’. When so many cultures subsist within a single society, they are bound to interact with each other. The very essence of multiculturalism is dependent upon communication between diverse cultures, an approach which is referred to as ‘Interculturalism’. It is through intercultural communication only that opportunities highlight differences among cultures exist. Globalization has further assisted this concept and also supports inter-dependence and integration of cultures. UAE is the best example of a multi-cultural region, where intercultural communication is burgeoning with every passing day. According to a survey conducted in 2010, the population of UAE had grown 65 percent. The surprising factor was that the proportion of local Emirati citizens had plunged dramatically. According to the official statistics, only 11.5% of the population was Emirati nationals, however, population of foreign expatriates had grown by 75 percent to 7.3 million people (The Emirates Economist). The survey statistics substantiate the fact that UAE is the hub to diverse cultures. People belonging to different regions, religions and ethnicities are currently living in UAE. In order to address such a varied composition of population, communication strategy has be crafted very skillfully by the government, in order to address various categories and segments of the population. It should be noted, that in intercultural communication is only effective as long as it recognizes the differences and also takes into account comprehension of various implications that this diversity poses. Some individuals are of the opinion that engendering recognition and respects towards cultural diversity aids in combating the differences created by globalization, while some individuals hold this belief as a strong conviction that stressing more upon differences only leads to fueling conflicts in the society because people tend to form stereotypical judgments and perceptions regarding people belonging to different ethnicities. Social media has played a critical role in bolstering intercultural communication, particularly in UAE. Primarily, it has led to facilitation of social interactions and in enhancing personal relationship building. Social media has incorporated certain values in individuals, like being more intolerant and co-operative towards different ethnicities. Interaction like these lead to acquisition of new skills and also contribute towards amplified understanding of the society. UAE is known to have an open, healthy and positive communication strategy which has led to erosion of mistrust and misunderstanding, which might have otherwise occupied perceptions of the citizens. Locals as well as immigrants are treated well in UAE and this intercultural communication strategy leads to satisfaction of both types of residents. Apart from that, intercultural communication has also enhanced the quality of the civilization and has enriched individuals; mentally and materialistically. Positive factors like these lead to individuals becoming effective citizens of UAE. Not only do they like living there, but also intend to display positive discretionary behavior. His Highness Sheikh Mohammad Bin Rashid has also demonstrated a very supportive behavior as far as crafting an intercultural communication strategy is concerned. This can be verified by closely observing his Twitter account, where a variety of topics, pertaining to various cultures and issues, are discussed and presented. The varied nature of the topics makes them attractive to different communities and cultures. Not only that, but the interaction and discussion on an assortment of various subject matters engage people from different sectors and walks of life. This demonstrates the personal philosophy of His Highness, which is open, friendly and welcoming towards different cultures of the world. This also verifies why His Highness has such an amazing diversified following on Twitter and other social media venues. Not only does he exhibit such a communication strategy on cyber space only, but also implements it in his practical life. His dream of creating ‘smart government communications’ by using social media and smart-phones is not only restricted to Emirati nationals, rather he aims to provide such premium public services to all the individuals living in UAE. BIBLIOGRAPHY Abdullah, Abdulkhaleq . "UAE discourse on democracy".Gulfnews.com, 22nd June 2011. Al Khan, Mohammed N . "Use social media to engage with the public, FNC urged". The National, 16th December 2013. dsg.gov.ae. "Mohammed Bin Rashid and one million followers" www.dsg.gov.ae. Dubai eGovernment Department, August 2012. Web, 24th January, 2014. emirates247.com, "2,000,000: The number of Mohammeds Twitter followers" Emirates247, 13th August 2013. John, Issac , "There is no finish line to our development: Mohammed”.  Khaleej Times, 11th February 2013. Salem, Ola . "UAE tops list for public trust in government”. The National, 23rd January 2014. THE EMIRATES ECONOMIST. emirateseconomist.blogspot.com. April 2011. Web, 24th January, 2014. Read More