Abdullah Al Hamed discusses the role of influencers in creating community awareness on digital platforms during the Al-Ameen Forum
Dubai, October 21 / WAM / His Excellency Abdullah bin Mohammed bin Butti Al Hamed, Chairman of the National Media Office and Chairman of the Board of Directors of the Emirates Media Council, stressed the importance of the role of content creators in formulating a collective awareness that reflects the country’s values and authentic identity and contributes to consolidating the nation’s reputation and enhancing its positive image in the world.
During a session within the Al-Amin Forum entitled “Media in the Age of Social Influencers,” His Excellency pointed out the importance of employing the energies of social influencers to build a national narrative that reflects the status of the Emirates, and shows the world its humanitarian and development model that combines authenticity and modernity, a vision that makes “Culture in the Age of Influencers” a tool for creating awareness, not just a means for quick consumption of content.”
His Excellency began the session by thanking His Highness Sheikh Ahmed bin Mohammed bin Rashid Al Maktoum, Second Deputy Ruler of Dubai, for his sponsorship of the Al-Ameen Forum, noting that this forum has become a leading platform for consolidating the concepts of awareness and social responsibility, and strengthening the partnership between individuals and institutions in protecting the national fabric and preserving its gains.
He pointed out that the forum embodies the vision of the wise leadership in building a conscious society that realizes that security in its modern sense is not limited to the physical dimension, but rather includes intellectual, cultural and social security in light of the rapid digital transformations taking place in the region and the world.
His Excellency stressed that the most prominent feature of our era is the transfer of culture and knowledge from the circle of elites and institutions to an open public space, which has made social influencers new opinion leaders in the current scene, as they have a broad ability to shape the awareness of generations and formulate trends of thought and behavior.
His Excellency said: “This transformation, despite the great opportunities it brings for communication and dissemination of knowledge, places before us greater responsibilities in protecting society’s values and preserving its cultural identity. Influence today has become a double-edged sword that illuminates the path of awareness when used responsibly, and may lead us astray if ethics and credibility are absent.”
He added: “Influencers today are not just content creators, but rather active partners in development and maintaining community security, as they possess influential energy that can be employed in serving national values and promoting health, environmental and social awareness. Our responsibility is to empower and qualify them to be ambassadors for the UAE’s humanitarian mission, contributing to consolidating belonging and loyalty, and transforming digital platforms into spaces for building awareness and creating hope.” And building collective awareness that serves the interests of society and the nation.”
His Excellency pointed out that some types of fast and entertaining content may pose a cultural challenge to societies, especially when they dominate large areas of content creation without purposeful or scientific content, as they can affect skills such as reading and critical thinking, weaken taste, and turn deep issues into mere entertainment. Hence, the importance of building digital awareness that balances content speed and quality, enhances societal values, preserves community identity and protects its cultural and social cohesion.
His Excellency stressed that building sustainable awareness requires integrated engineering of the relationship between culture, media and society, pointing to the importance of continuity and repetition of messages, and creating an effective integration between traditional media and social influencers to enhance confidence and expand the scope of influence.
His Excellency the Head of the National Media Office concluded the session by emphasizing that the media cannot be a prisoner of algorithms, but rather values must be the compass that guides the content, indicating that the true influencer is the one who leaves a positive impact that exceeds the number of followers, and becomes a partner in development and not just a creator of entertainment content, noting that protecting society begins with its awareness, and media and culture are the first line of defense, and from this standpoint. The impact of content creation should be a positive energy that promotes social cohesion and builds trust.
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