ABU DHABI (WAM)
The Global Media Congress hosted on its final day a panel discussion titled:Media as a Mechanism of Soft Power.
Dr. Jamal Mohammed Al Kaabi, Director-General of the National Media Office (NMO), explained that the office serves as the primary umbrella for developing the UAE's national media ecosystem. It is responsible for the nation's reputation abroad and acts as the official spokesperson to the world. The office plays a vital role in communicating the UAE's national narrative, training human capital, safeguarding the country’s reputation and leadership, and representing the UAE in international forums.
He highlighted that the definition of media has evolved. In ancient times, poetry served as the primary medium for recording and exchanging the history of nations. Over time, traditional media played a significant role in shaping the understanding of societies across the region. Today, however, media is no longer merely a transmitter of news but assumes diverse roles and responsibilities.
‘’We live in an era where individuals compete with established media institutions, underscoring the need for speed and accuracy in disseminating information, whether on an individual or institutional level. This shift necessitates harmony between individuals’ roles in delivering media content and the institutions’ efforts to promote the UAE's story and reputation, making everyone partners in sharing the UAE’s narrative with the world.''
According to him, the extensive participation of media pioneers in the Global Media Congress and its focus on media challenges highlight the importance of learning from past experiences. The Congress’s commitment to attracting content creators to share their stories underlines the need to spotlight exemplary models and nurture a generation capable of navigating media transformations, enhancing their preparedness to face future challenges.
He added that the UAE boasts advanced infrastructure, collaborates with international partners, and has leadership with a clear vision for steering the media sector. This places significant responsibility on media organisations to highlight exemplary models to ensure content aligns with the UAE’s traditions, values, and customs while amplifying their global reach. The UAE is committed to fostering international partnerships to address shared challenges, leveraging advanced technology, and focusing on empowering youth due to their crucial role in the media sector as future leaders.
From his perspective, Mohammed Saeed Al Shehhi, Secretary General of the UAE Media Council, stated that the council acts as the regulator, operator, and enabler of the UAE’s media sector, encompassing both government and private media. The council is responsible for licensing media outlets, individuals, and content within the UAE. Additionally, it oversees the Media Regulation Law, which governs the media industry, establishes content standards, and formulates policies to create an enabling media environment that attracts talent and investment to the UAE.
He noted that over 60% of the global population now uses social media, with more than 5 billion content creators worldwide. This underscores the immense influence of these platforms in shaping content and delivering media messages to their users. Content creators will play a pivotal role in the future, creating virtual worlds for the exchange of media messages.
He further explained that the council prioritises flexible and proactive regulations to attract the world’s top media talent. The UAE ranks fourth globally in talent attraction across all sectors and is the only regional nation among the top ten in this field. The media sector in the UAE has grown by 9.5%, surpassing global and regional averages. This achievement is a testament to the tireless efforts of authorities across the emirates in attracting media companies.
He added that the UAE’s enabling media environment reflects the confidence of investors, global companies, and media talent in the country’s laws and regulations. These laws, developed following benchmarking against nine leading nations with advanced media regulations, consider the requirements and aspirations of public and private media institutions, authors, filmmakers, university students, and others.