دور الاعلام الرقمي الحكومي لدولة الإمارات في توظيف القوة الناعمه وإسهامه في تعزيز علاقاتها الدولية

The study aimed to know the reasons for the shortcomings and discrepancies in the role
of government digital media towards employing initiatives, events, and developments
as one of the types of Emirati soft power, by monitoring the extent to which government
digital media adhere to professional standards and content and its uses of advanced
applications in media coverage of the country externally while clarifying the role that
it played towards Employing soft power and its repercussions in strengthening Emirati
international relations, and demonstrating the extent of cooperation and partnerships
between government digital media and the Emirates News Agency. The study sheds
light on the role of the UAE Ministry of Foreign Affairs in forming partnerships with
internal and external digital media in order to enhance Emirati soft power. It also sought
to clarify the role that the incubator system for all government digital media should
have, how to avoid shortcomings in government digital media in the future, and how to
create a digital media that reaches the outside world and affects its people before their
governments. The problem of the study was summed up by identifying the reasons for
this discrepancy and shortcoming in the UAE government's digital media, despite the
multiplicity of initiatives and significant events that represent the soft power of the
UAE.The study relied on a qualitative approach through open questions and
standardized interviews with a selection of the elite media, political and parliamentary
leaders, and ministers familiar with the subject of the study. The study sample consisted
of 15 participants who were chosen by the purposive, stratified method on the basis of
their leadership qualities and their association with the subject of the study. Thus, the
study reached the most important results, namely: Despite the availability of advanced
applications for government digital media in the UAE, government digital media did
not succeed in the transition with the soft power of the outside world despite the
availability of all the requirements for success, due to the lack of a clear strategy and
reference for the government digital media despite the multiplicity of the many
initiatives, events, and activities of the UAE soft power, Based on these results, the
following recommendations were developed: The most important of which is to
identify the strengths of the unprecedented initiatives that embody soft power, focus on
transferring it to the external recipient, expand the media message in cooperation and
coordination with various digital media, and create media content that addresses the
minds and hearts of the masses locally and abroad through The use of famous platforms
and platforms internally and externally.