Social Media and Its Impact on Enhancing the Mental Image of Al- Quds Today Channel

Abstract

Social media plays an increasingly important role in disseminating media messages and contributing to shaping public perceptions. The study's central problem was to answer the question: How has social media impacted the public image of Al-Quds Al-Youm TV? The study also aimed to determine the level of social media availability across various platforms (Facebook, YouTube, X (formerly Twitter), and Instagram) on Al-Quds Al-Youm TV, measure the public image of the channel among its audience, and examine the relationship between the use of these platforms and their impact on the channel's public image. To achieve these objectives, the researcher adopted a descriptive-analytical approach and used a questionnaire to collect data from a random sample of Al-Quds Al-Youm TV viewers. A total of 376 questionnaires were returned, and the data was analyzed using SPSS software. The most significant findings were that the level of social media availability was moderate, while the public image was high, with a statistically significant correlation between the two variables. This indicates that improved use of social media contributes to enhancing the positive public image. The study also revealed the varying impact of different media platforms, with Facebook leading the way, followed by YouTube and X platform, while Instagram came in last. This reflects the different patterns of audience use and interaction with various platforms. The impact analysis showed that these platforms had a statistically significant effect on improving public image, with some demographic differences in audience perceptions indicating a relative variation in their understanding of how these platforms are used. The most prominent recommendations included: the need to work on enhancing the strategic use of social media in all its dimensions, focusing on the most influential platforms and adapting content to audience behavior; developing the skills of digital content management professionals through specialized training programs; and conducting periodic evaluations of media effectiveness, taking into account audience demographic differences to ensure that media messages reach a more impactful and comprehensive audience.