تطبيق مؤسسات التعليم العالي لمبادئ الاتصال الحواري عبر تويتر

المؤلفون

DOI:

https://doi.org/10.35516/hum.v51i5.3721

الكلمات المفتاحية:

تطبيقات العلاقات العامة، نماذج العلاقات العامة، منصات التواصل الاجتماعي، نظرية العلاقات العامة الحوارية

الملخص

الأهداف: استهدفت الدراسة تعرُّف كيفية استخدام العلاقات العامة في الجامعات السعودية لشبكات التواصل الاجتماعي، ومدى استفادة العلاقات العامة في مؤسسات التعليم العالي من الميزات التي تتيحها هذه المنصات.

المنهجية: استخدمت الدراسة المنهج الوصفي، وفي إطاره اعتمدت الدراسة تحليل المضمون أسلوبا لجمع البيانات. تم تحليل المحتوى المنشور من قبل العلاقات العامة في الصفحات الرسمية لجامعة الملك فيصل، وجامعة الملك عبد العزيز، وجامعة الفيصل الوطنية على توتير، في ضوء مبادئ نظرية الاتصال الحواري لكينت وتايلور ونماذج ممارسة العلاقات العامة. وذلك خلال أشهر (نيسان وأيار وحزيران) 2022 كأشهر ممثلة لفترات الدراسة والاختبارات والعطلة الصيفية.

النتائج: كشفت النتائج عن استخدام تويتر من قبل العلاقات العامة في الجامعات السعودية للنشر والدعاية في المقام الأول. كما بين النتائج وجود اختلافات بين الجامعات في الحوار مع الجمهور ونماذج ممارسة العلاقات العامة؛ حيث كانت الجامعات الحكومية أقل تطبيقا لمبادئ الاتصال الحواري، ولا تتفاعل مع الجمهور إلا فيما ندر، كما تعتمده أداة للدعاية والإعلام والترويج في اتجاه واحد، مما يحد من الاستفادة من ميزات الحوار ثنائي الاتجاه.

الخلاصة تحتاج الجامعات لإيلاء مزيد من الاهتمام بالحوار مع الجمهور حتى تعظم الإفادة من القدرات الحوارية غير المستغلة.

التنزيلات

بيانات التنزيل غير متوفرة بعد.

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التنزيلات

منشور

2024-08-27

كيفية الاقتباس

Al-Saify, H. ., Aisha , F. ., Hashem, M. . . ., Osama, S. . ., & Darwish, S. . . . (2024). تطبيق مؤسسات التعليم العالي لمبادئ الاتصال الحواري عبر تويتر . دراسات: العلوم الإنسانية والاجتماعية, 51(5), 155–171. https://doi.org/10.35516/hum.v51i5.3721

إصدار

القسم

الإعلام
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##plugins.generic.dates.accepted## 2023-10-08
##plugins.generic.dates.published## 2024-08-27