The Role of Digital Media in Enhancing the Cultural and Civilizational Value of Camels in the Kingdom of Saudi Arabia: "The Year of Camels 2024 as a Model" An Applied Study within the Framework of the Media richness theory

Abstract

This study aimed to explore the role of digital media in enhancing the cultural and civilizational value of camels in the Kingdom of Saudi Arabia, using the "Year of the Camel 2024" as a case study within the framework of the theory of media richness. The study falls under the descriptive research category and employed an applied methodology. It utilized a survey conducted on a sample of executive master's students in digital media at King Abdulaziz University. Additionally, content analysis was performed on the content related to the Year of the Camel 2024 from December 17, 2023, to January 16, 2024, on social media platforms during the first month of the announcement of the Year of the Camel 2024. The study yielded several results, the most important of which are as follows: 54.5% of the participants believe that digital media employs effective methods to enhance the cultural and civilizational value of camels. Furthermore, 60.6% of the participants noticed the impact of digital media on raising awareness of the importance of camels. The responses varied regarding the ways in which digital media affects awareness, including disseminating information, instilling a love for camels, highlighting camel beauty contests, and linking camels to Saudi heritage. The study also revealed that organizing competitions and events through digital media (57.6% of the participants believe it to be the most important method) is effective. The study demonstrated the ability to use modern techniques such as multimedia to attract the audience's attention, with examples in the study including diverse content presented through digital media, such as information, images, and videos. The study also revealed the ability of digital media to customize content according to users' preferences, with evidence including the establishment of a digital identity to enhance the cultural and civilizational value of camels. Clear and direct language that facilitates the audience's understanding of information can be used, with evidence including the dissemination of valuable information about camels through social media platforms.