Source: King Khalid University - Media Center
The General Administration of Media and Communication at King Khalid University, organized an online program as a part of “Mobaderon”. The program is entitled “Mental Image and Affiliation” it was under the supervision of His Excellency the University President Prof. Falleh bin Raja Allah Al-Sulami.
Dr. Abdullah bin Abdul Mehsen Al-Assaf, the Media lecturer at Imam Muhammad Bin Saud Islamic University, viewed the aspects of the “mental image”. The meeting lasted for an hour and a half, it was hosted by Mr. Abdul Rahman Marea. Al-Assaf elaborated on the “mental image” in relation to the identity and behaviour, analyzing the mental image, its types and the stages of its development. He also tackled an experiment demonstrating the mental image and reputation, the strategies to build such image and ways to measure it. The meeting covered the stages of developing reputation, a matrix of the mental image and reputation and the difference between the mental image and reputation.
During the meeting, Dr. Mufleh bin Zaben Al-Qahtani, the General Supervisor of the General Administration of Media and Communication and the official spoken person at the University, spoke about how changing the corporate identity could affect the mental image. He confirmed, the strategies to build a mental image have to be made specialists in Media and Communication. That’s why every corporate needs to invest in such specialists, having them in the Public Relations in deferent sectors is a must.
Mr. Isa Al Hadi Asiri, the Supervisor of Media and Communication at the Education Department in Rijal Almaa’, stressed on the importance of including the culture of media and mental image on the curriculum, in addition to the proper ways to use Social Media and hoe to receive a message through Media.
The Lecturer at the Department of Media and Communications Mr. Yahya Al-Qub’a, highlighted the importance of tourism, and the Kingdom’s efforts to attract tourist from abroad. Tourism is a form of public diplomacy which contributes to forming a national brand, resulting in forming a mental image of Saudi Arabia and the Saudi society. Al-Qub’a spoke on other parallel efforts like organizing international sports and entertainment activities, and hosting them locally in order to enhance the opportunities of introducing Saudi Arabia to the world. He concluded, Media is one of the main tools to change the stereotypical thoughts of the world. He encouraged making all the efforts to export media products which represent the Saudi perspective, and working to influence the stereotypical idea about Saudi Arabia in international media through deliberate strategies and plans to achieve the desired goals.