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Alsaadi, MA, 2024. Evaluating the potential role of media and communication in implementing the National Development Strategy in the context of the Qatar National Vision 2030. DBA, Nottingham Trent University.
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Abstract
The current DBA research recognises the importance and contributions of media and
communications (M&C) in implementing Family Cohesion and Woman Empowerment
(FCWE) as a sector or sub-strategy of the National Development Strategy (NDS) of Qatar. As the current DBA research focuses on the role of media and communication in the success of the FCWE strategy, the present research seeks to bridge a gap related to the role of M&C in Qatar’s NDS, specifically its role in raising public awareness, and mainly that of Qatari women. Document 5 seeks to do this by exploring the opinions of key stakeholders of the FCWE strategy, Qatari women.
The research objectives are as follows:
1. Assess the role of M&C in supporting Qatar’s FCWE strategy implementations.
2. Find out if planners have involved Qatari women and/or their concerns in planning the family strategy.
3. Find out which M&C channels are preferred by women in Qatari society.
4. Find out if Qatari women have enough awareness and knowledge about NDS and
family-related issues.
The research used qualitative methodology by conducting semi-structured interviews. To explore different perspectives regarding role of media and communication in FCWE strategy, interviews were conducted with one group of policy workers, and three groups from women in the general population of different age groups: 18-25, 26-55, and 56 and over. Due to the Covid 19 pandemic, interviews were conducted online. Thematic analysis, specifically priori themes, was used to analyse data.
Data analysis revealed that women were not sufficiently aware of the FCWE strategy. This indicates that there are problems and weaknesses in the communication of FCWE. It was found that FCWE strategy was communicated by using traditional communication channels and methods, and that social platforms were not sufficiently utilised. In addition, it was concluded that FCWE strategy was developed with no participation from women. Overall, the analysis showed that women are not involved in making family strategy, and that all women, no matter their age or background, prefer and use different social media platforms as compared to traditional communication and media methods.
Based on the results of the study, it is clear that stakeholders should be involved at all stages of strategy given that ignorance of stakeholder involvement negatively influences the effectiveness of the implementation of strategy. At the same time, M&C strategy should utilise social platforms and be able to cope with advanced technology as this is crucial for its success. Besides, it is not enough to develop excellent strategies; it is more important to communicate them and implement them effectively. Moreover, national culture should be considered in national strategies because ignorance of this reduces the opportunities for strategies to be successful.
Overall, the research contributes to the literature by exploring in-depth the impact of M&C on the success of national strategies in a developing country. The results confirm that stakeholder involvement, communications, social platforms, and a holistic approach to strategies are all crucial for the success of national strategies.
| Item Type: | Thesis |
|---|---|
| Creators: | Alsaadi, M.A. |
| Contributors: | Name Role NTU ID ORCID |
| Date: | 2024 |
| Divisions: | Schools > Nottingham Business School |
| Record created by: | Laura Borcherds |
| Date Added: | 07 Mar 2025 14:21 |
| Last Modified: | 07 Mar 2025 14:21 |
| URI: | https://irep.ntu.ac.uk/id/eprint/53208 |
https://orcid.org/0000-0001-5663-0886Actions (login required)
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