On the concluding day of the ninth edition of the International Government Communication Forum (IGCF) in Sharjah, a panel of experts gathered to discuss ‘Media Image of Arab Societies in the West’.

Moderated by Sherif Amer, media figure and television host, MBC Masr, the discussion was held in cooperation with Sharjah Press Club to explore the role of cross-cultural communication in improving the media image of Arab societies, and featured HE Osama Haikal, Minister of State for information, Egypt; and HE Amjad Al Adaileh, Minister of State for Media Affairs and Government Spokesperson, Jordan.

Both agreed that a pan-regional challenge is that it receives more media content than it produces locally.

“We need to have more effective homegrown content, which is disseminated from regional channels to global platforms and reaches global audiences,” said Amjad Al Adaileh.

When asked if the regional media is ready to change the Arab image, HE Osama Haikal said he had reservations. “The majority of our audience is emotional and are easily impacted. It is, therefore, imperative that we start creating compelling original content, and more importantly develop our own tools and mechanisms,” he said noting that currently the Arab media largely imports these from the West.”

“If we want to affect these changes, we’ll need to work from the ground up; begin with a relook at our whole scenario once again. Our media policies and strategies need to change according to the target audience we aim to serve,” the Jordanian minister suggested.

Talking about ways of disseminating relevant content, Adaileh added, “We have the means and the will to change the Arab image. Jordan, for example, has one of the highest number of young entrepreneurs in ICT. We can penetrate western societies if we have clear policies; if we exert unified efforts.”

“We all dream of a unified Arab world, which can be realised if we have good intentions work to bridge the confidence gaps between the government and the people. We can all come together to rally behind one unified message and communicate it to the world. It is not a dream – it is doable,” he added.

Highlighting the need for impactful messaging and robust communication networks, HE Osama Haikal said, “You cannot go beyond borders if you are not strong internally – if your content is strong and original, it will impact your neighbors and even the whole world.”

He added, “We have good resources and technology, which will be best ulitised if we have clear targets and well chalked out plans. In today’s day and age, you cannot implement any plans or programmes successfully without having an effective and meticulous strategy to communicate it.”