The Specialized Institutional Media and its Functional Role in Shaping the Mental Image of the Institutional Audience
Maha Mustafa Omer Abdalaziz
Dr. Maha Mustafa Omer Abdalaziz, College of Mass Communication and Public Relations, University of Fujairah, Emirate of Fujairah, United Arab Emirates.
Manuscript received on 09 March 2024 | Revised Manuscript received on 17 March 2024 | Manuscript Accepted on 15 April 2024 | Manuscript published on 30 April 2024 | PP: 9-16 | Volume-10 Issue-8, April 2024 | Retrieval Number: 100.1/ijmh.H169810080424 | DOI: 10.35940/ijmh.H1698.10080424
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© The Authors. Blue Eyes Intelligence Engineering and Sciences Publication (BEIESP). This is an open access article under the CC-BY-NC-ND license (http://creativecommons.org/licenses/by-nc-nd/4.0/)
Abstract: There is confusion between the use of the concept of the mental image, the stereotype, the impression image, the inverted image, and the inverted patterns of the areas and patterns of specialized media influence in how to build and shape the mental image of the institutional audience, which will be discussed in this paper. The specialised institutional media and their functions play a role in shaping the mental image of the institutional audience through their patterns. The various media and functionalities represented in different means and dedicated to these institutions have become considered among the means used in forming the complex mixture of beliefs, ideas, and impressions that these institutions create among their audiences. The more these institutions can utilise the public’s knowledge by creating a mental image of the institution to which they belong, the more precise a picture they can draw with multiple angles, conveying information to the public through their public or private institutional media. The importance of this paper lies in the transformation brought about by specialised media, which enables them to shape the mental image of different societal sectors through the content they offer to institutional audiences via various communication channels. The critical role in forming opinions, making decisions, and shaping behaviour through good performance that is consistent with the needs of the public, affecting and being affected by the policy of the individual or institution. Therefore, the paper focused on the attention given to the subject of the mental image in many media, psychological, social, and administrative studies, and given the pivotal role that the mental image plays in influencing the areas of institutional media influence, from an influential role in our behaviors, decisions and daily lives, to that extent of benefiting from this transformation The similar integrated digital networks, which in turn caused a massive shift in the concept of specialized institutional media and the extent of its influence in shaping the mental image of the various sectors of society, especially the institutional audience, and what the media outlets aim in their specialized institutional media in the presence of an environment that allows them to achieve their goals, perform their mission and provide their services from During the process of modifying, building and shaping the mental image that requires multiple media efforts and how to benefit from it.
Keywords: Specialized Institutional Media, Mental image, Institutional Audience
Scope of the Article: Communication Studies