International Journal of Media and Mass Communication (IJMMC)

The Role of Social Media Platforms in Promoting Positive Public Behavior Toward Animals: A Field Study

Dr. Abdulla A.Rahim — 2025-06-25

The study aimed to investigate the role of social media platforms in promoting positive behavior towards animals among the public. The study examined the extent to which content published on social media affects individuals' awareness and interests in animal rights and care. The study employed the survey method, using an electronic questionnaire as a data collection tool. A sample of 206 respondents was surveyed, comprising diverse groups in terms of age, educational level, and occupation. The study yielded a set of results, the most significant of which is the lack of follow-up to pages specialized in animal rights and welfare, indicating low awareness or a lack of interest in the content published on animal rights and welfare. The positive impact of social media on awareness of animal rights, and the possibility of utilizing it as a means of promoting awareness. The significant role that social media plays in promoting positive behavior towards animals is that exposure to positive content on social media can promote positive behaviors towards animals. The study concluded with a set of recommendations, the most important of which are the use of visual content such as photos and videos through social media, posting on the most used platforms such as TikTok and Instagram for broader reach, launching awareness campaigns to promote interest in the issue, and encouraging concrete actions such as volunteering and financial support by Simplifying the process, and focusing on enhancing transparency and trust.

Educate Journalism in the Age of Artificial Intelligence: An Analytical Study Considering the Disruptive Innovation Theory

Prof. Dr. Hosni Mohamed Nasr — 2025-06-25

This study examines the transformative impact of artificial intelligence (AI) on journalism education, drawing on the theory of disruptive innovation. While journalism has historically evolved in tandem with technological progress, the rapid integration of AI into media workflows introduces a paradigm shift that redefines news production, audience engagement, and professional standards. This technological disruption demands a reconfiguration of journalism curricula, necessitating a balance between foundational journalistic principles and emerging digital competencies.
Grounded in the theory of disruptive innovation, which posits that novel technologies can fundamentally alter established industries, this study argues that journalism education institutions must proactively adapt or risk becoming obsolete. Applying this lens to journalism education underscores the need for curricular reform to reflect the realities of an AI-driven media landscape.
Through a qualitative, second-level analysis of recent scholarly literature, the study examines the evolving role of AI in journalism. Key developments include automated content generation, algorithmic fact-checking, and personalized news delivery. Despite these shifts, limited attention has been given to the pedagogical implications of AI within the journalism educational gap that this research aims to address.
The findings reveal several pressing challenges, including insufficient infrastructure, lack of faculty expertise in AI tools, and unresolved ethical concerns regarding machine-generated content. To address these issues, the study recommends the strategic integration of AI into journalism programs, investment in faculty development, and stronger partnerships with media organizations.
Ultimately, the paper contends that embracing AI in journalism education not only enhances student preparedness for the digital newsroom but also catalyzes innovation, particularly in media ecosystems across developing regions. Future trajectories in journalism education will likely be defined by adaptive, AI-integrated pedagogies that redefine the role and skill set of the next generation of journalists.

Ways to combat the phenomenon of cyberbullying among Jeddah University students from their perspective.

Dr. Magid Diab Alzubair Diab — 2025-06-25

The current study aimed to identify ways to confront the phenomenon of cyberbullying from the point of view of male and female students at the University of Jeddah. The study sample consisted of 28 male and female students, representatives of the original study population, which numbered 26,444 male and female students according to the latest statistics. The study employed a descriptive analytical approach, utilizing a questionnaire as the primary tool for collecting information and monitoring. Results of applying the questionnaire: The researchers employed methods of frequency and percentage, in addition to the arithmetic mean. The study concluded that cyberbullying is a common problem among students at the University of Jeddah, as the majority of the sample members were exposed to verbal assault over the Internet, and that social isolation is one of the most harmful effects of cyberbullying. It also showed that one of the most important Ways to confront this phenomenon includes talking to someone you trust. The study recommended the need for further research on the phenomenon of cyberbullying in order to better understand it and develop effective ways to address it.

Artificial Intelligence and Its Role in Protecting Youth from Extremism and Terrorism: A Review of International Reports

Dr. Abdessamad Moutei — 2025-06-25

This research examines the role of artificial intelligence (AI) in safeguarding young people from extremism and terrorism. It examines how terrorist groups utilize this technology to achieve their objectives, while also emphasizing the importance of employing AI as a powerful tool for monitoring concerning activities and behaviors online. This approach helps identify individuals at risk and promotes human values and critical thinking. The research highlights the importance of comprehensive strategies that encompass education, international collaboration, and psychological support. Ultimately, the study provides recommendations for developing educational programs and fostering intercultural dialogue to create a safe environment for young people.

Reliance of faculty members at the University of Bahrain on social media for obtaining political information

Mariam Fekri — 2025-06-25

The research titled "Reliance of Faculty Members at the University of Bahrain on Social Media for Obtaining Political Information" delves into the profound impact of social media on academic professionals. This study aims to systematically investigate the extent to which faculty members utilize these platforms as a primary source for political information and to analyze how this reliance influences their academic performance. Employing a descriptive analytical methodology, data were collected from a random sample of faculty members, providing a comprehensive overview of their social media engagement. The findings reveal that a significant majority of participants dedicate between two to four hours daily to social media, with Facebook emerging as the preferred platform for political discourse. Notably, political analyses were identified as the most sought-after type of information. However, concerns were raised regarding the credibility of the information accessed, with participants highlighting the prevalence of misleading content. In light of these findings, the study highlights the urgent need to increase awareness about the credibility of online political information. It also advocates for further research to explore the implications of social media reliance on academic performance and the broader educational landscape. This research contributes to the ongoing discourse on the intersection of social media, politics, and education, offering valuable insights for academics and policymakers alike.

Utilizing the Interactivity of Social Media in Political Communication of the Iraqi Government and Parliament Websites

Dr. Hussein Ismail Haddad — 2025-06-25

The present study aims to explore the extent to which the government discourse interacts with the public within the political communication environment in Iraq, which has witnessed democratic transformations in its communication and political systems. The degree of interaction involved in the political communication process, in light of modern technology, was examined through a selected sample representing the websites of the largest government institutions concerned with communication in Iraq: the central government's website and the Iraqi parliament's website. For the purpose of the study, the focus was exclusively on the interactive response shown by political communicators to user comments, given the importance of providing indicators of interest and positive interaction by government institutions in their relationships with society and in achieving the effectiveness of political communication in emerging democracies. The analytical sample was limited to three social networking sites available on the websites of the Iraqi government and parliament: Facebook, Twitter, and YouTube. Interactions were monitored during the period of April 2022. The quantitative method of content analysis was employed to reveal the level of interactions by the political communicator, complemented by a thematic analysis of the users' comments. The results showed a lack of interest and interaction on the part of those government websites in responding to comments or opinions published by the public, revealing that the pattern of the top-down communication model still dominates the mentality of political communicators in new democracies.

Exploring E-Impulse Buying through Promotional Strategies

Abu Bashar — 2025-06-25

E-Impulse buying i.e. a sudden urge to buy online product without any prior planning is showing an imperative facet to understand the online shopping behavior. This paper examines the role of promotional activities used by online retailers in urging e-impulse buying.
CIT in the form of mailed questionnaire is used to collect the data at university level and then statement analysis has been done to get the idea about categories of promotional strategies influencing e-impulse buying further influence online shoppers’ experiences and their repurchase decisions.
The study suggests a significant role of promotional activities in e-impulse buying. Categories for the identified promotional activities are also suggested along with the gender analysis of the responses of online shoppers. This study also indicates that male respondents show more positive responses for the e-impulse buying and repurchase decisions in comparison to the female respondents.
The paper identifies interesting role of promotional activities used by online retailers in e-impulse buying and also conclude the gender wise analysis of their buying experiences and re-purchase decisions.
Contributions of this study in examining the role of promotional activities used by online retailers in E-Impulse Buying. These papers proposes a gender wise analysis of online shoppers’ responses in terms of their experiences and re-purchase decisions in the context of e-impulse buying and also indicates categories of promotional activities that urge to e-impulse buying.