English abstract
Abstract:
The research reveals, describes and analyzes the role of the social media
platform 'Twitter' in managing the external issues of the Sultanate of
Oman, specifically the issues of the ongoing Yemeni war and the Gulf
crisis in 2019-2020, in addition to revealing the general characteristics of
Omani Foreign Ministry account. Moreover, the research aims at
describing and analyzing communication strategies of issues management
utilized in the Yemeni war and Gulf crisis compared to various scientific
models. Mechanisms utilized to increase effectiveness and efficiency of
communication strategies regarding managing the Yemeni war and the
Gulf crisis via Twitter in the Sultanate of Oman are also discovered. This
study is descriptive relying on Media survey methodolgy through applying
content analysis and unstructured interviews tools. The study depends on
Dialogic Theory and Issues Management Strategy as theoretical
frameworks.
The results indicated that the Omani Foreign Ministry did not implement
particular strategies utilized specifically for performing issues
management via twitter. Twitter is rather utilized as secondary media tool
only for disseminating their news.
The results indicated that, the ministry did not exploit the capabilities and
advantages of Twitter, in addition to the fact that the Sultanate of Oman
did not abide by the principles of issues management communications in
the pre-issue phase and implementation phase. The results of the study
ح
also confirmed that the Omani Ministry of Foreign Affairs on Twitter
adopted the same strategies used in traditional media, including the
strategy of silence and no-reaction, principled strategy and cooperation
between dispute parties which is consistent with the Sultanate's objectives,
its external orientation and its external political pillars. Finally, the overall
assessment of strategic efficiency of in the two issues under study issues
communication management is weak.
