الإعلام الفلسطيني ودوره في التسويق الاجتماعي

Abstract

Abstract :

 The study aimed to identify the Palestinian media and its role in the social marketing of the official media (Wafa Palestinian News Agency, Palestine Television and Al-Hayat Al-Jadeeda); In order to achieve the study’s objectives, the analytical descriptive curriculum and the selection of the random sample consisting of news, reports and television shows were drawn upon, and applying the content analysis tool to these means within the general framework of the Palestinian media, and applying the 6 in-depth individual interview tool for the purpose of male and female media professionals. The study added that official Palestinian media sought to change individuals’ daily behaviors in a way that benefited them and led to large-scale positive changes in society, The media contributed to health marketing that represents activities and events aimed at influencing public opinion, achieving communication with the target audience and identifying its needs with a view to creating healthy behaviour among individuals by identifying channels of communication and improving the level of health services at all times. The media also sought to attempt environmental marketing, which requires marketing activities to identify and satisfy the needs of members of society in a way that preserves the environment and its resources while paying attention to increasing the beneficiary’s environmental awareness and sense of environmental problems and its issues. The media also worked in community marketing to influence the acceptance of societal ideas and change in the behaviors of community members in a sustainable and effective manner, with the aim of improving and creating societal habits that benefit society and contribute to the preservation of the public interest. Raising awareness about societal issues, and in the light of the results, it is necessary to work on proposals for achieving strategic objectives for information while taking into consideration social marketing in Palestinian society.

Keywords: Media, Social Marketing, Palestinian Society.