The Emirates Literature Foundation and Four Communications publish a report revealing the UAE’s literature leadership worldwide.

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The Emirates Literature Foundation, a non-profit organization dedicated to fostering a love of literature and culture, and strengthening their position in the UAE and the Middle East, today released a report “Between the Lines: The Role of New Trends in Promoting Literary Works and the Role of the Public in Promoting the Demand for Literary Works ”, in collaboration with Four Communications, the leading provider of integrated communication and liaison services in the UK and Central -East and North Africa region.

The report reviews the latest trends in reading and literature, announcing the emergence of a new golden age for literature in the region.

The report, based on the analyzes of “Mapper360®” by Four Communications, reveals the various factors that shape the literary scene in the region, and the six audience groups that drive this cultural renaissance. It also shows the impact of some factors on literature and books, such as social media, technology development, online and on the ground cultural initiatives, and changing reader behavior.


The report also highlights how writers and writers interact with their communities, and the efforts made in the Middle East and North Africa in the cultural field, leading to the emergence of a new golden age in the field of reading and literature. announce.

Among the most prominent points highlighted by the report is the renewed passion for reading, and indicates an increase in interaction with literary works and reading activities, as many stories have emerged that provide an outlet through which readers can move away from the challenges facing the world. seen in the last two years. The index of interaction with literary works indicates a steady increase during the current year, especially with the growing awareness of readers of the benefits of reading and listening to stories.

The report also indicated that the UAE recorded a 7% increase in reading-related conversations, as discussions on social media about books and literature in 2020, across the UAE, saw a 7% increase, which is higher than the global average. 3% on an annual basis, more than 73 million (Name) references are registered online, relating to books and literature worldwide, in Arabic and English only.

Interest in Arabic literature

The report reported that the number of references in Arabic in the topics of reading and literature increased by 20%, as the number of conversations in Arabic about books and literature on social networking sites increased by 20% on an annual basis, which a increase indicates. in interest in Arabic literature, in both Arabic and English, on topics Scenarios and characters that reflect the culture of the region.

The report confirmed that there is an increase in discussions about Arabic writers, as the Kateb Maktoob initiative of the Emirates Literature Foundation found the presence of Arabic writers, in both Arabic and English, on the largest online encyclopedia, Wikipedia, with more than 500 increased. % in less than two years, and articles on These authors have more than 224 million hits.

The report pointed to the significant interest in independently published works, particularly through social media platforms and on the Internet, in the UAE by 27%: interest in independently published works and self-publishing increased as the percentage of referrals to independent publications and non- traditional publishing works, and store Independent books on public social media platforms and online news sites make up 27% in the UAE, compared to 18% worldwide.

He also explained the emergence of new vibrant communities, as the report indicated that social media played a crucial role in creating vibrant communities of readers and writers, with writers seeking direct inspiration for stories and formulating their plot , and seek it out with readers, in addition to providing them with the opportunity, To thank the readers and interact with their audience.

Ses snye

Mapper360® analyzes have indicated that six new audience segments are increasing the demand for literary works and contributing to the reform of the literary sector in the Middle East and North Africa, knowing that they represent a diverse segment of English and Arabic speakers, and speakers of more than one language This audience of readers has become a major contributor to the definition of the style and style of reading worldwide.

First, Khaled is interested in culture, known for his penchant for reading, and represents 5% of the audience that forms the literary trend in the growing cultural sector in the Middle East and North Africa region. He also takes an active part cultural events and festivals, which enriches his passion for the arts and the literary scene and broadens his horizons.

Second, Shaima and self-development, Shaima discovered her passion for reading during the outbreak of the “Covid 19” pandemic, as she and her peers, who make up 18% of the total audience, the increased interest in audiobooks and self-development books. Shaimaa is interested in business and professional development books, and articles related to health, fitness, physical and psychological well-being.

Third, Nadim is a lover of knowledge. Nadim and his peers, who represent 24% of those who make up the literary scene, enjoy reading books to relieve the stress of an accelerated lifestyle and advance their careers. Nadim is interested in reading in the field of science and technology, and enjoys the literature of suspense, and is eager to read quickly, for short periods, on one of the many electronic devices he uses at the same time. He also tends to use social networks like LinkedIn, Medium and Reddit. Nadim helps to promote interest in science and technology books.

Fourth, Post-Millennial Zeina: Zeina and her community represent 7% of the total audience, and she supports the purchase of paperback books, second-hand books by respected authors, often inspired by the hashtag #BookTok, as well as reading the works of promising authors .In the field of youth literature. Zeina strives to change the world and make it a better place. She also prefers to read the works of different groups of authors, in addition to books that focus on environmental and sustainability topics.

Fifth, Sarah is a lover of reading in the summer. The category of reading lovers in the summer is widespread, as Sarah, whose community represents 28% of the audience, has developed a passion for reading since the beginning of the pandemic, as the importance of books has doubled for her, as an outlet for problems and challenges recently seen in the world. This category, to which Sarah belongs, drives book sales across devices – even though she does not read most of the books she buys – and pays close attention to book clubs, book nights with friends and online reading groups.

Finally, a new generation, Nimr and his community, who make up 2% of the total audience, seek to understand the meaning of existence as they consume purposeful books, philosophical novels and the first books of influential writers in the literary arena. Based on his great love for philosophy, and his openness to new ideas, Nimr follows Instagram and YouTube celebrities, whose content focuses on reading and literature, for recommendations, suggestions, and topics on Reddit and BuzzFeed.

big growth

Commenting on this topic, Ahlam Al Bulooki, Director of the Emirates Airline Festival of Literature, said: “We have seen a significant growth in the demand for literary works and an increase in related conversations. Our target audience. Therefore. we are always eager to offer options that suit everyone at the festival, whether the reader is like Nimr of the new generation, or like Sarah, who loves reading in the summer. ”

She continued: “These data help us to identify gaps in the literary system in the region, and to develop programs that guarantee a strong foundation for the sector and contribute to its continued growth. Pioneering initiatives, such as “Section One: The Emirates Fellowship for Literature and My Friend for Writers” and the “Kateeb Maktoob” initiative, also contributed to the promotion of the literary scene in the region and the introduction of Arabic literature to a global heard.

Truda Spriot, Managing Director of Culture at Four Communications, said: “The region today, as in other markets, such as the UK and the US, is seeing an increase in interest in reading and audiobooks, with many people finding books in books . As an outlet for them during the COVID-19 pandemic, we are pleased to reinforce this trend.

Having spent a great deal of effort and time improving the reading pleasure and enriching the horizon of the Arabic novel, embarking on leading initiatives, such as the Emirates Airline Festival for Literature, up to the International Prize for Arabic Fiction, it seems that all these efforts fruit, especially in the UAE. I’m glad to see this diversity of readers in this report, and to see their efforts to support literary discussions online, as well as to boost book sales. ”

Analysis and insights

In turn, Andrea Gisdahl, Director of Marketing and Communications at the Emirates Literature Foundation, said: “We are pleased to see our expectations come true, and to see this increase in society’s demand for literary works, despite of all the inferences made by modern life. These analyzes and insights contained in the report are necessary to develop an effective strategy.

In turn, Natalie Amos, Director of Lifestyles at Four Communications Middle East and North Africa, said: “We are constantly seeing a change in trends in the fields of literature and reading at regional and international levels as the sector continues develop. at an accelerating pace, amid the emergence of new technologies and social platforms.

The region has seen rapid changes in readers’ reading habits and emerging trends around discussion of literature over the past two years, with the UAE in particular witnessing a massive interaction with the spoken word. To understand and engage new audiences successfully, and to launch powerful marketing campaigns, new trends and new audiences in the cultural landscape must be identified. ”


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