Al-Zahrani: Mankind abandons traditional civilization and begins digital civilization – Saudi News

A recent study revealed that celebrities do not provide serious or profound content, but rather their influence is limited to the consumer behavior of the audience through entertainment or marketing content, with a lack of stability and constant transformation, which they are described as individuals and individual groups without an ideological link or block, while the influencers Digital elites who fall under an ideological block and assume an epistemological role with a message. At a time when the traditional elite component has declined, and its influence and presence in the Saudi community has markedly weakened, with the elite losing its central idea, which is the idea of ​​leadership in the face of the reality of the growing crowd.

This comes in a study by dr. Saeed bin Ahmed Al-Dahiya Al-Zahrani in 800 pages, during which he obtained a doctorate in the philosophy of digital communication at the College of Media and Communication at Imam Muhammad bin Saud University, on his message (communicative behavior of Saudi cultural elites through social networks) enjoyed an excellent presence after a discussion session that lasted up to about 3 hours, and a rich cultural and scientific plea, which was competently managed by His Excellency, the supervisor of the dissertation, prof. Dr. Fahd Al-Askar, and each of the two members of the committee; His Highness the Prince, prof. dr. Saad Al Saud, dean of the College of Media and Communication at the university, and dr. Hamad Al-Mousa, Associate Professor of Media.

In his message, Al-Zahrani presented a philosophical roots of the idea of ​​digital communication, the presence of elites in participatory media and the crystallization of digital communication behavior, which led to the expansion of the symbolic layer through social networks and the inclusion of celebrity- component within them, which led to the decline in the role of traditional elites. The thesis also contributed to the provision of a systematic framework on the social and cultural history of the Saudi community within the Internet, beginning with forums and ending with social networks, over a period of more than two decades. While presenting a model called the “Network Analysis Model for Elite Accounts on the Twitter Network” to find indicators through which the communicative behavior of elite network users can be tracked, read and interpreted.

Dr. Al-Zahrani concluded a set of results, the most prominent of which is: that digital civilization has witnessed the birth of a new anti-elitist form, more penetrating, broader and comprehensive, with instruments of influence and influence that transcend times go, places, cultures, generations and fields. On the one hand, and the owners of these companies and institutions on the other, and the governments within which these companies and institutions and their owners are located on the third, creating a new system of dominance and influence in digital communication environments and the worlds of digital civilization, as a new center of power added to the system of active and influential centers of power in local contexts. The results also showed the emergence of a new elitist act expressed by the researcher with the concept of (parallel elite) through formulas of the techno-digital structure and joint communicative behavior of individuals.

The study confirmed that social networks and digital communication environments are a new civilized model that offers a new vision of the universe, life and people, and it is an explosive model for the structure of the previous traditional patterns. And that the accelerated growth through networking techniques, especially through social media, has led to the decline of the traditional elite component, and the marked weakening of its influence and presence in the Saudi community, while not being completely evaded, as reported becomes like (the death of elites), and the elite component expanded in terms of quantity and segments, levels and specializations, to the point where the concept of the elite disintegrated after the elite became broad masses, and consequently the elite loses its central idea, which is the idea of ​​leadership before the reality of the growing crowd.

The study was concerned with the extrapolation of the intellectual references of the Saudi elite, who were supposed to direct communicative behavior.The sample members were divided into two categories; The first category belongs to the independent, neutral or artistic intellectual stream that is not concerned with intellectual classifications or their interactions. The second category is the category of opposing intellectual currents represented by the conservative current on the one hand, and the liberal current on the other, and they are the two groups whose representation in society is present in a smaller proportion, but that Their voice is the loudest, referring to the tendency towards the liberal tendency, especially those concerned with national affairs, a consequence that Al-Zahrani interprets with the phased consistency that the Kingdom of Saudi Arabia sees during the era of the Keeper of the Two Holy Mosques King Salman bin Abdulaziz and His Highness the Crown Prince Muhammad bin Salman – may God preserve them – With regard to the prevailing voice of tolerance, balanced openness, and the fight against extremism and extremism, as represented in the case of recognition not seen in previous periods with regard to the term “liberal”, in addition to the acceptance of the description or classification of the term “liberal”.

The study revealed the emergence of the category of the digital trend or the digital school, where the researcher noted that there is evidence of a new intellectual current that is taking shape, presence and prominence in a remarkable way, and he did not find a stable. intellectual classification for it in the traditional knowledge heritage, and therefore digital communication has generated its own new intellectual current This is (the digital trend), which comes as an intellectual trend, not a professional or applied trend.

The results show that there is an intellectual tendency that believes that the future will bear witness to the disappearance of the term elites in exchange for the flourishing of the term celebrity, which means that there is a reversal in the meaning of the term, because the term elites is originally a term inherited from traditional civilization, and when the traditional generations die (digital immigrants), the network generations (Digital Originals) will continue their lives and stages according to the term celebrity born within their digital environment.

The researcher tried to explain the extent to which elites believe in freedom of opinion provided by social networks, by asking about the extent to which elites use blocking technology, as a trend has emerged that the concept of freedom taking on a new form in digital communication environments. and social networks.When blocking a user, you have not confiscated his freedom of expression and appearance, but you have exercised your own freedom to remove an unwanted person from your private digital space while having complete freedom and ability to appear and express. from his pulpit and his personal version. It is embodied in any of the previous civilization eras as embodied in this era of digital communication civilization. In the past, platforms were limited and freedom of expression only depended on it, but today, through digital communication environments, freedom is available to all, and the responsibility to care for that freedom lies with everyone through each. On this basis, Al-Zahrani claims that digital communication has made freedom and the responsibility of freedom possible to be available together in a way that history has not seen before.

Regarding the extent to which the Saudi elite accepts the principle that the elite invest their accounts on social networks to publish advertisements, the researcher points to the emergence of two characteristics: the first is the danger that digital communication behavior is dependent of the threat of the avatar, which is the capital of the elite, when thrown into the scoops of possibilities by accepting commercial marketing advertising money. , where it is usually associated with enforcing a special vision that achieves the advertiser’s profits, which will lead to the disruption of the image of the elite and the loss of followers who are the real wealth in digital communication Social advertising and paid commercial marketing, based on the digital idea (the self is present in digital communication environments as a number, content is created within a digital system, and interaction arises through follower numbers and response times, and the like).

The network analysis model, according to the results of the data analytics study, revealed that more than half of the elites in the study sample had a decrease in their communicative activity via Twitter in the years that followed 2015, compared to with the five years that preceded that year, which led to the emergence of the concept of boredom in the execution of digital communication behavior among The elites of the study sample are in conflict with the general mentality in terms of individuals’ addiction to the use of social networks.

The study was concerned with examining the persuasive dimension in the discourse of Saudi elite, and the shock method emerged, based on providing shocking information or opinions to the followers to get their attention and convince them of ideas in a way that makes them attractive. attention and attraction, and thus spread and influence.

Leave a Comment