Implementation of the Principles of Dialogic Relationship Management on the Egyptian Universities Digital Platforms

Document Type : Original Article

Author

Assistant Professor, Public Relations and Advertising Department, Faculty of Mass Communication, Cairo University

Abstract

The current study aims at exploring and analyzing the content presented on the electronic platforms of the Egyptian universities, including the official website, social networking pages to identify the dialogic or one-way approach adopted by these universities in managing their relationships with stakeholders.
This study depends on Dialogic Theory in Public Relations, and Dialogic Principles Model using qualitative content analysis to analyze the official websites and social media accounts on Facebook and Twitter to Cairo University representing governmental universities, Misr University for Science & Technology as a private one and Nile University as a non- profitable, non-governmental university. This analysis can clarify to what extent these universities depend uses the dialogic principles for managing relationships with their publics on its electronic platforms.
The main results show indicate that all three universities give more attention to usefulness of information and ease of interface than conservation of users, generation of return visits and activating dialogic feedback. Furthermore, Nile University is better than the two other universities in applying the dialogic principles on its electronic platforms.

Keywords

Files

Share

How to cite

Statistics