Consumer Analysis
This part of our research delves into how electronic media affects the literacy rates of people in the United Arab Emirates region. If we unpack the definition of the word “Literacy” itself, we find that is continually evolving. The term literacy sometimes refers to reading solely, while other times it alludes to both reading and writing. Other writers have shed light on how literacy encompasses reading, writing as well as speaking and listening. The notion of critical consciousness, a key to student achievement, is fundamental to our understanding of our consumers. The phenomenon of critical consciousness alludes to the ability to distinguish and unpack truths beyond the realm of their literal meanings. It encompasses the ability to apply critical thinking skills to analyze and examine one’s own current situation, social constructs and even the politics of one’s region (Freire, Paulo 1970). In terms of the UAE youth, developing critical consciousness is one of the key ingredients to establishing positive change. Inglis and Aers (2008, p.32). Moreover, The National Literacy Trust also includes the art of speaking and listening in its definition of the term ‘literacy’. While other definitions of literacy are predicted on the ability to read and write at a more advanced level, one that lends higher consciousness and critical thinking e.g., Blake and Hanley (1995, p. 89), The National Literacy Trust defines literacy along these lines,
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“We believe literacy is the ability to read, write, speak and listen well. A literate person is able to communicate effectively with others and to understand written information”.
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The vast majority of our target audience are young adults ranging from the ages of 18 – 25. Our research yields that electronic media does not, in fact, affect literacy rates, especially not adversely as all the students are educated and belong to a social stratum where everyone has access to good-quality, high caliber education. Moreover, the current literacy rates of the youth in the UAE region are a testament to their proficiency levels. According to a report conducted by The National staff, it is found that literacy rates are highest in Dubai and Abu Dhabi compared to the rest of the region. Dramatic improvements are also seen in the female education sector and dropout rates have decreased. (Economics, n.d.)
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The demographic trend of our target audience leans towards college students, professors as well as parents whose interest this debate may pique. The debate seeks to explore myriad media literacy themes and the extent to which electronic media makes us illiterate.
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The psychographic data that we amassed through our research pertained to the activities, attitudes and personalities of our target audience. The personalities of the vast majority of our target audience is that they are motivated, brimming with fresh ideas and are seeking a sense of belonging. Owing to the fact that a large population of the youth in the UAE are third-culture kids. (Sami Zatari, 2018). Having said that, their attitude and myriad activities that they engage in is laid-back and focused on excitement and spontaneity, as opposed to academic oriented.The youth in the UAE possess such traits as they lead a rather easy life, with all their wants and needs provided for and fully catered to.
Some even describe the UAE youth to be born in the “lap of riches” because of which they may not be as propelled towards meaningful pursuits or wanting to expend their efforts in acquiring knowledge or thinking critically about global affairs. Having said that, according to a report by Gulf Today, the youth are the cornerstone of UAE society and His Highness Sheikh Mohammed Bin Rashid Al Mahmoud the UAE Vice President inaugurated the Youth Center, one of the largest in the country that is built to empower the youth in their respective fields. (UAE considers youth most cherished asset, n.d.)
The product strategy refers to the roadmap of a service or product and outlines the end-to-end vision of the product and what it will become in its final stages. The strategy comprises of various sequential processes that are undertaken to effectively actualize the vision. In this case, the “product” is the debate. In light of the positioning of the event, the product strategy seeks to methodically design the sequence
of the event in a way that it is successful and caters to the audience present. The product strategy answers critical questions in the development of our debate as a ‘product’.
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This poses a question: What exactly are we selling? The ‘product’ in this case is the awareness, the influx of ideas and the information that we are disseminating to the audience as a team from the Media Impact class. As communication studies, we endeavor to package the information and relay it in a way that is easy to comprehend and absorb by all members in the audience and to ensure that the knowledge imparted, resonates with them.
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We will provide customer value (in light of the debate, the customer refers to the attendees present in the audience) by bridging the gap between their pre-existing knowledge and that which they do not know, in regard to electronic media. The vision of our group is to start the conversation revolving electronic media and to encourage people to become more intentional and mindful of electronic media usage.
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This portion of our research delves into Consumer analysis: the myriad characteristics of our audience, their demographic as well as their levels of critical consciousness.
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We are anticipating a wide array of Gen Z’s (people born between the years 1995-2015), who are predominantly our university students. A handful of Millennials (born between 1980-1994), older undergraduate students who may have started late or took breaks in the middle of their academic careers and 10% of our population is anticipated to be a mix of Gen X and Baby Boomers. Generation Z makes up the largest number of our audience demographic. According to estimates by Satish Mayya’s, (Chief Executive Officer, BPG Max) firm, there are around 1.4 million Gen Z residing in the UAE.
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Perrin (2015) has discovered in her findings that 94% of electronic media users today range from 18-29 years of age. She affirmed that electronic media initially targeted young adults and adolescents, but now all individuals make use of these myriad technology sources over the span of their lives as both a developmental and entertainment activity. In terms of our demographic age, Pascarella & Terenzi (2005) have found that electronic media does not always make the youth media illiterate.
In accordance to the results of a survey, Newspoll (2013), it was unearthed that 38.3% vehemently affirm that electronic media has a negative impact on academic performance whilst the rest claim that various media platforms help with cognitive skills and imbibing theories in a way that is creative, experiential and fun, through the usage of electronic media.
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In relation to the high per capita income of the UAE, Broadband internet connection is affordable to most residents of the country. According to a McKinsey study in 2018, Abu Dhabi ranked first among the top smart cities in the MENA region, followed by Dubai in the second place.
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Compared to other developed/developing countries of the world, UAE has one of the highest Internet & Communication Technology (ICT) adoption rates. The internet penetration rate in the country is 99 per cent, with an internet connection speed that ranks 5th worldwide. The social media penetration levels are at 99 per cent globally (Bintliff, Flynn, Sanni, Rogers & Abdin, 2019).
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According to a research by Northwestern University in Qatar (2016), UAE has an estimated 80.6 per cent of smart phone market penetration rate ("UAE's Media Landscape: An Overview - Fanack Chronicle", 2012). A UAE resident spends an average of 4.7 hours per week using their smartphones, particularly to access online videos. And 71 per cent viewers use it to watch movies through the internet (Bintliff, Flynn, Sanni, Rogers & Abdin, 2019).
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When it comes to adaptation of digital entrepreneurs in the MENA region, UAE leads in the number 1 position (Nuseir, 2018). Compared to other Arab countries, UAE is the most preferred region for digital entrepreneurs to set up business. In his paper, Nuseir (2018) provides insight into the argument that the Middle East, including UAE, is facing a lag in the use of electronic media. It is not up to the expected level as compared to the various aspects such as highest rate of sale of electronic devices and increased number of digital businesses.
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According to a survey in 2014 conducted in the UAE by TNS Global, a UK-based market research company, 86 per cent of the total respondents stated that they watch television at least once a day. This means UAE has one of the highest TV viewer rates globally. Radio is also a popular form of entertainment and news in the UAE. A survey, by Ispos Connect (2016), in the UAE found that 78 per cent of its respondents, from ages 15 and above, listen to radio channels on a daily basis. Beyond electronic media, print media also has its niche in the UAE, most of which can be accessed online nowadays. UAE has one of highest press print rates with Oxford Business Group stating that 56 per cent of UAE’s literate citizens read a newspaper every day ("UAE's Media Landscape: An Overview - Fanack Chronicle", 2012).
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A survey by Northwestern University in Qatar (2016) showed that UAE locals are vastly active on social media. With the high rate of smart phone market penetration in the UAE, social media is readily accessible to all residents.
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Source: UAE's Media Landscape: An Overview - Fanack Chronicle, 2012
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Therefore, it goes far to show that electronic media amplifies students’ academic performance, Newspoll (2013) which reflects directly on their critical consciousness. In accordance to the results of the survey, it was unearthed that 38.3% vehemently affirm that electronic media has a negative impact on academic performance whilst the rest claim that various media platforms help with cognitive skills and imbibing theories in a way that is creative, experiential and fun, through the usage of electronic media.
