The National Media Council, NMC, has concluded its activities at the UAE Innovation Week through the organisation of the "Media Innovation Forum".

The event, held at Bab Al Qasr Hotel, Abu Dhabi, was organised in co-operation with UAE Journalists Association to discuss the role of social media in the formation and measuring Public Opinion", with the participation of about 65 journalists.

The forum was organised in the light of NMC's efforts to promote the media sector at all avenues and develop a national media which keeps pace with the spirit of the latest developments in the field.

Dr. Mohammad Ayesh, Head of the Department of Mass Communication, College of Arts and Sciences, American University of Sharjah, participated in the forum in the presence of Mohammed Jalal Al Rayssi, Executive Director of the Emirates News Agency, WAM, Mohammad Yousuf, Chairman of the UAE Journalists Association and a number of journalists.

The gathering discussed a number of important questions about the role of social media in shaping public opinion and the mechanisms, especially in light of the great development in the number of their users.

The forum also stressed that public opinion needs time to be formulated as this kind of media inspires emotions and mobilises public opinion, as well as it enhances information and supports participation, linkages, initiatives and decisions, but it is not represent a sustainable public opinion.

Dr. Ayesh said that public opinion is formed over an extended time and is affected by a number of diverse factors such as family, education, media and community interaction and others.

The forum also reviewed through the traditional and analytical approach, the role of social media and its technological characteristics and ability to disseminate information and multimedia in an interactive way, as well as impact on the attitudes and beliefs of public opinion.