The Communicative Frameworks of Public Relations for Promoting Social Integration from the Perspective of the Dialogue Theory A Descriptive Study of the Official YouTube Platform of the Iraqi Presidency

Abstract

Interactive dialogue constitutes an advanced axis for managing public relations (PRs) in shaping communication messages. This approach is strengthened when the Management is earnest in facilitating dialogue through such communication, particularly in enhancing the individual’s social integration. The study addresses the issue through the primary question: What are the areas focused on by the communicative activities of the PRs Management of the Iraqi Presidency in opening channels of dialogue with the public to enhance the individual’s role in community building via its official YouTube channel?
The importance of the study lies in the utilization of interactive communication methods by the Public Relations Management (PRsM) through dialogue, contributing to developing new practices for improving content management strategies in PRs. Moreover, the study emphasizes the necessity of exploring this theory and its applications in community building. The research employs a descriptive approach, qualitatively analyzing the content presented on the official YouTube channel of the Iraqi Presidency. Although qualitative methods underpin the research, content analysis provides sufficient data to achieve its objectives.
The study concludes that the PRsM of the Iraqi Presidency primarily focuses on its assigned and executive tasks, directed towards reinforcing the Presidency's authority as an official entity. This focus diverges from societal concerns and the citizen’s role in fostering communal coexistence and enhancing integration. Furthermore, the Management neglects the dialogue aspect with the audience, emphasizing one-way communication. Despite allowing viewer comments, the communicative message does not reflect interest in audience feedback. The study finds that the principles of the dialogue theory were not applied. This research differs from previous studies in its hypotheses and outcomes, suggesting the adoption of scientifically grounded frameworks of the dialogue theory to support cultural integration and societal security to build secure communities.