Department of Communication and Media
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- ItemBranding hospitals on social media through health professionals(Equinox Publishing Ltd, 2019) Aguerrebere, Pablo MedinaHospitals are facing a constantly changing context in which patients are becoming more demanding, public health education initiatives are regarded as increasingly important and hospital business models have to take account of constantly developing medical technologies. In order to better interact with internal and external stakeholders, hospitals try to reinforce their corporate communication strategies as well as their brand reputation by means that include using social media platforms. This literature review paper aims to better understand why health professionals have the potential to play a key role in hospitals’ branding initiatives through social media. First, I report the findings from studies of concepts related to corporate communication, branding and the connection between social media and personal branding; and, second, I propose a communication model – what I call the PMA branding model – to help hospitals build a brand reputation based on health professionals’ participation in corporate communication initiatives led by hospitals on social media. The paper concludes by showing that the PMA branding model consists of organisational tools based on a rigorous methodology that will help health professionals participate in branding initiatives led by the hospital through these platforms. Copyright © 2020 Equinox Publishing Ltd.
- ItemCompressed feature vector-based effective object recognition model in detection of COVID-19(Elsevier B.V., 2022-02) Chen, Chao; Mao, Jinhong; Liu, Xinzhi; Tan, Yi; Abaido, Ghada M; Alsayed, Hamdy
- ItemCOVID-19: Virus or Viral Conspiracy Theories?(BiomedGrid LLC, 2020-03-16) Abaido, Ghada M.; Takshe, Aseel A.A novel coronavirus called SARS-CoV2 has attracted considerable attention in the past three months, unlike its sisters the Middle East Respiratory Syndrome (MERS) and Severe Acute Respiratory Syndrome (SARS), and the disease it causes has been termed “coronavirus disease 2019” (COVID-19). The mortality rate of COVID-19, however, is lesser than that of SARS and MERS. Then why does COVID-19 seem to be a scarier pandemic than any before? Is it a serious virus outbreak or a sort of violence that has perpetrated across communities? The outbreak of the virus itself feels like it’s happening in your own home. This article attempts to understand the reasons for the widespread attention received by COVID-19. To do so, it briefly presents what is known so far about the SARS-CoV2 virus. After that, it explores whether the media has played a role in the widespread and perhaps exaggerated attention directed at COVID-19. At the dawn of 2020, several pneumonia cases were reported in the city of Wuhan, China, that were caused by a novel coronavirus.
- ItemCyberbullying on social media platforms among university students in the United Arab Emirates(Routledge, 2020-12-31) Abaido, Ghada M.With the increased utilization of the internet and social media platforms, it is not surprising that youth are using these tools to inflict harm upon each other. Previous studies have outlined the negative impacts of cyberbullying, yet few research studies have been conducted in Arab communities examining its different forms and characteristics. Reporting incidents of cyberbullying is also a big problem, considering the social and cultural constraints of these societies. The purpose of this paper is to explore the pervasiveness of cyberbullying among university students in an Arab community, its nature and venues, and their attitudes towards reporting cyberbullying in contrast to remaining silent. Data were collected from 200 students in the UAE. 91% of the study sample confirmed the existence of acts of cyberbullying on social media with Instagram (55.5%) and Facebook (38%) in the lead. Calls for smartphone applications, stricter legal actions and proactive measures are discussed. © 2020, © 2020 The Author(s). Published by Informa UK Limited, trading as Taylor & Francis Group.
- ItemDigital Reputation Management in American Cancer Hospitals: A Proposed Model(Polish Communication Association, 2022-03) Aguerrebere, Pablo Medina; Medina, Eva; Pacanowski, Toni GonzalezCancer patients face complicated situations from an emotional, social and physical perspective. Hospitals help them through implementing corporate communication initiatives based on social media platforms. This win-win relationship allows hospitals to reinforce their brand reputation. This paper aims to better understand how cancer hospitals manage social media platforms for enhancing their brand as well as their relationships with stakeholders. To do that, we carried out a literature review about corporate communication in health organizations, as well as a content analysis about how the top 100 American cancer hospitals managed their corporate website as well as their corporate profile on Facebook, Twitter and YouTube for branding initiatives. Finally, we proposed the Reb Model for Branding Cancer Hospitals. We concluded that thanks to social media, cancer hospitals can reinforce their brand because these platforms allow them to promote human values, improve their internal processes and become a true source of scientific information. © 2022 Polish Communication Association. All rights reserved.
- ItemExploring Youths’ Perceptions Of (In)Tolerance In The United Arab Emirates(Gyandhara International Academic Publications, 2020-05) Abaido, Ghada M.Purpose of the study: This paper aims to explore how youth perceive the meaning of social, cultural, and religious tolerance in the United Arab Emirates as a multicultural, multi-ethnic society. Methodology: Data were collected using a survey conducted with 400 participants from different nationalities living and studying in UAE universities representing over 40 different nationalities. Main Findings: The study reveals that the roots of tolerance have historically been embedded in the UAE through various societal, geographic, religious, and economic factors. Findings revealed that 70.5 % of the sample expressed the belief that the UAE is a relatively tolerant society, whereas 29.5% believe that more efforts need to be made to instill values of tolerance, inclusion and acceptance. Surprisingly, more than half the respondents (53.5%) stated that they were unaware of the existence of a Ministry of Tolerance in the UAE. Implications: The topic of tolerance and intolerance has been a research area of interest in several countries but rarely raised in the Arab region. Many misconceptions have surrounded the meaning of tolerance especially in a region that has witnessed several social and political turbulences. Originality/Novelty of the study: Limited or no studies have been conducted towards understanding and conceptualizing tolerance in the Middle East and Gulf Cooperation Council societies. Since 2019 was announced as the Year of Tolerance, it was significant to investigate this nationwide initiative and its impact on the 200 different nationalities living in the UAE. © Abaido.
- ItemGovernment failure or irresponsible residents? Framing Detroit’s water shutoffs before and during the COVID-19 pandemic(SAGE Publications Ltd, 2022-03) Mesmer, Kelsey; Frazier, Darryl; Burgess, ScottThis content analysis of news stories about the Detroit water shutoffs sought to understand how the ongoing water crisis is framed in local Detroit newspapers—as a human rights issue, or in relation to the city’s financial burden. Using a deductive framing approach, we paid special attention to the frames used within stories and whether articles contained context related to the water shutoffs, specifically about health implications. We paid particular attention to how the focus on health implications changed in response to the COVID-19 pandemic in 2020. Results showed that stories about the water shutoffs often included an economic consequences and responsibility frame which put the blame for the water shutoffs on the city’s government and simultaneously called for the city to step up and fix the problem. Very few news articles focused on the human element of the story, with only a small fraction of the stories including the voices of residents living with no water or focusing on the health implications for those without running water in their homes. These findings led us to make strategic recommendations for reporters covering the water shutoffs in Detroit and similar areas. © 2022 NOND of AEJMC.
- ItemGuardians of humanity: how angels are portrayed in Islam(PalArch Foundation, 2021) Abaido, Ghada M.; Attaweya, Passant G.The concept of angels is pivotal and holds a very strong place in Islam. This is because faith in the unseen world that Allah created is an essential element and one of the six articles of faith. A Muslim’s faith would be deemed incomplete without a belief in the existence of angels and other articles of faith such as the belief in Allah, his holy book, all his prophets and messengers, in the day of judgement and in fate and destiny. Believing in such transcendental and metaphysical beings has been a vital characteristic of faith, not just in Islam but in various other religions as well. While angels perform crucial roles in Islam and act as the messengers between the human realm and the unseen world, their perception remains of an enigmatic and obscure nature to many. Through readings of previous literature and the Holy Quran, this research paper discusses and analyses the concept of angels in Islam. In doing so, it aims to specify several aspects of angels—creation, characteristics, duties, names—many of which have been subject to confusion. © 2021 Ghada M. Abaido, Passant G. Attaweya.
- ItemHere’s What to Know About Clickbait: Effects of Image, Headline and Editing on Audience Attitudes(Routledge, 2020-07-16) Vultee, Fred; Burgess, G. Scott; Frazier, Darryl; Mesmer, KelseyThis experimental study examines responses to three features of news practice: headline style, selection of illustrations, and level of processing applied to the text. The strongest influence on perceptions of quality or credibility come from editing, though the use of stock illustrations has an independent effect on perceptions of writing quality, and the presence of editing also influences whether traditional or clickbait headlines are associated with better memory for story details. News use, Internet use, news source and field of study also influence outcomes. © 2020, © 2020 Informa UK Limited, trading as Taylor & Francis Group.
- ItemHospital brand promotion through interpersonal communication maintained by health professionals on social media(Blanquerna School of Communication and International Relations, 2019) Aguerrebere, Pablo MedinaThe implementation of social media as a corporate communication tool, the new demands of patients, and greater competition between hospitals have led these organizations to rethink their communication strategies. The creation of a reputed brand that helps an organization to reinforce its strategic positioning in the health market has become a strategic priority for all hospitals. This literature review paper aims to analyze the impact on hospital brand construction of the interpersonal communication between health professionals and the organization's stakeholders in social media. This paper proposes a model of brand building based on the interpersonal communication carried out by these professionals in social media, and concludes that hospitals that want to build a reputed brand must take economic and management measures, implement communication plans and promote collaboration between health professionals and corporate communication experts. © 2019 Blanquerna School of Communication and International Relations. All rights reserved.
- ItemOnline reputation management by cancer hospitals: A systematic literature review in the USA and Spain(El Profesional de la Informacion, 2020) Medina-Aguerrebere, Pablo; Gonzalez-Pacanowski, Toni; Medina, EvaCancer hospitals manage social media platforms in a professional way to improve their relationships with internal and external stakeholders and reinforce their corporate brand. To do so, they need their health professionals to be involved: these professionals become brand ambassadors able to influence society. Nevertheless, they face different challenges: legal issues, new patients’ demands, privacy-related matters, or the difficulty of disseminating scientific content. This literature review paper analyzes how cancer hospitals manage their social media platforms to improve their reputation. To do this, we carry out a systematic literature review focused on papers published in the USA and Spain, based on the Salsa framework proposed by Grant and Booth (2009). We then define an online corporate communication model allowing cancer hospitals to improve their reputation through Facebook, Twitter, and YouTube (MedPac Model for Building Cancer Hospital Brands). The paper concludes that this model is useful for cancer hospitals because it prioritizes persons (brand ambassadors) rather than companies, focuses on scientific and emotional content rather than business information, and is based on human values. © 2020, El Profesional de la Informacion. All rights reserved.
- ItemPost-traumatic Mental and Physical Consequences of Frontline Reporting in the MENA Region(Bentham Science Publishers, 2022) Chadli, Lakhdar; Haq, Farooq Muhammad; Okasha, Ahmed; Attou, RafikBackground: A current need in journalistic frontline work is to understand the potential psychological and physical traumatic consequences that may result from on-duty appointments. Journalists are active in frontline zones to report on conflicts, crises, and natural disasters. In the Middle East and North Africa (MENA) region, reporters are not equipped or trained mentally or emotionally to handle stressful events. Most journalists suffer from certain degrees of post-traumatic mental and physical disorders associated with their frontline duties. Objective: The objective of this exploratory study is to provide comprehensive insights into challenges faced by journalists reporting in conflict zones in the MENA region. Methods: This research study is based on a qualitative research approach where data was collected by directly interviewing eight journalists who have covered frontline conflicts and disasters in the MENA region. The collected qualitative data was analysed by conducting a thematic analysis to appreciate emerging categories. The ontology of critical realism was adopted to recognise the real feelings and experiences of the responding journalists. Results: This original study presents six themes emerging from the data and researcher triangulation. The health and social issues in MENA are found to be most critical for high-risk reporting. Conclusion: Amidst the psychological and physical problems, all journalists did not give up their jobs or ask for privileges. Media houses could consider a more robust training plan based on health and safety to prepare these journalists. © 2022 Chadli et al.
- ItemPromoting Health Brands through Social Media. A Quantitative Analysis about the World’s Best Cancer Hospitals(Servicio de Publicaciones de la Universidad de Navarra, 2022) Aguerrebere, Pablo Medina; Medina, Eva; Pacanowski, Toni GonzálezCancer hospitals enforce different initiatives to accelerate digital transformation, such as mobile health or artificial intelligence. Nevertheless, some health professionals are not willing to adopt these technologies. In order to change some employees’ perspectives, these hospitals resort to social media platforms. This paper aims to evaluate how the worlds’ best cancer hospitals manage social media platforms, as well as their corporate website, with the aim of disseminating brand-related content and reinforce their reputation. Therefore, we reviewed literature on cancer hospitals’ corporate communication strategies, brand, social media platforms and online patient communities. We then resorted to 48 quantitative indicators to analyze how the 200 best cancer hospitals in the world managed Facebook, Twitter and YouTube, as well as their corporate website, for branding purposes. In order to identify the 200 best hospitals, we explored the World’s Best Specialized Hospitals 2021, an annual ranking published by Newsweek and Statista. The 48 indicators covered different elements concerning the hospitals’ identity and communication activities, as well as patient engagement on social media platforms. Our quantitative analysis proved that most cancer hospitals had a corporate website (70.5%) as well as a profile on Facebook (74%), Twitter (74.5%) and YouTube (67.5%). Nevertheless, most of them did not respect the 48 key performance indicators. Finally, we proposed three main conclusions: a) cancer hospitals should establish a Corporate Communication Department employing different experts in communication, health and big data; b) they should promote an integrated corporate communication approach; and c) they should implement brand ambassador programmes. © 2022 Communication & Society ISSN 0214-0039 E ISSN 2386-7876.
- ItemResearch on a reference signal optimisation algorithm for indoor Bluetooth positioning(Sciendo, 2021) Luo, Heng; Hu, Xinyu; Zou, Youmin; Jing, Xinglei; Song, Chengyi; Ni, QidongGPS has a sharp performance decline in terms of accuracy indoors due to the complex building structure. A combined algorithm, targeting at received signal strength indication (RSSI) calibration optimisation, depending on deep neural network training via input vector Γ and the target output vector ψ, termed reference signal optimisation algorithm (RSOA) is proposed to improve the positioning accuracy in the indoor Bluetooth positioning networks. Experimental results show that the relative error of the proposed RSOA between the estimated results and the measured ones can reach as low as 0.2%, and the absolute errors can be reduced to 0.13 m at most within 10 m. © 2021 Heng Luo et al., published by Sciendo 2021.
- ItemThe role of social networks in brand communication in Canadian hospitals(University of Toronto Press Inc., 2018-09) Aguerrebere, Pablo MedinaThe development of communication technologies, patient demands and organizational changes require hospitals to build a renowned brand that help the organization to develop its strategic positioning. In this context, social media represent a strategic opportunity. This paper aims to analyse the real impact of social media in the branding communication of Canadian hospitals. To do this, we carried out a literature review about corporate communication; and, then we evaluated the use of social media as a corporate communication tool by the 100 best hospitals in Canada. This paper concludes that hospital communication on social media must respect three pillars: a) promote the audiovisual language, b) analyse the relations between publications and the increase of followers and c) work in a multidisciplinary way. © 2019 The Canadian Journal of Information and Library Science.
- ItemTechnology-Enabled Learning (TEL): YouTube as a Ubiquitous Learning Aid(World Scientific Publishing Co. Pte Ltd, 2020-03-01) Mady, Mohamed Ahmed; Baadel, SaidThe use of social networks such as Facebook, Twitter, and YouTube in the society has become ubiquitous. The advent of communication technologies alongside other unification trends and notions such as media convergence and digital content allow the users of the social network to integrate these networks in their everyday life. There have been several attempts in the literature to investigate and explain the use of social networks such as Facebook and WhatsApp by university students in the Arab region. However, little research has been done on how university students utilise online audiovisual materials in their academic activities in the UAE. This research aims to elucidate the use of YouTube as a learning aid for university students in the UAE. We adopt the technology acceptance model (TAM) as the theoretical framework for this investigation. A quantitative methodology is employed to answer the research question. Primary data consisting of 221 correspondents were analysed, covering patterns of using YouTube as an academic audiovisual learning aid. Statistical techniques including descriptive, correlations, regression tests were used to analyse the data. The study concluded that students use YouTube as a learning tool for their academic studies and enriching their general knowledge; and there is a positive relationship between the use of YouTube videos in academic settings and the students' overall performance. This study can shed light for teachers, curriculum designers, government entities, and other stakeholders on how to best utilise and integrate the online technology - YouTube - as a learning aid. © 2020 World Scientific Publishing Co.
- ItemThe emerging ‘alternative’ journalism paradigm: Arab journalists and online news(Intellect Ltd., 2016-11-01) Douai, Aziz; Ben Moussa, Mohamed
- ItemTwitter’s impact in building reputed hospital brands in USA(Obercom, 2020) Aguerrebere, Pablo MedinaSocial media have become a strategic tool for hospitals interested in boosting their corporate communication and achieving several organizational objectives such as improving patient's engagement or reinforcing their own corporate reputation. These platforms help hospitals adapt their communication strategies to a new context (new patients' demands, increasing competition between health organizations, development of health technologies, etc.). This paper aims to analyse Twitter's impact in branding initiatives led by hospitals. To do that, we carried out a literature review about corporate communication, branding and social media; and then, we analysed Twitter's corporate profiles of the best US hospitals in the treatment of oncological diseases. This paper concludes that hospitals interested in effectively using Twitter as a corporate communication tool for branding initiatives need to carry out a strategic reflection before launching any initiative on this platform, improve Twitter's integration with other social media platforms and mobile applications, and facilitate better collaborations between health professionals and communication experts. © 2020 Obercom. All rights reserved.