Noura Al Kaabi, Minister of Culture and Knowledge Development, Chairperson of Abu Dhabi Media. Image Credit: Ahmed Ramzan/ Gulf News

Dubai: Build reliable content requires hard work, and good media practices result in a huge pay-off: it protects the people from rumours and fake news, a senior official said.

On Monday, the UAE media’s continuous support of the country’s vision and various political and social positions in the region came in for high praise at the Emirati Media Forum.

“The UAE must focus on creating and supporting Emirati media stars and influencers to ensure the construction of reliable content that protects the Emirati people from rumours and false news,” said Noura Al Kaabi, Minister of Culture and Knowledge Development, chairperson of Abu Dhabi Media at the during the session ‘Media Innovation ... Future vision.’

Honest, reliable content

Calling on media outlets in the UAE to continue their efforts in creating honest and reliable content, Al Kaabi emphasised the need for principles when delivering news to an audience.

“I am proud of the media in the UAE, and I am proud of the new Emirati generation and youth and how they have stood in the forefront of preventing false news that can distort the country’s image,” added Al Kaabi.

She referred to the UAE as a home for local, Arab and international media outlets, highlighting content as the main factor behind their success.

“Collaborating with media institutions is essential for a sustainable future. The new online platforms are great evidence that content can cross borders and reach audiences around the world,” said Al Kaabi.

She also referred to online ads spreading negative and fake news, pointing out that media outlets should be wary of this trend — and must promote ethical practices among Emirati youth.

Al Kaabi stressed on the importance of reaching audiences and “creating a direct bond” with them.

“Audiences won’t follow a medium on its own, rather, content is what will be followed,” she said.

Discussing social media stars and influencers that “are born at home” through channels such as Snapchat and Instagram, Al Kaabi highlighted the need to support Emirati stars who represent the UAE to the rest of the world.

Meanwhile, Shaikh Sultan Ahmad Al Jaber, Minister of State and Chairman of the Board, National Media Council, discussed the need to focus on creativity in media content — including form, image, and language.

He discussed the importance of spreading reliable news in all languages to reach people of different cultures in the UAE before reaching those abroad.

“The UAE’s media strategy depends on credibility, transparency, clarity, and facts — it supports the country’s future and its various positions,” said Shaikh Sultan.

He referred to the country’s local media as “very strong,” acknowledging their role in the last two years during various conflicts in the region.

“Without the media’s support, quick response, and common sense in all issues regarding the UAE and the region, we couldn’t have crossed this stage,” said Shaikh Sultan.

Media integration

He also discussed the need for integration, highlighting the importance of merging traditional and modern media to maximise the country’s interests.

Shaikh Sultan called on all news and media organisations to support Emirati youth to use their talent and creativity to form a successful future for the UAE.

“I want to thank the youth for their participation in this field, and their national spirit. We must continue to support them as they are our hope for the future, and what our leadership’s vision is about,” he said.

Shaikh Sultan also referred to the importance in adopting technological advancements, pointing out the youth are the most capable in using and grasping these technologies that will help advance the UAE.

“There is clear communication between all media organisations in the UAE. They have one goal and work as one team to enhance the country’s image inside and out,” he added.