The Life Center for Media Production and Media Training presents the role of media in changing Sudanese values and behaviors at the General Administration of Culture and Information in Shendi Locality
⭕ Media in Sudan plays a vital role in changing values and behaviors, especially with rapid developments in technology and information. A training course in this regard was organized by the Life Center in cooperation with the Media Center, which addressed the importance of training media executives as a basis for developing the media message. Dr Randa Siddiq highlighted the need to renew media terminology to keep pace with this development. Dr. Hatem Al-Sheikh also highlighted the importance of in-depth knowledge of the identity of Sudanese society to achieve effective influence through the media.
⭕ Media training is considered an essential element in building the capacities of media executives. This helps improve their skills and understanding of the relationship between media and social values. It also helps media professionals in their professional development and raises their awareness of the importance of the media message and its impact on societal behavior. Additionally, the training enhances the ability of media professionals to deal with complex issues and qualifies them to deliver content in line with audience requirements. These steps are considered necessary to form Sudanese media that meet the aspirations of society.
⭕ Media plays an important role in shaping social values and behaviors by conveying influential messages and information. The media helps to disseminate culture and raise awareness of the importance of values such as generosity and hospitality that characterize Sudanese society. Through media campaigns, positive values can be promoted and individuals encouraged to put them into practice in their daily lives. This in turn leads to the strengthening of Sudanese cultural identity. Media is a powerful tool to achieve this desired change.
⭕ The first lecture was presented by Professor Al-Moatasem Ibrahim Ahmed Ali, Chairman of the Board of Trustees of Shendi University, and he mentioned in the opening of his speech that
The Sudanese character is characterized by generosity and hospitality, and this is what Professor Al-Muatasem highlighted in his lecture. Many experiences were reviewed, highlighting the uniqueness of the Sudanese personality among diaspora communities. Studies show that Sudanese values play a major role in shaping a personality known for patience and struggle. Understanding these characteristics helps the media present a positive image of Sudan to other communities. This is what helps to strengthen pride in national identity.
⭕ The conversation continued until reaching the characteristics of the Sudanese personality and Sudanese identity as an integral part of the media discourse, as it constitutes the basis on which the media relies to connect with the public. The media can highlight many issues related to identity, contributing to mutual understanding and respect. A strong identity helps reinforce authenticity and distinction within Sudanese society. Through media platforms, anecdotal experiences that reflect the richness of Sudanese culture can be shared. This pushes towards the integration of values into the media message.
⭕ In light of the social and economic challenges facing Sudan, the media can play an important role in solving these problems. This role is to raise public awareness of societal issues and promote the spirit of cooperation and cohesion. Strong media can be the voice of all those who do not have one, helping to promote human values. Media campaigns also motivate the public to participate on important issues. All these factors contribute to the stability and development of Sudanese society.
⭕ The history of media in Sudan has seen remarkable changes over the decades, which confirms the important role that culture plays in its development. Sudanese culture was able to be integrated into the media message, which helped to reinforce traditional values. Over time, media have responded to changes in society, preserving rich cultural heritage. Appreciating this history enhances understanding of the impact of media on Sudanese society. The media must be committed to preserving this rich culture.
⭕ Current societal issues require effective communication between the public and the media. Building trust and interacting with the community improves understanding of issues and promotes positive dialogue. The media helps to highlight important issues and share the results of research and studies. Creating platforms for dialogue and debate is essential to achieve this communication. This can help raise awareness of local issues and promote positive change.
