Indicators of the Image of the Iraqi Media Network Among the Baghdad Audience
Year: 2025
Type: article
Study design: Observational Study
Abstract: The present research aims to explore the mental image of the Iraqi Media Network among the Baghdad audience and determine whether this image is negative or positive in nature. The study relied on a survey methodology, incorporating both quantitative and qualitative approaches, by developing a measurement tool and distributing it to a multi-stage sample representing all areas of Baghdad, comprising (400) respondents. Additionally, focus group interviews were conducted to identify the factors contributing to the formation of the network's image among the audience. The findings revealed that the overall image held by the Baghdad audience was somewhat unclear, with a slight tendency toward negativity in certain aspects. Furthermore, the audience was largely unaware of the media outlets affiliated with the network. Most respondents reported occasional exposure to the Iraqi Media Network, primarily because it serves as a political news outlet that largely aligns with the government in most of its content. Additionally, most of its programs were found not to meet their objectives or satisfy their desires as viewers. The results also confirmed that the network's media outlets played a significant role in promoting values of tolerance and diversity among the Iraqi population while rejecting sectarianism. Moreover, the news service provided by the network was noted for its credibility, as it sources its information from reliable official channels. However, the findings indicated that the network's radio and television programs did not expose financial and administrative corruption in the country, nor did most of its programs reflect the true reality of Iraq. Furthermore, they failed to provide in-depth analysis of the issues and events unfolding in Iraq.
Language: English
Subfield: Communication
Field: Social Sciences
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W4408867359