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الاتصال الحدثي في المؤسسات الجزائرية - التقنيات والآليات - مؤسسة موبليس نموذجاhttps://www.univ-soukahras.dz/en/publication/article/2257 |
عرايبية محمد كريم (2020) الاتصال الحدثي في المؤسسات الجزائرية - التقنيات والآليات - مؤسسة موبليس نموذجا. جامعة محمد الشريف مساعدية سوق أهراس |
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Abstract
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Institutional events are a tradition that has taken place within the framework of the strategies of institutions within an interactive system that preserves its position and image audience. Indeed, the effectiveness of institutions lies in their way of communicating with the masses and eliminating barriers by establishing trust ties and long lasting relationships with the public. The environment of the institution is changing profoundly because of several contexts, including historical, cultural, political, and technological and others. In the light of these contexts event communication has become a strategic data concerned with the competitiveness over supply and demand and its engagement in communication activities, mainly public relations, then events, as an integrated whole that the institution seeks to achieve its short and long term goals and objectives through it.
Event communication is an important type of communication that affects the target audience, both internal and external, and in accordance with the institution's objectives and policies, because it improves and highlights a positive image of it in front of its audience. The elements of the event communication are: the event communicator, the messages and the communication content, the means of event communication, the public of the event communication, the objectives of the event communication and the echo or effect measurement. These elements work in interactional way to serve two basic dimensions, one of them is institutional linked to the organizational process of the institution and the other one is promotional associated with the product and the service or the brand.
The event communication depends on the techniques which are a practical combination between the methods, the means and the equipments used in the process of conception and embodiment of the event during its different stages as the basis of its success and the understanding of the relationship between the event communicator on the one hand and the recipient on the other hand. The event communication techniques and mechanisms have proven their usefulness for the communication of the institution with its audience. Therefore, specific techniques must be chosen precisely in accordance with mechanisms, devices and equipment used to embody each technology chosen during events of the institution.
The idea of the study is to investigate the subject of event communication in the Algerian institutions, in particular the telecommunications sector, which is one of the critical sectors since it interconnects individuals and groups inside and outside the institutions on one hand, and its independence as a sector on event communication in many of its communication activities on the other hand. The institution named “Mobilis” is a sample used as an attempt to answer the main question: What are the techniques and mechanisms used by “Mobilis” in its practice of event communication? And the sub-questions aimed mainly to: identify the different event communication techniques adopted in “Mobilis”, the selection of criteria and the extent
of its employment, and identify all the implementation mechanisms that ensure the success of the selected technique, and also trying to highlight the different difficulties that encountered the realization of event communication in “Mobilis”.
Methodologically speaking, the study is based on the survey method which is one of the descriptive studies. Within the framework of the approach, the two methods of comprehensive survey are used with the managers in “Mobilis” and the sample survey is used on the public of the event organized by “Mobilis” in 10 states. The field study was from February 2016 to May 2019, and it is based on several research tools and the questionnaire is the basic tool of the study. The study is targeting towards two categories: the internal public category and the other relates to the external public. The non-coded interview is also used to discover the reality of event communication from the managers of “Mobilis”. The simple observation is used during the exploratory visits to the general headquarter of “Mobilis”, and certain regional directorates and their most important centers (Annaba, Souk Ahras, Setif, Bejaia, Constantine) to discover the most important communication interactions within the institution concerning the events and how it is organized. It was necessary to rely on two types of sampling, the complete survey of the internal public of 45 managers and officials of “Mobilis”. As for the external public, the scalloped pull on 108 subjects.
The study concluded a number of results, the most important ones are:
“Mobilis” relies in its event communication on several techniques which differ depending on the organizer of the event, the target audience and the desired objective of the communication process. Fairs, the launch of a new product and sponsorship are at the top of the list of the most used techniques by “Mobilis”. The study recorded a strong relationship between the specificity of the region and the rates of use of event communication techniques.
The study also revealed that the event communication mechanisms evolve with the change of the chosen technique. One of the most important mechanisms used are: decorations, photography, video, digital aids, traditional communication media, and logistical resources.
As for the event communication difficulties in “Mobilis”, the study noted the following difficulties: poor programming of the events’ date and place, low participation of valuable participants and lack of impact measurement of any used technique and its mechanisms.
The study provides a number of recommendations mainly it stresses the need to follow and measure the events organized by an institution through the different stages of the event by: creating departments for communication events at the level of all regional departments of “Mobilis” and not limited to general headquarter with assigning the mission of monitoring and measuring to experts in event communication.
In conclusion, the study emphasizes that the event communication is an urgent necessity which must be applied and dispersed to all Algerian institutions so that the institutional event lasts in the memory of the institution record and in the memory of the associated public.
Résumé
Information
Item Type: | Thesis |
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Divisions: | |
ePrint ID: | 2257 |
Date Deposited: | 2020-07-08 |
Further Information: | Google Scholar |
URI: | https://www.univ-soukahras.dz/en/publication/article/2257 |
BibTex
@phdthesis{uniusa2257,
title={الاتصال الحدثي في المؤسسات الجزائرية - التقنيات والآليات - مؤسسة موبليس نموذجا},
author={عرايبية محمد كريم},
year={2020},
school={جامعة محمد الشريف مساعدية سوق أهراس}
}
title={الاتصال الحدثي في المؤسسات الجزائرية - التقنيات والآليات - مؤسسة موبليس نموذجا},
author={عرايبية محمد كريم},
year={2020},
school={جامعة محمد الشريف مساعدية سوق أهراس}
}