The role of radio in community engagement in the UAE: The case of the “Direct Line” program

Abstract

This study examines the role of Sharjah Radio as a medium of community engagement and development, focusing on the case of the Direct Line program. It seeks to investigate the extent to which the station and its prime show (the Direct Line program) contribute to building and enacting public opinion and awareness in the Emirates of Sharjah and UAE in general, and eventually to social and economic development. It also aims to study community participation and audience involvement in the Direct Line program. Drawing on the development communication theory, concepts of participatory communication, and community engagement, the study uses a quantitative research method, namely a survey. A sample of around 300 Emirati citizens (adult males and females) living in the city of Sharjah was selected using the convenience sampling method. The study concludes that Sharjah Radio’s Direct Line program effectively contributes to community engagement and participation in the Emirate’s efforts to produce a positive change in the local society. The findings indicate that the program is successfully involving its audiences in proposing issues for public discussion and policy decision and consideration.