English Abstract
Abstract:
Digital communication methods are widely embraced and highly interactive among users. Numerous organizations have initiated diverse activities, including raising awareness, advertising, and engaging the public with these communication messages, thereby achieving their objectives in a unique manner.
This study aimed to explore the influence of digital communication methods on promoting traffic culture and awareness. It sought to identify the most commonly used digital communication channels by the General Directorate of Traffic among the public and their role in promoting traffic culture and enhancing awareness. Furthermore, the study aimed to uncover the opportunities and challenges encountered by the public in using digital communication channels for traffic awareness and culture. The study was grounded in the theory of media dependency, which focuses on examining the influence stemming from the media. This research explores the reciprocal relationship between individuals and digital communication platforms and the consequent impact of this interdependence on awareness and traffic culture.
This study adopted a quantitative methodology to gather, interpret, and analyze data utilizing a questionnaire tool. The sample comprised 439 individuals from the digital communication audience, citizens, and residents of the Kingdom of Bahrain, selected through simple random sampling. After ensuring validity and reliability through established procedures, the data underwent statistical analysis using the Statistical Package for the Social Sciences (SPSS).
The study found that WhatsApp and Instagram are among the most commonly utilized digital communication platforms overall. Specifically, the ETRAFFIC application and the Instagram account of the General Directorate of Traffic are highly favored by the public, according to the study. These platforms have significantly contributed to bolstering traffic culture and awareness. The opportunities offered by these channels include their capacity to swiftly disseminate traffic information and introduce regulations without hindrance. Moreover, they have facilitated numerous traffic-related transactions and streamlined the process of engaging with their content. Despite encountering challenges, such as limitations, they do not significantly impede the advantages these platforms offer.
