Determinants of Iraqi Audience Interactivity with the Content of Journalistic Institution Pages via Social Media Platforms: A Field Study

Abstract

This research aims to understand the nature of the interactivity of the Iraqi audience with the content of the pages of Iraqi journalistic institutions on social media platforms, focusing on identifying the factors that affect this interactivity. Social media platforms are considered among the most prominent modern communication tools that enable journalistic institutions to reach a wide audience and interact with them directly and instantly, providing both the journalistic institution and the audience with the opportunity to build a communicative and interactive trust relationship with each other. The research relied on the survey method using a representative sample of the Iraqi audience, employing the tools of the questionnaire and the scale to apply to a sample of (384) respondents. The sample was characterized by its diversity in terms of age, educational, and social categories to ensure the comprehensiveness and accuracy of the results.

The results showed that the nature of the audience's interactivity with the content of the pages of Iraqi journalistic institutions is symbolic, meaning that the interaction is often formal or limited to simple expressions such as likes, short comments, or using other symbols expressing the users' feelings without engaging in in-depth discussions or actual participation in the dialogue. One of the determinants that affect the audience's trust in the journalistic content of these pages is their adherence to high professional journalism standards, such as accuracy in news reporting, impartiality, and transparency. Additionally, the audience's preference for content on these journalistic pages largely depends on the simplicity and clarity of the information presented, as well as presenting the content in a way that encourages interaction and participation, such as asking direct questions or organizing polls.

These results serve as effective interactive strategies for Iraqi journalistic institutions on social media platforms to enhance audience participation and increase the level of genuine and constructive interaction with their content.