Dubai Fitness Challenge

        The Dubai fitness challenge is one of the most hyped events in 2018 that also make this city the most active city in the world. Under this challenge, all of the residents required to take part in 30 minutes of exercise for 30 days. The Dubai fitness challenge is initiate by the crown prince sheikh Hamden bin Mohammad. The Dubai fitness challenge last for 30 days and the main aim of the Dubai fitness challenge is to take the Dubai city one step closer to the fitness. During this thirty day of Dubai fitness challenge all of the residents of Dubai from children to old age people take part in the exercise. In this research paper there would be discussion of the whole coverage of Dubai fitness challenge and what are the communication theories best suited the nature of the event. The two communication theories that applies in the Dubai fitness challenge are agenda setting theory and framing theory of communication (Kristjansson, 2013).

The agenda setting theory describes the influence of media on the lives of masses and tell them about the issues that are important. The major aim of the agenda setting theory is to create awareness of the masses and make them understand the role of media. The other communication theory that can be applied in the event is framing that is also related with the goal setting theory, the framing main focus on the outcomes of the issues rather than the topic. The framing means that the media focus on different event and that than gives meaning to them. The framing in the media is majorly deal with the cause and effects of a particular event (Neuman, Guggenheim, S. Mo Jang, & Bae, 2014).

 About 786,000 residents from all ages took part on the Dubai fitness challenge. All in all it was a successful event as far as the fitness awareness of the people is concern. Because of the positive results of the event the government of Dubai decided to run this event second time also. In this research paper primary as well as secondary resources are used to evaluate the whole event coverage and key aspects of the event concerning two theories agenda setting theory and framing theory of communication (Veil, Buehner, & Palenchar, 2011).

Research Objectives

Following are the main objectives of the research study.

·         To understand the key media issues of the Dubai fitness challenge.

·         To study the communication theories that can applies in the Dubai fitness challenge.

·         To evaluate the coverage and media aspects of the Dubai fitness challenge.

·         To understand the event influence and impact on the residents.

Research Questions

Following are the main objectives of the research study.

·         What are the key media issues of the Dubai fitness challenge?

·         How the communication theories can applies in the Dubai fitness challenge?

·         What are the coverage and media aspects of the Dubai fitness challenge?

·         What is the event influence and impact on the residents?

Scope of Study

The research at hand focus on the Dubai fitness challenge and its media impacts on the masses. This research is a good contribution to the media field as it discusses many media aspects of the event and communication theories that can best applies to the event at hand. As this research is using the primary data collection method, that would make this research wok more authentic.  As the research is valid so in the future the researchers and academics can use this research to support their literatures about the media and communication theories.

Literature Review of Dubai Fitness Challenge

According to the research conducted by (Veil, Buehner, & Palenchar, 2011) it is reviewed that the advancements in the technology are renovating the ways crisis managed by researchers and professionals, cooperate with, view and circulate information to particular publics in a situation of crisis. The mobile phone evolution and other technologies of the mobile, Internet access, and digital video and computers equipment are redesigning the framework of communications network and the methods of communicating with each other. An Internet study found about 1/3 (31%) of adults online are consuming platforms for example social networking sites, blogs, text messaging, portable digital and online video devices. These are the media platforms with little cost or free opportunities for information, expression of ideas and judgment; they compromise more chances to connect and new paths for worldwide outreach of communication about any event or condition (Veil, Buehner, & Palenchar, 2011).

The Social media is a primary way of human communication, holding participation characteristics, conversation, openness, connectedness and community. New technology of media permits individuals to become online sources of knowledge ‘insights, sharing opinions, perspectives and experiences. The Information consumers are concurrently sponsors of information, thus offering the source for media generated by the user. The crisis news can be shared, approaching millions of individuals without the dominant journalist’s presence. The news related to the word of mouth is extremely significant and even supposed as more dependable as compare with the conventional media in some cases. The social media also used to support organizations in ensuing best performs in crisis and risk communication. In reality, a numberless of profits exist with respect to better crises and risks management. The direct access among organizations and consumers allows for squishing the rumors (Veil, Buehner, & Palenchar, 2011).

According to the research conducted by (Neuman, Guggenheim, S. Mo Jang, & Bae, 2014) it is reviewed that the resulting expressive and digital exposure behaviors (for example tweets) are theoretically available for direct investigation with significant results for the communication theory formulation.  The big data is used to discover framing and attention in the social and traditional media for twenty nine political matters throughout 2012.  It is found that the agenda setting theory of communication for all of these issues is not a one-way arrangement from traditional media to masses, but it is a dynamic and complex interaction. Even though the attentional dynamics of social and traditional media are connected, indication recommends that the attention rhythms in both reply to an important point to different percussionists (Neuman, Guggenheim, S. Mo Jang, & Bae, 2014).

In the developing digital media world and connected publics, the changing aspects of issue plans are becoming more multifaceted. Prominently, as social and traditional media are online they are likewise available to the analysis of time-series. Refined investigates of dynamics are not very much difficult to conduct that its shortage may lead to be overlooked. The expression “big data” appears to be infectious on as a general tag for analyses and data of this general type. Early supporters of these guidelines, though are very enthusiasm and maybe a bit of missionary passion, are normally well conscious of the numerous biases and limitations of these data collection method and admit that these new opportunities of research will accompaniment and enlarge, rather than exchange, more outdated methods (Neuman, Guggenheim, S. Mo Jang, & Bae, 2014).

 The prominent issue in this domain is that systems of big data in the public communication naturally generate that more numbers of conceptions of patterns and graphs related to trends and it outcome in the specialists may be unconsciously seduced into dependence on report rather than the testing of the theory. Distractions aside, parallel time-series analysis of big data offers a critical test of extant and developing theories related to public attention and public opinion. In the communication of media the Agenda-setting theory meets with the big data.

According to the research conducted by (Aldoory & Grunig, 2012) it is reviewed that the in case of the Hot-issue communities normally connect enthusiastically only with a single issue that includes closely everybody in the populace and that has got widespread coverage of media. Publics of the hot -issue supposed to arise when an activating event happens, for example a coincidence, controversy, or crisis media. Hot-issue publics, nevertheless, likely to disperse after coverage of media of issues decreases. This research paper addresses the degree to which governments need relations with publics in hot-issue or that they required just to deal with crisis media coverage at the period when it happens. Under this study about ninety qualitative discussions were conducted in 7 years with people regarding about some of hot issues.

Under this literature it is recommend that many of the public’s hot-issue do not turn out to be dynamic publics but they continue to be aware after the problem gets less attention. Therefore, administrations need to use crisis communication philosophies to nurture a temporary relationship with publics of hot-issue and to remain longer-term association with now public with more awareness. In constraints terms, there was indication that lowered the media coverage constraints of communicative for some contributors from aware and latent publics. Some of the participants also likely to take part in personal performances for the self-preservation that is related with psychology of the individuals effectively the communication medium.  An absence of self-efficacy was the greatest joint aim for high restraint gratitude. In wide-ranging, contributors had confused opinions but strong arrogances regarding hot issues.

According to the research conducted by (Schultz, Utz, & Göritz, 2011) it is reviewed that the value changes and the quick media innovations emergence (social web, internet) in community lead to a crisis communication institutionalization, in which particularly media perform a central role (Schultz, Utz, & Göritz, 2011). The main contributions of literature comprise refocusing and deepening the theoretic crisis communication fundamentals by analyzing experimentally the impact of social-media and traditional strategies on recipients’ observations of standing; and by examining the crisis or effects reactions on recipients’ secondary communications concerning crisis ( for example information sharing and leaving message) and responses ( for example inclination to boycott). The outcomes specified that the standard matters more than the communication. For all 3 dependent methods – reputation, secondary reactions and crisis communication – core possessions of medium happened, while the communication had just an important influence on secondary reactions to the event crisis (Schultz, Utz, & Göritz, 2011).

According to the research conducted by Borah, P. (2011), it is reviewed that the growing and large body of the literature related to the studies of the framing which has been emerged ion the several recent years according to the ranges of the academic and discipline domains. From critical’’ studies and ‘‘cognitive, constructionist Framing research draws on literature as cognitive linguistics, psychology, economics, ‘‘sociology, communication’’ and media studies and political science. For the creativity, the numerous theories have been discussed as well as the paradigmatic   diversity is also leading to various comprehensive view for the process of the framing (Borah, 2011).

Therefore the decrease in the operationalization and clear conceptualizations which have been led towards the research framing for using the synonymously according to the approaches of the research which is distinctly different. Additionally, there are various theoretical positions and different approaches which are not often related to these key points. There are various problems which have been pointed out by the scholars in the framing research, but no systematic examination has been observed for the published literature (Borah, 2011). 

These all debates are considered as the dominant because it is identified by the several scholars for the certain studies according to their relevant problems and it is also observed that there is the lack of the research in certain areas such as the production of the frame. It doesn’t require any systematic examination of the literature, and it can be used for grasping the various extent of the problems (Borah, 2011).

As depicted in the studies of the Conway, B. A., Kenski, K., & Wang, D. (2015), it is reviewed that the social media has a great impact on the landscape of the political communication and there are the several presentable studies for discussing this topic. Nowadays scholars are struggling for understanding the various effects of the social media on the agenda-setting of the various types.  The incorporation of social media has been investigated by the much researcher for the campaign package. The complex relationship among the issues in traditional media and n topics “trending” in the Twitter-sphere has been also examined. The particular topic is related to the extent to which campaigns and parties are mostly related to the several news of the outlets for providing the content for the regular post of the Twitter which is used for choosing the communication for the unique agenda which is used for predicting the content of the media. Twitter has been heavily used in the first presidential election (Conway, 2015).

Hypothesis

Following are the hypothesis of the research study.

Ha0: Agenda setting theory and framing theory of communication can applies in the Dubai fitness challenge.

Ha1: Agenda setting theory and framing theory of communication cannot applies in the Dubai fitness challenge.

Hb0: The coverage of media about the Dubai fitness challenge event was much hyped.

Hb1: The coverage of media about the Dubai fitness challenge event was not much hyped.

Hc0: This event have a framing have an effect on the minds of the residents in the Dubai.

Hc1: This event have a framing not have an effect on the minds of the residents in the Dubai.

Methodology of Dubai Fitness Challenge

Research Design

Sample Design

The Primary data is also use in the media event research. The overall source  of the data was a said to be interviews with media persons. A questions in the intreview would consist of distinct numeral of questions. The major object to generate the interviews with media persons was to examine the how the journalist and media persons approch the Dubai fitness challenge and if the commuication medium use by the media have any impavct of the events spreading. From a sample size of arbitrarily selected 7 media persons and journalist response to the of the research study interview questions.

Sample selection:

The collection of sample was complete depended on method for decision making the sample. The size of the sample get hold was approximately 7 media persons. The sample of 7 people were chosen and asks interview questions on voluntary basis. For the investigate, there were 3 females and 4 males that provide their answer to the researchers.

Software:

For this research study, the software of SPSS is chosen to go into the data, to examine the data, carry out analysis and to recognize the suitable results regarding quantitative data research.  For the qualitative study the software NVIVO was worn.

Data collection methods

There are many methods for collecting the data but it’s necessary to designing or deciding the instrument of the research for collecting the data. Here researchers have discussed numerous sources by which data can be collected. These sources are Interviews and observations. The researcher conduct this research study by using telephonic call personal contact by mailing send the interviews to journal media journal from the .

The survey and interviews are little bit tough and time consuming procedure of the data collection whenever telephonic calls and emailing is best source and less time consuming that’s why the researcher used this source to collecting the data. Researcher has met to the manger personally to whom he can contact for filling this questionnaire. Where he cannot go email sent to the mangers and receives the responses via email. In this exploratory research the researcher followed a interviews method under a quantitative approach (Kristjansson, 2013).

Limitation of Research

Research, along with a research study knows that sufficient literature review is not available for confirmation and optional information regarding the work done in my particular interests’ few subjects. The way of solving this opportunity is continuing deep look and analysis on an internet for white papers, insightful research’s online stores and materials related to work along with particular diaries. The research would start circulating incomplete as well as fundamental variants of a research study so that specific measures of open target could be checked that either it is being completed totally or not and either the accuracy of work exist or not. it can be expressed that basing researcher’s examination in bigger size of example could have made outcomes more precisely. The test measure’s significance is very much noteworthy in the quantitative examinations that contrast with the subjective investigations

Findings and Analysis 

From the evaluation of the event and its different aspects it is analyzed that the It is analyzed that the in the media the hot-issue publics, likely to disperse after coverage of media of issues decreases. Literature it is recommend that many of the public’s hot-issue do not turn out to be dynamic publics but they continue to be aware after the problem gets less attention. In constraints terms, there was indication that lowered the media coverage constraints of communicative for some contributors from aware and latent publics. There are various problems which have been pointed out by the scholars in the framing research, but no systematic examination has been observed for the published literature. The incorporation of social media has been investigated by the much researcher for the campaign package.

For the Dubai fitness challenge there is the use of the two communication theories; those theories are agenda setting theory as well as the framing theory of communication. However, the framing means that there are the media which focuses on the different event, in this theory there is the major deal for the different media. In this theory there are cause and effects that are concerned regarding the particular event. Framing theory are more focused about the future because there are more values that are given to the literatures regarding the media. After the time of phone evolution example, internet access, mobile, digital video etc. another theory that is agenda setting theory of communication based on the collecting the information which can be related to the consumers. This theory focus on sponsor of information and can also be one-way arrangement.   

  The distraction of the big data is aside , and parallel to the time series that refers the critical test of the extant as well as the theories are developing that are related for the public attention along with the public opinion. The setting of the Agenda framing theory as well as communication theory is applied for the fitness challenges in Dubai. Regarding to the event fitness challenges that covers the media was so much hyped. The agenda of setting in the communication theory is supported by the Dubai fitness challenges due to the various cases for the incentive for a public. The objective of the government as well as the initiative prince crown to create the Dubai for the most active people.

Discussion of Dubai Fitness Challenge

All of the hypothesis in this research showed the positive results. In hypothesis 1 the relationship between variable is positive, so it can be said that Agenda setting theory and framing theory of communication can applies in the Dubai fitness challenge.  It is also found by evaluating the results of the research study that the in hypothesis 2 the relationship between variable is positive, so it is true that the coverage of media about the Dubai fitness challenge event was much hyped (Aldoory & Grunig, 2012). From the analysis of the Dubai fitness challenge event, it is evaluated that the event have very huge media coverage because of the involvement of enormous amount of general public and government figures.  In case of the hypothesis the relationship between the variables are also positive and it is can be said that this event have a framing have an effect on the minds of the residents in the Dubai (Veil, Buehner, & Palenchar, 2011).

  It is also found that the two of the theory of communication agenda setting theory and framing can be implemented in the evaluation of the event. The Dubai fitness challenge is likely to support agenda setting theory of communication because in this case the main motivation for the public was the goal set by the government and the initiative of crown prince. The Dubai fitness challenge also support the framing theory of communication by change the mind of people about the gym and exercise (Neuman, Guggenheim, S. Mo Jang, & Bae, 2014).

Conclusion and Recommendations on Dubai Fitness Challenge

Summing up the discussion it can be said that the thirty days of Dubai fitness challenge all of the residents of Dubai from children to old age people take part in the exercise. The two communication theories that applies in the Dubai fitness challenge are agenda setting theory and framing theory of communication. The framing means that the media focus on different event and that than gives meaning to them. The framing in the media is majorly deal with the cause and effects of a particular event. The research is valid so in the future the researchers and academics can use this research to support their literatures about the media. The phone evolution and other technologies of the mobile, Internet access, and digital video and computers equipment are redesigning the framework of communications network.

The Information consumers are concurrently sponsoring of information, thus offering the source for media generated by the user. It is found that the agenda setting theory of communication for all of these issues is not a one-way arrangement from traditional media to masses. Distractions aside, parallel time-series analysis of big data offers a critical test of extant and developing theories related to public attention and public opinion. Agenda setting theory and framing theory of communication can applies in the Dubai fitness challenge. The coverage of media about the Dubai fitness challenge event was much hyped. This event has a framing have an effect on the minds of the residents in the Dubai. The Dubai fitness challenge is always supporting the agenda setting theory of communication because in this case the key incentive for the public was the objective set by the government and the initiative of crown prince to make the Dubai most active people in the world.

References

Aldoory, L., & Grunig, J. E. (2012). The Rise and Fall of Hot-Issue Publics: Relationships that Develop From Media Coverage of Events and Crises. International Journal of Strategic, 93-108.

Borah, P. (2011). Conceptual Issues in Framing Theory: A Systematic Examination of a Decade’s Literature. Journal of Communication, , 61(2), 246–263.

Conway, B. A. (2015). The Rise of Twitter in the Political Campaign: Searching for Intermedia Agenda-Setting Effects in the Presidential Primary. Journal of Computer-Mediated Communication, , 20(4), 363–380.

Kristjansson, A. L. (2013). Data collection procedures for school‐based surveys among adolescents: The Youth in Europe Study. Journal of school health,, 83(9), 662-667.

Neuman, W. R., Guggenheim, L., S. Mo Jang, & Bae, S. Y. (2014). The Dynamics of Public Attention: Agenda-Setting Theory Meets Big Data. Journal of Communication , 193–214.

Schultz, F., Utz, S., & Göritz, A. (2011). Is the medium the message? Perceptions of and reactions to crisis communication via twitter, blogs and traditional media. Public Relations Review, 20–27.

Veil, S. R., Buehner, T., & Palenchar, M. J. (2011). A Work-In-Process Literature Review: Incorporating Social Media in Risk and Crisis Communication. Journal of Contingencies and Crisis Management, 19(2), 111-122.