UAE Leaders Highlight Role of Influencers in Building Awareness

Abdulla bin Mohammed bin Butti Al Hamed, Chairman of the UAE National Media Office and the UAE Media Council, emphasised the critical role of content creators and social influencers in shaping public awareness. He noted that influencers reflect the UAE’s authentic values, strengthen the nation’s reputation, and enhance its positive image globally.

During the Al Ameen Forum session on media in the digital age, Al Hamed highlighted the importance of harnessing influencers to build a national narrative. He stressed that this approach showcases the UAE’s developmental model, blending tradition and modernity, while making culture a tool for creating awareness rather than consuming content superficially.

Al Hamed expressed appreciation to H.H. Sheikh Ahmed bin Mohammed bin Rashid Al Maktoum for his patronage of the forum. He noted the platform strengthens partnerships between individuals and institutions, promotes social responsibility, and supports national unity amid rapid digital and cultural transformations.

One key theme discussed was the transition of culture and knowledge from elites to the public domain. Al Hamed highlighted how social influencers have become opinion leaders capable of shaping generational awareness, guiding thought, and influencing behaviour in society.

While acknowledging the opportunities influencers bring, Al Hamed cautioned that their power comes with responsibility. Influence can enlighten when used ethically but mislead when divorced from credibility and cultural values. He underlined that influencers are partners in development, promoting health, environment, and social awareness.

Al Hamed warned against fast-paced, entertainment-driven content that lacks educational or cultural substance. He stressed cultivating digital awareness that balances speed with quality, reinforces values, and strengthens social cohesion.

He emphasized the need for an integrated framework connecting culture, media, and society. Effective integration between traditional media and social influencers ensures consistency in messaging, builds public trust, and expands the positive influence of media on society.

Concluding his session, Al Hamed stated that influencers should be guided by values, not algorithms. True influencers leave a positive impact beyond follower counts, acting as partners in societal development rather than mere content producers.

Al Hamed reaffirmed that protecting society starts with awareness. Media and culture serve as the first line of defence, and content creation should be channeled to strengthen social cohesion, trust, and national values, making digital platforms a force for positive change.