Can entertainment usher change? Popular actors and media personalities to debate the issue at IGCF 2021

Empathy created by great storytelling can be fuel for positive action. For instance, a 2006 study found that the iconic 2004 film, The Day After Tomorrow, had evoked a sense of responsibility for the environment among its viewers, making them realise the need to change their consumption patterns in order to protect nature.

Empathy created by great storytelling can be fuel for positive action. For instance, a 2006 study found that the iconic 2004 film, The Day After Tomorrow, had evoked a sense of responsibility for the environment among its viewers, making them realise the need to change their consumption patterns in order to protect nature.

Building on this finding, a key session titled ‘Viewer versus Entertainment: Who is Watching Who?’ to be held on September 27^th  at the 10th edition of the International Government Communication Forum (IGCF 2021), will discuss the efficacy of utilising entertainment content to raise public awareness, and how government communication departments can effectively use such content in all its forms to influence people's behaviour and establish positive lifestyle practices. 

To be moderated by veteran Syrian journalist Zeina Yazigi, lead anchor at Asharq News, the eminent speakers at the session include Syrian actor Abed Fahed, son of Syrian singer George Fahd, and winner of the Golden Award for Best Actor at the Cairo Art Festival for his roles in the television series, Al Haggag and Al Thaher Pepars; Asil Omran, Saudi Arabian actress and singer who gained fame on the talent show Gulf Stars and went on to star in TV shows including Netflix's Black Crows, What If, Qabel Lil Kaser, and Harun Al Rashid; and Ali Ghamloush, Head of Originals at Shahid, MBC Group.

The session will focus on identifying recreational communication and its impact on society; how  government communication agencies can utilise entertainment content to communicate vital messages; including the art forms that can be most effective in influencing positive cultural change.

IGCF is organised by the International Government Communication Centre (IGCC), a subsidiary of the Sharjah Government Media Bureau (SGMB), under the patronage of His Highness Sheikh Dr Sultan bin Mohamed Al Qasimi, Supreme Council Member and Ruler of Sharjah. The upcoming edition is taking place on September 26 – 27, 2021, at Expo Centre Sharjah and will run under the theme 'Historic lessons, Future ambitions'.