Development of Strategic Communication Studies: A Meta-Analysis and Review of Research

Abstract

The study examined English and Arabic digital Strategic Communication research (DSCR) to determine the state of Arab compared to English research. It found that English studies are more focused on social media, while Arab studies are lagging behind in this area. Augmented reality has influenced cultural heritage archives, but its impact on strategic communication is not extensively explored. English studies have become more theoretical, while Arab research is primarily descriptive, except for the theory of dialogue. English studies emphasize concepts like dialogue, two-way communication, e-participation, and interaction, whereas Arab studies rely on traditional mass communication theories. Quantitative approaches dominate Arab studies, but English studies have seen a decline since 2015, with a diversification towards qualitative and mixed methods. Both Arab and English studies focus on organizations in strategic communication research, but there is a need for a comprehensive perspective that includes the public's viewpoint and emphasizes public involvement.