الأطر الإعلامية في الخطاب الرسمي الرقمي

Abstract

Abstract

This study aimed to examine the media framing in official digital discourse through an analysis of the content published on the Hakomitna platform, in order to identify the nature of the media treatments used in presenting news and issues. The researcher sought to achieve several objectives, including identifying the most prominent types of news, detecting the dominant media frames, analyzing the language, images, and digital media accompanying the platform’s content, and determining the main actors and the targeted audience. The study adopted the content analysis method, whereby a sample of 255 posts published on the platform between March 1 and May 30, 2025 was analyzed. The findings revealed that the platform relied heavily on the positive frame (86.7%), with the negative frame absent. Service-related news ranked first (45.2%), followed by political news (30.2%), while economic and security issues received limited attention. The platform made frequent use of official images (44%) and graphics and videos (29.2%), with the government being the sole source of discourse (100%). Furthermore, the platform primarily targeted the domestic audience (87.4%), aiming to reinforce political legitimacy internally.