The Key Role of Media and Businesses in Helping Regional Societies Navigate Modern-Day Storms

Abstract

As the region remains exposed to Western winds and local storms and as social structures remain relatively weak, Middle Eastern societies are left disconcerted, facing unprecedented challenges. It is in this context that the business community can play a game-changing role, turning challenges into opportunities by factoring in dimensions that are attuned to the needs of their environment and those of their stakeholders. With media being an entrenched member of the social fabric, affecting society (and vice versa), the changes in regional societies are mirrored in the media landscape and are affecting the relationship between businesses and media. Many pertinent questions present themselves. How can the regional media and business community work together to navigate the changes in society and direct them towards a brighter future for the region and its people? What role can businesses and media play to scale sustainable solutions? How can both players join forces and contribute to the well-being of society? How can media help the business scene become a powerful force for social change? The chapter explores the ways in which businesses can harness the opportunities and resources at hand to create greater business value and at the same time effect pervasive and positive change in society. The chapter also tackles the media’s noble role in putting societies on a genuinely sustainable path.