Alia A. I. Social responsibility of the media and its impact on sustainable development: A case study of the Akbarna program on Al-Masar Libyan TV.

Abstract

This study examines the impact of media, particularly television, on sustainable development. Television has long been a central medium for family and societal discourse, and with technological advancements, digital TV now offers enhanced accessibility—viewable on mobile devices anytime, anywhere, with replay capabilities for deeper message analysis. Social media platforms further empower broadcasters to gauge audience needs through direct interaction, facilitating the communication of public concerns to policymakers. Using descriptive-analytical methodology, including content analysis, in-depth interviews with the program’s team, and researcher observations, the study focuses on Akhbaruna, a widely watched news program on Libya’s Al-Massar TV. Findings reveal that media adopting development-oriented content significantly influences sustainable development by simplifying and disseminating critical information. The analysis showed that Akhbaruna covered diverse development issues: Infrastructure/services (16%), Health (15.2%), Education (14.4%), Economy (12%), followed by environment, poverty, aid, innovation, and culture. It is recommended to:  Sustain and fund successful developmental programs. Government support for developmental media initiatives, ensuring transparent information flow. Enact balanced media freedom legislation to align with development goals.