Emirati Youth Selection of National Service Information Sources in the United Arab Emirates

ABSTRACT: This study identified information sources on national service used by Emirati male youths since these sources could shape the views of recruits and the formation of positive or negative attitudes towards the service. It also compared the information sources used with future sources that youths intend to access that would reveal emergent information disseminators. Questionnaires were administered to 179 Emirati male participants distributed across three demographic groups. Results showed that across groups, Institutional sources were least selected while Social sources were most used. Moreover, older youths’ main information sources were Social; limited to family members and close social contacts whereas younger youths’ sources were wider; including Social and Institutional sources. It also found that youths would rely on both Social and Institutional sources in future information-seeking behavior and the Military Recruiter is an emergent information disseminator for all groups. These findings could be used to develop advertising strategies and public awareness campaigns that promote the relevance of national service to youths and the Emirati community that could ensure sustainability of the program.

KEYWORDS -Emirati youths, information sources, national service, social network analysis, United Arab Emirates.