The Analysis of the Media Façade in Dubai for Community Invigoration

  • Chuloh Jung
  • Nahla Al Qassimi
  • Jihad Awad

Abstract

In Dubai, the media façade as promotional tool is not unprecedented. Government and developers in Dubai, however, start regarding media façades as communication tools instead of advertising tool. This study focuses on a comprehensive analysis of the elements of the media facade in six media facades projects in Dubai to analyse the publicness of the media facade for community invigoration for users via 300 participants POE (Post Occupancy Evaluation). As a result of satisfaction analysis of six targeted sites, the viewing factor was the highest, followed by hardware, technology, and content factors. As a result of the comparative analysis, the content factor was shown to be the lowest in the satisfaction level, and it is judged that the publicness for community invigoration of the media facade can be maximized by improving the level of the contents factor and the variables. The digitization of Dubai in the 21st century is accelerating, and digital infrastructure is needed for physical spaces. The media facade plays a central role, suggesting a new paradigm for improving the function and quality of urban context and public spaces. It is necessary, therefore, to discuss the social interests, not just the technical part of the media facade. As part of its social interests, this paper had explored the publicness for community invigoration.

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Published
2021-09-01
How to Cite
JUNG, Chuloh; AL QASSIMI, Nahla; AWAD, Jihad. The Analysis of the Media Façade in Dubai for Community Invigoration. International Journal of Advanced Research in Engineering Innovation, [S.l.], v. 3, n. 3, p. 1-17, sep. 2021. Available at: <https://myjms.mohe.gov.my/index.php/ijarei/article/view/15029>. Date accessed: 25 oct. 2021.
Section
Articles