Abstract:
This study addressed the role of media in enhancing the culture from the Point of View fine. For the importance of preserving the identity of Sudan in order to preserve the civilized heritage through marketing and documentation of the Sudanese cultural products .
The study aimed to identify the objectives and the philosophy of Rashid Diyab Center in addressing the cultural issues (formal and conceptual) and its interactive and different influences on targeted public, to envaluate such issues ; also to know the role of media cadres and experts in dealing with those issues.
The study tried to answer questions mainly about : the type and size of public relations programs that implemented during the period from 2011 – 2014, the researcher used the historical and descriptive method , and adopted a questionnaire and interview , beside simple and intended observations, , the case study was in Khartoum State Rashid Diyab Center for Arts .
The study has achieved few results emphasizing that there was a deficiency in the effectiveness of the media in Rashid Diyab Center which caused by : short in media cadres, lack of enough fund to implement the cultural programs, the issues and programs were unable to cover all sectors in Sudanese community rather they were focused on the local community, also the Center considered the size of the subject but not its quality and this, in turns, insured that the religious , dramatic , scientific , ideological topics were absent though they have been observed as main variables in the contemporary life.
The study came up with few recommendations such as: to establish satellite channel to focus particularly on Sudanese folks and culture; to take care of professional, practical and scientific training for cadres who work in media and cultural fields; to support cultural organizations financially; and beside the moral support by the official competent, to clarify the correct meaning of public relations and cultural concepts and applied them in the Sudanese contemporary society.
