the mental Image of cultural institutions: a survey study of the Union the Year of Writers and Authors in Iraq

Abstract

The research problem stemmed from an attempt to explore the public image held by the audiences of the General Union of writers and Authors in Iraq. The research formulated the central research question as follows: (What is the Public image of the General Union of audience)

The study aims to identify and understand the mental image the audience holds regarding the Union. To achieve this objective, researchers adopted the survey method and employed a standardised scale as a tool to measure the Union’s image. A total of 350 questionnaires were distributed to a audience of the General Union of Writers and Authors in Iraq. The study reached the following findings:

1- The overall image of the General Union of Writers Authors in Iraq was found to be positive, as the weighted arithmetic mean of the positive items regarding the effectiveness of communication between the Union and its audience (2.71).

 2- The weighted arithmetic mean of the positive items concerning audience satisfaction with the content of the Union’s staff was (2.78).

 3 - The weighted arithmetic mean of the positive items related to the audience‘s trust in the credibility of the information provided by the Union’s was (2.71).

All of these values exceed the hypothetical mean indicating that the public image of the Union is perceived positively.