Sharjah:“By talking about the vital role of communication within governments and between countries, and taking it to the next level by organising the International Government Communication Forum (IGCF), Sharjah is setting an amazing example for the rest of the world, reinforcing its credentials as a vibrant cultural hub,” said Priyanka Chopra Jonas – actor, producer and activist on the opening day of the ninth edition of IGCF today (Wednesday, March 4) at Expo Centre Sharjah.  

“Bringing so many leaders from around the world to this forum to steer a conversation on what governments can do to promote cross-cultural understanding is an incredible initiative for which Sharjah ought to be lauded,” said the superstar who was guest speaker at the two-day international forum. 

Priyanka led the discussion on the role of visual media in fostering positive, cultural understanding in a session titled ‘Why Does the Screen Have so Much Impact on Public Opinion’.

“Society and entertainment are a mirror image of each other and share a symbiotic relationship,” she said, adding, “Movies today are breaking stereotypes and the entertainment industry is tremendously influential, having the ability to impact people beyond its own borders.” 

As technology and digital media platforms are making the world smaller and more interconnected, this is the best time to promote ourselves culturally, said the actor, who has starred in more than 60 films. 

“I truly believe that we have to stand our ground and dig our heels in to demand the kind of work we want to see represented. We have to go out there and put in the effort to culturally mould the roots that we come from because the world is a melting pot of cultures.”

Discussing how social media – originally intended to bring the world closer has also become a tool for negative propaganda, the superstar said, “This is an important moment in time for governments and the entertainment industry to come together to teach people about diverse cultures around the world – not the differences, but the commonalities.”

“Being different does not have to be scary; being different should pique your curiosity,” she said.

Priyanka Chopra Jonas, who has 50.2 million followers on Instagram, said celebrities around the world can use their influence to help foster greater understanding of challenging issues confronting humanity today. As a Global UNICEF Goodwill Ambassador, she described how her visit to refugee camps in Jordan and the individual stories of children and their families that she shared with her followers led to increased media coverage, sparking conversations and action around the topic.

“This is the positive power of social media. As celebrities, we are the conduit to take such messages forward and magnify the voice of the people who don’t have it. This is where our social responsibility kicks in, and we should not ignore it,” she said.

The session was moderated by Raya Abi Rached, celebrity journalist and TV presenter who is best known as the host of the Arab region's biggest celebrity movie show, MBC2's flagship Scoop With Raya, and for co-presenting blockbuster talent show, Arabs Got Talent, on MBC4.

IGCF is organised by the International Government Communication Centre (IGCC), a subsidiary of the Sharjah Government Media Bureau (SGMB), under the patronage of His Highness Sheikh Dr Sultan bin Mohamed Al Qasimi, Supreme Council Member and Ruler of Sharjah. IGCF 2020, which concludes tomorrow (Thursday), focuses on four pillars: ‘Embedding a culture of engagement in government’, ‘Technology as a community enabler’, ‘Communication through culture’, and 'Holistic wellbeing'.