Saudi Cultural Missions Theses & Dissertations
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Item Restricted Empowerment Behind the Wheel: A Qualitative Study of Saudi Women as Ride-Hailing Service Drivers in Gig Work(University of Reading, 2024) Alsaedi, Faris; Ghobadian, Abby; Heim, IrinaBackground: This qualitative study explores the unprecedented emergence of Saudi women as drivers in ride-hailing services, marking a significant societal shift in a nation long characterised by conservative gender roles. While the gig economy has been widely examined in Western contexts, its intersection with gender in regions like Saudi Arabia (SA) remains underexplored. The rise of gig work, particularly in ride-hailing services, offers a unique lens through which to examine women's empowerment in non-traditional roles within a rapidly transforming society. This study addresses the gap in understanding how Saudi women navigate the gig economy through their experiences in providing ride-hailing services and the broader implications for gender roles and mobility in the Kingdom. Aims and Objectives: The research investigates Saudi women's perspectives, attitudes, and motivations towards gig work within the male-dominated ride-hailing services, aiming to uncover how these women challenge traditional gender norms and navigate the pathways to empowerment in the public sphere. Methods: Employing a single case study approach, which involves an in-depth examination of the experiences and perspectives of female gig drivers, this research is grounded in Biosocial Construction Theory, Indigenous Institutional Theory, and sociocultural perspectives to explore the intersection of gender, culture, and economic participation. Primary data was collected through comprehensive interviews with 26 individuals, including 22 female drivers from Saudi Arabia, two government officials, and two representatives from ride-hailing companies. Document analysis was also utilised to examine policies, regulations, and media coverage of women's participation in the ride-hailing services. Findings: The study uncovers intricate narratives of agency, resistance, and negotiation, illustrating how Saudi women are actively challenging stereotypes, asserting autonomy, and redefining gender norms. While Western women often work as drivers for financial independence, Saudi women leverage these roles for self-discovery, networking, and a culturally appropriate workspace (e.g., women driving women). However, their participation remains contingent upon familial approval and is constrained by stricter societal and regulatory restrictions, such as requirements for male guardians' consent, limitations on travel distances, and rigid working hours, reflecting limited autonomy and flexibility compared to Western peers. These efforts are tempered by persistent barriers such as social stigma, regulatory challenges, and safety concerns, highlighting the ongoing struggle for gender equality in the public sphere. Contributions: This study addresses a critical gap in the literature on Saudi female drivers who participate in gig work providing ride-hailing services by: A) Theoretical Application: It significantly enriches the understanding of gender, culture, and economic participation in SA, emphasising the pivotal role of policy reforms and societal support in empowering women in gig work. It contributes to a more nuanced understanding of women's agency and empowerment within the evolving socio-political landscape of SA and underscores the importance of targeted interventions to foster inclusivity and address the systemic barriers faced by Saudi women in public and professional spheres. The application of Biosocial Construction Theory in this study adds a unique and innovative dimension by capturing the interplay between inherent gendered behaviours and societal expectations, offering a framework that can be adapted for future studies in similar contexts. B) Policy Implications: It demonstrates how governmental support for gig work in SA, in contrast to many other nations, serves as a cornerstone for facilitating women's inclusion in the workforce. This finding provides a distinctive contribution to the academic discourse on gig economies globally, highlighting the potential of tailored government initiatives to drive gender inclusivity and economic empowerment. It also offers policymakers insights into developing frameworks that balance cultural norms with progressive labour strategies. C) Practical Implications: It provides actionable recommendations for policymakers, businesses, and gig platform operators. For policymakers, it advocates designing targeted programmes to address the specific needs and challenges faced by Saudi women in gig work, such as ensuring safety measures, equitable access to resources, and flexible working conditions. For businesses, it suggests fostering a supportive organisational culture that prioritises women’s professional growth and autonomy. Ride-hailing platforms are encouraged to enhance operational policies to include training, mentorship opportunities, and incentives to retain female drivers while addressing systemic barriers. These practical implications aim to empower Saudi women economically and socially, contributing to Vision 2030's objectives of gender equality and workforce diversification.5 0Item Restricted Empowerment Behind the Wheel: A Qualitative Study of Saudi Women as Ride-Hailing Service Drivers in Gig Work(University of Reading, 2024) Alsaedi, Faris; Ghobadian, Abby; Heim, IrinaBackground: This qualitative study explores the unprecedented emergence of Saudi women as drivers in ride-hailing services, marking a significant societal shift in a nation long characterised by conservative gender roles. While the gig economy has been widely examined in Western contexts, its intersection with gender in regions like Saudi Arabia (SA) remains underexplored. The rise of gig work, particularly in ride-hailing services, offers a unique lens through which to examine women's empowerment in non-traditional roles within a rapidly transforming society. This study addresses the gap in understanding how Saudi women navigate the gig economy through their experiences in providing ride-hailing services and the broader implications for gender roles and mobility in the Kingdom. Aims and Objectives: The research investigates Saudi women's perspectives, attitudes, and motivations towards gig work within the male-dominated ride-hailing services, aiming to uncover how these women challenge traditional gender norms and navigate the pathways to empowerment in the public sphere. Methods: Employing a single case study approach, which involves an in-depth examination of the experiences and perspectives of female gig drivers, this research is grounded in Biosocial Construction Theory, Indigenous Institutional Theory, and sociocultural perspectives to explore the intersection of gender, culture, and economic participation. Primary data was collected through comprehensive interviews with 26 individuals, including 22 female drivers from Saudi Arabia, two government officials, and two representatives from ride-hailing companies. Document analysis was also utilised to examine policies, regulations, and media coverage of women's participation in the ride-hailing services. Findings: The study uncovers intricate narratives of agency, resistance, and negotiation, illustrating how Saudi women are actively challenging stereotypes, asserting autonomy, and redefining gender norms. While Western women often work as drivers for financial independence, Saudi women leverage these roles for self-discovery, networking, and a culturally appropriate workspace (e.g., women driving women). However, their participation remains contingent upon familial approval and is constrained by stricter societal and regulatory restrictions, such as requirements for male guardians' consent, limitations on travel distances, and rigid working hours, reflecting limited autonomy and flexibility compared to Western peers. These efforts are tempered by persistent barriers such as social stigma, regulatory challenges, and safety concerns, highlighting the ongoing struggle for gender equality in the public sphere. Contributions: This study addresses a critical gap in the literature on Saudi female drivers who participate in gig work providing ride-hailing services by: A) Theoretical Application: It significantly enriches the understanding of gender, culture, and economic participation in SA, emphasising the pivotal role of policy reforms and societal support in empowering women in gig work. It contributes to a more nuanced understanding of women's agency and empowerment within the evolving socio-political landscape of SA and underscores the importance of targeted interventions to foster inclusivity and address the systemic barriers faced by Saudi women in public and professional spheres. The application of Biosocial Construction Theory in this study adds a unique and innovative dimension by capturing the interplay between inherent gendered behaviours and societal expectations, offering a framework that can be adapted for future studies in similar contexts. B) Policy Implications: It demonstrates how governmental support for gig work in SA, in contrast to many other nations, serves as a cornerstone for facilitating women's inclusion in the workforce. This finding provides a distinctive contribution to the academic discourse on gig economies globally, highlighting the potential of tailored government initiatives to drive gender inclusivity and economic empowerment. It also offers policymakers insights into developing frameworks that balance cultural norms with progressive labour strategies. C) Practical Implications: It provides actionable recommendations for policymakers, businesses, and gig platform operators. For policymakers, it advocates designing targeted programmes to address the specific needs and challenges faced by Saudi women in gig work, such as ensuring safety measures, equitable access to resources, and flexible working conditions. For businesses, it suggests fostering a supportive organisational culture that prioritises women’s professional growth and autonomy. Ride-hailing platforms are encouraged to enhance operational policies to include training, mentorship opportunities, and incentives to retain female drivers while addressing systemic barriers. These practical implications aim to empower Saudi women economically and socially, contributing to Vision 2030's objectives of gender equality and workforce diversification.5 0Item Restricted Cross-Cultural Discourse Analysis of Saudi Women's Representation in British and Saudi Media: Stereotypes, and reader’s Reactions.(University of Reading, 2024-06-18) Althobiti, Mashael; Schroeter, MelaniThis thesis examines the portrayal of Saudi women in British and Saudi newspapers from April 25, 2016, to April 25, 2020. Using corpus-assisted methods and critical discourse analysis, the research delves into the impact of Saudi Vision 2030. Three corpora (British broadsheets, tabloids, and Saudi newspapers) were examined, revealing shared themes like "People," "Law and Order," and "Rights and Freedom." Positive coverage of developments such as the lifting of driving bans is observed in both British and Saudi media. However, differences emerge: British media focuses on controversies and challenges, emphasising dissent, violence, and clothing choices, potentially oversimplifying cultural nuances. In contrast, Saudi newspapers prioritise social cohesion, empowerment, and positive narratives, depicting Saudi women as active agents in society. This study emphasises the need to critically analyse media representations, promote gender equality, and challenge stereotypes. It significantly contributes to the discourse on gender representation in the media. The lack of comparative research on media representations of Saudi women constitutes a significant gap in the existing literature. In the second study, I address this scarcity by focusing on stereotypical portrayals of Saudi women in articles. This analysis involves examining a smaller sample from the main corpora, including articles from Al Riyadh, The Guardian, and The Times. To conduct a more in-depth qualitative analysis, I employ van Leeuwen's Social Actor Approach, allowing for a nuanced exploration of the portrayals of Saudi women in the selected media articles. The findings reveal distinct patterns in media representations: British media predominantly employ activated foregrounded inclusion, emphasising active roles, yet subtly reinforcing social stereotypes. British newspapers, in contrast to Saudi articles, often highlight Saudi women's activism, framing them primarily as protestors and recipients of societal change. This nuanced portrayal challenges traditional stereotypes but at the same time perpetuates certain social biases. On the other hand, Saudi articles predominantly employ activated backgrounded inclusion, depicting women as beneficiaries of external actions, although functionalization in these articles challenges prevailing Western stereotypes by highlighting influential positions held by Saudi women. Despite these nuances, the research underscores the evolving narrative around Saudi women, emphasising their multifaceted roles while also shedding light on persistent social stereotypes prevalent in British media coverage. Furthermore, the third study explores individuals' responses on Twitter to articles shared by the official accounts of @Alriyadh and @Guardian, examining whether these responses display similarities or differences across diverse social and cultural backgrounds. By applying Martin and White's Appraisal Theory, the analysis specifically focuses on attitudes towards the issues concerning Saudi women discussed in the shared articles. The findings indicate that reactions to tweets from Al-Riyadh primarily consist of appreciation, followed by judgment, and affect. Most comments express support for the reforms, demonstrating a favourable impression and response. However, conflicting responses are evident through negative appreciation and negative evaluations of human behaviour within the judgment category. Affect appears less frequently but predominantly conveys positive emotions. Similar patterns are observed in reactions to tweets from The Guardian, with positive appreciation being the most common mode of response. Negative appreciation also constitutes a substantial proportion, while the judgment category primarily manifests negative sentiments. Affect, as the least frequently employed category, underscores the prevalence of positive emotional expressions. In summary, this thesis offers a comprehensive and comparative analysis of the representation of Saudi women in British and Saudi newspapers, highlighting the implications of political and cultural transformations and the impact of different cultural/pollical perspectives on the representations of Saudi women. It challenges stereotypes and reveals women's active roles and contributions in society. Additionally, it explores individuals' responses on Twitter, indicating support for reforms and varying sentiments. The research contributes significantly to understanding evolving media representations and societal perceptions of Saudi women.10 0Item Restricted A CASE STUDY OF THE ROLE OF PUBLIC RELATIONS IN CONTRADICTING STEREOTYPES OF SAUDI WOMEN IN THE UNITED STATE’S MEDIA(The University of Southern Mississippi, 2024-08-02) Alsaidalani, Rasha; Davies, David R.This paper focuses on public relations to challenge stereotypes about Saudi women. Saudi Arabian women have been portrayed as oppressed and voiceless, traditionally, due to the difference in culture between the West and the Middle East. However, recent changes in the Kingdom of Saudi Arabia's sociocultural have brought new opportunities in education, work, and leadership for women. It examines the representation of such changes in different media in the United States through three crucial case studies: women driving, women's empowerment programs, and women's involvement in sports (Stancati & Abdulaziz, 2018). This paper works within the framework of framing theory. It discusses how differentially constituted power relations between the government's public relations campaigns and the activism sponsored by women's rights movements impact the construction of media framing regarding Saudi women. Details about this changing representation, based on copious qualitative evidence drawn from many sources, such as media coverage, official governmental documents, and activists' statements, will be presented in this research. This study provides evidence from the government and activist public relations. This has been conflictual due to international campaigns that have garnered greater diversity and sensitivity in the coverage of Saudi women. It has always seen counter-campaigns being rolled out by the government, highlighting matters of advancement in women's rights or tending to shift weight onto women's empowerment and rights. According to Wiley (2018), the media narration is, therefore, orchestrated. Although these efforts can be observed in the media, Saudi cultural and theological intricacies are being oversimplified by the United States media, but recent years have seen more balanced depictions. This dissertation identifies the point of commonality between public relations and press practice by expounding on the role and function of strategic communication in resisting stereotypes and misconceptions. It argues that more public relations are needed to put the international media in contact with a realistic and genuine vision of Saudi women.19 0Item Restricted Public Instagram Accounts of Saudi Women Public Figures in a Context of Social Change(University of North Dakota, 2024-05) Albogami, Gamra; Kalbfleisch, PamelaThis research analyzed 100 Instagram posts of ten Saudi women's public figures using a qualitative methodology to explore how their cultural and gender roles and norms are portrayed and how these portrayals align with Saudi Arabia's Vision 2030 objectives. The findings indicate that these public figures integrate traditional cultural and gender norms with contemporary norms in their online presentations. Traditional attire and familial roles are commonly showcased, underscoring the profoundly ingrained importance of cultural values in alignment with the findings in existing literature. However, there was a noticeable shift towards contemporary portrayals of identity, particularly in professional life, reflecting the evolving roles of women in Saudi society. Also, personal and social activities in their posts showed their active engagement in public life, while expressions of solidarity and support for other women reflected a community of empowerment. The analysis demonstrates that these public figures are actively contributing to the fulfillment of the Vision 2030 objectives. Through their online presence, these women contribute to a nation's transformation narrative, embodying the vision's goals of creating a vibrant society, a thriving economy, and an ambitious nation. The study enhances the public and professional understanding of gender roles and cultural identity in the context of Saudi Arabia's rapid socio-economic changes. These insights provide perspectives that could be informative for sociocultural research experts, policymakers, media and communication professionals, and academics.21 0Item Restricted “Insta-Tweet” Appeal Among Saudi Women: A Uses-and-Gratifications Perspective(St. Mary's university, 2019) Alaslani, Eman; Coley, FrancescaThe emergence of social media has changed many aspects of people’s lives as it directly impacts communication and social conscience. Social media has created new ways of providing information about social issues through peer communication, which plays an important role in user behavior. This study examined the impact of both Twitter and Instagram on Saudi women, and attempted to understand the factors driving women to use Instagram and Twitter and to be involved in social events. In this study, a qualitative method was the primary means of data collection. This study used convenience sampling. Due to limited time for research, the study involved a sample of seven Saudi women. The interviews were conducted in English and, in some cases, Arabic. The themes that emerged from the findings of the interviews: In Twitter, seeking important information, trending topics, giving space to Saudi women, increasing awareness about women rights while in Instagram the common themes were entertainment, self- presentation, Instagram itself, creativity and Saudi women. These themes served to answer the research questions that informed this study.18 0Item Restricted Environmental Portraits of Saudi Women Entrepreneurs: A Digital Ethnography Study(Saudi Digital Library, 2023-11-28) Bajandouh, Abeer Hussain; Karatzogianni, Athina; Goodwin, JohnThis thesis investigates Saudi women’s experiences as social media entrepreneurs, within the context of the Saudi national reform plan, Saudi Vision 2030 (SV2030), which defines women as labour assets and aims to “empower” them in the workforce, by analysing how they navigate the external and internal structural opportunities and constraints during the implementation of SV2030. Research about the visual representation of Saudi women at work is very limited mostly due to socio-cultural factors that preclude it. This study seeks to address this by documenting Saudi women entrepreneurs' visual representation and by determining whether it hinders or enhances their entrepreneurial activity and, by extension, their socio-economic and political standing in Saudi society. The research develops an innovative integrated theoretical framework which explains the digital visual labour of Saudi women social media entrepreneurship. In terms of methodology, this is a qualitative case study using a mix of research techniques for triangulation purposes: digital visual ethnography with online participant observation (24 Instagram accounts), including semi-structured interviews of those same research participants with the scroll-back method online, and offline via photo-elicitation with nine research participants at their workplace, as well as eight expert online interviews. The resulting three data sets were analysed thematically using deductive, inductive, and co-analysis methods. The thesis finds that on the one hand, SV2030 results in governmental support for women entrepreneurs, through resources and regulations in the mixed workplace, to achieve the formal requirement of equality. On the other hand, and crucially, practices stemming from the patriarchal system do reproduce, and still cause a lack of human and social capital. Moreover, Instagram can be beneficial, only if women have equal access, skills, agency, and visibility. Therefore, time is required, before we shall witness substantial transformational change for women in Saudi society, but important first steps are currently being made.20 0Item Restricted Assessing the Effectiveness of Educational Interventions on Breast Cancer Knowledge, Practice Uptake and Beliefs Among Adult Saudi Women: A Systematic Review(Saudi Digital Library, 2023-11-29) Sahli, Maryam; Hopkins, RuthBackground: Several systematic evaluations have examined the importance of educational interventions in promoting breast cancer screening (BCS) and reducing the incidence of breast cancer (BC). However, studies have yet to evaluate these educational interventions comprehensively among Saudi women. Aim: This review sought to systematically assess the efficacy of various educational interventions in enhancing women’s knowledge, breast self-examination (BSE) practices, and beliefs of breast cancer Screening (BCS) in different regions of the Kingdom of Saudi Arabia. Objectives: The research aimed to determine whether health education intervention programmes can increase the level of knowledge, BSE practice, and beliefs of BCS among women in Saudi Arabia and to identify the effective characteristics of these interventions in terms of the intervention’s duration, provider, strategies, theoretical framework and components (knowledge of BC, BSE uptake and health beliefs about BCS), and whether a one-component or multi-component approach is appropriate. Method: The study followed the Prospero protocol and utilised the Systematic Review guidelines and PICOSS inclusion and exclusion criteria. A comprehensive literature search used seven electronic databases: Scopus, Medline, CINHAL, EMBASA, Web of Science, ProQuest, and PsycInfo. In addition, a Google Scholar search and citation chaining from the included studies were conducted in June of 2023. Search terms were employed with AND and OR Boolean operators. Study type, intervention settings, country, region, intervention type and elements, sample size, age group, intervention duration, main finding, intervention effectiveness, data collection, delivery method, intervention sustainability, theoretical perspective (if applicable), and study limitations were described. Additionally, the Effective Public Health Practice Project (EPHPP) was used to evaluate the data quality of the included studies. The intervention strategies and study characteristics were analysed using a qualitative synthesis narrative of the included studies’ data. Results: Eleven interventional investigations were reviewed in their entirety. Multiple intervention strategies based on theory and language were primarily implemented among adult Saudi women in university and workplace contexts. The defining characteristics of the educational interventions included the provider, duration and mode of delivery. Conclusion: Most studies on the efficacy of educational interventions revealed favourable outcomes regarding Saudi women’s knowledge, BSE practice and beliefs of BCS. Thus, potential educational interventions could increase BSE practice, knowledge and ideas among Saudi women. Recommendations: The educational intervention studies included in this review had numerous limitations, including heterogeneous research designs, intervention strategies and outcome measures. Consequently, future research and policies implementing educational interventions for BC among Saudi women should consider these implications.14 0Item Restricted Saudi Female Social Media Influencers and Their Advertising Discourses: A Critical Discourse Analysis Perspective(2023) Banjar, Halah Mohammed; Adams, KarenThe vast research in advertising discourse has extensively explored commercials on traditional media such as TV and printed magazines. However, less is known about the advertising discourse on social media platforms, especially across these platforms internationally. The social contemporary phenomenon of advertising via social media platforms is increasing rapidly because of their popularity among millions of users in Saudi Arabia. This dissertation represents a first attempt to cover the existing gap in previous research in terms of media platforms and international scope. It examines advertising discourse by three Saudi female social media influencers on Snapchat. The study uses mixed methods in data collection and analysis. The data include a survey identifying three outstanding media influencers in terms of their popularity and selfpresentation as well as a total of 33 advertisements. The analytical framework employs Critical Discourse Analysis following Fairclough’s three-dimensional framework. It draws upon multimodality analysis and identity construction analysis. Findings reveal noteworthy similarities and differences among the influencers’ advertisements including linguistic features, visual aspects, and identity representation. The influencers all construct a powerful relationship with their audiences which is reflected in their informal spoken and written texts through the frequent use of Arabic pronouns (e.g., we, you, and yours) and address terms like “girls”. The results further show that the influencers display power through using different discursive strategies to persuade the audience of the value of advertised products. This dissertation’s new insights contribute in important ways to the field of advertising discourse. The researcher claims that these new findings demonstrate the value of research associated with advertising through different social media platforms in their global context. Thus, future studies should examine commercials on online media by individuals regardless of their nationality with access to the media and the skills needed to create a product line and an audience moved by their promotion styles.96 0Item Restricted Saudi Women's Abuse and Help-Seeking Experiences: A Qualitative Thematic Analysis(TRACE: Tennessee Research and Creative Exchange, 2023-05) Subiani, Shahad; Haselschwerdt, MeganIn 2013 the Saudi government established the Protection from Abuse Act, which made domestic violence (DV) a crime, as well as outlined the responsibilities of the Ministry of Human Resources and Social Development in providing reporting mechanisms. These and more societal shifts, along with the creation of the governmental family protection units (FPUs), set the stage for greater recognition of DV and more women seeking help. Though public opinion is slowly changing, DV in Saudi Arabia is still largely perceived as a private family matter (Alhabib et al., 2010). Guided by the help-seeking and change model (Liang et al., 2005), I explored how Saudi women’s help-seeking goals aligned with their help-seeking decisions. In collaboration with the Family Protection Unit (FPU), Saudi women with recent DV-related help-seeking experiences due to being subjected to physical DV by their husbands were recruited using purposive sampling. I conducted semi-structured, audio-recorded interviews with 12 women in Arabic (M = 79 minutes). Eight interviews were conducted in person, and four were held on Zoom. Data collection started in January and ended in April 2022. I followed the six analysis phases of thematic analysis (Braun & Clarke, 2006). Two main categories were identified that guided women’s help-seeking goals and experiences: (1) hoping to stop the violence and to stay in the marriage, and (2) losing hope to stop the violence and choosing to leave the marriage. Each category had distinct yet interrelated goals. Women sought help to receive counseling, gain power in marriage, receive medical attention, create a DV report, and get a divorce. Women sought help from their families and in-laws before and/or while they sought legal and formal help (e.g., from police, FPU). Several conditions influenced women’s help-seeking in general: women’s educational level, financial status, and age (individual), family-of-origin and in-law relationship and communication (interpersonal), and social norms around gender and religion (sociocultural). Additional Factors influenced women's help-seeking decisions, including DV-specific factors and the role of their families and in-laws. Findings emphasized the need to expand domestic violence prevention and intervention programs to include women’s families and extend services to a broader section of society.28 0