Saudi Cultural Missions Theses & Dissertations
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Item Open Access Redefining Saudi Female Identity: The Role of Social Media Influencers in Shaping Cultural Norms(City, University of London, 2024-09) Hakami, Assma; Patel, SusmiThis dissertation investigates the transformation and the impact of social media on the cultural identity of young Saudi women, particularly through the lens of Social Cognitive Theory (SCT) and the concepts of Wishful Identification and Parasocial Relationships (PSRs). This research concentrates on how Saudi female influencers on Instagram are challenging traditional norms and cultivating a hybrid identity that balances both cultural heritage and modern values. Utilizing a triangulation of data collection approaches, including Netnography and semi-structured interviews, this study investigates the role of these microcelebrities in shaping the career aspirations, lifestyle choices, and social behaviors of their followers. The findings reveal that these influencers significantly contribute to the redefinition of Saudi female identity by promoting entrepreneurial mindsets and progressive lifestyles, while still respecting cultural traditions. By using the Social Cognitive theory, Parasocial Relations and Wishful Identification, the research examined the psychological mechanisms behind this influence, demonstrating how frequent exposure to and engagement with influencer content leads to the internalization of new cultural norms. The research concluded with three emergent themes that contextualized the cultural shifts in Saudi female identity.42 0Item Restricted Examining the Effects of the Globalization of English on the Cultural Identity of University Level Students in Saudi Arabia(Saudi Digital Library, 2023-12-01) Alkroud, Sarah; Solano, Victor GuillenAfter the announcement of Vision 2030, English has become an increasingly dominant language in Saudi Arabia and is now the language of choice for many aspects of everyday life. As the language of international business, education, and communication, English has had a major influence on the way people communicate, interact, and construct their cultural identity. As a result, there is a need to explore how English as a global language has affected the cultural identities of Saudis, and how it may have potentially impacted their sense of cultural belonging. This study investigates the effects of the globalization of English on the cultural identity of university level students in Saudi Arabia. Through a qualitative phenomenological approach, this study employs semi-structured interviews on a sample of 6 participants. The primary objective of this study is to understand participants' perspectives and feelings towards the globalization of English and how it may have influenced their sense of cultural identity. Additionally, the study investigates participants' attitudes towards English-speaking cultures and the spread of the English language, aiming to uncover the relationship between their attitudes towards Saudi and English-speaking cultures and how these factors shape their cultural identity as Saudi individuals. The findings of this study illustrate that there is a potential effect on cultural identity, depending on the age of acquisition, method of acquisition, and affiliation with culture. The limitations in this study were in the generalizability of its findings due to the small sample size. In addition, the findings of this study are potentially culture specific. Therefore, further research on a sample of different cultural backgrounds is encouraged. Moreover, the complexity of the concepts investigated, in addition to the language boundaries, limited the findings of this study.28 0Item Restricted The Impact of Social Media on Saudi Cultural Identity: Applied Study on the Population of the Eastern Province of Saudi Arabia(Saudi Digital Library, 2023-11-09) Shareef, Lujain; Killick, EvanThis dissertation examined the influence of social media on Saudi cultural identity. It used a descriptive methodology by surveying 242 people in the Eastern Province of Saudi Arabia and interviewing ten specialists. The main objective was to examine how social media affects Saudi cultural values and traditions. According to other studies, social media helps preserve culture and promotes foreign values that could conflict with regional rules. Most participants in this study agreed that social media had influenced Saudi cultural identity by disseminating novel habits and rituals. The main positive results were promoting tourism and eliminating cultural stereotypes about Saudi Arabia. Social media has brought unfamiliar events like Halloween and New Year parties and new phenomena such as imitating social media celebrities. The ease of social media's reach and use, lack of control, and social engagement in social media applications are crucial elements that make it possible to have cultural consequences. The recommendations emphasised heritage advocacy, cultural education for youth, parental supervision of children's media use, and government actions to police inappropriate online content. Although social media has affected Saudi culture, this dissertation showed that efforts made in unison between individuals, schools, and governments can reduce dangers and maximise the advantages of the impact of social media on Saudi cultural identity.184 0