Saudi Cultural Missions Theses & Dissertations
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Item Embargo TWITTER PUBLIC AND DIGITAL DIPLOMACY BY THE UNITED STATES IN SAUDI ARABIA(SANTIAGO DE COMPOSTELA, 2024) NAJMI, HUSSAIN ABDU; García, José SixtoThis thesis examines the effectiveness of U.S. public and digital diplomacy on Twitter. The research highlights significant communication challenges due to cultural and political differences. Negative comments hinder effective dialogue, underscoring the need for strategy revisions and increased engagement to improve the U.S. image. The embassy relied heavily on consensus-building strategies to promote cultural and educational relations and convey messages aligned with the U.S. vision. The second most common strategy was a media-based approach, focusing on one-way communication. The study also found that the U.S. The embassy heavily relies on hashtags to organise and classify posts on the X platform. The research found that hashtags are essential in increasing visibility and engagement with posts by facilitating their discovery and interaction. Two types of hashtags were identified: content-specific hashtags that clearly describe the topics and trending hashtags that help increase post visibility and boost likes and comments. Additionally, the embassy sometimes uses tweet threads to explain large and complex topics, such as U.S. positions on international issues or to elaborate on the history of U.S.-Saudi relations, enhancing storytelling and gradual information delivery. Regarding comments and relationship-building, the findings showed weak interaction with the embassy's posts, and most comments were negative, reflecting significant challenges in convincing the public of the messages conveyed by the U.S. Embassy. Despite the limited engagement with the embassy's posts, this may reflect dissatisfaction with certain U.S. policies among the public.66 0Item Restricted Investigating Harassment of Female Sports Journalists in Islamic Countries: An Analysis of User-Generated Content on the X Platform in Turkey and Pakistan(Rawdah Faisal Basheer, 2024) Basheer, Rawdah; Ogbebor, BinakuromoThis study explored online harassment directed at female sports journalists in Turkey and Pakistan through a content analysis of 400 tweets from Platform X. The research revealed that both Turkish and Pakistani journalists experienced significant harassment, with verbal abuse being the most common form. Notably, Pakistani journalists faced a higher frequency of threats of violence compared to their Turkish counterparts. This finding highlighted the necessity for tailored strategies to address the varying levels and types of harassment in each country. The study also identified key ideologies driving this harassment. In both Turkey and Pakistan, patriarchal norms and gender stereotypes played significant roles, but the specific ideologies differed: religious conservatism was more influential in Pakistan, while nationalistic sentiments were prominent in Turkey. These ideologies contributed to a hostile environment for female sports journalists, reinforcing gender biases and impeding progress toward gender equality in sports journalism. The research suggested that media organizations, platform providers, and policymakers must collaborate to develop and implement effective strategies. Recommendations included creating and enforcing anti-harassment policies, improving platform moderation and reporting systems, and enacting legal protections against online abuse. Future research should further investigate intervention effectiveness, explore experiences across different contexts, and analyse other social media platforms to enhance understanding and support for female journalists, aiming to advance gender equality in sports journalism.20 0Item Restricted A Multimodal Discourse Analysis of Airline Advertising in Saudi Arabia: Examining Cultural Representations(University College London, Institute Of Education, 2024-09) Binzaqr, Salem; Diamantopoulou, SophiaThis dissertation examines the interaction between cultural representation and advertising operations in Saudi Arabia by the lens of multimodal social semiotics and the kineikonic mode. With a specific emphasis on two airline companies, Flynas and Saudia. This study investigates how the advertising of these airlines communicate cultural and national discourses, specifically addressing how they strategically manage cultural taboos and sensitivities. Within the wider context of Saudi Arabia's Vision 2030, which seeks to modernise the country while preserving its cultural identity, the research is placed. By using a comprehensive multimodal study, which includes the use of the Kineikonic Mode, this research examines the visual, verbal, aural, spatial and gestural components of the chosen advertising to comprehend their influence on the formation and representation of Saudi cultural identity. The results demonstrate that both Flynas and Saudia adeptly combine aspects of tradition, such as references to Bedouin ancestry and Islamic traditions, with modern ideas of advancement and worldwide interconnectedness. This combination functions to fashion a storyline that resonates throughout various demographic segments in Saudi Arabia, therefore strengthening a feeling of nationalism and cultural immortality. In addition to reflecting the changing cultural character of the country, the advertising also contributes to it by harmonising with the goals of Vision 2030. In a continuously modernising culture, the research emphasises the need of cultural awareness in advertising and demonstrates how these multimodal approaches successfully convey complex cultural narratives. Although the application of the Four Principles of Recontextualization, which were first developed for static texts, to dynamic video material has some limits, this study offers significant insights into the influence of advertising on the formation of cultural identity in Saudi Arabia. In conclusion, the dissertation proposes that future study should enhance these results by examining a wider variety of commercials and investigating their influence on other audience groups.38 0Item Restricted The Role of Digital Public Relations in Enhancing the Reputations of Saudi Universites Among Their Taget Audience: Umm Al-Qura University As Model(2022-11-27) Hawsawi, Zuhair; Zheng, SharonCombining digital media with public relations has led to an unprecedented transformation of influence on universities. It is crucial for university public relations managers to be aware of social media activity surrounding their institutions. Reputation is crucial for universities, since it has a significant impact on the quality of the institution and determines whether a university’s target audience is satisfied or dissatisfied with its offerings, hence the significance of professional digital public relations (DPR) in sustaining universities’ reputations among their audiences. The primary purpose of this research is to enhance understanding of the role of DPR in augmenting the reputation of Saudi institutions within their target audience. Furthermore, it proposes a formal approach for dealing with incidents through DPR to enhance universities’ reputations. In addition to a comprehensive assessment of the relevant literature on DPR, actual data were collected using a structured Google Forms questionnaire and analysed as part of a case study involving Umm Al-Qura University. The study findings on the significance of DPR as a means to increase the university’s reputation were unexpected. Moreover, the university’s reputation among its audience was neutral. This study concludes by recommending that similar research be conducted, albeit by utilising a survey study across many Saudi institutions to gather comprehensive findings that contribute to boosting the reputation of Saudi universities via DPR.69 0