Health Communication Administration in Health Crises in Saudi Arabia (The Case of COVID, 1999-2021)

Abstract

This study examines the role of health communication during the COVID-19 pandemic in the Kingdom of Saudi Arabia, with particular emphasis on the influence of mass media especially social media on public perceptions and behaviors. The findings reveal that a high proportion of individuals actively followed media coverage of the crisis, with a significant positive correlation between media exposure and satisfaction with crisis management. A mixed-methods approach was employed, combining quantitative and qualitative tools. A structured questionnaire was administered to 380 participants across five major regions of the country, and in-depth interviews were conducted with key officials from the Ministry of Health and the Ministry of Media. Research instruments were rigorously validated, and data were analyzed using SPSS statistical software. The results highlight the substantial impact of media exposure particularly through social platforms on shaping individual risk perception. However, several challenges were identified, including the dissemination of sensitive or inaccurate information, limited institutional communication resources, and the absence of coordinated crisis response strategies. Accordingly, the study proposes strategic recommendations, including the development of ethical communication protocols, strengthening institutional capacities, and establishing integrated emergency communication units. This research contributes to the growing field of health communication, particularly within the Arab context, and provides a valuable foundation for future academic and institutional advancements in managing communication during public health emergencies.