Public Instagram Accounts of Saudi Women Public Figures in a Context of Social Change

Abstract

This 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.