Redefining Saudi Female Identity: The Role of Social Media Influencers in Shaping Cultural Norms

Abstract

This 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.