Defense Date
2025
Document Type
Dissertation
Degree Name
Doctor of Philosophy
Department
Media, Art, and Text
First Advisor
Marcus Messner
Second Advisor
Rohan Kalyan
Third Advisor
Oliver Speck
Fourth Advisor
Aloni Hill
Abstract
This study investigated how Saudi government public relations accounts on X influence Saudi youth perceptions of Vision 2030 as a national brand. It aimed to determine whether exposure to official digital communication strengthens awareness, national pride, and engagement among youth audiences, and to evaluate how message alignment, interactivity, and credibility shape their perceptions and participation. The research relied on two theoretical frameworks. Agenda Setting Theory explains how repeated exposure to official content influences public priorities, while Nation Branding Theory examines how state-led communication shapes national identity, legitimacy, and public attachment to national transformation initiatives.
A mixed methods sequential explanatory design supported the achievement of the study objectives. The quantitative phase used an online survey completed by 400 Saudi youth aged 18 to 35 from both local universities and Saudi students studying in the United States. The qualitative phase included semi-structured interviews with ten participants selected from the survey pool to provide deeper interpretations of the patterns identified in the quantitative results. Quantitative analysis explored relationships between exposure to government communication, perception, engagement behavior, and national pride. Qualitative analysis used a thematic approach to identify recurring meanings that illustrated how youth interpret and experience Vision 2030 communication on X.
The results showed that youth hold strong awareness of Vision 2030, positive perceptions of government communication efforts, and a high sense of national pride associated with official messaging. Message alignment with youth aspirations played an important role in shaping perception and emotional connection. Youth who interacted more frequently with official content tended to express stronger attachment and identification with Vision 2030. Differences appeared between participants inside Saudi Arabia and those living abroad, with domestic students showing higher levels of behavioral engagement and international students demonstrating wider interpretive diversity. The qualitative findings identified four core themes. Empowerment, national pride, digital participation, and cautious trust highlighted how youth view Vision 2030 as both a personal and collective reform initiative that connects individual ambition with national progress.
The integration of both data strands confirmed strong convergence between numerical and narrative evidence. The findings showed that youth feel emotionally connected to Vision 2030 but may limit behavioral participation because of cultural expectations and limited opportunities for dialogic engagement on official platforms. Most of the proposed hypotheses were supported, affirming that government digital communication plays an important role in enhancing awareness, national unity, and emotional identification among Saudi youth.
The study offers practical implications for improving government communication strategies. Authentic content, clear alignment with youth values, and interactive communication practices help build trust and increase participation. A communication style that reflects local cultural expectations while also appealing to global digital norms strengthens credibility and inclusivity.
Several limitations were recognized. The sample does not represent all Saudi youth, the focus on a single platform excludes behavior on other digital channels, and the cross-sectional design captures perceptions from only one moment in Vision 2030’s timeline. Future research should use longitudinal and cross-platform designs to examine how youth engagement evolves as national communication strategies expand.
This study contributes to communication and nation branding scholarship by demonstrating how digital government communication shapes public perception, emotional identity, and national unity. It presents a Saudi case model that shows how agenda-setting and nation-branding principles interact within a digital governance environment and provides evidence-based recommendations to enhance message resonance, transparency, and interactivity to support greater youth participation in Vision 2030.
Keywords: Vision 2030, government communication, Saudi youth, nation branding, digital public relations, agenda-setting, social media, X platform.
Rights
© Saad S. Albaqami, 2025. All rights reserved.
Is Part Of
VCU University Archives
Is Part Of
VCU Theses and Dissertations
Date of Submission
9-12-2025
Included in
Mass Communication Commons, Organizational Communication Commons, Public Relations and Advertising Commons, Social Influence and Political Communication Commons, Social Media Commons