The effectiveness of the digital diplomacy communication activities of the Saudi Ministry of Foreign Affairs in marketing national identity

Authors: Dr. Khulood Miliany
Conference: The 1st Media Innovation: Opportunities and Challenges
Keywords: Media, Cyber Matchmaking, Dating Applications, Egyptian Adults, Cultural Constraints, Perceptions

Abstract

The rapid expansion of digital platforms has transformed new media into a dynamic environment for international communication. In this context, the Saudi Ministry of Foreign Affairs has embraced digital diplomacy as a strategic tool to enhance the Kingdom’s global presence and market its national identity. This study investigates the effectiveness of the digital diplomacy communication activities conducted by the Foreign Ministry of Saudi Arabia, focusing on how its official social media platforms, particularly Twitter, serve as a gateway for engaging with global audiences.

Using the Roller model to evaluate communication strategies in various contexts, the study employs a descriptive analytical approach to analyze a sample of tweets from the official account of the Saudi Foreign Ministry during September 2022. The findings highlight the Ministry’s strategic use of media content to project a positive image of Saudi Arabia’s values, culture, and policies. The study emphasizes the role of the Ministry’s digital presence in influencing public perception and delivering real-time updates on both domestic and international issues.

Results indicate that persuasion and media strategies are central to the Ministry’s digital diplomacy, reflecting a purposeful effort to promote national identity and strengthen Saudi Arabia’s image on the global stage through consistent and culturally reflective communication.