Features of Saudi Arabia's Soft Power in the Sports Field through Social Media Platforms: An Analytical Study of the Media Content of the Ministry of Sports and Saudi Clubs

Authors

1 Public Relations Department at Girl Campus, College of Communication and Media, King Abdulaziz University, KSA

2 College of Communication and Media , King Abdulaziz University, KSA

Abstract

This study focuses on capturing the aspects of Saudi Arabia's soft power through indicators highlighting sports as one of its key soft power tools. It involves a quantitative analysis of media content from the official Saudi Ministry of Sports account, showcasing the ministry's efforts in leveraging sports for soft power. Additionally, it includes a qualitative analysis of prominent sports clubs' accounts (Al-Nassr, Al-Ahli, Al-Hilal, Al-Ittihad) on platform X, interpreted through media meaning-making theory. The research uses tools for both quantitative and qualitative content analysis applied to the ministry's account and those of four popular sports clubs, demonstrating their role in enhancing Saudi soft power through sports. The clubs' content effectively delivers messages promoting sports as a Saudi soft power component, ranging from fan motivation and national identity expression to sporting excellence. Hypothesis testing revealed a statistically significant relationship between soft power frameworks and targeted sport types, indicating a conscious use of media content to highlight sports achievements while bolstering Saudi Arabia's soft power in sports. This study underscores the strategic employment of sports as a medium for enhancing national prestige and soft power on the international stage.

Keywords

References

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