Strategies for employing visual content for Saudi government organizations on the X platform: a comparative analytical study

Suleiman Khalaf Alshammari, Nuwair

doi:10.21608/jkom.2025.435471

Strategies for employing visual content for Saudi government organizations on the X platform: a comparative analytical study

Author

Nuwair Suleiman Khalaf Alshammari

Department of Journalism and New Media, College of Media and Communication, Imam Muhammad ibn Saud Islamic University, KSA

10.21608/jkom.2025.435471

Abstract

This study investigates the use of visual content on the official X (formerly Twitter) accounts of ten Saudi governmental entities, drawing on a dataset of 350 posts collected over six months. A mixed-method approach was used where quantitative content analysis was undertaken to identify the most prevalent types of visual media and measure audience engagement, while a qualitative analysis examined the communicative frames, narrative strategies, and design elements employed in each post. The quantitative findings revealed that photographs constituted 41.4% of the total sample (145 out of 350), followed by videos at 23.7% (83 posts), and infographics at 28.9% (101 posts). “Informational and instructional” messages were the most common thematic category, accounting for 104 posts, whereas “achievements and projects” appeared in 91, and “news and events” in 102. In terms of audience engagement, the Ministry of Foreign Affairs achieved the highest average of likes (820 per post), followed by the Ministry of Human Resources (750) and the Ministry of Health (700). Such heightened interaction was most evident in content that utilized rich visual elements to address health or diplomatic issues. Qualitative analysis indicated a diverse use of media frames. The Ministry of Interior foregrounded “security and stability,” while the Ministry of Health concentrated on “health responsibility” through detailed medical infographics. Simultaneously, the Ministry of Transport highlighted “development and infrastructure” with videos showcasing logistical projects. These findings substantiate the effectiveness of visual content in clarifying complex information and enhancing public awareness, aligning with Media Richness Theory which posits that multi-faceted channels reduce uncertainty and increase engagement. The study concludes with some recommendation mainly by emphasizing the need for unified communication policies that ensure high-quality visual design, and for ongoing assessment of visual content’s actual impact on public behavior and response, thus strengthening digital government communication in Saudi Arabia’s broader national transformation efforts.

Keywords

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