Introduction
Non-Islamic and Western nations have historically portrayed Saudi Arabian women as oppressed, inferior, and without freedom. The fundamental source of these stereotypes is the stark cultural contrast between the West and the Middle East. However, according to Alsultany (2021), over the past 50 years, women’s status in Saudi culture has changed significantly. Their activities have greatly increased in various areas; for instance, the Kingdom of Saudi Arabia’s socioeconomic progress has resulted in more opportunities for women in education and work.
Consequently, this study will answer the question of how public relations contradict the stereotypes about Saudi women in media outlets outside Saudi Arabia, mainly by UNITED STATES media. According to Alsultany (2021), over the past 50 years, women’s status in Saudi culture has changed significantly. Their activities have greatly increased in various areas; for instance, the Kingdom of Saudi Arabia’s socioeconomic progress has resulted in more women’s opportunities in education and work. Women’s degrees in teaching and contributions to many economic, social, and cultural situations have varied and grown. However, United States media characterization falls short of recognizing that Saudi Women now own enterprises, have leadership positions in both public and private organizations, and have entered formerly inaccessible fields, including the media, political activity, the construction industry, bureaucracy, the financial sector, civil society and non-profits (Elyas et al., 2021).
The public relations initiatives work to dispel inaccurate media portrayals of Saudi women and encourage a more nuanced understanding of their lives. Saudi Arabian women use the media to counter the inaccurate portrayal of their country that has been widely disseminated in the West. As a result, public relations in Saudi Arabia is a crucial factor in achieving Vision 2030, which aims to increase women’s empowerment, diversify the economy, and modernize society via cutting-edge technologies (Alqahtani, 2023).
The temporal dimension is crucial to creating a story that relocates the women’s movements in their unique chronological context. This research critically evaluates how narrations, personal interests, and angles affect the portrayal of Saudi women in news reports, editorials, and photographs. The objective here is to see if the United States. This has affected nuanced global perceptions, furthered stereotypical views, and shaped cross-cultural understanding through media coverage.
The study also considers the representation of Saudi women by the Saudi media regarding women’s driving concerns, women’s rights, and women’s sports. Find out how media in Saudi Arabia, such as newspapers, T.V., and online sources, influence people’s perceptions about women. This is through analyzing the language, photos, and the editor’s choice in exposing what Saudi’s domestic media owes people about the changing roles of Saudi women, national cultures, governmental narrative stories, and public discourses.
Additionally, the study examines the dialectic between governmental P.R. and activist P.R. in creating media coverage. The focus of the analysis of official statements, press releases, and activist campaigns surrounding the three women’s movements lies in untangling the intricate dynamics between governmental narratives and activist voices within the media space. This involves describing how these complex interactions formed people’s impressions and fed into the existing discussions on the policies.
To understand how P.R. campaigns have evolved throughout history, it is vital to trace through the courses of government and activism, evaluate whether they worked, and analyze the changed nature of media in attention over time (Dunnington, 1999). These revelations highlight the ways the shifting narratives on women’s problems in Saudi Arabia have evolved, their patterns, and their consequences in influencing public relations strategies.
Importance of the case studies
The three case studies are monumental chapters in Saudi women’s history. Each case uniquely represents a facet of the arduous struggle for gender equality, underscored by the prominent figures steering these movements, such as Manal al-Sharif, Princess Reema bint Bandar, and distinguished athletes like Maha Almharaq and Rasha Alkamis.
Saudi women driving is a daring step towards demolishing discrimination based on gender. The process started with the driving rights petition in 2007 and ended with the momentous lifting of the driving ban 2018 (Begum, 2020). The empowerment narrative of women related to Vision 2030 goes from initial advocacy to the current time where Princess Reema bint Bandar played a critical role. The development of women’s athletics as an indication of changing societal attitudes is traced through significant episodes associated with important personalities that constitute the beginning stages of women’s inclusion in sports.
However, all the case studies are important in these movements’ narrative and collective resonance. This is not just an issue concerning Saudi women driving but an aspirational wish for liberation and unrestricted movement. The lifting of a driving ban in 2018 signals a policy change and a huge societal shift (Begum, 2020). Likewise, the women’s empowerment story entwined in Vision 2030 depicts a holistic transformation of society.
Princess Reema Bandar’s lighthouse role shows what can happen if the leadership follows forward-looking ideas. The story of resistance and development in female athletes is a battleground of gender stereotyping (Anishchenkova, 2020). Athletes such as Maha Almharaq and Rasha AlKamis symbolize this new landscape where women are part and parcel of male-dominated fields.
The changing narratives regarding Saudi women, gender, culture, and media representation. The study attempts to unravel the intricacies of Saudi women’s changing situation during the past five decades by analyzing images of Saudi women in both U.S. media and media in Saudi Arabia. The study explores the perspectives and issues that have influenced how Saudi women and other female roles have been depicted globally. The dissertation strives to explore in greater detail the issues surrounding Saudi women’s lives and the transformative nature of their contribution.
Purpose and importance of the study
The study explores how media and P.R. have contributed to perceptions about Saudi Aram women, especially women’s driving, women empowerment, and women’s athletics debate. The UNITED STATES and Saudi media and how they help to understand the world and challenge stereotypes through framing theory. Such government, activist, and public relations initiatives are investigated in the research to determine their influence on societal attitudes. This significance is based on understanding how Saudi women’s roles, culture, and the influence of Vision 2030 will be changed to contribute to a better-informed and equitable global discussion.
Research plan
This research aims to explore and analyze three important women’s movements in Saudi Arabia through the lens of a case study approach. Instead, the focus turns to the interaction of high politics and popular movements (Almahraj, 2017). The movements involve Saudi women’s driving problems, gender empowerment, and women in sports. The analysis focuses on how public relations approaches by governments and activists affected the media coverage of these movements in the U.S. and Saudi Arabia.
From the 2007 petition for driving privileges to lifting the driving ban in 2018, it has become known as the Saudi women’s driving issue, representing an effort to acquire basic mobility rights. Empowerment of women in connection with Vision 2030 reaches back to the first attempts at advocacy and includes the role of influence played by Princess Reema bint Bandar (Alotaibi, 2020). The women’s athletics problem demonstrates a chronological process entailing significant milestones and the participation of pivotal personalities like Maha Almharaq and Rasha Alkamis in introducing women into the area of sport.
Status of Saudi women: A brief overview
Understanding how Saudi women have positioned themselves for contemporary purposes would facilitate the contextualization of the following case studies. Based on family principles, the Saudi community viewed men as the main supply of necessities while considering women as caretakers at home (Ruis, 1983). The recent policy shifts indicate a paradigm shift aimed at breaking away from conventional perceptions about gender roles. The fact that society is transforming highlights the increasing role of females in private and public aspects of life and the labor sector (Yousef et al., 2023).
By and large, it was a man’s duty to bring home the bread so that there could be peace at home. Household chores were carried out concurrently with women. However, recent changes depict the shifting of gender norms (Abiky, 2019). As cultural standards shift, men and women now share financial responsibilities, and siblings often split homework. Domestic assistance indicates how big a house is financially while highlighting the changing nature of household roles that shift with time (Alotaibi, 2020).
The transformational path of the Saudi women is a complicated cloth made up of many threads. They do not only have conventional responsibilities, but they also help in the country’s development. This development moves past family systems and is mirrored by society’s attitude towards women (Yousef et al., 2023). The age-old notion that men should be the only breadwinners is replaced by a fairer perspective where fiscal responsibilities are shared. The shift signifies a greater cultural move, uprooting age-old gender stereotypes and establishing an environment where women’s participation is tolerated and promoted (Almahraj, 2017).
Vision 2030: Catalyst for Change
In 2016, it revealed its “2030 vision”, a radical program designed to diversify the economy from oil dependence. These reforms focused on economic, social, and cultural changes driven by the initiative and were steering the nation toward a sustainable and modern future. The crown prince Mohammed bin Salman led the vision towards building up the private sector, promoting tourism, and empowering the youth in Saudi Arabia (Gingipalli, 2019). This commitment represented a vision of Saudi Arabia that is vibrant and modern, in sync with global norms but still true to itself.
Arriving in 2030 Vision was a decisive turning point in the history of Saudi Arabia that signaled a new hope for a wealthy and diversified life. The most important reforms include the government project Vision 2030, aimed at diversifying the economy and empowering women. The strategy will diversify the economy, and women’s empowerment will challenge old-fashioned gender norms and offer new opportunities for Saudi women (Schneider, 2020). The role of Vision 2030 in shaping women’s rights and changing mass media narratives is examined in this dissertation.
This is more than just economic diversification; it is the socio-metamorphosis process. Vision 2030 is pivotal in breaking conventional gender barriers and creating unforeseen chances for women (Schneider, 2020). This holistic societal vision will include economically empowered women (Alessa et al., 2022). Therefore, while Vision 2030 unveils itself, its legacy concerning changes in gender roles, women’s participation in different domains and societal settings generally calls for consideration.
Vision 2030 is the defining thread in the evolution of Saudi society. Vision 2030 breaks with the traditional fabric of gender norms, picturing a country where women participate and actively contribute to building the nation’s future (Schneider, 2020). Women’s economic empowerment is not just a mere consequence but rather an intentional vision objective directed toward an equal society (Alessa et al., 2022). The transformation of gender roles and changing society’s views continue as Vision 2030 unravels.
Framing Theory: A lens for analysis
Framing theory is a communication theory that considers the frame (i.e., presentation of information) and its implications on individuals’ perception and comprehension concerning issues or problematic situations. The way the information is presented through the words, the images, and the context they are in influences what people think and believe about a phenomenon. The framing hypothesis suggests that decision-makers, legislators, and even communicators can frame a given issue for the audience to make them view it from a specific perspective. Information is organized to shape an audience’s knowledge, attitude, and behaviors, especially. This idea highlights how framing is a tool for constructing social reality and public discourse.
One should know that a whole framing theory framework in which the critical analysis of media coverage is done has been applied by this dissertation. This framework allows for an easier analysis of how the media builds stories to influence public opinion. Media representations are essential and can confront or uphold ingrained stereotypes (Chong & Druckman, 2007). Points of analysis include the inherent power dynamics in framing, which sheds light on the complex relationship between social beliefs and media portrayal.
In the context of Saudi women’s portrayal, framing theory offers a holistic perspective. It goes beyond the mere examination of content, extending to the analysis of language, imagery, and symbols employed by the media (Sahly, 2016). The interplay of framing dynamics within the UNITED STATES and Saudi media becomes pivotal, offering insights into how these narratives influence public perceptions (King & King, 2018). Framing theory becomes a guiding compass, allowing a nuanced exploration of the intricacies within media representations and their broader societal implications.
The Research Questions
How were the P.R. campaigns represented in media coverage of these three cases?
How did UNITED STATES media, a global influencer, frame Saudi women within the context of the three cases under scrutiny?
Within the local narrative, how did Saudi media frame Saudi women within the three pivotal cases, reflecting the nuances of their cultural context?
How did government-driven and activist-led P.R. campaigns manifest and evolve in the media coverage, potentially shaping the narrative around Saudi women?
Saudi women’s driving issue
Saudi women’s driving constitutes a crucial chapter in the continuous storyline of gender rights in the Kingdom. The movement gathered momentum over the years, originating with the ground-breaking 2007 petition advocating for the acknowledgment of women’s right to drive. It reached a turning point in 2018 when the Saudi government formally lifted the longstanding driving prohibition (Krane & Majid, 2018). This pivotal decision represented a substantial stride towards sexual equality and women’s approval in Saudi Arabia, signifying a departure from conventional norms that had historically limited women’s movability.
The Saudi women’s driving issue chronology testifies that it took women much courage to fight for their rights against societal barriers. It becomes clear that the transformative nature of the movement was expressed progressively on the way to change entrenched cultural distinctions. This action changed women’s lives since they were free to lead their lives. It also promoted a change in society at large, where talks were centered on women’s rights.
Reaching this milestone in 2018 was a legal victory that reflected a turning point in the cultural context of Saudi women and their roles in society. This is manifested by increased numbers of Saudi women acquiring driver’s licenses and joining the workforce (Krane & Majid, 2018). This chapter on Saudi women’s history illustrates the challenges of balancing grassroots activism and legal structures and the harmonious coexistence between government policies and cultural transformations.
Women’s empowerment
The narrative of women’s liberation in Saudi Arabia is as diversified and rich as any tapestry depicting various stages of historical activism and modern-day implications. A glance at the revolutionary journey of women’s empowerment from activism to present-day Saudia shows the environment crossed during this epic endeavor. It is led by an Arabic princess, Princess Reema bint Bandar, who has greatly contributed to reforming cultural perceptions towards women and physical changes taking place for women.
Her leadership is marked with a sincere desire to increase opportunities for women across every sector, including public affairs and women in sports, business, and arts. She is living evidence that proves that if people remain adamant, they can bring few changes to their society, which discriminates against women, particularly those who would like to have power (Ali, 2021). The numerous ventures of Prince Reem provide a lot to the ongoing narrative on women’s empowerment and development in the Kingdom.
It marks a watershed moment in matters of societal perception and state laws on women’s engagement in national governance. It also shows a rising awareness that the welfare of the Saudis depends on women more and more clearly. Changes in the culture, government, and individual efforts aimed at improving the environment for Saudi women are closely related to each other in this strategy. Visionary leaders such as Princess Reema Bint Bandar played a major role among those that took part in this transformative process.
A case study involving Princess Reea highlights the significance of imaginative leadership in making women’s status in Saudi Arabia more substantial. Through her advocacy and endeavors, she navigates the complexity of ethical norms and social expectations and completely rewrites the story about women’s duties (Alsoraihi, 2022). Through her work, she shows that permanent change only comes with deliberate policies, cultural reformation, and committed people who do so because they want a better world for everyone.
Women’s athletics
The pathway that Saudi women have undertaken, from historical times up to now, is an interesting story that comprises important instances showing how women have become involved in sporting activities. Exceptional men like Maha Almharaq and Rasha Alkamis worked against conventions and overcame historical barriers that held women back from sports practice (Daghustani, 2017). Maha Almharaq is a trailblazer in athletics in Saudi Arabia who represents monumental advancement in promoting women’s participation in sports. She has smashed stereotypes and catalyzed a new generation of Saudi women to pursue and fulfil their athletic ambitions via her outstanding successes and persistent perseverance.
Significant cultural revolution in Saudi Arabia, when the achievements of persons like Almharaq and Alkamis were acknowledged and appreciated. By organizing the national involvement in hosting and involving international sports and females on board, the country shows that it is developing, and this has changed people’s perceptions about women who used to assume supporting positions in sports like tennis only. This incremental integration of women in sports gives women a sense of power while participating in sports and strengthens their status as equal members of society. The changing nature of women in sports is a fascinating window into the shifting dynamics of society here in the Kingdom.
Expanding on the timeline of each case involves providing a detailed chronology, capturing the pivotal moments and milestones within each movement. For instance, the Saudi women’s driving issue unfolds through events, petitions, and, ultimately, the landmark decision to lift the driving ban. Women’s empowerment, intricately tied to Vision 2030, manifests in a continuum of initiatives and policy changes (Vietor & Sheldahl-Thomason, 2021). Women’s athletics, marked by the endeavors of notable athletes, reflects a progressive journey toward breaking gender barriers in the realm of sports.
Sources
Sources for this dissertation encompass media coverage, government publications, and statements from activists. The qualitative data gathered from these sources ensures a comprehensive understanding of the media portrayal of Saudi women within the selected cases. Media coverage, spanning UNITED STATES and Saudi outlets, offers varied perspectives and nuances contributing to a comprehensive analysis. Government publications provide insights into official narratives, policy changes, and the societal context.
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