Promotional communication tactics of violence against women in Saudi Arabia: A content analysis of the tweets of Saudi social institutions in Twitter - an analytical study

Abstract

The study aimed to explore the status quo of promotional communication of violence against women in Saudi Arabia, also to identify the most prominent communication tactics used to raise awareness about violence against women on Twitter. It tries to define the most prominent communication tactics used by the public and social institutions to raise awareness on Twitter. Furthermore, the study focused on learning about the level of awareness-raising on Twitter to reduce violence against women and to identify the most prominent forms and templates used to spread awareness messages on Twitter and monitor the most important cultural issues raised through tweets. The study outcomes will improve communication efforts in social media.  

The study concluded that there are no social media accounts focused on combating violence against women in Saudi society due to cultural and statistical reasons, which is the lack of visibility of the phenomenon on the surface significantly as well as the absence of clarity in official statistics on the levels of cases of violence against women in Saudi Arabia. In addition, the study found different definitions of the concept of violence from one country to another according to the cultural and religious criteria. Finally, the content of promotional tweets is classified as public relations messages, advertising official communications, letters of support, and financial assistance for women in need.