الدور الاتصالي للدبلوماسية العامة في تشكيل صورة المجتمع السعودي لدى البعثات الدبلوماسية المقيمة في المملكة العربية السعودية : دراسة ميدانية

Abstract EN

This study investigates the communication tools and means used by the Saudi public diplomacy, and their role in shaping the national image of Saudi society among the foreign diplomatic missions working in the Kingdom of Saudi Arabia.

The theoretical framework of the study draws on the concept of national image—and the role of communication in shaping this image—as well as the role of the media and the cultural uses of public diplomacy in international relations and official diplomatic missions in Saudi Arabia.

This study found that the image that foreign diplomatic missions held about Saudi society before their residence in the Saudi Arabia Kingdom was positive at 46.7% compared to negative at 36.7%.

After residing in the Kingdom, these same foreign diplomatic missions held a 80% positive image of Saudi Arabia.

The communication tools that have shaped the image of Saudi Arabia among the foreign diplomatic missions residing and working in the Kingdom of Saudi Arabia are as follows: fairs and festivals (13.2%), interpersonal relations (12.4%), social events (11.4%), and official occasions (10.2%).

With respect to the image of Saudi Arabia, this study also found that the cultural communication forms of public diplomacy have surpassed the influence of social networks and both the official and commercial Saudi media.

The study results also showed that the images that come to the minds of foreign diplomatic missions when Saudi Arabia is mentioned are as follows: Islam (18.3%), Saudi dress (11.9%), Arabism and heritage, while oil came the fifth.