The Role of the Saudi Ministry of Culture’s Advertisements on Platform “X” in Promoting National Cultural Identity

Abstract

This study aims to explore the role played by the Saudi Ministry of Culture’s advertisements on the platform “X” in promoting national cultural identity. A mixed-methods approach was adopted, combining qualitative content analysis of the advertisements with quantitative analysis of audience responses through an online survey. The study focused on the cultural and visual symbols used in the advertisements, such as traditional clothing, national emblems, and heritage elements, in addition to measuring their impact on public awareness of identity and national belonging. Participants expressed very positive opinions and attitudes toward the content of the advertisements. However, the study also uncovered limited active engagement from the audience, as well as a noticeable lack of contemporary elements and digital technologies, such as artificial intelligence and interactive storytelling. Additionally, the institutional tone of some advertisements may reduce their appeal on modern platforms. Based on these findings, the study recommends adopting more interactive media strategies, expanding the scope of digital publishing, and tailoring content to different age groups—while preserving effective heritage symbols—in order to meet audience expectations and support the goals of Saudi Vision 2030.