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THE PROFESSION of PUBLIC RELATIONS in SAUDI ARABIA: a SOCIO-CULTURAL PERSPECTIVE YAZEED ALMAHRAJ a Thesis Submitted in Partial F

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THE PROFESSION of PUBLIC RELATIONS in SAUDI ARABIA: a SOCIO-CULTURAL PERSPECTIVE YAZEED ALMAHRAJ a Thesis Submitted in Partial F THE PROFESSION OF PUBLIC RELATIONS IN SAUDI ARABIA: A SOCIO-CULTURAL PERSPECTIVE YAZEED ALMAHRAJ A thesis submitted in partial fulfilment of the requirements for the degree of Doctor of Philosophy QUEEN MARGARET UNIVERSITY 2017 Abstract This thesis examines public relations in Saudi Arabia as an occupational group. The thesis investigates the knowledge public relations practitioners possess, and how Saudi culture and public communication factors affect public relations practitioners. The thesis offers insights into the cultural background of the country, public communication and public relations practice in Saudi Arabia. Moreover, it provides an analysis of theories of the profession and the relationship between the profession and public relations occupation. For the purposes of this research, in-depth unstructured interviews were used to collect data from 27 practitioners. A constructivist paradigm was utilised to examine the Saudi practitioners’ perceptions of knowledge, culture, public communication. Moreover, the thesis has followed a socio-cultural approach and theories of the profession to investigate the empirical data. The thesis has several contributions to knowledge. Firstly, it brings an understanding of the role of the state in the process of professionalization. Using Vygotsky’s theories the thesis has found that educational institutions influence PR practice and this results in lack of progress and limited opportunities for change, learning and career movement. Secondly, the thesis found that there is disconnection between theories that are taught in universities with PR programmes and PR practices. The thesis found that there is a problematic nature of abstract knowledge, which determines the disconnection between communication theories and PR practice. Moreover, there is a disconnection between the practice immersed in culture and that cultural practices are stronger than professional practice. Finally, the thesis has contributed to the literature by finding out that ethics in Western countries are regarded as something that is developed by a professional body in a way that relates to society, however in Saudi Arabia the Muslim values and ethics are implemented directly in the work context and ethics is not developed by a professional body. Key words: Saudi Arabia, Public relations profession, Socio-cultural theory, Culture. ii Dedication This thesis is dedicated to my mother Norah Almogbel who has been the greatest supporter in my life and to my father Abdullah Almahraj, who has always helped and encouraged me. This work is also dedicated to my brothers, sisters, aunt Husa Almahraj, my relatives and friends for the encouragement they have offered me during this long academic journey. I take this opportunity to also thank my British friends who have made me feel like home especially Mike and Susan. iii Acknowledgments It was a great opportunity for me and I was honoured to be supervised by one of the greatest public relations figures in the world. I am deeply thankful to my supervisor, Dr. Magda Pieczka for her encouragement and support throughout the thesis. Her advice throughout the thesis has been invaluable and has enabled me to complete this demanding research. I am also grateful to my second supervisor, Prof. Jacquie L’Etang for sharing expertise and valuable advice that helped me achieve my academic goals. I would like to acknowledge Queen Margaret University for providing all the potentials for any Ph.D. candidate to have an encouragement atmosphere to successes in this long academic journey. Finally, I wish to acknowledge the help I received from the interview participants who kindly and willingly agreed to participate in my study. iv Table of Contents: Abstract ................................................................................................................ ii Dedication ............................................................................................................ iii Acknowledgments ................................................................................................ iv List of Tables ........................................................................................................ ix List of Figures ........................................................................................................ x Chapter 1: Introduction ......................................................................................... 1 1.1 Research problem ................................................................................................... 2 1.2 Theoretical approaches .......................................................................................... 4 1.3 Structure of the thesis ............................................................................................ 5 Chapter 2: The political, cultural and public communication environment of Saudi Arabia ................................................................................................................... 8 2.1 A View of the present Saudi Arabian political and social background ...................... 9 2.2 Public communication .......................................................................................... 11 2.3 An analysis of Middle Eastern media .................................................................... 12 2.4 Media, democracy and censorship ........................................................................ 16 2.5 Press freedom, censorship and legislation ............................................................ 20 2.6 The public sphere and government control in Saudi Arabia .................................. 23 2.7 The foundation of Saudi Arabia and Islamic faith .................................................. 26 2.8 Family, tribe and social classes ............................................................................. 27 2.9 The influence of Islam on Saudi society ................................................................. 33 2.10 Saudi Arabian identity: Nation, Islam and globalisation ...................................... 40 2.11 Foreign workers in Saudi Arabia ......................................................................... 44 2.12 Saudi Arabian educational system and the Egyptian influence ............................ 45 2.13 Development of the public relations field in the Middle Eastern area ................. 47 2.14 Public relations in Egypt, the Emirates and Oman ............................................... 52 2.15 Saudi Arabia public relations practice: activities, practitioners, sites of work ...... 54 2.16 Women and PR in Saudi Arabia ........................................................................... 58 v 2.17 Saudi public relations practitioners and journalists ............................................. 61 2.18 Public relations training and research in the Middle East .................................... 62 2.19 Public relations associations ............................................................................... 67 2.20 Conclusion .......................................................................................................... 69 Chapter 3: Professionalising public relations practice in Saudi Arabia .................. 70 3.1 The public relations profession. Definition and theorisation ................................. 72 3.2 Professionalisation ............................................................................................... 77 3.3 The concept of profession in the Arab world ......................................................... 80 3.4 Professions and the state ...................................................................................... 88 3.5 Professions and professional associations ............................................................. 89 3.6 Professionalism and the communications field ..................................................... 91 3.7 Public relations, professionalism and ethics .......................................................... 94 3.8 The relationship between professionalism and education .................................... 96 3.9 Public relations and culture ................................................................................ 100 3.10 Public relations Western models and non-Western public relations .................. 108 3.11 Profession and the State of Saudi Arabia .......................................................... 112 3.12 Conclusion ........................................................................................................ 116 Chapter 4: An overview of the research methods and the philosophical paradigm .......................................................................................................................... 117 4.1 The research paradigm ....................................................................................... 117 4.2 Data gathering techniques .................................................................................. 121 4.3 An overview of unstructured interviews ............................................................. 123 4.4 Sampling ............................................................................................................ 126 4.5 Research process: entering the field ................................................................... 131 4.6 The relationship between the researcher and the participants ........................... 132 4.7 Interpretation and data analysis ........................................................................
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