The profession of public relations In Saudi Arabia: a socio-cultural perspective
Citation
Almahraj, Y. (2017) The profession of public relations In Saudi Arabia: a socio-cultural perspective, no. 340.
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.