A Cultural Analysis of the Impact of Religion on the Relationship Between Newspapers and Advertisers in Saudi Arabia

Abstract

Digital disruptions have altered the media landscape and transformed media economics. Legacy media, especially newspapers, have witnessed a downturn in their circulation and advertising revenue, and many of them have continued to struggle to develop alternative funding models. This ‘crisis’ has also altered the relationship between newspapers and advertisers. It has also caught the attention of the industry and media development actors because of the impact that declining advertising revenue has had on the traditional business model of newspapers.

The centrality of advertiser - media ‘relationships’ to the functioning of the media has meant that it has long been a subject of study for scholars. This thesis examines these relationships within the context of Saudi Arabia, focusing particularly on how religion shapes the relationships within the context of this era of digital disruptions. Research in this field has revealed a lack of empirical spotlight on non-Western societies, particularly those in the Middle-East notable for being theocentric, with religion pervasive even in the commercial sector and, therefore, business relationships.

This study thus focuses on Saudi Arabia and examines the newspaper - advertiser relationships in two main ways. First, it looks at how religion shapes the dimensions of organisational public relations (OPRs) – control mutuality, trust, commitment and satisfaction within the context of the relationships between newspapers and advertisers in the country. Second, it explores how religion shapes the nature of the relationships between newspapers and major advertisers in Saudi Arabia. The thesis uses a mixed methods approach – interview and questionnaire - to critically investigate these relationships and how they help us to understand the ‘changing dynamics’ between newspapers and a key public on which their traditional business model depends, advertisers in Saudi Arabia. The use of mixed methods further enables the study to broaden our understanding of OPRs. The study reveals that although Saudi Arabia is a country known for its strict adherence to Islamic traditions, within the context of the relationship between newspapers and advertisers in the country, the Islamic religion is largely compatible with that professional relationship. The study does, however, show that some OPR dimensions, particularly ‘trust’ in the context of the relationship between newspapers and advertisers are shaped by the Islamic religion. By using an original measurement scale to explore this relationship, this study offers new empirical insights into media management, and the broader study and significance of OPRs.