Riyadh: In the contemporary digital age, the traditional media paradigm has been fundamentally altered, with digital platforms emerging as the primary source of information for a significant segment of youth. This shift, extending beyond mere communication, has profound implications for intellectual and cultural awareness, prompting inquiries into whether digital media constitutes a viable alternative to traditional journalism.
According to Saudi Press Agency, influencers, leveraging their digital presence, exert considerable influence over youth, shaping their intellectual, cultural, and social perceptions. Content creation, characterized by engaging narratives and a fusion of informative and entertaining elements, has become a sophisticated art form. This necessitates a critical examination of the ethical responsibilities incumbent upon content creators, and the manifestation of these ethics in their online personas and ideologies. The digital realm encompasses a diverse range of content, spanning technology, gaming, travel, health, education, finance, social issues, culture, religion, history, and entertainment.
This report by SPA examines the impact of digital media on the intellectual and cultural landscape of Arab youth, scrutinizing their content selection processes, information sources, ethical considerations, and the imperative of fostering community awareness. The report also addresses the growing reliance on influencer-driven content over traditional news outlets, exploring strategies for official platforms to engage audiences as credible information sources. Furthermore, it delineates the distinctions between influencers and celebrities.
Dr. Mohammed Al-Qahtani, a media academic, elucidates that celebrities, established through traditional media exposure, possess pre-existing fan bases, while influencers cultivate their audiences through specialized content on digital platforms. The convergence of these roles lies in their reach and influence, yet they diverge in content delivery. Influencers actively shape public opinion, whereas celebrities often provide commentary without necessarily possessing specialized expertise.
Dr. Al-Jawhara Al-Mutairi, an associate professor of media, emphasizes that successful influencers curate content based on their expertise, target demographics, and geographic location, fostering credibility and direct engagement. ‘They are not mere transmitters of information but opinion shapers, bearing responsibility for accuracy and subject to legal accountability under cybercrime laws.’
According to Dr. Al-Mutairi, rapid engagement and transparency enhance trust in influencers, yet youth remain cognizant of verified official accounts. Conscious influencers are aware of the legal ramifications of disseminating misinformation. Public accountability, through critical engagement and reporting, underscores digital citizenship among Saudi users. Advertising influences content creation, necessitating a balance between authentic content and ethical promotion.
The significant impact of influencers on digital marketing is underscored by recent statistics. Forbes magazine reported in 2019 that 92% of consumers place greater trust in influencers than in traditional advertisements. Meltwater’s 2025 figures reveal a 94.2% social media adoption rate among internet users. Furthermore, social media advertising expenditures reached approximately $270 billion in 2023, with continued growth anticipated, according to Dr. Al-Mutairi.
Dr. Al-Mutairi advocates for cultivating analytical skills and critical thinking among youth, empowering them to discern truth from misinformation.
Media personality Hamad Al-Munif stresses the importance of media literacy for both influencers and audiences, advocating for the selective adoption of positive cultural influences.
Dr. Al-Qahtani highlights the potential conflict between influencer credibility and commercial endorsements, underscoring the need for regulatory oversight.
The General Authority of Media Regulation in the Kingdom is responsible for regulating content disseminated by celebrities and influencers, ensuring its integrity and preventing negative audience impact. Ethical standards are paramount for responsible content delivery. To foster a transparent and fair regulatory environment, empower the media sector, and promote Saudi national identity, the authority has established media content controls within the Media Law.
The authority issues licenses and services to regulate audio-visual media content, verifying licensees’ compliance with relevant laws and regulations, including the Audio-Visual Media Law and the Printed Materials and Publication Law. These efforts aim to combat misleading news and promote ethical standards among content creators and the public. The authority monitors media content from individuals, entities, and institutions, applying evaluation criteria for trustworthy status and ensuring ongoing compliance.
Positive content creators, such as Abdullah Al-Sabaa and Dr. Abdullah Al-Alawi, exemplify the potential for digital platforms to disseminate valuable information and promote positive change. Al-Sabaa emphasizes research and real-world testing, while Dr. Al-Alawi underscores the personal enrichment derived from knowledge sharing.
An SPA survey revealed that youth predominantly rely on social media for information, distinguishing between entertainment and serious content, and acknowledging the importance of source verification.
Mansoura Al-Mansour, 25, a media master’s student, relies on official X accounts for news but consults influencers for technology and consumer product information. Latifa Abdel Aziz, 22, a digital media designer, prioritizes official news and government sources, seeking influencer recommendations only from reliable and licensed accounts. Mohammed Al-Hajj Shehadeh, 24, from Lebanon, favors podcasts and official media, expressing skepticism towards influencers discussing sensitive topics without scientific expertise.
Muhannad Marwan, 24, from Yemen, uses social media for information, following specialized and reliable accounts, and distinguishes between influencers who raise awareness and those focused on profit. Hassan Qamila, 25, from Palestine, relies on television and official news outlets, finding some influencers credible but noting others prioritize trends over accuracy. Akram Arafa, 24, from Jordan, uses LinkedIn and Reddit for information, finding influencers more relatable than traditional news channels, but stresses the importance of reliable sources.
Dr. Mishaal Al-Wa’il, a media faculty member, attributes the decline in youth engagement with official media to a lack of communication, outdated content, and limited multimedia integration. He advocates for innovative content delivery, tailored to youth interests, and the strategic use of multimedia.
Al-Munif suggests a collaborative approach between traditional and digital media to enhance community awareness. In 2024, approximately 274 million individuals in the Arab world, representing 66% of the population, were social media users, according to studies. Facebook remains the most popular platform with 188 million users, followed by Instagram (44 million) and X (42 million). User distribution across key Arab countries includes: Egypt (42 million), Algeria (28 million), Iraq (25 million), Saudi Arabia (19 million), and Morocco (17 million). On average, internet users spend 2.5 hours daily on social media, equating to over a third of their online time. While TikTok boasts the highest average user engagement, YouTube accounts for the largest overall share of social media time.
The rapid evolution of digital media has positioned it as the primary information source for youth, surpassing traditional media in speed, accessibility, and influence. This necessitates a critical examination of influencer accountability and the development of strategies to leverage digital platforms for knowledge dissemination and awareness enhancement.