The Role of Digital Communication in Wildlife Conservation in Saudi Arabia: A Descriptive and Analytical Study of Royal Reserves and the National Center for Wildlife Content on the 'X' Platform

Abstract

This study examines how digital environmental content is constructed and communicated through official Saudi government accounts dedicated to wildlife conservation on the "X" platform. Employing a descriptive-analytical framework and content analysis methodology, it analyzes a year’s worth of posts from the Royal Reserves and the National Center for Wildlife. The findings reveal that the predominant mode of environmental communication is rational, comprising 62% of the content and characterized by cognitive and informational messaging. Emotional appeals account for 34%, while interactive elements constitute only 4% of the content. Audience engagement varies significantly across accounts, with a strong emphasis on institutional efforts and public awareness campaigns, rather than on specific environmental issues or challenges. Visually, the content primarily features charismatic species such as the Arabian oryx and the Arabian sand gazelle, with less-known or non-charismatic species receiving limited attention. Most published images are wide-angle shots, with minimal use of specialized photography styles like macro or portrait photography. The results indicate that the digital environmental content aligns with the National Environmental Strategy and the Royal Reserves’ 2030 Vision, reflecting a strategic shift toward more innovative, emotionally engaging, and interactive digital communication. The study concludes that such approaches are essential for enhancing the effectiveness of environmental messaging and increasing public awareness and engagement.