Digital Participatory of Internet Memes among Generations in Saudi Arabia

Abstract

Internet memes have become a widely recognized phenomenon across the globe, particularly in the Arab world, and especially in Saudi Arabia. Despite numerous foreign studies that have thoroughly examined the nature of digital participation in internet memes—ranging from consumption, sharing, to production on social media platforms—local studies in Saudi Arabia have not sufficiently addressed this topic, especially concerning generational differences in participation patterns. This study aimed to explore the nature of digital participation in internet memes and its relationship to the gratifications achieved, which include fame, self-expression, entertainment, and strengthening social relationships, among users from different generations. The study employed a survey methodology using both descriptive and analytical approaches and utilized a standardized questionnaire that was administered to a population of 400 individuals. The findings revealed that most participants engaged with internet memes regularly, with a preference for local and Arabic memes over foreign ones. It was found that, in terms of the type of participation, sharing and consumption outperformed meme creation and design. Additionally, the study validated all the tested hypotheses, establishing statistically significant correlations between the nature of digital participation (production, sharing, and consumption) and the gratifications achieved (fame, self-expression, entertainment, and strengthening social relationships). Furthermore, the study highlighted significant differences between generations in terms of the gratifications achieved and the nature of digital participation in internet memes. The results were discussed in detail, and a set of recommendations was proposed to enhance the effective use of internet memes in local contexts.