The Saudi Government Response to COVID-19: Social Media Analysis of 2020 Hajj Pilgrimage

Abstract

This study examined the Saudi government's response to COVID-19 on Twitter during the 2020 Hajj season. Its goals were to provide insights into how the authorities addressed concerns, clarified protocols, and upheld public trust. Additionally, the research offered a model for how governments can use social media to effectively communicate during crises, possibly saving lives by sharing timely and accurate information. Three hundred and seventy-one tweets from three official Saudi government Twitter accounts—the Ministry of Health, the Ministry of Hajj, and the General Presidency of the Holy Mosques—were subjected to a qualitative content analysis from before, during, and after the 2020 Hajj pilgrimage. Using Situational Crisis Communication Theory (SCCT), the study indicated that the government’s crisis communication strategies primarily focused on justification and ingratiation. The investigation revealed five major themes; namely, “Surveillance,” “Precaution,” “Awareness,” “Services,” and “Statistics.” The analysis demonstrated that the Saudi government effectively used Twitter as a primary tool for transparent communication, addressing public concerns and ensuring safety throughout the crisis. Furthermore, Twitter messages showed a strong focus on early, proactive measures to protect pilgrims. The government highlighted surveillance, including monitoring equipment, general health services, and the sterilization campaign to ensure preparedness at mass gatherings during Hajj. The results also showed a significant focus on precautions, strictly adhering to international guidelines to prevent the spread of COVID-19. Moreover, the government prioritized public health awareness by launching digital platforms and online educational programs on safety protocols and preventive measures. Ultimately, the study demonstrated that Saudi Arabia's crisis communication strategy during Hajj 2020 was highly effective, successfully ensuring the safety of pilgrims and the smooth execution of the rituals despite the challenges posed by the pandemic.