Virtual Public Diplomacy

The Kingdom of Saudi Arabia is located on the Arabian Peninsula and borders the Red Sea and the Persian Gulf. Slightly larger than one-fifth the size of the United States, Saudi Arabia also borders Iraq, Jordan, Kuwait, Oman, Qatar, Yemen and the United Arab Emirates. Much of the country is uninhabited desert land. Overall the country’s climate is harsh with arid desert conditions and great temperature extremes.

Saudi Arabia is a monarchy governed according to Islamic law. The kingdom was founded in 1932 by ABD AL-AZIZ bin Abd al-Rahman Al Saud after a 30-year campaign to unify the Arabian Peninsula. The current King and Prime Minister is FAHD bin Abd al-Aziz Al Saud, enthroned in 1982 but has been incapacitated since a stroke in 1995. The country is effectively ruled by Crown Prince Abdullah. The King appoints a council of ministers to govern the country. These ministers are largely members of the royal family.

Although there is no suffrage, it is interesting to note that in October of 2003, the Council of Ministers announced that they would introduce elections for half of the local and provincial assemblies and for a third of the members of the national Consultative Council. The change was intended to be introduced incrementally over a period of 4-5 years. The implication of the tight government control is that popular opinion will have little effect on government action. Even with the introduction of popular elections, government sentiment still leans away from taking public opinion into account in policies. Incorporating public sentiment at the corporate level may be embraced by some but will likely be seen as subversive by others.

Economics

Saudi Arabia is a major controller of the world’s petroleum market, controlling over a quarter of international oil reserves. Oil accounts for 75% of budget revenues, 45% of GDP, and 90% of export earnings. Slumps in oil prices in the global economy took a toll on the Saudi economy. As a country with such a strongly oil-based economy, the government has strong controls over economic activity in the petroleum sector. The country’s immense dependence on oil for revenue is a continuing government concern.

As an oil-based economy, the country is an export-based economy. The country does about $86 billion in exports a year versus about $30 billion in imports. Major trading partners are the US (20.6%), Japan (15.4%), South Korea (9.8%), China (5.5%), Taiwan (4.5%) and Singapore (4.1%).

The government’s concern on oil revenue alliance could mean that communications campaigns proposing new industries or economic solutions may be well received. Technology or telecommunications corporate campaigns, for example, have the potential to be well received. On the other hand, the society can be adverse to change and caution should be used in proposing anything too new or revolutionary.

Infrastructure

Saudi Arabia has a modern and efficient telecommunication infrastructure. Teledensity in 1999 was 12%. The backbone of the Saudi long-distance network is analogue microwave radio. The backbone is also comprised of digital and analogue coaxial cables run between major cities such as Riyadh and Dammam and between Riyadh and Jeddah. All land systems link with the Arabsat satellite system.

In terms of number of subscribers, Saudi Arabia has one of the largest mobile telephone markets in the region. In 1998, the mobile penetration rate was about 3.6%.

The telecommunications infrastructure of Saudi Arabia makes communications within the country easier than in many nations. Communications campaigns could be adequately launched in any area of telecommunications, although the country’s culture may make some options better than others, as noted above.

Legal Structure

The Kingdom of Saudi Arabia is governed exclusively according to Shari’a law, Islamic law based on the Qur’an. Commercial law is slightly different and more liberal than civil law, to allow Saudi Arabia to participate fully in the global economy. Telecommunications laws are regulated by the government’s Minisry of Post, Telegraph and Telephone (MoPTT).

Tight legal control from the government could thwart a communications campaign. The high level of censorship means that even the slightest hint of political or sexual content in a communication will force repression of the message. It may make campaigns such as HIV/AIDS campaigns, women’s education initiatives and public diplomacy programs unviable. Even the most mundane communication campaign would require extreme caution in adhering to the policies and principles of speech in the country.

Mass Media and Technology

Satellite television is one of the more popular media in the country. In 1976, the members of the Arab League united to form the Arab Satellite Communications Organization (Arabsat). Arabsat provides the satellite television connectivity to the region as well as telephony and radio services. Although the satellite television market is relatively small, it is rapidly increasing and is predicted to see further growth.

Saudi Arabia has average Internet connectivity, but below average access to information over the internet. A 2001 resolution by the Council of Ministers prohibits Saudis from accessing or publishing internet content deemed unsuitable by the government. All Saudi web traffic is routed through the government’s Internet Services United (ISU), to enforce blocking of content. The ban uses the Qur’an as a basis and covers sites that include pornography, nudity, gambling, information for and about women’s issues and political sites, particularly those perceived as hostile to the Saudi government. Users can request that certain cites be unblocked, but overall the system is relatively repressive.

The most effective way to reach audiences in the current environment are probably satellite television and, to a lesser extent, speeches. For mass audiences, satellite television is an excellent approach. Although penetration rates are still relatively low, the numbers are growing rapidly and often one television in a café or bar reaches hundreds of people. It is also the most popular medium in the region.

Speeches may also be a good way to reach people given Saudi Arabia’s strong oral tradition. Also, speeches allow for a personal connection that is extremely important in Saudi society. Given the restrictive nature of the internet in Saudi Arabia, it may not be a very good way to reach people. A better application of new media technologies might be through mobile phones and SMS technology, given the rapid increase in mobile phone subscribers.