The Role of YouTube in Spreading Bahraini Folklore: A Field Study

Abstract This research explores the role of the YouTube platform in spreading Bahraini heritage using the Cultivation Theory by finding its cognitive, affective, and behavioral effects on the audience. To achieve this goal, the study used the descriptive methodology and depended on a survey to collect data. The community of the research included YouTube platform viewers in the Kingdom of Bahrain. From October to November 2024, the survey was carried out on a sample of 60 participants, who were Bahraini citizens from various age groups and residential districts in the Kingdom of Bahrain. The findings showed that YouTube effects also have cognitive and behavioral consequences. These channels also create cognitive, emotional, and behavioral effects on the audience in Bahrain. The researchers recommended supporting the work of Bahraini content creators in providing specialized heritage content on all social media platforms using creative and innovative methods to attract the audience, including visual storytelling about the heritage. Furthermore, the researchers recommended the improvement of collaboration between Bahraini cultural organizations and YouTube influencers. This may ensure the availability of essential resources for the creation of specialized content capable of engaging a worldwide audience and aiding in the promotion of Bahraini culture and spreading the heritage.