Framing Analysis of Hail University’s X Account During Saudi National Day

Abstract The study examines the role of Hail University’s X account in encouraging students to participate in the media department’s activities for Saudi National Day. The researchers applied Framing Theory and conducted a quantitative content analysis to examine the content of the university’s X account. Key findings revealed that the account primarily published “non-targeted posts” (not directly related to or aligned with National Day activities). Faculty participation in promoting National Day activities was lower than that of students. Faculty involvement was limited to five posts (15.6%) and was primarily focused on expressions of gratitude for National Day. Student participation included multiple posts, but there was no mention of competitions or detailed presentations of awards.