Thamaniya ’s Framing of Transformation in Saudi Arabia Through the Lens of Peace Journalism

Abstract The podcast technology of Thamaniya platform has recently spread widely among Saudi society, especially young people. In this study, the authors seek to analyze the Thamaniya platform’s coverage of topics of transformation in the Kingdom of Saudi Arabia, through the “Socrates” podcast, with a focus on the use of peace framing in digital media content. The study is based on two main theories: the Framing Theory and Peace Journalism. The study relied on a qualitative methodology using content analysis as a main tool. The sample included 19 episodes of the “Socrates” podcast on YouTube, and the sample type was divided into two parts: a purposive sample to analyze the episodes and comprehensive sample to analyze the comments. The results showed that the content of the Socrates podcast relies on peace frames by 100% with a complete absence of war frames. Though, the classification of comments varied between peace-oriented comments at 31% and war comments at 29%. The results of the study reveal Thamaniya’s commitment to peace frames in promoting cultural dialogue. However, the results also indicated a gap in engagement with the public, which calls for the development of strategies to enhance and activate communication more comprehensively.