The Framing of Bahraini Heritage by Instagram Influencers: A Peace Journalism Analysis

Abstract Utilizing Peace Journalism (PJ) and Framing Theory, this study investigates the role of social media influencers in promoting Bahrain’s cultural heritage. The research specifically provides an examination of the use of Instagram in disseminating heritage content and constructing cultural identity, focusing on Bahrain and the global audience. It examines the changing patterns of Bahraini society concerning traditions and practices, particularly in the influence of culture. Research findings illustrated that video-based content comprised 50% of overall posts, depicting both natural scenery and aspects of cultural heritage. The results indicated that media frames facilitating the reinforcement of national identity accounted for 36%, while those that support cultural tourism represented 32%. The research concludes that influencers are effective in promoting destinations, thus helping to foster national unity and attract visitors for cultural tourism.