The Evolving Role of Social Media in the Arab World: A Focus on Oman

Observer

a day ago

Over the past two decades, social media has fundamentally transformed how people in the Arab world engage with each other, express themselves, and interact with institutions. While early discussions about the internet in the region were often framed through concerns about surveillance, censorship, and cultural values, the rise of platforms such as Facebook, Twitter (now X), Instagram, and WhatsApp has sparked a digital renaissance. Social media has reconfigured notions of civic participation, reshaped public discourse, and opened up new modes of knowledge production, particularly in the Arab Gulf region. In Oman, these changes have unfolded gradually yet decisively, creating what I refer to as 'digitally mediated citizenship'—a mode of civic engagement that is subtle, multimodal, and deeply embedded in cultural and religious values.
In my own research on social media use in Oman, I have argued that social media platforms do more than enable communication; they offer new spaces for identity negotiation, moral reasoning, and public participation. Omanis use social media to challenge, adapt, and reaffirm cultural norms in a rapidly globalising environment. Unlike the more vociferous, often confrontational digital activism seen in other Arab contexts, Omani digital discourse tends to be polite, indirect, and carefully attuned to national values of respect, stability, and communal harmony. This does not mean it lacks influence. Rather, Omani social media users have developed a culturally nuanced form of activism that operates through hints, visual symbols, storytelling, and collaborative problem-solving.
From the Arab Spring to Civic Dialogue
The Arab Spring of 2010 marked a turning point in the regional perception of social media. Platforms like X (formerly Twitter) and Facebook were hailed as tools of resistance and democratic awakening. In Egypt, Tunisia, and Syria, they were instrumental in mobilising protests and spreading awareness. However, in Gulf countries, social media played a different, more subtle role. Protests were limited in scale and largely peaceful, accompanied by widespread calls for reform through dialogue rather than revolution. Omanis, in particular, turned to social media not to disrupt but to engage — to highlight grievances, propose changes, and call for improved governance.
Since then, social media has continued to evolve across the region, shifting from primarily being a tool of activism to a broader platform for civic expression, community building, and knowledge sharing. In Oman, this evolution is particularly evident in the way citizens interact with public institutions. Government ministries now maintain active social media accounts, respond to grievances, and even invite public feedback on policy decisions. Social media has become a space where the boundaries between state and society are negotiated in real time. It is both a mirror and a mould — reflecting social priorities whilst shaping public discourse.
Everyday Politics and Micro-Engagement
One of the most significant developments in Oman's digital landscape is the rise of what I term 'everyday politics' — the utilisation of social media to address everyday issues that are profoundly political, even if not framed overtly as such. For example, Omanis often use platforms like X and Instagram to raise awareness about environmental concerns, infrastructural needs, education reform, or issues affecting people with disabilities. These posts are often framed in moral or religious language, invoking values of justice, community, and stewardship. They are less about demanding rights and more about expressing responsibilities—a framing that aligns with Omani cultural values.
Importantly, this form of digital engagement is deeply multimodal. Users do not rely solely on text; they combine images, videos, hashtags, and voice notes to create layered narratives that appeal to emotion, reason, and faith. My multimodal analysis of Omani tweets and Instagram posts reveals how citizens use visual symbols—such as national flags, Qur'anic verses, and traditional dress—not just to assert identity, but to anchor their arguments within shared cultural frameworks. This blend of digital modernity and cultural authenticity makes Omani social media a unique site of knowledge production and civic negotiation.
Youth and the Reconfiguration of Authority
Youth are central to Oman's social media revolution. With over 70% of the population under the age of 35, young Omanis are both the primary users of social media and the main drivers of digital innovation. They utilise these platforms not only for entertainment but also to engage with pressing social issues, from unemployment to gender roles to climate change. This digital fluency has reconfigured traditional notions of authority. Young people, once expected to defer to elders and government officials, now have platforms where their voices can be amplified and respected.
This shift is not without tension. Generational divides are evident in how different age groups interpret what is appropriate or respectful online. Some older Omanis express concern about the erosion of traditional values, whilst younger users demand more transparency and responsiveness from institutions. However, what is notable is the mutual willingness to listen and adapt. In many cases, social media becomes a space where intergenerational dialogue unfolds, allowing the old and the new to coexist and learn from each other.
The Role of Influencers and Digital Gatekeepers
Another key aspect of Oman's evolving social media landscape is the rise of influencers. These individuals often occupy a hybrid space between citizen and institution, acting as gatekeepers of information, trends, and values. Unlike in some neighbouring countries where influencers are primarily entertainers or product promoters, many Omani influencers take on social roles — as cultural educators, charity organisers, or advocates for national unity. They help translate official discourse into everyday language and bring public concerns to the attention of authorities.
However, this presents risks. The informal nature of social media means misinformation can spread rapidly, and not all influencers use their platforms responsibly. This has prompted calls for digital literacy campaigns and clearer regulations to ensure social media remains a space for constructive engagement rather than division.
Towards a Digitally Grounded Future
The role of social media in the Arab world — and in Oman specifically — is dynamic and continuously evolving. From the early days of the Arab Spring to today's more complex digital environments, these platforms have grown from spaces of mere expression to arenas of participation and co-governance. In Oman, the cultural emphasis on respect, community, and moderation has shaped a uniquely Omani approach to digital engagement — one that values dialogue over disruption, ethics over ego, and harmony over spectacle.
Social media is not simply a communication tool; it is a site of cultural negotiation, civic learning, and social innovation. As Oman progresses towards its Vision 2040 goals — emphasising youth empowerment, technological integration, and active civic participation — social media will play a vital role in bridging traditional values with modern aspirations. The challenge now is to harness this power responsibly, ensuring that digital platforms remain inclusive, constructive, and rooted in the values that underpin the Omani spirit.