Social Media and Role Models among Saudi Youth: A Field Study

Abstract

This study addresses the impact of social media on shaping role models among youth in Saudi society. The study used the social survey method with a sample to analyze the views of young people regarding the influence of social media on role models. It found that social media plays various roles in shaping role models, such as presenting multiple examples, forming the user's mental image of a role model, strengthening the youth's attachment to certain figures, and pushing them to imitate the behaviors of social media celebrities. The study emphasizes the role of social media in highlighting certain role models and their influence on users. It revealed eight mechanisms that contribute to directing youth to emulate social media celebrities, including the financial support provided to celebrities and the repeated exposure to their content. The study also showed the influence of social media influencers on the behaviors and orientations of young people, as these platforms help create an environment that encourages social imitation and fosters closeness between youth and influencers. According to the "self-redefinition theory," this closeness drives youth to adopt the traits and behaviors of their virtual role models. The study concludes with several recommendations, including raising awareness among youth about the role of social media, guiding them to use it responsibly, and strengthening the role of cultural and religious institutions in directing youth to consume content critically rather than blindly following trends.