Abstract
Strategic communication scholarship has long been dominated by Western, secular perspectives that overlook religion and faith-based ideational factors. This leaves a critical gap in understanding strategic-communication leadership (SCL) in closed or culturally distinct contexts. This thesis addresses that gap by situating the roles and capabilities of strategic-communication practitioners (SCPs) within Saudi Arabia’s rapid sociocultural transformation under the National Transformation Programme and Vision 2030.
The thesis is anchored in role theory, complemented by a capability perspective, enriched by sociocultural theory, and framed through metamodernism. This integration highlights the structural expectations placed on SCPs and the processes of learning, negotiation, and adaptation that shape their experiences. It also reflects tensions between tradition and modernity, conservatism and liberalism, and strategic leadership and tactical expertise, offering a culturally grounded conceptualisation of SCL in a closed context.
Employing an informed constructivist grounded theory approach within a novel five-phase mixed-methods design, this study integrates data from 215 survey responses, 10 in-depth interviews, and four triad interviews with SCPs from publicly listed companies. Together, these data sources provide a triangulated understanding of how SCPs construct their professional roles and capabilities within the context of Saudi Arabia’s national transformation.
Empirical findings identify four emerging SCPs roles: organisational leader, strategic cultural mediator, trusted ethical advisor and leadership development coach. Each role is supported by context-specific capabilities. Four metamodern forces: reciprocal practitioner-organisation influence, technology, culture, and ethics, were found to shape these roles and capabilities. These forces generate tensions that are collectively negotiated, positioning strategic communication not only as a managerial function but also as a broader societal practice.
From these insights, the thesis proposes the Multidimensional Strategic-Communication Leadership Framework within the Sociocultural Context of the Kingdom of Saudi Arabia (MSCLF-SC-KSA) and introduces the first Saudi-specific definition of strategic communication: ...