Unveiling progress: a visual exploration of Saudi women in the workforce

Abstract

Abstract This qualitative paper employs framing theory to examine the evolving media representation of Saudi women in the workplace, particularly focusing on a visual analysis of 30 media images collected between April and September 2023. The study reveals a departure from traditional portrayals in Saudi Arabian media and Western perceptions of Saudi women as oppressed and passive, highlighting a significant shift in Saudi media platforms following Vision 2030. The application of the denotative system of visual analysis revealed a contemporary narrative emphasizing women’s empowerment and their entry into previously male-dominated professions, including military, policing, technology, business (especially small and medium enterprises), and public transit. This transformation in media framing aligns with Vision 2030’s broad socio-economic goals, indicating a positive trajectory toward a knowledge-based, diversified economy. Saudi women’s increased visibility in the labor market is not only a demonstration of societal change but is also indicative of their active involvement in economic and political spheres. The findings underscore the powerful role of media framing in conveying significant political, societal, and economic shifts, shedding light on the dynamic and progressive changes in gender roles within Saudi Arabia.