PUBLIC RELATIONS MEDIATION IN CITIZEN ENGAGEMENT FOR OMAN’S NATION-BUILDING : THE CASE OF OMAN VISION 2040

Al Niyadi, Rahab and Cronin, Anne and Szerszynski, Bronislaw (2024) PUBLIC RELATIONS MEDIATION IN CITIZEN ENGAGEMENT FOR OMAN’S NATION-BUILDING : THE CASE OF OMAN VISION 2040. PhD thesis, Lancaster University.

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Abstract

This thesis investigates the functions and impact of public relations, represented by governmental public relations, in the context of mediating citizen engagement for nation-building in Oman. The thesis aims to situate public relations, which is scarcely studied in this country, in the wider critical, socio-cultural paradigm, placing public relations at the heart of societies. The thesis also seeks to clarify the concept of engagement, which is frequently used but lacks a precise definition, within the context of government communication. The study is significant in its response to gaps found in public relations studies of engagement, which despite its popularity, “tends to be mostly concerned with social media and online engagement, studied from management/functional and relational perspectives, focussed on organizations, anchored in western traditions and dominated by quantitative methodology” (Jelen-Sanchez 2017: 934). Unlike these perspectives, using a qualitative methodology, this study addresses engagement as a government communication practice from the lens of nation-building, taking a critical stand to evaluate public relations roles in societies, specifically in Oman; far from the Western political, economic and cultural traditions. Employing Oman Vision 2040 as an instrumental case study, I conducted semi-structured interviews with governmental officials who worked in communication and public relations-related fields and members of the general public (citizens). This has helped to provide a well-rounded argument supported by the perspectives of both parties. A thematic analysis has been conducted to examine how engagement in the context of nation-building is articulated, the functions of public relations in engagement initiatives for Oman Vision 2040 and most importantly the outcomes of the engagement mediated by public relations. The key finding of this study suggests that public relations has a dual impact, acting as a tool utilised by the government for its own advantages while concurrently fostering increased citizen empowerment. The study suggests that within the Omani context, engagement embodies a form of local democracy, characterized by adherence to communication normative standards such as active listening, dialogue, and reciprocal interaction. Public relations, through engagement with citizens, serves as an intermediary work driving this local democracy, thereby yielding significant impacts on the nation's democratization process. These impacts encompass the enhancement of citizens' political capital, the promotion of a culture of participation and active citizenship, the flourishment of public opinion and the enrichment of the public sphere.