Chapter 30: Media Framing for Processing Visual Content on Digital Platforms and Its Role in Tourism Promotion

This study aimed to uncover the themes, content, issues, and media forms framed on the YouTube channels “Visit Saudi” and “Ministry of Tourism” to promote tourism in Saudi Arabia. It sought to identify the framing mechanisms and appeals present in the media messages directed at the audience, examine the temporal and spatial frameworks of each message, and analyze the language used in the videos published on the YouTube channels of the two official entities: “Visit Saudi” and the Ministry of Tourism.