Different Platforms, Shared Belonging: Media Preferences, Cultural Identity, and Perceived Online–Offline Self-Discrepancy across Saudi Generations

Abstract

This study examines generational differences in preferences for traditional and digital media in Saudi Arabia and their association with three dimensions of cultural identity: reported language practices and attitudes, social values, and national belonging. A descriptive-analytical survey was administered electronically to a non-probability quota sample of Saudi citizens (N = 372; 124 per generation) recruited through social networks. Data were analyzed using one-way ANOVA, Pearson correlation, and chi-square tests.

Preferences for channels varied by generation: official TV was most strongly associated with Generation X (F = 28.2, p < .001) and TikTok with Generation Z (F = 15.7, p < .001). Motives also differed across generations (χ² = 41.85, df = 6, p < .001): Generation X more often cited cognitive/informational reasons, whereas Generation Z was more often motivated by entertainment. Contrary to the predicted negative relationship, digital media use was not associated with reported linguistic-hybridity practices (code-switching, attitudes toward English, and Arabizi use) or social values and showed only a weak positive relationship with heritage pride (r = .146, p = .004). The data therefore offer no evidence that digital media use erodes cultural identity, although a cross-sectional survey cannot establish causal effects.

The only belonging-and-identity item that differed robustly by generation was a single-item measure of perceived online–offline self-discrepancy (“identity duality”), which was highest among Generation Z (F = 5.408, p = .005, η² = .027). There were no significant generational differences in national pride or global citizenship. The results point to intergenerational differences in perceived online/offline consistency rather than a gap in values.