Institut für den Nahen und Mittleren Osten


Dr. des. Sabrina Zahren

Dr. des. Sabrina Zahren

Studiengangskoordinatorin - Doktorandin (Arabistik)


Institut für den Nahen und Mittleren Osten
Veterinärstr. 1, Zi. 008a
D-80539 München

Telefon: 0049-89-2180-3932

Di 11 - 13 Uhr
Mi 10 - 12 Uhr

Ich bitte um Voranmeldung per Email.

Bei ausführlichen Anliegen oder Fragen sehen Sie bitte von Emails ab und melden sich direkt zur Sprechstunde an. Eine ausführliche Email-Korrespondenz mit einzelnen Studierenden ist organisatorisch nicht umsetzbar.


Forscher:innengruppe "Arabische Massenmedien und (trans)regionale Netzkulturen"

Dissertation (in print): Saudi Influencers on YouTube. The global, regional and national dimension of audio-visual content in digital capitalism.

Abstract: Beginning from 2015 until today, the Arabic-speaking YouTube sphere is dominated by influencers from the Arabian Peninsula, especially from Saudi Arabia. They are fully adapted to global standards that I call the “global consensus.” Those highly professionalized actors are embedded in a regional media ecosystem, that connects them to advertising, marketing and, on a local scale, to nation-branding. Those key aspect of Social Media, as part of digital capitalism, didn’t get much intention in Arab Media Studies, due to methodological and theoretical reasons. I therefore intend to implement a hybrid perspective to the field, focusing on the Political Economy of Social Media in the Gulf, as well as on influencers and Influencer Culture. My method consists of a quantitative and qualitative analysis of 396 videos from seven commercially successful Saudi YouTube channels, spanning a timeframe between 2014 and 2022, and covering genres like “Beauty & Fashion,” “Family” and “Travelling.” The findings will then be examined through a global, regional and local/national lense to identify recurring patterns, aesthetics and narratives.