Strategies of Resonance and Authority: A Sociolinguistic Analysis of the Saudi Ministry of Health's Crisis Communication During the COVID-19 Pandemic

Abstract

The COVID-19 pandemic has necessitated effective crisis communication from governmental organizations worldwide. This study examines the multi-layered communication strategy adopted by the Saudi Ministry of Health (MOH) to engage the public during the pandemic. Employing a blend of sociolinguistic and rhetorical analyses, we scrutinize how the MOH calibrated its messaging to encompass elements of social solidarity, religious imperatives, and cultural values, alongside more authoritative and strict directives. This dual approach facilitated the MOH's ability to capture the public's attention and encourage compliance with health guidelines. The study finds that the MOH's strategy constituted a nuanced and adaptive model of crisis communication that both respected and leveraged the Saudi society's multi-dimensional identity, comprising its cultural, religious, and linguistic facets. By understanding these multiple layers, the MOH crafted a message that was scientifically rigorous, culturally sensitive, and emotionally resonant. This paper argues that the Saudi MOH's complex strategy offers critical lessons for crisis communication that respects both the scientific and sociocultural imperatives of pandemic response. It presents a compelling case study for government organizations seeking to harmonize scientific guidelines with the socio-cultural fabric of their communities, particularly in times of crisis.