Social media and power in the Arab world: From dominant ideology to popular agency

Conceptualizing the social and political possibilities of digital mass-mediated communication in modern societies has generated a critical debate, ranging from proponents who conceive of its promising profound potential to sceptics who dismiss it as a trivial sociopolitical vacuity. For some observers in the field, social media has been mobilized to maintain hegemonic structures through a ‘weaponization’ of popular narratives on behalf of the dominant political elite. For others, social media discourse has signalled the end of grand narratives of political ideology, and has ultimately ushered in the age of subjective digital narcissism not unlike that of consumer culture in late capitalist societies. Beyond these two broader frameworks of inquiry, this article seeks to investigate the critical agency, popular sovereignty and transformative possibilities in socio-digital discourse in the modern Arab Gulf region. Recognizing the dominant and residual ideology within social media narratives, the article deploys Raymond Williams’ critical and insightful concept of ‘structures of feeling’ in order to critically assess the alternative emergent collective expressions that diverge from, yet respond to, hegemonic and dominant discourse. One of the main goals of this article, therefore, is to go beyond the conventional analysis of ‘utopian versus dystopian’ binary instrumentalization of social media in the region, to challenge the claim that media (both as technology and as technique) determine social and political consciousness. More specifically, and in contrast to McLuhan’s famed dictum that ‘the medium is the message’, this article contends that digital and social media virtues and contributions are not confined to the instrumental communication that serves practical purposes. Rather, and more fundamentally, digital and social media involve the practices and lived experiences of individuals, culture and society, especially those that constitute the formations of collective and emergent identities.