Abstract
The present research explores one of the dark sides of social media. It attempts to understand what could be classified as an online incitement that could end up with creating uncomforted feelings toward modernization in Saudi Arabia and encouraging hate against other race and religions. The study attempts to understand how do the Saudi youth interact with generated content on social media, as well as trying to understand to what extent the ‘Sentiment Analysis’ algorithms can be utilized to design an online tool that classifies incitement and non-incitement tweets that are generated in the Arabic language. The research consists of three sequential phases, starting with a qualitative semi-structured interview with twenty participants, followed by a quantitative questionnaire that was distributed amongst 344 respondents, and ending up with developing an online free web application to analyze Arabic tweets. The study revealed that the online content associated with incitement can be classified into three levels based on its severity: a content that uses the traditional and direct incitement rhetoric. The second level is characterized by a content which includes emotional fuelling drives as well as anger provocation. The third level is characterized by a content which provokes the desire for revenge. The study also shows that despite the fact that there is a high level of social transition in Saudi Arabia and there is tolerance towards some aspects that used to be unacceptable before, there are issues that are still considered controversial and socially disputed in nature.
Digital Media
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