Virtual Linguistic Landscape in Saudi Arabia: A Sociosemiotic Analysis of Three Entertainment Events

Given the widespread use of social media where communication can take different shapes, this study explores the virtual linguistic landscape of three entertainment events held in Saudi Arabia: Riyadh Season, Diriyah Season, and Jeddah Season. Using a sociosemiotic approach, the study quantitively and qualitatively analyses 210 images of promotional materials posted on the X accounts of these events. It examines the choice of languages, the prominence given to the selected languages, and the form of language presentation, including the order of languages, font size, amount of information, and translation of texts in the bi/multilingual signs. The analysis reveals a coexistence of Arabic and English, with Arabic being more preferred in bi/multilingual signs and English predominating in monolingual signs. Chinese has a minimal presence, which suggests a growing appreciation or demand for it in accordance with current trends in the country. The study provides insight into how linguistic practices adapt to social changes and trends nationwide.