Digital communication in Middle East cultural institutions: developing a theoretical framework for the use of digital platforms

This study investigates the role of digital platforms in preserving and promoting cultural heritage in the Middle East, focusing on the integration of artificial intelligence (AI), virtual reality (VR), and augmented reality (AR). An analysis of 10 cultural institution’s social media activity (January–December 2024) reveals that information-based strategies dominate and limit participatory engagement. Using Van Ruler’s communication strategies framework, qualitative thematic analysis was applied by two independent coders using NVivo 14, yielding substantial intercoder reliability (κ = 0.82). The research findings indicate that institutional risk aversion, low digital literacy, algorithmic constraints, and limited resources are the key barriers to transformation. A conceptual model is proposed that identifies digital tools, communication strategies, and engagement outcomes moderated by multilingual content and staff competence.