The Role of Visual and Audio Content in Promoting Social Accountability Among Omani Youth

Hajar Al Saidi, Dr.Ali Salman, & Dr.Faridah Ibrahim
Faculty of Business, Information and Human Sciences, Infrastructure University Kuala Lumpur
Universiti Malaysia Kelantan, Malaysia
DOI – http://doi.org/10.37502/IJSMR.2025.8501

Abstract 

This study examines how visual and audio content influences social accountability among Omani youth on social media platforms. As digital media increasingly shapes public opinion and civic engagement, understanding the role of content such as images and videos is critical. Through focus group discussions involving three groups of Omani youth, each with five participants aged 18–29, this research explores their preferences, perceptions, and strategies for engaging with social accountability topics. The findings highlight the effectiveness of visual and audio content in raising awareness, inspiring critical thinking, and encouraging civic participation. Participants identified these formats as impactful, with their immediacy and emotional resonance fostering greater engagement. User-generated content and interactive tools, such as hashtags and live updates, were also seen as key in spreading awareness and mobilizing collective action. However, challenges such as privacy concerns, misinformation, and cultural sensitivities emerged as barriers to effective participation. This study provides practical recommendations for leveraging media to enhance social accountability efforts. Suggestions include improving media literacy programs to help youth critically evaluate online content, ensuring platform transparency and safety to build trust, and incorporating culturally relevant and interactive features to increase engagement. Collaborating with influencers who align with social accountability values was also identified as a way to amplify campaigns and reach youth effectively. By addressing these challenges and adopting strategic approaches, visual and audio content can play a significant role in empowering Omani youth to participate in social accountability efforts, fostering a more informed and active citizenry in Oman.

Keywords: Social accountability, Omani youth, visual content, audio content, social media.

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