The Role of Social Media in Political Control over Individuals: An Analytical Study of the War of Aggression in Yemen 2015–2020

Abstract

This study examines how social media has been leveraged as a tool for political control over individuals, focusing on the Yemeni war from 2015 to 2020. Conducted within the broader context of digital transformations in the Arab media landscape, the research employs a multi-theoretical framework, integrating Framing Theory, Technological Determinism, and the Diffusion of Innovations Theory. Through content analysis of coordinated digital campaigns orchestrated by regional actors, particularly the Kingdom of Saudi Arabia and the United Arab Emirates, on platforms such as X (formerly Twitter), the study uncovers the strategic use of electronic armies to shape public opinion and reinforce specific political narratives while suppressing opposing viewpoints. Techniques such as reinforced repetition, ideological discourse, othering, and collective discursive memory have played a crucial role in these efforts The research highlights notable digital campaigns and hashtags including #Hodeidah_Liberation and #Thanks_Saudi_Emirates, which have significantly contributed to legitimizing foreign interventions and reshaping collective perceptions of the conflict. Furthermore, it examines the psychological and social consequences of these campaigns on Yemeni audiences, particularly in terms of political polarization, the creation of artificial loyalties, and the fragmentation of critical public discourse.

The findings suggest that social media is no longer a neutral medium for information dissemination; rather, it has become a powerful instrument for shaping political consciousness and consolidating control. The study recommends a critical reassessment of digital media strategies in conflict zones, the advancement of media literacy among users, and the formulation of academic and technical policies to monitor and counteract digital disinformation in the Arab digital sphere.