Abstract
<jats:title>Abstract</jats:title> <jats:p>This research examines how social media influencers on the platform “X” (formerly Twitter) framed Riyadh Season 2024, a major initiative aligned with Saudi Vision 2030. The study focuses on identifying the dominant frames utilized by influencers and analyzing users’ responses to their content. Employing a comprehensive sample of posts and comments from October 13 to November 13, 2024, the research categorizes the frames into economic, political, cultural, disinformation, and religious themes. The study reveals significant variations in influencers’ engagement across these frames, with political and religious content being the most prominent. Disinformation emerges as a notable concern, particularly in the posts of specific influencers. User responses mirror these trends, reflecting high levels of engagement with political discourse and disinformation, alongside notable occurrences of cursing and swearing. Statistical analysis indicates substantial negativity in users’ comments directed at certain influencers, highlighting the polarized nature of the discourse surrounding Riyadh Season.</jats:p>