THE TRANSFORMATION OF PRACTICES SURROUNDING THE CELEBRATION OF MAJOR ISLAMIC HOLIDAYS IN URBAN MUSLIM FAMILIES: BETWEEN RELIGIOUS TRADITIONS, MODERN CONSUMPTION, AND SOCIAL REPRESENTATION

Abstract

This study examines the shifting socio-religious and cultural landscape within the contemporary Saudi Arabian domestic sphere by analyzing the transformation of Islamic holiday celebration practices among urban Muslim families under the influence of Saudi Vision 2030. Utilizing a qualitative descriptive-analytical case study design, this research purposively focuses on upper-middle-class households in major metropolitan centers, specifically Riyadh and Jeddah. Data were systematically collected through semi-structured in-depth interviews, digital observations of family lifestyle representations on social media, and visual documentation, which were subsequently evaluated using thematic analysis alongside the theoretical frameworks of Jean Baudrillard’s consumer culture theory and social representation theory. The findings indicate that the acceleration of state-led urbanization and economic modernization has fundamentally restructured traditional celebration dynamics, shifting the center of gravity for Eid al-Fitr and Eid al-Adha from sacred-conservative tribal rituals to a highly commercialized cultural hybridity. While core normative religious obligations are carefully preserved, the domestic preparation and celebratory periods are increasingly dominated by luxury retail consumption, high-end hospitality markets, and state-sponsored entertainment events. Furthermore, the ubiquity of global digital platforms, particularly Snapchat, Instagram, TikTok, has redefined traditional family privacy boundaries by turning the private household into an expressive digital stage for performing contemporary class status. This rapid commercialization introduces a distinct value ambivalence among Saudi youth, who increasingly recontextualize sacred times as secular vacations and opportunities for personal entertainment rather than pure spiritual devotion. These insights highlight the urgent necessity for family and educational institutions in Saudi Arabia to actively maintain the essential spiritual virtues of Islam modern