Saudi Cultural Missions Theses & Dissertations
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Item Restricted From Oil to Diversification: Strategic Nation Branding in Saudi Arabia(Saudi Digital Library, 2025) Alissa, Reem; Caruana, RobertSince the launch of Vision 2030 in 2016, Saudi Arabia has aimed to reshape its international image, which has traditionally been defined by oil dependence and conservative values. It seeks to rebrand itself as a culturally rich, economically diverse, and globally engaged nation. This dissertation examines how the Saudi government strategically uses nation branding to challenge historical stereotypes and present a modern identity aligned with Vision 2030. Using an interpretivist, qualitative approach, the study draws on eight semi-structured interviews with senior stakeholders from key government entities involved in shaping and promoting the Kingdom’s national image. Data were thematically analyzed following Braun and Clarke’s (2006) framework. The findings reveal four interconnected strategies: cultural marketing, soft power through sports and entertainment, institutional empowerment, and strategic marketing that collectively contribute to building Saudi Arabia’s competitive identity, as noted by Anholt (2007a), and enhancing its soft power. Results show that Saudi Arabia’s branding efforts go beyond just promotional campaigns; they are deeply linked to structural reforms, cultural authenticity, and long-term development goals. While initiatives like global sports sponsorships, cultural festivals, and the rebranding of Saudi coffee have increased visibility, issues such as international skepticism, media bias, and tensions between rapid modernization and traditional values persist. The study contributes to the theory of nation branding by demonstrating that in large-scale national transformations, such as Saudi Arabia under Vision 2030, effective rebranding requires coordinated, cross-sector strategies based on genuine reform.43 0Item Restricted BUILDING SOFT POWER: NATION BRANDING THROUGH DIGITAL DIPLOMACY AT THE SAUDI MINISTRY OF CULTURE IN THE CONTEXT OF VISION 2030(Saudi Digital Library, 2025) Alasiri, Fatimah; Scott, Davidson; Ian, SomervillePrior to the launch of the Vision 2030 national development framework in 2016, the Kingdom of Saudi Arabia had limited cultural engagement with the world beyond. This in turn contributed to the development of negative and even Islamophobic stereotypes regarding the Kingdom, which undermined its global brand and soft power. Against this backdrop, this thesis examined the communication strategies used by the Saudi Ministry of Culture (MOC) to rebrand Saudi Arabia’s global image and enhance its soft power through digital diplomacy on the X/Twitter platform, as part of the broader Vision 2030 framework. Moreover, the study also investigates the perspectives of Saudi decision-makers regarding the implementation of Vision 2030 in the cultural sector. The thesis applied a case study methodology, wherein two main methods were deployed to collect and analyse data. The first was a multimodal analysis of the MOC’s posts on the X/Twitter platform from June 2021 to December 2023. The second was semi-structured interviews with elites and experts working in the cultural sector. The analysis found that the MOC’s X/Twitter account (@MOCSaudi_en) deployed a variety of communication strategies aimed at expanding its global reach by posting in multiple languages, particularly English, which is the language of media in globally influential countries. The findings also showed that the MOC deployed hashtags such as #UNESCOHeritage linked to #SaudiCulture as a digital strategy to connect Saudi cultural initiatives, partnerships, and events to the global arena. Furthermore, the findings indicated that the MOC’s digital content relies on visual elements such as videos, photography, and infographics to promote Saudi cultural heritage, along with live coverage of international events such as the Cannes Film Festival, with digital tools such as AI, VR, and AR also utilised to reinforce its cultural messaging. The experts and elites interviewed expressed support for the MOC’s digital strategies, which in reflecting the broader social, cultural and economic changes underway in the Kingdom, mean that the MOC’s efforts to rebrand the country occur on a foundation of authenticity. That said, they also noted the need for greater communication efforts to reach a global audience, and in particular, cautioned against relying on digital diplomacy alone.38 0Item Restricted Modernity Rooted in Heritage: Creating a New Image for the Nation(University of Edinburgh, 2024) Kareem, Mashael; Palo, TeeaSaudi Arabia is moving away from oil and other held stereotypes by diversifying the country’s economy through nation branding. Since then, there has been increased emphasis on the importance of the country’s rich cultural heritage. To better understand the ways in which heritage can be used to brand a nation, this study aims to unravel how Saudi Arabia is using heritage in its nation branding. The study also examines the impact of strategic frameworks such as Vision 2030 on the nation branding of Saudi Arabia. The study followed a dual-qualitative data collection approach, coupling netnography material with six semi-structured interviews of individuals who have worked for Vision 2030. The content of posts made by the Saudi Arabian government, as well six semi-structured interview transcripts were examined. Thematic analysis approach was adopted to generate the theoretical themes for this study. The findings suggest that Saudi Arabia has undertaken several strategies to nation brand their country with their rich heritage, such as incorporating heritage inspired designs in everyday items and coupling narrative with visuals. It was found that Vision 2030 is highly responsible for the nation branding with heritage initiative. The study concludes that nation branding with heritage is effective and that heritage plays a role in putting a nation brand on the world map. The findings extend theoretical knowledge on nation branding as well as provide multiple managerial implications to marketing practitioners. On this basis, further research on the private sectors role in nation branding with heritage is encouraged.19 0Item Restricted Esports World Championship in Saudi Arabia, League of Legends World Championship 2025(Brunel University, 2023-12-13) Nader, Asmaa; Wayne, Michael; Coleman, JosephineThis study aims to identify key concepts and analyze public relations tactics that can be used in Saudi Arabia for the League of Legends World Championship press conference public relations campaign. It discusses how these tactics can be employed to enhance collaboration, communication, resource sharing, and impact measurement within the campaign. The research emphasizes on the importance of using effective strategies to achieve campaign goals and maximize its impact.88 0Item Restricted Curating Digitization System: Digitizing Value-driven practices of Intangable Cultural heritage Fashion for Nation branding and Safeguarding(Saudi Digital Library, 2023-07-18) Alsager, Rynad; Vacca, Federica; Carulli, MarinaThis thesis explores the concept of Nation Branding and its influence on sustainable development through the digitization of a country’s Intangible cultural heritage (ICH) resources, to enhance the Saudi brand spiritual identity and Safeguard ICH fashion. focusing mainly on ICH fashion craftsmanship. Fashion is a crucial aspect of a country’s visual identity, it’s a source of pride for a country’s people, reflecting its traditions and values, contributing to both its economy and culture. However, in the case of Saudi Arabia rebranding and digital transformation, we notice a gap as there is limited access to information regarding Saudi ICH fashion on the internet, specifically relating to its intangible values that drives its fashion design aesthetics and functionality. This creates a gap in communication and connection between the Saudi Fashion identity and its digital generations fashion identity. the researcher is proposing a digitization system to establish and sustain an accessible digital point for craftsmanship and driving values of Saudi CH fashion on the internet. To address this issue, the research methodology employed a curative-innovative digitizing system, incorporating a qualitative Hybrid design using exploratory, historical documentation, and information design methods. Information design stage was in partnership with The Royal Institute of Traditional Arts (TRITA). As it was established as part of the Saudi Vision 2030 initiative to safeguard and educate Saudi Arabia’s culture for new generations as well as to promote its heritage with the world. It is important to note that the project section of the research represents the author’s opinion and is not endorsed by the Royal Institute of Traditional Art. Furthermore, it should be emphasized that this is a hypothetical scenario reflecting only the researcher’s perception. Moreover, the project part investigated Sustainability as driven-value to test the efficiency of the methodology, and choose Najd, the central region women’s fashion as scope to investigate it, and Al-Miqtaa costume craftsmanship as digitization sampling. The research findings confirm the validity of this digitizing system and highlight the value-driven nature of Saudi CH fashion, representing rooted and active values that can be a competitive advantage for the Saudi economy and branding archetype. Additionally, as part of the sampling project, it has been validated that sustainable design-thinking is deeply embedded in the Saudi society’s inheritance, resulting from the economic and environmental challenges they faced.21 0