Saudi Cultural Missions Theses & Dissertations
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Item 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.14 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.60 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.11 0