Imagining the Future: Visual and Narrative Representations of Neom in Saudi and English-Language Media

Abstract

This dissertation examines the media visual and narrative representation of Neom, Saudi Arabia’s ambitious megaproject. As a flagship initiative of Vision 2030, Neom is positioned as a model of high-tech urbanism, sustainability, and economic diversification. Through a qualitative content analysis of media narratives from 2017 to 2025, this dissertation explores how Neom’s identity is constructed across different media landscapes, highlighting the role of visual and textual representations in branding the city as a futuristic global icon. Findings indicate that Neom’s portrayal varies significantly depending on the media source and cultural context. Saudi media largely frame Neom as a symbol of national pride and progress, emphasizing its alignment with state-led modernization goals. Conversely, English-language media often adopt a more critical perspective, questioning the project's feasibility, environmental sustainability, and economic viability. The dissertation identifies key themes in Neom’s representation, including its portrayal as a luxury tourism destination, a technological utopia, and a contested site of sustainability discourse. By situating Neom’s media representation within urban geography and cultural geography frameworks, this dissertation contributes to discussions on the role of media in shaping place identity and global city branding. Drawing on theories of urban spectacle, postcolonial urbanism, and the branding of megaprojects, it highlights the ways in which competing narratives construct Neom’s image in both local and international discourse. Neom embodies a vision of the future that aligns with global trends in smart cities and ecological urbanism.