Qatars Nation Branding Strategies

Qatar's Nation Branding
Strategies: The
Effectiveness of Soft Power
Student Name: Bader Emad Mohammed Ali Mahdi Almaskati
Student ID: 601653
Supervisor: Prof. Dr Stephen Hopgood
Word Count: 9805
MA International Studies and Diplomacy
15/09/2014
This dissertation is submitted in partial fulfillment of the requirements for

the degree of MA International Studies and Diplomacy of the School of
Oriental and African Studies (University of London)
Qatars Nation Branding Strategies: The Effectiveness of Soft Power
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students of SOAS) concerning plagiarism. I undertake that all
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been written for me, in whole or in part, by any other person(s). I
also undertake that any quotation or paraphrase from the
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discretion, following final examination, to be made available for
reference.
Name: Bader Emad Mohammed Ali Mahdi Almaskati

Programme of study:
MA International Studies and Diplomacy
Date: 15th September 2014
Abstract
Soft power and nation branding are essential factors for a state to
communicate with global audiences around the world. A state's
investments in public diplomacy, and nation branding campaigns
can prove to be effective in terms of establishing relationships with
other countries, promoting tourism, and to gain influence in the
international community. Qatar has established various soft power
resources such as the Al Jazeera news network, FIFA World Cup
2022, and several cultural and educational exchange programs with
countries from around the world. This dissertation will conclude that
soft
power
has
proved
to
be
an
effective
strategy
to
be
implemented by the state of Qatar, the small state has established

itself in the international community by gaining legitimacy and
credibility in the international community, which gives the small
state the ability to gain regional influence. Through these soft power
strategies the small state can go forward to pursue its ambitious
foreign policy objectives.
Table of Contents
1. Introduction..........................................................................................................p4-5
2. Analyzing Soft power and Nation Branding ................. p6-17
A Creating an Identity........................................................................................p6-8
B
Selling the Idea...................................................................................p8-11
The Evolution of Soft Power........p11-13
D Soft Power and Classical Realismp13-17

3.
The Influence of Al Jazeera......................................p18-23

A. Emergence of an Independent Arab News Channel.......................................p18-20
B. A Gateway for The People of The Arab World...............................................p21-22
C. The Al Jazeera Brand....p22-23
4. Qatars Sports Diplomacy.........................................................p24-30

A Financing and Sponsoring Sporting Events.....................................................p24-26
B
Qatars World Cup...........................................p26-30
5. Promoting Cultural Soft Power.p31-39

A. Cultural Investments..p32-37
B. Strategic Objectives of Qatars Cultural Diplomacy...p37-39
6. Conclusion................................................................................................................p40-42
Bibliography...p43-47
1. Introduction:
3
Qatar, a small state located in the Middle East region with

natural gas reserves of 900 trillion cubic feet making it the third
largest in the world after Russia, and Iran. With a population of over
just two million people, Qatar has managed to come up with a solid
identity for itself to gain recognition and credibility in the
international
community.
In
recent
years,
Qatar
has
proved
successful in standing out as a sovereign state and looking out for

its national interest. The small state has managed to successfully
implement soft power strategies to secure its foreign policy goals
and objectives. The Aljazeera News channel proved to be a
successful tool that was used by the Qatari government to maximize
its diplomatic influence internationally through free press and
liberalization in the Arab World.
The exposure of the conflicts in the Arab world provided the
Qatari state with immunity from the foreign public against the
criticism of the lack of democracy within the region. Qatar has been
using
diplomatic
strategies
to
distinguish
the
state
as
peacemaker, by hosting mediation events as well as giving aid to

other states that have suffered from natural disaster to enhance the
state's
soft
power
and
global
image.
Having
made
major
contributions to pragmatic engagement with the West, Qatar has

vastly invested in education, promotion of human rights, and gender
equality. The state of Qatar has made major investments to change
the outdated stereotypical views towards Middle Eastern countries
when it comes to culture, and Middle Eastern values. Branding the
4
small island through international media, as a crisis mediator, and

sports, Qatar has built an image for itself as a credible actor that
has the ability to influence the dynamics of international relations.
This dissertation will critically asses how soft power has proved that
it was an effective tool used by the Qatari government to build a
new national identity. This dissertation will then conclude that nation
branding and public diplomacy is an important tool for states to
expose their identity to the international community. Soft power
enables a state to reach out to secure its foreign policy goals and
objectives, and to build long term relationships with other countries.
2. Analyzing Soft Power and Nation

Branding
A. Creating an Identity:
Qatar is a small state competing for public consciousness
around the world. However, it is not easy to change the
worlds perception of a nations image. In this crowded global
marketplace, most people and organizations dont have time
to
learn
much
about
other
places.
The
clichs
and
stereotypes-positive or negative, true or untrue-fundamentally

affect our behavior towards other places and their people and
products (Anholt, 2007 p.8). Over the years Qatars identity
has been closely tied with the conservative Islamic values
which are widely misunderstood. As a progressive country the
Qatari state is using soft power strategies to enhance its
credibility amongst the international community. The soft
power of a country rests primarily on three resources: its
culture (in places where it is attractive to others), its political
values (when it lives up to them at home and abroad), and its
foreign policies (when they are seen as legitimate and having
moral authority) (Nye, 2004, p.11).In order for Qatar to
6
extend its international influence it has vastly invested in

Public Diplomacy through cooperation with Non-Governmental
Organizations (NGOs) and Multinational Corporations (MNCs),
promoting cultural awareness/exchange, promoting tourism
through hosting events (increasing openness), and by giving
out financial aid to countries that are in need.
Nation branding can lead to increasing the national prestige,
increasing the export of goods, and improving cultural awareness.
Commercial branding can be just as relevant to nation branding in
terms of consumer behavior and brand value. A successful brand is
one that has a unique name and image in a consumers mind and
that is what gives a brand an advantage over its competitors. A
national brand strategy determines the most realistic, most
competitive and most compelling strategic vision for the country,
and ensures that this vision is supported, reinforced and enriched by
every act of communication between the country and the rest of the
world. (Anholt, 2005, p.11)Qatar is seeking to become a regional
power and is trying to compete with its neighbors Saudi Arabia and
Iran.
As
sovereign
state
Qatar
is
looking
for
regional
independence, it does not want to be perceived as a state that has

the same characteristics of its neighboring countries. Promoting
Qatari Cultural awareness and values will eventually lead the small
Gulf state to expose its identity and differentiate itself from its
neighboring countries.
It is important for countries to be fairly
understood and that the world is getting the right message that the
state is aiming to deliver. However, the support of the Qatari
government to the Muslim brotherhood over the role of political
Islam within the region has led to major disputes between the Qatari
government and member states of the Gulf Cooperation Council
(GCC) in March 2014. These diplomatic disputes led to the
withdrawal of the ambassadors of Saudi Arabia, UAE, and Bahrain
from Qatar. Interestingly the Qatari government are standing firm to
their decision of supporting the Muslim brotherhood which makes
Qatars situation diplomatically sophisticated.
Moreover, these actions have further enhanced Qatars
credibility to the west as being a sovereign state that is acting in its
own interest and being a state that is capable of making its own
decisions regardless of its neighboring countries. The emir of Qatar,
Sheikh Tamim Al Thani has made it very clear that the changes in
the status quo within the region need to take place in order to
challenge the stereotypical view of the international pubic towards
the Qatari state. From a realist perspective in international relations
it may be argued that the dispute between the GCC states and
Qatar was a cause of classical balance of power dynamics. The
decisions taken by the Qatari government to support the Muslim
brotherhood in Egypt had a negative effect on its relationship with
its
neighboring
countries.
However,
having
the
US
security
guarantee which backs Qatar, has allowed the small Gulf island to
8
pursue its foreign policy objectives of building an international

image as an honest broker within the region. Although, Qatar
needs to be careful when it comes to funding the Muslim
brotherhood because it may be seen as the small state is exercising
far more power than what it is capable of which will affect the
balance of power dynamics within the region. In this case Qatar are
playing a high risk game, as the states objective power is limited
and they do not want to be labeled as taking the side of supporting
extreme Islamic groups or the axis of evil.
B. Selling the idea:

Soft power is the ability to affect others to obtain the
outcomes one wants through attraction rather than coercion or
payment (Nye, 2004, p.4). As a small country, Qatar is using soft
power to shape up the preferences of other states, by persuading
states to buy into the Qatari culture and values. A country may
obtain the outcomes it wants in world politics because other
countriesadmiring its values, emulating its example, aspiring to its
level of prosperity and opennesswant to follow it.(Nye, 2004,
p.4). Soft power uses the methods of attraction through both
internal and external practices to gain the policy outcomes that a
state desires. Qatar is getting other states to buy into its values
through its friendly behavior towards other states; these actions
attract the international community in a way that states want to

help Qatar into achieving shared objectives.
Furthermore,
Qatar
has
proved
to
be
an
influential
international actor through acting as a regional intermediary and

establishing discussions with groups such as Taliban and Hamas,
which the US has difficulty interacting with. Playing the role of the
regional mediator has given Qatar more credibility and legitimacy to
pursue its foreign policy objectives. Qatar is seen as a country that
has the ability to solve regional conflicts, a unique characteristic
that brings people together to reach consensus on difficult issues.
The Qatari government is looking to distinguish strong and more
durable ties with the United States and the West by using the power
of 'legitimacy' to secure the regional security of the small island.
The expansion of public diplomacy in the post-Cold War era
has proved effective in maintaining the balance of power, this has
given small sovereign states the opportunity to act in their national
interest without the use of military power. States have the ability to
build
relationships
and
establish
national
brand
through
reputation, credibility, and legitimacy. The Qatari state has been

raising its public diplomacy profile by closely tying its image with
major events that are occurring in the Middle East region, in an
effort to communicate with the international community and as a
way to magnify their influence within the global society through
foreign aid, free press, and sports diplomacy. Qatars nation
10
branding strategies focus on the political and social image of the

nation to further enhance the countrys soft power.
The messages that are broadcasted by the Qatari government
to the international public are simple to understand and recall.
People are exposed to many messages every day, having a short
and precise message repeated on a regular basis makes the ideas
easy to grasp and understand. The goal is to sell the idea to the
public and make them buy it, the main objective of public diplomacy
as Nye explains it is to be able to win the hearts and minds of the
public. (Nye, 2004, p.13) However, there is more to soft power than
just delivering a message to the public. The ethics of soft power
may sometimes backfire against a state if it promises and fails to
deliver. It is very difficult if not impossible to measure soft power; it
is indirect and based on long term relationships. For a state to
maintain its reputation it must channel or limit its activities in the
way it prefers.
A state must stick to its reputable image so that it will not
need as many costly carrots and sticks. It is almost like branding a
product; a reputable brand enables its consumers to take the
quality, sophistication, and reliability of the product on trust. An
example would be when a consumer sees the Apple logo the first
thing that will come to their mind is a high end innovating and
creative technology. Apple has managed to brand its image through
advertising and marketing strategies and they have never failed to
11
disappoint. The same implies on states using soft power and public
diplomacy strategies they have to deliver what is expected by the
public. A product with a famous name is one you can usually
depend on to do what it is meant to do, one thats made with quality
ingredients or components, and backed by a substantial company
which probably cares enough about its reputation to work hard to
remedy any problems you may have with the product later on. A
branded service, one hopes, invests constantly in the best training
for the best people (Anholt, 2007, p.3).
Qatar has managed to enhance its soft power strategies and
global
image
by
gaining
reputation
as
peacemaker.In
international politics, the resources that produce soft power arise in

large part from the values an organization or Country expresses in
its culture, in the examples it sets by its internal practices and
policies, and in the way it handles its relations with others(Nye,
2005, p.95). A successful public diplomacy strategy is one that
serves the long term interests of the state. When a state uses public
diplomacy it must take into consideration that a state is transferring
accurate and honest information to the public, and that the policies
that are undertaken by the state serve the interests of the world.
The factors that make soft power so attractive are that it is a
different currency that does not include money or threats. The
objective of states that use public diplomacy is to gain exposure and
to demonstrate values of openness to promote peace building and
collaboration between states.
12
C. The Evolution of Soft Power:

The days in which a states power could be measured in the
size of its military forces or in traditional patterns of enforcement
are long gone. The power of influence and legitimacy is what gives
states the power to push their agenda forward towards the
international community. The development of technology has
allowed information to spread rapidly and to be accessible at all
times. The evolution of social media channels has made it easier for
the people around the world to interact with one another. Social
media has been used by governments as well as NGOs as a tool to
gain exposure and to send their message across. The evolution of
digital communication has changed the dynamics on how news is
delivered to the public. Social media can be used by governments to
reach out to global audiences to promote a certain cause. The
Qatari government is publishing its accomplishments and peaceful
reforms to gain international recognition on international news
websites and social media in order to have a greater social impact
within the international community. The evolution of technology can
be used as a tool for advocacy to tell the story of a nation by
targeting international audience.
Technology can be used by governments that are seeking for
cooperation with states that have mutual interests; it can also act as
a beneficial factor for legitimizing certain actions that states
implement. Today, governments are taking advantage of the
13
evolution in technology by using it as a tool for soft power to create

branding campaigns and as a means to establish marketing
communications techniques to gain exposure, attraction, and to
become
preference
among
international
audience.
Public
diplomacy and nation branding are two closely linked concepts.

Nation branding concerns how a state as a whole presents its
identity to other nations, whereas public diplomacy is a subset of
nation branding that focuses on the political brand of a nation(Fan,
2008, p.20).
Qatars oil and natural gas wealth and production have been
part of the states branded image in order to serve its economic
objectives. Whenever a news article is published about the Qatari
state, it usually begins by stating the wealth of the emirate and that
it has the highest Gross domestic product (GDP) in the world. The
creation of Qatar Airways which is the state owned flag-carrier of
Qatar. The airline operates services across all continents around the
world, flying to over 120 destinations. Qatar Airways is a world class
flight carrier that is known to be quality oriented. The airline
represents the Qatari state by carrying its name into over 120
destinations
and
using
the
word
Qatar
in
its
advertising
campaigns. The mission of Qatar Airways is excellence in

everything we do. The image of Qatar Airways builds a reputation
for the Qatari state as a state that is culturally aware and is
committed to excellence in its services. With proper branding,
Qatar becomes more than simply a place where oil or natural gas is
14
produced, and Doha more than an anonymous city with modern

buildings
and
shopping
malls.
The
fundamental
advantage,
however, is that it assures the legitimacy of the micro state and

increases its awareness which will enhance the prospects of the
states survival.(Peterson, 2006, p.748).
Soft power has proved to be the most efficient and effective
strategy to set the agenda and to attract others in world politics.
Qatar is using multiple soft power strategies to differentiate itself
from its neighbors to broaden its appeals and to create a unique
brand. Soft power gives states the ability to shape their long term
attitudes and preferences which grants states the privileges of
protecting their political/economic goals.
D. Soft Power and Classical Realism:
The concept of power is closely associated with the theory of
classical realism in the field of international relations (IR). From a
classical realist account, struggle for power and security is the
dominant logic in world politics. International politics are always
power politics; for it is impossible to eliminate power from them. The
Qatari state is turning to the west as potential allies. Therefore, the
Qatari state is investing vast sums of capital wealth in its soft power
strategies in order to enhance its image and increase the states
credibility within the region to attract international investments. The
basic aim of Qatars soft power strategy is to ensure that the overall
distribution of power within region operates in its favor. An example
15
of a soft power strategy to maximize influence within the region

would be the Qatari relations with Israel. Qatar, being the only gulf
state to maintain official relations with Israel has helped the small
Emirate to broaden its foreign policy agenda by gaining the trust of
the western allies through special relationships. The Qatar Israel
relationship has helped Qatar economically by supplying gas to
Israel, and it has also helped in strengthening its ties with the US
through amicable relations. These relations were also in the Israeli
favor in terms of political interests, and to enhance diplomatic
relations within the region. There is just equilibrium in the
relationship between the two states, and proves that there is no
such thing as an altruistic alliance. Therefore, soft power was used
as a tool by Qatar to correct its relations to achieve a greater degree
of influence over the dynamics of politics within the region.
Legitimacy
is
power
reality,
Competitive
struggles
over
legitimacy are part of enhancing or depriving actors of soft power

(Yasushi and McConnell, 2004, p.13).The concept of Soft power is
based on a long term approach for a state to get other state to coopt through attraction, as opposed to hard power in which a state
uses threats of military power to gain the outcomes that it wants.
Furthermore, when power is used in coercive measure it is
measured as A exercising power over B when A affects B in a
manner contrary to Bs interests.(Lukes, 2005, p.30) However,
through public diplomacy strategies Qatar has used the power of
16
legitimacy and attraction to affect the opinion of the public. Through

its ambitious foreign policy, Qatar is sending an image to the public
that it is a friendly state that encourages cooperation and aims to
gain stability within the Middle Eastern region. In this situation A is
giving images to B, A wants to give an image to B that they are in a
particular world, and wants B to take part in that world. Persuasion
and attraction may be employed to influence behavior and attitudes
of state and non-state actors; the Qatari state is setting an agenda
of economic prosperity and success for its potential allies. Carr
(1964) writes that power over opinion is not less essential for
political purposes than military and economic power, and has
always been closely associated with them. Carr devoted specific
attention to analyzing propaganda as a form of power over opinion,
which he considered to be a potent political force. It can be argued
that power comes with the ability to shape the opinions and
preferences of others. In an information age, it is often the side
which has the better story that wins. In the recent [2006] fighting in
Lebanon, for example, Israel was militarily stronger than Hezbollah,
but many observers believe that Hezbollah won because it was
better able to shape the post-war narrative (Nye, 2008, p.11).
As Qatar is taking the role of the mediator in the region, the
small state is moving a step forward to reaching its foreign policy
objective of sustaining a leading regional position. Skeptics may
argue
that
Qatar
taking
the
leadership
17
role
in
the
recent
intervention in Libya and by funding militant groups in Syria, these

actions led to a shift in the balance of the states identity as a
peaceful mediator by being accused of promoting the escalation of
violence within the region. However, Qatar are using multiple soft
power strategies because the state is susceptible to sources of
instability within the region, the small state is interested in
maintaining the status quo to maintain its security and stability, and
it is doing so by embedding itself with the western alliance. Qatars
role in the Libyan intervention extends beyond the circumstances
facing the Libyan population; the intervention was mainly pursued in
the national interest of the great powers. Approximately 85 percent
of Libyas oil exports in 2010 went to Italy, France, Britain and Spain
(The Economist, 2011). In this occasion, game theory can be applied
to explain the choices of Qatar. On one hand, the Qatari government
has used Aljazeera as a resource to mobilize support for collective
actions.
Moreover,
Qatars
image
as
regional
mediator
that
represents universal values makes it easier to mobilize collective

actions in order for it to help its western allies. On the other hand,
Qatars humanitarian acts of protecting civilians and promoting
peace within the region gives Qatar more credibility measures and
strengthens the states
relationship with the west, leading to an
increase in national security as well as achieving the states goal of

exercising leverage on the international community. Also, Qatars
18
cooperation with the West will promote its economic leverage by

increasing the extensive economic links between Qatar and the
West, especially in the hydrocarbon sector.
19
3. The Influence of Al Jazeera:

A. Emergence of an Independent Arab News Channel:
1996 saw the emergence of one of the most influential news
organization in international politics today. Aljazeera was established
from the Qatari Emir Hamad bin Khalifa Al Thani with an initial
contribution of $147 million. Arab media has an experienced a
radical shift since the launch of Aljazeera. Qatar has managed to
capitalize on the decline of BBCs Arab World Service news channel
broadcast from London which was due to cultural sensitivities.
Aljazeera news expanded to become a powerful advocate with
particular political ambitions. The Qatari based news channel offers
a new and different perspective in delivering news; the news
channel
focuses
on
freedom
of
speech,
democracy,
and
transparency. Aljazeera has changed the political landscape in the

Middle East. The Qatari originated news broadcasting channel has
become a distinguished high-quality product for delivering Arab and
Islamic issues in detail while offering its viewers a broad picture of
what is happening in as much of an unbiased manner and as broadminded as possible. The official motto of the Aljazeera network is
the opinion and the other opinion.
Aljazeera has managed to differentiate itself from Arab news
channels by being able to stand out as an independent actor and by
putting pressure on Arab governments to take action on certain
20
issues and to alter their domestic policies. The media organization

has managed to enhance the prestige and credibility of the Qatari
state within the international community through its visibility and
influence on the Arab world. Coinciding with its independenceidentity is Al Jazeeras image as a news network whose primary
concern is that of the public as a whole. It is not merely that Al
Jazeera is independent from existing nodes of power in the
international community. The brands popularity is due not only to Al
Jazeeras independence from existing nodes of power, but also to
the networks identity being tied to serving an imagined pan-Arab
community(Powers and Glilboa, 2007, p.68).
The norm of censorship in the Arab region began to undo due
to the rise of Al Jazeera. The Qatari based news channel ultimately
empowered Arabs to take action towards their governments
policies. During the Egyptian uprisings, Egyptian TV was not
publicizing the demonstrations in Tahrir Square. While Al Jazeera
was showing hundreds of thousands of people calling for the end of
the regime, Egyptian TV showed humdrum scenes of traffic quietly
passing by; when Al Jazeera reported hundreds of people queuing
for bread and petrol, Egyptian TV showed happy shoppers with full
fridges using footage filmed at an unknown time in the past(Miles,
2011). The influence of Al Jazeera has helped bring revolution in
Egypt; this has given Al Jazeera much credibility as an organization
that promotes democracy through free press, without resource to
censorship and editorial bias. Al Jazeera media has managed to win
21
the hearts and minds of millions of Arabs through its support and
coverage throughout the Arab Spring. The networks public
discourse reveals a consistent theme emphasizing Al Jazeeras
obligation to its transnational Arab and Muslim audience, part of a
rhetorical trope that taps into one of the defining characteristics of
todays new public diplomacy: understanding communication as
dialogue(Powers and Gliboa, 2007, p.71). Officials in the West
relied upon Al Jazeeras transmissions to monitor developments that
were taking place in Egypt during the uprisings. Although skeptics
can argue that Qatar was biased and was supporting the Muslim
Brotherhood, the actions taken by Al Jazeera showed that Qatar was
a progressive society. The tiny island has become a major influential
actor in Middle Eastern politics, by proving that their media channel
was a powerful advocate that has the ability to influence and shape
public opinion in foreign societies.
After the attacks of 9/11 is when Al Jazeera became a
significant player in international politics being the only international
news organization with an operating bureau in Kabul. This provided
the news channel with firsthand exposure to the events that took
place during the Western intervention. The delivery of the news
focused on the damages that were caused in Afghanistan due to the
western intervention. Al Jazeeras cameras focused on the civilian
and the infrastructural damage caused by the American-led
invasion, producing images that were seen quite unfavorably by an
American government struggling to build international support of
22
their newfound military endeavor(Zayani, 2005, p.3). The news

channel was criticized by the West as being linked to terrorist
organizations and as a broadcaster of hateful propaganda.
However, the news channels influence grew among Arabs and
Muslims, and the West started to realize how important it is to win
the support of the Arab world to further its foreign policy objectives.
B. A Gateway for the People of the Arab world:

The Aljazeera news network has become a gateway for Arabs and
Muslims to be heard. The global media has been controlled for a
long period of time by the west until the rise of the Qatari based
news channel. Western correspondents and newspapers were
constantly criticized towards having a biased agenda when it comes
to covering conflicts in Arab states. When Emir Tamim bin Hamad Al
Thani came to power in 2013 he decided to abolish the ministry of
information in an effort to avoid sectarianism within the region. The
Emirs speech in announcing his acceptance of his fathers transfer
to power Emir Tamim stated: We are a state, a people, a cohesive
society not a political party. We therefore seek to maintain
relations with all governments and nations. We respect all dedicated
and influential political movements in the region, and side with no
party against another.(Almuhannadi, 2013)
23
The press gained more freedom in delivering news through the lens
of the Middle Eastern people. Conflicts that were rising in the Muslim
world that were viewed as insignificant by global media started to
gain more attention, allowing opposition groups space to criticize
their repressive governments. Aljazeera has been the only Arab
broadcaster to make serious inroads with western audiences,
challenging
the
stereotype
that
globalization
must
mean
westernization (Kinninmont, 2013).It is impressive how a small Arab

country such as Qatar has managed to exert influence on the
western countries via the power of its media. Al Jazeera made it
very easy for its viewers to access it whether it was through
satellite, internet, and phone through Al Jazeera Mobile.
The distribution strategy of the media organization expanded
to North America and Europe by launching Al Jazeera English which
is a 24 hour English-language news channel that is targeting global
audience to gain brand recognition in the West and works to expand
Al Jazeeras influence as a global media player. Also, the news
channel has expanded its product offerings when it launched the Al
Jazeera sports channels, which have exclusive coverage for major
sporting events among the world such as the Olympics, the world
cup, and major European leagues.
Al Jazeera has managed to
distinguish itself amongst the worlds most influential brands, and

has been gaining mainstream credibility beyond its borders.
C. The Al Jazeera Brand:
24
Al Jazeera had succeeded in building a powerful brand. The

media channel is now competing with major international news
broadcasters such as BBC and CNN in terms of the number of global
audience. The fact that the media network is the first of its kind
within the Arab region has given it a first-mover advantage over
regional television broadcasters. Creating strategic partnerships to
develop its reach to global audiences, Al Jazeera have made several
deals with major cable and news operators around the world such as
Hong Kong Cable Limited, The Independent, and Time Warner Cable.
However,
western
audiences
view
Al
Jazeeras
news
as
propaganda tool for the Qatari government, it still the most

influential source for delivering news from the Arab world.
Today, viewers have a choice in making their opinion towards
issues that have previously been ignored by the sectarian spectrum
of the West. Although, one can argue that Al Jazeera has been
accused of being biased towards certain issues and is seen leaning
towards a certain political party. A counter argument from a
liberalist perspective would be that the Al Jazeera is acting to
influence the national interest through globalization; it is seeking to
create economic, social, and cultural incentives across borders by
focusing on groups that influence the national interest to reach its
political goals which are defending their political sovereignty and
national security. Al Jazeeras public diplomacy has helped the Gulf
island gain leverage over its oil rich neighbors, by implementing its
soft power strategies Qatar is distancing itself from the image of
25
being viewed as just an oil-rich country, the Qatari state is trying to

shape its identity to be viewed as a country that promotes
democratization and freedom of expression.
4. Qatars Sports Diplomacy:

In the contemporary world, sports have become a universally
shared value; it has become more of an ideology that provides a set
of beliefs and values which are based on mutual understanding,
moral values, and ethical principles which are universally applicable.
Sports touch upon and deeply influence such disparate elements as
status, race relation, business life, automobile design, clothing
26
styles, and the concept of the hero, language, and ethical

values"(Boyle, 1963, p.3). Today, Qatar is using sports diplomacy as
a form of international communication. Sports have become a
powerful force to reaching out to people around the globe, it cut
across national and cultural differences, and the rules of sports are
the same universally regardless to context or culture. Sports have
become a universally valued human practice, it is a practice that
teaches endurance, team work, respect for others, and encourages
a sense of fair play. Sports diplomacy connects people from around
the world through shared values and passions, it can be a powerful
medium to reach out and build long lasting relationships between
governments.
A. Financing and Sponsoring Sporting Events:
In recent years, the state of Qatar has been investing heavily
in the sponsorship of sporting events. Sports play a significant role
within Qatars overall soft power strategy; it has proved to be a
successful channel for nation branding. Qatar has been hosting
major tennis and golf tournaments, and the 2006 Asian Olympics.
By employing sports, the image of Qatars diplomacy has been more
effective on the international community. Nation branding, aside
from contributing to tourism, stimulating foreign investment and
encouraging exports, focuses on increasing currency stability,
reestablishing international credibility and investor trust, increasing
political
influence,
strengthening
27
international
alliance,
and
improving the nations image on the global stage(Anholt, 2007,

p.28) The nation branding strategies implemented by Qatar aim to
improve the states international reputation, Qatar wants to acquire
certain glamour to differentiate itself from its neighboring countries
by being a center of sporting excellence. Qatars investments in
sporting activities proved to have a significant impact on the states
influence in international relations. Therefore, Sports diplomacy has
proved to be an important element in the forming of Qatars
national identity.
To further the states public diplomacy approach in linking its image
with sports values, the Qatar Foundation has paid FC Barcelona
120m for a five year deal to become the first ever sponsor of the
Barcelona shirt, arguably the worlds most prestigious advertising
space(Conn, 2013). Two seasons later the sponsor was changed to
Qatar Airways. As part of the companys marketing strategy to
increase its sales and publicity around the world, Qatar Airways has
closely associated itself with the Catalan giants by launching
marketing campaigns involving celebrity endorsers such as Lionel
Messi and Neymar Da Silva. Since its beginnings, FC Barcelona has
been characterized by being not just a football organization, but
also a powerful force for globalization, solidarity, integration and
social cohesion. Qatar Airways fully identifies with these values,
which is why this partnership between both organizations is much
more than just a simple economic alliance.
28
Furthermore, Qatar Airways partnership with FC Barcelona will

help to position the airline in the world.(Drum, 2013) Qatar
Airways efforts to gain brand recognition have been effective
around the world, millions of fans watch their heroes play on
television wearing the Barcelona shirt with the airlines logo on it,
not to mention the millions of fans buying the football jersey and
wearing it everywhere around the world. The brand visibility of the
airline carrying Qatars name has become a global brand that
consumers are familiar with. Contemporary brands succeed by
getting close to the dreams of their audiences. They promise a
better world, and they strive to deliver one. Since nation-states
today need to reengage popular support and understanding, they
should use the power of branding to deliver a message about their
value and valued to the widest possible audience.(Ham, 2003,
p129) These branding strategies help Qatar establish an emotional
relationship with football fans by portraying the states personality
as friendly or even fun.
B. Qatars World Cup:
In 2010 Qatar has managed to win the bid for hosting the worlds
largest sporting event, the Fdration Internationale de Football
Association (FIFA) has awarded the gulf state the rights to host the
FIFA world cup 2022 amongst 11 other bidding countries, which
makes it the first country to ever host the world cup in the Middle
East region. Hosting this mega event will enable Qatar to
communicate its attractiveness through the shared cultural values
29
of sport. The motive for an autocratic state such as Qatar to host a

mega sporting event is to increase its international credibility,
prestige and potential for agency. Mega sporting events can offer
remarkable public diplomacy opportunities for the state of Qatar.
By successfully hosting a major sporting event to showcase shared
social norms and sameness, the state can enhance its international
prestige and attractiveness in order to boost its agency in
international politics. (Grix and Lee, 2013, p.529).
Sports can be a powerful channel to reach out and build

relationships, the FIFA world cup 2022 will announce Qatars
emergence on the world stage as a major player. The FIFA World
Cup is the worlds largest single-port event, which attracts a global
television audience of over 35 billion people. (FIFA,2010). Major
infrastructure developments will take place in the upcoming years
as part of Qatars international development strategy. Billions of
dollars will be invested in building stadiums and training facilities, a
new airport for the venue, and towards transport infrastructure.
However, the hype of the 2022 world cup has attracted major media
attention to the Gulf Island. Like most developing nations, having
potentially
incorrect
or
stereotyped
associations,
Qatars
government was accused of allowing the abuse of migrant workers

and were pressured to comply with international labour laws for
workers by FIFA to ensure that stadiums and facilities for the 2022
World Cup will not be built on the backs of abused and exploited
30
workers. Moreover, the Qatari state is now trying to overcome the

challenges it is facing ahead of the event taking place in 2022. The
Qatari government is pressured to make labor reforms and oblige to
international labor laws to maintain its status as a credible actor and
to avoid criticism from the international community which may lead
to potential sanctions.
Hosting the FIFA World Cup 2022 is a major step forward for Qatar
in terms of international recognition and in gaining leverage over its
neighboring countries. Hosting the World Cup will provide Qatar a
unique opportunity to enhance its public diplomacy externally and
internally. Mega-sporting events as large as the World Cup will gain
major media attention and will put Qatar in the global spotlight. The
tiny Gulf state will finally get the opportunity to communicate with
the world and enhance its attractiveness by the shared cultural
value of sport. This is not a new development in international
relations, for the Nazis attempted to influence foreign public opinion
of their regime through a bombastic Olympics as early as 1936 with
the first true sports mega-event. Because of the centrality of
universally admired values in international sporting events, hosting
states can enhance their attractiveness to others by demonstrating
that they not only share those values, but also that they wish to
champion and collectively celebrate these within the context of their
own distinctive cultural social and political values.(Grix and Lee,
2013, p.528). Hosting the World Cup will enhance Qatars image as
31
well as its political and economic credibility; this may potentially

lead to increased trade and investments, and attracting tourism.
Qatar will also expand its influence and regional role amongst its
neighbors as this event will create a growing sense of national pride
amongst the GCC and will be a key factor to settling the ongoing
diplomatic disputes between them.
The FIFA World Cup 2022 will boost Qatars reputation as the
sporting hub in the Middle East. Qatar is expected to spend over
$200 billion on its preparation to host the FIFA World Cup 2022,
costing more than the five past FIFA World Cups put together. It may
be
argued
that
globalization
has
turned
the
world
into
supermarket in which states are competing to attract the attention

of the public in order for them to gain a competitive edge. However,
these investments aim to serve Qatars cultural interests, the
quality, dynamism, and creative innovation will potentially increase
the contribution of Qatari athletes in respective sports.
Sports occupy a central role in international politics, and sports
diplomacy allows nations to contribute towards global culture.
States can use sports as a tool to enhance diplomatic relations with
one
another
through
increasing
dialogue
and
cultural
understanding. A famous example of effective sports diplomacy was

the ping pong diplomacy in 1971 between the US and China.
Through ping pong the diplomatic relationship between the two
states has been revived after 22 years of not being in contact with
each other. The US sent its ping pong team to play in China, and a
32
year later China reciprocated the visit. Ping pong led to formal
diplomatic relations between the two states and led to an advent
relationship in terms of trade, investment, and politics.
Qatars sport diplomacy aims at increasing the prestige of the
country, creating a unique brand, and towards assuring the
legitimacy of the state in international relations. Sports has become
more than just a game, sports can be used as a means to solidify a
states reputation. Public visibility allows states to attract publicity,
hosting a sports-mega event will attract cameras and will be
mentioned in top-selling newspapers from around the world. The
absence of Qatar in sports over the years has not given them the
benefit of communicating with the world through sharing the
commonalities and passion those sports has to offer. Hosting the
world cup will draw the attention of almost every nation in the
world. The World Cup will have a generally liberalizing effect on
Qatars international politics. As a developing nation hosting the
World Cup, Qatar is sending a geopolitical message demonstrating
that they have taken their place on the international stage. Qatars
sports diplomacy is creating a positive impression among foreign
audiences as well as playing a major role in attracting tourism and
foreign investments.
33
5. Promoting Cultural Soft Power:

Culture can be defined as the characteristics, values, and beliefs of
a particular society that distinguishes members of one society from
others. Cultural diplomacy implies that cultural relations are
concerned with projection, how a country makes a statement for
what it stands for. States use cultural diplomacy as a way to
34
differentiate themselves and create an impression to improve their

self-image amongst the public. Culture has the capacity to move
and persuade audiences, and to shape and reveal identities;
creative expression has the potential to increase understanding and
respect between disparate cultures and peoples.(Singh, 2012, p102) The challenge for all countries is to find ways of frequently
present
and
re-present
their
previous
cultural
achievements
alongside their modern equivalents in ways that are relevant and

attractive to global audiences.
Moreover, states use cultural diplomacy as a tool to foster
common values, and as a means of combating negative impression
and stereotypes. Cultural diplomacy is a type of public diplomacy
and soft power which was effectively implemented during the Cold
War period by the United States to expand their influence. During
the cold war, cultural diplomacy was considered a central part of
Americas strategy to eliminate the communist threat. The Central
Intelligence Agency has sponsored cultural exchange with European
countries to win the hearts and minds of the people by building
libraries, through educational exchanges, and promoting cultural
programs to enhance the image of the American way of life. As part
of the American initiative to build on their cultural diplomacy the CIA
sponsored the congress for cultural freedom which promoted the
intellectual freedom, creativity, and the cultural power of the United
States. The attempts of the United States cross cultural exchange
during the dtente period proved to be affecting the Eastern bloc
35
towards the decline of the communist influence by creating a social

impact and attracting the public in the Eastern bloc. Americas
cultural diplomacy proved to be an effective strategy in eliminating
the Soviet Union. Soft power is more difficult to wield, because
many
of
its
crucial
resources
are
outside
the
control
of
governments, and their effects depend heavily on acceptance by

the receiving audiences.(Nye, 2004, p.99)
A. Cultural Investments:
Investing in soft power resources is necessary for a state, promoting
positive images and interacting with the international community
creates credibility, and governments compete to increase their own
credibility and weaken that of their opponents. However, skeptics
who treat the term public diplomacy as a mere euphemism for
propaganda
miss
the
point.
Simple
propaganda
often
lacks
credibility and thus is counterproductive as public diplomacy. Public

diplomacy is a form of soft power that is used by governments to
communicate with the public; it is more than just persuasion or
propaganda. (Nye, 2004, p.106)" Public diplomacy aims at building
long-term relationships by convincing people of certain ideas to
increase a states credibility and reputation and most certainly to
increase national security. In Qatars case the promotion of cultural
activities is helping Qatar build an identifiable image for what the
state stands for and what kind of society it is, the employment of
36
cultural diplomacy helps towards investment promotion by further

elaborating the states image as a reliable business partner.
Public diplomacy consists of all a nation does to explain itself
to the world and cultural diplomacythe use of creative expression
and exchanges of ideas, information, and people to increase mutual
understandingsupplies much of its content.(Schneider, 2004)
According to Nye (2004) the notion of soft power implies that
cultural relations are concerned with projection, making a statement
for what country stands for through its culture. Furthermore, cultural
relations are guided by the potency and attractiveness of a nations
available assets. If a state wants to progress and do so while
protecting its interests, it is essential for a state to have deeper
understanding of other nations cultures. Cultural diplomacy is
critical to fostering peace and stability throughout the world. In an
effort to build long lasting relationships with the public, Qatar has
invested vastly towards staging and sponsoring international
conferences, art exhibitions, sporting events, and educational
exchange programs to establish a means of cultural integration with
outside actors.
Qatars culture is one that is associated with traditional
Islamic values. However, with the rapid socioeconomic changes
going on in the country and the inevitable effects of globalization,
the Qatari society has developed in terms of cultural diversity and
tolerance towards others cultures. Moreover, the Qatari society has
37
successfully adapted to the challenges that modernization has

brought to their values and culture, the literacy rate amongst adult
women in Qatar grew to 93% which is the highest amongst the GCC
countries. Gender equality grew among the Qatari culture; the role
of women within the Qatari society has become an important one
where they are allowed to vote and giving them the ability to run for
public office.
The Qatar Foundation has invested in forming an educational
city in Doha which consists of top class universities from the United
States, Canada, and the UK such as Georgetown University,
Carnegie Mellon University, Virginia Commonwealth University, and
many more.
The goal of the educational city is to develop the
education system for the Qatari youth and to diversify the states
economy by becoming a center for educational excellence within
the region. The educational city has enabled alternative pathways to
expose Qatars culture throughout the world. Education is the key
for changes and development within a society.
educational
exchange
programs
enable
Cultural and
students
to
better
understand the traditions, values, and beliefs of other cultures.

Educational
and
cultural
exchange
provides
students
the
opportunity to blend in with the Qatari culture from a first person

perspective. Cultural and educational exchanges allows students to
experience the culture through engaging with Qatari society and
taking part in national occasions such as Ramadan or the Muslim
religious Eid celebrations to promote the Qatari culture.
38
Soft power rests on some shared values. That is why

exchanges are often more effective than mere broadcasting. The
objective of having these exchanges is to persuade the international
community that things can be done in a different way and still be
successful, and education has a great potential in changing peoples
minds. The educational city also plays a role of a visible actor of
cultural relations between Qatar and the international community.
The establishment of the educational city has created a deep and
long lasting relationship with its counterparts in other countries. The
cultural ties that are established by these institutions can last
through long periods of time. Moreover, raising Qatars profile as a
center for educational exchange can play a valuable role towards
strengthening the diplomatic relationships between state and nonstate actors in the long-term.
Popular culture is often a resource that produces soft power.
The Qatar Museum Authority (QMA) which is a government
department responsible for the development of Qatari culture, the
cultural authority is vastly investing towards the development of
museums, cultural institutions, and heritage sites in Doha.
The
Museum of Islamic Art in Doha stands out as an architectural gem,

bringing together the finest works in the Islamic world. The museum
has become a major tourist attraction for cultural tourists from
around the world which adds to Qatars recognition as a cultural hub
in the Middle East region. Qatars Islamic Museum shows the beauty
of Islamic art and calligraphy which associates with the qualities and
39
characteristics of the Arab worlds Islamic culture. The development

of museums and cultural attractions helps in the development of the
tourism sector of the country, art and cultural enthusiasts from
around the world begin, little by little, to form an altered opinion
about Qatars cultural values and the beauty of its traditions which
produces a brand communicated with the islands history. Tourists
will now have a special connection with Qatars culture and have a
feeling that they can relate to the countrys traditions.
The QMA have also launched a set of cultural ventures to
further promote Qatars heritage in foreign countries.
Bi-lateral
exchange programs have been developed by QMA to showcase and

explain modern Qatar to the world. A recent QMA cultural exchange
partnership was the Qatar UK 2013 project which involved the
collaboration of the British council, it was a year-long program
aimed at strengthening the bilateral relations by building lasting
relationships between institutions and individuals. As part of the
project a major exhibition was opened in the Victoria and Albert
Museum in London. The exhibit showed the cultural tradition of
pearling within Qatar and the Gulf, and how the utilization of the
seas resources shaped up the cultural identities of Qatars society.
The exhibition also explores the history of pearls in the west and
how pearls were seen as desirable luxury in Europe, and how during
the renaissance pearls were a symbolic value of purity and
perfection. The Qatar UK 2013 project was successful in promoting
awareness and appreciation of each countrys culture and traditions.
40
Such engagements between states reinforce the cultural identity to

the world and help in understanding the values of others to develop
cultural diversity.
Qatar has also promoted its cultural diplomacy through
delivering humanitarian aid to countries suffering from natural
disaster and political crisis.The State of Qatar During 2012 was
able to extend assistance (government and non-governmental aid)
worth QR 3,001,764,025 to almost 100 countries spread across all
the
continents.(Qatar
Ministry
of
Foreign
Affairs,
2013).
Humanitarian aid is essential for a state to expose its cultural

morality to the foreign public as it can potentially be a step towards
international cooperation and forming an international body of
collective identity. A recent example of Qatars humanitarian aid was
the Qatar Friendship Fund (QFF) in 2012. After the massive Great
East Japan Earthquake and Tsunami in 2012, Qatar pledged to
supply humanitarian aid to Japan as a symbol of friendship to bolster
the existing relationship between the two countries. The project
supported the rehabilitation of the fishing industry in Japan to
generate employment opportunities for the people in the Eastern
Japanese region. Participating in humanitarian aid creates a brand of
legitimacy for Qatar that will support their ambitious foreign policy
which is based on the principle of consolidating peace and stability.
B. Strategic objectives of Qatars cultural diplomacy:
41
The
strategic
objectives
behind
the
cultural
diplomacy
campaigns that are being implemented by the Qatari government

aim to diversify the states economy to decrease it vulnerability to
the boom and bust cycles of the oil and natural gas prices. The aim
behind the states economic diversification is to spread risk by
creating a variety of income sources. Qatar is building a tourist
profile for the island by allowing visitors to better understand the
culture that the small island has to offer ranging from heritage,
cuisine, language, and festivals.
Qatars museums and cultural
heritage promote the co-existence between cultures and religions

from around the world which places Qatar as an attractive
cosmopolitan destination that has a wide range of experiences and
activities to offer. The small island aims to become a global tourist
hot-spot that offers a unique and exciting experience to its visitors.
With Qatar Airways now flying to over 120 destinations it is
relevantly easy for tourists and businessmen from all around the
world to access the small island and enjoy the luxury it has to offer.
A similar example to a city brand that has recently established itself
is Qatars neighbor, the United Arab Emirates (UAE) has managed to
develop its tourist industry making it an attractive destination in the
Middle
East.
Dubai
and
Abu
Dhabi
have
become
strategic
destinations for tourists and businessmen from around the world,

giving its visitors a taste of the Emirati culture which was not
exposed to the international community in previous years. Qatar is
taking the same footsteps as its neighboring country in order for it
42
to develop it cultural and tourism industry. The UAE has branded

itself as a destination for tourists that are seeking luxury and
glamour hosting cultural and art events, music and film festivals,
and the Formula 1 World Grand Prix in Abu Dhabi. These
advancements in the UAE have attracted a vast amount of tourist
attention from all over the world. The UAE has managed to brand
itself as a country that is very culturally diverse and welcoming.
Only recently in 2010, the Hollywood movie Sex and the City 2
which was a top box-office hit in the US film industry was filmed in
Abu Dhabi. The movie provided global audiences cultural knowledge
on the traditions and values of the UAE. Such cultural exchange
mechanisms can increase a states attractiveness to the public by
raising the countrys popularity and building an image as a tourist
paradise that is unique.
The contribution of arts and culture to the economy is a
necessity when a country is trying to diversify its economy.
Innovative works through art and culture can go on to become great
commercial success. Cultural diplomacy is a necessary tool for
states to establish links and commonalities between each other.
Cultural branding gives states the ability to expand their markets by
attracting more tourists and investors giving states the ability to
charge more for their products and services to generate an overall
political/economic advantage. The images and culture of a country
determines the way the world sees it and treats it. Therefore, it is
important for states to establish a brand for themselves to create a
43
national identity that is a mirror to the soul of the country. Nation

branding is necessary to attract the public into admiring a states
values and traditions to improve its reputation amongst the
international community. The opportunity which branding offers is a
great way to share and build collectivity amongst states. By
acquiring more knowledge and information consumers tastes and
preferences are constantly changing, Qatars marketing strategies
for building a consumer brand preference to increase the states
tourism industry will prove to be an influential factor in developing
Qatars economy in the future.
44
7. Conclusion:
This dissertation has aimed to focus on how Qatar has used
soft power strategies to create a national identity for itself, and how
these strategies can have a positive effect on the country in terms
of creating a national brand to communicate in various diplomatic
approaches with the international community. The implementation
of soft power strategies by states generates leverage. States
practice soft power to generate a sense of legitimacy and credibility
so that they can be accepted in the international community.
Investing and developing public diplomacy campaigns can help
states expose their national identity to the world. The concept of
soft power gives states the ability to shape the preferences of
others.
As Nye explains it getting others to want the outcomes
that you wantco-opts people rather than coerce them (Nye, p.4,
2004). In Qatars case, using soft power resources was an effective
strategy to enhance the states reputation, image, and leverage in
the international community. The small state has seized the
spotlight in the Middle East region, identity has become one that is
much more attractive than it has ever been. Qatar has managed to
effectively promote soft power in various ways.
The investments placed by the government to promote public
diplomacy proved to be a major success for the small island to rise
on the global stage. Al Jazeera, has become a major international
media channel that is recognized worldwide, the news channel has
45
proved its influence on the hearts and minds of the Muslims and
Arabs around the world during the 9/11 crisis and throughout the
Arab Spring. Qatars major involvement in the sporting industry has
lifted the states activity in terms of international communication;
the FIFA World Cup 2022 has raised the states reputation sky high
and has given the tiny island an opportunity to expose its identity to
the world by hosting the mega sporting event. Also, the states
investments in bi-lateral exchange programs have been a major
success for the Gulf country in terms of strengthening its long-term
relationships with countries around the world. Qatars efforts to
familiarize its culture and expose it to the world is proving to be a
beneficial factor to the country by improving its tourism sector,
attracting foreign investments, and in maintaining its stability in a
political environment that is not conducive to stability. By building
its reputation and credibility through its soft power resources Qatar
has took the role of the regional mediator within the Middle East and
is going forward in reaching its foreign policy objectives to gain
regional leverage.
Overall, Qatars rise on the global stage proves that soft power
is a realistic concept that is effective in world politics. The image
and identity of a state are essential elements for a state to establish
a brand for itself so that it can gain influence and further its foreign
policy objectives. Soft power and nation branding are two closely
linked concepts. Nation branding concerns how a nation as a whole
presents and represents itself to other nations (Anholt, 2006).
46
States in the Middle East have not been investing in nation branding
as much as they should have. In Qatars case, the small island has
seized the initiative in investing towards creating a national brand,
an identity that will differentiate the small state from its Middle
Eastern neighbors, and so far they have been successful in
attracting the international community by developing the states
soft power resources. The concept of nation branding is a new form
of soft power, it has changed the way information is received and
how public opinion is formed. As a small state having limited
military capabilities, Qatar has proved that it still can have a say in
making an impact and being involved in shaping up policies in the
global arena.
47
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Qatars Nation Branding Strategies

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Qatar's Nation Branding

This dissertation is submitted in partial fulfillment of the requirements for

Qatars Nation Branding Strategies: The Effectiveness of Soft Power

I have read and understood regulation 17.9 (Regulations for

Name: Bader Emad Mohammed Ali Mahdi Almaskati

MA International Studies and Diplomacy

Date: 15th September 2014

Qatars Nation Branding Strategies: The Effectiveness of Soft Power

implemented by the state of Qatar, the small state has established

Qatars Nation Branding Strategies: The Effectiveness of Soft Power

Selling the Idea...................................................................................p8-11

The Evolution of Soft Power........p11-13

D Soft Power and Classical Realismp13-17

The Influence of Al Jazeera......................................p18-23

4. Qatars Sports Diplomacy.........................................................p24-30

Qatars World Cup...........................................p26-30

5. Promoting Cultural Soft Power.p31-39

Qatars Nation Branding Strategies: The Effectiveness of Soft Power

Qatar, a small state located in the Middle East region with

successful in standing out as a sovereign state and looking out for

peacemaker, by hosting mediation events as well as giving aid to

contributions to pragmatic engagement with the West, Qatar has

Qatars Nation Branding Strategies: The Effectiveness of Soft Power

small island through international media, as a crisis mediator, and

Qatars Nation Branding Strategies: The Effectiveness of Soft Power

2. Analyzing Soft Power and Nation

stereotypes-positive or negative, true or untrue-fundamentally

Qatars Nation Branding Strategies: The Effectiveness of Soft Power

extend its international influence it has vastly invested in

independence, it does not want to be perceived as a state that has

Qatars Nation Branding Strategies: The Effectiveness of Soft Power

It is important for countries to be fairly

Qatars Nation Branding Strategies: The Effectiveness of Soft Power

pursue its foreign policy objectives of building an international

B. Selling the idea:

Qatars Nation Branding Strategies: The Effectiveness of Soft Power

attract the international community in a way that states want to

international actor through acting as a regional intermediary and

reputation, credibility, and legitimacy. The Qatari state has been

Qatars Nation Branding Strategies: The Effectiveness of Soft Power

branding strategies focus on the political and social image of the

Qatars Nation Branding Strategies: The Effectiveness of Soft Power

international politics, the resources that produce soft power arise in

Qatars Nation Branding Strategies: The Effectiveness of Soft Power

C. The Evolution of Soft Power:

Qatars Nation Branding Strategies: The Effectiveness of Soft Power

evolution in technology by using it as a tool for soft power to create

diplomacy and nation branding are two closely linked concepts.

campaigns. The mission of Qatar Airways is excellence in

Qatars Nation Branding Strategies: The Effectiveness of Soft Power

produced, and Doha more than an anonymous city with modern

however, is that it assures the legitimacy of the micro state and

Qatars Nation Branding Strategies: The Effectiveness of Soft Power

of a soft power strategy to maximize influence within the region

legitimacy are part of enhancing or depriving actors of soft power

Qatars Nation Branding Strategies: The Effectiveness of Soft Power

legitimacy and attraction to affect the opinion of the public. Through

Qatars Nation Branding Strategies: The Effectiveness of Soft Power

intervention in Libya and by funding militant groups in Syria, these

represents universal values makes it easier to mobilize collective

relationship with the west, leading to an

increase in national security as well as achieving the states goal of