STRATEGI DIPLOMASI PUBLIK ARAB SAUDI DALAM MENINGKATKAN NATION BRANDING TERHADAP AMERIKA SERIKAT TAHUN 2021-2023
Abstract
This study discusses the public diplomacy strategy implemented by Saudi Arabia to improve its nation branding toward the United States in 2021-2023. This study aims to analyze how Saudi Arabia’s public diplomacy strategy is implemented as a tool to improved its image and build a positive reputation in the eyes of the world, especially the United States. This study uses a descriptive qualitative approach with the main theory of contructivism and the concepts of soft power, public diplomacy, and nation branding through the Anholy Branding Hexagon framework. The results show that Saudi Arabia carries out public diplomacy through various sectors such as sosial reform policies, tourism promotion, investment in United States companies (such as Uber, Lucid Motors, and AI), cultural preservation, and the involvement of public figures and civil society. this strategy is an integral part of Saudi Arabia’s effort to transform it’s national indentify and diversify it’s economy so that it is not dependent on oil.
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