From Women Empowerment to Nation Branding: A Case Study From the United Arab Emirates

Authors

  • Ilhem Allagui Northwestern University-Qatar
  • Abeer Al-Najjar American University in Sharjah

Keywords:

semiotics, nation branding, women empowerment, Middle East, United Arab Emirates

Abstract

Nation branding in the Middle East is relatively new. The United Arab Emirates has been developing its nation branding for about three decades. This article discusses one of its recent nation-branding strategies: women empowerment. The research uses a semiotic analysis to examine the way narratives of women empowerment are being articulated and conveyed for nation-branding campaigns and strategies. Through the case study of Mariam Al Mansouri, the first United Arab Emirate female air striker who fired missiles toward ISIS, we argue that narratives of women empowerment became an additional device for image building and nation branding.

Author Biographies

Ilhem Allagui, Northwestern University-Qatar

Associate Professor, Ph.D in  Communication Science from University of Montreal, Canada. Research interests: Political economy of new media; Social aspects of the Internet in the Arab region; IMC/Advertising/PR in the Arab region.

Abeer Al-Najjar, American University in Sharjah

Associate Editor

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Published

2018-01-02

Issue

Vol. 12 (2018)

Section

Articles

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