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

ILHEM ALLAGUI*, ABEER AL-NAJJAR

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

8 Scopus citations

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.

Original languageEnglish (US)
Pages (from-to)68-85
Number of pages18
JournalInternational Journal of Communication
Volume12
StatePublished - 2018
Externally publishedYes

Keywords

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

ASJC Scopus subject areas

  • Communication

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