Gaza conflict sends ripples through MENA soft power landscape

The findings of the report published annually by Brand Finance were discussed by soft-power experts, researchers and government delegates at the Queen Elizabeth II Centre in London on Thursday. (AFP/File)
The findings of the report published annually by Brand Finance were discussed by soft-power experts, researchers and government delegates at the Queen Elizabeth II Centre in London on Thursday. (AFP/File)
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Updated 03 March 2024
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Gaza conflict sends ripples through MENA soft power landscape

Gaza conflict sends ripples through MENA soft power landscape
  • Saudi Arabia rose to 18th place in this year’s Brand Finance ranking, while Israel’s perception declined, possibly due to the ongoing conflict
  • This year’s survey encompassed all UN member states, assessing nations’ presence, reputation, and global impact

LONDON: The latest findings from Brand Finance’s Global Soft Power Index, one of the world’s leading brand evaluation consultancies, unveiled key shifts in the global soft power landscape, reflecting the intricate dynamics of the regional context.

While Saudi Arabia, the UAE, and Qatar have solidified their positions, attention has turned to Israel’s ranking decline and the repercussions of the Gaza conflict.

Israel experienced a noticeable decline in its soft power standing, a trend exacerbated by the recent conflict in Gaza.

“As the Anholt Nation Brands Index has shown since 2005, public opinion does not tolerate conflict,” Simon Anholt, policy advisor, author and one of the world’s leading authorities on national image, told Arab News.

“Conflict harms the images of all parties involved, whether perceived as aggressor or victim, and the effect lingers. Current events in Gaza will likely harm the images of both Israel and Palestine for years to come (even though Palestine does not feature in the index), reducing their ability to attract trade, talent, tourists and investment.”

However, Brand Finance CEO David Haigh highlighted that the full impact of the war on Israel’s performance in this year’s index remains unclear.

“Overall, Israel has dropped fairly obviously, but (since the completion of the survey), things have become a lot worse not only in what Israel is doing, but also the reaction globally,” Haigh told Arab News, suggesting that the true impact may be seen in next year’s report.

He emphasized a shift in global sentiment against Israel, both in the short and long term, requiring “substantial” and “real” changes for image improvement.

“If you don’t do that, whatever you’re doing is just propaganda,” he added.

The survey, which offers “a comprehensive evaluation of nations’ presence, reputation, and global impact” deriving from a range of metrics, was conducted between mid-September and early November, showing a split in results before and after the war.

These metrics encompass familiarity, influence, reputation, and perception. Perception is based on eight pillars: business and trade, governance, international relations, culture and heritage, media and communication, education and science, people and values, and sustainable future. 

Soft power, a concept coined by political scientist Joseph Nye in the 1990s, denotes a nation’s ability to achieve desired outcomes through persuasion rather than coercion or financial incentives. It emphasizes appealing to countries instead of coercing them, in contrast to the traditional reliance on military and economic power.

According to the latest edition of the report, the UAE, Saudi Arabia, and Qatar have surged ahead in the rankings of the most influential soft power nations, outpacing other countries worldwide.

“Nations such as the Emirates, Saudi Arabia, and Qatar have not only ascended in the ranks of global perception but are weaving the fabric of their generous hospitality, innovative achievements, and peace-building initiatives into the tapestry of international diplomacy,” Haigh said, noting how this continued investment could signal the “dawn of a new era, where dialogue and collaboration are the cornerstones of the global order.”

Benefiting from robust oil demand and substantial investments in sports and tourism, the Kingdom achieved a score of 56 out of 100 index points, marking a 4.7-point increase from the previous year and surpassing Denmark.

Similarly, the UAE and Qatar have seen their scores rise due to their resilient economies and the successful hosting of high-profile events like Expo 2020 and COP28 in Dubai and the 2022 FIFA World Cup in Qatar.

The UAE also received a 10/10 score for “Strong and stable economy,” ranking first in that category, and scored highly for “Future growth potential” and “Generosity.”

Haigh said: “Saudi Arabia is very similar. Both have been investing heavily.” He emphasized how despite economic and political challenges, these factors have emerged as key drivers of both “Reputation” and “Influence.”

However, he pointed out that Gulf countries still have room for improvement in the aspect of “Familiarity,” an area where the entire region has historically lagged behind, and “Friendly people,” an aspect that the Brand Finance CEO attributes to high costs associated with visiting these countries and, thus, not being able to interact directly with their cultures.

“Although increasing numbers of people are going there on holidays, the exposure to the actual Emiratis (and Gulf populations at large) is quite low,” Haigh said, arguing that regular interactions are essential for people around the globe to understand “whether you’re friendly or not.”

The findings of the report published annually by Brand Finance were discussed by soft-power experts, researchers and government delegates at the Queen Elizabeth II Centre in London on Thursday.

This year’s survey involved 170,000 respondents worldwide and an expanded ranking covering all 193 UN member states.

On a global scale, the US and the UK lead as the most influential soft power nations, with China ranking third, surpassing Japan and Germany, which hold the fourth and fifth positions, respectively.

Speaking to Arab News, Courtney Fingar, FDI consultant, journalist, and commentator on international investment trends, also addressed the potential economic implications of the Gaza conflict spreading beyond current borders.

“The war spilling (over) and escalating beyond the current borders is not good news for anyone in the region, but (also) not for the world.”

Recognizing the improved resilience of Gulf markets due to diversification efforts, Fingar cautioned against volatility risks, highlighting investors’ prioritization of security, a trend corroborated by the report.

She observed that the challenge for Gulf economies lies in “translating that attention and that energy into tangible investments,” Fingar said.

Saudi Arabia, alongside other nations, has prioritized economic diversification as a cornerstone of its Vision 2030. Central to this vision is the Kingdom’s effort to attract investment across various sectors, notably sports and tourism.

Florian Kaefer, founder and editor of The Place Brand Observer, a platform focusing on country brand reputation, emphasized Saudi Arabia’s significant strides in rebranding itself as a sustainable tourist destination.

Citing projects like Red Sea Global and AlUla, Kaefer highlighted the Kingdom’s shift toward a narrative imbued with purpose.

“Tourism, if it’s done well, like in terms of regenerative development — an approach that focuses on supporting local communities and creating positive relationships that will benefit society and the environment — has the potential to emphasize the power of a country,” he remarked.

Kaefer pointed out the transformative impact of high-profile events like the World Expo, to be hosted by Riyadh in 2030, in reshaping perceptions and benefiting countries striving to establish themselves as hubs of sustainability and regeneration.

“The image of Dubai has changed over the last 10 years quite a bit. I think Saudi Arabia is going to follow that path, which is smart regenerative development, sustainability,” Kaefer noted, underscoring the importance for the Kingdom to “stay true” to its promises of regeneration and sustainability, as this will enhance its reception and popularity both globally and domestically.

Apart from the UAE, Saudi Arabia, Qatar, and Israel, this year’s Global Soft Power Index also involved 14 other Middle East and North African nations.

Kuwait, Egypt, and Oman secured ranks 37, 39, and 49, respectively, followed closely by Morocco at 50, Bahrain at 51, and Iran at 62. Jordan, Algeria, Tunisia, and Lebanon followed suit, securing ranks 63, 73, 77, and 91, respectively.

Iraq made a notable return to the top 100, securing the 99th position, while new entries like Syria (129th), Libya (139th), and Yemen (149th) also made their debut in the index.


Dubai ‘most reputable city’ as Middle East shows strong progress in Brand Finance Global City Index

Dubai ‘most reputable city’ as Middle East shows strong progress in Brand Finance Global City Index
Updated 2 min 11 sec ago
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Dubai ‘most reputable city’ as Middle East shows strong progress in Brand Finance Global City Index

Dubai ‘most reputable city’ as Middle East shows strong progress in Brand Finance Global City Index
  • Emirati city moves up 4 places to 5th in overall global rankings, based on all measured attributes, behind London, New York, Paris, and Tokyo
  • Riyadh and Jeddah climb 4 and 6 places respectively to rank 75th and 79th on the overall global list

LONDON: Dubai claimed the title of most reputable city in the world in the 2024 Brand Finance Global City Index, which revealed notable improvements across the region.

The brand valuation and strategy consultancy firm’s second annual global survey on city perceptions, the results of which were released on Thursday, placed Dubai fifth in the overall global rankings, which are based on all measured attributes, behind London, New York, Paris and Tokyo.

Last year, the Emirati city ranked ninth. This time, the survey found it had made substantial gains in terms of investment appeal and reputation, bolstered by strong governance and strategic investments.

Riyadh and Jeddah also improved, climbing four and six places respectively to rank 75th and 79th on the overall global list.

Riyadh enjoyed some impressive gains in specific attributes, moving up 37 places in the rankings in recognition of its high-profile sports teams and clubs, 24 places for its private schools, and 20 places for its shopping, dining and nightlife options, making it one of the fastest-growing cities by these measures.

Andrew Campbell, managing director of Brand Finance Middle East, attributed the rapid improvements in the regional rankings, particularly the success of Dubai, to strategic investments by governments in infrastructure, tourism and the business sector.

“The substantial improvements in Dubai’s consideration metrics further highlight the city’s increasing allure as a premier destination for visitors, residents, businesses and global investors,” he said.

Dubai’s appeal in terms of business and innovation, along with a stable economy and favorable corporate tax policies, were credited with moving it four spots higher in the overall rankings than a year ago. It also achieved significant improvements in its rankings for local working (from 16th to 8th) and remote working (from 24th to 4th).

The index is based on a survey of more than 15,000 respondents. It measures factors related to familiarity, reputation and consideration to assess how desirable a city is viewed for living, working, studying, visiting, retiring and investing.

Abu Dhabi ranked 30th on the overall global list, the same as last year, but improved in terms of science, technology and economic appeal.

Other cities in the Middle East and North Africa that appear on the list include Cairo (63rd place in the overall rankings), Doha (69th), Casablanca (73rd) and Tel Aviv (83rd), which dropped six places amid ongoing conflicts.


Saudi stories pique audience interest, says Bloomberg Media MD

Saudi stories pique audience interest, says Bloomberg Media MD
Updated 07 November 2024
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Saudi stories pique audience interest, says Bloomberg Media MD

Saudi stories pique audience interest, says Bloomberg Media MD
  • Visiting the Athar Festival of Creativity in Riyadh, Amit Nayak told Arab News: “We’ve seen a real appetite from our global audiences for content from here”

RIYADH: Stories and articles about Saudi Arabia and the region are among the most widely read by audiences, according to Bloomberg Media’s managing director in the Middle East and Africa.

Visiting the Athar Festival of Creativity in Riyadh, Amit Nayak told Arab News: “We’ve seen a real appetite from our global audiences for content from here.”

He said that with such a large and diverse team based in the Middle East, Bloomberg Media was able to bring local insights and perspectives to provide content based on what audiences wanted.

“We remain focused on deeply understanding our Middle Eastern audience, fostering direct relationships, and delivering trusted news and insights tailored to their needs,” he said.

“We work with leading entities across the region, such as Saudi Tourism Authority and Red Sea Global, using custom content across different platforms to help tell their stories to regional and global audiences.”

The use of smart technology has been big part of Bloomberg’s strategy for over a decade, with The Bulletin being a predominant feature on the app. Launched by Bloomberg’s Media Innovation Lab in 2018, it provides single-sentence summaries of the top three stories.

“We leverage first-party subscriber data through our AI-powered Audience Accelerator platform,” added Nayak. “This allows us to precisely target key demographics to inform machine learning models that predict the population of users on the site, enhancing campaign performance and building brand credibility.”

In 2022, Bloomberg Media Studios opened a regional studio in Dubai and earlier this year launched “Bloomberg Horizons: Middle East & Africa,” a flagship morning program.

Bloomberg News also launched the Mideast Money newsletter, which focuses on “the intersection of wealth and power, and the impact of regional sovereign investors and dealmakers in global finance.”

Evolving as a commercial team that, 10 years ago, predominantly sold advertising, Nayak said that as clients became more sophisticated and keener to reach global audiences, Bloomberg Middle East was fostering internal talent to better collaborate with them.

“We were well placed because we have invested heavily in our teams on the ground here — whether that’s expanding sales, building a client marketing team, or hosting events on the ground in the region,” he said.


Tunisia influencers sentenced to jail over content: media

Tunisia influencers sentenced to jail over content: media
Updated 06 November 2024
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Tunisia influencers sentenced to jail over content: media

Tunisia influencers sentenced to jail over content: media
  • Some Internet users condemned the spread of crude language and obscene images on social media, while others saw the move as a new restriction on freedoms

TUNIS: Four influencers on Instagram and TikTok have been sentenced to jail in Tunisia for content authorities deemed immoral, local media reported Wednesday.
The Business News outlet said an Instagrammer known as Lady Samara, with about one million followers, was sentenced to three years and two months in prison on Tuesday.
TikToker Khoubaib received four years and six months, while Instagrammer Afifa was sentenced to a year and six months and her husband Ramzi to three years and six months.
On October 31, as part of the same investigation, an Instagrammer known as Choumoukh was sentenced to four and a half years’ jail on similar charges.
The private radio station Mosaique FM also reported a series of sentences ranging from 18 months to four and a half years, without identifying those being sent to prison.
It said they were being prosecuted for “public indecency, dissemination of content contrary to good morals or adopting immoral positions, using inappropriate language or adopting inappropriate behavior that undermines moral and social values and risks negatively influencing the behavior of young users of these platforms.”
The investigation was opened after the justice ministry on October 27 urged prosecutors to “take necessary judicial measures and launch investigations against anyone producing, displaying or publishing data, images, and video clips with content that undermines moral values.”
The decision sparked widespread debate, both on social media and in the media.
Some Internet users condemned the spread of crude language and obscene images on social media, while others saw the move as a new restriction on freedoms.
Online magazine Nawaat, which frequently criticizes the Tunisian government, said the arrests come amid “a climate marked by repressive restrictions on freedoms.”
“Following the systematic dismantling of judicial power, the prosecution of opponents and journalists, and the repression of civil society, social media influencers — regardless of the quality of their content — are now in the regime’s crosshairs,” said an article.
Tunisia’s opposition and civil society have condemned what they call an “authoritarian drift” by President Kais Saied, who was re-elected on October 6 with a sweeping majority but low turnout.


Trump Media reports $19 million loss in third quarter on TV streaming costs

Trump Media reports $19 million loss in third quarter on TV streaming costs
Updated 07 November 2024
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Trump Media reports $19 million loss in third quarter on TV streaming costs

Trump Media reports $19 million loss in third quarter on TV streaming costs
  • Trump Media & Technology Group said the figure includes $12.1 million in legal fees
  • It also reported $3.9 million in research and development spend

Former US President Donald Trump’s media company reported a net loss of $19.2 million in the third quarter, due to legal fees and costs tied to its TV streaming deal.
Trump Media & Technology Group said the figure includes $12.1 million in legal fees in the quarter, stemming from its acquisition of TV streaming technology in August and residual fees related to its SPAC deal in March.
It also reported $3.9 million in research and development spend.
Shares of the company reversed earlier losses in extended trading and were last trading about 2 percent higher.
The report comes as the US presidential election is in the final stretch, with polls showing Trump and current vice president Kamala Harris running neck and neck, as the world awaits the results of one of the most unusual elections in modern US history.
Shares of Trump Media, which operates the Truth Social media platform, have seen wild swings in recent days with the stock serving as something of a proxy for Trump’s chances of election.
Trump Media said its revenue was $1 million for the quarter ended September and had cash and cash equivalents of $672.9 million, including short-term investments, with no debt. 


BBC staff in open letter accuse broadcaster of pro-Israel bias

BBC staff in open letter accuse broadcaster of pro-Israel bias
Updated 03 November 2024
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BBC staff in open letter accuse broadcaster of pro-Israel bias

BBC staff in open letter accuse broadcaster of pro-Israel bias
  • Over 100 employees demand corporation ‘recommit to fairness, accuracy and impartiality’
  • Letter signed by more than 230 figures in UK’s media industry, other sectors

LONDON: More than 100 BBC employees have accused the British broadcaster of pro-Israel bias in its coverage of the Gaza war.

The claim was made in an open letter signed by more than 230 figures in the UK’s media industry and other sectors, who said the public broadcaster has failed to provide “fair and accurate” coverage of the conflict. It was sent to Tim Davie, director general of the BBC.

The letter, first seen by The Independent, said the BBC must “recommit to fairness, accuracy and impartiality.”

The BBC employees who signed the letter did so anonymously, with one telling The Independent that “so many of us feel paralysed by levels of fear.”

They added: “Colleagues have left the BBC in recent months because they just don’t believe our reporting on Israel and Palestine is honest.”

Prominent members of Britain’s political, media and academic class signed the letter, including Sayeeda Warsi, a Muslim member of the House of Lords; historian William Dalrymple; actress Juliet Stevenson; Dr. Catherine Happer, a senior lecturer in sociology and director of media at the University of Glasgow; Rizwana Hamid, director at the Centre for Media Monitoring; broadcaster John Nicolson; and columnist Owen Jones.

The BBC must “robustly challenge Israeli government and military representatives in all interviews,” the signatories said.

In September, BBC Chairman Samir Shah said the board would “seriously consider” a review into the broadcaster’s Middle East coverage.

It followed claims by Jewish groups that the BBC is suffering from an “extreme” anti-Israel bias and that it is failing to properly manage complaints.

The open letter calls on the BBC to make new editorial commitments, including “reiterating that Israel does not give external journalists access to Gaza; making it clear when there is insufficient evidence to back up Israeli claims; making clear where Israel is the perpetrator in article headlines; and including regular historical context predating October 2023.”

One example of a “dehumanizing and misleading headline” cited by signatories related to Israel’s killing of 6-year-old Hind Rajab in January this year. The BBC headline read: “Hind Rajab, 6, found dead in Gaza days after phone calls for help.”

The letter to the BBC said: “This was not an act of God. The perpetrator, Israel, should have been in the headline, and it should have been clear that she was killed.”

Another anonymous BBC employee told The Independent: “Palestinians are always treated as an unreliable source and we constantly give Israel’s version of events primacy despite the IDF’s (Israel Defense Forces) well-documented track record of lying.

“We often seem to prefer to leave Israel out of the headline if at all possible or cast doubt on who could be to blame for airstrikes.

“The verification level expected for anything related to Gaza hugely outweighs what is the norm for other countries.”

In response to the letter, a BBC spokesperson said the broadcaster holds itself “to very high standards,” adding: “This conflict is one of the most polarising stories to report on, and we know people feel very strongly about how this is being reported.

“The BBC receives almost equal measure of complaints asserting that we are biased towards Israel, as we do asserting we are biased against it.

“This does not mean we assume we are doing something right, and we continue to listen to all criticism — from inside and outside the BBC — and reflect on what we can do better.”