The UAE Public Diplomacy Tools  "Tradition and Modernity Hand in Hand"

Document Type : Original Article

Authors

1 PhD Candidate and PhD Teaching Assistant - College of Communication - University of Sharjah – Sharjah - United Arab Emirates

2 Professor - College of Communication - University of Sharjah – Sharjah - United Arab Emirates and the supervisor on the research

3 Professor - College of Arts, Humanities, and Social Sciences - University of Sharjah – Sharjah - United Arab Emirates and the researcher

Abstract

Public diplomacy is vital in shaping a country's image and reputation, aiming to engage with foreign publics and gain international support. This study examines the public diplomacy tools employed by the UAE from a communication and public relations perspective. It highlights the public diplomacy tools of a nation that has attracted over 200 nationalities and provides insights from regions where public diplomacy research has yet to reach a broader audience. Golan’s Integrated Public Diplomacy Model is used as a theoretical framework, which includes the mediated, nation branding, and relational levels. The qualitative study is based on in-depth interviews conducted between December 2023 and May 2024, involving 11 participants from state and non-state actors. The findings reveal that the UAE’s public diplomacy tools align with Golan’s model, particularly at the relational level, which involves face-to-face communication, cultural exchanges, and humanitarian initiatives. Its unique tools, such as cultural exchange, football investment, and souvenirs, reflect Emirati diplomacy and culture.

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