The Influence of Soft Power through Media: An Analysis of Efforts by the UAE News Agency (WAM) in the International Scene

Document Type : Original Article

Authors

1 A Master's Researcher in Communication – University                             

2 Assistant Professor at the College of Communication – Department of Public Relations – University of Sharjah and the supervisor on the researcher.

Abstract

The Emirates News Agency (WAM) is a strategic UAE instrument that applies soft power to influence global and international media platforms. As a vital global instrument WAM supports the UAE in building its international image and implementing diplomatic goals internationally. The research employs content analysis of worldwide WAM media and gathers interviews from WAM management, UAE diplomats, and international media executives. WAM employs specific techniques to reshape global opinions through UAE belief promotion and improved foreign diplomatic ties. The study depends on soft power theories, international communication elements, and media influence to analyze state-run media diplomatic abilities. The study provides advanced information about media-driven soft power methods and reveals fundamental understandings for states operating through foreign media platforms. The study shows that WAM exists as an influential platform to enhance UAE power at home and abroad simultaneously developing friendly foreign diplomatic connections.

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