EVOLVING PUBLIC DIPLOMACY IN THE UAE: ITS ROLE IN NATION BRANDING AND GLOBAL IMAGE BUILDING

Povzetek

Public diplomacy is crucial in shaping a country’s image and reputation. This study explores the development of the UAE’s public diplomacy, its impact on nation branding and image-building, and the levels of practice applied.Golan’s (2013) Integrated Approach to Public Diplomacy provides the framework, encompassing three levels: mediated level, nation branding and country reputation level, and relational level. Using a qualitative method, the research draws on in-depth interviews with 11 participants representing both state and non-state actors in the UAE.Findings reveal that UAE public diplomacy has progressed through three stages:before the Union, from the Union’s establishment until the late 1980s, and from the 1990s to the present. The study highlights the UAE’s transformation into a hub for global talent and workers, enhancing trust through education, culture, peace, and tolerance. It shows the relational level as the UAE’s dominant approach, reflected in cultural diplomacy, humanitarian aid, and shared values.