Measuring Soft Power Impact of the Kingdom of Saudi Arabia Under Muhammad Bin Salman

Abstract

This thesis examines the changing dynamics of Saudi Arabia’s employ of soft power during the reign of the present Crown Prince Mohammed bin Salman (MBS), with an emphasis on trends in media and sports. With the announcement of Vision 2030 in 2016, the Kingdom has undertaken a bold conversion to a diversified economy aiming to decrease oil-dependency, reinvigorate the cultural sector and provide new avenues of citizens’ involvement. Underpinning this transformation are massive investments in international sports events, entertainment initiatives, and a change in the domestic media scene. Drawing on Joseph Nye’s concept of soft power, this study investigates how initiatives in media and sports undertaken during MBS’s tenure have contributed to promoting a new national image. The independent variable examined is the range of media and sports-related actions under MBS’s leadership, while the dependent variable is the enhancement of Saudi Arabia’s soft power. The research employs a qualitative methodology, incorporating discourse analysis, policy review, and case studies—including the hosting of Formula One races, the LIV Golf initiative, and the expansion of the Saudi media and entertainment sector. Rather than focusing on external opinions, this thesis emphasizes the internal development and projection of a modernized cultural identity that reflects MBS’s broader vision for national renewal. It further considers how these non-coercive tools are being utilized to complement traditional power instruments within a centralized political system. In doing so, the study contributes to the broader discourse on how contemporary states particularly those with