Understanding the Communication Strategies of the UAE

Ibrahim Subeh


In attempt to understand the main characteristics of UAE communications strategy, this research discusses UAE media in light of three frameworks; soft power, identity consolidation and agenda setting. The researcher interviews communication professionals of different backgrounds, asking them questions related to the frameworks of the study. interviewees remarks are consistent with the findings the findings of this research; media is an integral tool in the consolidation of national and cultural identity, the UAE is developing its soft power through traditional strategies such as broadcast and innovative strategies such as media free zones, last but not least, there is an agenda setting aspect to the yearly themes.


Soft power; Branding; Media clusters; Identity consolidation; Agenda setting

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DOI: http://dx.doi.org/10.3968/9720


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