THE CONTRIBUTION OF AL-JAZEERA IN QATAR’S PUBLIC DIPLOMACY TO ENHANCE NATIONAL BRANDING THROUGH INTERNATIONAL BROADCAST DURING ARAB UPRISING FOCUSING IN EGYPT (2011-2014)

Abstract

The media is a powerful tool for public diplomacy as it can influence and shape public opinion. Qatar is a microstate in the Gulf desired to present an appealing image as the pioneer of stability and regional mediator in the Middle East. Qatar employed public diplomacy strategy to enhance its reputation using its world-famous news satellite station, Al-Jazeera. During the Arab Spring, Qatar utilized this event to mobilizes its national interest and foreign policy strategy. In Egypt, Qatar publicly supported the Muslim Brotherhood and the regime of Mohamed Morsi, and Qatar’s political interests were transmitted through media coverage. Al-Jazeera plays a crucial role in Qatar’s diplomacy during the Arab Spring in Egypt in the following way: content transmission – promoting Qatar’s assistance in Egypt using its website, YouTube, and Twitter. This research attempts to explain the contribution of Al-Jazeera as an instrument of Qatar’s public diplomacy to enhance its nation branding in Egypt during the Arab Spring by using public diplomacy approach. The results in the study show that Al-Jazeera’s contribution effectively becomes a tool for Qatari political interests to portray itself as a progressive and modern state in Egypt.