Saudi Arabia continues to shape its global reputation, says CARMA, the global media intelligence provider. Through a powerful combination of cutting-edge AI technology and expert human consulting, Carma delved deep into the conversations and sentiments surrounding Saudi Arabia in 2022.
It conducted comprehensive research analysing media coverage across 33 major markets and over 2,400 major international titles from traditional, digital, and broadcast media. The focus of the research was to understand the impact of Vision 2030, the Kingdom’s ambitious long-term development plan, on Saudi Arabia’s reputation, as well as to examine how the country was perceived in regional and international top-tier media.
Despite navigating a stormy geopolitical landscape, Saudi Arabia demonstrated resilience and triumphed over political hurdles with its social and economic innovations, captivating predominantly positive media attention throughout the year.
While political and societal criticism posed challenges in the second and third quarters, the Kingdom’s unwavering efforts in tourism and diplomacy played a crucial role in preserving its international standing. Notably, the research showcased a 4 per cent increase in positivity and a 12 per cent decrease in negativity between the first and last quarter of 2022.
Furthermore, Vision 2030’s share of voice grew by 13 per cent by the end of 2022, which reflected its growing recognition and its resounding influence, solidifying its position as a driving force in shaping Saudi Arabia’s future.
Although explicit mentions of Vision 2030 represented 14 per cent of the overall media coverage in 2022, the significance of topics related to the plan reverberated throughout the media landscape. Social topics witnessed a surge of 10 per cent in coverage, while economic news declined by 12 per cent between the first and last quarter of 2022.
This evolving media focus indicated a growing recognition of the societal impact and transformative nature of Vision 2030, as the Kingdom’s efforts to drive social development resonated with both regional and international audiences.
‘‘The Kingdom’s aspirations to become a sports powerhouse were widely covered”
CARMA’s research also revealed key positive drivers that propelled Saudi Arabia’s reputation forward and contributed to its evolving narrative on the global stage. These included:
However, the study highlighted some negative drivers that gained traction and warranted attention. They included:
The Kingdom’s ability to overcome political challenges, the prominence of social themes amidst geopolitical unrest, the far-reaching influence of Vision 2030, and the emergence of sports and tourism as key discussion topics all underscored Saudi Arabia’s position as a crucial regional and international player.
Through resilience, innovation, and a commitment to positive change, Saudi Arabia continues to shape its global reputation, reaffirming its significance in the international community.
By Rawan Hashem Head of Insights – MENA at Carma
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