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

Abstract

This study examines the changing face of Saudi Arabia’s soft power under the reign of Crown Prince Mohammed bin Salman, with a focus on the period post-Vision 2030 launch. The transformation of Saudi Arabia under Vision 2030 is anchored on the strategic approach of diversifying the national economy and reshaping the Saudi identity through strategic investments in unconventional industries such as media, entertainment and sports. Such efforts are not merely domestic reforms, but rather they have double purposes – domestic reform and promotion of the Kingdom’s visibility and capacity to influence others through soft power measures. The underlying perspective of the research is based on the theory of soft power, especially in emphasizing the aspect of culture and values in attracting nations or individuals. Research explores how such initiatives as the organization of major events, development of domestic media enterprises, and international sporting participation are shaping new perceptions about Saudi Arabia’s openness, creativity, and cultural significance. Using a combination of discourse analysis, soft power index data, and public opinion trends, the study assesses the effectiveness and limitations of these initiatives in reshaping public perception. The findings indicate that while Vision 2030 has provided a coherent framework for deploying soft power through cultural platforms, the overall impact remains mixed. Positive shifts in visibility and engagement are often offset by persistent concerns surrounding political freedoms and human rights. This thesis offers a critical perspective on how an authoritarian state utilizes internal reform and cultural spectacle as tools for image-building, contributing to broader discussions on the role of soft power in contemporary statecraft.