From Women Empowerment to Nation Branding: A Case Study From the United Arab Emirates

Abstract

Nation branding in the Middle East is relatively new. The United Arab Emirates has been developing its nation branding for about three decades. This article discusses one of its recent nation-branding strategies: women empowerment. The research uses a semiotic analysis to examine the way narratives of women empowerment are being articulated and conveyed for nation-branding campaigns and strategies. Through the case study of Mariam Al Mansouri, the first United Arab Emirate female air striker who fired missiles toward ISIS, we argue that narratives of women empowerment became an additional device for image building and nation branding.