Social media influencers and the construction of Qatar’s public image: opportunities and emerging contradictions
Year: 2025
Type: article
Abstract: Purpose This research analyzes the role of social media influencers in shaping the international image of Gulf Cooperation Council (GCC) countries, with particular focus on their influence in promoting developmental achievements, tourism, culture, and foreign policy. It critically evaluates the depth and authenticity of the narratives these influencers present, highlighting both the opportunities and risks associated with influencer-led media representation. The study calls for a more balanced and realistic portrayal that aligns with the genuine social, economic, and humanitarian objectives of national initiatives such as Saudi Vision 2030 and Qatar National Vision 2030. Methodology The analysis included a review of video content – particularly reels – produced by influencers residing in GCC countries. Findings Findings suggest that by integrating the insights of intellectuals, historians, and cultural experts with the relatability and reach of influencers, content creators can craft a more holistic and meaningful narrative. Practical and social implications On a practical level, the study recommends that GCC governments and organizations engage in strategic collaborations with influencers to ensure their content moves beyond superficial promotion and more accurately reflects the region’s broader developmental goals. The value The value of this research lies in its provision of actionable recommendations for policymakers, media professionals, and content creators, helping to better align promotional content with national interests and enhance the credibility and balance of the GCC’s international image.
Authors: Guangda Wang, Lojain Suliman
Language: English
Subfield: Sociology and Political Science
Field: Social Sciences
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W7108081302