Between cultural diplomacy and propaganda

This chapter examines Saudi Arabia’s participation in the Venice Biennale as a case study of contemporary cultural diplomacy operating at the intersection of soft power projection and strategic image management. Through analysis of two national pavilions, The Black Arch (2011) and After Illusion (2019), it explores how nations leverage international art exhibitions to advance geopolitical objectives during periods of intense scrutiny. Both exhibitions emerged at politically charged moments: the first during the Arab Spring, the second following Jamal Khashoggi’s murder. Rather than categorizing these pavilions as either authentic cultural exchange or propaganda, this analysis positions them along a spectrum determined by state control, the relationship between artistic vision and official messaging, and strategic context. Drawing on Joseph Nye’s soft power theory, the chapter argues that Saudi Arabia’s pavilions represent sophisticated instruments within its Vision 2030 strategy, designed to counter negative perceptions, project modernization while preserving cultural authenticity, and advance economic diversification. The analysis reveals how these exhibitions navigate complex institutional tensions between creative autonomy and national representation, particularly through the strategic prominence of female artists and curators. The chapter contributes to broader debates about the role of art in international relations and the increasingly blurred boundaries between cultural diplomacy and strategic communication in contemporary global politics.