NATION BRANDING IN THE MEDIA AGE AND THE CASE OF SAUDI ARABIA

In the media age, nation branding has become an important dimension of contemporary international politics, linking communication strategies with questions of identity, governance, and global competitiveness. This article examines nation branding as a multidimensional and long-term process rather than a purely promotional practice, drawing on Simon Anholt’s Nation Brand Hexagon as a key analytical framework. Particular attention is paid to the interaction between media, politics, and national identity in shaping global perceptions. The discussion highlights the importance of coherence between policy objectives, institutional change, and external narratives for sustainable image transformation. The experience of Saudi Arabia, viewed within the context of its recent reform agenda, is used to illustrate both the opportunities and the limitations of nation branding as a political strategy in the contemporary international environment.