Muhammad Reza Rizaldi, . (2026) SAUDI VISION 2030: UPAYA NATION BRANDING ARAB SAUDI MELALUI REPRESENTASI WANITA DALAM KERJA SAMA DENGAN WWE TAHUN 2018-2024. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
Saudi Arabia faces dual pressure from economic vulnerability caused by declining oil prices and a conservative international image regarding women's position in public spaces. This research examines Saudi Arabia's nation branding through its partnership with World Wrestling Entertainment (WWE) from 2018 to 2024 within Saudi Vision 2030, highlighting women's representation as a symbol of openness and social reform. The research uses a qualitative approach with document study techniques, analyzed through three frameworks: Joseph Nye's soft power, Simon Anholt's nation branding hexagon, and Judith Butler's performativity. The findings show that WWE functions as a multidimensional nation branding instrument, simultaneously activating the culture and heritage, tourism, investment and immigration, governance, and people dimensions of the Nation Brand Hexagon. Women's representation escalated from the first women's match at Crown Jewel 2019 to the creation of the WWE Women's Crown Jewel Championship at Crown Jewel 2024, understood as a performative practice that consistently accumulates meaning about Saudi Arabia as a nation undergoing social reform. This research concludes that Saudi Arabia leverages sports entertainment as a symbolic arena to project a narrative of modernity and openness to millions of global viewers, as part of its strategy to strengthen soft power within Saudi Vision 2030. Keywords: Nation Branding, Soft Power, Performativity, WWE, Saudi Vision 2030, Women's Representation
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | [No.Panggil: 2210412142] [Pembimbing: Nurfarah Nidatya] [Penguji 1: Asep Kamaluddin Nashir] [Penguji 2: R. Maisa Yudono] |
| Uncontrolled Keywords: | Nation Branding, Soft Power, Performativity, WWE, Saudi Vision 2030, Women's Representation |
| Subjects: | H Social Sciences > HQ The family. Marriage. Woman J Political Science > JZ International relations |
| Divisions: | Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Hubungan Internasional (S1) |
| Depositing User: | MUHAMMAD REZA RIZALDI |
| Date Deposited: | 08 Sep 2026 03:33 |
| Last Modified: | 08 Sep 2026 03:33 |
| URI: | http://repository.upnvj.ac.id/id/eprint/53632 |
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