Diplomatic and Nation Branding Capacities of Contemporary Islamic Art in the Middle Eastc

Contemporary Islamic art in the Middle East has emerged as a powerful tool evolving and reforming for empowering and branding nations softly, showcasing the rich cultural heritage and creativity rooted in the Islamic world heritage. This study aims to explore the main policies, themes, events, and organizations involved in promoting contemporary Islamic art in the countries that are the key players of the region. Furthermore, it investigates the image that contemporary Islamic art has cast for the region, in the context of soft power and nation branding as features of modern geopolitics.
This research employs a mixed methodology, integrating three conceptual frameworks of analysis rooted in Joseph Nye's Soft Power theory, specifically justified by Alexander L. Vuving. Nation branding is another key concept in this paper’s methodological investigations, with a focus on the fundamentals of this term from Keith Dinnie. The methodology developed by Simon Anholt's nation branding index (NBI) hexagon, applied in the annual Brand Finance's Global Soft Power Index (GSPI) reports, is also used in this study as a comprehensive ranking tool that measures a nation's soft power and brand in a global perspective.
The results of this study indicate Türkiye, Iran, the UAE, and Saudi Arabia are the key players in the promotion of Contemporary Islamic art in the region, applying the potentials of this art to foster their soft power and nation branding in various discourses. By the development of contemporary Islamic art, nations have challenged stereotypes and misconceptions about Islam and its followers, fostering greater understanding and appreciation for the diverse and vibrant culture of the Islamic world. On the other hand, critical approaches, which is the core of contemporary art, have challenged the Islamic or a nation’s soft power in applying hard power to culture and lifestyle of the people. As the world becomes increasingly interconnected, the role of contemporary Islamic art in nation branding continues to grow in importance, shaping global perceptions and fostering cultural exchange and public diplomatic concerns for years to come.