Saudi Arabia’s Ambassador to Canada, Amal bint Yahya Al-Muallami, delivered a lecture titled “Our Identity … Our Soft Power” at the University of Ottawa on November 16, 2024. The event, reported by the Saudi Press Agency (SPA), highlighted the Kingdom’s strategic use of national identity as a cornerstone of its public diplomacy abroad.
Context and Background
The lecture at the University of Ottawa underscores Saudi Arabia’s growing emphasis on soft power—a form of influence based on culture, values, and diplomacy rather than military or economic coercion. For decades, the Kingdom has been known primarily for its energy exports and religious significance. However, under the leadership of the Custodian of the Two Holy Mosques, King Salman bin Abdulaziz Al Saud, and Crown Prince Mohammed bin Salman bin Abdulaziz Al Saud, Saudi Arabia has actively diversified its global engagement tools. The lecture forms part of a broader effort to reshape international perceptions, emphasizing the Kingdom’s rich cultural heritage alongside its modern, innovative trajectory.
Key Details
Ambassador Al-Muallami, a seasoned diplomat and women’s empowerment advocate, outlined how Saudi national identity serves as a bridge for global understanding. She noted that cultural identity is not static but evolves, allowing the Kingdom to project a balanced image that intertwines tradition with progress. “One of the most remarkable examples of soft power,” the ambassador said, “is the large number of Saudi students studying at leading Canadian universities under the Custodian of the Two Holy Mosques Scholarship Program. These students excel academically, contribute to research, and promote cultural dialogue, enriching their host communities with perspectives from the Kingdom.” This scholarship initiative, a key component of Saudi Arabia’s human capital development strategy, sends thousands of students abroad annually, fostering cross-cultural exchange and academic collaboration.
Implications and International Impact
The lecture carries significant implications for Canada-Saudi relations and the broader international community. By positioning Saudi identity as a form of soft power, Al-Muallami signaled Riyadh’s intent to build deeper, more nuanced relationships with Western nations. The presence of Saudi scholars in Canada strengthens bilateral ties through informal diplomacy and knowledge transfer. Additionally, the emphasis on values and culture aligns with global trends where nations increasingly rely on cultural diplomacy to complement traditional statecraft. For Canada, a multicultural society, this approach resonates with its own values of diversity and inclusion, potentially opening avenues for further educational, economic, and cultural cooperation.
Vision 2030 Alignment
These efforts are directly linked to Saudi Arabia’s ambitious Vision 2030 framework, which aims to transform the Kingdom into a global hub for investment, tourism, and culture. Soft power initiatives, such as public diplomacy and educational exchanges, are integral to Vision 2030’s goal of enhancing the Kingdom’s international standing and economic competitiveness. By leveraging its cultural identity and the achievements of its youth, Saudi Arabia is building a sustainable platform for global engagement that complements its economic diversification. The ambassador’s lecture at the University of Ottawa demonstrates how identity-based diplomacy is not only a reflection of national pride but also a strategic tool to achieve long-term objectives, ensuring the Kingdom plays a central role in shaping 21st-century international relations.
20 Questions
Q1. What was the title of Ambassador Al-Muallami’s lecture at the University of Ottawa?
A1. The lecture was titled “Our Identity … Our Soft Power,” emphasizing the role of Saudi cultural identity in public diplomacy.
Q2. Who delivered the lecture at the University of Ottawa?
A2. The lecture was delivered by the Kingdom of Saudi Arabia’s Ambassador to Canada, Amal bint Yahya Al-Muallami.
Q3. When did Ambassador Al-Muallami deliver her lecture at the University of Ottawa?
A3. The lecture took place on November 16, 2024, as reported by the Saudi Press Agency (SPA).
Q4. What is the primary focus of the lecture?
A4. The lecture focused on Saudi national identity as a cornerstone of the Kingdom’s public diplomacy and soft power strategy.
Q5. What example of soft power did the ambassador highlight during her lecture?
A5. She highlighted the Custodian of the Two Holy Mosques Scholarship Program, which sends Saudi students to study abroad and promote cultural dialogue.
Q6. How does the ambassador describe Saudi students studying abroad?
A6. She said they excel academically, contribute to research, and promote cultural dialogue, enriching host communities with Saudi perspectives.
Q7. What is the Custodian of the Two Holy Mosques Scholarship Program?
A7. It is a flagship Saudi government initiative that sponsors thousands of students to study at prestigious international universities, fostering academic excellence and cultural exchange.
Q8. Why is Saudi identity considered a form of soft power according to the ambassador?
A8. Because it deepens global understanding, forges alliances, and showcases the country’s diversity and advancements without coercion.
Q9. What broader goal does the ambassador link these soft power efforts to?
A9. She linked them to enhancing Saudi Arabia’s position as a major global player through values and culture.
Q10. How does the lecture relate to Saudi Arabia’s Vision 2030?
A10. It supports Vision 2030 by aiming to transform the Kingdom into a global hub for investment, tourism, and culture through soft power.
Q11. Which official Saudi news agency reported on this event?
A11. The event was reported by the Saudi Press Agency (SPA), the Kingdom’s official news source.
Q12. What is the role of an ambassador in promoting soft power?
A12. An ambassador represents the Kingdom abroad, advancing its diplomatic, cultural, and economic interests through public engagement and dialogue.
Q13. What qualities of Saudi identity did the ambassador emphasize?
A13. She emphasized its ability to balance rich cultural heritage with innovative, modern initiatives.
Q14. How does the scholarship program benefit Canadian universities?
A14. Saudi students contribute to research, academic excellence, and cultural dialogue, enriching campus life and fostering international collaboration.
Q15. What is the significance of the lecture being at the University of Ottawa?
A15. It took place in Canada’s capital, highlighting bilateral cultural and educational ties between the two nations.
Q16. What does “soft power” mean in this context?
A16. Soft power is the ability to influence others through culture, values, and diplomacy rather than military or economic means.
Q17. Did the ambassador mention any other Saudi cultural initiatives?
A17. The report focused on the scholarship program as a key example of cultural diplomacy.
Q18. What is the nationality of Ambassador Amal bint Yahya Al-Muallami?
A18. She is a Saudi diplomat, representing the Kingdom of Saudi Arabia.
Q19. How does the lecture contribute to Saudi Arabia’s global image?
A19. It presents the Kingdom as a culturally rich, modern, and engaged nation, aiming for positive international interactions.
Q20. What long-term outcome does Saudi Arabia expect from such soft power efforts?
A20. The Kingdom expects stronger international relations, deeper cultural understanding, and enhanced global standing aligned with its Vision 2030 goals.
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