Saudi Arabia Invests Heavily in Entertainment as Domestic Concerns Rise,Despite Image Challenges
RIYADH,SAUDI ARABIA - Saudi Arabia is undertaking a significant cultural shift,investing heavily in entertainment ventures like the recent Riyadh Comedy Festival,but experts suggest these efforts are primarily aimed at bolstering domestic support rather than fully rehabilitating the contry’s international image,particularly in the wake of controversies like the 2018 killing of journalist Jamal Khashoggi.
The kingdom,led by Crown Prince Mohammed bin Salman,has faced scrutiny over its human rights record and political policies,leading to the arrest and detention of figures like television creator Abdulaziz Almuzaini and podcaster Hatem al-Najjar last year,both accused of crossing undefined “red lines.” This backdrop complicates efforts to rebrand Saudi Arabia on the global stage.
“I don’t think that these investments have been particularly prosperous in cleaning up mohammed bin Salman’s image, especially where it relates to Jamal Khashoggi,” stated Andrew Leber, a fellow at the Carnegie Endowment for International Peace, in a recent NPR interview. “I think that’s reflected in the fact that we’re still talking about Jamal Khashoggi’s murder. It’s brought up pretty much anytime the Saudi goverment has invested in ventures like this.”
while acknowledging that tourism and cultural events can alter perceptions of the Saudi people and the country as a whole, Leber believes the Khashoggi case will continue to be a significant obstacle for the crown Prince. A U.S. intelligence report concluded that Mohammed bin Salman approved the operation that led to Khashoggi’s death, despite initial denials and a later acceptance of duty a year after the incident.
Tho, Leber emphasizes the primary driver behind these investments is internal. “These efforts are driven much more by domestic factors inside Saudi Arabia than in the United States itself,” he explained. “The political bet that Mohammed bin Salman has made is that by offering individuals entertainment options,thay’re going to care less about the potential for declining material standards of living.”
This strategy acknowledges a growing Saudi audience already familiar with Western entertainment.Comedian Gabriel Iglesias, who performed at the Riyadh Comedy Festival, previously performed a private show in Saudi Arabia in 2012, with attendees already knowing his routines from YouTube. This suggests a pre-existing demand for such entertainment within the kingdom.
The push for entertainment is therefore a multifaceted strategy: a bid to improve international perception, but more crucially, a calculated move to secure domestic stability and divert attention from potential economic concerns within Saudi Arabia.
