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Project NEOM: Comparative analysis of domestic and foreign communication
Kvasničková, Alžběta ; Ťupek, Pavel (advisor) ; Ženka, Josef (referee)
This bachelor thesis focuses on Saudi Arabia's grand transformation strategy, Economic Vision 2030 and its flagship project, NEOM, an emerging futuristic megacity in Tabuk. NEOM is envisioned as a global hub for trade, innovation, and sustainability, attracting tourists, digital nomads, and investors. The thesis reviews the concept of the rentier state in Saudi Arabia and its national branding strategy and analyzes how NEOM plays a vital role in achieving the Economic Vision's objectives. It investigates the debate surrounding the NEOM project on Twitter and compares Arabic and English discussions to understand the project's communication, which is a part of the rebranding strategy. The analytical part examines the discussion of the NEOM project on Twitter, to assess the reception of the project among domestic and foreign audiences and the communication strategy of the Saudi government. The findings from the Social Network Analysis aim to assess the successes of Saudi rebranding so far, as part of a deeper economic transformation.
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