The Saudi narrative: A nation writing its own future

In an era dominated by global storytelling, many observers wonder why the Saudi narrative remains largely absent from the international media, academic research and strategic publications, despite the Kingdom’s unprecedented transformations under Vision 2030.

Part of the answer lies in external perspectives. International and regional media outlets often view the Middle East through a less-than-friendly lens, focusing on traditional stereotypes or negative aspects, while overlooking the profound social and economic changes unfolding on the ground. Similarly, much academic research and many scholarly books tend to frame the region through Western-centric benchmarks, such as liberal democracy and political participation models that fail to fully capture local realities. As a result, objective books on Saudi Arabia represent less than 0.1 percent of the hundreds of thousands of scientific publications released annually worldwide.

Moreover, prevailing media coverage frequently leans toward either celebratory exaggeration or simplistic descriptions, often far removed from rigorous academic analysis or balanced viewpoints. Writing authentic scholarly work demands years of patience, persistence and meticulous research — qualities that make crafting a cohesive and globally resonant Saudi narrative both a significant challenge and a national imperative.

This reality leads us to a deeper examination of “narrative warfare” — a defining feature of contemporary international relations, the Kingdom’s role within it and effective strategies to counter opposing narratives.

Vision 2030 is not about reinventing Saudi Arabia, but rather about restoring its natural place in the world

Dr. Turki Faisal Al-Rasheed

What is a narrative? A narrative is an organized story that interprets events, connects the past, present and future, and gives coherent meaning to actions and policies. It is not merely an objective recounting of facts but a selective, deliberate interpretation that justifies directions, shapes public perceptions and guides individual and collective behavior.

In international politics, it is known as a “strategic narrative” and has become a central tool in “narrative wars.” Neuroscience research, including the work of Paul Zak, shows that the human brain responds more powerfully to stories than to data and statistics. Well-crafted narratives trigger the hormone oxytocin, enhancing trust, commitment and empathy — making these stories and interpretations among the most potent instruments of soft power today.

Narrative warfare is the modern competition among nations and major powers to control the interpretation of events and shape global and domestic public opinion. In the age of social media and artificial intelligence, it often precedes or parallels military and economic conflicts.

Major powers promote their own narratives: the US champions “the rules-based international order,” China promotes “peaceful rise and a community of shared future for mankind,” and Russia emphasizes “defending national security against Western expansion.” For Saudi Arabia, opposing narratives frequently portray the Kingdom as traditional or oil-dependent, ignoring its comprehensive developmental transformation.

The Saudi narrative is not a temporary media campaign — it is a comprehensive national strategy

Dr. Turki Faisal Al-Rasheed

In this environment, the Kingdom is engaged in a dual narrative battle: a defensive effort to dismantle outdated stereotypes and a proactive offensive centered on comprehensive reform, responsible openness and regional stability.

Since its launch in 2016 under the leadership of Crown Prince Mohammed bin Salman, Vision 2030 has offered a comprehensive national narrative that answers four fundamental questions: Where did we come from? A rich Islamic heritage and a history of unification that forged national identity and pride. Where are we now? In a bold phase of economic and social transformation, focusing on economic diversification, youth empowerment and women’s participation. Where are we going? Toward a diversified, thriving economy, a vibrant society and an ambitious nation contributing to global solutions in energy, technology and tourism. Why are we doing this? To ensure the prosperity of future generations and to assume a well-deserved leading role regionally and globally.

The crown prince has said that Vision 2030 is not about reinventing Saudi Arabia, but rather about restoring its natural place in the world as an ambitious, moderate and forward-looking nation.

This narrative has transformed Vision 2030 from a mere development plan into a compelling story of hope, pride and ambition, generating massive domestic momentum and widespread support among citizens.

The success of the national narrative depends on its adaptation at the institutional level. Leading Saudi organizations have developed their own institutional narratives that align with the national vision. These are characterized by six key traits: simplicity, connection to reality, balance between pride and honesty, clarity of individual roles, consistency across levels, and adaptability over time.

The Saudi narrative has extended beyond borders through several smart and impactful applications.

First, public diplomacy and tourism. Opening the country to international visitors and developing megaprojects such as Neom, AlUla and Qiddiya present a modern Saudi story that blends authenticity with innovation.

Second, sports diplomacy. Attracting global football stars, hosting major tournaments and securing the right to host the 2034 FIFA World Cup have created powerful cultural bridges and emotional connections with millions worldwide.

Third, international mediation. Successful mediation efforts, including the Iran-Arab rapprochement and initiatives in Yemen and Sudan, reinforce the image of Saudi Arabia as a force for regional and global stability.

Fourth, culture and media. Initiatives like Riyadh Season and the Ministry of Culture’s programs offer a rich and diverse civilizational narrative that appeals to global audiences.

The Saudi narrative faces counternarratives that rely on stereotypes or accusations such as “sportswashing.” These can be effectively addressed through: transparency and credibility by acknowledging challenges while highlighting measurable progress; proactive storytelling consistently sharing authentic human stories; rapid and organized response units to counter misinformation promptly; international partnerships with neutral research centers and influencers; digital diplomacy that produces high-quality content in multiple languages; and continuous impact measurement to refine strategies.

To strengthen the Saudi narrative, the Kingdom must rely primarily on its own citizens. As Joseph Nye, the father of soft power, has stated, the most powerful weapon is not the one that destroys but the one that builds understanding. The story a nation talks about itself will ultimately define its place in the world.

Key recommendations include: One, establishing a National Academy for Strategic Narratives and Public Diplomacy to train young Saudis in storytelling, media analysis and multilingual content creation.

Two, empowering youths and creatives as official ambassadors through dedicated programs in digital media, film and cultural production.

Three, promoting national academic research by encouraging Saudi universities to produce English-language books and studies on the Saudi experience, supported by grants and awards.

Four, fostering internal partnerships between government and the private sector to create a unified narrative strategy centered on real citizen success stories.

Five, investing in authentic content such as documentaries, podcasts and books led by Saudi writers and creators.

Six, creating a National Narrative Observatory to measure international impact and continuously improve strategies using local expertise.

Despite notable advances in soft power indices, greater alignment between words and actions is essential, along with a sustainable international communication strategy driven by innovation and national talent.

The Saudi narrative is not a temporary media campaign — it is a comprehensive national strategy. Amid the ongoing wars, the Kingdom has a historic opportunity to author its own bright chapter as a leading civilization, economic powerhouse and diplomatic force.

The question every leader must ask is: “What is the story we are living — and what story do we want the world to talk about?”

When Saudis themselves lead the crafting and elevation of this narrative with sincerity, coherence and excellence, it will evolve from mere words into a genuine soft power that propels the Kingdom toward its rightful place as a global center of development and civilization.

• Dr. Turki Faisal Al-Rasheed is an adjunct professor at the University of Arizona’s College of Agriculture, Life & Environmental Sciences, in the Department of Biosystems Engineering. He is the author of “Saudi Arabia’s Transformation: Uncertainty and Sustainability” (Routledge, 2026). X: @TurkiFRasheed