According to recent research from CARMA, the media intelligence service provider, Saudi Arabia’s Vision 2030 has changed the world’s opinion of the Kingdom, with various social and economic programs attracting attention.
Research conducted on the shift in media perception of Saudi Arabia from 2020 to the first quarter of 2022, clearly illustrates that Vision 2030 has become the most significant single contributor to the Kingdom’s global media coverage. Consequently, it is now viewed in a more positive light than it was 15 months ago.
In comparison to 2020, there was a major swing in perception in 2021, with overall positive reactions increasing by 9%. Taken as a whole, generic references to economic concerns were the second most common topic in mainstream media pieces, accounting for 18%, followed by Oil & Gas (11%), and Tourism & Culture (9%).
Mazen Nahawi, CEO of CARMA, explained: “The Kingdom’s overall positive share of coverage has increased from 2020 to 2021 from 66% to 72%. The coverage analysed was across 30 major markets and over 1,800 major international titles from broadcast, online and print media.
In comparison to 2020, there was a major swing in perception in 2021, with overall positive reactions increasing by 9%
“Our research undoubtedly shows that purpose-led projects within Vision 2030 are clearly capturing the interest of global media. In the past, Saudi Arabia’s media coverage was heavily focused on oil and politics. This has clearly changed, and we now see a diversity of social and economic projects not just taking the lead in overall coverage, but also in how the Kingdom’s reputation is being re-shaped across the world.”
Conversations about social changes taking place within the Kingdom are also increasing, according to the research, around key topics such as female empowerment, tourism, improved quality of life, moving beyond oil, digital infrastructure and transformation, human capital efficiency, and intensifying diplomacy.
Vision 2030 media coverage now has grown by 74% from 2020
Another interesting conclusion of this research was that economic coverage climbed from 39% to 44% between 2020 and 2021, while social concerns increased from 19% to 21%.
Vision 2030, according to Nahawi, will continue to play a significant part in Saudi Arabia’s future coverage. “While Vision 2030 media coverage now has grown by 74% from 2020 until today, it still represents just 33% of overall coverage: we see a lot of upsides and expect this share to grow over time.”