Saudi Soft Power in the USA

This book unpacks the distinctive dynamics of public diplomacy between Saudi Arabia and the United States in the post-9/11 period by examining the "King Abdullah Scholarship Programme (KASP)", launched in 2005, which has largely escaped academic scrutiny. The September 11 attacks underscored the importance of public diplomacy as a key instrument for repairing lost trust between Saudi Arabia and the United States (US). A central challenge for the Kingdom is pursuing an approach to public diplomacy beyond the Muslim world without undermining core national interests. Unlike the US, Saudi Arabia has historically had limited soft power and lacks robust public diplomacy tools or experience beyond Arab and Muslim societies.

Departing from the classic understanding of public diplomacy as a one-way flow dispensed by great powers, this book offers theoretical insights into the particularities of public diplomacy between two states with unequal power resources. KASP was conceived with a public diplomacy mandate; its key innovation lies in establishing a two-way platform that delivers image-repair benefits for both sides. In doing so, the author argues, Saudi Arabia was able to mitigate the power asymmetry to some extent. This book advances understanding of how to conduct public diplomacy in asymmetrical power contexts—specifically from the perspective of a non-Western middle power—and will be of interest to scholars, students, and policymakers in political sociology, Islamic studies, Middle Eastern politics, and International Relations.