Riyadh is preparing to host the “Saudi Media Forum 2026” from February 2nd to 4th. This event represents a strategic platform that transcends the boundaries of traditional media work to discuss soft power and its impact on shaping a nation's image. The forum comes at a time when Saudi Arabia is witnessing unprecedented cultural and artistic activity, aimed at projecting its national identity to the world in a contemporary language, in line with the goals of Vision 2030, which places culture and the arts at the heart of economic and social development.
Creative diplomacy: a bridge for human connection
Among the forum's events, the session "Creative Diplomacy: Art as a Universal Language for Connecting Cultures" stands out, offering profound insights into how to transform local artistic productions into global messages. Featuring Sarah Walada, Creative Director at Manga Productions, the session explores the mechanisms for designing artworks that retain their authentic Saudi character while simultaneously possessing the qualities for global appeal. The discussion focuses on the concept of moving from the "private" to the "public," where art becomes a cognitive and emotional medium that transcends linguistic and geographical barriers, presenting Saudi culture as part of shared human heritage. The session also emphasizes the importance of understanding the psychology of the international audience to ensure the message is received clearly and effectively.
Saudi art in the Crown Prince's office: A message of support and empowerment
In a related context, the session “Contemporary Saudi Art: A Renewed Identity with Global Features” highlights the stature achieved by Saudi artists, recalling the inspiring story of a painting chosen by His Royal Highness Crown Prince Mohammed bin Salman to adorn his office. This selection not only reflects refined aesthetic taste but also carries profound implications, demonstrating the wise leadership’s commitment to art as a fundamental element of national identity and a direct message of support for Saudi creators. In this session, Lulwa Al-Hamoud, President of World Dub, discusses the artist’s journey and sources of inspiration, and how a work of art transforms from a mere aesthetic painting into a cultural document that resonates both locally and internationally, thus strengthening the Kingdom’s presence on the global art scene.
Strategic dimensions and international impact
The forum's discussions extend beyond aesthetics to encompass the political and economic dimensions of art. The role of books and visual arts in correcting misconceptions and shaping the Western perception of the Kingdom is explored, along with how to address the major social changes and ambitious economic policies underway in Saudi Arabia. These elements are seen as the backdrop against which international understanding of the new Saudi reality is formed, with art acting as an ambassador conveying the truth about the development and openness experienced by Saudi society.
In conclusion, the Saudi Media Forum raises these fundamental issues to emphasize that art and diplomacy are two sides of the same coin in today’s world, and that the Saudi identity, with its historical depth and cultural diversity, is capable of being an inspiring global story, one whose roots are respected and whose humanitarian message is appreciated.
