Gulf Soft Power and the Accords
Louvre Abu Dhabi, Mathaf, and Sharjah Biennial rebranded the Gulf. Saudi reopened cinemas; Wadjda’s bicycle rolled. After the Abraham Accords, joint concerts and exhibits appeared — alongside boycotts and debates over normalization.
Episode Narrative
In the kaleidoscopic tapestry of the Middle East, the years from 1991 to 2025 chart a profound transformation woven through the expressive threads of art and literature. This is a narrative steeped in the fluid dynamics of soft power, where cultural institutions rose like edifices on the shifting sands, asserting their presence amidst the tumult of geopolitics and tradition. The Louvre Abu Dhabi, with its iconic dome capturing the sun’s gaze, and the Mathaf: Arab Museum of Modern Art in Qatar stand as beacons, illuminating a region rich in history yet eager to redefine its narrative on the global stage.
As the calendar turned to the 2000s, an artistic bloom took root across the Arab world. Comics began to flourish, a form of narrative that whispered dissent against the backdrop of revolutionary upheaval. They became mirrors reflecting society’s challenges and the yearning for change, weaving commentary into tales that resonated with both young and old. In this landscape, art was no longer a passive observer; it transformed into a battleground for ideas and identity.
The year 2005 brought forth "A Perfect Day," a poignant film by Joana Hadjithomas and Khalil Joreige. Through its lens, audiences encountered the shadows of the Lebanese Civil War. The film grappled with memory and trauma, illuminating how unresolved histories can haunt the present like specters. It was a clarion call to acknowledge the emotional fissures left by conflict, challenging viewers to confront their past.
The ripples of conflict spread further in 2011, as the Syrian crisis ignited a humanitarian exodus. Artists became far more than creators; they evolved into ambassadors of empathy, capturing the universal human experience amid turmoil. With each stroke of the brush or word penned, they forged connections that transcended borders, weaving a narrative of hope in the face of despair. Their journeys transformed them into messengers, carrying stories from the rubble of war to the vibrant galleries of the international art scene.
In 2012, the Sharjah Biennial emerged as a vital platform, celebrating contemporary artists from the Middle East and beyond. This artistic gathering showcased the nuances of identity, culture, and resistance, intertwining narratives that spoke to the collective consciousness of a region in flux. Over the following years, projects like Raafat Majzoub's "The Perfumed Garden" evolved, highlighting the power of storytelling. Serialized in its approach, the narrative explored not just identity, but the very tapestry of human existence itself.
As the art landscape continued to evolve, technology painted a new horizon for industries such as banking. The rise of artificial intelligence began reshaping the economic landscape in the Middle East, enabling personalized customer experiences and operational efficiencies that were once unimaginable. This confluence of tradition and innovation signaled a new chapter — one where the past met the future, often in unexpected ways.
The literary scene also underwent a renaissance. In 2016, Amal al-Fārān's "The Desert Divers" propelled readers into a world that challenged historical narratives surrounding the desert. It questioned stereotypes and unveiled the complexities of modernity flourishing amidst arid landscapes. Such explorations became instrumental in painting a more nuanced picture of contemporary Arab life, inviting both introspection and dialogue.
By 2018, a rebranded vision for Saudi fiction aimed for a global audience, seeking to carve out a space for its voice amid the cacophony of literary traditions. Despite its previously lower recognition outside the Arab world, new narratives began echoing the richness of its stories, bridging the cultural divide. This evolution in storytelling served not only to entertain but to illuminate shared human experiences.
In 2019, the art scene burgeoned even more, often reflecting themes of loss and deprivation, showcasing the struggles of the people, their dreams, and their resilience against political and social upheaval. Artists wielded their brushes like swords, cutting through layers of silence to uncover truths begging to be heard. Each canvas and installation served as a testament to the spirit of a people not easily subdued.
As the COVID-19 pandemic swept across the globe in the early 2020s, a tidal wave of change swept through educational paradigms, accelerating the adoption of digital and blended learning in the Middle East. Classrooms transformed, becoming virtual havens for knowledge and creativity, where traditional barriers shattered like glass under the weight of necessity. This period mirrored the resilience of the region, showcasing its adaptability and foresight in the face of adversity.
Amidst these challenges, the shift toward digital payments and consumer credit echoed economic patterns seen in India yet resonated distinctly within the Middle Eastern context. This transformation enticingly pointed to the crossroads where the old met the new, and the echoes of tradition danced within the pulse of modern commerce.
As years progressed, cinematic studies delved into the fabric of Egyptian cinema in 2022, revealing how film had emerged as an architect of modernity and national identity. The flickering images on screen became cultural touchstones, inviting reflection on the nation’s journey through the complexities of its past. Similarly, the concept of "internal colonialism" emerged in Iranian literature, peeling back layers to reveal the intricate power dynamics at play within its narrative fabric.
By 2023, researchers turned their attention to Emirati literature, tracing its historical evolution and examining its profound contributions to the broader Arabic literary tradition. The fresh perspectives offered by contemporary Khaleeji fiction challenged entrenched narratives, pushing for dialogues that resonated deeply within the region and beyond.
The years leading up to 2025 found the academic discourse pivoting toward emerging technologies and their intersection with social issues. A literature review exploring artificial intelligence's role in achieving the Sustainable Development Goals brought forth a dual perspective — a recognition of its promise, alongside cautionary tales about potential perils. This was a moment where knowledge met ethics, where narrative entwined with innovation.
Amid these transformative discussions, the Eastern Mediterranean region was thrust into academic focus. In countries like Egypt and Iraq, the intellectual landscape of modern design discourse evolved, responding to the aspirations and identities of their peoples. This represented not just a shift in aesthetics, but a reframing of narratives — an articulation of dreams, hopes, and innovations that mirror the complexities of their societies.
As the world continued to turn, studies on Western Asia's mangrove ecosystems underscored the critical importance of conservation and sustainable management. Here, emerging technologies offered glimmers of hope and possibility, intertwining ecological preservation with the need for economic resilience in a region often faced with environmental challenges.
In this tapestry of cultural evolution, one wonders: what legacy does this all encompass? The narrative of Gulf soft power and the shifting accords of culture and diplomacy is not simply a chronicle of art and expression. It is about the resilience of human beings striving for identity amid the storm of change.
As we stand on the cusp of new epochs, we find ourselves reflecting on these journeys — journeys where art, literature, and human spirit intertwine. The questions echo: How will these voices evolve? What stories yet remain to be told? In the ever-changing dance of history and culture, one thing is clear: the Middle East, with its profound heritage, continues to forge ahead. Each brushstroke and word carries the weight of the past, the immediacy of the present, and the promise of the future. The stories will continue, unfolding like petals in the sunlight, eager to share their truths with the world.
Highlights
- 1991-2025: The Middle East experienced significant cultural shifts, including the rise of art and literature as tools for soft power and cultural expression. This period saw the establishment of major cultural institutions like the Louvre Abu Dhabi and Mathaf: Arab Museum of Modern Art in Qatar.
- 2000s: The advent of comics in the Arab world became more widespread, often used as a medium for dissent and social commentary, especially following the Arab revolutions.
- 2005: The Lebanese film "A Perfect Day" by Joana Hadjithomas and Khalil Joreige explored themes of memory and cultural trauma, reflecting on the unprocessed legacies of the Lebanese Civil War.
- 2011: The Syrian conflict led to a massive migration of artists, who became mediators of universal humanism in the international art world.
- 2012: The Sharjah Biennial, a major art event in the UAE, continued to grow in influence, showcasing contemporary art from the Middle East and beyond.
- 2012-2017: Raafat Majzoub's ongoing project "The Perfumed Garden" involved writing a novel serially, reflecting on themes of identity and narrative.
- 2015: AI began transforming the banking sector in the Middle East, offering opportunities for personalized customer experiences and operational efficiency.
- 2016: Novels like "The Desert Divers" by Amal al-Fārān challenged traditional desert narratives in modern Arabic literature, exploring themes of desert modernity.
- 2017: The Drodesera festival featured "The Perfumed Garden," highlighting the intersection of literature and performance art.
- 2018: The rebranding of Saudi fiction aimed to increase its global recognition, despite being less known outside Arab countries.
Sources
- https://dx.plos.org/10.1371/journal.pone.0332932
- https://bmcwomenshealth.biomedcentral.com/articles/10.1186/s12905-025-04034-1
- https://journalsajsse.com/index.php/SAJSSE/article/view/1133
- https://rsisinternational.org/journals/ijrsi/articles/ai-adoption-in-middle-eastern-banking-with-focus-on-opportunities-challenges-and-policy-recommendations/
- https://www.frontiersin.org/articles/10.3389/ffgc.2025.1556158/full
- https://waocp.com/journal/index.php/apjcc/article/view/1951
- https://rsisinternational.org/journals/ijriss/articles/a-bibliometric-mapping-of-global-contributions-to-accounting-education-literature/
- https://wasdlibrary.org/download/ijikmmena-v10-n1-2-2025-ai-sdgs-literature-review/
- https://pnas.org/doi/10.1073/pnas.2510245122
- https://espace.curtin.edu.au/bitstream/20.500.11937/81745/3/81807.pdf