MOROCCAN CULTURAL REPRESENTATION IN DIGITAL SPACES: A NATION BRANDING PERSPECTIVE

Abstract

It has long been known that nations have historically sought to construct and project their identities through cultural, economic, and political means, leveraging various channels to enhance their global presence and influence. In the contemporary era, thanks to digitalization in particular, this practice evolved into a strategic approach known as nation branding, which functions as a form of soft power, enabling countries to shape their international image and attract investment, tourism, and diplomatic leverage. Morocco, an emergent economy in North Africa, has actively engaged in nation branding efforts to assert its cultural heritage, economic potential, and geopolitical relevance. Among the various strategies deployed, social media has become a crucial tool, with platforms like TikTok providing a dynamic space for branding campaigns such as “Visit Morocco”, which aim to construct and promote the country's identity to global audiences. This research seeks to answer the following question: how does Morocco nation brand itself in digital spaces such as TikTok through the Visit Morocco campaign? To address this, the study analyzes the messages conveyed by this campaign, investigating how Morocco leverages social media to construct a compelling national image. While scholarship on nation branding has examined various global case studies, research on Morocco’s nation branding strategy—particularly in digital spaces—remains limited. Existing studies have largely focused on traditional media, governmental policies, or economic aspects of branding, often overlooking the evolving role of platforms like TikTok in shaping national identity. This research fills this gap by offering an AI-assisted analysis of Morocco’s digital branding efforts, shedding light on how its cultural narratives are constructed, circulated, and received in an era where social media plays a central role in shaping perceptions of national identity.

Date of Award	2025
Original language	American English
Awarding Institution	HBKU College of Humanities and Social Science