Relationship between the United Arab Emirates and Expo Exhibition - Term Paper Example

? Relationship between United Arab Emirates and Expo Exhibition Introduction United Arab Emirates is amongst the rich countries in the world, it comprises seven states known as emirates and ruled by Emir. UAE is one of the Key countries when it comes to international affairs as it strives to cultivate and make sure it’s image and reputation on the world is prominent. It also strives to prove itself in terms of power in a soft and more global way, UAE has withstood criticism on the utilization of physical space in national pavilion. UAE has been implementing the theme of cooperation and unity through its Principles and practices of branding in managing its image which it has so far achieved (Wang & Sun 2012, Hayden, 2012). This effort that it uses has so far been manifested at the World Expo in recent decades. She has taken up the Mega events in defining and passing information on their nations brand in that way of capturing both the international at large and marketing its foreign public’s interest. Diplomacy While there seems to be a slight difference between product branding and nation branding, the principle in logistic can be embraced to Country’s image. Expo branding are majorly evident in the design of national pavilions in strategies concerning national image. In this concept, the use of brand knowledge to explore visitors’ answers at the UAE Expo refers to sensations, feelings and behavioral responses. This is according to Hayden (2012); in addition, specifically to the United Arab Emirates Expo, analysts helped broaden the current discussion in the UAE’s rise and its soft power implications from a singular point of view. Given the nature of the seven states in terms of political system and the manner in which most countries in the world take into account democracy, the expo in the UAE gives the country a platform to show the degree as to which it has moved in terms of financial power. In addition, the Arab uprising that affected most countries in the Arab world lead to international focus on United Arab Emirates as a country. This focus can be brushed aside if the country focuses and display its own image in such an international event. This can be achieved in very many ways but most importantly by the number of visitors coming for such an event offering eyesight to the countries culture and political positioning. Such an important event may provide a not expected opportunity for this rich State to carry a united all-inclusive diplomacy at the event of a well-attended and organized Expo (Wang, 2008). The world has specifically put UAE in the forefront in helping the least developed countries and assisting them in the handling of human rights and immigration labor. This Expo in addition would provide the country with that important and rare chance to categorically put forward the idea of World diplomacy in living with the times .Later on eventually putting a comprehensive diplomacy which in turn aid in creating a new era of Diplomacy to United Arab Emirates. According to Merkel (2014) World Expo is now a consideration as an avenue to improve public diplomacy and to get to other countries and world organizations, it also proves the hosts country powers both economically and politically, This Expo exhibition might end up helping in improving cooperation and consolidating existing channels of cooperation. What to put in a Pavilion The design and contents of any pavilion mimics the surrounding and the culture. A Pavilion therefore should have information on the people of UAE plus their origin and history as well. It should be accompanied by videos showing their culture on the earlier times of Bedouin and others majoring on oil discovery. The other striking feature of the Pavilion is the focus on personalities involved in both sports and business like Sheikh Mansour bin Zayed Al Nahyan who owns English big spending premier league club Manchester City, and these are key and subject to a strong brand. United Arab Emirates which is a member of the Arab League, can use this World Expo diplomacy can accelerate the tie of friendship between it and other countries; for instance, by displaying their culture. World Expo diplomacy can improve United Arab Emirate’s collaboration with other countries in area such as economy, trade, information and technology, culture, environmental and military protection; such elevates the country to respectable heights. A case where people participate from other countries is a pointer to this as people from different countries attend having they high level of confidence, a pointer to good relations amongst the states of the United Arab Emirates. The United Arab Emirates is a United State that is known for its culture and its rich heritage coupled with its kind heart. It has always actively participated in all the major mega expos and its significant relevance was in China’s Shangai 2011. This is a major example of its friendliness towards creating a good cultural understanding .This too makes the host country relevant. Target People As the countdown to the World Expo 2020 begins where UAE together with Brazil, Russia, Thailand and Turkey beat the deadline for the submission, it is relevant to note that the World Expo is one of the largest global, non-commercial events in terms of cultural and economic effect after the FIFA World Cup and the Olympics. This signifies both economic and political power of UAE being among five contenders to host the mega Expo event. The 2010 Shanghai World Expo, a recorded 90 percent of those in attendance were from the People’s Republic of China. Bearing this in mind, the pavilion should be set in a manner in which it articulates the language of the host City and its country. In his definition of what exactly an Expo is Vincente Gonzalez Loscertales, Secretary-General of the BIE states that it is an exhibition, which is a display and that it, has its principle purpose in educating the public. He further puts into account that an Expo has both strong benefits to the nation that play host and those that choose to exhibit it. The merits vary from economic gains to a less countable one though less important roles in areas like culture and soft diplomacy. Hosting an Expo requires support both locally and internationally and the relationship between the host.Loscertales concludes by stating that Expos serves a powerful instrument of public and culture. Today Expos have been categorized into World Expos and international/Specialized Expos with the difference at the size of each of the expos and duration of the event. Strategic position of the United Arab Emirates makes it a link between the East and the West, the North and the South and it would be the ideal venue for the 2020 World Expo as it has its host City of Dubai to boast for this. To emphasize on this, a recent address televised globally, the US president’s address to the third annual Global Entrepreneurial Summit held in Dubai in the United Arab Emirates praised the Country of seven states on its leadership and its people aim to achieve high standards of development. World economic powers like United Kingdom and France already have shown support to Dubai City as their favorite’s city .This makes United Arab Emirates in a pivotal position for hosting this Expo. References Hayden, C. (2012). The rhetoric of soft power: Public diplomacy in global contexts. Lanham, Merkel, U. (2014). Power, politics and international events: Socio - cultural analyses of festivals and spectacles. London: Routledge. Wang, J. & Sun, S. (2012). Experiencing Nation Brands: A Comparative Analysis of Eight National Pavilions at Expo Shanghai 2010. Los Angeles: Figueroa Press. Wang, J. (January 01, 2008). The Power and limits of Branding in National Image Communication in Global Society. The Journal of International Communication, 14, 2, 9. Read More