Introduction
Whitewashing is a practice employed by organizations, governments, and individuals to gloss over or obscure unfavorable facts, scandals, or behaviors through positive actions or messaging. This tactic is frequently used in various domains, such as public relations, politics, and corporate communication, to improve or restore public image despite underlying negative issues. Whitewashing typically involves high-profile events, charitable contributions, or strategic alliances that draw attention away from misconduct or unethical practices.
In recent years, the concept of whitewashing has become particularly relevant in the context of international events, entertainment, sports, and mega-development projects. Governments and corporations often leverage these high-visibility platforms to project a progressive, humanitarian, or innovative image. The objective is to overshadow and distract from serious issues such as human rights violations, environmental degradation, or corruption. By associating with widely admired events or personalities, entities can mitigate negative perceptions and gain public favor or political leverage.
Saudi Arabia exemplifies the strategic use of whitewashing to enhance its global image while diverting attention from its controversial human rights record and socio-political repression. Under the leadership of Crown Prince Mohammed bin Salman, the Kingdom has embarked on an ambitious campaign to transform its international standing through initiatives like Vision 2030. This plan aims to diversify the economy, reduce dependency on oil, and modernize various sectors, including entertainment, tourism, and sports.
One of the critical strategies employed by Saudi Arabia is hosting and sponsoring major international events. The Kingdom has invested billions of dollars in organizing high-profile sporting events, music festivals, and cultural exhibitions. This approach not only attracts global attention but also brings influential celebrities, athletes, and public figures into the fold, creating a veneer of normalcy and progress.
High-profile events such as Formula 1 races, WWE matches, and concerts featuring international stars like Mariah Carey and Jennifer Lopez are part of Saudi Arabia’s efforts to project a progressive and modern image. These events are strategically timed and publicized to counterbalance negative press coverage of the Kingdom’s ongoing human rights abuses, such as the suppression of free speech, gender inequality, and harsh punitive measures against dissidents.
Hosting these events allows Saudi Arabia to create a narrative of reform and openness, which is crucial for attracting foreign investment and tourism. By promoting a façade of cultural and social progress, the Kingdom aims to integrate more deeply into the global community, gain economic benefits, and secure geopolitical alliances. This calculated image makeover helps deflect criticism from human rights organizations and international bodies that frequently highlight the country’s oppressive policies and actions.
The upcoming 2030 World Expo represents a pivotal opportunity for Saudi Arabia to further its whitewashing agenda on a grand scale. As a platform dedicated to innovation, progress, and international cooperation, the World Expo aligns perfectly with the Kingdom’s desired image of a forward-thinking, reform-oriented nation. The theme proposed by Saudi Arabia, “The Era of Change: Together for a Foresighted Tomorrow,” echoes the ambitions of Vision 2030 and serves as a strategic narrative to overshadow the country’s less palatable realities.
However, the bid to host the World Expo has not been without controversy. Critics argue that allowing Saudi Arabia to host such a prestigious event would undermine the Expo’s core values and inadvertently endorse the Kingdom’s ongoing human rights abuses. Human rights organizations and civil society groups have called for the exclusion of Saudi Arabia’s candidacy, emphasizing the need for a rigorous assessment of the country’s human rights impact.
While hosting the 2030 World Expo could significantly benefit Saudi Arabia by reinforcing its desired global image and fostering economic growth, it also poses ethical and moral questions about the international community’s stance on human rights and accountability. The decision to grant Saudi Arabia the opportunity to host the Expo will be a critical test of the global community’s commitment to upholding human rights standards in the face of strategic whitewashing efforts.
I. The Strategic Imperative of Saudi Arabia’s Bid for the 2030 World Expo
Saudi Arabia’s pursuit of hosting the World Expo 2030 encapsulates far more than a mere aspiration to display the kingdom’s economic and cultural prowess on the global stage. It represents a pivotal opportunity for Saudi Arabia to fundamentally redefine its international image, assert its soft power influence, and advance its ambitious economic agenda on a scale unmatched by any previous endeavor.
At its core, the World Expo is not just a prestigious event but a platform of unparalleled magnitude, capable of attracting millions of visitors and billions of dollars in investment. For Saudi Crown Prince Mohammed bin Salman, securing the Expo for Riyadh is not merely a symbolic victory but a strategic imperative deeply intertwined with the kingdom’s overarching vision for its future.
Vision 2030, the cornerstone of Prince Mohammed’s transformative agenda, hinges on diversifying Saudi Arabia’s economy away from its traditional reliance on oil revenues. Hosting the Expo would serve as a catalyst for this economic diversification by showcasing the kingdom’s potential as a hub for innovation, investment, and tourism on a global scale. The Expo’s sheer magnitude and international reach offer Saudi Arabia an unprecedented opportunity to attract foreign investment, forge strategic partnerships, and stimulate economic growth across various sectors.
Moreover, the Expo represents a unique platform for Saudi Arabia to shape global perceptions and narratives about the kingdom’s trajectory. By leveraging the Expo’s cultural and diplomatic dimensions, Prince Mohammed aims to project an image of a dynamic and progressive Saudi Arabia, capable of embracing modernity while preserving its rich cultural heritage. In doing so, he seeks to counter prevailing stereotypes and misconceptions about the kingdom, positioning Saudi Arabia as a key player in the global arena.
However, the Expo bid is not without its challenges and controversies. Critics argue that behind the glitz and glamour lies a concerted effort to whitewash Saudi Arabia’s tarnished reputation, particularly in the aftermath of the Jamal Khashoggi murder scandal. Nonetheless, Prince Mohammed remains undeterred, viewing the Expo bid as a strategic opportunity to showcase Saudi Arabia’s commitment to openness, innovation, and global cooperation.
As the competition for the Expo heats up, Saudi Arabia’s bid takes on added significance, not just as a test of economic prowess but as a statement of intent on the world stage. Whether Riyadh ultimately secures the Expo hosting rights or not, the bid itself underscores Saudi Arabia’s aspirations for regional leadership, global recognition, and economic transformation in the 21st century. In the grand scheme of Vision 2030, the Expo represents a critical milestone in Saudi Arabia’s journey towards a more diversified, dynamic, and globally integrated economy.
II. Human Rights Violations and Whitewashing Strategies in Saudi Arabia
1. General Dynamics of Human Rights Violations
Saudi Arabia has long been criticized for its dismal human rights record, characterized by systematic violations of basic freedoms and widespread repression of dissent. The kingdom’s authoritarian regime has implemented draconian measures to stifle political opposition, restrict freedom of expression, and perpetuate discrimination against marginalized groups.
The Saudi government maintains tight control over the media and online platforms, censoring content deemed critical of the regime and targeting journalists, activists, and intellectuals who dare to speak out against the status quo. Dissidents face arbitrary detention, torture, and even extrajudicial killings, as exemplified by the tragic case of journalist Jamal Khashoggi, whose murder at the hands of Saudi agents sparked international outrage.
Despite recent symbolic reforms, Saudi Arabia continues to enforce a deeply patriarchal and discriminatory legal system that systematically marginalizes women and religious minorities. The male guardianship system restricts women‘s autonomy and perpetuates gender-based discrimination, while religious minorities face persecution and restrictions on their religious practices.
2. Human Rights Abuses Related to the 2030 World Expo Project
Saudi Arabia’s ambitious Vision 2030 initiative, spearheaded by Crown Prince Mohammed bin Salman, seeks to diversify the kingdom’s economy and showcase its modernization efforts on the world stage. However, this economic agenda is marred by human rights abuses and exploitation, particularly in the context of the 2030 World Expo project.
The construction of Expo-related infrastructure has relied heavily on the labor of migrant workers, who are often subjected to exploitative working conditions, withheld wages, and inhumane treatment. Reports have documented widespread abuses, including forced labor, debt bondage, and inadequate safety standards, highlighting the urgent need for reforms to protect the rights of vulnerable migrant workers.
In pursuit of urban development and infrastructure projects associated with the Expo, Saudi authorities have forcibly evicted marginalized communities from their homes, often without adequate compensation or alternative housing options. These forced evictions disproportionately affect vulnerable populations, including low-income families, ethnic minorities, and indigenous communities, exacerbating social inequalities and undermining the right to adequate housing.
III. NEOM Project: A Case Study in Human Rights Violations
The NEOM project stands as a testament to Saudi Arabia’s ambitious Vision 2030 plan, aiming to catapult the nation into a global hub of innovation and sustainability. However, behind its futuristic facade lies a dark reality of severe human rights violations, particularly against the indigenous Howeitat tribe, underscoring the ethical dilemmas inherent in Saudi Arabia’s quest for economic transformation.
The construction of NEOM, notably the linear city known as The Line, has resulted in the forcible displacement of the Howeitat tribe from their ancestral lands. Reports from the Office of the United Nations High Commissioner for Human Rights (OHCHR) reveal that these displacements were carried out without adequate compensation, disrupting the lives of tribe members and uprooting their traditional way of living. Resistance to these evictions has been met with severe repression, with individuals facing exaggerated charges of terrorism and even death sentences. The judiciary’s readiness to silence dissent against the NEOM project underscores the lengths to which the Saudi government will go to ensure its progress.
Crown Prince Mohammed bin Salman’s assurances of inclusion for those affected by NEOM’s construction starkly contrast with the harsh realities on the ground. Despite promises of participation in planning and implementation processes, the Howeitat tribe has been marginalized and silenced. Human rights organizations, including Reprieve and ALQST, have condemned NEOM for its egregious human rights abuses, highlighting the project’s foundation on “forcible evictions, state violence, and death sentences.” The international community has increasingly voiced concerns over Saudi Arabia’s human rights record, emphasizing the need for economic cooperation to align with principles of human rights and the rule of law.
The NEOM project is not an isolated incident but rather emblematic of broader patterns of human rights abuses in Saudi Arabia. Similar forced evictions observed in Jeddah reflect a systemic disregard for human rights, drawing condemnation from organizations like Amnesty International. International pressure, particularly from key allies and global corporations involved in NEOM, has the potential to compel the Saudi government towards more conciliatory measures. As the world watches, the balance between economic development and respect for human rights remains precarious, casting a shadow over the success of NEOM and Saudi Arabia’s broader vision for the future.
IV. Sportswashing and Cultural Events: A Second Case Study
In addition to the NEOM project, Saudi Arabia’s utilization of sportswashing and cultural events serves as another compelling case study of its whitewashing strategies. By leveraging high-profile sporting competitions and cultural initiatives, the kingdom seeks to divert attention from its human rights abuses while projecting an image of modernity and progress.
Sportswashing: A Strategic Distraction
Sportswashing refers to the practice of using sports events to enhance a country’s reputation and deflect attention from controversial issues. Saudi Arabia has been increasingly employing this tactic, hosting prestigious sporting events like the Formula 1 Grand Prix and heavyweight boxing matches. These events not only showcase the kingdom’s infrastructural development and economic prowess but also serve as opportunities to reshape its global image. However, behind the glitz and glamour lies a stark reality of ongoing human rights violations and political repression, casting doubts on the sincerity of Saudi Arabia’s sporting diplomacy.
Cultural Events: Shaping Perceptions
Cultural events, including music festivals, film screenings, and art exhibitions, play a similar role in Saudi Arabia’s whitewashing efforts. The kingdom has made concerted efforts to promote cultural exchange and artistic expression, with initiatives like the Riyadh Season festival and the opening of cinemas. While these endeavors may foster a sense of openness and cosmopolitanism, they often serve as thinly veiled attempts to distract from the kingdom’s troubling human rights record. Critics argue that behind the facade of cultural progress lies a regime intent on suppressing dissent and stifling freedom of expression.
The Paradox of Perception
Saudi Arabia’s embrace of sportswashing and cultural events presents a paradoxical narrative, where outward displays of modernity and openness coexist with entrenched authoritarianism and repression. While these initiatives may succeed in garnering positive media coverage and attracting foreign investment, they ultimately fail to address the underlying issues of political repression, gender inequality, and human rights abuses. As international scrutiny intensifies, the kingdom’s reliance on superficial gestures of progress becomes increasingly untenable, underscoring the imperative for genuine reform and accountability.
V. Conclusion
The use of sportswashing and cultural events as tools of whitewashing highlights the complexities of Saudi Arabia’s public relations strategy. While these initiatives may temporarily enhance the kingdom’s image on the global stage, they ultimately serve to obscure deeper systemic issues and perpetuate a facade of progress. As the world scrutinizes Saudi Arabia’s actions more closely, the imperative for genuine reform and respect for human rights becomes increasingly pronounced, challenging the efficacy of whitewashing tactics in the face of mounting scrutiny.
Saudi Arabia’s Vision 2030, heralded as a transformative economic agenda, is emblematic of these whitewashing efforts. While presenting itself as a vision for the future, Vision 2030 has been criticized for its failure to address fundamental human rights issues, including the repression of dissent, the marginalization of women, and the suppression of indigenous communities like the Howeitat tribe affected by projects like NEOM.
The 2030 World Expo, touted as an opportunity to showcase Saudi Arabia’s supposed openness and progressiveness, serves as another illustration of these whitewashing endeavors. Despite attempts to present Riyadh as a global hub of innovation and sustainability, the expo risks being overshadowed by the kingdom’s dismal human rights record and the international community’s growing scrutiny of its actions.
Moreover, the NEOM project encapsulates the darker realities of Saudi Arabia’s whitewashing strategies. The forcible displacement of indigenous communities, the repression of dissent, and the use of judicial abuses to silence critics undermine the project’s claims of progress and inclusivity. As international pressure mounts and awareness of these issues grows, Saudi Arabia faces increasing challenges in legitimizing its whitewashing efforts and reshaping its global image.
In response to these challenges, international stakeholders, including governments, NGOs, and human rights organizations, have mobilized to condemn Saudi Arabia’s actions and advocate for accountability. Diplomatic pressure, advocacy campaigns, legal challenges, and public awareness initiatives have all played crucial roles in exposing Saudi Arabia’s whitewashing strategies and holding the kingdom accountable for its human rights abuses.
Moving forward, it is imperative that the international community maintains pressure on Saudi Arabia to uphold human rights standards, address systemic injustices, and ensure accountability for past and ongoing abuses. By holding the kingdom to account and supporting efforts to promote transparency, justice, and respect for human rights, we can strive towards a future where whitewashing strategies have no place, and where all individuals are treated with dignity, equality, and justice.