Revue Algérienne de la Communication
Volume 26, Numéro 1, Pages 31-46
2024-06-01
Using Nfts For Nation Branding In The Uae
Authors : Jersh Alsuwaidi Hessa . Mellor Noha .
Abstract
Digital artists have been utilizing public ledgers to create digital tokens of their artwork and sell them by means of cryptocurrencies or what is known as non-fungible tokens or NFTs. Despite this growing trend, the use of NFTs in the Arab region is under-studied. To address this gap, a study has been conducted with a focus on utilizing NFTs as a cultural commodity in branding the UAE and promoting the NFT market. The study involves a semiotic analysis of selected NFTs aimed at projecting a unique image of the UAE. These NFTs are deployed to reflect an image of the UAE that balances its desert landscape past with modern astronomy, creating a fusion of past and future. This challenges the arbitrary distinction between the two temporalities and creates a new form of techno-cultural artifact that defies an Orientalist view of Arab culture by mediating the past through futuristic artifacts.
Keywords
NFT ; semiotics ; nation branding ; hybridity ; Gulf futurism
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