Analysing The Role Of Social Media In The Normalisation Agreement Between Uae And Israel

Abstract

Background: The UAE-Israel normalisation agreement, also known as the Abraham Accords, signed in August 2020, marked a historic shift in Middle Eastern diplomatic relations. Social media platforms such as X (formerly Twitter) and Facebook were crucial in influencing public discourse and facilitating cross-cultural interactions. The unique nature of social media provided a valuable opportunity to explore its impact on shaping narratives and opinions surrounding this geopolitical event. The key theories underpinning the study included the normalisation and agenda-setting theories.

Aim: The study aims to investigate the role of social media in promoting narratives, influencing public opinion, and fostering diplomatic and cultural relations during the UAE-Israel normalisation agreement. Additionally, the study seeks to identify the challenges of misinformation and algorithm-driven content in shaping these interactions.

Methods: The research uses a qualitative methodology to collect primary and secondary data. The primary data was collected through 15 semi-structured interviews with participants from the UAE and GCC to gain insights into their perceptions of social media content and its influence on their views. A thematic analysis was used to categorise the findings into key themes related to diplomatic relations, public sentiment, and cross-cultural exchange. In addition, secondary data was collected by incorporating content analysis of social media posts across Twitter (X) and Facebook during the Abraham Accords.

Findings: The findings indicate that social media played a significant role in amplifying official government narratives, shaping public opinions and statements, and promoting socio-cultural exchange between the UAE and Israel. Positive engagement was seen in fostering dialogue and encouraging mutual understanding. However, challenges such as the spread of misinformation also emerged, potentially distorting public perceptions and complicating the diplomatic narrative.

Conclusions: Social media has proven to be a powerful tool in facilitating diplomatic relations and cultural understanding during the UAE-Israel normalisation process. While it offers a platform for positive discourse, misinformation and content filtering challenges must be addressed to fully harness its potential in shaping accurate and constructive public dialogue. Future research should further explore the long-term impact of social media on diplomatic initiatives and public perception management.