Despite limited resources and geographic challenges, Jordan has historically managed to carve out a prominent regional and international role—thanks largely to its rich reserves of soft power, which extend beyond the traditional metrics of influence. Its moderate foreign policy, Hashemite legitimacy, humanitarian leadership, and internal stability have all contributed to Jordan’s image as a rational, peace-making nation and a moral anchor in times of conflict and division.
اضافة اعلان
The Hashemite leadership, particularly King Abdullah II, has played a central role in this orientation, championing a model of ethical and calm diplomacy. Through initiatives such as the Amman Message, Jordan has also presented an advanced model of interfaith dialogue and cultural rapprochement.
In the same vein, Jordan has set an exemplary model of security and political stability in a turbulent environment, making it a destination for international conferences and a headquarters for UN and regional organizations. Its academic and media institutions have also contributed to building a respectable public image, thanks to its graduates and media and intellectual talents, who have played a role in marketing the Jordanian story abroad with professionalism and poise.
One of the most striking features of Jordan’s soft power is its longstanding humanitarian role. For decades, the country has welcomed refugees from Palestine, Iraq, Syria, and Yemen—despite facing significant economic pressure. This ethical stance, though costly internally, has earned Jordan rare moral and political credibility on the world stage.
Jordan's rich religious and cultural heritage also plays a key role in its soft power toolkit. Sites like the Baptism Site, Petra, Jerash, and the shrines of the Prophet’s companions serve as cultural and spiritual touchstones that foster civilizational dialogue and attract religious and cultural tourism.
On the security front, the Jordanian Armed Forces’ participation in international peacekeeping, humanitarian, and medical missions has further added a new dimension to its soft power—presenting the country not as a source of conflict, but as a contributor to its resolution.
Yet, despite this impressive reservoir of soft power, there is still a pressing need for a more systematic and strategic activation of these assets. This calls for the establishment of a national soft power council or authority—regardless of its exact name or structure—that would report directly to the Prime Minister’s Office, or fall under the Ministry of Foreign Affairs or the Ministry of Information. This would be in line with successful models seen in countries like the UAE and Qatar, which recognized early on that true, lasting influence is not solely built on hard power but also on the strength of a nation’s image and cultural capital.
Such a council would be tasked with developing a comprehensive national soft power strategy encompassing all sectors in which Jordan holds competitive advantage—such as culture, arts, education, scientific research, media, public diplomacy, national identity, tourism, the economy, and the creative industries. Jordan is rich in natural, historical, and human assets that can exert deep influence if mobilized within a long-term strategic vision.
The council should also be responsible for reviewing all media, cultural, and educational policies and regulations that may impact the country's external image—positively or negatively. This includes refining public messaging and enhancing the promotion of Jordan’s national narrative. A key part of the council’s mandate would be to maintain continuous coordination with Jordanian diplomatic missions, universities, cultural centers, and media outlets both domestically and abroad to unify messaging and reinforce a positive, accurate representation of Jordan on every platform.
Additionally, the council should focus on building sustainable communication channels with influential global communities, particularly in strategic regions and major international capitals. This should be done through non-traditional tools that rely on cultural, human, and popular influence, moving from official representation to a more social, intellectual, and emotional presence.
Establishing such a council is no longer a luxury or an optional bureaucratic reform—it is a national imperative, dictated by the historical moment Jordan and the region are facing. In today's world, influence is no longer wielded solely through weapons or economic might, but through a country's reputation, moral capital, and cultural legitimacy. Jordan—by virtue of its geographic uniqueness, historical depth, and internationally respected leadership—has the potential to secure a leading position in the evolving map of soft power influence.
What Jordan needs is not to invent new tools of influence, but to strategically harness its existing moral, historical, political, and human wealth. These resources must be organized under a unified vision that understands true influence is not imposed—but inspired.
So the question remains: Will we soon witness the birth of a national council for soft power in Jordan?
