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Using NFTS for Nation Branding in the UAE

المصدر: المجلة الجزائرية للإتصال
الناشر: جامعة الجزائر - معهد علوم الإعلام والإتصال
المؤلف الرئيسي: Alsuwaidi, Hessa Jersh (Author)
مؤلفين آخرين: Mellor, Noha (Co-Author)
المجلد/العدد: مج26, ع1
محكمة: نعم
الدولة: الجزائر
التاريخ الميلادي: 2024
الشهر: جوان
الصفحات: 31 - 46
ISSN: 1111-4479
رقم MD: 1492306
نوع المحتوى: بحوث ومقالات
اللغة: الإنجليزية
قواعد المعلومات: HumanIndex
مواضيع:
كلمات المؤلف المفتاحية:
NFT | Nation Branding | Gulf Futurism | Hybridity | Semiotic | UAE
رابط المحتوى:
صورة الغلاف QR قانون
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المستخلص: Digital artists have been utilizing public ledgers to create digital tokens of their artwork and sell them by means of crypto currencies 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.

ISSN: 1111-4479

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