First Ladies of the Arab World in the Mirror of Western Media

The article presents a comprehensive analysis of the representation of the images of the first ladies of Middle Eastern countries, using Jordan as an example, in global media. It focuses on the mechanisms of constructing their public image as a tool of soft power and diplomacy, including self-presentation strategies, media narratives, and visual representations in key contexts of their activities: state visits, public speeches, and the implementation of social projects, particularly in the fields of education, women's initiatives, and healthcare, as well as in promoting national cultural heritage and fashion. It analyzes how international English-language media shape perceptions of these political figures, considering key aspects of their roles—patronage of educational and women's initiatives, cultural mediation, promotion of national heritage and fashion—and identifies dominant stereotypes and their impact on cross-cultural perceptions of the region. The study is based on discourse analysis of materials from international media outlets: The New York Times, BBC, and CNN. The analysis includes visual and digital content, allowing the tracing of the evolution of media images and their role in public diplomacy. The methods used in this work include case studies, discourse analysis, content analysis, media profiling, visual analysis, and comparative analysis. This research significantly contributes to the scientific understanding of the phenomenon of first ladies in the Middle East, uncovering fundamentally new aspects. It systematizes the deep historical roots of their political influence, convincingly refuting stereotypes about the complete exclusion of women from the sphere of power in the region. Additionally, the research developed a typology of resilient media frames (such as "Modernizer" and "Guardian of Traditions") used by leading Western media and analyzed the mechanisms of constructing these often polarized images. Key findings confirm that first ladies are significant actors of soft power. Their activities in the areas of charity, support for education, and cultural mediation have a substantial impact on shaping the international perception of the entire region of the Middle East. However, the analysis shows that their media representations often suffer from distortion and stereotyping. Therefore, a fundamentally important conclusion is the necessity for the countries in the region to develop strategies aimed at ensuring more objective and balanced coverage of the activities of first ladies in global media.

Middle East, First lady, Image, Media, Cultural context, Jordan, Politics, Women's rights, Image representation, Soft power