Abstract
Purpose
The article highlights the country’s reliance on soft tools, such as traditional diplomacy, cultural diplomacy, and messaging, to protect national security and preserve unity. This paper aims to examine the extent to which the Sultanate of Oman utilized national soft power to mitigate the negative impact of the Muscat terrorist attack.
Design/methodology/approach
This study used a qualitative approach to answer the research questions, applying document analysis as the primary method to collect the data from official statements, social media, and media coverage. Secondary data were collected from interviews with officials and analysts.
Findings
This article confirmed that soft power instruments played a major role in the time of the Muscat terrorist attack to mitigate the negative impact. Classic and public diplomacy, national identity promotion, and religious approach were the main instruments used in soft power. The Sultanate of Oman’s approach not only maintains public trust but also fosters cultural unity, ensuring that security and prosperity policies, as outlined in Vision 2040, remain unaffected. Besides that, this article showed that Oman successfully mitigated the negative impact based on no sectarian strife, swift restoration of security, and international cooperation. However, the research indicates that many challenges could be faced when deploying soft power instruments in crisis management, such as economic challenges, cyber threats, disinformation, and institutional coordination.
Originality/values
This article contributes to a deeper understanding of how soft power can be affected in an unstable region for national security domestically and regionally. In addition, this article gives politicians and academics another point of view on how to protect national security by using soft power.