11. The ‘Speak Egyptian, Speak Arabic’ Campaign: A Tool of Egypt’s Public Diplomacy

This chapter delves into Egypt's 'Speak Egyptian, Speak Arabic' campaign, initiated by President Sisi in 2020, as a tool of public diplomacy targeting Egyptian expats and migrants. The campaign aims to preserve cultural identity, foster nationalism, and improve the president's image abroad. It explores the strategic use of language, history, and nostalgia to influence elections and enhance the president's legitimacy. The chapter also examines the role of various governmental institutions, including the Ministry of Foreign Affairs and media channels, in promoting the campaign. Additionally, it discusses the success of the campaign in rallying Egyptians around their president and the implications for authoritarian regimes' public diplomacy strategies. The analysis is based on qualitative research methods and constructivism as the theoretical framework, providing a comprehensive understanding of Egypt's public diplomacy efforts.