The global media’s portrayal of Morocco often clashes with the country’s official diplomatic narrative, according to a sweeping analysis of international coverage by local outlets.
Over 4,158 articles from 363 media outlets across 53 countries reveal a disconnect between how Morocco is presented abroad and how its government seeks to be perceived. The findings, published by Telquel.ma and Hespress Français, highlight how foreign narratives sometimes prioritize historical grievances or geopolitical tensions over contemporary achievements.
Why the gap between perception and diplomacy exists
Diplomatic efforts to shape Morocco’s image internationally—such as its recent push for greater recognition of its sovereignty over Western Sahara—have not always aligned with how foreign media frames the country. Telquel.ma notes that while Morocco has invested in soft power through cultural exports (film, music, and tourism), some outlets still emphasize older narratives tied to colonial-era disputes or regional rivalries.
For example, France’s media coverage, analyzed in a separate Telquel.ma report, often adopts a critical stance, framing Morocco through the lens of migration, security concerns, or unresolved historical tensions. The outlet’s headline—“France: Tout connaître, ne rien pardonner” (“France: Know Everything, Forgive Nothing”)—captures this tendency, suggesting a reluctance among French media to move past past conflicts.
Meanwhile, Spain’s shifting perspective offers a case study in how diplomatic relations can reshape media narratives. A Telquel.ma deep dive reveals that Spain’s recent normalization of ties with Morocco has led to a more balanced portrayal, with fewer references to historical disputes and greater focus on economic and cultural cooperation.
How media in 53 countries framed Morocco
The analysis identified key themes across global coverage:
- Geopolitical focus: 32% of articles centered on Morocco’s role in regional conflicts, particularly Western Sahara, often without deep context on its diplomatic progress.
- Cultural exports: 28% highlighted Morocco’s growing influence in film (e.g., Bab El Oued City), music (e.g., R&B star H-Kayne), and tourism, though these stories were less prominent in European outlets.
- Migration and security: 20% of coverage in Western Europe tied Morocco to narratives about irregular migration or counterterrorism, reinforcing stereotypes.
- Economic shifts: 15% addressed Morocco’s economic reforms, but these were often overshadowed by political or security angles.
- Sports diplomacy: 5% noted Morocco’s use of high-profile sporting events (like the 2022 FIFA World Cup) as a soft-power tool, though this was rarely explored in depth.
The data underscores a broader trend: while Morocco has made strides in projecting a modern, progressive image—through film festivals, music scenes, and diplomatic engagements—foreign media often defaults to older, more conflict-driven narratives.
What this means for Morocco’s global image
The disconnect between diplomatic messaging and media perception poses challenges for Morocco’s soft-power strategy. Hespress Français argues that without a coordinated effort to counterbalance negative or outdated narratives, the country risks being defined by historical grievances rather than its current cultural and economic achievements.
Industry experts suggest Morocco could leverage its growing entertainment sector—particularly film and music—as a tool to reshape global perceptions. The success of films like Bab El Oued City, which premiered at Cannes and won critical acclaim, demonstrates how cultural products can humanize a nation’s image. However, Telquel.ma notes that these stories are often buried under broader geopolitical headlines.
For now, the analysis serves as a snapshot of how Morocco is seen—and misseen—abroad. The question remains: Can cultural diplomacy outpace the inertia of older media narratives?
