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The Case of Jordan Joseph A University of Richmond UR Scholarship Repository Master's Theses Student Research Spring 5-1990 Image and image-making : the case of Jordan Joseph A. Rowley Follow this and additional works at: http://scholarship.richmond.edu/masters-theses Part of the History Commons Recommended Citation Rowley, Joseph A., "Image and image-making : the case of Jordan" (1990). Master's Theses. Paper 1112. This Thesis is brought to you for free and open access by the Student Research at UR Scholarship Repository. It has been accepted for inclusion in Master's Theses by an authorized administrator of UR Scholarship Repository. For more information, please contact [email protected]. 1 I IMAGE AND IMAGE-MAKING: THE CASE OF JORDAN By JOSEPH ANTHONY ROWLEY B.A., James Madison University, 1982 A Thesis Submitted to the Graduate Faculty of the University of Richmond in Candidacy for the degree of MASTER OF ARTS in History May, 1990 Richmond, Virginia LIBRARY UNIVERSITY Of RK:HMONfill 'VlR.GlNtA 23173. IMAGE AND IMAGE MAKING: THE CASE OF JORDAN Joseph Anthony Rowley Candidate for the degree of MASTER OF ARTS in History University of Richmond May, 1990 Professor Emory C. Bogle, Thesis Director This thesis is an analysis of the public relations campaign of the Jordanian government with respect to its major economic development projects. It surveys the tourism, agriculture, mining and manufacturing, banking and finance, and commercial aviation sectors. The chapters trace the evolution, planning and development of each sector. The procedure entailed a thorough analysis of development and tourist literature published by the Jordanian Ministry of Information, the Jordan Information Bureau, and the Jordan National Planning Council, along with pronounce- ments by Jordanian officials and reports in the Jordanian press, concurrent with an investigation of each sector using scholarly sources--books, journal articles, papers presented at interna- tional conferences, Joint Publications Research Reports, as well as press reports. This ananlysis led to the conclusion that Jordan, a small nation of 2.5 million people without substantial quantities of oil or other natural resources, made dramatic progress in each sector during the decades of the 1970s and 1980s, while the government of Jordan characterized the country ii as an open, progressive nation with a free-enterprise economy and a stable political system, steeped with a long historical heri­ tage, with the aim of attracting tourists, foreign and domestic investors, and international businesses to Jordan. iii ---------------------------------------------------------- ---1 ACKNOWLEDGEMENTS I would like to acknowledge a few persons whose help and support were vital to the completion of this project. First, Professor Emory C. Bogle, director of the project, for his steadfast faith and patience, three of my colleagues at Boat­ wright Library, Lawrence R. Snedden, Audio Visual Coordinator, for his expertise in word processing, John S. Walters, Reference Librarian, and Sue Ratchford, in charge of Interlibrary loans, for their indispensable aid in acquiring vital sources, and Barbara K. Weisenberger, secretary of University College, for her indefatigable efforts in editing the final manuscript. v - ------- ------------------------------------------------------------ --------------------------------------------- Approval Page I certify that I have read this thesis and find that, in scope and quality, it satisfies the requirements for the degree of Master of Arts/Science. advisor iv CONTENTS Acknowledgements v Introduction 1 Tourism: "A Modern Country in an Ancient Land" 3 Agriculture: "Planning With the People" 59 Industry: "An Ideal Location for a Middle East Business" 92 Banking and Finance: "Mobilizing the Private Sector" 122 Alia: "Envisioning Regional Cooperation" 153 Conclusion 176 Bibliography 183 Vita of the Author 193 vi Med1l'!rraf!ean Sea SYRIA I /--·-·-· ARA BIA I I I Jordan --- lntematlonaJ boundary -·- Govemorate boundary * National capital ® Governorate capital ~Railroad --- Road SAUDI ARABIA o 25 50 Kilometers O 25 50 Miies Boaadu')o repr ...ntat'°" 11 not __...nt, euthont.hVe Base 600641 (A05603) 7- 66 INTRODUCTION Throughout antiquity the area that now comprises the Hash­ emite Kingdom of Jordan enjoyed an important role as a commercial and transit center, lying at the crossroads of the land routes that linked Asia, Africa and Europe, and along which flowed the luxury goods of the ancient world. The region flourished during the classical civilizations of the Nabataeans and Romans, and continuing into the Byzantine and Ummayyad periods. The remnants of those ancient civilizations play a central role in Jordan's efforts to flourish economically once again. The wealth of archaeological ruins in Jordan bears testimony to the prosperity of the area throughout antiquity. This histor­ ical backdrop is the focus of Jordan's efforts to publicize and propagate awareness of its major economic development projects and tourist attractions. The theme of Jordan's public relations and its catch phrase is "a modern country in an ancient land." Government-produced literature draws numerous parallels with Jor­ dan's ancient past, comparing the country's political stability in modern times with that prevalent in the classical Roman era, and emphasizing its strategic location at the crossroads of three continents. The purpose of this thesis is and to analyze the Jordanian government's publicity campaign with respect to its major 2 economic sectors. The chapters that follow will survey progress in the sectors of tourism, agriculture, mining and manufacturing, banking and finance, and commercial aviation, and attempt to illustrate how Jordan is becoming a modern state despite its small size and sparse natural resource base. TOURISM: "A MODERN COUNTRY IN AN ANCIENT LAND" Jordan is rich in historical, archaeological, and natural features that attract visitors from all over the world. The ancient cities of Petra and Jerash rank among the world's great archaeological treasures, and the dramatic landscapes of the Wadi Rum desert, the Dead Sea, mineral and thermal springs, and the beaches of Aqaba are among Jordan's natural treasures. Tourism is Jordan's second largest foreign exchange earning industry. It is also a vital medium for international exposure and public relations. Commenting in Jordan, a public relations magazine published by the Jordan Information Bureau for distribution to travel, government, business, and cultural representatives, Prince Muhammad, president of the Higher Committee of the Ministry of Tourism in 1979 stated: Tourism is creating an expanded community, a world community where neighbors are not only people living next door to one another but peoples living side by side as nations ...• There is no doubt that wide interna­ tional travel leads to greater understanding and friendship among peoples of the world .... In that knowledge and awareness of common huma~ aspirations lies the hope of future civilizations. In the opening address to the First Conference on the History and Archaeology of Jordan, Crown Prince Hassan, citing the common cultural heritage of the Middle East and the Western world, expressed the hope that greater awareness of Jordan's past would !Jordan Information Bureau (JIB), Jordan 4 (Washington, D.C.: Winter 1979), 1. 4 expressed the hope that greater awareness of Jordan's past would encourage greater goodwill between the nations of these regions. 1 Statements such as these by members of the royal family and other Jordanian officials demonstrate that Jordan is presenting itself as a progressive nation with an international outlook. The purpose of this chapter is to examine how the government of Jordan is developing its tourist attractions, and to analyze its efforts to publicize and stimulate interest in them. The early part of this chapter will discuss the development of Jor- dan's tourist infrastructure. The greater part will discuss some of Jordan's major antiquities, in particular Petra, Jerash, and the Roman Decapolis cities, and the latter part will cover Jor- dan's natural wonders. Jordan's rich historical heritage is the focus of its effort to attract tourists. Travel literature published by the Ministry of Tourism presents Jordan as a journey back in time, and an opportunity for visitors to rediscover their own cultural roots. "Its (Jordan's) traditions are the heritage of most of the civ- ilized world, so that visiting Jordan becomes a kind of spiritual homecoming. 112 The historical emphasis pervades travel literature about Jordan. The following quote by free-lance writer Cynthia Barry in Jordan illustrates the theme perfectly: "In a vivid way, 1Adnan Hadidi, ed., Studies in the History and Archaeology of Jordan, (Amman: Department of Antiquities, 1982~12. ~ 2Jordan, Ministry of Information, Jordan (London, Hutchinson Benham, 1978), 141. 5 these diverse sights crystallize the essence of Jordan. Like the Roman god Janus, Jordan looks in two directions: one face turns toward the future, the other toward the past. 111 Jordan's tourist literature is often written by scholars who have been working to help restore its major attractions, replete with walking tours in writing with vivid descriptions of the major monuments, and background information on the progress of the excavations. Always accompanied with vivid and dramatic color photographs, tourist articles on various antiquities invariably contain assurances of accessibility by modern roads, since in many
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