The article examines the monarchies of Qatar, Jordan, and Morocco to demonstrate how specific policies and ideologies do not necessarily correspond with the label of “moderate,” which instead primarily reflects a reputational strategy. Prior to 2011, Qatar had cultivated an image as a relatively “liberal” Gulf monarchy, but although few policy changes occurred, after 2011 the emirate was seen as sponsoring terrorism. The government of Morocco developed a reputation for promoting “moderate Islam,” yet religious intolerance persists, while the Jordanian regime has focused less on cultivating a moderate image than previously. Government efforts to develop a specific reputation reflect strategic maneuvering for both international religious soft power as well as consolidation of domestic control. Combining nine months of ethnographic fieldwork involving interviews with government officials, religious bureaucrats, and embassy personnel, the paper offers insights into how the strategic use of reputation has shifted in the post-2011 context.

本文研究了卡塔尔，约旦和摩洛哥的君主制，以证明具体的政策和意识形态不一定与“适度”标签相对应，而“适度”标签主要反映了声誉战略。在2011年之前，卡塔尔树立了一个相对“自由的”海湾君主制的形象，但尽管政策变化很少，但在2011年之后，该酋长国被视为赞助了恐怖主义。摩洛哥政府在宣传“温和的伊斯兰教”方面享有声誉，但宗教不容忍现象仍然存在，而约旦政权比以前更加注重培养温和的形象。政府为树立特定声誉而做出的努力反映了国际宗教软实力以及巩固国内控制的战略策略。