This paper is centered upon a discourse analysis of the rhetoric of King Muhammad VI of Morocco as regards human rights, minorities, and particularly Amazigh (Berber) issues. Questions of context, audience, and stance (eg Jaffe 2007, 2009) are considered in framing the way these topics are discussed in royal discourse. Both 9/11 and the "Arab Spring" emerge as watershed moments signaling an increased focus on multiculturalism, tolerance, and coexistence; the paper charts the gradual development of a particular articulation (unique to the Moroccan regime) of these values over time. Questions of translation, ie, how abstract principles such as human rights move into various political discourses, are also taken into consideration. The text of the king's speeches can be understood as in dialogue with emerging international human rights legal discourses as well as international media trends surrounding Islam in the post 9/11 era.