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From soft power to sports diplomacy: a theoretical and conceptual discussion

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  • Yoav Dubinsky

    (University of Oregon)

Abstract

The term soft power refers to the ability to shape preferences of others and getting them to do what you want through attraction without the use of payments or of military force. The three main resources of soft power are culture, political values and foreign policy. Cultural diplomacy refers to the way culture is used for public diplomacy and soft power purposes. Countries, cities, and communities have been using sports for public diplomacy and branding purposes to achieve social, political, and financial goals, and improve the image of the country. The international exposure, the focus on culture, and peaceful values in sports make it a useful tool for countries to use soft power to achieve international goals and improve their public diplomacy. The purpose of this article is to discuss the theoretical and conceptual connections between sports, soft power, and public diplomacy especially in the context of trying to improve countries’ images to achieve foreign policy goals.

Suggested Citation

  • Yoav Dubinsky, 2019. "From soft power to sports diplomacy: a theoretical and conceptual discussion," Place Branding and Public Diplomacy, Palgrave Macmillan, vol. 15(3), pages 156-164, September.
    • Handle: RePEc:pal:pbapdi:v:15:y:2019:i:3:d:10.1057_s41254-019-00116-8
    DOI: 10.1057/s41254-019-00116-8
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    References listed on IDEAS

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    1. Nye, Joseph S., 2008. "Public Diplomacy and Soft Power," Scholarly Articles 11738397, Harvard Kennedy School of Government.
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    Cited by:

    1. Yoav Dubinsky, 2023. "Country image, cultural diplomacy, and sports during the COVID19 pandemic: Brand America and Super Bowl LV," Place Branding and Public Diplomacy, Palgrave Macmillan, vol. 19(3), pages 249-265, September.
    2. Yoav Dubinsky, 2023. "Sports, Brand America and U.S. public diplomacy during the presidency of Donald Trump," Place Branding and Public Diplomacy, Palgrave Macmillan, vol. 19(1), pages 167-180, March.
    3. Kelly Vibber & Alessandro Lovari, 2022. "The overlooked public: examining citizens’ perceptions of and perceived role in hosting mega-events," Place Branding and Public Diplomacy, Palgrave Macmillan, vol. 18(2), pages 156-168, June.
    4. Yoav Dubinsky, 2023. "The Olympic Games, nation branding, and public diplomacy in a post-pandemic world: Reflections on Tokyo 2020 and beyond," Place Branding and Public Diplomacy, Palgrave Macmillan, vol. 19(3), pages 386-397, September.
    5. Richard Parrish, 2022. "EU Sport Diplomacy: An Idea Whose Time Has Nearly Come," Journal of Common Market Studies, Wiley Blackwell, vol. 60(5), pages 1511-1528, September.
    6. Yoav Dubinsky, 2022. "Sport-tech diplomacy: exploring the intersections between the sport-tech ecosystem, innovation, and diplomacy in Israel," Place Branding and Public Diplomacy, Palgrave Macmillan, vol. 18(2), pages 169-180, June.
    7. Yoav Dubinsky, 2024. "Clashes of cultures at the FIFA World Cup: Reflections on soft power, nation building, and sportswashing in Qatar 2022," Place Branding and Public Diplomacy, Palgrave Macmillan, vol. 20(2), pages 218-231, June.

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