Soft Power Goals: Hosting the FIFA World Cup as a Tool of International Image Crafting

My research examines the relationship between hosting the FIFA World Cup and the pursuit of international influence through soft power. While traditional “hard power” relies on military coercion, soft power uses leverages such as culture, sports, and diplomacy to increase a nation’s image. By using a comparative case study method, this project analyzes four previous World Cup hosts: South Africa (2010), Brazil (2014), Russia (2018), and Qatar (2022). I collected qualitative data in the form of public government speeches, FIFA statements, and media rhetoric from each host country.

 

I utilized a software called NVivo to run content analysis of the data collected for the four cases. Within NVivo, different codes were used to categorize the data: Appeal to Common Humanity, Economic Development, Education, Infrastructure, International Image, and Tourism. The analysis results reveal distinct themes that each country used to increase their attractiveness. South Africa and Qatar primarily emphasized rhetoric related to “International Image”, Brazil primarily focused on “Economic Development”, and Russia prioritized rhetoric regarding “Infrastructure”.

 

Using comparative case study offers nuanced insights into how four different countries utilize the categories listed above in their soft power projections. These findings allow for a broader understanding of International Relations and the applications of soft power in a growing global setting, including appeal to specific concepts for both domestic and international appeal.