Public Diplomacy And Nation Branding

995 WordsJul 28, 20164 Pages
Ask anyone what they think of when they hear the word Russia these days and you’re likely to elicit one of two common responses: Did you hear about their doping scandal or did you hear about what their president said, the latter usually referring to the enigmatic personality that is Vladimir Putin and a series of nuclear tests that seems to foreshadow World War 3. Russia has actually been behaving remarkably well in the past few years and appears to be trying to change the world’s perception about the nation, which is why it is so disappointing that they have been reduced to these two headlines. Sports diplomacy is one of many spheres of public diplomacy and nation branding that Russia has been investing heavily in. Aimed not only at developing a positive image of Russia, but also at fostering and developing relationships with post-conflict nations, Russia’s public diplomacy is certainly key to their national interests. Before the aforementioned headlines were released Russia was actually using sports diplomacy in nation branding incredibly well, be it the winter Olympic Games in 2014, the new Russian Formula 1 Grand Prix, or the upcoming 2018 FIFA World Cup. These events show a remarkable effort by Russia to drastically change its international image, with the Sochi Olympic Games being the best example. Jarol Manheim stated in his analysis of the 1988 Seoul Olympics that hosting the Olympic Games presents a unique for the host country to assert a global image of power
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