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SOFT POWER: A LOOK AT THE BRICS'STRATEGIC UTILIZATION WHEN THE FIFA WORLD CUP OF FOOTBALL WORKS: ANALYSIS OF SOUTH AFRICA, BRAZIL AND RUSSIA.

Abstract

South Africa, Brazil and Russia hosted or will host the FIFA World Cup in this century, so we can say that the BRICS have a strategic interest in organizing this mega event. In the specific case of this study we will analyze the way in which these countries used the sport mega events to increase their soft power. It will be used as analysis tool as the media, of the main international press vehicles reported the event. For the analysis of the reports we propose the categorization from the Nye reference (Culture, Political Values and International Politics). It is hoped to understand the reasons that led these countries to host these mega-events, and what are the interests of FIFA in these countries. Some issues have been raised to deepen this theme: (a) there are academic discussions about FIFA choosing these countries as fragile democracies, therefore, easier for legislative changes; (b) places with endemic corruption, which would facilitate FIFA's agreements with global partners and the local political elite. From this discussion, we propose four subareas of analysis that could allow to understand the problems presented above: (a) soft power in the context of the globalized world; (b) Use of sport Mega events by the peripheral nations to increase their soft power; (c) International Media as an impact factor in the evaluation of BRICS abroad and possible influence on its soft power; (d) Application of soft power theory to peripheral nations such as South Africa and Brazil. (AU)

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Scientific publications
(References retrieved automatically from Web of Science and SciELO through information on FAPESP grants and their corresponding numbers as mentioned in the publications by the authors)
MARCO BETTINE. O FUTEBOL E A SOCIABILIDADE: A GINGA HABERMASIANA E DIONISÍACA. Movimento, v. 29, . (18/11558-6)

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