2016/02/26 by Tal Samuel-Azran, Moran Yarchi, Yair Galily +1 · 28 citations
Social Sciences · #Advertising #Business #Computer science #International relations #Law #Political science #Politics #Power (physics) #Public Relations and Crisis Communication #Soft power #Sport and Mega-Event Impacts #Sports, Gender, and Society #State (computer science)
paper · doi:10.1177/0002764216632841
published in American Behavioral Scientist 60(9), 1101-1115 (SAGE Publishing)
openalex publication_date 2016/02/26 · openalex created_date 2025/10/10 · openalex updated_date 2026/07/25
Qatar’s successful bid for hosting the 2022 soccer World Cup is regarded as one in a series of attempts to change Qatar’s image as a terror-sponsoring state. To understand the power of hosting megasport events to rebuild a country’s international image, the present study compares the coverage of Qatari sport affairs with concurrent terror-sponsoring allegations, via a sentiment analysis of coverage of Qatari affairs by three international networks (SKY, CNN, and ITV) between August 20, 2013 and December 31, 2014. Surprisingly, the analysis found that terror-related articles contained significantly more positive sentiment than articles on other issues, whereas the tone toward Qatar in sport-related articles was significantly less positive than other topics. The study illustrates the limits of using sport as a soft power strategy, and underscores the superiority of on-the-ground efforts to deflect terror allegations as a strategy for improving a country’s image.