{"id":1529,"date":"2022-12-20T08:35:41","date_gmt":"2022-12-20T08:35:41","guid":{"rendered":"https:\/\/mpelembe.net\/?p=1529"},"modified":"2023-01-09T20:02:52","modified_gmt":"2023-01-09T20:02:52","slug":"world-cup-2022-who-won-the-prize-for-soft-power","status":"publish","type":"post","link":"https:\/\/mpelembe.net\/index.php\/world-cup-2022-who-won-the-prize-for-soft-power\/","title":{"rendered":"World Cup 2022: who won the prize for \u2018soft\u00a0power\u2019?"},"content":{"rendered":"

Simon Chadwick<\/a>, SKEMA Business School<\/a><\/em> and Paul Widdop<\/a>, University of Manchester<\/a><\/em><\/span><\/p>\n

After four weeks, 64 games and more than a decade of controversy<\/a>, Argentina has won<\/a> the Fifa men\u2019s World Cup in Qatar. And as Lionel Messi and his teammates celebrate victory over France, another competition has also reached its conclusion \u2013 the battle for \u201csoft power\u201d. <\/p>\n

<\/p>\n

Soft power is a foreign policy tool<\/a>. It\u2019s about shaping global perceptions and attitudes using things like music, fashion and sport<\/a>. The Fifa World Cup is perhaps the ultimate soft power platform, with 32 countries on show to billions<\/a> of people. <\/p>\n

During the event, three types<\/a> of soft power could be observed: \u201cbrilliant\u201d soft power, which comes from high performance levels and generates feelings of admiration; \u201cbeautiful\u201d soft power, which inspires hope and a sense of togetherness; and \u201cbenign\u201d soft power, which is found in positive attitudes and altruism. <\/p>\n

Using these categories we have determined the following national placings for the 2022 \u201cWorld Cup of Soft Power\u201d.<\/p>\n

Winners: France<\/h2>\n

In global soft power rankings<\/a>, France was lifted by its win at the 2018 Fifa World Cup in Russia. In 2022, the football team\u2019s performances have only strengthened the national image and reputation. The squad is the epitome of \u201cbrilliant\u201d soft power, combining style and elegance with acute competitiveness, and projecting an image that is cosmopolitan, diverse and united. <\/p>\n

One player (arguably the world\u2019s best right now) is instrumental in this: Kylian Mbapp\u00e9. His club side, Paris Saint Germain (PSG), is a big part of France\u2019s soft power story, helping to build its credentials through a carefully managed combination of football, fashion and music<\/a>. <\/p>\n

Earlier this year, French president Emmanuel Macron reportedly stepped in to persuade Mbapp\u00e9 not to leave PSG<\/a> for Real Madrid, such is his importance to France. Macron fully understands the need for charm, style and confidence in global affairs. When he flew to Doha after France had made it to the semi-finals, he met the Emir of Qatar<\/a>. At full time in the final, he repeatedly consoled Mbapp\u00e9<\/a>. <\/p>\n

Runner up: South Korea<\/h2>\n

Masters of \u201cinspirational\u201d soft power, South Korea\u2019s star continues to rise<\/a>. This is partly a result of government policy, but also the private sector\u2019s enthusiastic patriotism. <\/p>\n

South Korea\u2019s first match at the tournament came after an appearance by the singer Jung Kook at the opening ceremony. Kook is a singer with BTS, a band that has been at the forefront of what has become known as the \u201cKorean wave\u201d<\/a> (or K-wave), which put the country centre stage globally in cinema, television, and music. In tandem with Kook came the car maker Hyundai-Kia<\/a>, which has an endorsement deal with BTS and is also a key Fifa sponsor. <\/p>\n

South Korea was also lucky to have its biggest player \u2013 Tottenham Hotspur\u2019s Son Heung-min<\/a> \u2013 back from injury, bringing global recognition to the squad. The Koreans\u2019 swashbuckling style of play, matched by exuberant fans, tapped perfectly into a national energy which has seen it become a juggernaut of 21st-century popular culture.<\/p>\n

Third place: Morocco<\/h2>\n

With a pre-competition football ranking below the top 20, a history of underperformance in big tournaments and no big-name players, expectations were not high. But this World Cup has turned out to be a triumph for Morocco, on and off the pitch. <\/p>\n

The joyous, uninhibited way in which the team competed generated considerable soft power value \u2013 as did some of the individual players. The sight of midfielder Sofiane Boufal dancing on the pitch with his mother<\/a> after his side\u2019s victory over Portugal was a compelling act of family and togetherness that has resonated with people around the world. Many subsequently adopted the Atlas Lions as their second favourite team<\/a>. <\/p>\n

\n