Sport jako element soft power Kataru

• Authors: Robert Czulda

Title variants

EN

Sport as an Element of Qatar’s Soft Power

• Languages of publication: PL

Abstracts

PL

Do niedawna Katar pozostawał państwem mało rozpoznawalnym na świecie. W wyniku przemyślanej, wieloletniej strategii budowy marki, powiązanej ściśle z polityką zagraniczną i bezpieczeństwa, Katar stał się nie tylko rozpoznawalnym w skali globu państwem, ale za sprawą nieproporcjonalnej do swego geograficznego rozmiaru aktywności międzynarodowej godną zaufania marką, znaną i szanowaną na najważniejszych salonach politycznych i w kręgach dużego biznesu. Celem głównym niniejszego artykułu jest zanalizowanie jednego z elementów strategii budowania międzynarodowejmarki Kataru, jaką jest wykorzystanie sportu w celach politycznych oraz odpowiedzenia na pytanie, na ile sport w niniejszym przypadku pozwala zrealizować zakładane cele strategiczne. By to zrobić, w pracy zanalizowano wymiar wewnętrzny i zewnętrzny (międzynarodowy) polityki sportowej Kataru.

EN

Until recently, the State of Qatar remained little recognized throughout the world. However, as a result of a well-considered and long-term brand building strategy, linked closely to foreign and security policy, Qatar has become not only a globally recognized country, but also – due to the disproportion between its geographical size and its impact on international activities – a trustworthy brand that is known and respected in the most important political and business circles. The main goal of this paper is to analyze one of the elements of Qatar’s brand building strategy, which is the use of sport for political purposes, and to answer the question as to what degree sport in the analyzed case can help with accomplishing those strategic objectives. To do so, the paper will analyze both the internal and external (international) dimensions of Qatar’s sports policy.

Keywords

PL

polityka zagraniczna Kataru; soft power; sport; budowa marki

EN

Qatar’s foreign policy; soft power; sport; brand building; Qatar’s foreign policy; soft power; sport; brand building

• Publisher: Uniwersytet im. Adama Mickiewicza w Poznaniu
• Journal: Przegląd Politologiczny
• Year: 2017
• Issue: 1
• Pages: 173-188

Dates

published

2017-03-15

Contributors

author

Robert Czulda

• Łódź

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Identifiers

DOI

10.14746/pp.2017.22.1.12