The Politicization of Sports as a Soft Power Public Resource

Vera A  Korneeva   and Evgeny S  Ogurtsov

doi:10.17485/ijst/2016/v9i29/89854

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The Politicization of Sports as a Soft Power Public Resource

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Indian Journal of Science and Technology

DOI: 10.17485/ijst/2016/v9i29/89854

Year: 2016, Volume: 9, Issue: 29, Pages: 1-7

Original Article

The Politicization of Sports as a Soft Power Public Resource

Vera A. Korneeva¹ and Evgeny S. Ogurtsov^2,3

¹ Ural Federal University, Yekaterinburg, [email protected]
² Southern Federal University,
³ LLC Southern Center of Engineering and Technology Transfer, Russian Federation

This work is licensed under a Creative Commons Attribution 4.0 International License.

Abstract

The review article is devoted to the sports issues as a soft power resource. Being an integral part of social, cultural and political life of the society, sports are considered in the article in the context of a “soft” influence tool in country’s domestic and foreign policy. Branding of the Olympic movement and the actualization of sporting identity can serve examples of the mechanism for obtaining reputational dividends and promoting the country. In domestic policy of the state sports have a strategic importance for the regions management.
Keywords: Sports, Sports Branding, Sports Policy, Sports Politicization, “Soft Power”, Regionalism of Sports Policy