SPORT KAO INSTRUMENT MEKE MOĆI
DOI:
https://doi.org/10.46793/ManagSport17-2.050MKljučne reči:
meka moć, diplomatija, sportska diplomatija, nacionalni imidž, međunarodni odnosi.Apstrakt
U radu se razmatra uloga sporta kao savremenog instrumenta meke moći u međunarodnim odnosima, sa posebnim osvrtom na njegov značaj u javnoj diplomatiji, globalnom pozicioniranju i oblikovanju međunarodnih percepcija. Polazeći od teorijskog okvira diplomatije i meke moći, sport se sagledava kao kulturni resurs, izraz nacionalnog identiteta i kao komunikacioni kanal koji prevazilazi tradicionalne, pre svega političke granice. Analiza je usmerena na tri dimenzije: 1) sport kao odraz nacionalnog identiteta; 2) sport kao strateško sredstvo za međunarodnu promociju, prvenstveno kroz sportske mega-događaje; i 3) sportisti kao neformalni ambasadori svojih zemalja. Metodološki okvir rada zasnovan je na kvalitativnom istraživačkom pristupu koji objedinjuje konceptualnu analizu, tematski kvalitativnu analizu i uporednu analizu slučajeva. Na osnovu iskustava Ujedinjenog Kraljevstva, Nemačke, Kine, Katara i Kube, dolazi se do zaključka da sport može doprineti izgradnji pozitivnog međunarodnog imidža i unapređenju međudržavnih odnosa, pri čemu njegov efikasnosti zavisi od političkog konteksta, medijskih narativa i dugoročnih državnih strategija. Na kraju se zaključuje da je sport značajan i sve složeniji oblik „meke moći“, naročito zahvaljujući tome što kombinuje univerzalne vrednosti, emocije i globalnu vidljivost, zbog čega se opravdano može smatrati jednim od najuticajnijih resursa moderne javne diplomatije.
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