MANAGING THE SOFT POWER TO LEVERAGE NATIONAL IMAGE: THE CASE STUDY OF SOUTH AFRICA IN HOSTING FIFA WORLD CUP 2010

Abstract

Power is the key word that is often found in the study of international relations. In politic, power is used as a concept known as the political power. Power sharing role in the concept of 'state' since their knowledge of international relations and is considered as one of the important concepts in it. Power is the ability to influence others to do something to be desired. In international relations, identical can be said that hard power is a concept associated with the military, weaponry, and battle. But soft power can be said to be a concept that is related to the power that can be achieved through cultural, educational, and unconventional appeal. Joseph Nye, in his article titled "Public diplomacy and Soft Power" (2008), explains that the Soft power is "the ability to get what you want through attraction rather than through coercion or payments" (p. 94). By using soft power, the other party can do things that benefit us without us asking or forcing it to do so. A country's soft power derived from the culture, values, and policies (Nye, 2004). In this regard, the writer make this study attempts to determine if South Africa was actively attempting to boost its soft power or symbolic power during the country’s tender to host FIFA World Cup 2010. Preceding works dealing with mega events identified a number of potential benefits to the hosting nation. Some of benefits include opportunities for development (socio-economic and sport), nation branding (place building), and marketing. This study will link the marketing potential of mega events with the deployment of soft power. The case study specifically focuses with South Africa tender as a marketing forum for enhancing the country’s soft power. By using the mega events FIFA World Cup 2010, this study concludes that South Africa was indeed projecting specifically chosen image of the country with the intention of enhancing the country’s soft power. Furthermore, it is argued that these images are both a reflection and in support of South Africa’s foreign policy and the emerging of middle power.