SPORTSWASHING: En kvalitativ innehållsanalys av begreppet sportswashing i brittisk media – en mjukmaktskapande aktion omgärdad av postkoloniala värderingar
Abstract
In the last few years the term ’sportswashing’ has been made popular by human rights
organisations and sportsmedia in relation to the involvement in sports by states and individuals
aiming to extract soft power and, or, laundry it’s reputation and strengthen it’s image. States,
corperations and private individuals participations in sports through hosting, or owning,
competitions or clubs, is today something that can be seen as highly political. This study exams
the term sportswashing through the british media outlets The Guardian and The Independent
by doing a qualitative content analysis. The study further exams how sportswashing is described
and whether the term is associated with postcolonial values through the theorization of
orientalism and eurocentrism and a working defintion of soft power. The results show that both
orientalist and eurocentric values are showing in the articles, while not being the overwhelming
theme. Sportswashing is thematically talked about in the context of culture and sports
performance, human rights and soft power with the main actors accused of sportswashing being
Saudi Arabia, The United Arab Emirates and Qatar.
Degree
Student essay
Collections
View/ Open
Date
2023-02-09Author
Andersson, Oskar
Keywords
Sportswashing
Orientalism
Eurocentrism
Postcolonialism
Soft Power
Content analysis
Sports
Media
Saudi Arabia
United Arab Emirates
Qatar
Language
swe