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Soft Power and the Olympics: Opportunities and Challenges
Abstract
The explanation of the post-cold war era in international relations has been characterised by using the notion of soft power. Originally put forth by Joseph Nye, it provides a highly useful conceptual approach to understanding and explaining the foreign policy behaviour of states. The attractiveness of soft power also enables it to be utilised to shed light on international non-governmental organisations such as the International Olympic Committee. Relying on historical case studies and clarification concerning sports diplomacy, this chapter evaluates the challenges and opportunities the Olympic movement faces regarding soft power.
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