Thesis (MA)--University of Stellenbosch, 2004. / ENGLISH ABSTRACT: This study attempts to determine if South Africa was actively attempting to boost its
soft power or symbolic power during the country’s bid to host the Fifa 2010 World
Cup. Preceding works dealing with mega-events identified a number of potential
benefits to the hosting nation. Some of these benefits include opportunities for
development (sport and socio-economic), nation building, urban regeneration, and
marketing. Previous works have focused a great deal on economic and nation
building aspects of mega-events. The marketing possibility for a host to develop as a
tourist destination has also enjoyed some focus.
There also exists a large amount of literature dealing with power – its nature,
resources and types. There is for instance structural and relational power while, in the
traditional sense, wealth and military might may be seen as power resources.
However, the importance and maintenance of soft power – or symbolic or co-optive
power, as defined in this study – has been greatly overshadowed by the traditional
ideas of power and as a result, neglected by International Relations scholars.
This study links the marketing potential of mega-events with the deployment of soft
power. The case study specifically deals with South Africa’s World Cup bid as a
marketing forum for enhancing the country’s soft power. For such an analysis it is
necessary to investigate South Africa’s diplomatic status, global position, relationship
with the North and South, and power resources. The importance of soft power being
essential to South Africa’s specific situation, global position and future, is also
investigated.
Using the bid for the 2010 World Cup, this study concludes that South Africa was
indeed projecting specifically chosen images of the country with the intention of
enhancing the country’s soft power. It is furthermore argued that these images are
both a reflection and in support of South Africa’s foreign policy and emerging middle
power position. / AFRIKAANSE OPSOMMING: Hierdie studie poog om vas te stel of Suid Afrika doelgerig probeer het om die land se
sagte mag te versterk tydens die Fifa 2010 Wêreldbekerbod. Vorige studies oor
grootskaalse gebeurtenisse meen dat dit sekere potensieële voordele inhou vir die
gasheer. Dit sluit in geleenthede vir ontwikkeling (sport en sosio-ekonomies), nasiebou,
en stedelike herlewing en bemarking. Vorige werke het ook meerendeels
gefokus op die ekonomiese en nasie-bou aspekte van grootskaalse gebeurtenisse. Die
bemarkingsvoordele wat dit inhou vir die gasheer se toerismebedryf is ook gereeld
vehandel.
Daar bestaan ook vele geskrewe werke oor mag. Verskillende bronne van mag is
ondermeer ‘n gewilde onderwerp. Daar is byvoorbeeld strukturele mag en
verhoudings mag. Tradisioneel word militêre en ekonomiese vermoëns gesien as
bronne van mag. Die belangrikheid van sagte mag of simboliese mag, soos dit in
hierdie studie gedefinieër word, is egter tot ‘n groot mate oorskadu deur traditionele
idees van mag. Daardeur het Internasionale Betrekkinge akademici dit ook tot ‘n
mate afgeskeep.
Hierdie studie illustreer die bemarkingspotentiaal wat grootskaalse gebeurtenisse
inhou vir sagte mag. Die gevallestudie handel spesifiek oor Suid Afrika se 2010 bod
as ‘n potentieële bemarkingsforum vir die bevordering van die land se sagte mag. Die
analise het vereis dat Suid Afrika se diplomatieke status, globale posisie, verhouding
met die Noorde en Suide, en bronne van mag behandel word. Die belangrikheid van
sagte mag vir Suid Afrika se toekoms word ook aangespreek.
Die gevolgtrekking is dat Suid Afrika wel gepoog het om sekere gekose beelde na die
buiteland te projekteer. Die spesifieke doel met die beelde was om die land se sagte
mag uit te brei. ‘n Verdere bevinding is dat die beelde gelyktydig Suid Afrika se
buitelandse beleid en ontluikende middel magsposisie gereflekteer het.
| Identifer | oai:union.ndltd.org:netd.ac.za/oai:union.ndltd.org:sun/oai:scholar.sun.ac.za:10019.1/16386 |
| Date | 04 1900 |
| Creators | Marx, Andrew Morne |
| Contributors | Van der Westhuizen, Janis, University of Stellenbosch. Faculty of Arts and Social Sciences. Dept. of Political Science. Centre for International and Comparative Politics. |
| Publisher | Stellenbosch : University of Stellenbosch |
| Source Sets | South African National ETD Portal |
| Language | en_ZA |
| Detected Language | English |
| Type | Thesis |
| Format | vii, 86 leaves |
| Rights | University of Stellenbosch |
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