Poder brando e megaeventos esportivos:
uma proposta de refinamento conceitual e analítico
DOI:
https://doi.org/10.5752/P.2317-773X.2025v13n2p54-76Palavras-chave:
poder brando, megaeventos esportivos, estratégia política, status internacional, influênciaResumo
O presente artigo analisa a conceptualização do poder brando no contexto dos megaeventos esportivos. Diante da ambiguidade conceitual encontrada na literatura sobre poder brando e esporte, o artigo propõe uma definição mais clara que facilite um estudo mais eficaz. A análise se baseia em uma revisão crítica das contribuições de Joseph Nye e de outros estudosos, identificando três componentes-chave do poder brando: status, influência e estratégia. Esses componentes são aplicados à organização de megaeventos esportivos, ressaltando como a ausência do componente estratégico em muitos estudos anteriores pode ter levado a confusões com outras ações simbólicas, como a promoção turística e a construção de marca-país. O artigo conclui enfatizando a importância de incluir o componente estratégico para distinguir adequadamente o poder brando de outras ações não coercitivas no âmbito dos megaeventos esportivos. Através desse refinamento conceitual, busca-se estabelecer uma base mais sólida para pesquisas futuras sobre o uso político dos megaeventos esportivos e desenvolver uma agenda de pesquisa mais abrangente, que permita uma compreensão mais aprofundada das dinâmicas envolvidas em sua projeção e na construção de poder no cenário internacional.
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Referências
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GRIX, J.; LEE, D. Soft Power, Sports Mega-Events and Emerging States: The Lure of the Politics of Attraction. Global Society, v. 27, n. 4, p. 521-536, 2013. DOI: http://dx.doi.org/10.1080/13600826.2013.827632.
HILL, C. Cheques and balances: the European Union’s soft power strategy. In: PARMAR, I.; COX, M. (Eds.). Soft Power and US Foreign Policy. Theoretical, historical and contemporary perspectives. New York: Routledge, 2010. p. 182-198.
HUISH, R.; CARTER, T.; DARNELL, S. The (Soft) Power of Sport: The Comprehensive and Contradictory Strategies of Cuba’s Sport-Based Internationalism. International Journal of Cuban Studies, v. 5, n. 1, p. 26-40, 2013. DOI: https://doi.org/10.13169/intejcubastud.5.1.0026.
IKENBERRY, J. Liberal Leviathan: The Origins, Crisis and Transformation of the American World Order. Princeton: Princeton University Press, 2012.
ILLA, J. La expansión mundial del deporte: de la internacionalización a la globalización. In: ILLA, J.; RIVAS, B.; SÁNCHEZ, O. (Eds.). Juegos políticos. El deporte y las pugnas que mueven al mundo. Tomo I. Lima: Universidad Peruana de Ciencias Aplicadas, 2021. p. 17-63.
JONES, W.; THEERAWONG, P. Muay Thai Diplomacy: Thailand Soft Power Through Public Diplomacy. Journal of Alternative Perspectives in Social Sciences, v. 11, n. 1, p. 99-124, 2021. Disponível em: https://ssrn.com/abstract=3864868.
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LAYNE, C. The unbearable lightness of soft power. In: PARMAR, I.; COX, M. (Eds.). Soft Power and US Foreign Policy. Theoretical, historical and contemporary perspectives. New York: Routledge, 2010. p. 51-82.
LEITE JÚNIOR, E. F.; RODRIGUEZ, C. The Chinese Football Development Plan: Soft Power and National Identity. Holos, v. 33, n. 5, p. 114-124, 2017. DOI: 10.15628/holos.2017.5750.
LLOPIS, R. (Ed.). Megaeventos deportivos. Perspectivas científicas y estudios de caso. Barcelona: Editorial UOC, 2009.
LOCK, E. Soft Power and strategy: developing a ‘strategic’ concept of power. In: PARMAR, I.; COX, M. (Eds.). Soft Power and US Foreign Policy. Theoretical, historical and contemporary perspectives. New York: Routledge, 2010. p. 32-50.
LUKES, S. Power and the battle for hearts and minds. On the bluntness of soft power. Millennium: Journal of International Studies, v. 33, n. 3, p. 477-493, 2005. Disponível em: https://journals.sagepub.com/doi/10.1177/03058298050330031201.
MARTEL, F. Cultura Mainstream: cómo nacen los fenómenos de masas. Madrid: Taurus, 2010.
NAIM, M. El fin del poder. Debate, 2013.
NEUMANN, I.; DE CARVALHO, B. Small states and status. In: DE CARVALHO, B.; NEUMANN, I. (Eds.). Small States Status Seeking. Norway’s Quest for International Standing. London: Routledge Taylor and Francis Group, 2015.
NYE, J. Bound to Lead: The Changing Nature of American Power. New York: Basic Books, 1990.
NYE, J. La paradoja del poder norteamericano. Madrid: Taurus, 2003.
NYE, J. Understanding International Conflicts. An introduction to Theory and History. New York: Person Longman, 2007.
NYE, J. Get Smart. Combining Hard and Soft Power. Foreign Affairs, 2009. Disponível em: https://www.foreignaffairs.com/united-states/get-smart.
NYE, J. The future of soft power in US foreign policy. In: PARMAR, I.; COX, M. (Eds.). Soft Power and US Foreign Policy. Theoretical, historical and contemporary perspectives. New York: Routledge, 2010. p. 4-11.
NYE, J. The future of power. New York: Public Affairs, 2011.
NYE, J. Responding to my critics and concluding thoughts. In: PARMAR, I.; COX, M. (Eds.). Soft Power and US Foreign Policy. Theoretical, historical and contemporary perspectives. New York: Routledge, 2010. p. 215-227
NYE, J. El poder suave. La clave del éxito en la política internacional. México: Universidad Iberoamericana, 2016.
NYE, J. Soft power: the evolution of a concept. Journal of Political Power, v. 14, n. 1, p. 196-208, 2021. DOI: https://doi.org/10.1080/2158379X.2021.1879572.
NOYA, J. El poder simbólico de las naciones. [Documento de Trabajo, Real Instituto Elcano de Estudios Internacionales y Estratégicos]. Área: Imagen Exterior de España y Opinión Pública, 35, 2005.
OLYMPICS. Disponível em: https://olympics.com/es/. Acesso em 15 set. 2024.
PAZ, D.; SUZARTE, P. Mega-Eventos deportivos mundiales como herramienta para mejorar la imagen de marca-país. [Tesis para obtener el título de Ingeniero Comercial, mención Administración, Facultad de Economía y Negocios, Universidad de Chile]. Disponível em: https://repositorio.uchile.cl/handle/2250/114080, 2013.
PORTLAND COMMUNICATION. The Soft Power 30. A Global Ranking of Soft Power. Portland, 2015. Acesso em 10 set. 2024.
PORTLAND COMMUNICATION. The Soft Power 30. A Global Ranking of Soft Power 2016. Portland, 2016. Disponível em: https://softpower30.com/. Acesso em 10 set. 2024.
PORTLAND COMMUNICATION. The Soft Power 30. Un Ranking Global de Poder Blando 2017. Portland, 2017. Disponível em: https://softpower30.com/. Acesso em 10 set. 2024.
PORTLAND COMMUNICATION. The Soft Power 30. A Global Ranking of Soft Power 2018. Portland, 2018. Disponível em: https://softpower30.com/. Acesso em 10 set. 2024.
PORTLAND COMMUNICATION. The Soft Power 30. A Global Ranking of Soft Power 2019. Portland, 2019. Disponível em: https://softpower30.com/. Acesso em 10 set. 2024.
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Publicado
2026-06-06
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Bruno Rivas Frías, & Ignacio Cardone. (2026). Poder brando e megaeventos esportivos: : uma proposta de refinamento conceitual e analítico. Estudos Internacionais: Revista De relações Internacionais Da PUC Minas, 13(2), 54–76. https://doi.org/10.5752/P.2317-773X.2025v13n2p54-76
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