Archive
2023 96 97 98 99 100 101
2022 90 91 92 93 94 95
2021 84 85 86 87 88 89
2020 78 79 80 81 82 83
2019 72 73 74 75 76 77
2018 66 67 68 69 70 71
2017 60 61 62 63 64 65
2016 54 55 56 57 58 59
2015 48 49 50 51 52 53
2014 42 43 44 45 46 47
News
Submit your article
Newsletter


Issue № 62. June 2017

Sports As a Prospective Instrument of Soft Power in Russia (On the Example of Popularization of Sambo)

Alexander O. Naumov

Ph.D., Associate Professor, School of Public Administration, Lomonosov Moscow State University, Moscow, Russian Federation.
E-mail: Naumov@spa.msu.ru

The article explores the issues related to the prospects of Russia’s sports diplomacy. The author scrutinizes the problem of popularizing Sambo as an effective Russian brand. It is asserted that in the modern world soft power plays an important role in international relations. One of the most underestimated resources of the soft power of the Russian Federation is sport, in particular, Sambo, which has serious prospects for development in this regard. Sambo as a Russian brand has a huge innovative potential and excellent starting opportunities. The author concludes that Sambo can be an important factor of Russia’s soft power and an instrument of its sports diplomacy, an integral part of public diplomacy.

Keywords

Russia, sambo, soft power, public diplomacy, sports diplomacy, state image, national brand.

Comments:
No material published in this journal may be reproduced in print or in electronic form without a link to "E-journal. Public Administrarion".
119991, Room A-710, Shuvalovskiy building, Lomonosov Moscow State University
(27/4, Lomonosovskiy Avenue); phone: +7 (495) 930-85-71
Copyright © 2015 SPA MSU


Яндекс.Метрика