Soft disempowerment dynamics in the 2022 FIFA World Cup

Joshua Philip Suarez, Nikka Marie Sales and Adrian Rauchfleisch ()
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Joshua Philip Suarez: National Taiwan University
Nikka Marie Sales: National Taiwan University
Adrian Rauchfleisch: National Taiwan University

Humanities and Social Sciences Communications, 2025, vol. 12, issue 1, 1-14

Abstract: Abstract Qatar’s hosting of the 2022 FIFA World Cup presents a unique opportunity to examine soft disempowerment–a phenomenon where state-led initiatives to enhance national prestige through mega-sporting events inadvertently attract international scrutiny and criticism. This study addresses two important yet underexplored questions: (a) How do cross-cultural differences and influential actors shape the dynamics of soft disempowerment? (b) To what extent did efforts to discredit Qatar resonate with a global audience, and were these criticisms a transient reaction or a more lasting shift in perception? We analyze two large datasets: over 40 million English-language tweets and four distinct panels composed of 71,730 randomly selected users, as well as 7954 accounts from media affiliates, NGOs, and Western politicians who engaged in discussions about the World Cup. We demonstrate that criticism of Qatar was largely driven by influential actors and users from countries with weak political, religious, cultural, or economic ties to Qatar. Despite Qatar’s success in mitigating criticisms at a macro level, our disaggregate analysis reveals that critical narratives had a significant impact on both the volume and persistence of information flow. These findings highlight the vulnerability of Qatar’s soft power strategy and contribute to a broader understanding of the challenges states face in managing their global image in an interconnected world.

Date: 2025
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DOI: 10.1057/s41599-025-06062-6

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