An analysis of Russia’s ‘alternative’ soft power strategy and national identity discourse via sports mega-events
Journal: University of Birmingham Institutional Research Archive (University of Birmingham)
Year: 2018

This thesis seeks to show through both historical and contemporary examples what makes Russia an ‘outlier’ among key sports mega-events hosts. More specifically, this thesis sets out to establish how external and internal objectives Russia pursued in the context of the 1980 Olympics and the 2014 Sochi Olympics differed from those of other sports mega-event hosts, including non-liberal states. The originality of this thesis lies not only in the fact that it sheds light on Russia’s strategy of spo