The goal of the present essay is to discuss the role of the intercultural relationships brought by the sports events. It is imperative to outline the importance of sports in shaping political relations or diplomacy and also improving intercultural communication among the individuals…
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The sports events like the Olympics and the World Cup though are more about sports have been used over time to engage in high levels of public diplomacy (Murray, 2013). In this case, the sporting events are useful in undertaking Intercultural Public Relations. However, even when engaging in public diplomacy, those in charge resort to using language that is acceptable to all the people from different backgrounds thus contributing to a large extent in influencing intercultural communication (Baraldi, 2015). On the other hand, using sport in changing public relations or political relations is a means through which nation brand themselves. For instance, the 2014 Olympics games in Russia were overshadowed by Vladimir Putin’s passing of anti-gay laws before the games kicked off. Putin had to respond to public and media attention. In response, the USA media portrayed how Russia was not in the same league of human rights as the rest of the world. Therefore, the Russian example shows how sporting events are being used as platforms for airing political differences and also at the time being crucial to influencing other societies to embrace tolerance. Nonetheless, the fight for political supremacy through sports entails engaging in intercultural communication where nations use language that is accepted by the rest of the world as a community (Allen, 2011). For instance, in the Russian scenario, the country is against homosexuality though the Olympic Games was used to encourage the country.
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