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Israel's Use of Sports for Nation Branding and Public Diplomacy

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University of Tennessee, Knoxville TRACE: Tennessee Research and Creative Exchange Doctoral Dissertations Graduate School 5-2018 ISRAEL'S USE OF SPORTS FOR NATION BRANDING AND PUBLIC DIPLOMACY Yoav Dubinsky University of Tennessee, [email protected] Follow this and additional works at: https://trace.tennessee.edu/utk_graddiss Recommended Citation Dubinsky, Yoav, "ISRAEL'S USE OF SPORTS FOR NATION BRANDING AND PUBLIC DIPLOMACY. " PhD diss., University of Tennessee, 2018. https://trace.tennessee.edu/utk_graddiss/4868 This Dissertation is brought to you for free and open access by the Graduate School at TRACE: Tennessee Research and Creative Exchange. It has been accepted for inclusion in Doctoral Dissertations by an authorized administrator of TRACE: Tennessee Research and Creative Exchange. For more information, please contact [email protected]. To the Graduate Council: I am submitting herewith a dissertation written by Yoav Dubinsky entitled "ISRAEL'S USE OF SPORTS FOR NATION BRANDING AND PUBLIC DIPLOMACY." I have examined the final electronic copy of this dissertation for form and content and recommend that it be accepted in partial fulfillment of the equirr ements for the degree of Doctor of Philosophy, with a major in Kinesiology and Sport Studies. Lars Dzikus, Major Professor We have read this dissertation and recommend its acceptance: Robin L. Hardin, Sylvia A. Trendafilova, Candace L. White Accepted for the Council: Dixie L. Thompson Vice Provost and Dean of the Graduate School (Original signatures are on file with official studentecor r ds.) ISRAEL’S USE OF SPORTS FOR NATION BRANDING AND PUBLIC DIPLOMACY A Dissertation Presented for the Doctor of Philosophy Degree The University of Tennessee, Knoxville Yoav Dubinsky May 2018 Copyright © 2018 by Yoav Dubinsky All rights reserved. ii DEDICATIONS To my family, friends, colleagues, faculty, and students: Walk on with hope in your heart and you’ll never walk alone. iii ACKNOWLEDGEMENTS I would like to thank my principal advisor Dr. Lars Dzikus and my committee members Dr. Rob Hardin, Dr. Sylvia Trendafilova and Dr. Candace White. Your guidance, wisdom and support were essential and much appreciated. I would like to thank all the participants in this study. You all played important roles in this dissertation. I would also like to thank all the faculty members, my colleagues PhD cohort, and my dear students who I had the pleasure and privilege to teach at the University of Tennessee. You all made Rocky Top feel like home sweet home to me. You have all made me a Vol For Life. Thank you my dear Israeli friends for the ongoing support through this journey. I never take your friendship for granted. Special thanks to my dear friends around the world and especially from the International Olympic Academy. Part of my heart will always belong to Olympia. Thank you all for pushing me to be faster, higher and stronger. But more than anyone, I would like to thank my close family; my father Nitay, my mother Karyn, and the king of kings—my brother Itamar. Your unconditional love and support made this journey possible. iv ABSTRACT Since 1967, Israel’s image has been dramatically deteriorating, partly because of not having clear strategies regarding soft power and public diplomacy (Gilboa, 2006). The purpose of this study is to analyze how Israeli sports organizations have used sports for nation branding and public diplomacy. The research question was: How do Israeli sports organizations use sports for nation branding and public diplomacy? For the conceptual framework I drew mostly from theories in place branding research, public diplomacy, sports diplomacy, and soft power. Coming from a constructivist ontology and epistemology, I used qualitative methodology. During December 2017, I conducted semi- structured interviews with 11 members from Israeli sports organizations and three members of Israeli governmental agencies. After analyzing the results, five themes emerged from the data: (a) The Conflict, (b) Hosting Sports Events, (c) Representation, (d) Relations with the State, and (e) Challenges and Opportunities. This study is significant and contributes to existing knowledge on two main levels: (a) the specific case of Israel and (b) theories and conceptual frameworks on public diplomacy, nation branding, and related fields. Based on the findings of this study, I came up with 12 practical recommendations to practitioners in Israel, that some of them can apply to other countries that face similar situations. The recommendations : (a) Develop a sports diplomacy strategy, (b) Brand Israel as a “SportTech” Nation, (c) Acknowledge the conflict and prepare for escalation, (d) Improve inclusion and emphasize diversity, (e) Use athletes and organizations for public diplomacy, not advocacy, (f) Focus more on participation-sports tourism, (g) Aim beyond commemoration, (h) Develop the v Maccabiah Games further, (i) Encourage representation in international federations, (j) Emphasize ethical policies, (k) Improve and expand collaborations with foreign countries, and (l) Consider the themes found in this study. This study also shows that even in a country that is going through one of the most complicated prolonged conflicts in the world, whenever there is formal collaboration between the state and sports organizations, sports can still be useful tool for soft power purposes. vi PREFACE When coming back to Israel from covering the 2008 Olympic Games in Beijing, which was a personal and professional dream, the president of my company asked me to bring him all the articles I wrote during the Olympics. A few days later he sent me a short note saying that I had come back different. At first, I did not give this short sentence any meaning, but as the days, weeks and months went by, I started to wonder: “Did I go to China one Yoav and came back another? Did they get to me? Did the Chinese managed to change the way I saw China? Did that reflect in my coverage?” I went back and read again everything I wrote. I noticed that in the preparations for the Olympics and before the Opening Ceremony I had focused more on the socio-political environment in China and was very critical about it. As the Games started, however, I focused on the competitions, while mentioning the exciting environment in Beijing, exposing also the rich historical culture of China. “Well, I’m just one of many journalists, but if China managed to make many of us focus on other aspects of the country and not just negative sides of the regime, maybe that can influence our audiences as well,” I thought to myself. “And if China can do that, what about Israel?” I asked myself. That was the moment I started to think about the power of sports as a tool for nation branding and public diplomacy. I wrote this dissertation at the University of Tennessee with its community of faculty, students, and staff, whom I thank dearly for embracing me with open arms, helping me to reach my potential and for making Rocky Top feel like sweet home to me. Since coming back from Beijing, I have covered, researched, and attended relevant national and international sports events in Israel, Greece, Canada, England, Spain, vii Germany, the United States and Brazil, including the 2012 Olympic Games from happy and glorious London and the 2016 Olympic Games from marvelous Rio de Janeiro, where I also conducted research for the University of Tennessee. Yet, this study is the highest peak of a decade-long journey that took me to research and cover sports all over the world. I hope this is a beginning of a new chapter and not the end of the journey. viii TABLE OF CONTENTS Chapter One: Introduction .................................................................................................. 1 Purpose ............................................................................................................................ 4 Research Question .......................................................................................................... 4 Significance..................................................................................................................... 5 Delimitations and Limitations ......................................................................................... 6 Subjectivity Statement and Positionality ........................................................................ 7 Organization of the Dissertation ................................................................................... 11 Chapter Two: Literature Review ...................................................................................... 14 Israel’s Public Diplomacy ............................................................................................. 14 Brand Israel ................................................................................................................... 20 Framing Israel ............................................................................................................... 22 Israel’s Collective Identity ............................................................................................ 24 Study Context................................................................................................................ 29 Sports Organizations and the State of Israel ................................................................. 49 Theoretical Framework ................................................................................................. 58 Comparing Nation Branding, Public Diplomacy, and National Identity
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