A New Approach to Sport Public Diplomacy through National Role Conceptions in Governance Networks: A Case Study of the 2018 PyeongChang Winter Olympics

Given the lack of empirical research on the links between public diplomacy (PD) and sporting events, this study aimed to conceptualize, as an analytical framework, a model of National Role Conceptions (NRC) for Sport Public Diplomacy (Sport PD) in network governance. Considering the PyeongChang Winter Olympics as a case study, this paper reveals four distinct articulations of Sport PD: (1) convertibility of soft power sources to governmental behavior; (2) a cohesive national identity with cultural prestige and national appeal; (3) mechanisms of global sport governance; (4) national roles, not necessarily confined to national identity, undertaken according to diplomatic purposes, as shown in the specific case of South Korea. These purposes included Motivator for global peace, Signifier of pan-Koreanism, and Rule-Changer of geopolitical power structure, according to their respective points in time (before, during, and after the Olympics). In addition, this paper reveals the limitations of Sport PD and concludes with some recommendations on inter-Korean relations.