Fiji, rugby and the geopolitics of soft power. Shaping national and international identity

Abstract

In this century, sport has steadily become a more visible and marketable part of everyday life and of global political significance. States have consequently used sport as a means of soft power in order to develop a positive international presence and, usually to a lesser extent, affirm national identity. Sport diplomacy is usually associated with mega‐events and large states, but Fiji has used its prowess in rugby, and its Sevens victory in the 2016 Olympic Games, to promote itself globally, strengthen its national image and support government claims to legitimacy. The government emphasised Fijian values to construct a banal nationalism, in the face of ethnic divisions, and external concerns over repression of civil society. At least ephemerally, Fiji acquired new international recognition, and the government gained national legitimacy, indicating the expanding role of sport in geopolitics.