Between Diplomacy and Sportswashing: How the Media Frame Esports’ Soft Power

Abstract

Recent theorising in esports suggests it serves as a viable strategy for building soft power and achieving diplomatic outcomes, but concerns about sportswashing have also emerged in the news media. In this context, the current study examines how the media frame esports’ soft power potential and how framing varies across countries. First, a qualitative framing analysis of newspaper articles identified dominant frames; then a quantitative content analysis examined the differences in framing. The findings suggest that in China, Saudi Arabia, South Korea and the USA, news media present esports as a viable form of sports entertainment with significant cultural and economic impact. In China, Saudi Arabia and South Korea, esports is often portrayed as a major sport, with government bodies and industry stakeholders collaborating to foster cross-cultural exchanges. By contrast, US coverage rarely frames esports as a government-led initiative. Instead, it tends to highlight uncertainties in the esports ecosystem, such as investment risks, potential sportswashing and government influence over esports management, compared with coverage in China, Saudi Arabia or South Korea. These results contribute to our understanding of how esports’ soft power is constructed and perceived.