Beyond the Goalposts: Decoding Qatar’s Soft Power Puzzle and Its Paradox

Qatar has utilized soft power to amplify its global influence through cultural diplomacy, media, and sports. Al-Jazeera and events like the 2022 FIFA World Cup have positioned Qatar as a modern, forward-thinking state despite controversies over labor rights, LGBTQ+ policies, and alleged ties to extremist groups. These contradictions challenge its soft power credibility, as efforts to project modernity often clash with conservative domestic policies. By critically examining Qatar’s strategies through Joseph Nye’s soft power framework, this study highlights the paradoxes inherent in its approach and explores the limits of cultural and sports diplomacy in achieving sustainable influence.