The state, the stage and the strategy: A comparative case study of Azerbaijan and Israel's usages of the Eurovision Song Contest for soft power
Author
Tiernan, Oisín
Term
4. term
Publication year
2026
Submitted on
2026-05-27
Pages
67
Abstract
This thesis explores how countries use the Eurovision Song Contest for soft power and nation branding—meaning efforts to attract goodwill and support without coercion, and to promote a desired national image abroad. It focuses on host countries facing human rights issues and geopolitical conflict, using two cases: Azerbaijan in 2012 and Israel in 2019. The study uses a two-part approach. First, it critically analyzes the official broadcasts to see what image the hosts tried to project on the world stage. Second, it examines news coverage of the contest—drawing on articles from the ProQuest database—looking for themes of success and failure to assess how well the nation-branding efforts worked. Findings show distinct challenges for countries with conflicts and human rights concerns. Media coverage of both hostings contained substantial negative elements that outweighed potential soft power gains. Azerbaijan achieved some success in presenting itself as modern, yet coverage repeatedly highlighted human rights, press freedom, and involvement in Nagorno-Karabakh. Israel’s hosting was heavily framed by its treatment of Palestinians and its ongoing conflict. Some outlets even described the event as propaganda or as whitewashing. The thesis concludes that Eurovision acts like a spotlight: it can showcase what a country wants the world to see, but it also illuminates that country’s problems. As a result, it cannot be relied upon as a straightforward soft power tool for states facing such challenges.
Denne afhandling undersøger, hvordan lande bruger Eurovision Song Contest til blød magt og nationsbranding – det vil sige at tiltrække sympati og opbakning uden brug af tvang og at fremme et ønsket billede af landet i udlandet. Fokus er særligt på værtslande med menneskerettighedsproblemer og involvering i geopolitiske konflikter. To værtskaber, Aserbajdsjan i 2012 og Israel i 2019, fungerer som cases. Undersøgelsen er todelt. For det første analyseres tv-udsendelserne kritisk for at se, hvilket billede værtslandene forsøgte at fremhæve på den internationale scene. For det andet analyseres mediedækningen af konkurrencen – baseret på nyhedsartikler fra ProQuest-databasen – med fokus på temaer for succes og fiasko, for at vurdere, i hvilken grad nationsbrandingen lykkedes. Resultaterne viser, at der opstår særlige vanskeligheder for lande med konflikter og menneskerettighedsproblemer. Mediedækningen indeholdt markante negative elementer for begge værtslande, i et omfang der opvejede mulige gevinster i blød magt. Aserbajdsjan lykkedes i nogen grad med at fremstå moderne, men omtalen fokuserede samtidig på menneskerettigheder, pressefrihed og involvering i Nagorno-Karabakh. Israels værtskab blev i høj grad rammesat af landets behandling af palæstinensere og den vedvarende konflikt. Flere medier beskrev ligefrem arrangementet som propaganda eller som en form for whitewashing. Afhandlingen konkluderer, at Eurovision fungerer som et slags spotlight: Det kan fremhæve det billede, et land ønsker at vise, men kaster samtidig lys på landets problemer. Derfor kan konkurrencen ikke uden videre bruges som et enkeltstående redskab til at opbygge blød magt for lande med udfordringer på dette område.
[This apstract has been rewritten with the help of AI based on the project's original abstract]
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