The Qatar World Cup and Twitter sentiment: Unraveling the interplay of soft power, public opinion, and media scrutiny

Abstract

This research examines public opinion on Twitter during the 2022 FIFA World Cup in Qatar, focusing on the interplay between sport, communication, and soft power. It sheds light on the online discourse surrounding a global sporting event by analyzing tweet frequency, sentiment changes, prevalent topics, and the most popular tweets surrounding controversial events. Political discussions surrounding the World Cup initially dominated but gradually declined, shifting the focus to sporting achievements and cultural exchange. Throughout the tournament, the host country, European countries participating in the World Cup, and fans contested the narrative surrounding the event. However, the study highlights how celebrities and public figures had a more significant impact on shaping conversations about sports, cultural exchange, and sociopolitical issues. These findings deepen the understanding of the interplay between sports, politics, culture, and social issues, offering insights to researchers, practitioners, and policymakers.