In last weeks reading of Joseph Nye's " Public Diplomacy and Soft Power" and Corman, Tretheway and Goodall's " A 21st Century Model for Communications in the Global War of Ideas" we learned of soft power and the message influence model that the United States clings to. Soft power defined by Nye is " the ability to affect others to obtain the outcome one wants through attraction rather than coercion or payment"(pg2). If this definition is taken at face value then the United States has a long way to go to recover and re-live its glory days gone by, as it loses its second consecutive battle to host the FIFA 2022 World Cup to no other than Qatar.
The reasoning behind the decision was the desire to hold the game for the first time in Eastern Europea which will continue the FIFA organizations goal of expanding the sport worldwide. But where does this blow to ones pride, leave the United States? Well it seems to suggest that the United States conventions of just getting its message across in a "consistent" manner, over and over again till they agree with us, is crying out for a re-evaluation as suggested by Corman, Tretheway and Goodall. The United States can no loner rely on the soft power it gained during the cold war to bail it out now, it seems to have forgotten somewhere after the Berlin Wall fell the importance of maintaining a good image and what the meaning of a message actually constitutes.
Perhaps if the United States took up the Pragmatic Complexity Model and maybe even a few hints from its Arabic neighbors it might learn that a message is a two-way flow of information. In order to win the game whether on the field or in the political arena understanding and reacting to your teammates perception is just as important as keeping an eye on the ball.