THE FIFA WORLD CUP (2022) AS AN IMAGE CONSOLIDATION STRATEGY: THE CONTRADICTORY CASE OF QATAR

This paper aimed to perform an analysis of the choice of Qatar to host the FIFA World Cup in 2022 and its strategy of self-promotion through this event. As a result of hosting the world's premier soccer tournament, Qatar has envisioned its consolidation as an important nation on a global level. However, it is clear that, unlike the wishes of the Qatari government, other images have become notorious to the world, especially cases of human rights violations of workers in the preparation works for the World Cup. Thus, throughout this article we present some of these episodes, emphasizing the contradictory scenario that had been exposed, thus, it was found that there was an inversion in the diffusion of the image intended by the country, which is composed primarily by social problems.