Taken overall, the medium and long-term reputational and economic impact of previous Olympics has frequently been overstated for host nations. However, in the midst of its current troubles, Brazil now has a significant opportunity to use the world’s largest sport event for a positive brand makeover that could produce a lasting legacy for the country.

"I believe in sports as a true means of bringing countries and peoples closer. This is one of the most important segments of people-to-people diplomacy," he said. "You influence countries not by invading your neighbors but because of your soap operas, songs, sports and culture. This is what people now call soft power. This is as important as military power and much more lasting."

Italy is on show at the Olympics and Paralympics in Rio de Janeiro with two important exhibitions and exclusive coverage of the games by state broadcaster RAI. [...]  "We are faced with the double challenge transmitting the importance of representing ourselves to our country and communicating the culture of the Country system. It is essential that the public service broadcaster speaks to those who are interested in Italy," 

In an earlier post, I speculated that preventing a Zika virus epidemic would rally transnational diaspora organizations. Since then, concern has grown among U.S.- and Canadian-based diasporans, especially those with roots in Brazil, Puerto Rico, the Dominican Republic, Haiti, and other Latin American countries. Caribbean American and global media are featuring stories and public service announcements on the outbreak, but so far, I have observed no major non-governmental diasporan response.

Mobilização Nacional da Educação Zika Zero

Taking advantage of partnerships to stop the spread of Zika.

Most countries in the Americas still approach global and regional geopolitics through the realist prism, underpinned by a Westphalian view of international relations. It’s therefore no surprise that the great majority of Latin American foreign ministries do not consider that the ability to attract, coax, and persuade stems from soft power. Given this, brand or mission statement will not alter fundamental geopolitical or diplomatic circumstances. 

Amb. Arturo Sarukhan on Latin America and soft power.

The organization aims to share the Brazilian culture with the St. Louis area and emphasizes arts and education, such as sponsoring classes in Portuguese, the official language of Brazil. She said there are an estimated 4,000 people from Brazil in the St. Louis area.