UPAYA NATION BRANDING AZERBAIJAN MELALUI FORMULA 1 AZERBAIJAN GRAND PRIX DI TENGAH KONFLIK NAGORNO-KARABAKH (2016–2023)

Fadia Salsabila Zain, . (2026) UPAYA NATION BRANDING AZERBAIJAN MELALUI FORMULA 1 AZERBAIJAN GRAND PRIX DI TENGAH KONFLIK NAGORNO-KARABAKH (2016–2023). Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

Azerbaijan faced significant reputational pressure due to the escalation of the Nagorno-Karabakh conflict throughout the 2016–2023 period. This study aims to analyze the utilization of the Azerbaijan Grand Prix as a nation branding instrument, which was consistently hosted during that timeframe. The study employs a descriptive-analytical qualitative approach, collecting data through document and literature studies. The analysis is conducted using Simon Anholt’s Nation Brand Hexagon framework, focusing on four dimensions deemed most relevant to the characteristics of Formula 1 as a mega-sporting event: Tourism, Investment and Immigration, Culture and Heritage, and Governance. The concept of sportswashing is utilized as a supporting critical perspective to understand various criticisms directed toward this strategy. The findings reveal that Formula 1 was actively and strategically leveraged as a global communication platform to project Azerbaijan’s identity, attractiveness, and capabilities across the four analyzed nation branding dimensions. However, these efforts operated alongside counter-narratives stemming from the Nagorno-Karabakh conflict and human rights issues, including critiques viewing the hosting of Formula 1 as a form of sportswashing. This study concludes that the ongoing conflict did not deter Azerbaijan from utilizing Formula 1 as a nation branding instrument, but rather served as a key factor influencing how these narratives were received and interpreted by the global public.

Item Type: Thesis (Skripsi)
Additional Information: [No. Panggil: 2210412196] [Pembimbing: Mansur] [Penguji 1: Asep Kamaluddin Nashir] [Penguji 2: Nurfarah Nidatya]
Uncontrolled Keywords: Nation Branding, Formula 1, Azerbaijan, Nagorno-Karabakh, Nation Brand Hexagon
Subjects: J Political Science > JZ International relations
Divisions: Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Hubungan Internasional (S1)
Depositing User: FADIA SALSABILA ZAIN
Date Deposited: 08 Sep 2026 01:23
Last Modified: 08 Sep 2026 06:55
URI: http://repository.upnvj.ac.id/id/eprint/53475

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