運動作為國家品牌建構與公共外交的工具已有悠久的歷史，而「運動洗白」（sportswashing）一詞則是在2015年被提出，專指透過運動來改善負面公共形象的行為。以沙烏地阿拉伯為例，其大規模運動投資行為屢次因人權問題遭質疑為運動洗白，而2034年FIFA男子足球世界盃將是目前為止規模最大的投資項目。此議題上既有的研究多半聚焦於國家層次的分析視角，但是運動洗白真的只是一國之事嗎？如果不是，那不同的行為者之間又是如何互動的？本研究主張，運動洗白不應僅被視為一種由國家單方面主導的行為，而應理解為一種涉及執行者、外部監督者、以及工具提供者之間的多方互動關係。本文以2034年FIFA世界盃申辦過程之媒體再現為例，透過兩階段的混合途徑主題分析以及質性的批判性論述分析，試圖捕捉運動洗白的概念如何被建構、有哪些行為者涉入這個概念的形成，以及不同的行為者在此論述場域中的行動策略與權力關係。在研究設計上，本文首先透過質性主題分析建立編碼簿，再進一步借助大型語言模型輔助，對228篇跨國英語新聞樣本進行主題編碼；第二階段，本文運用邏輯迴歸等量化分析方法，針對主題分析結果提供初步的統計洞見；最後，本研究亦透過質性的批判性論述分析作為輔助，深入檢視原始的新聞文本以理解不同行動者之間的敘事策略差異以及權力關係。研究結果顯示，第一，來自威權體制與民主體制的英語媒體在運動洗白議題上呈現出明顯不同的敘事方式，而媒體所有權結構與政治立場亦有所影響，具有公共媒體、中間立場性質的新聞機構是「運動洗白」一詞的主要使用者。第二，媒體等外部指控者，以及運動治理機構等工具提供者，皆是運動洗白概念建構中不可或缺的角色，然而這點並未如實反映在其主流定義中。第三，無論是指控者或被指控者，皆各自針對運動投資行為的正當性攻防發展出不同的敘事策略。本文指出，這些策略的背後涉及東方主義、話語霸權，以及文化聲望體系中核心－邊陲的資本流動與共生關係等多層次考量。

The use of sport as a tool for nation branding and public diplomacy has a long history. The term sportswashing, however, was coined in 2015 to specifically describe efforts to improve a negative public image through sport. The concept generally refers to states’ use of sport to divert attention from particular issues or to enhance their national image. Saudi Arabia, for example, has been accused of sportswashing in relation to its large-scale investments in sport and human rights record, while holding the 2034 FIFA Men’s World Cup as the largest spending to date. So far, while existing scholarship on this issue has largely adopted a state-centric analytical perspective, is sportswashing only a matter of individual states? If not, how do different actors interact in the process? This study argues that sportswashing should not be understood solely as a unilateral, state-driven practice, but rather as a multi-actor process involving implementers, external accuser, and providers of sporting platforms and resources. By taking case study of media representations of the 2034 FIFA World Cup bidding process, this paper employs thematic analysis and critical discourse analysis CDA) to examine how the concept of sportswashing is constructed, which actors are involved, and how distinct strategies and power relations exists in this discursive field. In terms of research design, the study first develops a codebook through thematic analysis and subsequently applies large language model-assisted topic labeling to the 228 samples. Second, logistic regression and other quantitative methods are applied to grab preliminary insights. Finally, CDA is conducted to closely examine the original news texts, allowing for a deeper understanding of narrative strategies and power relations among actors. The findings reveal, first, that English-language media operating within authoritarian and democratic regimes exhibit different narrative patterns in their coverage of sportswashing, and that media ownership and political stances also play a role, as public and politically centrist news organizations emerge as the primary users of the term sportswashing. Second, external accusers as well as providers of sporting, are indispensable actors in the construction of the concept, although their roles are not adequately reflected in the major definitions. Third, both sides develop distinct narrative strategies to contest the legitimacy of sport-related investments. This paper argues that the strategies are underpinned by multiple layers of consideration, including Orientalism, discursive hegemony, and the core–periphery dynamics of capital flows and symbiotic relationships within global systems of cultural prestige.

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