FIFA World Cup fuels U.S. citizen diplomacy through social media

Influencers covering the FIFA World Cup are turning the tournament into a digital showcase for the United States. By sharing match highlights, fan celebrations and local experiences on platforms such as TikTok and Instagram, they introduce soccer to U.S. audiences and amplify the event for global viewers.

Visiting fans from Japan, Scotland, Germany and other countries are posting videos of American hospitality – from Texas barbecues to Buc‑ee’s pit stops – that contrast with negative stereotypes of U.S. division. Sociology professor Deana Rohlinger of Florida State University describes this as "citizen diplomacy," where ordinary travelers act as informal ambassadors, generating goodwill that governments cannot easily produce. The flood of positive content is reshaping international perceptions of America and offering a more nuanced picture of everyday life.