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How to Prevent Verbal Violence in Football Stadiums

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How to Prevent Verbal Violence in Football Stadiums 2018 Carlos André HOW TO PREVENT VERBAL VIOLENCE GABRIEL DO PINHAL IN FOOTBALL STADIUMS: CREATION OF A SOCIAL MARKETING PLAN FOR SPORTING CLUBE DE PORTUGAL i ii 2018 Carlos André HOW TO PREVENT VERBAL VIOLENCE IN GABRIEL DO PINHAL FOOTBALL STADIUMS: CREATION OF A SOCIAL MARKETING PLAN FOR SPORTING CLUBE DE PORTUGAL Projeto apresentado ao IADE – Universidade Europeia, para cumprimento dos requisitos necessários à obtenção do grau de Mestre em DESIGN E PUBLICIDADE realizada sob a orientação científica do Doutor Fernando Ampudia De Haro, Professor Auxiliar da Universidade Europeia. iii iv Acknowledgements The realization of this project was possible thanks to the help of several people to whom I would like to express my gratitude. First of all, I would like to express my gratitude to the supervisor of this project, Professor Dr. Fernando Ampudia de Haro for his academic guidance, his patience, his availability and especially his wise advice, which contributed to the implementation of this project. I also wish to thank Professor Carla Cook for being so kind to review the grammatical structure of this project. I would like to express my gratitude to Professor Dr. Maria do Carmo Leal and all the other participants who, directly or indirectly, have brought me their moral and intellectual support throughout the creation process. Finally, I wish to express my gratitude to my parents and sister for their trust and invaluable support. v vi Palavras-chave Violência no futebol; Marketing Social; Sporting Clube de Portugal Resumo Hoje em dia, o futebol desempenha um papel vital na nossa sociedade, pois é o desporto mais praticado e consumido no mundo. Este desporto tem a particularidade de criar laços emocionais entre o desporto em si e seus adeptos. No entanto, ao longo dos anos, essa conexão emocional entre o futebol e seus adeptos tem sido um grande problema, a violência, especialmente o abuso verbal. Com este trabalho, procuramos entender quais são os motivos da violência no futebol, qual o impacto e quais as iniciativas para combatê-lo. Após estudar alguns tópicos relacionados à violência verbal no futebol, este trabalho enfocará o aspecto do marketing social e da responsabilidade social corporativa das instituições e clubes de futebol, a fim de nos fornecer uma certa tipologia sobre como prevenir a violência verbal nos estádios de futebol. O objectivo deste trabalho será criar um plano de marketing social para o Sporting Clube de Portugal, para prevenir abusos verbais no estádio do clube. vii viii Keywords Violence in football; Social Marketing; Sporting Clube de Portugal Abstract Nowadays, football plays a vital role in our society as it is the most practiced and consumed sport in the world. This sport has the particularity of creating emotional links between the sport itself and its supporters. However, over the years this emotional connection between football and its supporters has been a major problem, violence, especially verbal abuse. With this work, we seek to understand what are the reasons for violence in football, what is the impact and what are the initiatives to fight against it. After studying some topics related to verbal violence in football, this work will focus on the aspect of social marketing and the corporate social responsibility of football institutions and clubs in order to give us a certain typology on how to prevent verbal violence in football stadiums. The purpose of this work will be to create a social marketing plan for the Sporting Clube de Portugal to prevent verbal abuse in the club stadium. ix x Table of contents CHAPTER I: INTRODUCTION .......................................................................................................... 6 1. Introduction ...................................................................................................................... 6 2. Research objectives and relevance ................................................................................... 7 3. Structure and Organization ............................................................................................... 9 CHAPTER II: THEORETICAL FRAMEWORK .................................................................................... 11 1. THE ROLE OF FOOTBALL IN OUR SOCIETY ....................................................................... 11 1.1. Football, the most popular sport in the world ......................................................... 11 1.2. Football in Portugal ................................................................................................. 11 1.3. Supporters groups and ultras in Football ..................................................................... 12 1.3. Different types of supporters ................................................................................... 13 1.4. Violence in Football ................................................................................................. 15 2. SOCIAL MARKETING ........................................................................................................ 20 2.1. What is Social Marketing?....................................................................................... 20 2.2. Types of social marketing ........................................................................................ 21 2.3. The 4 P's of social marketing ................................................................................... 21 2.4. A persuasive strategy .............................................................................................. 24 2.5. The classic model of persuasion .............................................................................. 26 2.6. Strategy Plan in Social Marketing ........................................................................... 28 3. CORPORATIVE SOCIAL RESPONSIBILITY IN FOOTBALL .................................................... 31 3.1. The Concept of “Corporate Social Responsibility” in football business ................... 31 3.2. Implementation of CSR strategies trough football .................................................. 32 3.3. Typology of initiatives against verbal violence in football ...................................... 40 CHAPTER III: METHODOLOGY OF INVESTIGATION ...................................................................... 45 1. RESEARCH OBJECTIVES .................................................................................................... 45 2. METHODOLOGICAL RESEARCH STRATEGY ...................................................................... 46 2.1. Documentary Research ........................................................................................... 46 2.2. Communication campaigns against violence in football ......................................... 47 2.3. Qualitative Research ............................................................................................... 47 2.4. Characterization of the sample ............................................................................... 49 2.5. Data processing ....................................................................................................... 50 3. DOCUMENTARY ANALYSIS .............................................................................................. 53 3.1. Supporters’ chants in Portuguese football: The case of Sporting Clube de Portugal. 53 1 3.1.1. Chants against other players or teams............................................................ 53 3.1.2. Songs of affirmation and cohesion to the club by demarcation of other teams or institutions .................................................................................................................. 57 4. Analysis of communication campaigns against violence in football ............................... 59 5. QUALITATIVE DATA ANALYSIS ......................................................................................... 68 CHAPTER IV: SOCIAL MARKETING PLAN -Sporting Clube de Portugal ....................................... 75 1. MARKETING RESEARCH ................................................................................................... 75 1.1. Background and situation analysis.......................................................................... 75 1.2. S.W.O.T .................................................................................................................... 78 2. SOCIAL MARKETING STRATEGY ....................................................................................... 79 2.1. Segmentation .......................................................................................................... 79 2.2. Target ...................................................................................................................... 80 2.3. Positioning Statement ............................................................................................. 80 3. MARKETING MIX ............................................................................................................. 81 3.1. P-Product: ................................................................................................................ 81 3.2. P-Price:..................................................................................................................... 81 3.3. P-Place: .................................................................................................................... 82 3.4. Promotion (Communication): .................................................................................. 83 3.4.1. Communication
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