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Re-Imagining the South African Nation: Case Studies of the 1995 Rugby World Cup and the 2010 FIFA World Cup Josh Tancer Giesler Bates College, [email protected]

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Re-Imagining the South African Nation: Case Studies of the 1995 Rugby World Cup and the 2010 FIFA World Cup Josh Tancer Giesler Bates College, Jgiesler@Bates.Edu Bates College SCARAB Honors Theses Capstone Projects Spring 5-2016 Re-imagining the South African Nation: Case Studies of the 1995 Rugby World Cup and the 2010 FIFA World Cup Josh Tancer Giesler Bates College, [email protected] Follow this and additional works at: http://scarab.bates.edu/honorstheses Recommended Citation Giesler, Josh Tancer, "Re-imagining the South African Nation: Case Studies of the 1995 Rugby World Cup and the 2010 FIFA World Cup" (2016). Honors Theses. 176. http://scarab.bates.edu/honorstheses/176 This Open Access is brought to you for free and open access by the Capstone Projects at SCARAB. It has been accepted for inclusion in Honors Theses by an authorized administrator of SCARAB. For more information, please contact [email protected]. Re-imagining the South African Nation: Case Studies of the 1995 Rugby World Cup and the 2010 FIFA World Cup An Honors Thesis Presented to The Faculty of the Department of Sociology Bates College In partial fulfillment of the requirements for the Degree of Bachelor of Arts By Joshua Tancer Giesler Lewiston, Maine March 28, 2016 G i e s l e r | ii Acknowledgements I would like to express sincere gratitude to Professor Francesco Duina who worked tirelessly to motivate and inspire me to complete a project that goes far beyond what I ever thought I was capable of on my own. You encouraged me to think critically about my work and challenged me to find a deeper level of analysis and consider the implications of my findings. Words cannot express my appreciation. To the Bates Sociology Department, particularly Professor Kane, Professor Rocque, Professor Taylor, and Professor Moodie, thank you for helping to shape my sociological lens and encouraging me to pursue research that aligned with my interests. I can say quite confidently, that I would not have pursued a major in sociology without your sustained enthusiasm and commitment to providing students with the tools to think critically about the world around us. Mom, Dad, Eric, and Jasper, thank you for reading countless drafts, talking through ideas, listening to me complain about theories I could not quite wrap my mind around, and encouraging me to pursue this challenge. I love you guys. Friends, particularly Ruthie and the boys of White plus Corky, thank you for talking through ideas, giving me an outlet to take my mind off of thesis, and keeping me sane throughout this process. You guys mean the world to me and I cannot wait to see what we all do next. Lastly, I would like to dedicate this thesis to my cousin Mackenzie Forrest. She was taken away from us far too soon, but she meant more to her family and friends than she could have imagined. Mac, you will stay with me forever. Keep working on that crossover and step back jumper – 33 forever. G i e s l e r | iii Table of Contents Acknowledgements ......................................................................................................................... ii Abstract .......................................................................................................................................... iv Chapter 1: Sports Mega-Events ...................................................................................................... 6 Political Uses of Sports Mega-Events ......................................................................................... 8 Economic Uses of Sports Mega-Events .................................................................................... 11 Ideological Uses of Sports Mega-Events .................................................................................. 13 Nation Branding Through Sports Mega-Events ........................................................................ 16 Chapter 2: South African Nationalism: Theories and Methods .................................................... 22 Nationalism and National Identity ............................................................................................ 22 Shifts in Nationalism ................................................................................................................. 27 Sports, Nationalism, and National Identity ............................................................................... 29 The 1995 Rugby World Cup and 2010 FIFA World Cup as Opportunity Structures ............... 30 Contextualizing the Case of South Africa ................................................................................. 31 Positioning my thesis in the existing literature ......................................................................... 33 Methods ..................................................................................................................................... 34 Chapter 3: Policy and Rhetoric of the Apartheid Era ................................................................... 40 Chapter 4: The 1995 Rugby World Cup ....................................................................................... 47 1995 Rugby World Cup: Interviews and Speeches ................................................................... 47 1995 Rugby World Cup: Newspapers ....................................................................................... 56 Chapter 5: The 2010 FIFA World Cup ......................................................................................... 67 2010 FIFA World Cup: Interviews and Speeches ..................................................................... 67 2010 FIFA World Cup: Newspapers ......................................................................................... 82 Chapter 6: Towards a New South Africa ...................................................................................... 92 References ................................................................................................................................... 101 G i e s l e r | iv Abstract This thesis explores how South Africa, as host of the 1995 Rugby World Cup and 2010 FIFA World Cup, leveraged the events to re-imagine itself to both a national and international audience. Current research considers the relationship between nationalism, national identity, nation branding, and the contribution of sports mega-events to non-sporting objectives. However, it does not address how hosting sports mega-events can accelerate a fundamental shift in nationalism and national identity within a country undergoing democratization. Through incorporating existing literature on sports mega-events and theories of nationalism and national identity, this thesis finds that sports mega-events can be employed to devise new national narratives, underscoring the intersection between the international community, sports mega- events, and host nations. The selection of South Africa as host for these seminal events suggests an affirmation by international governing bodies that the ‘Rainbow Nation’ is being accepted as a modern, global player, poised to leverage the platform afforded by the events to re-imagine the country’s sense of nation. G i e s l e r | v “Sport has the power to change the world. It has the power to inspire. It has the power to unite people in a way that little else can. Sport can awaken hope where there was previously only despair.” – Nelson Mandela G i e s l e r | 6 Chapter 1: Sports Mega-Events As a social institution, sports are a microcosm of their surroundings. They are affected by the social conditions of a country, serving as a lens through which a nation can be viewed. Our perceptions of sports and teams are easily influenced by the political, economic, or social context in which they exist. This ensures that national teams can be positioned as representative of a given country – imbued with the ideals of the nation – competing on an international stage for a shot at glory and an opportunity to engage in soft diplomacy. In the case of South Africa, where sports have long been an integral part of its culture, it is clear that elites have envisioned sport as one platform to achieve its nation building objectives concerning a transition from apartheid to democracy. To this point, Van Der Merwe (2007) suggests, South African state elites have rather ingeniously, although sometimes with unintended consequences, looked to sport and sports mega-events to unite a divided society and provide a focus for national identity, and in particular, to pursue the much vaunted national agenda of national reconciliation – a related goal being the consolidation of South Africa’s young democracy and the realization of human rights for all citizens (69). This thesis explores how, as host of the 1995 Rugby World Cup and the 2010 FIFA World Cup, South African elites and newspapers leveraged the platform of these events to propose and articulate rapid and dramatic shifts in nationalism and national identity. Studies have shown that sports mega-events possess great potential to contribute to nation building and branding, but there is more at stake. Integrating research on nation branding, sports mega-events, nationalism, and national identity, my thesis proposes that South Africa’s use of sports mega- events has helped shape the country’s sense of nation. The focus will be on South African stakeholders who envisioned these seminal events as platforms through which to promote their visions for a unified and democratic nation in which all South Africans would be fundamentally G i e s l e r | 7 equal in all realms of their lives. Through this I will consider how countries can transform and re-imagine themselves before national
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