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Looking Green Ville Titoff Looking Green Visual Environmental Framing of FIFA – The Context of the Football World Cup 2014 in Brazil University of Tampere School for Social Sciences and Humanities MDP in Peace, Mediation and Conflict Research (history) Master’s Thesis February 2017 Abstract The environment has been studied to have a central role in positively peaceful and sustainable development. Thus, it is important to learn more about the alternative contexts where different actors are shaping the global environmental governance process. My research is mapping these alternative contexts and actors by examining how the global corporation family of the world football federation, FIFA, participated in the environmental framing process in the context of the biggest and the most global popular sports event of the world, the football World Cup. More precisely, the context is the latest World Cup-project in Brazil, between years 2007–2014. As the visual material is a very powerful tool in different framing processes, the focus in this research has been on the visual publications of FIFA. To be more precise, I have analyzed the environment-related photographs published by FIFA in their official website, fifa.com. These photographs have been analyzed with the methods of social semiotics, and by using the contemporary historical approach with a careful source critique and deep understanding of the time period and locational context. Content analysis helped to categorize my findings. I discovered that the visual image of the environmental sustainability campaign of FIFA was not as environmentally responsible as it looks at a first glance. It seems that FIFA selected environmental topics that were easy to make look good, and which were able to receive a lot of media attention. This makes sense from a neo-liberal, business-oriented perspective, but if the football federation wants to participate in a positively peaceful environmental development, it should not only be focusing on topics that are easy to make look good in the most visible scenes of the World Cup. Environment should be gaining more from the popularity of the World Cup, and not vice-versa. Generally, this means that the value of popular sports in relation to the environmental development would also be recognized more seriously on the academic level. It would mean that the mega-level sports events, which receive a huge international attention, are thought more as scenes for the global environmental governance. In these scenes corporations and organizations are competing to get their share of the massive international publicity and thus, their share of the possibility to affect the current structures of the global governance. Keywords: Visual, framing, environment, FIFA, sports, corporations, structural violence, glocalization, positive peace, contemporary history Table of Contents Introduction ................................................................................................................................... 1 Background .............................................................................................................................................. 1 Research Questions ................................................................................................................................. 2 Connections to Previous Research ........................................................................................................... 4 Sources and the Approach ....................................................................................................................... 6 1. The Approach ............................................................................................................................. 8 1.1 Contemporary History and Visual Material ......................................................................................... 8 1.2 Environmental Politics and Peace and Conflict Research....................................................................12 1.3 Politicized Environment and the Power of Corporate Visual Media Communications.........................17 1.4 Why Football and FIFA World Cup™? .................................................................................................26 1.4.1 “Footballization”, Media and Power ...........................................................................................26 1.4.2 Football Mega-Events and the Environment ...............................................................................30 2. The Glocal Environmental Context and the Selected Material ................................................. 32 2.1 The Global Environmental Political Context – the UN Agenda ............................................................32 2.2 The Environmental Context of Brazil..................................................................................................33 2.3 FIFA, the World Cup in Brazil and Environment..................................................................................34 2.4 The Selected Material .......................................................................................................................36 3. FIFA Defining the Environment ................................................................................................. 40 3.1 Urban Environment ...........................................................................................................................40 3.2 Non-urban Environment: Amazonia in the Spotlight ..........................................................................45 4. People and the Environmental Campaign of FIFA .................................................................... 49 4.1 `The Civilians´ ....................................................................................................................................49 4.2 `The Men of FIFA´ ..............................................................................................................................55 5. The World Cup Stadiums as Environmental Nexus Places – Maracanã as the Ultimate `Flagship´ ...................................................................................................................................... 62 6. Looking Good, or too Good? – The Visual Silence of FIFA......................................................... 70 7. Conclusions ............................................................................................................................... 76 Appendix ...................................................................................................................................... 86 Sources ......................................................................................................................................... 90 “In football, the worst blindness is only seeing the ball.” - Nelson Falcão Rodrigues (1912–1980: Brazilian playwright, journalist, and novelist) Introduction Background The importance of environmental aspects is nowadays acknowledged in peace and conflict research. Since there is a continuous discussion about the environment on the high political level1, the environmental dimension should be even more present on the academic level, too. From my perspective, this requires deeper and broader understanding of the global environmental governance structures and different contexts and levels, where this complex environmental dimension can be seen. High-level political actors and environmental organizations are the most visible participants in environmental discussions. However, the global climate change, sustainability, and the use of natural resources are things, which should also be recognized more seriously in other stages of society. My research will offer space for the perspective of global corporate-organizational level, located in the context of global popular sports. Immediately after the previous declaration, it is important to mention that the popular sports is not happening in a `vacuum´. Sports is closely connected to the other dimensions of the society; economics, politics, culture and the everyday life of people. It is a recent phenomenon that sports events are also connected with sustainable environmental politics. Moreover, this phenomenon receives a lot of media publicity. For example, there has been discussions in media about the environmental aspects in the Rio Olympic Games.2 The Beijing World Championships in Athletics in the summer of 2015 also raised concerns in media about the pollution levels in China. 3 What is especially important for this thesis, in addition to the journalistic attention, is that the organizers of 1 By the time writing this introduction, maybe the best example is the United Nations 2015 –summit, which will have climate change, environment and sustainable development as its main focus. 2 See for example: http://www.theguardian.com/sustainable-business/2015/may/04/brazil-drought-2016-olympic- games-rio-de-janiero-rio-20-climate-change (Visited 29.9.2015). 3 http://www.express.co.uk/sport/othersport/599223/British-athletes-Farah-Ennis-Hill-pollution-packs-cope-with- Beijing-smog (Visited 29.9.2015) 1 international mega-sports events are publishing their own environment-related news and reports4. Previous research has already found this linkage between the environment and media publicity important: “Environmental conflicts and debates over the past decade have been key sites for struggles to achieve visibility in the media. Growth in networked digital communications technology innovation
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