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A Critique of the 2014 FIFA World Cup in Mato Grosso

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A Critique of the 2014 FIFA World Cup in Mato Grosso Elites and carbon offsetting in Brazil: A critique of the 2014 FIFA World Cup in Mato Grosso Lauren A H Crabb A thesis submitted for the degree of Doctor of Philosophy Essex Business School University of Essex October 2016 1 Acknowledgements This PhD would not have been possible without the love and support of a number of people, this really has been a team effort. My success in the field was totally reliant on the people I encountered. An enormous debt of gratitude is owed to Robson de Brito and Lunira Arruda de Sequiera who let a stranger in and made my research possible. To Dr Dora Matello and Patrycia who were such great hosts for my initial days in Cuiabá and Dr Carla Valentini and her family, who never left my side through the whole process. To Chacho who always made me laugh, I will miss our journeys on your yellow boat and Dinho, Tata, Luiz Henrique, Nathalia, Ana and Aline, my cultural mentors. This list is not exhaustive but to all the workers and guests who were at the Pousada Itaicy, I could never express how important your patience and enthusiasm for my work was in this process. Obrigada. My family have been influential throughout my whole life, and I have only achieved this because of them. First, to my Grandparents: Len and Shirley Crabb and Tom and Maureen Topley. Nan and Grandad Crabb taught me the love of adventures and journeys but to always to do it with a smile on my face and a drink in my hand. Nan and Grandad Tops taught me the importance of fighting for what you believe in whilst never leaving anyone behind. I stand on the shoulders of giants. Second, to my parents Lee Crabb and Lisa Turnbull who gave everything to allow me to achieve. Mum and Frank have emotionally never left my side, going through the rollercoaster of this process with me. I am truly thankful and sorry for all the Friday night pub rants. Dad and Nina have been the greatest encouragement, from one plan to the next, never failing to support me and always there when I needed an exercise partner. You are my heroes. To my brothers Ross and Conor, there are no words. To both sets of Aunties and Uncles: Dave and Lisa, Paul and Julie, you have all been a constant supply of love and patience throughout my life, thank you and I love you. To all my friends new and old, Nips, the oldest of them all, who would have thought we would get here? Pilgrim for always keeping tabs, to Geordie, Dory and Princess we’ve come a long way and I hope we can continue to share our successes. To my friends and colleagues at Stansted Airport, especially the ‘A team’ you made all the difference and Kelly, long may you continue to live your dream. To all my colleagues at Essex Business School who have been a constant source of support, a special thanks to Ruth Melville for you have helped me more than you could ever imagine, and to Takami Hikokubo who inspires me every day. Dr Ceri Watkins, Prof Melissa Tyler and Dr Ruth Windscheffel who never failed to be there when I needed them, thank you. To the man who inspired my love of Geography and started me on this journey, Mr Oettle, I hope this makes you proud. Finally, to my supervisors Prof Steffen BÖhm and Dr Jane Hindley who never gave up on me. 2 Abstract Major sporting competitions, such as the Football World Cup and the Olympic Games have become global events. For the organisers of such events, they are much more than a short-term competition, they present the opportunity to ‘re-imagineer’ nations and cities. Scholars have discussed the commercialisation and financial opportunities of such sporting events, and their links to neoliberalism. But recent official claims about the social benefits and carbon neutrality have received much less attention. This thesis addresses this under-researched area. It documents and analyses the social and environmental claims made in the context of the 2014 FIFA World Cup in Brazil, and explores how these played out in the rural state of Mato Grosso. This study is primarily based on documentary research and ethnographic fieldwork carried out in Mato Grosso. It is informed by a critical management studies perspective and draws specifically on a neo- Gramscian approach to environmental governance. This enabled me to go behind the environmental discourse in Mato Grosso and understand the realities on the ground. The findings illustrate how regional elites co-opted environmental governance mechanisms and appropriated the socio-economic benefits of the FIFA World Cup. I focus particularly on a carbon offsetting project which was supposed to plant 1. 4 million trees along the Cuiabá River in order offset the CO emissions generated by the construction of the new Pantanal football Stadium. As I show, this project was organised by an NGO manufactured by Mato Grosso based agro-industrial elites, who used it as a vehicle to further their interests at the expense of local subsistence fishing communities and the environment. Keywords: Elites, carbon-offsetting, environmental governance 3 Contents -Chapter I - ............................................................................................................................................ 11 Introduction ......................................................................................................................................... 11 1.1: Sports mega-events as neoliberal vehicles ............................................................................. 12 1.2: Brazilian environmental policy, neoliberalism and ecological modernisation ................... 15 1.3: Challenging ecological modernisation .................................................................................... 17 1.4: Situating elites in Mato Grosso ................................................................................................ 19 1.5: Aims of the thesis ..................................................................................................................... 20 1.6: Thesis contributions ................................................................................................................ 21 1.7: Thesis structure ........................................................................................................................ 25 -Chapter II – ........................................................................................................................................... 29 Literature review ................................................................................................................................... 29 2.1: Sports mega-events as reflecting the neoliberal ideal ........................................................... 30 2.2: Carbon offsetting ...................................................................................................................... 39 2.3: NGOs .......................................................................................................................................... 45 2.4: Post-neoliberalism in Brazil .................................................................................................... 48 2.5: Neo-Gramscian approach to environmental governance ..................................................... 52 2.6: Scalar theory ............................................................................................................................. 54 2.7: Conclusion ................................................................................................................................. 57 -Chapter III - .......................................................................................................................................... 59 Methods and fieldwork ......................................................................................................................... 59 3.1: Preliminary Documentary Research and Selecting the Case ................................................ 61 3.2: Fieldwork .................................................................................................................................. 64 3.3: Data Collection Methods .......................................................................................................... 67 3.4: Data analysis and Triangulation .............................................................................................. 78 3.5: Ethics and challenges ............................................................................................................... 83 3.6: Conclusions ............................................................................................................................... 85 -Chapter IV - .......................................................................................................................................... 87 Environmental and social benefit claims at the 2014 FIFA World Cup ................................................. 87 4.1: Sustainability claims of the 2014 FIFA World Cup: Defending the environment and empowering youth in underprivileged communities ................................................................... 88 4.2: Directive Four ............................................................................................................................. 94 4 4.3: Directive Five ............................................................................................................................ 101 4.4: Conclusion ................................................................................................................................ 110 -Chapter
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