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Of the FIFA World Cup Reaching the Goal: An Intercultural Communication Analysis of the “Social Profitability” of the FIFA World Cup Author: Michael Patrick Keebler Persistent link: http://hdl.handle.net/2345/2205 This work is posted on eScholarship@BC, Boston College University Libraries. Boston College Electronic Thesis or Dissertation, 2011 Copyright is held by the author, with all rights reserved, unless otherwise noted. Reaching the Goal: An Intercultural Communication Analysis of the “Social Profitability” of the FIFA World Cup Michael P. Keebler A Senior Honors Thesis Submitted to the Department of Communication of Boston College May 2011 ABSTRACT This thesis examines the various ways in which cultures across the world have used the game of soccer, or football, as a cultural unifier. With minimal equipment and simple rules, football is universally understood and globally popular. The uniting and inspiring power of football reaches its peak every four years during the Fédération Internationale de Football Association (FIFA) World Cup. The tournament pits 32 of the world‘s best national football teams against one another in a dramatic and wildly popular contest that declares one team the World Champion. Despite the competition on the field of play, the bidding process to win the privilege to host the FIFA World Cup is equally intense. Nations across the world vie for the chance to host one of the world‘s biggest and most prestigious sporting events, seemingly in the hopes of boosting the nation‘s economy. Scholarly research, however, claims that hosting a World Cup has a negligible, and sometimes even negative, effect on the host nation. Why, then, do nations bid so fiercely to host the World Cup? This thesis posits that the host nation is not primarily concerned with earning money, but with accruing ―social profitability‖ from hosting the tournament. The intangible benefits to hosting the World Cup include situating the nation as a world class destination for business, trade, and travel. Further, hosting the World Cup gives the host nation the chance to showcase its unique culture to the world, while fostering peace, unity, and fair play across the globe in celebration of ―the beautiful game,‖ football. TABLE OF CONTENTS CHAPTER ONE: WHY THE WORLD LOVES FOOTBALL ................................... 1 The Uniting Force of Football ........................................................................................ 1 Roadmap to the Paper .................................................................................................... 4 Discussion of Methodology ............................................................................................. 6 CHAPTER TWO: PAST SCHOLARSHIP DEALING ................................................ 8 WITH SPORT AND CULTURE ..................................................................................... 8 Sport as “Third Culture” ................................................................................................ 8 Cultural Identity Theory ............................................................................................... 10 Sport as Narrative ......................................................................................................... 11 CHAPTER THREE: CONTEMPORARY NARRATIVES ON THE THEORY .... 13 Establishing Third Culture and Football as an Exchange Ritual................................. 13 Samuel Eto’o and the “Global Game”: Using the Game for Good ............................. 15 Didier Drogba: Villain on the Pitch, Philanthropist Across the Globe ....................... 17 CHAPTER FOUR: THE HISTORY OF FIFA AND THE EVOLUTION ............... 20 OF INTERNATIONAL FOOTBALL .......................................................................... 20 FIFA: Bringing the World of Football Together .......................................................... 20 Globalizing the Beautiful Game.................................................................................... 21 The Organizational Structure of FIFA ......................................................................... 23 Tapping Football’s Global Market ............................................................................... 26 CHAPTER FIVE: TRACING THE HISTORY OF THE WORLD CUP ................ 28 The FIFA World Cup: “The People’s Passion” ........................................................... 28 World Cup Football: Big Business on a Global Scale ................................................. 31 CHAPTER SIX: THE QUESTIONBALE ECONOMICS ......................................... 35 OF HOSTING THE WORLD CUP .............................................................................. 35 “Only FIFA Wins the World Cup” ............................................................................... 35 Hosting the World Cup: Economic Gift or Curse? ....................................................... 37 CHAPTER SEVEN: THE “SOCIAL PROFITABILITY”......................................... 43 OF HOSTING THE WORLD CUP .............................................................................. 43 South Africa: The Future of the African Continent ...................................................... 43 Sport as Narrative: Telling the South African Story through the Language of Football ................................................................................ 45 Cultural Identity Theory: Adding to the World Cup’s Cultural Legacy ....................... 48 Sport as “Third Culture”: We Are All Interconnected ................................................. 51 SUGGESTIONS FOR FUTURE RESEARCH ............................................................ 54 REFERENCE LIST ........................................................................................................ 55 i To my family, especially my parents, for their continued support of my education and my undying love of sports ii Sport has the power to change the world. It has the power to unite in a way that little else does. It speaks to youth in a language they understand. Sport can create hope where once there was only despair. It is more powerful than governments in breaking down racial barriers. It laughs in the face of all types of discrimination. Nelson Mandela 1 CHAPTER ONE: WHY THE WORLD LOVES FOOTBALL The Uniting Force of Football There are few things that can capture worldwide attention quite like international football competitions, and the FIFA World Cup reigns supreme among them. Football is the world‘s game and the World Cup is indeed ―the only truly international sporting event on the planet‖ (Wilsey, 2006). Although the Olympic Games have historical clout, their ―overwhelming clutter of boutique athletics‖ tends to favor certain countries across the world (Wilsey, 2006). Football, on the other hand, is one of the most simplistic sports of modern times; virtually anyone can join ―the beautiful game.‖ Whether it is played by professionals on perfectly manicured fields or barefoot on a dusty lot, football is a universally understood language. That language, as it turns out, can be persuasive in breaking down barriers and creating intercultural communication. Football is globally popular and powerful because of its universality and simplicity. If baseball is America‘s pastime, then football is surely the world‘s pastime (Carlin, 2010). The primary reason for football‘s prominence is how easily accessible it is; the game is open anywhere and to anyone (Carlin, 2010). Players can practice and play football anywhere, from grassy fields to stony ground or paved blacktops (Carlin, 2010). The rules are simple and the required equipment is minimal (Carlin, 2010). Football is also popular because, in a certain way, it is democratic. In international competition, players range from tall to small, black, white, or brown, and come from countries from every corner of the planet (Carlin, 2010). The global popularity of the beautiful game may also lie in its likeness to humanity‘s two obsessions: money and religion (2006). As National Geographic‘s Sean 2 Wilsey writes, professional club soccer mirrors capitalism at its competitive best and ruthlessly greedy worst: Club soccer (like capitalism) is basically the childlike desire to make dreams come true, no matter what the cost, realized by men with enough money to combine such commodities as the best Brazilian attacker, Dutch midfields, British defender, and German goalie and turn them loose on whatever the other billionaires can put together – an unfair situation that describes much of the world these days. (2006) Watching the world‘s best football players clash as members of wildly rich and storied clubs is a thrill to the fans across the globe that can rarely be matched. Although the lust for money parallels the competitive desire inherent in all sports, football also mirrors religion in many ways. Governed by its simple rules or ―laws,‖ football is a provider of hope and the occasional miracle (Wilsey, 2006). Like many of the world‘s religions, soccer‘s laws preach the basic importance of nonviolence and equality (Wilsey, 2006). On the world stage, the best players quickly become international sensations. They are ―emblems of national prestige, filling the roles great generals or kings occupied in ancient times‖ (Carlin, 2010). As Stephen Tomkins, author of A Short History of Christianity, says, ―Players are gods, the stands are the pews, football is the new religion‖ (Carlin, 2010). In the unique arena of World Cup play, the religious undertones of football truly
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