From the very beginning, there were negative reactions when Qatar and Russia were chosento host a FIFA World Cup each. The criticism against both World Cups grew over time,thanks in no small part due to how migrant workers building the stadiums in both countrieswere treated. The purpose of this thesis has been to examine whether or not Edward Said'stheory of postcolonialism and Imannuel Wallerstein's theory on civilization in eurocentrismhave played a part in how the Swedish media chose to cover both World Cups. In this thesis,the two biggest newspapers in Sweden, “Aftonbladet” and “Dagens Nyheter” were used inthe analysis. The method used was a comparative case study, in which articles and quotesregarding Qatar and Russia were compared and then analyzed. The analysis revealed that,although these theories and stereotypes could have played a role in how the Swedish mediareported on the World Cups, the results were inconclusive, meaning that no conclusion onwhether postcolonial or eurocentric stereotypes played a role in the media coverage could beconfirmed.

<p>This study explores the relationship between soccer and Toronto’s Italian immigrants throughout the 1970s to the now-mythical 1982 celebration of the Italian team’s FIFA World Cup victory on Toronto’s <em>Corso Italia</em>. The celebration’s location in a distinctly ethnic neighbourhood is linked to concepts of ‘place’ and ‘identity’ which made it central to the construction of an Italian-Canadian identity during the era of Multiculturalism policies. Toronto’s Italian-Canadians used the victory as a way of recognizing their own worth to society and to proudly and publicly solidify their integration into the Canadian multicultural landscape. Soccer helped them create and maintain a multi-dimensional transnational identity that reinforced the importance of their ethnic community. It also provided them with a visual way to relate to the nation. This study shows that this nationalism transcended traditional gender constraints and transformed this sport victory celebration into a family event, which included males and females alike. Eighteen interviews of Italian-Canadians who lived in and around the Toronto area throughout the 1970s and early 1980s reveal what they remember about the soccer-related events of that time period and how they feel about those memories now. This study also examines various Italian, Italian-Canadian, and English-language Canadian newspapers that covered specific sporting events and celebrations from 1978 to 1983, with a particular focus on the 1982 World Cup. It argues that in this case a collective memory has been created and conditioned by the way the media portrayed the event and how Toronto’s Italian-Canadian cultural community sustained it.</p> / Master of Arts (MA)

Author: Camilla Andersson Title: The depiction of female and male elite soccer players in Aftonbladet and Dagens Nyheter –  A quantitative and discursive analysis of the World Cup 2002 and 2003 Level of education: C Subject: Media and Communication Studies Umeå University: Department of Culture and Media Studies Term: Spring 2004 Pages: 70   The purpose of this essay is that from a gender theoretical and critical discourse analysis perspective  study how the image of the Swedish football national teams and players in the 2002 World Cup (men) and 2003 (women) were constructed in the media coverage. I analyze articles published in Dagens Nyheter, Swedens biggest morningpaper and Aftonbladet, biggest eveningpaper. The method is based on a quantitative content analysis, and critical discourse analysis in which I use van Dijk's analytical approach.   Issues : 1. What constructed the World Cup in 2002 and 2003  players and teams, from a gender theoretical perspective in the mediatexts? 2. Can the constructions in question 1 (with respect to the World Cup, players and teams ) be attributed to a specific gender discourse and how can they then be explained from a discursive perspective?   Both the content analysis and critical discourse analysis points to significant differences in the attention value of the World Cup in 2002 and 2002.   • It differs in structure / presentation of the actual event where mens World Cup is constructed as a dramatic and historically important event. It has an impact on all pages in the paper: debate  culture, news sites as well on the sports pages. Articles about the female players are more concentrated on the sports pages. • The difference in the portrayal of the fotball players. The portraits of the men are elaborate and well researched. The portraits of the women are much thinner, more of haste. The male practitioner depicted additionally as potent and purposeful and may control the narrative about himself. The image of the female practitioner will be that she "corrects herself nicely " after the reporter team. Women players are also asked to comment on other events, for instance the men´s competition, than the direct cause of the text that should be a portrait of the female player. They are also compared to male players . There are also some cases of differences in language use with a tendency to reduction of the female player. Important to remember, however, is that this is only a small number of texts that have been analyzed. Remarkable, however, are the results from the content analysis that there is much greater focus on the team when it comes to the ladies, and more focus on individuals when the men are described . • The difference in the quality of production with respect to the number of articles , number of writers and in the construction of the articles. The number of articles is on average 5 times as many during the 2002 World Cup about Swedish national team (men) compared to the VM 2003 and the women's national team. Articles are also backed up in a greater extent by the factfile, tables and general articles relating to the World Cup. For the ladies it does not exist the same editorial back-up to lift the event to a few levels higher in readers' rankings. Here the focus is most of the game situation and to the team.   Attention value is higher for men, not only in terms of quantity but also in terms of where the texts are published. It is clear that in the material there is a dominance and importance discourse connected to gender in the surveillance of the World Cup.   Keywords: Mass Communication, Gender, Sport, Daily News Paper, World Cup, Attention Value

Thesis. (M. Tech. (Dept. Marketing, Faculty of Management Sciences))--Vaal University of Technology, 2011. / The phenomenal growth of special events sponsorship as a promotional tool is evident in the increase in the number of companies and their expenditure on sponsoring events. Currently, football (for the purpose of this study, the term football and soccer are used interchangeably) has become the most heavily sponsored sport in terms of value and number of sponsorship deals. International events such as the Federation of International Football Association (FIFA) World Cup™ and the Olympic Games are the biggest sporting events staged globally which makes them particularly lucrative for sponsor investment. The high media coverage and duration offers an ideal platform to create high brand awareness, consumer’s recall and recognition for the participating sponsors. The FIFA Soccer World Cup™ tournament with its huge audience is perhaps the premier place for companies to display their brands on an international stage. Millions of rands are spent on sponsorship in general every year and on sports sponsorship in particular. Yet little is known about the effectiveness of this expenditure. Sponsors are often unsure whether only their brands benefit from a sponsorship or whether competing brands in the same product category also benefit from their efforts. The primary objective of this study was to determine sponsorship effectiveness through consumers recall and recognition. In addition, the study sought to determine the perception of official sponsorship and ambush marketing during the 2010 FIFA World Cup™. The event attracts billions of viewers and a huge number of companies associate their products with this event. A quantitative approach was adopted for the study. The data was collected using a convenience sample of 462 fans, supporters and followers of the 2010 FIFA Soccer World Cup™ in Gauteng, South Africa. To determine sponsorship effectiveness, consumer-aided and unaided recall tests were conducted after the 2010 FIFA World Cup™ in an attempt to quantify sponsorship recall of official and non-official responses In addition, the study sought to establish consumers’ perceptions of official sponsors and the purchase intentions of their products and brands. Finally, consumers perceptions towards unofficial (ambush marketers) sponsors were ascertained. The high frequency of inaccurate responses through unaided recall suggests that there was confusion in the minds of respondents regarding those who were official sponsors of the 2010 FIFA World Cup™. This has serious implications for both marketers and sponsors as the effectiveness of sponsorship as a marketing communication tool comes into question. This may work to the advantage of ambush marketers who could effectively use the confusion in consumers’ minds to market their products and brands. Possible reasons for the inaccurate responses could be attributed to the fact that the World Cup™ is a once-off event that attracts individuals because of the novelty of the event and the multiple distractions that are associated with the event. The inaccurate responses may also have implications for future purchase intentions of the product since a recall level of awareness could be a determining factor in the purchase decision. This study revealed that sponsorship recall is enhanced by aided recall and prior knowledge of the sponsor. The responses with regard to aided recall suggest that consumers were able to recognise brands that were housed and marketed in South Africa. Brands such as Seara, Yingu Solar, Satyam, NeoAfrica, Aggreko and Prasa are relatively unknown brands in South Africa – therefore they were not easily recognised by the respondents. From a marketing perspective, the question arises whether it is feasible for foreign-based companies such as Emirates and Mahindra Satyam to invest in sponsorship ventures that are unlikely to achieve the desired results. These companies did not widely advertise in the local South African market. However, because the 2010 FIFA World Cup™ had a worldwide impact, this does not mean that global brands failed to achieve their objectives elsewhere in the world. In other words, they could have been playing to a much wider audience, in much stronger markets than that of the host country. An interesting revelation was that most consumers were able to recall brands that were global, mass-marketed and consumer-oriented such as Coca-Cola and McDonalds. This may partially be because during the event they were intensively engaged in advertising their sponsorship in the 2010 FIFA World Cup™. / Central Research Committee, Vaal University of Technology.

M. Tech. Marketing

Thesis (MBA)--Stellenbosch University, 2011. / Each year, companies spend more money on sponsorship, and consequently the importance of sponsorship as a marketing communication tool has increased significantly. As a result, answering the question of how effective this investment is for a company has become increasingly important. Previous research of analysing the measurement of sponsorship effectiveness has been inconsistent. This research study analyses the relationship between key variables which measure sponsorship effectiveness, namely: brand awareness, corporate image, and purchase intention. In addition, the influence of the variable sports involvement on the other variables has been measured. The data was collected using a questionnaire during the international soccer federation (Fédération Internationale de Football Association, FIFA) World Cup 2010 which was the first international sports event of this dimension on the African continent. This, in conjunction with the fact of inconsistent findings of previous research and the increasing importance of sponsorship for companies, contribute to a unique and new era of sponsorship research. Findings of this research indicate that consumer involvement has a direct positive effect on the perceptions of corporate image, as well as on consumers‟ purchase intention of sponsors‟ products. Purchase intention is also favourably influenced by brand awareness and corporate image of consumers. These findings are to a certain extent different than the results of Ko, Kim, Claussen and Kim (2008: 79-94) who conducted a similar study during the FIFA World Cup 2002. Consequently, this is a further indication that findings concerning sponsorship effectiveness research are inconsistent. The geographical area of data collection also has an influence on the results. In the case of South Africa, it was possible to observe that the different socio-demographic variables, gender and ethnical background had an impact on responses to the different research variables.

Esta tese trata da constituição do campo esportivo (BOURDIEU, 1983) do futebol nos Jogos Olímpicos. Para apresentar a configuração dessa estrutura foi utilizada uma análise documental juntamente com a história de vida dos atletas brasileiros que participaram do torneio olímpico entre 1952 e 1988. O tema referente ao amadorismo e profissionalismo estruturou toda a tese. Os conflitos políticos em torno do COI e da FIFA pelo controle do futebol foram amparados na disputa de poder para estabelecer como seria definido o termo amador. As divergências sobre esse assunto fizeram com que a FIFA criasse a sua Copa do Mundo em 1930 e que o futebol ficasse fora do programa olímpico dos Jogos de 1932. Foi a partir desse debate que os múltiplos olhares em relação ao futebol e aos Jogos Olímpicos sustentaram a tese. Esses olhares foram construídos a partir da história de vida dos atletas brasileiros que defenderam o país no futebol, dos membros e presidentes do COI e da FIFA, dos dirigentes do COB e da CBD, depois CBF, e da imprensa que apareceu nos jornais Folha da Manhã, Folha de S. Paulo e O Estado de S. Paulo, e nos Boletins Olímpicos do COI. Desse modo, construiu-se a tese de que foram os conflitos políticos entre o COI e a FIFA em torno do estabelecimento das definições da condição de atleta amador e profissional que ditaram os rumos do futebol olímpico e da modalidade no mundo / This thesis deals with the establishment of football as a sport field (BOURDIEU, 1983) in the Olympic Games. In order to present the configuration of this structure, a documental analysis was performed as well as the review of Brazilian athletes life history, since 1952 until 1988. The theme related to amateurism and professionalism has completely structured this thesis. Political conflicts developed in the relationship of COI and FIFA for control of football activities were based on the power dispute on how amateur should be defined. Deviations related to this subject lead to FIFA launching of its 1930 World Cup, and prevented football from being excluded in the Olympic Games of 1932. Rooted on this debate, multiple views related to football and Olympic Games maintained the thesis. Those multiple views were built upon the life history of Brazilian athletes that defended the country in football games, of members and presidents of COI and FIFA, of the leaders of COB and CBD, later on CBF, and upon press articles shown on Folha da Manhã, Folha de S. Paulo and O Estado de S. Paulo diaries, as well as on COI Olympic Bulletins. In this way, it was built the thesis that political conflicts between COI and FIFA were the root for the establishment of the definitions on amateur and professional athlete conditions, which ruled the track of Olympic football, as well as professional football, worldwide

The last century shows that sport and broadcasting has evolved around men and left the women, in the dark. Even though there has been a significant movement for women in sport, the men steal the spotlight and has the sports arena to themselves. This study, a quantitative content analysis, contains published news articles from the Swedish newspapers Aftonbladet and Expressen during the women's FIFA World Cup 2015 and the men's FIFA World Cup 2018. The objective is to examine the quantity of coverage and the representation of the Swedish women and men's national football team. This study indicates that the main coverage of the women's national team was dismally low compared to the men's national team. The study also reveals a tendency that journalists of the news articles are about four times more men than women that covers both tournaments.

Este trabalho visa analisar as transformações espaciais no período pré-Copa do Mundo de 2014 na cidade de São Paulo, em principal a área de Itaquera. O impacto da construção do estádio Itaquerão do Sport Club Corinthians Paulista e das obras do Polo Institucional de Itaquera para a Copa do Mundo estão no plano principal dessa pesquisa. A Copa do Mundo estabelece um conjunto de iniciativas de reforma urbana que altera formas e fluxos em um curto período de tempo, justificada pelo evento internacional. Em meio à requalificação do bairro, definem-se critérios de adequação que podem servir de modelo para outras intervenções em espaços periféricos. No sentido de detalhá-los, foi elaborado um plano de trabalho para delimitar o objeto de estudo. O projeto desta pesquisa teve como objetivo geral retomar a discussão das transformações no espaço urbano, mas, dessa vez, destacando um momento diferenciado de investimentos e expansão do capital na periferia de São Paulo. Na tentativa de compreender as transformações no espaço urbano, utilizamos o método materialista histórico dialético. A dissertação foi dividida em quatro capítulos, a principal base teórica dela está no Capítulo 1, porém outros conceitos também são discorridos ao longo do trabalho para compreender melhor os assuntos analisados. O Capítulo 2 e 3 foram focados em Itaquera, nosso principal objeto de estudo, passando pelas discussões e análises de fixos e fluxos, formação socioespacial, reforma urbana, requalificação urbana, segregação socioespacial, produção imobiliária e especulação imobiliária. O Capítulo 4 vem com a proposta de debater sobre as rugosidades e resistências na cidade. Abordando as transformações dos processos de produção do espaço, esse capítulo faz uma discussão sobre a questão da habitação em São Paulo, a luta dos excluídos versus a atuação do Estado e do Capital e, por fim, as manifestações populares que vieram à tona em 2013 e 2014 em virtude da questão urbana. / This work analyzes the spatial changes of São Paulo in the pre-World Cup 2014 period , with special interest in the Itaquera area. The impact of the Itaquerão stadium and of the Itaquera´s Institutional Polo for the World Cup are in the main plan of this research. The World Cup establishes a set of urban reform initiatives that alter forms and flows in a short period of time, justified by the international event. Amid the redevelopment of the neighborhood, the suitability criteria defined can serve as a model for other interventions in peripheral areas. However, a work plan was developed to delimit the object of study. This research project had as main objective to resume the discussion of transformations in urban space, but in this time highlighting a different time of investment and capital expansion in the periphery of São Paulo. The method used to understand the spatial transformations in the urban space is based on dialectical historical materialism. The dissertation is divided in four chapters, with the main theoretical basis concentrated in Chapter 1, but other concepts are also discussed throughout the work to better understand the issues analyzed. Chapter 2 and 3 were focused on Itaquera, our main object of study, through the discussions and analysis of fixed and flows, socio training, urban renewal, urban redevelopment, socio-spatial segregation, housing production and real estate speculation. Chapter 4 has the proposal of discuss the roughness and resistance in the city. Addressing the transformations of the production of space processes, this chapter discuss the issue of housing in Sao Paulo, the struggle of the excluded versus State and Capital action, to get, finally, in the issue of popular demonstrations that surfaced in 2013 and 2014 because of the urban issue.

Made available in DSpace on 2016-04-27T19:30:15Z (GMT). No. of bitstreams: 1 Felipe Morelli Machado.pdf: 3195349 bytes, checksum: 65cbf675faa33cc3cfc725d4d2e3b4f0 (MD5) Previous issue date: 2011-05-20 / Conselho Nacional de Desenvolvimento Científico e Tecnológico / This thesis aims at analyzing the Brazilian participation in the Football World Cup disputed in June 1938, in France, an achievement that took on different meanings for the New State, the sports press and the supporters. It is about an emblematic moment for perceiving football as a social and symbolic place of conservation and, at the same time, of posing questions about the order in force, within a dictatorial context. From the dealing with the huge sports newspaper, in the capital cities of São Paulo and Rio de Janeiro (Brazil), it was observed the repercussion of that sports episode, from north to south, spilling over into the national life. In this happening, football arises not only as an element capable of congregating, among the same supporters, individuals from the most varied social cultural profiles, but also as a quarreling space, with disagreements and rivalries, which are found in the construction base of the national feeling / Esta Dissertação tem por finalidade a análise da participação brasileira na Copa do Mundo de futebol, disputada em junho de 1938, na França, um empreendimento que assumiu diferentes sentidos para o Estado Novo, a imprensa esportiva e os torcedores. Trata-se de um momento emblemático para a percepção do futebol como lugar social e simbólico de conservação e, ao mesmo tempo, de questionamento da ordem vigente, diante de um contexto ditatorial. A partir do trato com os jornais esportivos de grande vulto, nas capitais paulista e carioca da época, observou-se a repercussão daquele episódio esportivo de norte a sul do país, contagiando a vida nacional. O futebol emerge, nesse acontecimento, não só como elemento capaz de congregar na mesma torcida - indivíduos dos mais diferentes perfis sócio-culturais, mas também como espaço de conflitos, desavenças e rivalidades, que se encontram na base da edificação do sentimento nacional