Submitted by Simone Maisonave (simonemaisonave@hotmail.com) on 2016-11-30T14:19:37Z No. of bitstreams: 2 license_rdf: 0 bytes, checksum: d41d8cd98f00b204e9800998ecf8427e (MD5) Juliano Oliveira Pizarro_Dissertacao.pdf: 687212 bytes, checksum: 03cfd2ce22238b98ee39ab177725d3b4 (MD5) / Made available in DSpace on 2016-11-30T14:19:37Z (GMT). No. of bitstreams: 2 license_rdf: 0 bytes, checksum: d41d8cd98f00b204e9800998ecf8427e (MD5) Juliano Oliveira Pizarro_Dissertacao.pdf: 687212 bytes, checksum: 03cfd2ce22238b98ee39ab177725d3b4 (MD5) Previous issue date: 2015-11-05 / Coordenação de Aperfeiçoamento de Pessoal de Nível Superior - CAPES / A presente dissertação analisa a inserção da FIFA no cenário internacional no contexto globalizado, observando-a na dinâmica da governança global, com relações e disputas com outros atores, fazendo uso do soft power através de seus discursos e práticas. A pesquisa parte temporalmente da década de 1990, tendo em vista a ascensão dos processos de Globalização após a queda do muro de Berlim, a multipolarização de atores no cenário internacional e o surgimento do conceito governança global. Sendo o esporte um mecanismo cultural utilizado ao longo do século como incentivo à paz e à união dos povos, a FIFA possui um papel fundamental na sua organização em escala mundial. Através de duas dimensões de análise - governança global e soft power – partindo do pressuposto que a FIFA é um ator da governança global, busca responder como ela se utiliza do soft power. A pesquisa baseia-se em fontes secundárias bibliográficas, documentais, sites e pesquisas já realizadas sobre o objeto. Os procedimentos metodológicos que norteiam a presente pesquisa são de caráter exploratório-descritivo, estudando-se o caso da FIFA com uma abordagem qualitativa, com o objetivo de identificar a FIFA como uma organização que possui o monopólio internacional do futebol, constituída juridicamente como uma ONG, cujo comportamento expressa características híbridas na dinâmica da governança global – ora como empresa multinacional, ora como organização do Terceiro Setor, ora como instituição internacional. Sob a ótica do soft power, percebe-se que o comportamento contemporâneo da organização procura alinhar-se a discursos democráticos e de accountability, utilizando estratégias de popularização do esporte, ampliando e diversificando as competições e os campeonatos regionais e internacionais, implementando projetos sociais, aumentando parceiros comerciais, entre outras. Para consolidar sua hegemonia internacional pelo controle da organização do futebol em escala global, a FIFA tem utilizado uma série de práticas, discursos e ações estimuladas e incentivadas pela lógica da governança global em geral e governança desportiva em particular. / This thesis analyzes the inclusion of FIFA on the international stage in the globalization context, observing the dynamics of global governance, relationships and disputes with other actors, using the soft power through its speeches and practices. The research begin temporally of the 1990s, in view of the rise of globalization processes after the fall of the Berlin Wall, the multi-polarization of actors on the international scene and the emergence of global governance concept. The sport is a cultural mechanism used throughout the century as encouraging peace and unity of peoples, and the FIFA has a key role in your organization worldwide. Through two dimensions of analysis - global governance and soft power - starting the assumption that FIFA is an actor of global governance, seeks to answer how she uses soft power. The research is based on secondary sources bibliographical, documentary, websites and research already carried out on the object. The methodological procedures that guide this research are exploratory and descriptive character, studying the case of FIFA with a qualitative approach, in order to identify the FIFA as an organization that has the international monopoly of football, legally constituted as an NGO, whose behavior expressed hybrid features in the dynamics of global governance - sometimes as multinational company, sometimes as Third Sector organization either as international institution. From the perspective of soft power, can see that contemporary performance of the organization seeks to align the democratic and accountability discourse, using popularization strategies of the sport, expanding and diversifying competitions and regional and international championships, implementing social projects, increasing trading partners, among others. To consolidate its international hegemony by controlling the football organization on a global scale, FIFA has used a number of practices, discourses and actions initiated and encouraged by the logic of global governance in general and sport governance in particular.

This research interrogates South Korean women’s gender, ethnic and national identity construction revealed through sport spectacle. Two phases of the interviews were conducted for the research: focus group interviews during the 2004 Athens Olympics and individual interviews between March and April 2005, the period of the final qualifying stage for the 2006 FIFA World Cup. Newspaper extracts on the Olympics and the football matches were presented in the interviews. The analysis of the women’s identity construction was contextualized in relation to South Korea’s socio-cultural, historical and political networks. Globalisation provides the overall framework for the research. Globalisation has dramatically transformed the way people construct their relations to themselves, others and their nation. The research explored how the interviewed women produced and reproduced the meanings and values of the sport events and sport games in search for a sense of security and certainty in the ever-shifting global context. Their struggles to ‘live’ in the new social milieu, a process of reterritorialisation, were also analysed. Moreover, the women’s relationships with North Korea were examined based on the concepts of the ethnic identity and also of the nation as a historical community with shared culture, tradition and history. Although infamously labeled internationally as part of the ‘axis of evil’, North Korea provided a source of ambiguous identity to the interviewees. The women’s perceptions of Japan, South Korea’s old enemy, were also investigated around the themes of postcolonial identities. In addition, the research demonstrated the women’s gendered perceptions of sportswomen and sportsmen and an idea of nationhood represented by them.

From an analysis of the literature it is apparent that there has been no concerted effort to date to undertake a coherent and integrated assessment of the application of e-marketing in sport mega-events. A strategic evaluation of the e-marketing initiatives implemented since 2000 during national and international mega events, indicates that e-marketing, in most instances, took place in a limited and fragmented manner. However a further analysis of these case studies provides valuable perspectives and lessons that could inform the research process related to e-marketing during the 2010 FIFA Soccer World CupTM. Against this background each of the selected sport mega-events since 2000 was investigated in terms of how e-marketing technology was used in the particular event, the e-marketing challenges experienced, the key e-marketing lessons learnt and the apparent e-marketing critical success factors related to these events. The theoretical context and the lessons learnt from previous mega-event case studies provided the background and frame of reference for the empirical research into the use of e-marketing during the 2010 Soccer World CupTM. The key envisaged outcome was to theoretically develop an e-marketing framework that can serve as a guideline to fully optimise e-marketing in future sports mega-events. The research findings were presented and the 16 critical e-marketing success factors (CSFs) that may contribute to the success of sport mega-events were identified. Specific conclusions were made based on the results obtained and specific actions were recommended for future additional research in the sport mega-events field. / Thesis (PhD)--University of Pretoria, 2013. / gm2013 / Tourism Management / PhD / Unrestricted

This master thesis dissertation analyzes what kind of humanitarian issues can arise when international sporting events, such as the World Cup, are connected with powerful, global sporting organizations such as FIFA. It asks whether or not FIFA takes into consideration the positive and negative consequences that such an event might have on human rights? Or if FIFA chooses to ignore these rights in preference of organizational gain? For my investigation I decided to choose FIFA because it is one of the most important sports organizations in the world and wields a great deal of power thanks to its corporate partners and football's worldwide appeal. My hypothesis is simple: Decisions made by FIFA are heavily influenced by endemic corruption throughout the organization that does not prioritize citizen rights or human rights development more generally.

Dissertation (LLM)--University of Pretoria, 2014. / gm2014 / Private Law / unrestricted

Background: Organizations desire to create and maintain a strong and long-lasting relationship with their consumers. Firms enjoy many benefits through the loyalty of customers, such as lower marketing costs, increased revenue, and much more. Our study pinpoints two specific elements within brand loyalty that are in need of research: brand longevity, which describes the duration of a brand’s activeness, and customer loyalty to disliked brands. Furthermore, our study tries to identify how consumers add value during their relationship with the video game franchise FIFA. We identified the video game franchise FIFA as a perfect fit for this study; a criticized franchise that has been successful since 1993. Research Purpose: The purpose of this research is to understand why a disliked brand stays successful despite increasing criticisms from critics and consumers. Research Problem: Our study identified a need for further investigation into the concept of brand longevity, brands with a rich heritage would benefit from understanding their assemblage. Furthermore, qualitative research is needed to address the lack of knowledge of loyalty for disliked brands in other cultural and demographical contexts. Finally, more insights about customer value are needed to better understand how firms can evaluate their customers. Research Question: How is FIFA able to attain such longevity, despite receiving strong critics on their annual products? Method: Ontology through a relativistic scope - Epistemology with a social constructionism view - 20 Semi-structured Interviews - Snowball Sampling for gathering participants - Content Analysis for analyzing and coding the data. Conclusion: Our study managed to identify several drivers that keep consumers loyal to FIFA. We also identified how the community of FIFA perceives the environment of the franchise. Finally, the intensity of the value contribution has been outlined to illustrate how consumer differs from each other. Practical Implications: Emerging from our findings, implications are formulated for franchises, brands, and firms in general, both inside and outside of the gaming industry.

This thesis investigates Swedish people’s experiences following the FIFA World Cup 2022 in Qatar from a globality, cosmopolitanism, and cosmopolitanization perspective. The 2022 World Cup was controversial due to allegations of human rights violations in preparations for the Cup in Qatar as well as allegations of corruption within the FIFA organization. As a result, this thesis investigates how Swedish people's experiences may have been affected. This research seeks a link between a potential global mindset originating from globalization and the experiences of Swedish people following the Cup. Theories of globality, cosmopolitanism, and cosmopolitanization are all used to explore this. This thesis uses data from semi-structured interviews. Based on the data, this thesis concludes that awareness of human rights does affect Swedish people following the World Cup and that the media plays the most significant role in raising consciousness. Also, this thesis concludes that globality, cosmopolitanism, and cosmopolitanization may all be related to respondents' experiences or future visions of the Cup.

Are there any consequences of using sports diplomacy? This thesis will look into sports diplomacy in the recent FIFA 2018 and 2022 cases from the lens of the European Parliament. Large sporting events have grown into an international phenomenon, that has been studied from the premises of power. As critique did rise from the cases of FIFA 2018 and 2022, my approach is to analyse the consequence of failed sports diplomacy, how using soft power tactics play in the international political field and how sports play a part in politics. This thesis will use discourse analysis to find the key reasons for EP’s dissatisfaction with FIFA 2018 and 2022.

Depuis les années 2000, nous observons de plus en plus de pays en développement (PED) hôtes de mégaévénements. En accueillant un mégaévénement en leur sol, les PED espèrent améliorer leur cadre urbain et attirer des investissements étrangers. Ceci étant dit, les retards en termes d’infrastructures et d’équipements que connaissent ces pays et les stricts cadres normatifs imposés par des organismes internationaux comme la FIFA, nous amènent à questionner la possibilité d’intégrer les aménagements mégaévénementiels, à leur contexte local. En ce sens, le processus de planification, dans lequel les cadres normatifs externes et locaux sont négociés, peut être vu comme un moment charnière ayant une incidence sur le potentiel de reconversion. Dans le cadre de ce mémoire, nous avons entamé une réflexion à ce sujet en examinant le processus de planification d’un aménagement mégaévénementiel, le Green Point Urban Park (GPUP) à Cape Town, et son incidence sur son potentiel de reconversion. Plus précisément, nous allons, en premier lieu, décrire le processus de planification du site, nous allons par la suite évaluer son potentiel de reconversion, puis nous allons faire ressortir des liens entre le processus de planification et le potentiel de reconversion des aménagements mégaévénementiels. En somme, notre travail met en évidence une relation entre, d’une part, la prépondérance du cadre normatif imposé par l’organisme international et la dynamique du système d’acteurs au moment de la planification du GPUP et, d’autre part, la difficile reconversion de ce dernier après la Coupe du monde de 2010. / Since the year 2000, there has been an increasing number of developing countries hosting mega-events. By welcoming such events, developing countries have been improving their urban landscape and providing opportunities for foreign investments. That being said, their lack of infrastructure and equipment has shown to be a challenge in the organization of mega-events, events that must abide by strict regulatory frameworks set by international organizations, like FIFA. We believe the planning process, where local and international normative frameworks are negotiated, has an impact on the reconversion of mega-event developments. Through the analysis of Cape Town’s Green Point Urban Park (GPUP), this study aims to evaluate the planning process’ impact on the reconversion phase. To do so, we’ve divided our study in three parts. The first describes the planning process, the second exposes our evaluation of the site’s reconversion potential and the third evaluates the relationship between the GPUP reconversion potential and its planning process. Overall, this study seeks to demonstrate the dominating role played by the international normative framework during the GPUP’s planning process phase and how this has ultimately hindered the site’s potential of reconversion after the 2010 World Cup.

Die FIFA-Fußball-Weltmeisterschaft wurde 2002 erstmals von zwei Gastgebern gemeinsam ausgerichtet. Diese Kooperation entsprang jedoch nicht dem Wunsch der beiden Bewerber Südkorea und Japan, sondern es war eine Entscheidung der FIFA. Wie würden die beiden unfreiwilligen Partner mit dieser Situation umgehen? Würde die gemeinsame Gastgeberrolle vielleicht zu einer Chance werden, das gegenseitige Verhältnis zu verbessern? Betrachtet man die Fußballweltmeisterschaft aus der Perspektive der Mega-Event-Theorie, kann das Aufschluss in diesen Fragen geben. Die Ausrichtung eines Mega-Events ist eine einzigartige Gelegenheit sich der Welt darzustellen und gleichzeitig eine positive Selbstwahrnehmung zu erzeugen. Beides sind wichtige Faktoren bei dem Versuch, eine Nation auf der internationalen Bühne platzieren. Genau darum ging es auch den beiden Gastgebern Japan und Südkorea. Eine Analyse südkoreanischer und japanischer Monatszeitschriften zeigt, wie unterschiedlich dennoch die Erwartungen an und das Erleben der WM in den beiden Ländern waren. Während Japan sich durch die WM 2002 internationalisieren und das Lokale mit dem Globalen verbinden wollte, stand für Südkorea die Präsentation als dem Nachbarn Japan ebenbürtige Nation im Vordergrund. Der unterwartete Erfolg der südkoreanischen Mannschaft vermittelte den koreanischen Fans ein überwältigendes Gefühl der Einheit, das Stolz und ein neues Selbstbewusstsein hervorbrachte. Das frühe Ausscheiden der japanischen Mannschaft bewirkte unter ihren Fans ein sich Hinwenden zum koreanischen Team, wodurch eine unerwartet positive Koreaerfahrung und ein Gefühl der Gemeinschaft mit dem Nachbarland entstand. Auf diese Weise trug die unfreiwillige gemeinsame Gastgeberschaft dazu bei, dass beide Länder ihre ursprünglich mit der WM-Ausrichtung verbundenen Ziele besser umsetzen konnten, als es ihnen als alleiniger Ausrichter möglich gewesen wäre. / The 2002 FIFA Football World Cup was co-hosted by Japan and South Korea but this co-operation was not a voluntary one. What would the two unequal partners make out of FIFA’s decision? Could the co-hosting become a chance to improve their relation? To interpret the World Cup in terms of Mega-Event theory helps to answer these questions. A Mega-Event is not only a unique chance to promote one’s image to the world but also to create a positive self-image and self-awareness. Both are important processes for the relocation of a nation in the international society and both are what the hosting of a Mega-Event is about. It is here where one finds the Korean and Japanese motivation to host the World Cup 2002. An analyses of the discours in both countries monthly magazines shows how different the expectations were and how Korean and Japanese fans experienced the Event. While South Korea’s first aim was to show to the world its equal standing next to its neighbor Japan, the topics discussed in the Japanese World Cup discours suggest that internationalization was what Japan expected from hosting the Mega-Event. But when the competition started and the Korean team rushed from victory to victory the only thing that mattered were the overwelming emotions of unity millions of Koreans shared. This experience provided an unexpected sence of national pride and self-confidence that changed the Korean self-awareness. This changed attitude might be the most important outcome of Korea’s World Cup hosting. The Japanese team was kicked out of the competition more quickly but this paved the way for many Japanese fans to get more and more interested in the Korean team and to discover an unknown and fascinating Korea. The Japanese who had cheered for the Korean team experienced an unity with Korea no other event could possibly have caused. In these ways the unplaned co-hosting and its unexpected outcomes served both countries’ initial aimes better than a single-hosted Mega-Event would have done.