n African Journal for Physical Health Education, Recreation and Dance - Media analysis of the 2010 FIFA World Cup using newspaper print marketing - : sport marketing

Supplement 2
  • ISSN : 1117-4315


Major sporting mega-events such as the 2002 FIFA World Cup in North Korea, 2006 FIFA World Cup in Germany and the 2010 FIFA World Cup in South Africa have shown to act as powerful tools for promoting nation-building. Drawing upon the body of knowledge of the sociology of sport and content analysis of media studies, this study focused on the mediated messages pertaining to the 2010 FIFA World Cup in selected South African newspapers. A quantitative survey in terms of frequency of articles (text) and the scope of quantitative photographic images was undertaken. Data were collected over eight-weeks which included the build-up, tournament and post tournament of the 2010 FIFA World Cup. A total of 1118 images and 2225 articles were analysed to determine the thematic themes behind stories, from which media formulation stems and the printed media material quantifiable in terms of coverage, thematic themes presented, photos and results printed. The findings revealed predominant images and narrations of success (n=192), nationhood (n=125) and Pan-Africanism (n=114) and were mediated mainly as large main feature articles in prominent sections of newspapers. The 2010 FIFA World Cup translated into significant political, social and cultural dynamics and influential messages of temporary euphoria and nation building.

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