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    2010 FIFA World Cup A re-imagined identity for South Africa?

    Table of contents:

    Introduction 2

    1. The once fragmented nation, apartheid and inequality 3

    2. International media coverage prior to the world cup 5

    3. The legacy & Banal nationalism 8

    4. Positives and negatives of FIFA world cup 10

    Conclusion 13

    References 15

    Word count= 4,253 (Not including references).

    Project written by Rhys Martin [10145224]

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    Introduction

    The most prestigious of all sporting events worldwide, the FIFA world cup, entered the South

    African border in 2010 after they had become triumphant in the bidding process in Zurich

    back in 2004. Immediately it became apparent that the hosting of this mega-event wasnt

    solely centred on the football aspect moreover it meant so much more for the South African

    nation as well as the whole of Africa. This mega event was utilised as part of an ongoing

    project that focused on nation-building and many academic scholars and ordinary citizens

    cited the event as a catalyst and platform for bringing the whole of South Africa together

    regardless of race, colour or class. It was widely regarded as a utopian vision; however the

    staging of the event did not pass freely without its critics as well as the pessimism that existed

    within media representations that existed both locally and internationally.

    This essay will seek to explore, from a broader perspective, whether South Africa was able to

    use this sporting event as a motivating force in instilling a re-imagined identity not only for

    themselves but from the perspective of the rest of the world. The project will be well-

    grounded with a cornerstone of extensive research and the contributions of many well-known

    authors. Furthermore it seeks to explore some of the following unanswered questions:

    1. How has South Africas history influenced a new imagined identity through sport, in

    particular the hosting of the FIFA world cup in 2010.

    2. What impact did the world cup have on the host country- both positive and negative?

    3. What role did local and international media play in either glorifying or nullifying

    South Africas re-imagined identity?

    4. Post World cup era. The way forward- how long will the legacy be prolonged?

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    Chapter 1: The once fragmented nation, Apartheid and inequality

    In order to completely comprehend why the hosting of the 2010 FIFA world cup was so vital

    for the nation of South Africa it is mandatory to explore, albeit briefly, the troubled past of

    South Africa and how that was exposed to the world. White supremacy, segregation and

    apartheid all contributed to the downfall of South Africa and as these were so deeply

    entrenched in the nation it is impossible to disregard or even attempt to bury the past in a bid

    to move on with any degree of ease. These problems burdened the nation and carried so much

    weight they soon encroached into the sporting context and consequently brought about the

    demise, albeit temporarily, of South Africa and its isolation from the rest of the world.

    Apartheid, [Happened] in twentieth-century South Africa, [and was] the official policy of

    separating the races within their society legally and socially (Student resources, 2012).

    Essentially, the black race was oppressed whilst the white race enjoyed contentment.

    Therefore, the nation was divided and strict measures were enforced to ensure that there was

    a separate development in different sporting codes; in particular football teams. Whilst other

    independent world football associations began to form under the umbrella body of FIFA;

    from the mid 1900s South Africa became increasingly distanced and somewhat alien as it

    ended up very much on the outskirts of world football (Merwe, 2010).

    It came as no surprise that due to the divisions in South African society at the time of

    apartheid; South Africa had four separate dissimilar football entities. These included the

    Football Association of South Africa (FASA), The South African Soccer Association

    (SASA), The South African Soccer Federation (SASF) and the South African National

    Football Association, (SANFA) (Introduction to the South African football association, n.d.). As racial

    conflict and division became increasingly entrenched FIFA acted in accordance with their

    anti-discrimination policies and Rules and subsequently inflicted a lengthy ban on South

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    Africas participation in subsequent tournaments post 1956. This seemed logical and entirely

    consistent with the ethics and values of FIFA given that FIFA stands for unity, within the

    football world and...[FIFA] use football to promote solidarity, regardless of gender, ethnic

    background, faith or culture (Mission & Statuses, n.d.).

    Ever since the end of apartheid, South Africa and its subsequent opinionated leaders have

    attempted to seek out a new national identity, otherwise known as a re-imagined community,

    a term coined by Benedict Anderson. According to Farquharson and Marjoribanks, (2003)

    after exploring Andersons concept of imagined communities they specify that, nation-

    building is not necessarily a benign or unifying process involving all members of society, but

    may well be the result of the imposition of coercive power and of exclusion by political or

    economic elites. This is what was essentially happening in the apartheid era of South Africa

    whereby the National party cast its ideals over an imagined community of white supremacy at

    the exclusion of blacks. What we are now witnessing in todays contemporary society are

    carefully framed and formulated nation-myths such as the rainbow nation and the melting

    pot that are being used to construct a new and reformed identity.

    These new myths have been fused into the context of sport and sport has been used by the

    South African citizens as a vehicle to achieve a new acclaimed status on the world stage. The

    significance of sport to any developing country cannot be underestimated. Sport builds

    bridges between people. Sport is a means to foster tolerance, respect and peace, and to

    facilitate communication...between people (United Nations office for sport development and

    peace). It is this tolerance, cultural tolerance that South Africa has transitioned into in the

    last seventeen or so years; being able to recognize and accept the differences between their

    citizens and to live as a civilized humanity has been one of their fundamental goals. The

    rainbow nation myth, with its biblical undertone, has been utilized as a symbolic tool since

    the turn of apartheid and it promotes the unison of colours, (black and white) and the

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    integration of different ethnicities. This can be contrasted to the assimilation of the melting

    pot proposed by Stratton and Ang (1994) in which they elucidate the point that equal

    opportunity and social justice should be granted to all members of society providing that they

    work towards a common ideal of multiculturalism (ORegan, 1994).

    Indeed, when these myths are taken into the sporting context, what we have is both a

    powerful and potent concoction that South Africa as a whole can reap the benefits from. In

    addition, when reputable leaders such as Nelson Mandela are proclaiming these myths in

    speeches it seems as though a seamless positive spirit will be instilled within the citizen mass

    of South Africa. However, come the end of the day are these just myths that are acting as a

    figment of the imagination of the people? Do they still exist only as a utopian desire rather

    than a stringent reality?

    South Africa however does seem committed to continuing the pursuit of this dream into the

    future. For example, they have hosted the 1995 Rugby world cup, 1996 African nations cup

    (football), 2003 cricket world cup, 2007 world twenty20 cricket championships and most

    recently the 2010 FIFA world cup (Morgan, n.d). The ongoing hosting of major international

    sporting events, where the worlds eyes are upon the South African nation, is testament to the

    thought process of the leaders of South Africa in strengthening their national identity as well

    as influencing and swaying perceptions from a worldwide audience.

    Chapter 2: Media coverage prior to the world cup

    Regardless of where the FIFA world cup took place, the event has always and will always

    attract enormous interest and coverage from the media. However, in the case of the 2010

    world cup in South Africa there existed a heightened interest from the media as it was the

    first time in history that an African country had hosted this most prestigious event. Given that

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    South Africa had already successfully hosted large scale events before; namely the Rugby

    world cup in 1995 and the Cricket world cup in 2003, it was interesting that afro-pessimism

    still managed to move stealthily into discussions surrounding the hosting of this particular

    international event.

    British media representation: Print

    For South Africa to live up to a new imagined identity it would need to prevail over any

    pessimistic views that circulated throughout the media, especially the international media.

    Unfortunately, yet somewhat expectantly, The FIFA world cup in South Africa has been at

    the receiving end of hostile publicity from the Western media (Mshale, 2010). So much so

    that South Africa was positioned as the other and international perceptions focused on

    theydom up against wedom. The British media perceptions of South Africa hosting the

    world cup in 2010 were downbeat as they seemed to have been so immersed into the

    countrys troubled past that there was no other real avenues considered for a different

    outlook. (Hammet, 2010). During the build up to the world cup, the British media cast a

    vigilant eye on the daily occurrences in South Africa and anything that presented them with

    an opportunity to expose the other in a somewhat vilifying way...they would latch onto it

    almost instantaneously. For example, some of the headlines that ran in popular British

    newspapers at the time aimed at stimulating and promoting thoughts relating specifically to

    fear, crime or security ...., On sale: Body armour with team colours of your choice for world

    cup 2010 in South Africa, England fans too scared to travel and England fans could be

    caught up in a machete race war at the World cup... were some headline grabs (Hammet,

    2010, p.69).

    The way in which the British media acted can be interpreted in a myriad of ways. Firstly, the

    attitudes exhibited by the media were extremely bias and that contributed to the heightened

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    nationalistic sentiment presented. As nationalism was protected and strengthened whilst

    adversely reporting on another foreign country, this ensured that power was held in reserve

    (Hammet, 2010). Secondly, this was the first significant time that the world cup had moved

    away from traditional power bases of Europe and South America and therefore the British

    may have been somewhat fearful of a change in hands (Merwe, 2010).

    Transnational media broadcasts coverage: CNN, BBC, and Aljazeera.

    Another traditional media outlet, (television) was extensively used throughout the period of

    the FIFA world cup and it is clear that the reporting on South Africa as the host country

    differed between three recognized transnational media broadcasters.

    BBC world news coverage prior to the world cup was deeply rooted in the racial divisions

    still prevalent in parts of South Africa. This was over-emphasised through communicating on

    the binary oppositesof citizens in the country, particularly between colour associations and

    ties. Samples of BBC news reporting showed, Black politicians on the one hand, and white

    businessmen on the other, the white farmer and his black workers, as well as pictures of

    crowds with black African football fans and a group of white people who commemorate

    victims of black violence (Hoppe, 2011, p. 35). Bear in mind, these representations are

    being exposed to an international audience and they only seem to add to the heightened fears

    of scepticism and alienation. The power of media was on show.

    Conversely CNN international, who are also a Western transnational broadcaster, had more

    of a positive focus leading up to the world cup. CNN payed particular attention to Nelson

    Mandelas involvement in breathing life back into his home country as well as momentarily

    reliving past sporting events such as the Rugby world cup that held some of the same

    nationalistic desires that the FIFA world cup did. However, much of this positive focus was

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    overshadowed when the report concluded by posing the question whether this world cup

    would change South Africa markedly or do no justice at all. (Hoppe, 2011).

    Interestingly, the only non-western based broadcaster station, (Aljazeera) was the only station

    out of the three to bring football into the focus. This could be related to the fact that Aljazeera

    Has closer ties, culturally and geographically, to the African continent (Hoppe, 2011, p. 5).

    In this report there was still scepticism that existed but it was more connected with the

    expenditure on the stadiums and whether the investment is cost-effective to the wider

    community especially the poor. Most strikingly, compared with the other two broadcasters

    Aljazeera passes by the chance to shed any light on racial issues which has been customary in

    other reports from the media (Hoppe, 2011). Observably, it became clear that Western media

    representations prior to the FIFA world cup have been rather critical of South Africa as a host

    nation so much so that any optimistic views presented were overlooked. This can only serve

    to thwart South Africas imagined identity.

    Chapter 3: The promise Legacy of the South African world cup

    In Bogdanovs theses he refers to the work of E. J. Hobsbawns (1990) book on Nations and

    Nationalism since 1780 and the following exert strongly identifies how sport is used as a

    vehicle to achieve and convey national identity:

    What has made sport so uniquely effective a medium for inculcating national feelings, at

    all events for males, is the ease with which even the least political or public individuals

    can identify with the nation as symbolized by young persons excelling at what particular

    every man wants, or at one time in his life has wanted , to be good at. The imagined

    community of millions seems more real as a team of eleven named people. The

    Individual, the one who only cheers, becomes a symbol of his nation himself.

    (Hosbawn, cited in Bogdanov, 2011, p. 20)

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    Essentially, Hobsbawn is communicating that sport is very much a unifying factor in the way

    in which individuals are working together as a collective group rather than being

    individualistic and therefore possessing different attitudes and/or beliefs. The imagined

    community, or in the context of this project the re-imagined identity, is based on the notion of

    all South Africans working towards the common goal regardless of race, ethnicity or class.

    In this sense, sport can do what politicians cant seem to do and that is to come to a unified

    consensus that is neither confused nor misinterpreted. This is fundamentally what the world

    cup in South Africa was seen to be; however to live up to providing that legacy required the

    unrelenting and unwavering support of those residing in the home country.

    Legacy as defined by Preuss (cited in Bob & Swart, 2010, p. 78), ...Is all planned and

    unplanned, positive and negative, tangible and intangible structures created for and by a sport

    event that remain longer than the event itself. In the context of the South African FIFA

    world cup event this would include legacy aspects of strengthening the countrys image, arts

    and culture, education, infrastructure and the move towards alleviation of poverty (The 2010

    fifa world cup legacy, n.d.). The most important thing in fulfilling the legacy was to have the

    citizens of South Africa follow and support the framework and they certainly achieved this

    through banal nationalism, a term coined by Michael Billig back in 1995.

    Throughout the course of the world cup, South Africans became proud flag bearers by

    draping the South African flag on numerous cars and buildings, dressed themselves in the

    national colours, chanted and sung into the night and even created their own symbolic

    instrument the vuvezela (Ndlovu-Gatsheni, 2011).These acts of banal nationalism brought

    about a feel good factor for the event itself and amongst many like-minded South Africans.

    However, one very important question needed to be asked ..... whether or not these acts were

    short term revelling that with the fullness of time would expose a month of fake nationhood

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    building as there was a lingering fear that come the end of the world cup these acts would

    gradually disappear. This fear was captured by an article in The Times where it read, We

    mustnt shelve our patriotism along with our flags in a months time (Ndlovu-Gatsheni,

    2011, p.280).

    What seems to be happening at these large-scale international sporting events, particularly in

    the case of this world cup, is a reminder to the South African people of the post apartheid era

    and the new way forward. However, I argue that the benefits of these sporting events and the

    legacy of the world cup appear intermittently rather than on a continuum. As Bilig

    highlights, crises...infect a sore spot, causing bodily fevers: the symptoms are an inflamed

    rhetoric and an outbreak of ensigns. But the irruption dies down, the temperature passes, the

    flags are rolled up, and, then, it is business as usual (Billig, 1995, p. 5). For the most part of

    the world cup; advocacy groups, interest groups and social movement groups were

    overlooked and their opinionated views on their state of affairs for their respective states were

    constrained by the special measures act that was an agreement made with FIFA. It seems

    logical that this agreement was made given that the government was wholly focused on using

    the world cup as a strategic marketing tool in their project of nation-building. However, the

    more the government attempts to quell legitimate public demonstrations that focus on life

    values such as wage increases, HIV/Aids policy and land redeployment, the more

    disintegration between nation-states will become visible (Cornelissen, 2012).

    Chapter 4: Positives and negatives

    After the hosting of the FIFA world cup it is apparent that those with a vested interest in the

    tournament are still divided in opinion as to the overall benefit of the world cup to the nation

    of South Africa. It is thus important to consider both the potential positives and negatives that

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    have materialized from the world cup and the impact that they have had on the project of

    nation-building.

    PositivesResearch shows that the successful hosting of the world cup has strengthened and most

    importantly updated South Africas brand. As the world cup reaches out to a global audience,

    those who were less familiar with the new South Africa would have had images and

    perceptions that were deep-rooted from centuries earlier. A post tournament survey

    conducted by FIFA on international visitors to South Africa showed that, 83 per cent of the

    international fans questioned expressed an intention to return to the country, while 94 per

    cent they would happily recommend a visit to South Africa to their friends and family (South

    Africas FIFA world cup a success at home and abroad, 2010).. As a result, South Africa will be able

    to reap the benefits for years to come of a continual increase in tourism income, the economy

    should remain stabilised and their position in an increasingly competitive globalised world

    will be more forceful. Part of their new imagined community is to be a dominant player in the

    international market and since they have shown to the world that they are capable of hosting

    the biggest sporting tournament in the world they have recently been invited by China to join

    the emerging markets of Brazil, Russia, India and China, (BRIC). Although their invitation is

    not a direct result of their success at hosting the world cup, undoubtable it has had some sort

    of an impact. The fact that they can now openly liaise with other emerging economies

    through trade agreements, can only seek to improve their growth potential in the coming

    years (Richter, 2011).

    As a result of the FIFA world cup there has been major improvements to infrastructure such

    as railways, roads and airports. This was a very real and tangible positive, as plans around the

    hosting of the world cup aimed to control the influx of visitors and to make it more

    convenient for locals to visit the different stadiums. In order to achieve the planned

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    infrastructure investments goals more skilled-workers are required which means more job

    opportunities are created. With more jobs being created local residents are bringing more

    money into their family household which will improve their standard of living and wellbeing.

    This in turn could potentially reduce the unemployment rate in South Africa which just might

    bridge the gap between the rich and poor both temporarily and in the longer term.

    Another positive that came from the world cup in South Africa was the way in which a sense

    of togetherness and unity blanketed over the whole of Africa. For example, South

    Africans identified with the African continent for the first time as they supported Ghana

    through to the quarter finals, people talked to each other using the words we and us

    (Krige, 2010). This is definitely a signal of intent of the way in which South Africa has

    transformed since apartheid and they have a cemented belief that they can achieve this

    imagined community which they have so often yearned for. Imagine Australia barracking for

    New Zealand if they went further in the tournament, or Japan supporting Korea. This would

    be almost unheard of in the Oceanic/Asian region as the national football teams are seen

    more in the light of an intense rivalry.

    Negatives

    Behind all the sentiment that poured from the decision to award the hosting rights to South

    Africa and the intrinsic position that the world cup was Gods Gift to the South African

    people existed pessimism and scepticism from those residing in the nation. As mentioned

    earlier one of the positives that came from the staging of the world cup was the massive

    infrastructure investment project that took place. However, at the same time as the investment

    was being made in urban centres by the government, the poorer and under-developed centres

    were becoming increasingly disadvantaged (Cronj, Van Wyk &Botha, 2010). What we have

    here is a striking similarity to the pre-apartheid era, the ANC party, (African National

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    congress) should have distributed funds more uniformly to the poorer affected areas or at

    least used the world cup as an opportunity to strategically empower the poor and working

    class. If they had created a Public relations campaign around this notion, with an already

    established global audience at the time, then I believe the critics would have been more

    believable when espousing the new imagined community.

    A renewed and alarming concern after the final whistle was blown on the 11th

    of July 2010

    was that of Afrophobia or more broadly put Xenophobia. Both of these terms relate to

    attacks made on foreigners by native-born South Africans which seem to have as their source

    deeply rooted in issues such as job scarcity and ownership in the form of land and housing

    (Cronje et al., 2010). Interestingly, These threats are coming from many different people:

    neighbours, colleagues, taxi drivers, passersby, but also from the more conservative

    professions of nurses, social workers and police officers (Institute for security studies,

    2010). Obviously the world cup hasnt directly ignited these fears as xenophobia has been

    active for a lengthy period of time; however given the fact that this event has supposedly

    done nothing for those living in unfavourable conditions, this can only lead to more violence

    in the future. The issue stems back to the power of the ruling party and through the words of

    Frantz Fanton, who was a philosopher in post-colonial studies of his time, he clearly

    articulates the wrongdoing of the political party. The [ruling] party, instead of welcoming

    the expression of discontentment, instead of taking for its fundamental purpose the free flow

    of ideas from the people up to the government, forms a screen, and forbids such ideas

    (Fanon cited in Cronje et al., 2010, p.307). His foreknowledge of events occurring in todays

    South Africa is chillingly accurate; if the ANC enables freedom of expression and enacts

    some sort of democratized structure in which the people of South Africa can be heard then

    Im almost certain xenophobia attacks would be substantially reduced. Rather than have

    foreigners acquiring all possessions, if the living standards of the lower-class members in

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    society is raised then there would be more contentment amongst everyone without any known

    disparities other than their country of residence.

    Summary and concluding thoughts

    Although a generalisation, for any discerning football fan they would have come to a

    consensus that the 2010 FIFA world cup was a great success; and by so many measures it

    was. The success of the world cup was even quantified in numbers, as Sepp Blatter, (FIFA

    president) scored South Africas hosting of the event a 9 out of 10 (9 out of 10 for South

    African World cup, 2010). After extensive research it has become clear that utilizing the

    FIFA world cup as a tool in the ongoing project of a new imagined community seemed a

    commonsense approach, as sport brings individuals together regardless of race, ethnicity or

    class and this is something that South Africa is striving towards. To proclaim that the world

    cup has entirely crafted and shaped a new re-imagined identity for the nation of South Africa

    would be a bold statement. The fundamental challenge going forward, especially from the

    governments perspective, is whether or not they are able to turn the short-term success of

    hosting the world cup into sustainedsuccess. If they can successfully achieve the hosting

    and logistics of the biggest sporting event on the planet then one could argue they are well

    placed to address other worrying issues such as poverty alleviation, salary wages,

    xenophobia, HIV/AIDS treatment and living standards. Its whether the legacy of the FIFA

    World Cup 2010 can continue to prolong into the future and whether the imagined

    community can be envisioned by all those residing in South Africa.

    One thing remains certain though through all this analysis, you cant judge a book by its

    cover nor can you judge a country by its stereotypes.

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