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Research possibilities for the 2014 FIFAWorld Cup in BrazilMiguel Conchasa

a International Education and Entrepreneurship PHD program, TheUniversity of the Incarnate Word, San Antonio, TX, USAPublished online: 18 Nov 2013.

To cite this article: Miguel Conchas (2014) Research possibilities for the 2014 FIFA World Cup inBrazil, Soccer & Society, 15:1, 167-174, DOI: 10.1080/14660970.2013.828600

To link to this article: http://dx.doi.org/10.1080/14660970.2013.828600

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Research possibilities for the 2014 FIFA World Cup in Brazil

Miguel Conchas*

International Education and Entrepreneurship PHD program, The University of theIncarnate Word, San Antonio, TX, USA

The FIFA (Federation Internationale de Football Association) World Cup is theworld’s biggest soccer tournament and is one of the largest international sportingevents. In 2014, Brazil will host the quadrennial FIFA World Cup for the secondtime in its history. Since this premier global mega-event involves much of theworld and Brazil is a major nation that seeks to assert its position internationally,the situation is optimal for exploring various issues. Scholars have examinedvarious aspects of the ongoing preparations. Researchers have several optionsworthy of exploration including, but not limited to, relevant social phenomena,the social, cultural, economic and educational impact, as well as the culturalpractices related to this mega-event. The aim of this literature review is to pres-ent some key areas that should be considered in regards to the 2014 FIFA WorldCup in Brazil.

Introduction

In this modern-day age of rapid advances in technology, it is rather daunting to tryto keep up with all of the things going on in the world. Today, however, our livesare connected globally through commerce and information technology more thanever before. One way in which the whole world is watching together is throughhuge sporting events like the Olympics and the FIFA World Cup.1

The FIFA (Federation Internationale de Football Association) World Cup is thebiggest soccer tournament on the planet.2 Due to soccer’s global appeal, the FIFAWorld Cup receives an enormous amount of exposure in various media and informa-tion sources. News reports and articles inform audiences about the tournament andinclude astronomical figures measuring categories such as profits, viewership andattendance, for example. Such statistics are purposely stated to reflect the globalpopularity of the FIFA World Cup. As the FIFA website states, ‘The FIFA WorldCup is the world’s most widely viewed sporting event’.3 FIFA goes on to point outthat ‘an estimated 715.1 million people watched the final match of the 2006 FIFAWorld Cup held in Germany’.4

Every four years these mega-events present a stage where athletes representing awide variety of countries and cultures compete on a global level. Such events areplanned years in advance and involve major financing to execute well. The budgetfor FIFA World Cup 2014 has been estimated at 9.8 billion dollars and that does notinclude security costs.5 The international community watches the process with aninsatiable appetite for the next game and the next host country. Years ago, theseevents were reserved solely to be hosted by the First World nations that had the

*Email: miconcha@student.uiwtx.edu

© 2013 Taylor & Francis

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economic vitality to viably stage them. In recent times, other countries and evendeveloping countries have been given the honour and responsibility of hosting themega-events. However, observers are asking if there will be, in fact, a positive last-ing impact for the developing country of Brazil.6 At the heart of their question iswhether this new practice is truly benefitting the people of those countries. Winningthe bid to host a FIFA World Cup Finals Tournament is considered an achievement;as Harris (2011) stated, in discussing South Africa’s experience in 2010, it ‘high-lights the importance of political symbolism and international recognition as motiva-tion for hosting such mega-events’.7 Winning the World Cup trophy itself isemblematic of a nation’s potential to be global victors in an age where conquest andbattles are thus metaphoric as compared to the imperial designs armies executed inthe past.

Background

The FIFA World Cup began in 1930 after the Olympic Games were designated to berestricted to athletes who were amateurs and not professionals. The first games wereheld in Uruguay where the host country team beat Argentina 4–2 in the final. Sincethen, it has been held every four years, except for 1942 and 1946 due to the SecondWorld War. Brazil is the only team to have participated in every World Cup and isthe most successful team, having won five World Cups, more than any other coun-try. The World Cup Finals consists of a month-long series of matches where 32teams compete for the Jules Rimet Trophy. To participate, national soccer teams playqualifying matches in the three years leading up to each World Cup Finals.

Brazil actually hosted the World Cup in 1950, and expected to win by assertingits unique, poetic style of play.8 The epic loss to Uruguay remains a tragic day inBrazilian sports history. Now, 2014 approaches and much has changed politically,economically, socially and globally. The landscape of international relations andsports is one that is different, but here Brazil, again will be able to host a competi-tion in its territory. Brazil is one of the BRICs, rapidly developing countries identi-fied by Jim O’Neill, chairman of Goldman Sachs, that are poised to assume greatereconomic power in the coming years.9 As such, Brazil now looks to the 2014 WorldCup and the 2016 Olympic Games in Rio de Janeiro, as opportunities to assert itselfas a capable nation that has matured to demonstrate its vitality on a global scale.

Brazil is also a country that has forged a national identity that resonatesincredibly with this international sport. Their players are exported to the top leaguesin Europe and are usually in conversations concerning the best professionals in thegame. With 2014 on the horizon, the country is putting a great deal of investmentand effort into providing ample infrastructure and resources to properly stage thesemega-events.

However, as Brazil goes forward in search of global prominence, this developingcountry receives criticism for doing so at the expense of its population’s social ills.The rampant poverty and crime in the favelas continues to be an issue. There arereports of inadequate infrastructure and education for the marginalized.

The World Cup is global and more so than any other sport. In 2006, accordingto FIFA, an estimated 2 billion viewers tuned in to watch the Italy–France final.10 Itserves as political and cultural capital with the most widely viewed relevance. Thepurpose of this literature review is to examine the process of how a modern-daydeveloping nation adapts to host a mega-event while today’s issues and challenges

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continue to need attention. I will examine some significant cultural issues and topicsthat should be considered when conducting research in Brazil during the 2014 FIFAWorld Cup. Such possibilities are important today because of the aforementionedacknowledgement that soccer is one of the most globally followed sports in theworld. The way the world comes together and stages this mega-event has majorimplications. On a micro-level, the FIFA World Cup affects the local communitieswhere it is hosted. From a macro-perspective, the FIFA World Cup exhibits a studyand practice in international relations between the nations of the world.

In an ever-increasing world of global and technological interconnectedness, theFIFA World Cup will continue to grow and so will Brazil. To examine the phenom-ena that occur there permits academic and intellectual reflection, to contributeknowledge that could assist FIFA and Brazil in fulfilling the highest aspirations thatare altruistically presented in their propaganda. The literature shows that scholars areinterested in a diverse set of issues. Some examine the FIFA World Cup from a criti-cal perspective, and others look for evidence of social responsibility. In addition,some focus on the fan experience, and/or the dynamics of nation, culture and iden-tity. As Geertz stated, culture ‘denotes an historically transmitted pattern of mean-ings embodied in symbols, a system of inherited conceptions expressed in symbolicforms by means of which men communicate, perpetuate, and develop their knowl-edge about and attitudes toward life’.11

Critical perspective

Thematically, some view the FIFA World Cup with a critical perspective. These seethis mega-event as a manifestation of globalization forces to be exerted over thosewithout power. They further contend that the astronomical costs are not acceptable.Moreover, this displays a lack of concern for the welfare of citizens. In other words,these mega-events are conceived and produced as privileged events for elite.Gaffney (2010) questions this unbridled investment in sporting infrastructure versusthe development of better social and educational programs.12 In his view, mega-events control the urban spaces and therefore social relations. FIFA will require mas-sively improved infrastructure and the construction of what Gaffney calls ‘sportiveconstellations’, that is, the ‘places, spaces, and the systems of flows that connectthem’ for these mega-events. He goes on to state that although FIFA claim topromote good values, it will, however, ‘really serve the dominant paradigm ofinternational sport and neo-liberal political economy’.13

FIFA does seem, in certain ways, to dictate in its dealings with developingnations that are hosting. For example, Ronquillo (2012) also points out that the lawof housing rights is being ignored. She adds that the lack of transparency shows thatthe Brazilian government ‘is more concerned with having an image as a big emerg-ing country than with the welfare of its citizens’.14 FIFA’s imposing actions on hostnations is also exemplified by the change to an alcohol ban during soccer games forthe duration of the World Cup in 2014.15 Bray (2011) criticizes FIFA and states that‘it is important to remember that FIFA and the Olympic Committee are not in thebusiness of developing economies – they are profit-driven organizations looking tosell tickets and promote sport globally’.16

There are others who are looking critically at what is happening in this WorldCup preparation. Nauright (2004) takes the perspective of global games as forces ofglobalization inequalities.17 Gaffney (2010) explains how mega-events (e.g. Rio

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Olympics) are installing temporary regimes of extra-legal governance and theseregimes are transforming the socio-space.18 Madeiro (2007) states that ‘FIFA tendsto favour its own interests and those of its sponsors’.19 Bray (2011) flatly advisesdeveloping countries to ‘forego the Olympic and World Cup glory and spend yourtaxpayers’ dollars on projects that will actually benefit them for the long term’.20

Other relevant issues about global soccer in general that have been exploredrecently are cultural literacy and the recurrence of racism in this world sport, forexample, in Spain and in England. Also of concern under this category are socioeco-nomic status and globalization, namely those who are not included, the poor and themarginalized. Women are not receiving as much coverage, and they may be evensubject to more discrimination.

Social responsibility and positive impact

On the other hand, there are those who advocate positively with regard to the upcom-ing FIFA World Cup, and they point to intercultural awareness as one of the benefits.This refers to the learning of other cultures that inevitably happens during the courseof the World Cup games. Torres (2011) that these mega-events ‘allow nations, andindividual contestants, to recognize and cooperate with each other in spite of theirdifferences but also opens up unique dialogical opportunities’.21 Related to the afore-mentioned intercultural awareness, are the concepts of transnationalism and cosmo-politanism. This refers to something bigger than just one nation. Giulianotti andBrownell (2012) say that ‘because sport provides a space for the forging of transna-tional connections and global consciousness, it is increasingly significant withincontemporary processes of globalization and the making of transnational society’.22

The mega-event also offers an opportunity for social change and political dialogue.Also of note is the impact on innovation. From the way the games are televised,

for example the advances in 3D technology, to the planning and preparations intothe actual staging of the events, there is an opportunity for the host country to exhi-bit its creativity and skill. By doing so, it further promotes a national image for thehost country. Related to the positive that can come from the attention placed on soc-cer and its heroes, Ribeiro (2008) examines how non-profits established by the soc-cer stars are positively impacting certain communities.23 This is a trend seen inother major sports like basketball and football. From a very pragmatic perspective,Magalhaes et al. (2009) explore how a mega-event like the FIFA World Cup is stim-ulating rapid change with regard to information and communication technologiesand e-government initiatives that ultimately may benefit the society at large.24

Fan experience

Others focus on the experience of a football fan at the FIFA World Cup. In manyways such an event represents a once in a lifetime pilgrimage to this apogee ofmega-event spectacles. As such, focus on the supporter experience can provideinsight that could lead to improvements in the future. Frew and McGillivray (2006),in a case study, examined fan perspectives at the designated public Fan Parks ofGermany’s FIFA World Cup in 2006.25 In a way, their work demonstrates how thesedesignated celebration areas contributed positively to the overall FIFA World Cup.Also present at the 2006 FIFA World Cup in Germany, Curi (2006) presents anethnography of Brazilian fans there.26 This study serves to characterize a real

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segment of society that participates directly by attendance. Qualitative studies thatpresent the fan experience serve to bring a human meaning and understanding of thespectator’s perspective.

Infrastructure

One major influence on the spectators’ perspective attending the 2014 FIFA WorldCup in Brazil will be the infrastructure available for transportation to and from thestadiums. Practically speaking, the preparedness of Brazil or any host country is anundertaking that presents complex challenges. Different researchers are examiningdistinct aspects of those challenges. Hagen (2011), for example, presents a look atthe issues of bus rapid transit and bicycling lanes in Rio de Janeiro.27 Hagen asks ifRio de Janeiro will deliver positive results for another upcoming mega-event, the2016 Olympics. He states ‘officials have already announced plans to hold the green-est Olympics ever, offsetting the event’s carbon footprint by planting 46,000 trees,but the main challenge lies in creating lasting infrastructure that will improve thecity for decades to come’.28 He also mentioned that by the year of the World Cup,bike lanes will be doubled from 150 to 300 km in Rio de Janeiro.

Brazil

The host country of Brazil itself offers fascinating subjects related to the World Cupthat are worthy of research. There are those scholars that observe issues related toBrazil, that is Brazil’s identity and culture. Many know of the serious nature of therelationship between Brazilians and soccer. ‘It is possible to change wives, politicalparties, religion and even sexual orientation, but changing teams is unacceptable’.29

Yet, there is a commonly revered style of play that recurs in the literature and con-sciousness of the public. Maranhao and Knijnik (2011) explored Gilberto Freyre’sidea of ‘futebol mulato’ which is a primal concept still revered today in this countryso engrossed in football.30 Futebol mulato refers to the unique style of poetic soccerthat is produced in Brazil from the mixing of cultures and races. For that matter, theway a national team plays can say a lot for the identity of a country. Maranhao andKnijnik (2011) note how Freyre’s notion of ‘futebol mulato’ became a symbol of‘racial democracy’ that is unique to Brazil.31 Today, those ideas are still very relevantto the country and get mentioned repeatedly in the press. Natali (2007) also devotesdiscussion to the definition of Brazilian futebol (Portuguese for soccer or football),examining more the exact style of play which is ‘a mode of existence based on plea-sure, play, improvisation, excess and the appreciation of the aesthetic. . . Short passesand dribbles, then are plentiful, and collective strategy is secondary to individualtechnique’.32 This individual technique, which is revered, seems to be conceptuallyconnected to another noted characteristic of the Brazilian cultural identity, the jeitin-ho. Barbosa (1992) states that the jeitinho ‘can be defined, in a very broad sense, as afast, efficient, and last-minute way of accomplishing a goal by breaking auniversalistic rule and using instead one’s informal social or personal resources’.33

Cultural analysis of FIFAWorld Cup

The FIFA World Cup is a very global and cultural event. ‘The need for culturallycompetent research is now urgent in view of the fact that current social and health

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policies in many developed countries attempt to address the needs of multiethnicpopulations’.34 Brazil is a country that has grown to be one with a significant multi-ethnic population. Though sometimes touted as a success in terms of racial and eth-nic harmony, there is still work to be done, as Brazil’s former Minister of Cultureindicates regarding culture and the upcoming FIFA World Cup: ‘Sport is part of thiscultural setting and we hope that these mega events may serve to include and makecitizens feel included in this process. . . it is an opportunity for us to think not justthat Brazil is going to receive tourists, but it is an opportunity for us to get to knoweach other better’.35

The performance of the game offers still more opportunities for research. Forexample, in discussing the variety of actions displayed by goal scorers, Turner(2012) perceives ‘the celebration not only represents the organic joy of havingscored a goal, but also an opportunity to disrupt the capitalist logic or make a politi-cal statement’.36 Even the nicknames say a lot about the game. On the psychologicallevel, some might say it offers a constructive outlet for displaying the desire to con-quer and win a war; as Awad (2012) states, the “‘actual’’ uses of nicknames presup-pose an ‘‘underlying’’ metaphor, namely THE FOOTBALL MATCH IS A WAR orTHE PLAYERS ARE FIGHTERS’.37 As such, researchers can follow theseexamples to examine other aspects of the 2014 FIFA World Cup in Brazil.

Conclusion

In summary, the upcoming 2014 FIFA World Cup in Brazil presents manyopportunities for research. The FIFA World Cup is the biggest soccer tournament onthe planet. The upcoming 2014 FIFA World Cup in Brazil is already being examinedfrom various aspects as preparations are ongoing. Among the various topics worthyof exploration are the critical perspective, social responsibility and positive impact,the fan experience, infrastructure, Brazil and cultural analysis of the World Cupitself. Researchers have a variety of options to explore the phenomena, the impact,and the cultural practices related to this quadrennial mega-event.

Notes1. FIFA, FIFA World Cup™ - fifa.com.2. FIFA, FIFA World Cup™ - fifa.com.3. FIFA, FIFA World Cup™ - fifa.com.4. FIFA, FIFA World Cup™ - fifa.com.5. De Melo, ‘Experiences from World Cup 2010 in South Africa: First Thoughts about

Implication for Brazil 2014’, p. 59.6. Bray, ‘The Curse of Good Hospitality: Why Developing Countries shouldn’t Host

International Sporting Events’.7. Harris, ‘Mega-events and the Developing World: A Look at the Legacy of the 2010

Soccer World Cup’, p. 419.8. Page, The Brazilians, p. 387.9. O’Neill, ‘Building Better Global Economic BRICs’.10. Markovits and Rensmann, Gaming the World: How Sports are Reshaping Global

Politics and Culture.11. Geertz, The Interpretation of Cultures, p. 89.12. Gaffney, ‘Mega-events and Socio-spatial Dynamics in Rio de Janeiro, 1919–2016’.13. Gaffney, ‘Mega-events and Socio-spatial Dynamics in Rio de Janeiro, 1919–2016’, p. 8.14. Ronquillo, ‘The 2014 Brazilian World Cup: Consequences and Legacies’, p. 72.15. Caetano et al., ‘Should Soccer and Alcohol Mix? Alcohol Sales during 2014 World

Soccer Cup Games in Brazil’.

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16. Bray, ‘The Curse of Good Hospitality: Why Developing Countries shouldn’t Host Inter-national Sporting Events’, p. 101.

17. Nauright, ‘Global Games: Culture, Political Economy and Sport in the GlobalizedWorld of the 21st Century’.

18. Gaffney, ‘Mega-events and Socio-spatial Dynamics in Rio de Janeiro, 1919–2016’.19. Madeiro, ‘Sport and Power: Globalization and Merchandizing in the Soccer World’,

p. 290.20. Bray, ‘The Curse of Good Hospitality: Why Developing Countries shouldn’t Host Inter-

national Sporting Events’, p. 101.21. Torres, ‘Morally Incompatible?: An Analysis of the Relationship between Competitive

Sport and International Relations at the Olympic Games’, p. 13.22. Giulianotti and Brownwell, ‘Olympic and World Sport: Making Transnational Soci-

ety?’, p. 214.23. Ribeiro, ‘When Success Becomes a Collective Asset: Social Projects of Former Brazil-

ian Soccer Players’.24. Magalhaes et al., ‘Will the Soccer World Cup of 2014 Help Bridge the Social Gap

Through the Promotion of ICT and E-government in Brazil?’.25. Frew and McGillivray, ‘Exploring Hyper-experiences: Performing the Fan at Germany

2006’.26. Curi, ‘Samba, Girls and Party: Who were the Brazilian Soccer Fans at a World Cup?

An Ethnography of the 2006 World Cup in Germany’.27. Hagen, ‘Will Rio Win, Place, or Show?’.28. Hagen, ‘Will Rio Win, Place, or Show?’, p. 27.29. De Melo, ‘Experiences from World Cup 2010 in South Africa: First Thoughts about

Implication for Brazil 2014’, p. 51.30. Maranhao and Knijnik, ‘Futebol Mulato: Racial Constructs in Brazilian Football’.31. Maranhao and Knijnik, ‘Futebol Mulato: Racial Constructs in Brazilian Football’.32. Natali, ‘The Realm of the Possible: Remembering Brazilian Futebol’, p. 273.33. Barbosa, in Hess and Damatta, The Brazilian Puzzle, p. 36.34. Liamputtong, Doing Research in a Cross-cultural Context: Methodological and Ethical

Challenges, p. vii.35. Brazilian Government, Cultural perspectives for the World Cup in debate.36. Turner, ‘From ‘‘Pats on the Back’’ to ‘‘Dummy Sucking’’: A Critique of the Changing

Social, Cultural and Political Significance of Football Goal Celebrations’, p. 14.37. Awad, ‘What’s in a Nickname? Nicknames and Identity in the 2010 Football World

Cup in South Africa’, p. 73.

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