A Theoretical Analysis of South African Identity and Audience for the 2010 FIFA World Cup

• In Event: A Theoritical Examination of Globalization, Identity, and Branding

Abstract

Through the application of Appadurai’s (1996) conceptions of the global culture and Smythe’s (1981) “audience commodity” this paper analyzes South African identity and the role of the world soccer governing body, FIFA, in promoting the 2010 World Cup. Using literature concerning identity and political economy, the paper discusses a renewed sense of South African identity and analyzes the economic motivations of FIFA and the contribution of South African media to critical consideration of the event.

Author

• Andrew Carlson, Ohio University