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Russia’s Image Latin America During the 2018 FIFA World Cup (Based on Regional Television Broadcasts Dedicated to the World Cup in Russia)

2019; RELX Group (Netherlands); Linguagem: Inglês

1556-5068

Kristina Buynova, O. L. Kraev,

Media Studies and Communication

In an increasingly globalized world professional sport inevitably becomes more politicized and is frequently used as a means of manipulation influencing enormous groups of people. Hosting such a significant sporting event as the FIFA World Cup puts a country in the center of global attention and makes it the subject to international community’s assessment. The organization, equipment, level of security, teams’ preparedness and performance, hospitality of local population – virtually every aspect of a “sporting celebration” turns out to be a factor that shapes the image. This study is aimed at assessing the evolution of Russia’s image during the course of the FIFA World Cup 2018 through the cycles of specialized TV-programs on Latin American channels. This is an imagological study analyzing a large volume of audio and visual material. In this study, analyzed the Revista Mundialista of the Costa Rican channel Teletica, Camino a Rusia of the popular university channel Litus TV (Argentina), De la Mano del Diez of the largest Venezuelan and Latin American channel TeleSur, La Jugada del Mundial of the Mexican Televisa, as well as a series of programs of the Colombian Gol Caracol. Given the nature of the sources, the methodology of work includes audiovisual analysis, a systematic method and structural-functional analysis, a typological method. According to FIFA official data released in December 2018 after a comprehensive study by Publicis Media Sports and Entertainment (PMSE), more than 355 million viewers watched the cup in South America. In anticipation of record ratings, just before football matches of the Cup, national channels broadcast entertaining and educational programs dedicated to the World Cup and the country hosting it. Analyzing these programs, identified the main topics of interest to Latin American viewers, the existing stereotypes about Russia and the unexpected new things that discovered for themselves. The general conclusions are as follows. The Russians surprised foreigners not only with a careful attitude to public property, but also with friendliness and openness. Costa Ricans were rather looking for a model to follow and things to learn from Russia, while Mexicans were looking for similarities. Argentines were self-enclosed, and if found common features, then on the principle of they have what have, rather than we have that too. The influence of a worthy performance by the Russian team on the image of the country cannot be considered significant. The creators of the Russian image-making campaign should not have illusions: if the Latin Americans perceived any part of the campaign, certainly ignored our great history, didn’t appreciate the multilateral approach, nor admire the richness of our culture. In their memory will remain gold and marble, order, and friendliness of the Russians. As an instrument of soft power, this perhaps makes sense.