Media as International Actor

Feature Article

Global Media Events: enhancing soft power

By Alexander Klein

Global Media Events such as the World Cups are some of the most widely covered events in the media, drawing millions of viewers worldwide. Hosting a GME can provide a perfect stage to improve a country’s soft power. Soft power, a country’s desire to enhance its image on a world stage, is key to a nation’s foreign policy. Although a GME may be viewed as glamorous and glorified sporting event, the implications it can have on a country are extremely important. Hosting a GME can be profitable or disastrous for a country. The media plays a key role in determining if an event will be a great success or a devastating failure.

Many had doubts when South Africa was chosen to host the 2010 World Cup. But where the world was skeptical, South Africa was confident. They saw it as the perfect opportunity to change their image in the eyes of the world. Due to apartheid, South Africa was a place full of poverty, racism, and civil unrest. South Africa wanted to take advantage of the intense media coverage to change its image.

However, it would not be easy. Media coverage was filled with criticism, with reports saying Africa would not be able host the games. Many writers, such as Mark Geviser of the New York Times, recognized the implications; Geviser quoted Arch Bishop Desmond Tutu saying South Africa’s successful hosting of the World Cup was “as important as Obama getting into the White House.” However, even though the importance was recognized, the rest of the article doubted if South Africa could handle the economic and safety burdens. Many articles, such as a piece in USA Today, offered alternative World Cup locations if South Africa could not host the games.

While media skepticism is normal leading up to any GME, it seemed to be escalating quicker in South Africa’s case. The media focused on issues like the completion of stadiums, and the placement of these multi-million dollar constructions in South African slums. Even after they had proven they were going to get the stadiums done in time, the media still found negative issues to talk, about such as ticket sales. In another New York Times article by Celia Dugger, she talks about how ticket sales were extremely low because the South African locals did not have credit cards to buy the tickets online.

While most GMEs are occurring, the media focuses on their own country’s performance and less on the host country. Post-GME reporting is also very important. The media tends to reflect on how the event went, and it can be a key point where the media either legitimize the host nation as a viable host or reject the state, its culture, and its ability to compete on a world stage.

For South Africa, the World Cup was a huge success in the sense that it changed the world’s view of the country. Post-GME headlines praised the country for coming together to work as one nation to host a great event. Instead of focusing on crime, corruption, and racial segregation, the media tended to focus on the accomplishments of hosting a successful World Cup. In an article in the Economist, the author quotes the president of FIFA (the global governmental body for soccer) giving South Africa a 9 out of 10, and saying he would back the country for a possible bid at hosting the Olympic Games. Although South Africa still struggles with social and economic problems, the world now views them as a legitimized nation, who has overcome great trials and is now a country that is capable of hosting important events such as the World Cup.