Two Events, Two Brazils: A Critical Discourse Analysis of the FIFA World Cup and the Olympic Games

in International Journal of Sport Communication

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Diego Monteiro GutierrezFaculty of Physical Education, University of Campinas, Campinas, Brazil

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Marco Antonio Bettine de AlmeidaSchool of Arts, Sciences and Humanities, University of São Paulo, São Paulo, Brazil

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Gustavo Luis GutierrezSchool of Arts, Sciences and Humanities, University of São Paulo, São Paulo, Brazil

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Zack P. PedersenSchool of Public Health, Indiana University, Bloomington, IN, USA

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Antonio S. WilliamsSchool of Public Health, Indiana University, Bloomington, IN, USA

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The current investigation uses critical discourse analysis to compare how international media entities portrayed Brazil in the 2014 FIFA World Cup and the 2016 Summer Olympics. The aim of the study was to understand how the specific characteristics of each event impact the media discourse and influence the portrayal of the host country. In this sense, the research concluded that the popular appeal of the event and the historical relation of the country with the sport have a profound impact on the type of coverage. Also, historical aspects and the diversity of athletes in the Summer Olympics contributed to a coverage more focused on the social issues of the host country. In the Brazilian case, this resulted in a more positive view of the country from the FIFA World Cup than the Summer Olympics.

Pedersen (zackpede@indiana.edu) is corresponding author.

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