Abstract
National identity is related to the specific context and countries concerned with nation-building, and large-scale sporting events can present unique occasions to strengthen common bonds. As such, the aim of this study was to determine the multiple and multi-level identity constructions of soccer fans against the socio-political dynamics and mediated messages of nation-building and the then emerging wave of pan-Africanism pertaining to the 2010 FIFA World Cup. A mixed-method approach was followed as various components were investigated at different social levels. At the micro-social level, semi-structured face to face interviews were conducted. At the social meso-level, a social identity survey was administered and at the macro-level, a media content analysis was performed. Results indicated that at the micro-level, personal, as well as social identities were forthcoming. At the meso-level, sporting identities in the form of first, second and third sporting identities were established, with the strongest sporting saliences for Spain, Ghana and Brazil, in addition to South Africa, due to it being the host nation. The main national identities identified at the macro-level were those of Europeans, Africans and South Americans. South Africa’s identity as a host nation was constructed simultaneously by both positive and negative identity constructs. Both the General National Pride Index (GNPI) and the specific achievement scale were associated with a high national pride. A strong mediated ideological focus was found promoting success, unity (nationhood) and pan-Africanism. Furthermore, Africa and South Africa’s ability to gain international acceptance/recognition was demonstrated. With regard to deictic and visual referencing symbolic of banal nationalism, the study found a clear juxtaposition between the national/African ‘us’ versus the other/international ‘them’. The present study not only identified the multitude and specific factors influencing national pride in promoting an individual’s national identity, but it additionally identified a specific type of ‘banal Africanism’ towards the continent and people of Africa during the 2010 FIFA World Cup.
D.Com. (Sports Management)