The force of the national rhetorical arena: Voices in tune against a disrespectful foreign sponsor

Highlights

•	Media text analysis of sponsor crisis communication in a national rhetorical arena.
•	National rhetorical arenas project powerful voices during mega sports events.
•	Threats to public’s national identity are stressed in the national rhetorical arena.
•	The force of the national rhetorical arena is a threat to foreign sponsors.
•	Foreign sponsors must respect national identity feelings of their sponsee’s public.

Abstract

This article examines how a public relations crisis in the sport realm develops when national identity issues are at stake. Based on the media coverage of the All Blacks Rugby World Cup jersey crisis, and drawing on the concept of rhetorical arena, we explore Adidas's crisis communication strategies, identify and summarise the responses, actions, and interactions of various parties involved in the crisis. We consider how these parties influence the development of the crisis in what we call the ‘national rhetorical arena’. The article illustrates the power of the national rhetorical arena and its many voices to align over issues of national identity against a foreign sponsor making use of a national icon. When sponsoring national sport teams, foreign sponsors need to be aware they are only borrowing, not appropriating, important signifiers of national identity. They should make sure they do not impede the national public’s perceived entitlement to their national icons as any act of disrespect towards national identity is felt very strongly. In a crisis, they need to identify the potential voices in the national rhetorical arena, not underestimate the role of national media to shape and bring together these voices, not downplay the power of the national public, and not underestimate the strong undercurrent of nationalism especially during sport mega events.

Keywords:

• Crisis
• Rhetorical arena
• National identity
• Respect

Notes

1 For example, the ‘Captains’ or the ‘Black’ campaigns were designed to articulate Adidas’s understanding and respect for the historical and cultural legacy of the All Blacks and their jersey (see Motion et al., 2003; Scherer & Jackson, 2007).

2 Much research has shown that media has an agenda setting function (Altheide, 2000) and we do not suggest the media was neutral. Indeed, from the beginning of the crisis, it was consistently attacking and challenging Adidas, relaying their mishandling of the crisis and endorsing the New Zealand public’s anger.

3 http://https://www.facebook.com/groups/boycott.Adidas.nz/.

4 Aotearoa is the Māori name for New Zealand.

5 At this point in the crisis, Farrell’s boycott site had “more than 4000 followers, some of whom state they will never buy Adidas again” (“Adidas boycott campaigners,” 2011).