Before and after the vuvuzela: identity, image and mega-events in South Africa, China and Brazil

Abstract

Focusing on recent and upcoming mega-events in South Africa, China and Brazil, this paper contrasts and critiques the associated image and identity opportunities and risks, as well as comparative motivations for hosting such events. Accordingly, the paper considers the 2010 World Cup in South Africa, the 2008 Beijing Olympics and the scheduled 2014 World Cup and 2016 Rio de Janeiro Olympics in Brazil. In the context of an increasing number of mega-events being hosted in the BRICS (Brazil, Russia, India and China; South Africa is to join), the paper provides broader continuity and introduces a broader research agenda.

Keywords:

• mega-events
• identity
• image
• South Africa
• China
• Brazil
• Olympics
• World Cup

Notes

1. Email: [email protected]

2. Email: [email protected]

3. See Bass (2009) for a brief discussion of literature on imaging and identity linked to mega-events, with reference to Africa.

4. Key issue of concern and debate following the World Cup.

5. Reports on the success of the Commonwealth Games are overwhelmed by the negative. For example, initiating a search of ‘India commonwealth games’, when reaching ‘India common’, in addition to ‘India commonwealth’ Google prompts the searcher to search, in order, to:

• India commonwealth games – 3,350,000 results

• India commonwealth games payment – 6,110,000

• India commonwealth games disaster – 206,000

• India commonwealth games success – 516,000

• India commonwealth games problems – 853,000

• India commonwealth games corruption – 431,000

It is interesting that no such outcome arises when searching for ‘South Africa football’ or ‘South Africa world cup’.

6. For a discussion about Durban and its identity prior to the World Cup, see Bass (2009).

7. This is the title of an analysis of readership profile undertaken by the International Herald Tribune, which is owned by the New York Times. It is selected because it so succinctly makes the point that certain media are perceived as authoritative and are influential to economic decision makers.

8. See http://en.wikipedia.org/wiki/2008_Summer_Olympics [Accessed 9 September 2010].

Additional information

Notes on contributors

Orli Bass

1

Thomas Bassett

2