2010 Soccer World Cup: A South African Student perspective

The advertising around the 2010 Soccer World Cup was constructed around the ideas of a local, united identity and used the event as a platform to promote and sell this idea more effectively. Media studies involve interpreting and understanding the effects that the media have on audience actions and reactions to the representations that they are exposed to in the media. Therefore this book analyses four specific South African advertisements aired before and for the duration of the 2010 Soccer World Cup. It further explores whether or not these advertisements played a role in increasing student perceptions and participation around the event. In doing so the research uncovers whether or not these advertisements interpellated the audience and promoted a sense of patriotism and national identity during that time among a sample group of students at the University of KwaZulu Natal, Pietermaritzburg campus.

Autorentext

In 2009 Nicole John obtained her Bachelor of Social Sciences Degree in Media and Cultural Studies and Marketing from the University of KwaZulu Natal in Pietermaritzburg. She then studied and obtained her Bachelor of Social Sciences Honours Degree in Media and Cultural Studies in 2010. She is currently persuing her career in the Media field.