This paper examines how national football teams are described and presented on national communication websites in the countries of Denmark, England, Spain and Argentina. The goal of the research is to gain general knowledge about these countries’ presentation of their national football teams and see how that corresponds with national culture values. The beautiful game of football is played all over the world, and national teams of every nation represent their country when they compete on the field. The sport is the most popular in the world and it is interesting to investigate, to which extent national values and national team values correspond. My quantitative research is based upon two news related websites from each of the four countries listed above. One of the websites is the homepage of the official football association while the other one is an independent website with football news. With two such different websites the thesis will present the results from two different points of view. The analysis material covers national team related news from a three-month period of 2015 (September, October, November) on all eight websites. This results in a total of more than 2300 news items used in the research. Through the listing of ten variables, all of them inspired by theoretical considerations, the research has looked into the content of the news that regards the national teams. When it comes to national team related news the thesis investigates the following contradicting variables: men/women, individualism/collectivism, short term-/long term orientation, positivism/negativism and humour, which stand for itself. These discourses are inspired by national culture theory by Geert Hofstede, whose broad investigation discovered different sets of values in countries all over the world. By implementing his results I can compare my own research on national football culture with his national culture, and get a better understanding of these countries’ psychological distance between nation and football.
|Educations||MA in International Business Communication (Intercultural Marketing), (Graduate Programme) Final Thesis|
|Number of pages||130|