‘Discursive Interpretations of Cultural Symbols in Mega Sporting Events: The Case of Messi’s Bisht at the 2022 World Cup’

Abstract

This study examines the dominant narratives and media frames surrounding the moment when football celebrity Lionel Messi wore a bisht during the World Cup 2022 crowning ceremony. Employing a frame analysis approach, the research seeks to uncover the discursive meanings tied to this moment, which is heightened by national identity and nationalism in the context of globalized sport across international media platforms. A corpus of 25, 208 words from 59 online news articles was analyzed. At a macro level, the articles were largely framed within themes of conflict, controversy, criticism, and public and media reactions. The findings, which include specific cultural, national, political, economic, and identity frames, offer valuable insights into the complexities of globalization, nationalism, and cosmopolitanism in mega sporting events. Through discursive interpretations, this study provides a nuanced understanding of cultural exchange and identity issues in the globalized world of sports. Global media portrayed Messi’s bisht moment both positively (as a symbol of honor and respect) and negatively (as an instance of identity exploitation for cultural publicity). The study also reveals that Qatar was perceived as leveraging the event for national branding. Notably, nationalism and ideologies emerge as critical factors in media framing of mega sporting events.