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41Воздействие спорта на имидж страны
на примере чемпионата мира по футболу 2018 г. в России
Мартыненко Станислав Евгеньевич
к.и.н., доцент, кафедра теории и истории международных отношений Российского Университета Дружбы Народов, emartynenko@mail.ru
Пархитько Николай Петрович
к.и.н., доцент, кафедра теории и истории журналистики Российского Университета Дружбы Народов, scharnchorst@mail.ru
Статья посвящена изучению имиджевого фактора спорта на примере Чемпионата мира по футболу в РФ в 2018 году. ЧМ-2018 является хорошей иллюстрацией того, как позиционирование государства на международной арене в период проведения крупного спортивного мероприятия проводится на двух уровнях. С одной стороны, имидж принимающей страны становится более «интернационализированным». С другой стороны - граждане страны-хозяйки первенства получают возможность по-новому оценить имидж своей страны (если, конечно, они этого пожелают). Комментарии в соцсетях, а также простые отзывы зарубежных болельщиков, посетивших ЧМ-2018 в России, свидетельствуют о крайне позитивном их восприятии как страны, так и россиян. Неожиданно успешное выступление российской команды дало стране дополнительный повод для национальной гордости. Согласно опросам общественного мнения, порядка 60% россиян уверены, что прошедший ЧМ-2018 положительно повлиял на имидж России в мире. При помощи методологии социологической и политической наук в настоящем исследовании будет рассмотрен феномен воздействия спорта на имидж страны, принимающей крупное международное соревнование.
Ключевые слова: спорт, Кубок мира, Российская Федерация, футбол, имидж, СМИ, общество.
International mega-events - that is, large-scale, widely-publicized events that cause massive interest and emotional involvement - always give the host country a unique opportunity for national branding. Therefore, many countries so seek the right to host the Olympics or the World Cup. Mega-events also include the Eurovision Song Contest or Expo (World Exhibitions), held in an unchanged format, but with a change in location. However, the only thing that ensures the very nature of the event is the focused attention of a huge audience. How can these "spotlights" be used? There are various ways to do this:
- to advertise the strengths of national identity.
- to attract tourists.
- to destroy negative stereotypes (not instead, but after real reforms, if stereotypes are not unreasonable).
To accomplish these tasks, many PR techniques, commercial branding, symbolic actions (including creating a visual identity) are used - official statements are made, brand ambassadors are involved, etc. Most often, a megaevent can affect the overall perception of the country or city of the event and the travel brand. Attraction of investments, talents and promotion of goods are tasks much less relevant to the emotional, festive nature of mega events.
By the time the 2018 World Cup began, Russia's international image was controversial. Many observers expressed the view that Russia was "stuck" between its past and present image. Western experts in the vast majority of cases study Russia in terms of its impact on the geopolitical situation. There is very little research from a "user" point of view: how attractive Russia is for visiting, for study, for work.
Let's research some statistical indicators in the years preceding the championship. In 2012, the Country Brand Index (CBI) ranked Russia 41st out of 50 in terms of all aspects of its image. According to the "Sporting Achievement" criterion, it ranked 6th, but ranked 42nd in the "Contribution to International Peace and Security" criterion. The indicators of perceiving the country as hospitable were also low. The "average temperature in the hospital" differed depending on the nationality of the respondents: the Turks put Russia in 13th place, Poles in 49th [5]. The same situation is observed in other measurements, for example, from the Pew Research Center (USA): there are media figures which, upon closer examination, turn out to be the sum of contrasting points of view on Russia depending on the region, age and political preferences of the respondents. In the spring of 2018, a public opinion poll from the Pew Research Center in 25 countries showed that average global public opinion considers Russia's global role to have increased over the past ten years. 34% expressed a positive attitude towards Russia.
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Regarding the country's attractiveness for foreign investment, Standard & Poor's upgraded Russia in February 2018 and later confirmed it, believing that the Russian economy is able to withstand the negative consequences of hypothetic new international sanctions [14].
Another facet of Russia's image is attractiveness to "talents," that is, qualified foreign workers and students - it is difficult to evaluate using generalized ratings. In a number of countries - primarily developing ones, but also among BRICS colleagues - the prestige of Russian higher education is high. Moscow State University Lomonosov -33rd in The Times Higher Education World Reputation Rankings (2018). 22% of MSU students are foreigners [11]. Russia is not the first country of choice for qualified specialists, but it is known that since the mid-1990s Moscow has experienced an increase in the influx of expat managers and foreign specialists attracted by more than competitive salaries.
Regarding branded exports, the image of "Made in Russia" products, leading expert on the theory of national branding, Kate Dinni, noted that Russia has not used this strategy enough. Political scientist Gregory Simons believes that associations with the Soviet past are too stable: "Such well-known brands and products as Pravda, the Bolshoi ballet, satellite, Kalashnikov, Faberge and vodka contribute to strengthening the symbols of culture and aggression" [9]. Gazprom is known to the world, but this is from the field of politics, not consumption. Among the innovative products that can be purchased, we name Kaspersky Anti-Virus.
Regarding the Russians' perceptions of themselves, there are interesting and rather contradictory measurements. The already mentioned Pew Research Center study in the spring of 2018 showed that Russians consider themselves to be an influential nation: 72% of Russian respondents consider Russia's role on the world stage more significant than 10 years ago [12].
Let's look at what constituted a "tourist brand" of Russia, its image as a destination for tourist trips. In the past 10 years, the authorities have expressed a clear intention to develop inbound tourism, but it has never been a strategic direction. Known difficulties along this path include infrastructure problems, a low level of services outside the capitals, and poor knowledge of English in Russia. The visa regime, which is relatively complex, also does not facilitate Russia's international competition for the traveler. In 2011, tourism accounted for 2.5% of GDP. In 2017, according to the UN World Tourism Organization (UNWTO), 22.5 million tourists from abroad came to Russia - about the same as in 2010 [15]. Russia, as we can see, has always had weak positions in tourist attractiveness ratings.
Some potential strengths of the Russian travel brand are not known at all. For example, Russian cuisine: having rich, special and varying gastronomic traditions from region to region, the country does not advertise its food. A study of territorial branding in Central Russia showed the absence of any gastronomic information in most official promotional materials of regional tourism departments [4].
St. Petersburg is traditionally perceived abroad as a model for other Russian cities in attracting foreign tourists and in investing in improving infrastructure and service. It is also believed that Tatarstan with its combination of Muslim and Orthodox cultures, Veliky Ustyug, already famous in Russia, but not beyond its borders, and the Golden Ring
are also worthy of tourist branding. One can add the volcanoes of Kamchatka and Baikal, known to a narrow circle of active tourists, to this list.
Commenting on Russia's international image in the previous ten years, officials emphasized the distortion of Russia's image by biased foreign media. As Vladimir Lebedenko (then the head of the department at the Ministry of Foreign Affairs) noted in analyzing the Russian case in the classic book on national branding, "the real co-authors of the untrue image of Russia are the Western media and information centers (...) It is noteworthy that opinion polls show: ordinary residents of Western countries are much better towards Russia than their elites, especially the media " [9]. Such was the common position in the mid-2000s, when active work began on building the image. In 2005, the Russia Today (now RT) television network was organized in order to broadcast the Russian point of view on the most important world events. Sputnik news agency has the same goal with content in many languages. The RBTH project produced applications for major publications around the world.
External consultants were also involved in building the image of Russia. Ketchum PR Agency in 2006-2014 promoted Russia as "a country with a favorable climate for foreign investment." In 2008, Rossotrudnichestvo was founded, a federal agency whose mission is to provide an "objective perception of modern Russia" in the world and strengthen a positive attitude towards it. The Skolkovo project, figuratively referred to in some media as the "Russian Silicon Valley", should contribute to the image of Russia as a high-tech power.
Increasing "soft power", Russia consistently hosted the summits of international organizations and major international events. In many official statements by officials, including regarding the 2018 World Cup, Russia is directly described as an open, hospitable, rapidly developing country with a rich heritage. Over the past few years, Russia has consistently invested in international sporting events: the Universiade 2013 in Kazan, the 2014 Winter Olympics in Sochi, and the 2016 World Hockey Championship in 2016.
The Russian authorities clearly saw the image-making opportunities of sports competitions, primarily the Olympics and the 2018 World Cup. And the Russian population was the same opinion. Before the Sochi Olympics, respondents in a VTsIOM poll said they expect this event to increase the country's prestige (52%), the development of sports (48%), and the growth of national identity (26%) [10].
Given how little the world knew about Russia, the main image function of the 2018 World Cup was to be raising the general public's awareness (awareness-raising) about Russian realities, with the accompanying goal of breaking down "Russophobic" stereotypes in Western media. Of the economically significant effects of the World Cup, an increase in inbound tourist flow was expected. These expectations were interpreted by the Western media as a state goal to give friendliness to the image of Russia. So, some analysts called the 2018 World Cup "a show to refute Western ideas about Russian gloom and brutality."
The British newspaper Guardian wrote during the bidding campaign: "The country, and its leader in particular, really wanted to take advantage of this boom (economic growth, strongly associated with record prices for oil and other resources) in order to re-establish itself as a world power. The right to host the World Cup, which will be seen by hundreds of millions of people around the world, would
certainly help to root this idea, demonstrating strength and stability" [16].
The international opinion poll from Ipsos recorded a generally positive attitude towards the 2018 World Cup in Russia. 56% of respondents agreed with the statement "I began to think better about Russia, since it is hosting the World Cup"[8].
The so-called symbolic actions in the case of mega-sporting events are expressed in visual symbolism and in shows at the opening and closing ceremonies of competitions that are symbolic in nature.
The controversial emblem of the 2018 World Cup has remained in the memory of many. According to the official description, she depicts the cup itself and the ball in motion; and also symbolizes space exploration, icon painting and a love of football. It was supplemented by a decorative font "Soul" in the old Russian style, specially developed by the same Portuguese design agency. According to V. Mutko, the Minister of Sports at that time, the source of inspiration for the logo was rich Russian art traditions and the history of ambitious achievements and innovations, and FIFA President Sepp Blatter said that the logo reflects the "heart and soul" of the country. The intricately staged presentation ceremony of the emblem began with the Russian astronauts who showed the world the logo on the air from the ISS, and then the image of the emblem was projected onto the facade of the Bolshoi Theater and shown on the evening air. The symbolism is obvious: it implies Russia's leadership in space and its world-famous classical ballet. Then the official ball of the Championship was in space.
At the opening ceremony of the 2018 World Cup, the message of the equalness of the world (in this case, world mass culture) and Russian was clearly broadcast. World-class pop star Robbie Williams sang both solo and duet with Russian opera diva Aida Garifullina. The supermodel Natalya Vodyanova was also actively involved in the ceremony - she has long been part of the world elite, but does not forget her roots.
The opening match, in which Russia defeated Saudi Arabia with a score of 5-0, was widely favored by international media, complimenting the level of organization and the game of the host team.
Since there was a great diplomatic conflict between Russia and Britain during the 2018 World Cup, there were no officials from this country at any of the tournament events: a boycott. At the opening ceremony, the first persons of the states were very few, but the final was attended by the heads of both rival countries - France and Croatia, and 12 other leaders. Each match in the championship was dramatic in its own way. The reigning champion - the German team - dropped out in the group stage, the Cup newcomers - the teams of Iceland and Panama played their debuts; the Russian national team played unexpectedly strongly, and few could predict Croatia getting into the final.
The quality and entertainment of the game automatically created in the mass consciousness positive connotations with the Russian cities that hosted the matches. Also, the fact that it was at the 2018 World Cup for the first time - and successfully - that the VAR video system was used, which provided more objective judging, created a positive connotation of innovation-Russia.
11 Russian cities that hosted the 2018 World Cup matches underwent numerous facelift procedures and the construction of a new transport infrastructure. Moreover,
the "Potemkin villages", even if they wanted to, could not be built because of the distance and scale of the event. Consequently, fans who attended matches in several cities (recall, Fan ID owners had the right to travel by rail to the venue for free), saw real, non-tourist, Russian life. The world has discovered Russia outside two capitals. Guardian football commentator was impressed by Kazan. British actor Tom Rosenthal wrote "Message to the British: Come to Russia and Feel Love", calling the organization of the championship fantastic.
But the main role in this process was not among the press, but among the fans and tourists themselves. The 2018 World Cup created an opportunity for "people's diplomacy". About 800 thousand fans entered the country by Fan ID. Data on the total number of arrivals for the championship, published by various departments, diverge very much depending on the calculation method. According to preliminary FIFA statistics, Russians accounted for 46% of the ticket demand structure, 54% were divided between many countries. Top 10 countries by the number of fans who came from them: USA, Brazil, Colombia, Germany, Mexico, Argentina, Peru, China, Australia and England, despite the political situation. Each match was attended by an average of 47.4 thousand spectators. Based on these data, it is easy to estimate that for the first time in history, tens of thousands of foreigners have visited Rostov-on-Don, Samara, Volgograd, Saransk - cities that have never experienced such a concentration of foreign visitors before. The atmosphere of the international holiday penetrated where it never penetrated.
The Russian life seen by the fans contrasted with the most common stereotypes: they found delicious food and good beer, cheap taxis, clean central districts, free wi-fi, a fast metro, convenience stores and pharmacies. They got acquainted with the locals, took pictures with them and celebrated together in fan zones and new bars with English-language signs. The result was a wave of evidence in personal text and video blogs; moreover, bloggers from Western countries were dominated by the rhetoric "everything is not at all as bad as our media write." Returning home, the pleasantly surprised fans became "lawyers" - or "brand ambassadors" - of Russia for many years. A vivid example is the video of the 17-year-old London video blogger and football fan of Togden's "Expectations vs Reality In Russia" which he recorded with his father after their trip to the 2018 World Cup. The plot received about 560 thousand views (as of 08/20/2019). As stated in one of the comments to the video: "The case when a guy with his father in 2 weeks did more to improve relations between citizens of the two countries than the governments of these countries in 10 years"[6].
The video was dedicated to the exposure of Russophobic myths of British mass consciousness. The myth "Russian hooligans will beat you the very minute you arrive" was refuted by their experience of communicating with many open and friendly people, the myth "Russian morons" fell when they bought a cake in Samara, and someone drove them to the stadium for free, the myth "Russians hate the British" had to be contrasted with the fact that "both of our peoples love tea", and the Russians know and love English culture. Is Russia a gray country? Myth. Judging by the Volga landscapes, it deserves to become a popular tourist destination. Well, St. Petersburg is "one of the most beautiful cities in Europe." The only thing that Londoners did not like was the policy of Pobeda Airlines, which takes money from parents for the
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opportunity to get a seat on board next to the children. The effect of word of mouth and eyewitness accounts are the best advertising in Russia for new potential tourists. In breaking stereotypes, "people's diplomacy" can be much more effective than controlled media. And this is the main PR legacy of the 2018 World Cup.
The success of Russia in hosting the World Cup was recognized by FIFA, the international media and the eyewitnesses of the competition itself.
Russian authorities proclaimed it was a success for the country's image. FIFA President Gianni Infantino said: "Everyone saw a beautiful hospitable country that wants to show the world that everything that was said before may not be true. Many prejudices have changed because people saw the real Russia. " Infantino declared the 2018 World Cup the best World Cup in history (and for another reason called it also the "most beautiful"). And he had reasons for it.
According to the FIFA financial report for 2018, "for the 2015-2018 cycle, FIFA revenue reached a new height of $ 6.421 million, of which 5.357 million, or 83%, came from income from the 2018 World Cup in Russia, the most profitable championship in our history" [7].
US President Donald Trump on his Twitter noted the "fantastic work of Russia" during the World Cup. The day after the tournament was closed in Helsinki, the Russia-US summit was held.
According to official figures, Russia spent 688 billion rubles on the preparation and conduct of the tournament. The Russia-2018 Organizing Committee in its special study concluded that the World Cup's total contribution to GDP was about $ 17 billion (952 billion rubles), which exceeds the effect of the World Cup in Brazil, South Africa, Germany and South Korea and is close to achieved in Japan in 2002. In relative terms, the economic effect of the 2018 World Cup was about 1.1% of annual GDP. According to forecasts, the long-term annual effect of the 2018 World Cup on Russia's GDP after the championship in the next 5 years will be 150-210 billion rubles, of which a third part accounts for the increase in tourist flow to Russia.
The final report of the Organizing Committee provides the results of a survey of foreign fans in stadiums during championship matches. 84% of respondents said they had changed their minds about Russia for the better after the World Cup and plan to return, while 90% would recommend friends and relatives to visit Russia [3].
Another small survey to complete the picture. The British edition of Telegraph posted on its website a survey "World Cup 2018 aroused your desire to visit Russia?" with the answer options "No, such places are not for me" (37%), "Absolutely yes, it looks amazing" (39%) and "I have already visited Russia" (24%) [9].
As for Russia's positions in reputation ratings, their new editions (based on data collected after the end of the 2018 World Cup), with rare exceptions, have not yet been published, and this complicates the "was-it was" analysis. In the FCI index (June 2019), Russia ranks 27th in reputation among countries of the world, 4 positions higher than in the previous issue of FCI (2014-2015).
In 2019, the US News & World Report Best Countries ranking puts Russia in 24th place, 2 positions higher than last year. It is clear that the impact of the 2018 World Cup on this dynamics can only be assumed. In this ranking, the main factor in Russia's reputation was "Power" - a criterion that includes military power, leadership, and participation in strong international alliances, economic and political
influence. Another category where Russia's ratings are above average is "Dynamism," in particular because Russia is perceived as distinctive.
The 2019 edition of the Swiss IMD World Competitiveness ranking, as in 2018, puts Russia in 45th place out of 63. Finally, in the famous World Happiness Index, where Finland leads this year, followed by Denmark and Norway, Russia is in 68th place [9].
About 5,000 journalists were accredited to the World Cup, mainly, naturally, sports commentators and photographers, but also general reporters and Moscow correspondents from foreign socio-political media. In the coverage of the 2018 World Cup in European mass media, for the most part approving, the narrative of breaking stereotypes was very noticeable.
During the championship, the media content was mostly visual; the key attention was focused on the football itself, on the best moments of the games and the emotions of the fans. After the championship, the time has come for analysts and columnists, who summed up the mega-event in all respects. Long-term BBC correspondent in Moscow, Steve Rosenberg, considered the 2018 World Cup "a loud PR success" for Putin: "amazing new stadiums, free rail trips to the tournament cities and the absence of aggressive crowds impressed the fans who arrived. Russia made an impression of a friendly and hospitable: an obvious contrast with the authoritarian image of the country. All the foreign fans I spoke with were pleasantly surprised". However, in the same article, the mega-event is called "a brief visit to the country of Oz," after which "the task for the Kremlin will be to convert short-term PR success into a long-term diplomatic effect" [13].
The Guardian in the witty column "17 things we learned at the 2018 World Cup in Russia" included the item: "There is still no better way to wash the reputation of the regime." The Guardian also published detailed analytics: "With the World Cup, Russia is finally changing its message a bit. Hundreds of thousands of foreigners see that Russia has good sides. For years, it was easier for Russian officials to shout about Russophobia than to open up and show the other side of the country. Maybe this is a temporary phenomenon, and it does not cancel the dark sides, but it is definitely worth welcoming"[2].
Another British newspaper Independent in the article "The World Cup helped Russia to show itself at its best -and the world smiled back": "Of course, this fraternization with Russia will have to pass a reality check. It still snows here at other times of the year, no enthusiasm of the fans can hide some serious political problems, and critics will say that President Vladimir Putin used the championship to clean the international image, which has become more and more the image of the pariah. But still, in the glorious summer of 2018, Russia took its best look - and the world smiled back "[1].
The effect of the World Cup, as well as of any megaevent, is short-term. Consistency, consistency in building a reputation and broadcasting key messages confirming the worthiness of this reputation are necessary to reinforce achievements from a mega-event. For example, the World Cup stimulated interest in Russia as a tourist destination. The experiment with Fan-ID showed that visa-free entry is quite capable of increasing tourist flow to Russia. As a next measure for tourism development, the recently adopted decree from 2021 introduces a simplified procedure for electronic tourist visas for residents of many countries. This can be called a consistent measure.
Another big task for the development of the service should be to increase the level of English. Many foreign fans surveyed called the poor understanding of English in Russia the only difficulty in their generally excellent experience in the cities of the Championship.
FIFA - just like the IOC during the Olympic Games, is guided by the rule of separating sports from politics and any kind of national prejudice. The 2018 World Cup was received positively precisely due to following this rule. The final image results of the 2018 World Cup can be summed up in the medium term (3-5 years), when it becomes clear how inbound tourism is developing, more accurate analytical data will be available, and, possibly, when the next World Cup will challenge "the most beautiful championship in FIFA history."
The analysis above shows that the image of Russia began to change on the first day of the Championship. Every next day, he proved that Russia was fulfilling its obligations, that Russia was open to guests from all over the world, that the safety of the Championship guests was carried out at a high level, that we were ready to make every effort to make our world Cup the best. About 10% of each football World Cup fan returned to Russia in August -December 2018, using a visa-free entry on the fan's passport (Fan ID). The number of such tourists amounted to 5.4% of the total incoming flow of foreign tourists to Russia. This best proves the positive impact of sports on attitudes towards Russia abroad.
Image-making phenomenon of sport on the example of 2018
soccer world cup in Russia Martynenko S.E., Parkhitko N.P.
RUDN University
The article is devoted to the research of the image-making phenomenon of sport on the example of the 2018 Soccer World Cup in Russia. The 2018 Soccer World Cup is a good example of the phenomenon when the positioning of a country hosting a mega-sporting event becomes a game on two levels. The image projected onto a foreign audience is "internalized": the country's inhabitants assimilate this generated image as a new perception of themselves (of course, if they like it). Comments on social networks, observations and numerous evidence show that the 2018 World Cup reinforced the Russians' positive perception of themselves as a country, as a nation. The surprisingly successful performance of the national team and universal praise for the World Cup gave occasion to celebrate and feel a sense of national pride. According to opinion polls, 60% of Russian respondents said that the World Cup had a positive effect on Russia's image in the world. Using the methodology of social science and political science, the authors will reveal the fundamental basis of the researched phenomenon.
Key words: sports, World Cup, Russian Federation, football, image, mass media, society.
References
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