Communication / Events / Media / Public Relations

World Cup Watching

Imagery

Professor Simon Chadwick

Posted: May 25, 2018

A SHORT GUIDE TO FOLLOWING – IMAGERY

WHAT IT IS

Imagery is: “tangible entities in the physical world; verbal and pictorial representations in the media; and mental pictures in the consumer’s mind.” (Stern, et al., 2001)

WHY IT IS IMPORTANT

With the launch late last year of Russia’s World Cup promotional poster, it became clear that the country will seek to use imagery in its representation of the tournament (and indeed itself) as a way of embodying a set of values, which the organisers will seek to target specific audiences with. Yet it is not just the poster that will represent Russia; mascots, syndicated images, social media posts and other textual content are all likely to form the basis for shaping audiences’ attitudes and behaviours around and about the tournament and its host nation. This summer, imagery will be a hot topic: 1) because Russia has already demonstrated that it will seek to utilise the competition to represent itself in a particular way; 2) because countries antagonistic towards Russia are similarly likely to be keen to represent Russia through imagery that serves their interests, be they political or otherwise.

SOME QUESTIONS TO ASK

With Russia’s World Cup poster in mind, how will the country be using images to convey a set of values and messages that it wants domestic and international audiences to see?

How will imagery be used by Russia to affect attitudinal and behavioural change among key target audiences?

In the same vein as the above two questions, how will other countries use imagery of Russia, and to what end?

SOMETHING TO READ

Russia is flexing its sports sponsorship muscles https://www.policyforum.net/russia-is-flexing-its-sports-sponsorship-muscles/

Russia’s 2018 World Cup poster holds a hidden message to the West https://qz.com/1140846/russias-world-cup-2018-poster-is-packed-with-geopolitical-messages/

2018 World Cup: Russia https://sites.duke.edu/wcwp/research-projects/world-cup-site-selection-process/2018-world-cup-russia/

SOMETHING TO WATCH

Russian World Cup PR in full swing http://www.dw.com/en/russian-world-cup-pr-in-full-swing/av-41588701

2018 FIFA World Cup Russia™ Official Poster unveiled https://www.youtube.com/watch?v=6kSs84PXNsY

 

 

 

 

 

About Professor Simon Chadwick

Simon is Professor of Sports Enterprise at Salford University in Manchester (UK), where he is also a Co-Director of the Centre for Sports Business. He is also a Founding Co-Director of the China Soccer Observatory and a Senior Fellow of the China Policy Institute at the University of Nottingham (UK). He has worked in football across the world, for various organisations including companies, federations, and governments. He tweets via @Prof_Chadwick