Foot(Glo)ballisation by World Cup
If people were to tell their story to the inhabitants of other worlds in this universe, it would suffice to produce a chronicle of earthly discussions containing the keyword or hashtag #WorldCup. I believe we can safely leave out “football” from this label – the elliptical expression “World Cup” instantly directs our thoughts to the sport that will have grown into a religion defined by the “new testament” of Diego Maradona (1986) and his “second coming” in the form of Lionel Messi (2022). The secular religion of football is economic as well as political in nature; in other words, it is an instance of “scientifically” exploited “culture”. The Qatar edition is one of the clearest examples thus far of how the downright scientific marketing of a symbolic good (i.e., football) can contribute either insidiously or ostentatiously to the planetary management of cultural values (a potpourri of frigid conservatism and frivolous progressivism): a campaign worth some $300 billion meant to wash the image of some and the brains of others on the shores and hydrocarbon reserves of the Gulf. More