Revolutionary or Arrogant?

Work thumb

Views: 596

  • Title: Revolutionary or Arrogant?: The Role of the USWNT in Brand America through the 2019 FIFA Women’s World Cup
  • Author(s): Yoav Dubinsky
  • Publisher: Common Ground Research Networks
  • Collection: Common Ground Research Networks
  • Series: Sport & Society
  • Journal Title: The International Journal of Sport and Society
  • Keywords: Country Image, Nation Branding, USWNT, Brand America, FIFA Women’s World Cup
  • Volume: 12
  • Issue: 1
  • Date: February 22, 2021
  • ISSN: 2152-7857 (Print)
  • ISSN: 2152-7865 (Online)
  • DOI: https://doi.org/10.18848/2152-7857/CGP/v12i01/147-164
  • Citation: Dubinsky, Yoav. 2021. "Revolutionary or Arrogant?: The Role of the USWNT in Brand America through the 2019 FIFA Women’s World Cup." The International Journal of Sport and Society 12 (1): 147-164. doi:10.18848/2152-7857/CGP/v12i01/147-164.
  • Extent: 18 pages

All Rights Reserved

Copyright © 2021, Common Ground Research Networks, All Rights Reserved

Abstract

In July 2019 the US Women’s Soccer National Team (USWNT) won its fourth FIFA Women’s World Cup (WWC). The USWNT has been traditionally active, fighting for gender equality and social justice. Yet, while being celebrated in America for their athletic accomplishments during the competition, internationally they faced criticism for being arrogant, smug, and even acting as bullies. The purpose of the study is to analyze the role of the USWNT in America’s image through the 2019 FIFA Women’s World Cup. The image of the United States and of Americans deteriorated over the year, being not only associated with freedom and liberty, but also with arrogance, self-absorption, and ignorance. With country image being a multidisciplinary field, this study is analyzed especially through the lenses of nation branding, public diplomacy, collective identity, and framing. After conducting content analysis of social media activities and on-line media coverage, three main themes emerged from the data: (a) nationalism, (b) activism, and (c) performance. While there were some similarities between the USWNT and other teams, there were also significant differences, especially around domestic compensation disputes between the American players and their federation, and a pre-determined decision not to visit the White House should they win the cup. The study contributes to existing literature on country image, and especially to the roles of women, sports, and activism on brand America.