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The FIFA World Cup is coming to South Africa this year. There are competing theories about whom such grandiose eventstagings benefit: the Olympic Games or the FIFA World Cup infuse an established order with new money, media focus and influence, but such events can also elevate civic virtues by forcing an established order to exhibit them. The 2010 World Cup can put all issues relating to women's rights and possibilities in the forefront of global perceptions of South Africa. Media do not exist in a vacuum, but by definition are contacts between people. Heightening awareness of violence against women and inequality of opportunity requires a germinal discourse, aiming to spread a new perspective through an environment not necessarily attuned to the vocabulary of the problem. The concentrated media environment of the World Cup can shift boundaries between competing structurations of identity, leaving
a more dynamic discursive terrain in which to raise awareness and work to improve the conditions facing real people whose stories may be too little explored or misunderstood.
10895_germinal_gender_narrative_teaching_the_media_environment_to_relay_the_message.pdf - 785828 KB| ISBN | 978-1-920550-41-7 |
| Publisher | Gender Links |
| Edition | 8th Edition |
| Year of publication | 2010 |
| Online | Yes |
| Physical Resource | Yes |
| Physical Location | GMDC Library |
| Place of Publication | Johannesburg |
| Classification No | 302.230968WAL |
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