Factory officers watching recorded World Cup games online during the lunch break in their office. photo by Xinyuan Wang

The ongoing World Cup, as a global event, seems to provide an ideal platform for us, the Global Social Media Impact Study to compare people’s social media engagement worldwide. Here in this busy factory town in south China, there is no pub where people can watch football, there is no football field where people can play football, and I have never ever felt any passion for football during my whole year of field work. Most of the time, I had to train myself to select ‘useful’ information from a huge amount of field notes.  However, this time I was somehow worried that the topic of football over here is somewhat similar to the topic of skiing for people who live in a tropical rain forest.

Not surprisingly, up to the day of writing (24 June) there is very limited content on social media about football or the World Cup among my informants (around two-thirds of them are Chinese rural migrants, working in local factories, one-third are factory managers, local businessman, and few people living in cities), among 100 informants’ QQ profiles (around 179 posts over the World Cup period), there was only five posts about football directly, and the majority of them were about football gambling game as one of the posts said: “I am optimistic about Italy!” XB, an 18-year old factory worker wrote so, and he told me later that the reason he posted so was because he clicked on a QQ football gambling game “by chance”, and invested 10 RMB (1 pound) betting with Italy. However, when I moved to WeChat (a social media applied more by Chinese urban population and middle-class) things became different. When I included my personal social media connections which mainly consist of people living and working in cities like Shanghai, Beijing, Hong Kong, and overseas places, the rate of football related posts is much higher: among 158 posts drawn from 60 people on WeChat, there were more than 30% of football and World Cup related posts. Furthermore, the posts about football varied. There were original posts about watching football in pubs or at home alone or with friends (usually with a set of photos of the beer, the TV screen, the venue, and group photos); posts commenting on the performance of certain players or teams; informative shared links about the game schedule and the line-ups; shared pictures/videos about the world cup, including a great amount of jokes, etc.

The presence (or the absence) of the World Cup on people’s social media profiles (QQ and WeChat) not only showcased different ‘lifestyles’ of the urban Chinese and rural migrants, but also manifested a great difference between the user groups of WeChat and QQ that is WeChat is more urban and QQ is more rural. Even though it is too simplistic to put things in urban-rural dichotomy, it is safe to say that the urban-rural division exists in many obvious ways in China according to my ethnography.

Nevertheless, my inquiry about the ‘social media and the World Cup’ should by no means remain on social media domain since the real strength of field work lies in a comprehensive understanding of people’s daily life. The game-watching experience with my informants and follow-up interviews tell me more about the social connections behind football and the World Cup.

Curiously, even though the visibility of the world cup on social media among rural migrants is extremely low, in my field site, one can still feel some passion for the World Cup, especially among men. ZF, a forklift driver in his 30s, went to bed straight away after work at 5 pm, in order to get up in midnight to watch the games via his computer (given the time difference, most of the games are after midnight China time). Some of ZF’s co-workers in the factory (around 25%) did the same, and “the younger, the crazier” even though most of them “do not understand football” as one of them told me. However the majority of people who showed interest in the World Cup reported that they watched the game alone in their room, which means watching the world cup is not a public event or social event at all in this small town. Such situation limits the possibility of me, as a young woman, of joining the game-watching with my informants: at midnight, a young woman and a young man, both don’t understand football, watching football in a small room where the only furniture is a bed does not sound particularly inviting for me and probably too inviting for the other side.

Having said so, I still managed to watch a recorded game (Columbia Vs. Greece) during the lunch break with four of my informants (three male one female) who are factory officials in the office. During the game-watching, I secretly counted how many times people made remarks on the match per se, and how many time people made remarks on something else. Among roughly 230 remarks over 90 minutes, 1/3 of them are very short remarks about the match per se, such as “Oh he is fast!”, “Shoot!”, “Quick quick”, “that must be painful”, “Come on, that’s fake”. And the other 2/3 of the remarks was sort of ‘football-free’. 

“I like the blue pants!”

“Hey, many of the foreigners are bald, how come?”

“Is that true foreign men always smell, so they have to use perfume?”

“Oh I wish I could run and fight like them, men should be like that”

“Look, the judge running after the players all the time, how tiring, he must be very well paid!”

“Where is Columbia?”

“He is handsome!”

“One of my friends marry to a ‘fu er dai’ (second generation of the rich, refers to people who come from very rich families), and their honeymoon trip was to Greece. The photos she posted on her QQ were just amazingly beautiful. I just don’t get it, I mean, she is not very pretty at all.”

“Oh, foreigners are really crazy, they paint on their face, and dance like this, they are so crazy! Life in the west must be very free and have a lot of fun.”

“I really think Chinese men can’t date foreign women, they are too open to sex, too difficult to control!”

It seems that during the game-watching more conversation were centered on exoticism, masculinity, and gossip, which for whatever reasons were allowed by the encounter of the carnival-like world cup. And for me those conversations where football was absent seemed to be even more interesting in terms of anthropological inquiries about sociality in people’s daily life.

The World Cup watching experience reminds me of the local opera show. From time to time, a local traditional Chinese opera troupe had performance on a makeshift stage, hundreds of people gathered under the stage, however not everybody was interested in the performance; the noise of chatting under the stage was just as loud as the singing on the stage. When the performance was over, more than half of the audience remained at their seats, chatting with each other. I asked some of them whether they were fans of the opera or the troupe, few of them said yes. People told me that they came here because it’s very “re nao” (‘re’ in Chinese means hot, ‘nao’ means noisy, two characters together means ‘bustle’). “Re nao” is a very interesting thing, Chinese people will say “cou re nao” (join the bustle), which takes place in various situations. Basically being bustle and noisy is regarded as something fun. Here, many people come to the performance for the purpose of “cou re nao”, which is joining the bustle, watching the fun. The social interactions in many cases depend on those ‘everyday encounters with people’ – any activity in public which gathers people became a ‘social activity’ automatically. Similarly, people’s interest may be not necessarily in the event, either the world cup or the local opera show. Thus watching the world cup in my field site is more about watching the world and watching the fun.

THE WORLD CUP ON SOCIAL MEDIA WORLDWIDE
This article is part of a special series of blog posts profiling how social media is affecting how ordinary people from communities across the planet experience the 2014 World Cup.

• Brazil: “Why aren’t they protesting?”: low-income Brazilian’s views on the World Cup
• Chile: Seeing red: watching the World Cup in Northern Chile
• China (North): Online and under the covers: the World Cup and social media in rural China
• China (South): “Watch the World Cup – watch the fun and the world”
• India: Football World Cup 2014: Observations from Panchagrami
• Italy: ‘We are more united for the World Cup than for Christmas!’: the World Cup in Italy
• Trinidad: “It ain’t ova till its ova” – Spectacular sports and social media: the World Cup in El Mirador
• Turkey: “Turks have no other friends besides the Turks” – a Turkish saying
• United Kingdom: Englishness, the World Cup and the Glades

(Photo by Xin Yuan Wang)

One of the research foci of our project is the usage of social media among disabled, house-bound people. As the profile of Dr. Karamath in Tales from Facebook (Miller 2011), and the story of Amanda Baggs in Digital Anthropology (Ginsburg 2013) suggest, social media, or internet in a broader context, allow disabled people a ‘bigger’ life. For example, allowing people to express themselves better, to communicate with friends more conveniently, and even a gain a ‘second life’. Even though I have encountered people who have disabled relatives in their  rural hometowns and heard people talking about disability caused by factory work, so far in my fieldsite I have only met one person who has a slight problem in his left leg.  I found that it is difficult to find similar examples of appropriation of digital technology among disabled persons at my field site given that most residents live here for the purpose of working.

However, from time to time I witnessed another kind of ‘bound’ situation which is not caused by physical disability among my ‘working class’ informants. I called it ‘work-bound’. WDG, is a local grocery shop keeper in his early 40s. His shop opens from 6:30 am to 10:30pm (16 hours), seven days a week. He cooks in the shop, has three meals in the shop and even sleep in the shop since otherwise thieves will visit during the night. He and his family (his parents, his wife and two children) virtually live in the shop 365 days per year. Even though the rent for his shop is not very expensive (around 2000 pounds per year), he still can’t afford to close the shop for a whole day, so it is open every day of the year. He told me that for 4 years, he only closed the shop once since he needed to send his mother to hospital on that day.  WDG is not alone; most shop keepers at my field site see ‘closing shop for holiday’ as a total waste of time and money. WDG is always busy at his shop. People come to post parcels, top-up mobile phone or game points, and buy food and drinks throughout the day. For the purpose of doing business, three years ago WDG installed a desk computer at his shop. Thus, he spends most of everyday sitting in front of his computer. It is curious to note that besides pages for mobile phone and digital game top-up, another ‘always open’ webpage is Google Earth, where he checks different places in the world from time to time. One day, knowing that I study in London, WDG skillfully googled the London map and asked me to show him where I lived in London. He also asked me to show him around UCL campus, and the British museum nearby. The whole family crowded in front of the computer screen to see the Google map of London, or to use their words, to ‘visit’ London. I was just amazed and moved at people’s pure joy that came from the virtual tour of London in their 12 square meter shop which they were confined to 365 days per year, 24 hours per day.

Compared with small shop keepers, factory workers have relatively longer ‘off-work’ time. People who work in factories have two days holiday per month. However one cannot take two consecutive days, which means that most of them can’t afford a holiday longer than one day. This month I was invited to join a group of my factory friends’ trip to a nearby sightseeing place. From the field site to that place, high speed train takes four hours for one-way, however ordinary train takes almost 9 hours. Nevertheless, the high speed train ticket costs around 20 pounds more than the ordinary one, so my friends decided to take the slow train without thinking twice. Therefore, they will spend almost 18 hours in transit, and less than 12 hours at the sightseeing attraction. On Saturday, they managed to leave a half day earlier to catch the afternoon train. On the train out, they played cards for almost 9 hours – everyone was so excited about the card playing, even though when they arrived at midnight, everybody was exhausted. The worst thing was in order to save money, they booked a very cheap guest house in a night club district near the train station, and there were stereos blasting in the district until 4 o’clock in the morning. Even though everybody managed to get up at 7 am, no one had enough energy to do any sightseeing for the rest of the day. After cans of redbull, we managed to finish the main sightseeing place in the morning, but after lunch, none were willing to move anymore. Thus, we wisely did a couple of things to kill the rest of our 5 hours in that city – sitting at KFC, staring at our smartphones, uploading photos to QQ and Wechat, and some even played the Wechat online game “tian tian ku pao” while others slept with their heads resting on the table. The communication between people at the site was very limited, it seemed that everybody felt too tired to talk with each other. Finally, one remarked, “I have never felt playing QQ and Wechat was a blessing as much as today!”  it was a joke which made people laugh. However the fact that my friends came all the way to a sightseeing place to spend a whole uninterrupted afternoon with their smartphones was not a joke at all. Life moved on after the one-day trip, my friends arrived at 6:30 the next morning and had to go straight to work at 7:30am. I checked all of their social media profiles and found that none of them mentioned how tiring the trip really was. Instead, they used beautiful and delightful words to describe how happy they were and how interesting the place was. I felt like going to the place by merely looking at the warm smiles on the beautiful photos, failing to realize that the place we went to together was actually the same place they talked about on their social media profiles.

The two ‘trips’ which both took place in November made me to think about the connection and question what digital media means to people in these two trips? It seemed that on the one hand, digital media allows people to experience the world in a way that will never happen without the technology otherwise; on the other hand, digital media have become such a significant and overwhelming part of people’s lives to the degree that people somehow need to reconstruct their offline world through the online world. The digital not only in certain degree freed people from their ‘work-bound’ offline life, but also significantly powered them to construct a much more interesting image of their offline life via social media. Furthermore, I can’t help but wonder what will happen if one day my shop keeper friend WDG finally has the chance to go and visit London, what he will do during his stay in London? Will he still spend a decent time on Google earth or his QQ profile every day given the ‘window’ offered by Google earth has long been the only familiar and unfailing way for him to see the world?

References

Ginsburg, Faye 2013 “Disability in the Digital Age”, in Digital Anthropology 2013. Heather A. Horst & Daniel Miller (ed.) London: Berg.

Miller, Daniel 2011. Tales from Facebook. Cambridge: Polity Press.