Photograph by Razvan Nicolescu
To start writing a blog post how people in the Italian fieldsite watch the World Cup and how the competition is reflected on social media, I started off on the streets of Grano looking for a place to watch Italy’s opening game in the competition.
The town seemed to be much less concerned with the game than I expected. I counted just three Italian flags, one adorned by a young tifoso on his balcony and the other two guarding a van that was selling hot-dogs and hot panini near the railway station. The game was scheduled at midnight local time, when basically all cafés and a few bars where the game could have been screened were closed. I think that in the entire town, there were less than half a dozen public places where you could watch the game.
I chose a place where the biggest crowd in the town might have gathered. Most people knew each other quite well, being either family, friends, or neighbours. The audience of around 30 people was split in two. Half were men above forty years old who watched the game sitting in comfortable armchairs in front of the biggest screen in the bar. The other half were much younger and included two women; they were standing around the bar and watched the game on a normal flat screen, which hanged on the wall opposing the big screen. The two groups of people were literally watching the game back-to-back. All throughout the game, some six to eight women were sitting in the inner court of the bar waiting for their partners while a few kids were excitedly running everywhere.
The main explanation for the relatively few public places where the World Cup could be watched is that people really prefer to watch it at home. This has a lot to do with the fact that they always have, and the World Cup doesn’t seem to be the best time to change. Then, there are the credenze (beliefs, superstitions). A good friend of mine in her mid-thirties explained to me that she had to watch Italy’s opening game at her parents’ house because that is where they have been watching the World Cup since 1994. Each of her family members had to occupy more or less the exact places as when Italy played at the previous World Cup. This time, her younger sister had no boyfriend, so she had to call a friend and ask him to come and sit where her boyfriend four years ago used to sit: on the coach between herself and her mother. Despite the late hour of night, my friend’s father did not allow her to go to sleep or to have some fresh air on the balcony from time to time. Finally, she managed to find a moment when she could sneak out and go home straight to bed. When her partner came home after the match asked him in her sleep who had won. She exclaimed in a quite frustrated way that her family is more united during the World Cup than during Christmas. Actually, the World Cup has more to do with the house and family than I would have expected.
In this context, maybe is not unusual that there were so little posts about World Cup on social media among the people I am working with. Even those who are otherwise quite active football supporters did not post much on Facebook. In the first days of the competition when Italy played two games I took a brief look over more than 100 Facebook profiles and I counted only around 20 posts about the World Cup. Almost all were about the Italian national team: half of the posts were uploaded in the actual days of the games and expressed in different ways the famous supporting slogan ‘Forza Azzurri!’ The other half were comments on the games, which varied from enthusiastic ones celebrating the victory against England to rather negative ones after the defeat against Costa Rica. If the first were serious and posted by ‘experts,’ usually men, the second posts were more humorous and provocative, where women were relatively well represented. A female teenager commented that the end-of-school examination in mathematics was as ‘disgusting’ as Italy’s defeat against Costa Rica.
This is the moment I noticed the first posts against Italy’s national team. By the time of the third game where Italy competed, there were already half a dozen people who were either mocking the national team or were supporting their opponents. These people were known among their peers as being in different ways anti-mainstream.
On the day of the decisive game against Uruguay, I counted around 20 supporting phrases, that is around twice more than was in the first two games added together. After Italy lost the game, a small avalanche of posting about the game was uploaded on Facebook. In two days I counted a total of 30 posts related to the game, out of which 21 were status messages, 4 edited photos, 4 not edited photos, and one film – all shared from Internet. The three main themes of these postings were: 9 referring to the moment when the Uruguayan striker Luis Suárez bit one Italian defender, 8 about the game itself and 6 negative comments about the Italian team. ‘The bite’ scene seemed to be more present as 7 of the 9 posts were photos. Even though it looked like people were active about the World Cup in Facebook, the 30 posts were posted by less than twelve people, with three most active, uploading 8, 7, and 4 postings respectively.
Some of the memes circulated on Facebook
I don’t have the scope to discuss it here, but it is interesting to mention that if mainstream media in Italy discussed the relative high impact of the games on social media it was mainly because of how the main commentators tweets* were shared and commented on by the same mainstream media (a technique also used in the case of celebrities and politicians). However, as I wrote in a previous blog post, the penetration of Twitter in Grano is extremely low. This is just an example of the difference between what media claims that ‘happens on social media’ and what actually happens.
At the same time, it seems that not many WhatsApp messages regarding the World Cup were sent as in many cases most of the people such messages would have been sent to, have been watching the game together anyway.
A few questions rise from this short investigation into how the World Cup is represented on social media: how, when and to what extent is the private represented online? What is the relation and why is there such a big difference between mainstream media, which in this case is saturated with World Cup, and the way people use social media? What kind of sociality and individual acting is social media currently constructing?
* The controversial tweet of the Italian striker Mario Balotelli before the game with Costa Rica is a good example for the impact of celebrity tweets on media. According to reports, this allegedly made the Italian manager Cesare Prandelli ask to his players: ‘Less social networking and more goals’.
Interesting statistics on the number of tweets during the game Italy vs. Uruguay can be found on an article in the main Italian sport journal Gazzetta dello Sport (methodology explained in Italian).
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.