Sport mega-events and the media

This chapter presents case studies of media analyses conducted on both the 2010 and 2014 FIFA World Cups, using a similar methodology, as illustrative cases within the developing context. It aimed to provide insight into South Africa and Brazil, as destination brands, had been profiled through the media over four periods and in relation to the imperatives established in the hosting of the respective World Cups. A qualitative analysis was undertaken using Leximancer to evaluate the content of media coverage in four key markets for each country. Several important findings are highlighted to showcase evidence that both supports and refutes the media legacy of both World Cups.