How did the Football Club Barcelona promote Catalan nationalism
in the period 2008 -2012?
Master Thesis: Political Science
Specialization: International Relations
Research Project: Non-State Actors in Policy Making: From the Local to the
Global
July 28th 2012
Supervisor: Dr. Rosa Sanchez Salgado
Second Reader: Dr. Jeroen Doomernik
by Maike Stoeckel
Student ID: 10436138
Lucellestraat 24 III
1055HZ Amsterdam
Acknowledgements I would like to thank my supervisor Dr. Rosa Sanchez Salgado for the support
and the helpful feedback throughout the whole process of writing this
dissertation. I would like to express my gratitude to my interviewees Diana
Kuijpers from the Dutch Fan Club Barcelona and journalist Edwin Winkels, for
their willingness to answer my questions and to provide me with new ideas
and perspectives on the topic of this dissertation. Lastly, I wish to thank
Magdalena Aguilar for the patience and time of proofreading and supporting
me during the last months while writing this dissertation.
Maike Stoeckel, June 26, 2013
1
Abstract This dissertation examines the Football Club Barcelona and how the club
promoted Catalan nationalism in the period of 2008-2012. Given the historical
symbolic significance of the Football Club for Catalonia, this dissertation
focuses on the latest period of great success of the football club’s first team
under coach Josep Guardiola and analyzes the diverse means that the club
used to promote Catalan nationalism during this period. Examining the
different communication channels of the Football Club Barcelona, inter alia,
the role of new media for the promotion of nationalism, the role of the Football
Club Barcelona as an ambassador of Catalonia and the means by which the
club promoted Catalan nationalism are discussed in this dissertation.
The findings of this dissertation show how the Football Club Barcelona
promoted nationalism mainly indirectly with the help of Catalan nationalist
symbols. However, the club also directly took position in some of their
communication channels like in the ‘Revista Barça’, the club’s magazine.
Furthermore, the analysis has shown how different messages were given in
Catalonia than the message given abroad. The club’s role within Catalonia as
a symbol of Catalonia promoting and strengthening Catalan nationalism and
the Catalan language differed from its role as an ambassador abroad where
the club engaged in public diplomacy and promoted Catalonia as a tourist
destination.
2
Table of Contents Acknowledgements
Abstract
Table of Contents
List of Tables
List of Figures
Introduction
Background
Justification
Research Objective
Research Questions & Research Methodology
Organization
Literature Review
Introduction
Nationalism, National Identity & Catalonia
Sports & National Identity
Franco & Football
FC Barcelona & Catalan Identity
New Media & Identity Building
Conclusion
Research Design, Data Collection & Data Analysis
Research Design
Qualitative Research Strategy
Data Collection
Data Analysis
Analysis
Introduction
Symbolism vs. Direct Statements
Traditional vs. New Media
The use of Catalan language in traditional media
Direct promotion of nationalism in traditional media
New Media & FC Barcelona
FC Barcelona Website
FC Barcelona on Facebook, Twitter, Google+ and other social networks
FC Barcelona on YouTube
Promotion of Nationalism vs. Independence
Ambassador Inside of Catalonia vs. Ambassador Outside of Catalonia
Ambassador Inside of Catalonia
Ambassador Outside of Catalonia
Conclusions
Bibliography
Appendix
1
2
3
4
4
5
5
6
7
8
10
11
11
12
17
18
19
21
23
25
25
26
27
28
31
31
34
41
41
42
44
45
46
50
52
54
56
58
61
66
74
3
List of Tables Table 1: Press Releases FC Barcelona 2008-2012
56
List of Figures Figure 1: Map of Catalonia
5
Figure 2: Photo of Sandro Rosell and football player Adriano
35
Figure 3: Photo identity FC Barcelona
36
Figure 4: Photo Stadium Mosaic
36
Figure 5: FC Barcelona in Facebook 2011
47
Figure 6: FC Barcelona in Facebook 2012
47
Figure 7: FC Barcelona in Facebook 2013
48
Figure 8: FC Barcelona in Twitter 2011-2013
49
Figure 9: FC Barcelona in YouTube 2012-2013
50
4
Introduction Background Catalonia is an autonomous region in Spain, which at the same time is
considered being a nation with its own culture and language. Being Spain’s
most industrialized and richest region, many Catalans strive for Catalonia’s
independence (BBC News, 2012). Catalan nationalism is based on
Catalonia’s historic cultural roots and the Catalan language, which is actively
encouraged by the Catalan government in education, media and in official use
(BBC News, 2012). The following map helps to place Catalonia within Spain:
Figure 1: Map of Catalonia (Wikipedia, 2013)
Sports and, especially, football can play a powerful role reproducing political
and cultural identities (Cantelon; Gruneau, 1982). The interaction of football
and politics is especially evident in the Spanish autonomous regions, the
Basque country and Catalonia. The ambition of the Spanish regions to gain
self-determination and the regional nationalism suffered political suppression
throughout history. An example of this was seen during the era of Franco’s
dictatorship (1936-1975), when all national symbols, national languages and
the expression of Basque or Catalan national sentiments were forbidden (Nili,
2009).
These circumstances made football clubs to become catalyzers of oppressed
5
nationalist feelings, and football stadiums were transformed into unique
platforms for political activity. The stadium was one of the few public places
where people could express themselves freely. People had the opportunity to
speak their local languages and to bring local flags and other nationalist
symbols. In this way, the football clubs Athletic Bilbao (established in 1901)
and Football Club Barcelona (established in 1899) gained political importance
and were transformed into political symbols of the Basque and Catalan
nationalism (Nili, 2009).
On its website the Football Club Barcelona states: “FC Barcelona is ‘more
than a club’ in Catalonia because it is the sports club that most represents the
country and is also one of its greatest ambassadors” (FC Barcelona, 2013a,
para.1). The Football Club Barcelona strengthened and embodied Catalan
nationalism since its founding in 1899. The official motto of the club was
created to emphasize FC Barcelona’s1 role off the football pitch (Xifra, 2008).
An example of this was on October 6, 2012 during the game between Real
Madrid and the Football Club Barcelona, when 95.000 fans in Barcelona’s
stadium Camp Nou, exploded into shouts for Catalan independence. This
event happened exactly when 17 minutes and 14 seconds of the game were
played to remember Catalonia’s last war of independence in 1.714 when the
Castilian Kingdom defeated the Catalan army and transformed Spain into a
central state. This unique method of protest shows the importance of the
Football club for the Catalan nationalist and independence movement
(Wilson, 2012).
Justification The role of the Football Cub Barcelona promoting Catalan nationalism will be
examined in the proposed thesis. While many scholars analyzed the historic
symbolism of the Football Club Barcelona for the Catalan nationalist
movement, I will focus on its latest success and the era of Josep ‘Pep’
Guardiola as a coach of the Football Club Barcelona (2008-2012), examining
1
For the purpose of this dissertation I will call the Football Club Barcelona also “FC Barcelona” or
6
the means by which the club promoted Catalan nationalism during this period.
Furthermore, I will analyze if the use of new media2 changed the way the club
promoted Catalan nationalism, and it is my intention to also discuss how the
role of the stadium as a unique platform where Catalans can express national
sentiments developed during this time. Lastly, the club’s activities as a
Catalan ambassador will be examined.
The Catalan, Josep ‘Pep’ Guardiola who played for the Football Club
Barcelona during the period 1990-2001 and coached (2008-2012) the team
during its last era of great success (club record of 14 trophies) is a
representative of the Catalan nationalist movement and a popular figure in
Catalonia (FC Barcelona, 2013b). As an example, Guardiola stated at a
Champions League press conference in 2008 on why he spoke in Catalan:
"We are a country with our own language and when we leave its borders,
those of us that speak it, use it" (Malek, 2009, para.3). Furthermore, during
the 2013 march for Catalan independence in Barcelona, Josep Guardiola
appeared on the screens and stated: "Here you have my vote for
independence" (Wilson, 2012, para.24).
Research Objective Considering ‘Pep’ Guardiola’s involvement in the nationalist movement, it will
be interesting to examine which role the Football Club Barcelona played in the
years under ‘Pep’ Guardiola, promoting Catalan nationalism and how this time
period resembles a special case for the club and its relationship with
Catalonia. Considering the era of ‘Pep’ Guardiola as a special case in the
history of the Football Club Barcelona, this dissertation contributes to the
current debate on the role of sports clubs for identity building and promoting
nationalist sentiments. The dissertation will show how sport clubs can evolve
to become political institutions and become ambassadors of their nation.
Furthermore, the role of new media for identity building will be discussed to
see if the club changed its strategy for the promotion of nationalism due to the
2
New media are all media that resulted out of the invention of the internet, including social media and
websites (Cambridge Dictionaries Online, 2013).
7
evolution of new media. Therefore, this dissertation investigates the use of
new media of the Football Club Barcelona and its impact on the promotion of
Catalan nationalism.
The findings of this dissertation will be relevant for scholars that work in the
field of nationalism and sports, scholars that conduct research on new media
and sports, and scholars that conduct research on the Football Club
Barcelona, in particular, and its involvement in the Catalan nationalist
movement.
Research Questions & Research Methodology The research design for the proposed thesis is a case study that will allow me
to answer the following question:
How did the Football Club FC Barcelona promote Catalan nationalism in
the period 2008-2012?
and the sub questions:
a) By which means does the Football Club Barcelona promote Catalan
nationalism?
b) The stadium has been a forum for Catalans to express their Catalan
identity? What is the role of the stadium today?
c) Can the club be considered as an ambassador of Catalonia outside
of Catalonia?
d) Has the club’s strategy to promote Catalan nationalism changed with
the use of new media?
To answer these questions, I will use a qualitative research strategy and the
research design will be a case study. Within the framework of the case study I
will use combined research methodologies. Firstly, I will conduct two semistructured interviews and secondly I will try to answer my research questions
8
with a thematic analysis of the club’s communication channels3 and its press
releases from 2008-2012.
For the purpose of the research it will be interesting to understand the role of
the Football Club Barcelona in reproducing the cultural and political identity of
Catalonia and, especially, to understand by which means the club promoted
Catalan nationalism during the period 2008-2012. With the help of the semistructured interviews, more specific issues can be addressed (Bryman, 2012).
Therefore, the interviews will help me to understand the differences between
the historic role of the football club and its involvement in the era of 20082012.
I hope to learn what the club wanted to represent during this period and how
its fans see the football club’s role. Therefore, I will interview one
representative of the Dutch Fan Club Barcelona and Edwin Winkels, who is a
Dutch journalist and author living in Barcelona. Mr. Winkels is specialized in
Catalan politics and sports and, with special focus on the Football Club
Barcelona.
A thematic analysis of press releases and of the club’s communication
channels will help to analyze what the club wants to portrait and how they
promote Catalan nationalism. The thematic analysis will help to identify the
diverse means that the club uses to promote Catalan nationalism. The
analysis of press releases will be important to analyze how the club acts as an
ambassador of Catalonia within and outside of Catalonia.
Using diverse qualitative research strategies I will be able to answer my
research question and the sub-questions. Nevertheless, I am aware of the
disadvantages of qualitative research, and I will expect to come across a few
difficulties when it comes to categorizing and coding the data. As Bryman
explains, the identification of categories and themes can be unclear (Bryman,
3
The following communication tools are subject of this dissertation: R@dio Barça, Barça TV, Revista
Barça, the official store, stadium activities, the club’s website, the Facebook account, the Twitter
account, The Google + account and the YouTube Channel
9
2012). Another problem with qualitative research might be the researcher’s
bias.
Organization The dissertation is organized as follows: firstly, in the literature review I will
introduce current debates on different concepts on nationalism, sub-state
nationalism and Catalan nationalism. Additionally, I will review the literature
on sports and particular football and nationalism, the Football Club Barcelona
and Catalan nationalism and the role of new media for identity building.
Secondly, I will introduce my research design, the methodologies used and
the way I will analyze the data in the following chapter. Thirdly, I will explain
the findings of my research, (organized by the themes that result out of the
thematic analysis) in the analysis. Lastly, I will sum up the findings in my
conclusion, with the aim to show how the Football Club Barcelona promoted
and strengthened Catalan nationalism in the time period 2008-2012.
10
Literature Review Introduction For the purpose of this dissertation, I will first introduce the literature and
theory on the concepts of nationalism, national identity, sub-state nationalism
and Catalan nationalism. Secondly, the literature on sports and, in particular,
football and its relation to nationalism and identity building will be reviewed.
Thirdly, I will examine the literature on the Football Club Barcelona and its role
in strengthening the Catalan nationalism and introduce the football club’s
historic role for the Catalan nationalist movement. Lastly, the relationship
between new media and identity building will be explained and related to the
topic of this dissertation. The reviewed literature will relate this dissertation to
current scholarly debates on the outlined topics.
The intention of this literature review is to introduce the different debates
related to the research topic of this dissertation: How did the Football Club
Barcelona promote Catalan nationalism in the period 2008-2012?
In this chapter I will elaborate on the concepts and explain how I have
developed the following research sub-questions:
a) By which means does the Football Club Barcelona promote Catalan
nationalism?
b) Can the club be considered as an ambassador of Catalonia outside
of Catalonia?
c) The stadium has been a forum for Catalans to live their Catalan
identity. What is the role of the stadium today?
d) Has the club’s strategy to promote Catalan nationalism changed with
the use of new media?
11
Nationalism, National Identity & Catalonia ‘The case of Catalonia is peculiar: we have our own language, and culture, we
are a nation without a state’
Jordi Pujol, current President and National Leader of Catalonia
(Castells, 2010,p 45)
Catalonia is an autonomous region of Spain and nationalistic claims are an
important topic of this dissertation. Therefore, I will explain the concepts of
nationalism and national identity and introduce the current debates on these
concepts. These concepts will be related to the case of Catalonia and Catalan
nationalism.
Michael Billig explains in his theory, ‘banal nationalism’ that the notion of
‘nation’ carries different interrelated concepts with it: the nation as ‘nation
state’ and ‘nation as the people inhabiting it’ (Billig, 1995). According to Billig,
the linkage of these two concepts creates nationalism. Applying the theory of
Billig to the case of Catalonia, we can consider Catalonia as a nation in the
sense of ‘nation as people’ (Billig, 2005). Catalonia is a nation within the
Spanish state.
Antony D. Smith explains the differences between an ethnic group and a
nation. According to Smith, “a nation is a named human population sharing an
historical territory, a mass, public, culture, a common economy, and common
legal rights and duties for all members” (Smith, 1999, p.11). He defines ethnic
group as: “a named human population with myths of common ancestry,
shared historical memories, one or more elements of shared culture, a link
with a homeland, and a measure of solidarity, at least among the elites”
(Smith, 2000,p.65). While a nation needs its own state (also would-be-state)
controlling a certain territory, an ethnic group needs no control over territory. A
nation can integrate different ethnic groups with civil elements, for example,
legal rights or common economic practices whereas an ethnic group stays
among themselves. In Smith’s view, nationalism and the creation of nations is
12
the consequence of a political development of ethnic groups (Hou, 2012).
Under the definitions given by both Smith and Billig Catalonia would then be
considered a nation.
Benedict Anderson described the nation as an imagined political community.
In his book ‘Imagined Communities’ he explains: “it is imagined because the
members of even the smallest nation will never know most of their fellow
members, meet them, or even hear of them, yet in the minds of each lives the
image of their communion…Finally, it is imagined as community, because,
regardless of the actual inequality and exploitation that may prevail in each,
the nation is always conceived as a deep, horizontal comradeship (Anderson,
1991, p.224)”. For the purpose of this dissertation the concept of ‘nation’
needs to be explored and applied on the Catalan case.
John MacInnes explores Catalan nationalism and states: “Catalan nationalism
‘is not an invented identity. For at least over 1,000 years, a given human
community...has identified itself as a nation...organized around language and
a shared history, Catalonia is not an imagined entity, but a constantly
renewed historical product’. It exemplifies the possibilities of resistance and
progress within network society. A nationalist rather than class project, based
on a language, gives people a primary identity to organize meaning: a trench
from which to fight marginalization by the power of flows” (MacInnes, 2006,
p.680).
André Lecours analyses the survival and growth of sub-state nationalism in
Belgium, Canada, Spain and the United Kingdom. He considers the Catalan
nation as a sub-state of Spain. According to Lecours there are six reasons,
why sub-state nationalism exists. He states on this: “First, the principle of selfdetermination, which is constitutive of modern politics, provides a sense that
claims for territorial autonomy or independence articulated in the name of a
nation hold strong moral legitimacy. Second, when such arrangements are
established, they entrench, even bolster, national identity, and connect more
tightly
self-determination
with
territorial
mobilization
because
of
the
institutional empowerment they provide. Third, nationalist movements can
13
count on narratives about their community that can be, at least partially,
substantiated by history. Fourth, they can exploit unresolved tensions within
existing constitutional frameworks. Fifth, these movements are at the center of
public policy debates that feature highly on the country’s political agenda.
Sixth, continental integration provides nationalist movements with useful
opportunity structures” (Lecours, 2011, p.269). Lecours ideas explain some of
the reasons why Catalan nationalism exists. To understand the motivations
for Catalan nationalism and even Catalan independence will be important
when analyzing how the Football Club Barcelona promotes Catalan
nationalism.
The British-Czech philosopher and social anthropologist, Ernest Gellner
defines nationalism as: “Nationalism is primarily a political principle, which
holds that the political and the national unit should be congruent. It is a theory
of political legitimacy” (Gellner, 1983, p.1). Gellner points out in his book
‘Nations and Nationalism’ that nationalism is an instrument of the nation’s elite
to mobilize masses. Gellner views nationalism as a phenomenon in the
modern world that developed throughout time. He relates the concept of
nationalism to the promotion of literacy and education that is linked to the
process of modernization (Gellner, 1983).
According to Gellner, national identity is the decisive factor that transmits a
sense of community and nationalist sentiment. National identities are created
with the help of invented national traditions. In Gellner’s view, nationalist
sentiment can be described as ‘the feeling of anger aroused by the violation of
the principle, or the feeling of satisfaction aroused by its fulfillment’. Thus, the
nationalist movement is bound together with this sentiment (Gellner,
1983,p.1). In Gellner’s view: a man must have a national identity as he must
have a nose and two ears” (Gellner, 1983, p.6). The work of Ernest Gellner
helps to understand and define the notion of nationalism.
Analyzing Gellner’s work, Kuang – Hao Hou mentions in his article:
‘Synthesizing Gellner, Smith, and Barth: building a preliminary analytical
framework for exploring the relationships between ethnic groups, nations, and
14
nationalism’ the importance of language for the development of nationalism.
He states: “the continuity between the idioms of home and school facilitate the
task of education. The similarity and proximity between the written language
of education delivered by the state and vernacular spoken language used at
home can be conducive to a sense of community” (Hou, 2012, p. 2).
One of the most important aspects of Catalan nationalism is that Catalan as
the common language in Catalonia. As Gellner and Hou examine, a common
language is an essential instrument for the elite to build up nationalism.
Kathryn A. Woolard and Susan E. Frekko analyze in their article ‘Catalan in
the twenty-first century: romantic publics and cosmopolitan communities’ the
importance of the Catalan language for the Catalan community. They state on
the use of Catalan as an instrument for nationalism: “Not only autochthonous
Catalan native speakers but also individuals of varying social, ethnic, and
linguistic backgrounds now routinely mobilize varying forms of Catalan in
varying combinations and for varying purposes in daily life” (Frekko, Woolard,
2013, p.129).
The authors explain that languages help to build national
identities.
Anna Villarroya explains in her article ‘Cultural policies and national identity in
Catalonia’ that most of the strategies that are implemented by the Catalan
government to promote nationalism are related to the consolidation of the
Catalan language (Villarroya, 2011). She points out that the Catalan language
is the medium to nationalism and an essential symbol for the regional
nationalism in Spain. This dissertation will introduce sports and especially
football as an alternative way to promote nationalism.
Anthony D. Smith, a former student of Ernest Gellner developed ‘his own
approach on nationalism’, which he calls: ‘ethno symbolism’ (Smith, 2009).
Smith identifies symbols, memories, myths and traditions as ethnic roots of
the nation. He suggests that the ethnic roots and not the process of
modernization provide the foundation to promote nationalism. Questioning
Gellner’s elite approach, Smith argues that nationalism has always been
there, because human beings have always identified themselves with a
15
territory (Smith, 2009). The role of Smith’s ethnic roots in form of symbols and
traditions for the promotion of nationalism will be subject of this dissertation. I
will examine, if and how the Football Club Barcelona uses symbols4 as a
mean to promote Catalan nationalism.
Agreeing with Smith on the importance with symbols for nationalism, Breuilly
explains that traditions and symbols give nationalist ideas the definite shape.
They help to establish and promote nationalism in two different ways: in
projecting a certain image of the nation and enabling to come together and
express their national solidarity (Breuilly, 1982).
Hans Kohn examines the evolution of nationalism and analyses the history of
Eastern and Western nationalism explaining the differences between ethnic
and civic nationalism. While in civic nationalism (also liberal nationalism) the
nation is defined by people who identify themselves with the nation, it’s
shared values, equal rights and its language, in ethnic nationalism the nation
is defined by ethnicity (Kohn, 1968).
Other scholars have further developed Kohn’s ideas on ethnic and civic
nationalism. Shmuel Nili applied Kohn’s concept of ethnic and civic
nationalism on Catalan nationalism and compared it with the Basque
nationalism. On the different forms of nationalism he states the following: “The
different circumstances of industrialization in each of the two regions led to
different types of nationalism—ethnic nationalism in the Basque case, civic
nationalism in the Catalan case. Ethnic nationalism defines the limits of the
national community according to ethnic origins—thus producing a distinct
possibility of exclusion. Civic nationalism, by contrast, is usually seen as more
inclusive: the nation is defined in political rather than biological terms. A
member of an ethnic minority who accepts the civil religion of the nation can
therefore be considered—theoretically at least—an equal citizen. Civic
nationality, unlike ethnic nationality, can be acquired and therefore provides
much more significant scope for assimilation” (Nili, 2009, p.247).
4
The Catalan nationalist symbols are: the Catalan flag, the Catalan anthem and the Catalan National
Day.
16
Kohn’s theory explains the civic and ethnic elements in Catalan nationalism.
The theories of Billig, Anderson, Lacours, Gellner, Smith, Kohn and others
help us to understand the concepts of nation, nationalism and national
identity. Applying these theories on the case of Catalonia, we learn that
Catalonia can indeed be considered a nation. Catalan nationalism is based on
the Catalan language, Catalan symbols and traditions. Based on these
theories, it will be examined how the Football Club Barcelona uses Catalan
symbols and traditions to promote Catalan nationalism.
Sports & National Identity “Sport has the power to change the world. It has the power to inspire, the
power to unite people that little else has . . . It is more powerful than
governments”
Nelson Mandela (Tebbutt, 2010, p.81)
To be able to analyze the Football Club Barcelona’s role promoting Catalan
nationalism I will explore the literature on the importance of sports and
especially football for identity building. This will help me to understand why the
Football Club Barcelona strengthened Catalan nationalism and by which
means it could promote and embody the nationalist front in Catalonia.
Hunter Shobe, for example, explains how sport and especially football can be
a means to facilitate collective identification (Shobe, 2008). Gary Armstrong
and Richard Giulianotti state the following on the interconnection between
football and identity building: “As well as reflecting already existing cultural
identities (real or perceived), football is also an important site at which new
cultural identities are created, and existing ones are reproduced and
potentially transformed. The production and transformation of such identities
is a process endowed with a specific logic that can be expressed at the
individual, interpersonal, institutional and/or transnational levels.” (Armstrong,
17
Giulianotti, 1997, p.206 ).
Dag Tuastad analyses the political role of football in the Arab world. In his
article: ‘From football riot to revolution. The political role of football in the Arab
world’, he examines that football is not only the most popular sport worldwide,
but can also be used as a ‘weapon of mass distraction’. He states on this “that
in given circumstances football supporters might be at the heart of political
struggle crucially affecting political developments” (Tuastad, 2013, p.1).
According to Tuastad, football can be an important arena for the exposure of
political and social identities within authoritarian regimes. The football stadium
is the place where struggle with the regime can be initiated and political
messages are communicated. The author states: “At the football stadium
suppressed political identities and opinions might be openly expressed,
although in a disguised form where the masses preserve anonymity”
(Tuastad, 2013, p.9).
The political role of football will be examined in this dissertation. For the
purpose of this research it will be important to answer the question, if the club
can be considered an ambassador of Catalonia. Therefore, this dissertation
aims to analyze on the one hand the club’s political role as an ambassador
within Catalonia and on the other hand the club’s role representing Catalonia
abroad.
Franco & Football Kassimeris explains in his article ‘Franco, the popular game and ethnocentric
conduct in modern Spanish football’, how the Spanish dictator Franco (who
ruled the country from 1936 till 1975) tried to use football as a mean to
promote a united Spanish nationalism. Kassimeris states: “The Spanish
people were subjected to an exceptionally extensive coverage of football
games intended to distract their attention from the more troublesome issues
that tormented their country. It appears that ‘Franco fed his impoverished
subjects a constant feast of football, a policy of “footballising” the masses in
18
the hope that their minds might be taken up with matters other than their
miser’” (Kassimeris, 2012, p.559). The sport was used for fascist propaganda
and as a catalyst to promote Spanish nationalism.
In contrast to what Franco wanted to achieve, all he succeeded in was to
point out regional rivalries (Kassimeris, 2012). While the Football Club Real
Madrid represented Franco and centralized Spain, in contrary the Football
Club Athletic Bilbao and Football Club Barcelona symbolized the regional
nationalism in the Basque Country and Catalonia (Kassimeris, 2012). On this
topic, Kassimeris states: “In reality, Athletic de Bilbao and Real Sociedad de
Futbol replaced their original colors with the red, green and white of the
ikurrina, whereas the Basque language, Euskera, was spoken at their home
grounds more widely than ever before. Similarly, the Catalan language that
Franco had long banished became the ultimate means of defiance in the
stadium of Futbol Club Barcelona, just as the club’s red and blue colors
represented the red and yellow of Catalonia’s flag. Furthermore, the decision
of the Catalan club’s officials to revert to the traditional colors of the wider
region and the adoption of the cross of St. George on the badge of the club
signified the identity of the Futbol Club Barcelona and its struggle against the
regime“ (Kassimeris, 2012, p. 560).
During the era of Franco, the Football Club Barcelona was more than a club.
The cross of St. George and Catalonia’s colors in the club’s badge are
constant reminders of its Catalan roots. Kassimeris states: “Indeed, the role of
Futbol Club Barcelona in constructing and maintaining Catalan identity is
fundamental” (Kassimeris, 2012, p. 560).
While in the past the stadium has played a special role for Catalans to
express their national sentiments, for this dissertation it is important to know
what is the role of the stadium in the 21st century.
FC Barcelona & Catalan Identity On the role of the Football Club Barcelona, the authors, Xifra, Benjamin, Goig,
19
Nili, Kassimeris agree that the Football Club Barcelona is strengthening and
reflecting Catalan national identity (Xifra, 2006; Benjamin, n.d.; Goig 2008; Nili
,2009; Kassimeris, 2012). Xifra states on this: “Barça is in itself a dominant
symbol, that it acts as one of Catalonia’s main metonyms and as the
benchmark for Catalan national reality in drawing together complex notions
and vital experiences such as Catalonia, Catalan nationalism, national
sentiment, a common past, shared grievances, family tradition, festive
celebrations, and so on. In other words, it synthesizes panoply of meanings
that have snowballed in the club’s century-old history and in the history of the
“imagined community” that is Catalonia” (Xifra, 2008, p.194-195).
Xifra explains that the Football Club Barcelona is an organization with great
symbolic significance in Catalonia. He states: “Lacking a Catalan national
soccer team, Barca (as it is popularly known) takes on the role of national
ambassador of Catalonia. It is more influential in the creation of identity and
reputation than the Catalan government…” (Xifra, McKie, 2012, p.820). Xifra
explains the football club’s influence with Nye’s nation of soft power5 and the
ability to get others to want the same aspirations as you want. Xifra and
McKie state on this: “Barca has been the main vehicle of soft power, and its
sports policy has been its main system for building relationships with foreign
publics. In addition, the significant efforts made by Barcelona FC as an
ambassador for Catalonia have targeted the tourism and economic promotion
of the “Catalunya” (Catalonia) brand” (Xifra, McKie, 2012, p.821).
Similar to other football clubs, the Football Club Barcelona organizes world
tours during pre-seasons to promote its interests. Xifra explains, that these
tours are even sponsored by the government of Catalonia to improve the
Catalan reputation and represent the Catalan community worldwide (Xifra,
2008). The fact that the club promotes Catalonia abroad and Xifra’s idea on
how the club engages in foreign and public policy will be examined in this
dissertation. This is related to the idea of the Football Club Barcelona being
the ambassador of Catalonia.
5
Soft power is defined as: “getting others to want the outcomes you want- co-opt people rather than
coerces them” (Nye, 2004, p.5).
20
The literature has shown that sports can play an important role in promoting
and strengthening national sentiments. Scholars agree that the Football Club
Barcelona is strengthening and representing Catalan nationalism. For the
purpose of this dissertation it will be interesting to find out, by which means
the Football Club Barcelona promoted Catalan nationalism in the period of
2008-2012. Therefore, this is one of the research questions for this
dissertation.
Goig suggests that the globalization process provoked changes in the
relationship between football and identity building. He states: “This pluralism
and complexity will come together with the changes brought about by the
globalization process, which in its global dialectics implies an alteration and
readjustment of football identities” (Goig, 2008, p.61-62). In the author’s view,
globalization brings new challenges to the construction of the Spanish and
regional national identities. According to Goig, the cultural sphere has
changed. Taking the ideas of Goig into account it will be interesting to analyze
if the strategies to promote and strengthen national identity have changed due
to the development of new technologies. In the following section of the
literature review I will introduce the topic of the relationship between new
media and identity building.
New media & Identity building “Our world has been in a process of structural transformation for over two
decades…We know that technology does not determine society: it is society.
Society shapes technology according to the needs, values, and interests of
people who use the technology”
(Cardoso, Castells, 2005, p.3)
According to Manuel Castells, Catalans feel Catalan first of all, but at the
same time they feel Spanish and European. Catalonia as a nation seeks to
defend Catalan identity at home and abroad. To stay internationally
competitive and especially economically effective, the Catalan government
21
defends Catalan interests with the help of new media. Manuel Castells
describes in his book ‘The power of identity’, the rise of the network society
and its growing influence on national identity. Castells suggests that NGOs,
social movements and stateless nations have found a global space for
influential interventions to represent their interests – the ‘noosphere’. In this
noosphere, non - state actors use noopolitik, which is a form of soft power –
expressing values, ethics, procedures and ideas through social media and
mass media (Castells, 2010).
Xifra and McKie state on noopolitik6: “Noopolitik involves such core public
relations
activities
as
managing
perceptions,
interpreting
messages,
processing knowledge, and recognizing valuable ideas. Noopolitik also
involves channeling these through credible sources so that the ideas will be
regarded as legitimate and attractive. Like soft power, noopolitik seeks to
attract, persuade, and influence the perceptions of public opinion” (McKie,
Xifra, 2012, p.821).
Arquilla and Ronfeldt discuss five global trends that support noopolitik. These
trends are: “the growing fabric of global interconnection, the continuous
consolidation of global civil society, the increase in soft power, the new
importance of cooperative advantages and the formation of the global
noosphere” (Arquilla, Ronfeldt, 1999, p.29). The authors explain that
noopolitik makes the nation’s public relations more complex, because
noopolitk can be undertaken by non-state actors as well as state-actors.
According to Arquilla and Ronfeld, the trend of noopolitik increases the role of
soft power to express values, norms, ethics and ideas through all kind of
media (Arquilla, Ronfeldt, 1999).
Arquilla et al and McKie et al agree that noopolitik empowers non-state actors
and their networks. In contrary, realpolitik empowers state-actors. McKie and
Xifra state on this: “Such soft power supports non-state governments (e.g.,
6
Definition of Noopolitik: ‘In political science Noopolitik from the Greek Noos (knowledge) and German
Politik (politics) is the network-based geopolitics of knowledge’ (Arquilla, Ronfeldt, 1999)
22
the Generalitat) in building reputation through public (para) diplomatic
communication” (McKie, Xifra, 2012, p.820-821).
Manuel Castells emphasizes that Catalans use noopolitik to defend their
interests, linguistic and cultural identity (Castells, 2010). The discussion on
Castells’ ‘noopolitik’ and especially the use of new media and social media to
promote national identity will be examined in this dissertation. The Football
Club Barcelona can be considered a world leader in the field of new media
activity. An example for the club’s ‘new media’ activity is the ‘Social Stars
Award’ that the Football Club Barcelona received in 2013 for its online
performance (Football Club Barcelona, 2013c). For the purpose of this
dissertation it will be interesting to examine if the club’s strategy to promote
nationalism changed with the use of new media.
Conclusion For the purpose of this dissertation, it is important to understand the diverse
discussions and ideas on these different notions and to place these concepts
within the framework of this dissertation. With the help of this literature review
I have, firstly, explained the concepts of nationalism, national identity, substate nationalism and Catalan nationalism.
Secondly, I reviewed the literature on the relationship between sports, football
and nationalism/ identity building. Different scholars agree that sports can play
an important role to promote nationalism. Furthermore, Kassimeris, Goig, Nili,
Xifra and others point out that the Football Club Barcelona represents and
symbolizes Catalan nationalism. Given his information, I would like to know by
which means did the Football Club Barcelona promote Catalan nationalism
during the period 2008-2012?
Kassimeris explained the relationship between General Franco and football
and the role of opposed regional clubs like the Football Club Barcelona and
Athletic Bilbao. The author points out that the stadium became a platform to
express national sentiments, to speak the national language and to show
23
disagreement with Franco’s central politics. I would like to find out if the
stadium is still a special place to express Catalan nationalism.
Thirdly, I have introduced ideas on the relationship between identity building
and new media. Castells, a Catalan scholar introduced the network society
and the notion of noopolitiks which is a form of soft power that is used by nonstate actors to achieve aims and represent their interests with the help of new
media. Based on this current debate on new media and identity building this
dissertation aims to answer the research question if the club’s the strategy to
promote Catalan nationalism changed with the use of new media.
It is my intention to answer these research questions and explain how the
Football Club Barcelona promoted Catalan nationalism in the years 20082012. In my view this period represents a special case, because the club was
extraordinary successful, the team’s coach during this time, ‘Pep’ Guardiola is
an active representative of the Catalan nationalist movement and the use of
new media techniques might have brought up new communication forms.
24
Research Design, Data Collection & Data Analysis This chapter will introduce the research design, the research strategy and the
way I collect and analyze the data. For the purpose of this dissertation, I will
explain the selected social research methods and explain why I chose them.
Research Design The research design for this dissertation is a case study. Bryman explains that
a case study entails the intensive and detailed analysis of a single case. The
case study is often associated with the analysis of a community or
organization (Bryman, 2004). Yin states in his article ‘Case study research,
design and methods’, that "the distinctive need for case studies arises out of
the desire to understand complex social phenomena" because "the case
study method allows investigators to retain the holistic and meaningful
characteristics of real-life events…” (Yin, 2003, p.2). Kohlbacher explains that
case studies are the preferred strategy to answer “how” and “why” questions
(Kohlbacher, 2006).
This dissertation aims to answer the research question; how did the Football
Club Barcelona promote Catalan nationalism in the period 2008-2012?
This time period is a special case because of the unique situation of great
success of the Football Club Barcelona, the club’s global approach and still at
the same time the representation of Catalan nationalism embodied by coach
Josep Guardiola and several players of his team. The unit of analysis is the
Football Club Barcelona including its official fans clubs.
A case study design is the adequate research design for the purpose of this
dissertation. According to Yin, Catalan nationalism and the involvement of the
Football Club Barcelona can be considered as a complex social phenomenon.
25
Qualitative Research Strategy To answer my research questions, I will use a qualitative research strategy.
Casell and Symon define qualitative research as: "a focus on interpretation
rather than quantification; an emphasis on subjectivity rather than objectivity;
flexibility in the process of conducting research; an orientation towards
process rather than outcome; a concern with context—regarding behavior and
situation as inextricably linked in forming experience; and finally, an explicit
recognition of the impact of the research process on the research situation"
(Cassell, Symon, 1994, p.7).
Bryman examines that by conducting qualitative research many researchers
express the commitment to view events or social developments through the
eyes of their research objects (Bryman, 2004). Analyzing the Football Club
Barcelona and its community of fans, I would like to understand how the club
promotes Catalan nationalism and how the club acts as the ambassador for
Catalonia.
Using a qualitative research strategy within the framework of a case study
design will help to interpret by which means the Football Club Barcelona
promotes nationalism. Furthermore, I will introduce and analyze the diverse
activities in which the club acts as an ambassador of Catalonia. Thus, a
qualitative research strategy will help to achieve the research objectives.
Nevertheless, I am aware of some of the disadvantages of qualitative
research. As Bryman analyses, qualitative research can become too
impressionistic and subjective. The researcher’s bias is one of the critical
points against qualitative research. Furthermore, Bryman states on the
disadvantages of qualitative research: “When participant observation is used
or when qualitative interviews are conducted with a small number of
individuals in a certain organization or locality, they argue that it is impossible
to know how the findings can be generalized to other settings” (Bryman, 2004,
p.406).
26
Because of these disadvantages of qualitative research I will choose diverse
methodologies of data collection and data analysis to guarantee that the
findings can be generalized. Collecting the data in different ways and from
diverse sources will enable me to analyze the Football Club Barcelona from
various perspectives.
Data Collection For the purpose of this thesis I will use diverse ways of data collection. Firstly,
I will analyze the club’s website and other communication channels to identify
which are the diverse communication tools of the Football Club Barcelona.
Secondly, I will read the club’s press releases from 2008-2012 and lastly I will
conduct two semi-structured interviews. The interviews with Diana Kuijpers a
representative of the Dutch Fan Club of the Football Club Barcelona and the
Dutch journalist Edwin Winkels who lives in Barcelona and focuses in his work
on Catalan politics and sports will be included as part of the data analysis.
Kathleen Blee and Verta Taylor explain in their article: ‘Semi-Structured
Interviewing in Social Movement Research’, that semi-structured interviews
have
been
valuable
researching
social
movements.
Semi-structured
interviews help to understand social movement mobilization from the actor’s
perspective (Blee, Taylor, 2002). For the purpose of the research it will be
interesting to understand how and by which means the Football Club
Barcelona promotes Catalan nationalism and which is the political role of the
Football Club Barcelona reproducing the cultural and political identity of
Catalonia. With the help of the semi-structured interview, more specific issues
can be addressed (Bryman, 20012).
The interview with Edwin Winkels, can help to get to know the differences
between the historic role of the football club and its influence in the era of
“Pep” Guardiola 2008-2012. Furthermore, I hope to learn how the fans see
the club’s role as an ambassador of Catalonia and how the club promotes
Catalan nationalism. Therefore, in addition to the interview with Edwin
Winkels, I will interview a representative of an official fans club.
27
The aim was to conduct two more interviews with representatives of the club.
Unfortunately, the club was not willing to give the interviews explaining that
they would rather not take any position on the topic of this dissertation7. This
shows the relevance of this dissertation and how the club tries to avoid direct
statements about its political involvement in Catalonia while at the same time
the club actively promotes Catalan nationalism via its different communication
channels.
Although, I could not directly speak to representatives from the club, the
analysis of the communication channels of the Football Club Barcelona will
help to find out everything about the club’s strategies to promote Catalan
nationalism. I will be able to identify the diverse tools, which the club uses to
promote Catalan nationalism. Examining the diverse tools I will be able to
answer my research questions. An example is the analysis of the social media
activities of the club, which will show the impact of new media and its role on
identity building.
The importance of the football club’s public appearance is shown by the fact
that it is the most discussed topic in the Catalan press. Jordi Xifra states on
this in his article: “Soccer, civil religion, and public relations: Devotional–
promotional communication and Barcelona Football Club”: ‘As a mass
phenomenon, BFC’s activity becomes a sumum of events given full coverage
in the press, making Barca the main news player in Catalonia, more so than
its regional government. Barca is the region’s primary information subsidy and
almost all of its acts are treated as macro-events’ (Xifra, 2008, p.195).
Therefore, the Football Club Barcelona’s press releases will help to
understand and interpret how the club acted as an ambassador of Catalonia
in the period of 2008-2012.
Data Analysis The diverse communication channels of the Football Club Barcelona including
the TV Channel (Barca TV), the club’s magazine, the official store, the club’s
7
The email of the Football Club Barcelona can be found in Appendix IX
28
radio channel (Barca Radio), stadium activities, the website, social media
activities and the club’s YouTube channel will be analyzed with the help of a
thematic analysis. Thematic analysis is a way of analyzing data in qualitative
research with the focus on identifying, describing and examining themes
within the collected data. Bernard and Ryan explain the process of the
thematic analysis: “the process is deceptively simple: (1) read verbatim
transcripts, (2) identify possible themes, (3) compare and contrast themes,
identifying structure among them, and (4) build theoretical models, constantly
checking them against the data” (Thematic Analysis, n.d., p.12).
I will construct an index of central themes and suitable sub-themes. Bryman
states on the ‘thematic analysis’: “Indeed, the search for themes is an activity
that can be discerned in many if not most approaches to qualitative data
analysis, such as grounded theory, critical discourse analysis, qualitative
content analysis, and narrative analysis. Also, for some writers a theme is
more or less the same as a code…”(Bryman, 2004, p.578). For the purpose of
this dissertation, I will then analyze the diverse communication tools according
to the identified themes and interpret the outcome.
The press articles will be analyzed with the help of a separate thematic
analysis. Similarly to the analysis of the different communication tools of the
club, the press releases will be analyzed with the help of a thematic analysis.
Focusing on the actual content of the press releases, the press releases will
be divided into themes. Furthermore, I will examine and analyze the press
releases according to the diverse themes. The aim of this is to identify the
different activities in which the club acts as an ambassador of Catalonia. As
Bryman explains, the identification of categories and themes can be unclear
(Bryman, 2012). This can lead for me to have difficulties in identifying the
diverse themes.
The semi-structured interviews will be conducted after I have analyzed the
communication tools and the press releases. Therefore, the interview will be
organized according to the identified themes and will help to answer questions
that the analysis of the press releases and the analysis of the communication
29
tools could not cover. Memo8 recording will contribute to a faithful rendition of
the information and to conduct a preliminary analysis. Bryman states on the
use of memos: “they serve as reminders about what is meant by the terms
being used and provide the building blocks for certain amount of reflection.
Memos are potentially really helpful to researchers in helping them to
crystallize ideas and not to lose track of their thinking on various topics”
(Bryman, 2004, p. 573).
Using diverse qualitative research methodologies I will be able to answer my
research question and the sub-questions and examine the unit of analysis
from different perspectives. While being aware of the disadvantages of
qualitative research, I am sure that a case study design with a qualitative
research strategy and combined research methodologies is the right choice
for this dissertation.
8
The memos of the interviews can be found in Appendix II and III
30
Analysis Introduction In 2007, the former president of the Football Club Barcelona Joan Laporta
stated in the Frankfurt book fair, which exhibited books in Catalan, that his
team "would continue to be an instrument for Catalan culture". Furthermore
he said that the club would keep on promoting the Catalan language (El
mundo, 2007, para.1). As seen in the literature review, the Football Club
Barcelona represents Catalonia and promotes Catalan nationalism (Xifra,
2008). Analyzing the club’s the different communication channels, I was able
to identify the diverse tools by which the Football Club Barcelona promotes
Catalan nationalism and its Catalan identity. The tools that are subject of this
analysis are the club’s website, its social media activities (the Facebook,
Twitter, Google+ accounts and the YouTube channel), the club’s store, the
stadium activities, the club’s magazine (Revista Barça), the club’s TV channel
(Barça TV) and its radio Channel (R@dio Barça). These tools were chosen to
analyze the club’s way of promoting Catalan nationalism via its diverse
communication channels.
R@dio Barça is accessible online via the club’s website and comments on all
football matches of the first team including pre-season matches, friendly
games, Copa del Rey matches, regular league matches and the Champions
League. It provides detailed information before, during and after the matches.
R@dio Barça allows fans from all around the world to stay in touch with the
club and to follow the games with a ‘Barça-based commentary’. To reach a
high number of listeners, the radio broadcasts in three languages (Catalan,
Spanish and English) (FC Barcelona, 2013d).
As the club’s official TV station, Barça TV provides information from the
‘Blaugrana’ perspective. On July 27, 1999 the first program was televised on
Barça TV. Today, the TV channel transmits 24 hours daily and all programs
are dedicated to the club with focus on the football first team. The content of
the programs includes information about the club, current and historic football
31
matches of the first team and the youth teams, information about other sports
of the club, entertainment, and portraits of the club including the social role of
the club. Since 2008, Barça TV can be watched free of charge on Digital
Terrestrial Television or TDT, within Catalonia. Outside of Catalonia it is
available via cable, satellite networks and a pay-per-view channel (FC
Barcelona, 2013e). During the celebrations for the Champions league title
2012 the largest audience share of the TV channel in Catalonia were 2,5% 3,8% (FC Barcelona, 2011a).
Since November 2002, all members of the club and subscribers receive the
bi-monthly Revista Barça. The magazine replaced the former club magazine
La veu del Club (Voice of the Club). On 68 pages the magazine provides
information about the club, evaluations of the events and details about day-today happenings at Camp Nou. Furthermore, the magazine provides articles of
what is going on behind the scenes at the Football Club Barcelona. Regular
sections are: ‘We talk to…’, ‘What happened?’, ‘What a night!’, ‘The Engima’
and ‘Treasures’. The magazine is only available in Spanish and in Catalan
and can be downloaded on the Catalan and Spanish website of the Football
club Barcelona (FC Barcelona, 2013f).
The official Football Club Barcelona store can be accessed via the club’s
website. The user can choose for three different links to the Japanese, the
Portuguese/ Spanish and the ‘elsewhere’ shop in English. In the store, fans
can buy the official team outfit and all kind of fan souvenirs like fan scarves,
Barça fan clothes, caps, games, toys, gifts, key rings and other souvenirs.
The club’s official website, www.fcbarcelona.cat, is the most informative tool
of the Football Club Barcelona. It exists in eight different languages, while the
content does not change significantly. The website offers links to all the other
communication tools of the club and provides users with regular news, photos
and videos. The website was launched in 1997 and changed since then
already twice in layout and style. On the usage of the website the club states:
“On June 30, 2010 the page hits totaled 316 million over the previous 12
months while there were 29 million unique users, according to the audit
32
carried out by Nielsen” (FC Barcelona, 2013g, para. 4).
The Football Club Barcelona can be considered a global leader in social
media activity worldwide. With the help of its social media accounts the club
informs its fans about football, the social activities of the FC Barcelona
Foundation, the club and its Catalan identity. With several short news, photos
and videos the club keeps its fans up to date regularly. Additionally the club
has a YouTube account, where diverse videos are shown. These videos are
produced by the club’s TV Channel, Barça TV (FC Barcelona, 2013h).
As seen in the literature review, the stadium, Camp Nou has played a special
role strengthening Catalan nationalism. During the era of Franco’s
dictatorship, the stadium was transformed into a unique platform to express
national sentiments (Kassimeris, 2012). Therefore, the stadium will be
examined as a special tool to promote Catalan nationalism.
The subsequent topics within this section have been organized according to
the diverse themes that resulted out of the thematic analysis of the
communication tools, interviews and press releases. The first theme is
Symbols vs. Direct Statements where I will examine whether the club uses
symbols or text/oral messages to promote Catalan nationalism. The second
theme is Traditional Media vs. New Media. In this section I will examine
which tools are used to promote nationalism. Thirdly I will examine the theme,
Promotion of Independence vs. Promotion of Nationalism. Within this
topic I will analyze whether the club promotes Catalan independence as well
as Catalan nationalism. The last theme will be the Football Club Barcelona
as an ambassador inside of Catalonia vs. the club as an ambassador
outside of Catalonia. In this last chapter I will examine whether the club acts
differently within Catalonia than outside of Catalonia.
The following research questions will be answered in the analysis:
a) By which means does the Football Club Barcelona promote Catalan
nationalism?
33
b) Can the club be considered as an ambassador of Catalonia?
c) Can the club be considered as an ambassador of Catalonia outside
of Catalonia?
d) Has the club’s strategy to promote Catalan nationalism changed with
the use of new media?
Symbols vs. Direct Statements Examining the diverse communication channels of the Football Club
Barcelona, I found many Catalan nationalist symbols and direct statements in
which the club takes position on its role as a symbol and an ambassador of
Catalonia. Examples of direct statements can be found on the club’s website,
the club’s YouTube Channel and especially in the club’s magazine.
Catalonia's national symbols are defined in the Statute of Catalonia. These
are the Catalan flag (La Senyera), the national day, and the Catalan anthem
(Statute of Catalonia Art.8, 2006). The regular use of these symbols can be
seen as an indirect promotion of Catalan nationalism. These symbols can be
found in all communication tools that the club provides.
According to Breuilly, ceremonies and symbols promote nationalism in two
major ways: in projecting specific images of the nation, and enabling people to
express national solidarity when coming together (Breuilly, 1982). Elgenius
stated on national symbols: “National flags and days are central images of
nationhood and are used to represent, justify and glorify nations. The use of
flags and participation in ceremonies help symbolize commonality and the
imagined oneness of nations but such notions can also become highly
divisive. National ceremonies and national day design have therefore become
of great importance for nation builders and policy makers in multi-national and
multi-ethnic states” (Elgenius, 2011, Book cover).
As a clear example, the Catalan flag, ‘La Senyera’ is a central image that
helps the Catalan people to express Catalan solidarity and Catalan
nationalism. La Senyera is the national symbol that appears the most within
34
the communication tools of the Football Club Barcelona. It appears in the
club’s crest, the emblem of the Football Club Barcelona as well as on the
shirts and the captain armband of Carles Puyol (the current captain of the
football first team). In 2012, the team’s away shirt even resembled the Catalan
flag. The club states on this: “The back of the shirt also features the Catalan
flag, and the ‘More Than a Club’ slogan on the inside of the collar, written in a
typeface was specially chosen to reflect Catalan architecture” (FC Barcelona,
2012a, para. 1).
‘La Senyera’ is also present in the official fan store where souvenirs with
Catalan symbols are sold. Especially the ‘Classic Catalan Scarf’, the towel
with a Catalan flag and the Game- and training kits portraying ‘La Senyera’
encourage Catalan nationalism.
In the club’s website and its social media accounts one can find regularly
pictures of ‘la Senyera’. A significant example are the photos taken of the
current president of the club, Sandro Rosell with the Catalan flag in the
background. When photos of the president are taken, one can find usually
one or two flags in the background (La Senyera and the club’s flag). These
photos show how the club identifies itself with Catalonia and promotes its
Catalan identity.
Figure 2: Photo of Sandro Rosell and football player Adriano (Facebook, 2013a)
35
Another example of a picture that promotes indirectly Catalan nationalism by
showing the club emblem in form of the Catalan map is the picture that
describes the club’s identity on its website:
Figure 3: Identity FC Barcelona (FC Barcelona, 2013i)
A powerful use of ‘la Senyera’ as a symbol to promote Catalan nationalism
are the stadium mosaics that the club constructs with the help of the fans in
the Camp Nou. The mosaics have a special symbolic character during the
matches of the Football Club Barcelona against Real Madrid, which is the club
that stands symbolic for the centralistic Spain. Photos and videos of the
impressive stadium mosaics are shown on the website, the social media
accounts and the YouTube channel of the club. The following photo is one
example of the stadium mosaics that was the profile picture of the club’s
Google+ account.
Figure 4: Photo Stadium Mosaic (FC Barcelona, 2013j)
36
The other national symbol of Catalonia that the club openly promotes is the
Catalan National Day taking place on September 11th. On the Catalan
National Day, Catalonia remembers the loss of its freedom and the freedom of
its institutions in the defeat of the succession war in 1714 against the
Castilians. Since then the Catalans express their desire to keep the Catalan
identity. After Franco’s death great demonstrations for Catalan independence
took place on September 11 (Generalitat de Catalunya, 2013a). The club
officials regularly participate in the celebrations of the national day of
Catalonia.
Another a typical Catalan celebration is the day of Sant Jordi that will be later
on subject of this dissertation as a symbolic Catalan day that the club
celebrates together with the Catalan population. Furthermore, the mountain
and monastery of Montserrat will count as symbols of Catalonia for the
purpose of this dissertation and will be discussed later on in this dissertation.
As seen in the literature review, the Catalan language plays an essential role
in the expression of the Catalan identity. The Football Club Barcelona uses
the Catalan language in all its communication tools. Especially in the stadium,
all announcements are made only in Catalan. This is an interesting fact,
considering that many non-Catalan speakers visit the stadium. Interviewee
Edwin Winkels explains that the Catalan language is one of the pillars of the
Catalan identity that is actively promoted by the club. Even international
players like the Argentine Lionel Messi learn some words in Catalan directly
when arriving at the club and shouted out: ‘¡Visca Barça! ¡Visca Catalunya!9’
after winning a championship (Interview Winkels, 2013).
Furthermore, many players of the team and former coach ‘Pep’ Guardiola use
the Catalan language in their press conferences. When asked why he speaks
in Catalan, ‘Pep’ Guardiola once responded in a press conference: “We are a
country with our own language and when we leave its borders, those of us
that speak it, use it” (Malek, 2009, para. 3). Edwin Winkels says that Josep
9
Translation: Long live Barça! Long live Catalonia!
37
Guardiola answered in his press conferences in Catalan knowing that some of
the present journalists could not understand Catalan. The use of the Catalan
even in the football teams away games brought new recognition to the
language in itself (Interview Winkels, 2013)10.
Interviewee Diana Kruijpers, Board Member of the Dutch Fan Club Barcelona,
describes the Football Club Barcelona’s strategy as an indirect promotion of
nationalism via symbols that are mainly understood by the Catalan and
Spanish fan community. According to Diana Kruijpers, Catalans feel the
strong support by the club due to the extensive use of Catalan nationalist
symbols and the Catalan language. In Kruijper’s view, the club promotes
Catalan nationalism mainly indirectly, to avoid conflicts with other interests of
the club (Interview Kruijpers, 2013) 11 . This idea is supported by Edwin
Winkels who explains that the club would minimize its opportunities abroad
when being too focused on its Catalan fan community. He describes the
Football Club Barcelona as a ‘global club’ that wants to stay globally
competitive and at the same time show its Catalan identity (Interview Winkels,
2013).
All these examples show that the Football Club Barcelona uses many Catalan
nationalist symbols. Especially the Catalan flag ‘La Senyera’ can be found
regularly on all of the club’s communication channels, on the game shirts and
in the stadium. With the help of these symbols, the club promotes indirectly
Catalan nationalism.
While the club uses many nationalist symbols in all their communication
channels, it rarely directly promotes Catalan nationalism in oral or written
statements. Often we can find a promotion of Catalonia as a tourist
destination. An example is the identity section of the club’s website includes a
link to the Catalan tourism agency (L’Agència Catalana de Turisme, 2013),
which shows the linkage between the club and Catalan institutions.
10
11
Memo can be found in Appendix III
Memo can be found in Appendix II 38
Examples of the direct promotion of nationalism can be found in the club’s
magazine and the club’s YouTube channel. An example is the interview with
Ernest Benach (president of the Catalan parliament 2003-2010) in the Revista
Barça Number 40 of August 2009, when Ernest Benach explains the relation
between Catalonia and the Football Club Barcelona. He states: “Barca is an
essential social phenomenon as a model of civic catalanism of the XXI
century”
12
(p.9). Further, Benach explains that “A nation’s identity is
constructed from elements that identify it. In Catalonia we are identified by our
language, a common culture, traditions, history, and institutions…and also
moral values. It is within these values that sports play an essential role, and
where Barca along the years has made an important contribution to the
Catalan national identity” 13 (p.12). Furthermore, Benach compares the
relationship between the Football Club Barcelona and Catalonia with the
historic relationship of Nelson Mandela and the South African rugby team, the
‘Springbocks’ who helped to overcome racism and apartheid and therefore,
helped to build up the South African nation. Ernest Benach sees the role of
the Football Club Barcelona similar to the role of the rugby team in South
Africa and therefore emphasizes the role of the Football Club Barcelona in
Catalonia (Revista Barça, 2009).
This article is only one of the articles that clearly promote Catalan nationalism
within the magazine of the Football Club Barcelona. Articles that show the
connection between Catalonia and the club can be found in every magazine
that is available on the club’s website14. With the help of the magazine the
football club is promoting the club, Catalonia and Catalan nationalism and
demonstrates the linkage between the Catalan political and social elite and
the Football Club Barcelona.
12
Original text in Spanish: “El Barça es un fenómeno social indispensable como modelo de lo que
puede ser el catalanismo cívico del siglo XXI”
13
Original text in Spanish: “La identidad de una nación se construye a partir de elementos que nos
identifican. En Catalunya nos identifica una lengua, una cultura, una tradición, una historia, unas
instituciones... y también unos valores. Es en estos valores que el deporte juega un papel clave, y
donde el Barça, a lo largo de los años, ha hecho grandes contribuciones a la identidad nacional de
Catalunya”
14
All magazines from 2008-2011 can be retrieved from the club’s website 39
Another example of a direct statement is a YouTube video in which the club’s
president Sandro Rosell takes a position in the club’s role in Barcelona.
Sandro Rossell speaks in this video to the club’s members and promises that
the club will keep supporting Catalonia and Catalan’s interests (YouTube,
2012). Edwin Winkels explained in the interview, that the extent to what the
club promotes Catalan nationalism depends on the current president of the
club. According to Winkels, especially the two last presidents, Laporta and
Rossell actively encouraged the promotion of Catalan nationalism (Interview
Winkels, 2013).
As an interesting fact, all direct statements that can be found in the
communication channels of the Football Club Barcelona are only provided in
Spanish or Catalan. This shows that the club strictly separates its global
appearance from its Catalan or Spanish appearance. According to
Interviewee Edwin Winkels, the direct promotion of Catalan nationalism
interferes with other interests of the club and its players. The club and the
players are aware of this fact. An example is football players like Carles Puyol
who is Catalan, but at the same time plays for the Spanish national team.
These players try to avoid struggles between their Spanish and Catalan
identity (Interview Winkels, 2013).
With the help of Catalan symbols the club actively promotes Catalan
nationalism. Direct statements promoting Catalan nationalism are rare and
only communicated in Spanish and Catalan. This shows that the club tries to
separate its global image from the image that they want to give in Spain and
Catalonia. In Spain and especially in Catalonia the club takes position and
defends Catalan interests. Everyone in Spain and Catalonia understands the
symbols that the club is communicating via its official communication
channels, while the global community does not necessarily see these symbols
as a promotion of Catalan nationalism. However, Catalonia is still being
promoted. This is confirmed by Diana Kruijpers from the Dutch Fan Club
Barcelona in her interview. She emphasized the strong indirect support for
Catalan nationalist ideas by the club via symbols and the lack of direct
statements especially in internationally accessible communication channels
40
(Interview Kruijpers, 2013).
Traditional Media vs. New Media Analyzing the different communication channels of the Football Club
Barcelona will provide information on how the club uses traditional
communication tools and new media to promote Catalan nationalism.
Traditional or old media are the communication tools that have already
existed before the evolution of the Internet (Cambridge Dictionaries Online,
2013). Therefore, the club’s TV channel, the club’s magazine, the club’s radio,
the stadium’s activities and the official store of the Football Club Barcelona
count as traditional tools for the purpose of this dissertation. Within the
traditional communication tools, the club’s magazine, the activities in the
stadium and the club’s TV channel are the communication tools of the
Football Club Barcelona that promote Catalan nationalism.
While all these tools promote nationalism indirectly with the help of symbols or
directly via oral or written statements, the radio channel R@dio Barca only
reports about football and is therefore of no relevance for this dissertation.
New media is the club’s website, its social media accounts and the YouTube
channel.
The use of Catalan language in traditional media The Football Club Barcelona communicates with its fans in different
languages. One example is the club’s website and the social media accounts
where the club uses up to eight different languages to communicate with the
public. In contrast to this, the club communicates via its traditional
communication tools mainly in Catalan or in Spanish. As seen in the literature
review, the Catalan language is a central part of the Catalan culture and one
of the pillars of Catalan nationalism.
One example within the traditional communication tools is Barça TV. Most of
the programs of the TV channel are in Catalan. This shows that also mainly
41
Catalan viewers are addresses by the TV Channel. Highlights of the games
can be later watched via the club’s YouTube channel, which makes the club’s
TV moments accessible for everyone at any time. While most parts of the
programs content is about football, some videos on the website and on
YouTube or in the social media (which are also produced by Barça TV)
promote directly or indirectly Catalonia and Catalan nationalism. Other
examples are the club’s magazine, which is only available in Catalan and
Spanish or the Stadium Camp Nou where the announcer only talks in Catalan
to all the visitors and fans.
Using mainly Catalan within the traditional communication channels shows
that the club addresses its Catalan fans and followers via these
communication tools. The fact that during matches the stadium announcer
only talks in Catalan explains how the club is committed to show its Catalan
identity and how they promote the use of the Catalan language.
Direct promotion of nationalism in traditional media Within the Revista Barça one can regularly find articles that show the
connection between the nation Catalonia and the Football Club Barcelona. An
example is the section ‘We talk to…’ where the Revista Barça often presents
interviews with important people of the Catalan society. Next to the already
mentioned example, the interview with Ernest Benach, many articles can be
found that explain the historical role of the Football club or its importance for
the Catalan society and abroad.
Another example is the interview with Jordi Porta, the ex-president of the
Catalan Ómnium Cultural and the current president of the UNESCO de
Catalunya. He emphasizes the significance of the Football Club Barcelona for
the Catalan society. According to Porta, the club helps to integrate migrants in
Catalonia and units the Catalan population. In the Revista Barça No. 31 of
2008 he states on this: “Barça does what others cannot do. One has to
42
recognize the club’s ability to communicate with society”15 (Revista Barça,
2008, p.41).
In Revista Barça No. 53 Catalan singer and TV personality Gerard Quintana
Rodeja explains the club’s importance for Catalonia representing the nation
abroad. He states in his interview: “Barça is for sure the institution that
represents us the most abroad”16 (Revista Barça, 2011a, p. 40).
The club’s magazine is the communication tool that includes the most direct
statements promoting Catalan nationalism, Catalonia, or emphasizing the
club’s role representing the Catalan nation. A reason for the higher number of
direct statements in the Revista Barça might be that the magazine is the
communication tool that directly communicates with the club’s members also
only targeting the Spanish and Catalan fans and members of the club.
In the official fan shop, visitors and fans can buy articles with Catalan
nationalist symbols. Selling souvenirs with symbols also includes messages
and therefore I count the official fan store as a communication tool. Especially
the ‘Classic Catalan Scarf’, the towel with a Catalan flag and the Game- and
training outfits portraying La Senyera encourage Catalan nationalism and
show the strong linkage between the club and Catalonia.
As seen in the literature review, the stadium, Camp Nou has played a special
role strengthening Catalan nationalism. During the era of Franco’s
dictatorship, the stadium was transformed into a unique platform to express
national sentiments (Kassimeris, 2012). The expression of Catalan national
symbols and the Catalan language were legalized after Franco’s death;
therefore, the role of stadium as a platform for the expression of national
sentiments became less important.
15
Original Text: “El Barça hace lo que otros no pueden hacer. Hay que reconocer su capacidad para
dialogar con la sociedad” 16
Original Text in Spanish: “El Barça es seguramente la institución que más nos representa en el
mundo….”
43
Nevertheless, my research has shown that the stadium still plays an important
role to express and promote Catalan nationalism. As an example, during the
game against Real Madrid ‘el classico’ on October 7, 2012 the whole stadium
transformed into a giant Catalan flag in form of a stadium mosaic. Showing
‘La Senyera’ especially in the game against Real Madrid that stands for the
centralistic Spain is a strong symbol for Catalan nationalism.
On its website, the Football Club Barcelona explains that showing stadium
mosaics is an activity that has become a tradition. The first mosaic was
created on May 7, 1992 during a game against Real Madrid and ever since 56
mosaics have been displayed in the stadium. The club states on the stadium
mosaics: “FC Barcelona has realized the benefits of such initiatives, which
project such a powerful image around the world, and from 2000 the club has
taken an active interest in their promotion, often in collaboration with the
media” (FC Barcelona, 2012b, para.3).
The stadium mosaics are a way of involving the fans in giving important
messages or symbols like ‘La Senyera’. The club states on this: “Not one of
these mosaics could ever have become a reality without the help of the Barça
fans themselves. But little encouragement is needed. The fans know exactly
how they are supposed to hold up their cards when the club anthem plays
before the match, or when their team scores a goal” (FC Barcelona, 2012b,
para.4). Of the 56 mosaics that have been displayed in the Camp Nou, 19
mosaics were created in games against the rival Real Madrid and 1,990,000
fans in the stadium were involved.
The example of stadium activities in the Camp Nou shows that the stadium
still plays an important role in promoting Catalan nationalism. Considering the
great audience during the games, the stadium transforms into an effective
communication tool to express important nationalist messages and symbols.
44
New Media & FC Barcelona In the literature review I introduced Castells’ network politics. According to
Castells, society is being transformed from the modern age to the age of
information society. Castells calls this process, ‘informationalism’ which is
characterized by the network society (the societal ideal type). Within the
network society, identification becomes the central mean for social change
(Castells, 2010).
New tools that the Football Club Barcelona uses are the club’s website and its
social media activities like Facebook, twitter, YouTube channel and Google +.
On its website the club’s new media activities can be followed in the Barça 2.0
section. According to Castells, non-state actors use new technologies to
address the public and influence policy making. In this section I will analyze
how the Football Club Barcelona uses new media tools to promote Catalan
nationalism.
In general the club is really active in the usage of new media. The Football
Club Barcelona received in 2013 the “Social Stars Award” for its online
performance. The club can be considered as the leading organization
worldwide in the use of new communication tools. On the success of its
communication tools the Football Club Barcelona states on its website: “The
Starcount awards are given not just on the basis of the total number of
followers, but also take into account the loyalty and interaction of users.
Barça is the world’s leading sports organization in terms of followers, with 65
million fans. Barça’s more than 65 million social network fans across the world
represent the global expansion of the Barça sentiment. The Club is present on
Facebook, Twitter, Google, YouTube and Tencent Weibo and has opened
official profiles on Instagram and Pinterest.” (Football Club Barcelona, 2013k,
para.6). This shows how the club is indeed in line with Castells’ theory using
more and more new media to address the public and defend the club’s
interests worldwide.
45
In the following section I will examine the club’s website, the social media
activities and the club’s YouTube channel and analyze how the club promotes
Catalan nationalism via these new communication channels.
FC Barcelona website With the help of the website the club shows its Catalan identity. Many news
articles and videos are related to the Football Club Barcelona’s linkage to
Catalonia. In the identity section, the club describes its values, its motto “more
than a club” and its symbols. In all these sections the importance of Catalonia
for the club is expressed. Providing links to all the other communication tools,
the website is the core element of the club’s new media communication where
all information, pictures and videos can be found. Furthermore, a link to the
Catalan tourism agency, Catalunya.com is provided which shows the close
relationship between the Club and Catalonia.
FC Barcelona on Facebook, Twitter, Google + and other social networks “FC Barcelona has ended 2012 with more than 56 million fans on social
networks around the globe”
(FC Barcelona, 2012c, para.1)
The Football Club Barcelona can be considered a global leader in social
media activity worldwide. With the help of its social media channels the club
informs its fans about football, the social activities of the FC Barcelona
Foundation, the club and its Catalan identity. With several short news, photos
and videos the club keeps its fans up to date daily.
In the article: ‘La estrategia digital del líder’ In the Revista Barca 54 the club
explains why the social media activity is so important for the club. The
objective of the club is not only to increase the club’s fan community, but also
to be closer to its fans all over the world. To be connected and to
46
communicate with as many people as possible worldwide, the club
communicates in three languages on its social media accounts (English,
Catalan and Spanish). Furthermore, the club explains that the Football Club
Barcelona is representing Catalonia worldwide via their social media activities
emphasizing that the club will not forget about its Catalan identity while being
globally orientated at the same time.
The most popular social media account is the club’s Facebook account with
currently (May 29, 2013) 42.640.636 followers or ‘likes’. In the following
graphics is shown how the Facebook account grew from 2011 to 2013. It
shows the impressive increase of followers within only two years. The first
graphic of 2011 shows the club’s Facebook page in comparison with the
Facebook pages of other European football clubs. The other two graphics
show how the club’s Facebook followers have increased in the period 20112013. This increase of followers happened according to the club because of
‘Pep’ Guardiola and his team’s last successes.
Figure 5: FC Barcelona in Facebook 2011 (Revista Barça, 2011b)
47
SEGUIDORES TOTALES
28.499.685
LAS REDES SOCIALES DEL FC BARCELONA EN DATOS *
L
Youtube
Facebook
137.696
es de vídeos subidos
300.000 espectadores
ueva Masia
Figure 6: FC
60.000 espectadores
en Series
Facebook FC Barcelona
23.226.141
# 1 mundial de entidades deportivas
Barcelona in Facebook 2012 (Revista Barça, 2012)
# Top 50 Worldwide páginas de Facebook
Google+
Facebook 2013 42,640,636 likes 832,370 talking about this 2.271.429
El FC Barcelona es el primer club deportivo en Google +
y la página 27 del mundo en esta red social.
1.071.241
1.424.302
4.766.972
59.858
To find out how the club promotes Catalan nationalism via Facebook, I looked
29.814
at all the Facebook posts by the Football Club Barcelona of the last six
27.333
Weibo
months of 2012 (July Tencent
– December).
Of the 94 posts in total, 60,6 % of the
27.910
Followers
de Tencent
Weibo
posts were
about
football,
8,5% of the posts 168.991
were about the social activities of
31.626
the club’s foundation
andusuarios
in only
5,3horas
% of the posts the club promoted
Más de 80.000
en 48
176.541
CataloniaCada
andactualización
its Catalantiene
identity.
más de 5.000 respuestas
*Datos actualizados el 9 de diciembre de 2011.
A
Actualmente
de 23.344
seguidores
Figure 7: FC Barcelona
inmás
Facebook
2013
(Facebook, 2013)
One example is the video posted on October 7, 2012 showing the impressive
stadium mosaic of la Senyera. In the video the Football Club Barcelona’s
a web y
s usuarios,
buscar a los
gualmente,
as en tiemr equipo
ciado la
o del Club,
ta, facilitando la navegabilidad y acercando
todos los trámites a los socios, como la venta
de entradas para los partidos, renovación de
carnés, cambio de datos personales o la lista
de espera de abonos. Ahora los seguidores
pueden votar por los tres mejores jugadores
de cada partido de los de Pep Guardiola en
un nuevo espacio del Barça Fans, y tanto
las agendas como las fotos y los vídeos han
ganado importancia en cada espacio.
más. Inteada a los
e evolución.
6 idiomas
y toda la
disciplinas
ede enconre socios,
exclusivos
Fans,
os y Emjorado los
n FCB, a las
Barcelonis-
Apuesta por la movilidad
Junto con la apuesta por la web y las redes
sociales, el Club está trabajando en la movilidad como una de las formas de acercarse a
los socios y simpatizantes de todo el mundo.
En febrero el Club ya mostró su apoyo para
que Barcelona se mantuviera como sede
del Mobile World Congress, un evento que
concentra los avances más importantes del
mundo de las comunicaciones inalámbricas
y los móviles. El reclamo de la marca Barça
ayudó, finalmente, a que la ciudad siguiera
siendo el epicentro del evento mundial móvil
hasta el 2018.
anthem is played while all the 98.000 fans in the stadium display one giant
Catalan flag. As said before, this event took place during a game against Real
Madrid, which shows the symbolic importance of the event. The stadium
mosaic can be seen as a symbolic promotion of Catalan nationalism.
The other social media accounts and their content are similar to the content of
the Facebook account. The second popular social media tool of the Football
Club Barcelona is its Twitter accounts. An example of the club’s online
presence worldwide is ‘Pep’ Guardiola’s 40th birthday, when the club’s
accounts occupied 0,3% of the twitter traffic worldwide. The following graphics
48
Revista Barça 25
28.499.685
LLAS REDES SOCIALES DEL FC BARCELONA EN DATO
Youtube
5.114.454
4.991.653
4.572.228
Facebook
LÍDER EN FACEBOOK
CON UNA COMUNIDAD# 1 suscriptores España
DE CASI 12 MILLONES
DE FANS EN FACEBOOK
137.696
show how the Twitter accounts
of the
Footballde vídeos
Clubsubidos
Barcelona developed
70 millones
de reproducciones
Facebook FC Barcelona
Streaming
en directo inauguración
Masia Twitter
300.000 espectadores
during the years 2011-2013. The
figures
shownueva
that
is one of the most
23.226.141
# 1 mundial de entidades deportivas
en directo
partido Next Gen
Series Barcelona
60.000 espectadores
effective communication tools Streaming
of the
Football
Club
with a total of
# Top 50 Worldwide páginas de Facebook
4.766.972 followers in 2012.
FC
RE
GA
MA
CH
LIV
AL
BA
EL
LA
NC
ER
SE
TA
RC
MA
HE
PO
A
SA
ELO
DR
ST
O
R
L
ER
ID
AY
NA
UN
ITE
D
Google+
Twitter
@fcbarcelona
306.493
@fcbarcelona
2.271.429
@fcbarcelona_cat
415.694
@fcbarcelona_cat
1.071.241
@fcbarcelona_es
588.484
@fcbarcelona_es
1.424.302
TOTAL TWITTER FC BARCELONA
4.766.972
TOTAL
L DÍA DE SU CUMPLEAÑOS
HORA
1.310.671
@FCBbasket
59.858
@FCBbasket
19.122
@FCBhandbol
29.814
@FCBhandbol
2.688
@FCBhoquei
27.333
@FCBhoquei
1.574
@FCBfutbolsala
27.910
@FCBfutbolsala
1.874
@FCBmasia
31.626
TOTAL
Twitter 2013 68.953
elona
@ fcbarcelona
@ fcbarcelona_cat
@ fcbarcelona_es
1.335.929
TOTAL
176.541
El FC Barcelona es el primer club deportivo en Google +
y la página 27 del mundo en esta red social.
Actualmente más de 23.344 seguidores
Tencent Weibo
Followers de Tencent Weibo
168.991
Más de 80.000 usuarios en 48 horas
Cada actualización tiene más de 5.000 respuestas
9,068,165
3,107,264redes sociales, integrándolas en la web y
4,423,276fomentando la interacción con los usuarios,
ta, facilitando la navegabilidad y acercando
todos los trámites a los socios, como la venta
permitiendo que el Club “vaya a buscar a los de entradas para los partidos, renovación de
seguidores estén donde estén”. Igualmente, carnés, cambio de datos personales o la lista
la web apuesta por las estadísticas en tiem- de espera de abonos. Ahora los seguidores
Figure 8: FC Barcelona in Twitter 2011-2013
(Revista Barça,
2012; Twitter, 2013)
pueden votar por los tres mejores jugadores
po real de los partidos del primer equipo
de cada partido de los de Pep Guardiola en
y las imágenes. Por ello, se ha iniciado la
un nuevo espacio del Barça Fans, y tanto
digitalización del archivo histórico del Club,
Los Barça Fans son la comunidad oficial online de seguidores culés de
las agendas como las fotos y los vídeos han
con más de 12.000 fotos.
todo el mundo. Participan activamente en la votación de los mejores juganado importancia en cada espacio.
gadores del partido, en porras con premios exclusivos y disfrutan de todo
Más que una web
tipo de ofertas de merchandising, entradas, concursos y promociones.
Apuesta por la movilidad
Pero la web del Barça es mucho más. InteJunto con la apuesta por la web y las redes
gra un universo azulgrana, adaptada a los
Barça Fans usuarios registrados
441.833
diferentes públicos y en constante evolución. sociales, el Club está trabajando en la movilidad como una de las formas de acercarse a
Con un alcance de 216 países y en 6 idiomas
los socios y simpatizantes de todo el mundo.
diferentes, además de las noticias y toda la
SUSCRIPCIONES
En febrero el Club ya mostró su apoyo para
información referente a las cinco disciplinas
de élite del Club, el aficionado puede encon- que Barcelona se mantuviera como sede
Barça Fans Newsletter Camp Nou
382.088
del Mobile World Congress, un evento que
trar información segmentada sobre socios,
concentra los avances más importantes del
peñas y fans en los siete espacios exclusivos
Barça Fans Newsletter Palau
2.806
mundo de las comunicaciones inalámbricas
con contenidos: Fundación, Barça Fans,
y los móviles. El reclamo de la marca Barça
Peñas, FCB Júnior, Barça TV, Socios y Em¡El salvapantallas interactivo del Barça ya lo han
ayudó, finalmente, a que la ciudad siguiera
presa. En este sentido, se han mejorado los
descargado más de 220.000 fans!
Revista Barça 35
espacios referentes a la Fundación FCB, a las siendo el epicentro del evento mundial móvil
hasta el 2018.
Peñas y la Oficina de Atención al Barcelonis-
In the article, “The Art of Online Portraiture”, Cheryl Lu-Lien Tan explains the
importance of social media activities in building up a business identity. The
45.763
NA REAL MADRID
author shows how social media accounts are powerful branding tools that
need strategic planning in their creation. Furthermore, she emphasizes the
importance of the profile picture. In the article she states on the profile
picture: “The New York City-based Ms. Williams, who primarily splits her
time among three social-media sites—Twitter, Facebook and LinkedIn—
says it is crucial to strike the right tone” (Lu Lien Tan, 2011,para. 2). The
profile picture is the first element that users see when they look at one of the
social media accounts of the Football Club Barcelona. The current profile
pictures of the Facebook, Twitter and Google+ accounts, show all three
49
Revista Barça
HORA
@FCBbasket
@FCBhandbol
@FCBhoquei
Catalan symbols. This shows how the club displays its Catalan identity.
@FCBfutbolsala
TOTAL
FC Barcelona on YouTube The YouTube channel of the Football Club Barcelona is the most YouTube
channel watched in Spain in 2011. The following figure shows a comparison
between the usages of the Football Club Barcelona’s YouTube channel with
the equivalent of Real Madrid. Today, the club’s account counts 852.858
scriptores en Youtube
subscribers (May, 2013).68.953
www.youtube.com/fcbarcelona
Los Barça Fans son la comunidad oficial online de se
todo el mundo. Participan activamente en la votació
gadores del partido, en porras con premios exclusiv
tipo de ofertas de merchandising, entradas, concurs
68.953
TUBE DEL
CELONA
ANAL
ÁS
PTORES
AÑA
45.763
Barça Fans usuarios registrados
SUSCRIPCIONES
Barça Fans Newsletter Camp Nou
Barça Fans Newsletter Palau
Subscribers in 2013 ¡El salvapantallas
interactivo del Ba
852,858
descargado más de 220.000 fans!
FC BARCELONA
REAL MADRID
Figure 9: FC Barcelona in YouTube 2012 & 2013 (Revista Barça 2012; YouTube,
2013).
50
In the YouTube channel diverse videos can be watched that were produced
by the TV Channel, Barça TV. The most seen video with 2.734.906 views is
the video, “L'homenatge del Camp Nou a Guardiola” (the homage of the
Camp Nou for Guardiola). This shows the importance of ‘Pep’ Guardiola for
the club and its fans. The 7th most seen video (that also can be found on the
Facebook account) from October 7, 2012 displays the giant stadium mosaic of
the Catalan flag. This is only one of the videos that show how the club
promotes Catalonia and Catalan nationalism. Other examples are videos in
which club officials participate in the celebrations of the Catalan National Day,
visit the Catalan parliament or even comment on the relationship between the
club and Catalonia.
The most expressive video referring to Catalonia and the club’s involvement
in the Catalan nationalist and even independence movement is the video from
September 2012, ‘Balance satisfactorio de Rosell en su intervención en la
Asamblea’. In the video the club’s current president Sandro Rosell comments
on the September 2012 independence march in Barcelona and explains that
the club will always defend its Catalan roots and defends the Catalan people’s
right of self determination (YouTube, 2012). This is one of the few videos that
have been published by the club clearly taking a position and supporting
Catalan nationalism and independence. As a reaction, one user for example
stated: “And what is with the fans who are ‘Blaugranas’ in their heart, but who
are no Catalans?”17. Having fans from all over the world and all over Spain
explains why the club does not take position more often on their global social
media accounts. All new media tools provide the user with the opportunity to
comment on the content that is provided. Thus, the club does not want to
encourage political discussions via its communication tools.
Nevertheless, the YouTube account counts as an effective tool to promote
Catalan nationalism, because several videos show either the national symbols
of Catalonia, the club as an ambassador of Catalonia, or even the direct
17
Original Text in Spanish: “¿Y qué con los que somos blaugranas de corazón, pero que no somos
catalanes?”
51
promotion of Catalan nationalism (mainly in the Catalan language) like seen in
the video of September 22, 2012.
The examination of the new media tools of the Football Club Barcelona has
shown how the club is one of the major players in the use of the Internet and
social media. The website and the social media accounts are used to attract
fans worldwide, but also to express the club’s Catalan identity. On the
website, links to Catalan institutions and to other communication tools, help to
promote Catalonia and promote Catalan nationalism. The social media
accounts Facebook, Twitter and Google + show already with their profile
picture that the club is promoting Catalan nationalism and its Catalan identity.
Nevertheless, the content of these accounts is mainly related to football. The
YouTube account is a really effective tool to promote Catalan nationalism
considering that some of the videos give symbolic or direct messages
strengthening Catalanism.
While according to Castells new media activities help the club to defend its
interests worldwide and increase its global recognition, the analysis has
shown that new media did not change the club’s strategy promoting Catalan
nationalism. They just add to the existing channels of communication and give
the same or similar messages.
Promotion of nationalism vs. independence In 2012 many Catalans joined demonstrations for the independence of
Catalonia. On the reasons for the growing independence support within the
Catalan population, the Catalan News Agency states: “The support for
Catalonia’s independence has significantly increased in the last few years,
fuelled by the economic crisis but also by the Spanish nationalism with its
attacks against the Catalan language and its attempts to recentralize Spain. In
fact, there has been a change within Catalan nationalism: many Catalans are
deeply disappointed with Spain, they are tired of justifying Catalonia’s national
status and language, and they have now abandoned all hope that the rest of
Spain will try to understand their claims and find a comfortable place for
52
Catalonia within a plurinational Spanish state, from a political, cultural and
economic perspective” (Catalan News Agency, 2012a, para.1).
During the 2012 demonstrations for independence in Barcelona, coach ‘Pep’
Guardiola participated by video from New York and expressed his support for
Catalan independence. The ‘Greenleft’ weekly magazine stated on this in the
article,
‘Farewell
Spain?
Catalan
independence
march
sends
huge
shockwave’: “The act concluded with a mass showing of green cards for
independence. When one Catalan hero, former Barcelona footballer Pep
Guardiola, showed his green card by video link from New York, the park went
berserk” (Greenleft, 2012, para. 21). These events show how important the
club is for the Catalan independence movement and how representatives of
the club promote Catalonia’s independence.
While Catalan nationalists never before agreed on the independence
question, the October 2012 poll conducted by the Catalan Statistics Institute
shows that 57% Catalan citizens would vote for Catalan independence in a
potential referendum, which was a record vote pro independence (Links,
2012).
These developments were also reflected in the Camp Nou when thousands of
fans came with Catalan independence flags to the stadium for the game
against Real Madrid on October 7, 2012. The Catalan fans shouted loud
independence chants. This was the first time ever that large parts of the
stadium crowd expressed their wish for Catalan independence. On this, the
Catalan news agency states that, “The chanting was particularly noisy in the
17th minute of the game. 17 minutes and 14 seconds into the game, the entire
Camp Nou started to shout the popular pro-independence claim “In – Inde –
Independència”. The moment was quite symbolic, referring to the year 1714,
when Catalonia lost its self-government institutions and Spain was created as
a Unitarian state” (Catalan News Agency, 2012b, para. 2). More than 400
million audience worldwide who watched the game on television followed this
mass demonstration in the Camp Nou (FC Barcelona, 2012).
53
An interesting fact is that these stadium demonstrations for Catalan
independence are not communicated to the public by the club itself. While the
club promotes directly and indirectly Catalan nationalism, it does not take an
official position in the independence question via its communication channels.
As an example, the independence demonstration that happened during the
game against Real Madrid in the Camp Nou is not mentioned in any official
communication tool of the club. This shows how the club balances its Catalan
interest of promoting Catalonia and Catalan nationalism or even Catalan
independence with its international and Spanish objective of being a
successful global brand and enterprise. Thus the promotion of Catalan
nationalism seems not to be absolute, it seems to be subordinated to other
priorities. Promoting Catalan independence officially would discourage many
of the Spanish members, fans and especially sponsors that see the club as a
Spanish club more than a Catalan club.
Considering the great audience of up to 400 million people worldwide and the
involvement of the fans, I consider the stadium the strongest mean to promote
Catalan nationalism and Catalan independence. Especially the independence
demonstration within the Camp Nou on October 2012 has shown how the
Football Club and its facilities help to mobilize the masses and help to directly
and indirectly promote Catalan nationalism. Although, the events were not
officially communicated via the official communication channels of the club,
the stadium displayed itself as an effective platform to promote Catalan
nationalism and independence.
Ambassador Inside of Catalonia vs. Ambassador Outside of Catalonia “If we lift ourselves up in good time and start to think, believe me, we are an
unstoppable country. Gràcies i Visca Catalunya” (Josep Guardiola in the
Catalan parliament) (FC Barcelona, 2011e, para.6)
The literature review has shown that sports can be political. Tuastad sees
football as a ‘weapon of mass distraction’. He explains that football supporters
and football clubs can crucially affect political developments (Tuastad, 2013).
54
Previously, I analyzed the diverse means by which the Football Club
Barcelona promotes Catalonia and Catalan nationalism. Looking at all the
press releases/news of the club section on the Football Cub Barcelona’s
website from 2008-2012, I will examine the political role of the club in
Catalonia.
When Joan Laporta became president of the Football Club Barcelona in 2003,
his mission was to promote the club internationally by participating in different
initiatives reaffirming the civic and ethical values of the club. Furthermore,
Laporta aimed to project and represent Catalonia in the international arena. In
speeches at home and abroad, he emphasized the club’s role as an
ambassador of Catalonia showing the world Catalonia as a nation that strives
for independence (Catalan International View, 2009). On its website the club
states: “FC Barcelona is ‘more than a club’ in Catalonia because it is the
sports club that most represents the country and is also one of its greatest
ambassadors” (FC Barcelona, 2013a, para. 1).
The task of an ambassador is to serve as a nation’s face abroad. The
Merriam Webster dictionary defines an ambassador as follows: “1) an official
envoy; especially: a diplomatic agent of the highest rank accredited to a
foreign government or sovereign as the resident representative of his or her
own government or sovereign or appointed for a special and often temporary
diplomatic assignment; 2) an authorized representative or messenger”
(Merriam Webster, 2013, para. 1).
An examination of the club’s press releases was conducted to show how the
club acts as an ambassador of Catalonia. A thematic analysis helped
organizing the diverse press releases according to different themes. Relevant
for the purpose of this dissertation are all the press releases in which the club
presents itself as an ambassador in Catalonia, outside of Catalonia and as a
social ambassador from 2008-2012.
In total 849 press releases were included in this examination. Of the total
amount of press releases 39,3% of the press releases were about football,
55
23,8% addressed the club’s members and 8,1% dealt with the new media
activities of the club. Therefore these press releases are not relevant for the
purpose of this examination. The following table shows the exact numbers of
press releases assigned to different themes form the period 2008-2012.
Season
20082009
20092010
20102011
20112012
Football &
Others18
Club &
Members
64
46
32
FCB
Ambassador
exterior21
38
60
53
41
9
1
12
87
53
24
16
9
13
123
50
39
21
12
42
19
Social
Cause20
FCB
Ambassador
interior22
2
New
Media23
2
Table: Analysis Press Releases
The Analysis of press releases has shown that the club’s teams and officials
of the club fulfill diverse tasks that would be done by a state’s ambassador:
visiting and welcoming officials of ‘other states’, visiting the Catalan and
European Parliament and participating in Catalan national day celebrations.
All these activities can be considered political activities. For the purpose of
this dissertation I will firstly explain how the club acts as an ambassador
inside of Catalonia, secondly I will explain how the club can be considered as
an ambassador outside of Catalonia and how the club’s foundation acts as a
social ambassador worldwide.
Ambassador Inside of Catalonia In 2,8% of the press releases within 2008-2012, the club portrayed itself as an
ambassador within Catalonia. This includes the participation in traditional
18
Football & others: All press releases that are about football and other activities that are not related to
the topic of this dissertation
19
Club & Members: All press releases that are about the organization of the club, its history, voting
procedures etc.
20
Social Cause: All the press releases that are related to the Barça Foundation
21
FCB Ambassador exterior: All press releases are related to the club acting as an ambassador abroad
22
FCB Ambassador interior: All press releases are related to the club acting as an ambassador in
Catalonia
23
New Media: All press releases related to the new media activities of the club 56
Catalan events, the use of Twitter in Catalan, visits to the Catalan Parliament
etc. In this section I will comment on some chosen press releases to explain
how the Football Club Barcelona acts as an ambassador of Catalan values
and traditions and Catalan nationalism.
One example on the club’s role as an ambassador within Catalonia is the
Catalan National Day celebrations in which the club participates regularly. In
2008 the Football Club Barcelona’s president Joan Laporta (president till
2010) emphasized the club’s commitment to the nation Catalonia and the
Catalan identity. Laporta stated: “FC Barcelona does a lot for the country and
we, in our own way, have a deep rooted Catalan identity. FC Barcelona does
everything necessary to promote the Catalan culture. We have put on shows
to prove this fact and it is really good to see how people recognize this” (FC
Barcelona, 2008a,para. 4). This shows how the club sees its role in Catalonia
and how they use Catalan national symbols to express their commitment to
the Catalan nation.
Another example for the club’s regular involvement in Catalan National day
celebrations is the day of Sant Jordi. As an example in 2012, the club
celebrated the day of Sant Jordi together with all their fans distributing 25,000
roses for women and 30,000 ribbons for men who visited the stadium. On the
reasons for promoting this typical Catalan tradition, the club stated: “It’s our
party, we’re sharing it with our members and people involved with the Club.
It’s an homage to our Catalan heritage” (FC Barcelona, 2012e, para.2). This is
another example of the club celebrating the Catalan culture.
In 2010, Rosell and the club’s board of directors visited the mountain and
monastery of Montserrat, which count as symbols of Catalonia. Sandro Rosell
told reporters during his visit: “Montserrat and Barca have three points in
common. They both represent a feeling; they are pillars of Catalonia and
everyone here loves Barca and Montserrat” (FC Barcelona, 2010b, para. 4).
Also in 2010, the current president of the Football Club Barcelona, Sandro
Rosell visited the Catalan Parliament - directly after his success in the 2010
57
presidential elections. While visiting the parliament, Rosell stated: “Barça
loves Catalunya … we are honored and grateful to be welcomed by our
country’s government. We are doing all we can to make Catalunya proud to
be represented by Barça” (FC Barcelona, 2010a, para.6). With this visit at the
Catalan parliament Sandro Rosell expressed that the club would continue to
promote Catalan nationalism. Calling Catalonia a country shows that Rosell
as Laporta would support Catalan independence.
These symbolic visits to Catalan institutions, Catalan historic venues and
Catalan national day celebrations show that the club gives clear signs of its
Catalan identity and it communicates these signs regularly to the Catalan
public. Within Catalonia the club is promoting Catalan values, Catalan
traditions and Catalan nationalism.
The club has a close relationship to the Catalan government. That the club’s
efforts to promote Catalonia are appreciated by the Catalan officials, are
shown by the awards that were given to Josep Guardiola for representing the
Catalan nation. On September 8, 2012 Josep Guardiola received the
Parliament’s Gold Medal, “because of his career as an elite sportsman, for the
success he has achieved as manager and for the way he was projected
Catalonia as being cultured, civic and open, and doing so in such a notorious
way”(FC Barcelona, 2011b, para.2). Earlier in 2012, Guardiola had already
received the Catalan language award for the international recognition that he
has brought to Catalan during his press conferences (FC Barcelona, 2012f).
The different awards show the importance of the club and Josep Guardiola for
Catalonia and how the Catalan Parliament welcomes and promotes the club’s
initiatives as if they were even appointing the Football Club Barcelona as
Catalonia’s legitimate ambassador.
Ambassador Outside of Catalonia The Football Club Barcelona does also represent Catalonia abroad. In 9,9%
of the press releases, the club is portrayed as Catalonia’s ambassador
58
outside of Catalonia. The club has agreed in 2008 to promote the ‘Catalonia
brand’ during their travels abroad. This official agreement with the Catalan
Tourist Board includes presentations featuring Catalonia as a touristic
attraction in the cities that the first football team visits (FC Barcelona, 2008b).
Representing and promoting Catalonia abroad, the club even welcomes and
visits state official from other ‘states’. In this way the club establishes
Catalonia’s relationships with other states. Examples are the visits of the
Deputy Prime Minister of the Russian Federation Alexander Zhukov in 2008,
the visit of Georgia’s president, Mikheil Saakashvili in 2009, the former
Mexican president Vicente Fox in 2009, Singapur’s President Sellapan Rama
Nathan in 2009, the Jordanian royals in 2010, the president of the Palestinian
National Authority Mahmud Abbas in 2011, the club’s visits of the United
States’ White House in 2011 and visit of Chinese institutions in 2012 (FC
Barcelona, 2008d, 2009a, 2009b, 2009c, 2010c, 2011c, 2011d)
During the meetings the club represents its own interests as a football club,
but also promotes Catalan values, tourism in Catalonia and Catalonia as a
nation. As an example of one of these meetings, the club states on its
meeting with the ambassadors of the Arab states: “On Friday, Sandro Rosell
welcomed fifteen ambassadors from different Arab countries to discuss ways
of building bridges and uniting cultures through sport” (FC Barcelona, 2011d,
para.1).
In many of the club’s travels abroad it actively promotes the work of the FC
Barcelona Foundation. One example is the visit of the European parliament in
2008. The Football Club Barcelona states in its press release: “Barça was at
the European Parliament at midday today, being greeted by much expectation
as they once again showed their commitment to social issues, this time in the
form of the presentation of the ‘Youth voices against racism’ program that was
developed jointly by the club’s Foundation, Unesco and the European
Parliament” (FC Barcelona, 2008c, para.2). This shows how the club stands in
for and defends social commitment worldwide. According the club, this was
the first time that a sports organization joined forces with the European
59
Parliament and the Unesco to fight racism. Being connected to the European
Parliament I assume enables the club to lobby in the first row and to represent
Catalan and the club’s interests in Europe.
Catalonia as a non-sovereign nation found in the Football Club Barcelona an
adequate and effective ambassador who represents the interests of the
Catalan nation abroad. This was also confirmed in the interview with Edwin
Winkels. According to Winkels, the football club is better known worldwide
than the president of Catalonia. The club is the nation’s natural ambassador
(Interview Winkels, 2013).
The Open University of Catalonia states on this: "The only ambassador that
Catalonia has is FC Barcelona" (Open University of Catalonia, 2013). This
was proven in a study conducted by the Universitat Oberta de Catalunya
(2008-2010) on the club’s image in the international press. Explaining the
results, the responsible lecturer, Lluís Pastor states: “The analysis of 23 digital
newspapers from around the world highlights the link between FC Barcelona
and Catalonia: 41% of the mentions in informative pieces talk about Catalans
or a Catalan team as opposed to just 6% that talk about Barça as Spaniards
or a Spanish team" (Open University of Catalonia, 2013, para. 2). According
to the study, ‘Pep’ Guardiola and Lionel Messi generate most of the media
impact. The study shows how Catalonia is mainly represented in the
international press by footballer Lionel Messi, Josep Guardiola and the
Football Club Barcelona itself.
Comparing the club’s activities of an ambassador inside of Catalonia and as a
‘political’ and social ambassador outside of Catalonia we can see some
differences in the symbols and messages that are given. While the club in
Catalonia promotes Catalan nationalism and expresses its strong commitment
to Catalonia, outside of Catalonia it plays the role of an ambassador and
engages in public diplomacy. In this way it serves the Catalan nation building
up important networks with other countries and international institutions and
therefore defeating Catalan interests abroad.
60
Conclusions The objective of this dissertation was to examine how the Football Club
Barcelona promoted Catalan nationalism in the period 2008-2012. This time
period is a special case in the history of the Football Club Barcelona, because
of the unique success of the club’s first football team, its coach Josep
Guardiola who can be considered a Catalan leader and the club’s growing
international recognition and ambition to promote the ‘Barça’ – brand globally.
In the frame of a case study design, I aimed to answer the following research
questions that were developed reviewing the literature on concepts that are
related to the subject of this dissertation.
a) By which means does the Football Club Barcelona promote
Catalan nationalism?
b) Can the club be considered as an ambassador of Catalonia
outside of Catalonia?
c) The stadium has been a forum for Catalans to live their Catalan
identity. What is the role of the stadium today?
d) Has the club’s strategy to promote Catalan nationalism changed
with the use of new media?
Diverse methodologies were used to collect and analyze the data. Firstly, the
different communication channels of the club were identified and analyzed
with the help of a thematic analysis. The themes that resulted out of the
analysis of the club’s communication tools were in the first place Symbolism
vs. Direct Statements, in the second place Traditional Media vs. New Media
and Promotion of Nationalism vs. Promotion of independence.
Secondly, 849 press releases of the years 2008-2012 retrieved from the
club’s website were examined and analyzed with the help of a separate
thematic analysis. The theme that resulted out of the analysis of the press
releases was the club as an ambassador inside of Catalonia vs. the club as
an ambassador outside of Catalonia. Lastly, two semi-structured interview
were conducted with the Dutch Fan Club board member Diana Kuijpers and
61
journalist Edwin Winkels. The interviews were analyzed with the help of a
thematic analysis complementing the before collected data. The interviews
helped to see different perspectives on the topic and to complement the
outcome of this dissertation.
The different communication tools of the Football Club Barcelona that were
subject of this analysis are R@dio Barca, Barca TV, Revista Barca, the official
store, stadium activities, the club’s website, the Facebook account, the Twitter
account, The Google + account and the YouTube channel. Analyzing these
tools, I identified the diverse means used by the club to promote Catalan
nationalism. Besides R@dio Barca, the club uses in all its communication
tools different Catalan nationalist symbols. The symbol that the most appears
in the communication channels of the Football Club Barcelona is the Catalan
flag, la Senyera. The Catalan flag can be found on photos portrayed in the
club’s website, the magazine and its social media accounts, in videos on
YouTube and Barca TV, on fan articles that can be bought in the official store
and in form of stadium mosaics in the Camp Nou. The regular use of La
Senyera can be seen as an indirect promotion of Catalan nationalism.
Further, the indirect promotion of Catalan nationalism by the club is shown by
the regular celebrations of Catalan National Days like the ‘Diada de Sant
Jordi’. The Football Club Barcelona actively engages in Catalan traditions and
therefore, helps to strengthen Catalan identity. Another example is the regular
use and promotion of the Catalan language. The Catalan language can be
seen as one of the pillars of Catalan nationalism. The Football Club Barcelona
uses in all its communication channels Catalan as its first language. While the
Football Club Barcelona uses regularly nationalist symbols promoting Catalan
nationalism indirectly, the club rarely gives direct nationalist messages.
Examples of direct statements can be found in the club’s magazine and in
videos that were produced by Barca TV and later displayed on the club’s
YouTube channel. One example for the direct promotion of Catalan
nationalism is the interview with the former president of the Catalan
parliament Ernest Benach in the club’s magazine (Revista Barca). In this
62
interview, Benach points out how the club portrays and strengthens the
Catalan identity. Statements that directly promote Catalan nationalism or even
Catalan independence can only be found in Spanish or Catalan. Reasons for
this can be that on the one hand the club wants to show the Catalan
population its support and its identification with Catalonia. On the other hand
the club wants to avoid conflicts of interest abroad that would result out of its
political involvement in Catalonia.
This might be also the reason, why the club does not officially support Catalan
independence. While officials of the club like Josep Guardiola participated in
2012 in the Catalan Independence demonstrations in Barcelona, the club
does not communicate these events via its communication channels. The club
via its own communication channels did not communicate even the stadium
demonstrations for Catalan independence on October 7, 2012, when
thousands of fans with Catalan independence flags started an impressive
demonstration in the stadium.
However, the events show that the stadium plays a special role to promote
Catalan nationalism and Catalan independence. This was also confirmed by
interviewee Diana Kuijpers who sees the stadium as a place for Catalans to
experience the Catalan identity and communicate this to the rest of the world.
While the club does not officially promote Catalan independence, it still uses
the stadium as a mean to promote Catalan nationalism (Interview Kuijpers,
2013). An example for the symbolic promotion of Catalan nationalism is the
stadium mosaics resembling La Senyera. The giant stadium mosaics are
organized by the club and constructed with the help of the 98,000 fans in the
stadium.
Considering the stadium, the store, the club’s magazine and the TV channel
as traditional means of communication, the analysis of the diverse
communication tools has shown that these communication tools are indirectly
or directly used to promote Catalan nationalism. Especially, the stadium with a
potential TV audience during the matches of 400 million viewers can be
considered an effective tool to indirectly promote Catalan nationalism.
63
On the contrary, the new communication tools or new media are targeted to
an international audience focusing on football and other interests of the club.
While one can find photos with nationalist symbols indirectly promoting
Catalan nationalism, direct statements do not exist. In general, the club’s
strategy has not changed with the use of new media. With the help of new
media the club tries to promote the ‘Barca-Brand’ worldwide. In the traditional
media
the
club
promotes
Catalan
nationalism,
especially
in
the
communication channels that are only available in Spanish and Catalan.
The analysis of the press releases has shown that the club can be considered
an ambassador of Catalonia. Furthermore, there are differences in the way
that the club acts within Catalonia and the way the club acts abroad. Within
Catalonia, the club gives strong symbolic and direct messages strengthening
Catalan nationalism. Examples are the regular National Day celebrations in
Catalonia and the symbolic visits of the Catalan parliament. In 2010 president
Rosell stated: “We are doing all we can to make Catalonia proud to be
represented by Barça” (FC Barcelona, 2010a, para.5). Contrariwise to the
strong support of Catalan nationalism within Catalonia, the club promotes
Catalonia abroad as a tourist destination and acts as the public face of the
nation. The club builds up important networks for the Catalan parliament and
engages in public diplomacy representing Catalonia abroad.
This dissertation explains how the club promoted Catalan nationalism in the
period 2008-2012. All the official communication channels of the club were
subject of this examination. Many examples are given to answer the research
questions. Nevertheless, for the purpose of this dissertation it would have
been important to have a statement of the club on how it wants to promote
Catalonia
and
Catalan
nationalism
would
have
been
interesting.
Unfortunately, when contacted, representatives of the club rejected all
interview requests.
Additionally, I suggest for future researchers to research further on how the
club sees the possible Catalan independence and which consequences this
would have for the future of the club. Furthermore, it might be interesting to
64
further research on the public diplomacy activities of the Football Club
Barcelona abroad. These two topics came up in my investigation and seem to
be very interesting for further research.
65
Bibliography •
Anderson, B. (1991). Imagined communities. Reflections on the Origin and
Spread of Nationalism. Verso. Rev. ed., London
•
Armstrong, G.; Giulianotti, R. (1997). Review Article. Football Cultures.
Entering the Field. New Perspectives on World Football. Berg, Oxford
•
Arquilla, J., & Ronfeldt, D. (1999). The emergence of noopolitik: Toward an
American information strategy. National Defense Research InstituteRAND, Santa Mónica
•
BBC News. (2012). Catalonia profile. Retrieved May 1st, 2013 from the
BBC website: http://www.bbc.co.uk/news/world-europe-20345071
•
Benjamin, C. (n.d.). Visca el Barça! Ideology, Nationalism, and the FIFA
World Cup. Kroeber Anthropological Society Papers. Vol. 101
•
Billig, M. (1995). Nations and languages, in Banal nationalism. Chapter 2.
Sage
•
Blee, K., M.; Taylor, V. (2002). ‘Semi-Structured Interviewing in Social
Movement Research’ in Klandersmans, Bert and Staggenbord, Suzanne.
(2002) Methods of Social Movement Research, (Minneapolis and London:
University of Minnesota Press) pp-92-117
•
Breuilly, J. (1982). Nationalism and the State. Manchester. Manchester
University Press
•
Bryman, A. (2012). Social Research Methods. Fourth Edition. Oxford
University Press, New York
•
Cambridge Dictionaries Online. (2013). New Media. Retrieved July 26,
2013
from
the
website:
http://dictionary.cambridge.org/dictionary/british/new-media
•
Cantelon, H.; Gruneau, R. (1982). Introduction. In Sport, Culture and the
Modern State. University of Toronto
•
Cassell, C.; Symon, G. (2004). Essential Guide to Qualitative Methods in
Organizational Research. Sage Publications Ltd., London
•
Cardoso, G.; Castells, M. (2005). The Network Society. From Knowledge
to Policy. Center For Transatlantic Relations, Washington
•
Castells, M. (2010). The power of identity. Wiley –Blackwell. 2nd Edition,
West Sussex
66
•
Catalan International View. (2009). Barcelona Football Club: the weight of
history beyond a historic season. Retrieved June 3, 2013 from the website:
http://www.international-view.cat/barcelona-football-club-the-weight-ofhistory-beyond-a-historic-season-5
•
Catalan News Agency. (2012a). The reasons behind Barcelona’s massive
demonstration for Catalonia’s independence. Retrieved June 17, 2013
from
the
website:
http://www.catalannewsagency.com/news/politics/reasons-behindbarcelona’s-massive-demonstration-catalonia’s-independence
•
Catalan News Agency. (2012b). Retrieved June 26, 2013 fro the website:
http://www.catalannewsagency.com/news/politics/massive-presencecatalan-independence-flags-fc-barcelona’s-stadium-annoys-spanishnationists
•
Elgenius, G. (2011). Symbols of Nations and Nationalism. Celebrating
Nationhood. Palgrave Macmillan
•
El Mundo. (2007). Laporta insta a crear la 'República Catalana del Barça'
si no se mejora el uso del catalán. Retrieved May 31, 2013 from the
website:
http://www.elmundo.es/elmundo/2007/10/10/espana/1192038357.html
•
Facebook (2013a). FC Barcelona. Retrieved June 2, 2013 from the
website: https://www.facebook.com/fcbarcelona?fref=ts
•
FC Barcelona. (2008a). Barça, present at the Catalan National Day
celebrations.
Retrieved
June
3,
2013
from
the
website:
http://arxiu.fcbarcelona.cat/web/english/noticies/club/temporada0809/09/n080911105185.html
•
FC Barcelona. (2008b). Barça to continue promoting Catalonia. Retrieved
June
26,
2013
from
the
website:
http://arxiu.fcbarcelona.cat/web/english/noticies/club/temporada0809/07/n080721102498.html
•
FC Barcelona. (2008c). Barça at the European Parliament. Retrieved July
26,
2013
from
the
website:
http://arxiu.fcbarcelona.cat/web/english/noticies/club/temporada0809/11/n081106105902.html
•
FC Barcelona. (2008d). Deputy Prime Minister of Russian Federation visits
Barça.
Retrieved
June
26,
2013
from
the
website:
http://arxiu.fcbarcelona.cat/web/english/noticies/club/temporada0809/11/n081113106033.html
67
•
FC Barcelona. (2009a). Laporta meets Vicente Fox. Retrieved June 26,
2013
from
the
website:
http://arxiu.fcbarcelona.cat/web/english/noticies/club/temporada0910/07/n090729107787.html
•
FC Barcelona. (2009b). Institutional visit from Singapur President.
Retrieved
June
26,
2013
from
the
website:
http://arxiu.fcbarcelona.cat/web/english/noticies/club/temporada0910/12/n091203108139.html
•
FC Barcelona. (2009c). Georgia’s president visits Barça. Retrieved June
26,
2013
from
the
website:
http://arxiu.fcbarcelona.cat/web/english/noticies/club/temporada0809/02/n090218107128.html
•
FC Barcelona. (2010a). Rosell welcomed by the institutions. Retrieved
June
3,
2013
from
the
website:
http://arxiu.fcbarcelona.cat/web/english/noticies/club/temporada1011/07/02/n100702111845.html1
•
FC Barcelona. (2010b). Rosell visits the Monastery of Montserrat.
Retrieved
June
3,
2013
from
the
website:
http://arxiu.fcbarcelona.cat/web/english/noticies/club/temporada1011/07/03/n100703111870.html1
•
FC Barcelona. (2010c). Jordanian Royals at Nou Camp. Retrieved June
26,
2013
from
the
website:
http://arxiu.fcbarcelona.cat/web/english/noticies/club/temporada1011/11/13/n101113113994.html
•
FC Barcelona. (2011a). Audience success for Barça TV and Club website.
Retrieved
June
26,
2013
from
the
website:
http://arxiu.fcbarcelona.cat/web/english/noticies/club/temporada1011/05/30/n110530117794.html
•
FC Barcelona. (2011b). Guardiola will receive Parliament’s Gold Medal on
September 8. Retrieved June 26, 2013 from the website:
http://arxiu.fcbarcelona.cat/web/english/noticies/club/temporada1112/07/19/n110719118465.html
•
FC Barcelona. (2011c). President Abbas visits the Club. Retrieved June
26,
2013
from
the
website:
http://arxiu.fcbarcelona.cat/web/english/noticies/club/temporada1112/07/21/n110721118491.html
•
FC Barcelona. (2011d). Meeting with ambassadors from Arab countries.
Retrieved
June
26,
2013
from
the
68
website:http://arxiu.fcbarcelona.cat/web/english/noticies/club/temporada10
-11/02/12/n110212115687.html
•
FC Barcelona. (2011e). Guardiola receives Gold Medal from Parliament of
Catalonia.
Retrieved
July
19,
2013
from
the
website:
http://www.fcbarcelona.com/football/first-team/adeu-pepguardiola?widget=59637&node_id=68971
•
FC Barcelona. (2012a). Orange and yellow change strip. Retrieved June
26,
2013
from
the
website:
http://www.fcbarcelona.com/club/detail/article/season/2011-2012/orangeand-yellow-change-strip
•
FC Barcelona. (2012b). 20 years of mosaics at Camp Nou. Retrieved May
16
2013
from
the
website:
http://www.fcbarcelona.com/club/detail/article/20-years-of-mosaics-at-thecamp-nou
•
FC Barcelona. (2012c). FC Barcelona -2012’s top sports club in the world
on
social
networks
http://www.fcbarcelona.com/club/barca-20/detail/article/fc-barcelona-2012s-top-sports-club-in-the-world-on-socialnetworks
•
FC Barcelona. (2012d). Potential Audience of 400 million. Retrieved June
26, 2012 from the website http://www.fcbarcelona.com/football/firstteam/detail/article/potential-audience-of-400-million
•
FC Barcelona, (2012e). Barça hand out 25,000 roses at the Camp Nou in
commemoration of Sant Jordi. Retrieved June 26, 2013 from the website:
http://www.fcbarcelona.com/club/detail/article/season/2011-2012/barcahand-out-25-000-roses-at-the-camp-nou-in-commemoration-of-sant-jordi
•
FC Barcelona. (2012f). Guardiola receives the Ramon Aramon and Serra
award for linguistic fidelity. Retrieved June 26, 2013 from the website:
http://www.fcbarcelona.com/club/detail/article/season/20112012/guardiola-receives-the-ramon-aramon-and-serra-award-for-linguisticfidelity
•
FC Barcelona. (2012g). Sandro Rosell continues work in China. Retrieved
June
26,
2013
from
the
website:
http://www.fcbarcelona.com/club/detail/article/season/2011-2012/sandrorosell-continues-work-in-china
•
FC Barcelona. (2013a). Identity. Retrieved March 25, 2013 from the
website: http://www.fcbarcelona.com/club/identity
•
FC Barcelona. (2013b). Pep Guardiola's numbers as manager. Retrieved
March
25,
2013
from
the
website:
69
http://www.fcbarcelona.com/football/first-team/detail/article/season/20112012/pep-guardiola-s-numbers-as-manager
•
FC Barcelona. (2013c). FC Barcelona, top sports club on social networks.
Retrieved
June
25,
2013
from
the
website:
http://www.fcbarcelona.com/club/barca-2-0/detail/article/el-fc-barcelonatop-sports-club-on-social-networks-starcount
•
FC Barcelona. (2013d). Radio Barça. Retrieved June 26, 2013 from the
website: http://www.fcbarcelona.com/club/press/detail/card/radio-barca
FC Barcelona. (2013e). Barça TV. Retrieved June 26, 2013 from the
website: http://barcatv.fcbarcelona.com/detail/card/who-are-we
•
•
FC Barcelona. (2013f). Revista Barça. Retrieved June 26, 2013 from the
website: http://www.fcbarcelona.com/club/press/detail/card/revista-barca
•
FC Barcelona. (2013g). FC Barcelona Website. Retrieved June 26, 2013
from the website: http://www.fcbarcelona.com/club/press/detail/card/fcbarcelona-website
•
FC Barcelona. (2013h). FC Barcelona, a world innovator in social media,
mobile technology and applications according to CNN. Retrieved June 26,
2013 from the website: http://www.fcbarcelona.com/club/barca-20/detail/article/fc-barcelona-a-world-innovator-in-social-media-and-mobiletechnology-and-applications-according-to-cnn
•
FC Barcelona. (2013i). Identity. Retrieved May 19, 2013 from the website:
http://www.fcbarcelona.com/club/identity
•
FC Barcelona. (2013j). Club in Figures. Retrieved May 19, 2013 from the
website http://www.fcbarcelona.com/club/identity FC Barcelona. (2013d).
Radio Barça. Retrieved July 26, 2013 from the website:
http://www.fcbarcelona.com/club/press/detail/card/radio-barca
•
FC Barcelona. (2013k). FC Barcelona, top sports club on social networks.
Retrieved
June
26,
2013
from
the
website:
http://www.fcbarcelona.com/club/barca-2-0/detail/article/el-fc-barcelonatop-sports-club-on-social-networks-starcount
•
Frekko S, E.; Woolard K., A. (2013). Catalan in the twenty-first century:
romantic publics and cosmopolitan communities. International Journal of
Bilingual Education and Bilingualism. Routledge, London
•
Gellner, E. (1986). Nations and Nationalism. Cornell University Press,
Ithaca
•
Generalitat de Catalunya. (2006). Statute of Autonomy of Catalonia.
Retrieved
May
19,
2013
from
the
website:
http://www.gencat.cat/generalitat/eng/estatut/titol_preliminar.htm#a8
70
•
Generalitat de Catalunya. (2013a). National Symbols. Retrieved June 2,
2013 from the website: http://www.gencat.cat/catalunya/eng/coneixersimbolsnacionals.htm
•
Goig, R. L. (2008). Identity, Nation-State and Football in Spain: The
Evolution of Nationalist Feelings in Spanish Football. Soccer and Society
•
Greenleft. (2012). Farewell Spain? Catalan independence march sends
huge shockwave. Retrieved June 2, 2013 from the website:
http://www.greenleft.org.au/node/52258
•
Hou. K. (2012). Synthesising Gellner, Smith, and Barth: building a
preliminary analytical framework for exploring the relationships between
ethnic groups, nations, and nationalism. Asian Ethnicity. Routledge
•
Kassimeris, C. (2012). Franco, the popular game andethnocentric conduct
in modern Spanish football. Soccer & Society. Routledge
•
Kohlbacher, F. (2006). The Use of Qualitative Content Analysis in Case
Study Research. Forum Qualitative Social Research. Vol. 7, No.1
•
Kohn, H. (1968). The Idea of Nationalism. Collier, New York
•
Lecours, A. (2011). Sub-state Nationalism in the Western World:
Explaining Continued Appeal. Ethnopolitics: Formerly Global Review of
Ethnopolitics. Routledge
•
L’Agència Catalana de Turisme. (2013). Catalunya Experience. Retrieved
May 19, 2013 from the website: http://www.act.cat/accionspromocio/promocio-on-line/
•
Links. (2012). Farewell Spain? Catalan independence march sends
shockwave.
Retrieved
May
27,
2013
from
the
website:
http://links.org.au/node/3028
•
Lu-Lien Tan, C. (2011). The Art of Online Portraiture. Retrieved May 31,
2013
from
the
website:
http://online.wsj.com/article/SB1000142405297020338880457661356171
9372694.html
•
MacInnes, J. (2006). Castells’ Catalan routes: nationalism and the
sociology of identity. The British Journal of Sociology, Vol. 57
•
Malek, C., C. (2009). The Barca coach has ruffled some feathers in Spain
by saying that Catalunya is its own country with its own language.
Retrieved March 25, 2013 from the website:
http://www.goal.com/en/news/12/spain/2009/12/10/1678817/barcelonaspep-guardiola-incites-political-rift-we-are-our
71
•
McKie, D.; Xifra, J. (2012). From realpolitik to noopolitik: The public
relations of (stateless) nations in an information age. Public Relations
Review. Elsevier Inc.
•
Merriam Webster. (2013). Ambassador. Retrieved June 4, 2013 from the
website: http://www.merriam-webster.com/dictionary/ambassador
•
Nili, S. (2009). The Rules of the Game—Nationalism, Globalisation and
Football in Spain: Barça and Bilbao in a Comparative Perspective. Global
Society. Routledge: London
•
Nye, J. (2004). Soft Power: The Means to Success in World Politics.
Public Affairs, New York
•
Open University of Catalonia. (2013). «FC Barcelona is Catalonia's best
ambassador». Retrieved June 3, 2013 from the website:
http://www.uoc.edu/portal/en/sala-depremsa/actualitat/noticies/2013/noticia_086/fc-barcelona-ambaixadorcatalunya-lluis-pastor.html
•
Revista Barça. (2008). Hablmos con…Jordi Porta. Revista Oficial FC
Barcelona. No. 31
•
Revista Barça. (2009). Ernest Benach , Barça, reflejo de un país. Revista
Oficial FC Barcelona. No. 40
•
Revista Barça. (2011a). Hablamos con…Gerard Quintana. Revista Oficial
FC Barcelona. No. 53
•
Revista Barça (2011b). El Barça, líder mundial en las redes sociales.
Revista Oficial FC Barcelona. No. 50
•
Shobe, H. (2008). Place, identity and football: Catalonia, Catalanisme and
Football Club Barcelona, 1899-1975. National Identities. Vol. 10.
Routledge
•
Smith, A. (1999). Myths and Memories of the Nation. Oxford University
Press, Oxford
•
Smith. A. (2000). The Nation in History: Historiography Debates about
Ethnicity and Nationalism. Polity, Cambridge
•
Smith, A. (2009). Ethno-symbolism and Nationalism: A Cultural Approach.
Routledge, London
•
Tebbutt, P. (2010). Samaritan of South African Rugby. Chris Burger/ Petro
Jackson Players Fund 1980-2010. Sun Press
72
•
Thematic Analysis. (n.d.). Chapter One. Thematic Analysis. Retrieved July
16,
2013
from
the
website:
http://www.sagepub.com/upmdata/44134_1.pdf
•
Tuastad, D. (2013). From football riot to revolution. The political role of
football in the Arab world. Soccer & Society. Routledge
•
Twitter. (2013). FC Barcelona. Retrieved June 26, 2013 from the website:
https://twitter.com/FCBarcelona
•
Villarroya, A. (2011). Cultural policies and national identity in Catalonia.
International journal of Cultural Policy. Routledge, London
•
Wilson, J. (2012). FC Barcelona, Catalan Independence Movement Makes
Team More Than A Club. Retrieved May 1, 2013 from the website:
http://www.huffingtonpost.com/2012/10/29/fc-barcelona-catalanindependence_n_2038634.html
•
Wikipedia. (2013). Catalonia. Retrieved July 25, 2013 from the website:
http://en.wikipedia.org/wiki/Catalonia
•
Xifra, J. (2008). Soccer, civil religion, and public relations: Devotional–
promotional communication and Barcelona Football Club. Public Relations
Review 34. Elsevier
•
Yin, R. K. (2003). Case study research, design and methods. 3rd ed. Sage
Publications, Newbury Park
•
YouTube. (2013). FC Barcelona. Retrieved June 26, 2013 from the
website: http://www.youtube.com/fcbarcelona
73
Appendix I Example Interview Guide: Interview Diana Kuijpers
PERSONAL
Ø What is your function in the fan club?
ROLE OF FC BARCELONA AS AMBASSADOR
Ø How do you understand the club motto ‘Més que un club’?
Ø Do you think of the club when you think of Catalonia, and the other way
around?
Ø Do you think the FC Barcelona can be considered an ambassador of
Catalonia? If yes, can you give examples?
Ø If yes, do you think the FC Barcelona acts as an ambassador outside
of Catalonia the same way as inside of Catalonia? If yes, Can you give
examples?
MEANS TO PROMOTE NATIONALISM
Ø Do you visit the club’s website, YouTube and social media accounts?
Ø Do you read the club’s magazine, listen to R@dio Barca, or do you
watch Barca TV?
Ø Do you recognize any Catalan nationalist symbols within these
communication tools? If yes, which ones and in which communication
tools?
Ø Do you think that new media (Internet/ social media/ Facebook/ Twitter
etc.) play a new role to promote Catalan nationalism? For example in
comparison to traditional means of communication like radio Barca and
74
Barca TV? Does the Football Club Barcelona use social media to
promote Catalan nationalism?
Ø If yes, do you think the club helps to recruit new young members for
the Catalan independent/ or nationalist movement?
Ø If yes: Why do you think this is the case?
Ø Can you remember nationalist statements made by representatives or
players of the club (such as ‘visca Catalunya’)?
STADIUM
Ø Do you visit regularly the Camp Nou?
Ø Do you feel that the stadium is a special place to celebrate Catalan
nationalism? Examples are the stadium mosaics (fans in the Camp
Nou create big stadium mosaics with the help of cards that lie on their
seats. These mosaics often resemble the Catalan flag: La Senyera), or
latest demonstrations for independence in the Camp Nou.
Ø What are your Catalan experiences in the Camp Nou or while you
watch the games on TV? For example: Do you remember seeing
Catalan flags or other nationalist symbols?
PEP GUARDIOLA
Ø Do you think “Pep” Guardiola as the coach of FC Barcelona helped to
strengthen Catalan nationalism?
Ø If yes: Why do you think this was the case?
Ø Did he help to strengthen Catalan nationalism more than other
coaches?
Ø In which means?
75
Ø Do you think that during the period of “Pep” Guardiola, the football club
promoted Catalonia even more than in other years? (For example in
comparison to the years of Johan Cruijff?)
INDEPENDENCE
Ø Do you think the club helps to promote Catalan independence?
Ø Do you think it would be in the club’s interest if Catalonia gained
independence?
II Memo Interview Diana Kuijpers
-­‐
FC Barcelona promotes Catalan nationalism indirectly via symbols
-­‐
Foreign fans do not really understand these symbols, but Catalans feel
the direct support
-­‐
No promotion of independence because this would be in conflict with
other interests of the club
-­‐
The club’s success and the global orientation make the symbolism
even more valid. This brings more success, more pride and therefore
more nationalism
-­‐
Catalans feel supported by the symbols given by the club
-­‐
Stadium is a safe place to express Catalan nationalism and the wish
for independence – impressive peaceful message or demonstration
-­‐
The support for Catalonia and Catalan nationalism is especially visual
in the games against Real Madrid – opposition to central Spain
-­‐
Difference between the support inside and outside of Catalonia – what
people understand, but also what is said
-­‐
Guardiola mainly because of success a special case
Diana Kuijpers had good knowledge of the topic and had written her
dissertation about the club too. She looks at the club from an outsider’s
76
(foreign) perspective but can read the symbols and told me what is
internationally seen and recognized. Interesting is that she doesn’t get the
magazine although she subscribed herself (magazine is really for Spanish
and Catalan eyes). She recognizes the stadium as a safe place to promote
nationalism. She said that she does not remember any statements, but
recognizes the indirect promotion via symbols. Barca and Catalan identity go
hand in hand. The club is really important for Catalans. They can read all the
symbols and the signs that the club gives and feel the massive support. Barca
is an ambassador via symbolism (uniform, flag, stadium mosaics, emblem
etc). The club does not promote Independence.
III Memo Interview Edwin Winkels
The person
Edwin Winkels is a Dutch journalist and an author living in Barcelona. He
wrote several articles and contributed to books about the Football Club
Barcelona. Furthermore, Winkels works as a commentator for the Dutch TV
Channel NOS commentating sports events including the football matches of
the Football Club Barcelona. Information on the person can be found on his
website: http://edwinwinkels.com
Promotion of nationalism
-­‐
How much the club promotes Catalan nationalism depends on the
current president of the club. While Nunez did not support the
promotion of Catalan nationalism, Laporta and Rossell actively engage
in the promotion of Catalan nationalism
-­‐
The club is historically seen as a symbol of Catalonia
-­‐
Pep Guardiola as a Catalan figure helped to promote Catalan
nationalism. For example, he held all his press conferences in Catalan.
When a Catalan journalist asked him a question, he answered in
Catalan knowing that other journalists could not understand (even at
press conferences abroad and after away games in Spain) In this way
77
he contributed to the promotion of the Catalan language and Catalan
nationalism.
-­‐
Visca Barça, Visca Catalonia is even said by foreigners (Neymar had
to learn some words of Catalan after his arrival in Barcelona)
Indirect promotion vs. direct promotion of nationalism
-­‐
On the question why the promotion is mainly symbolic, Winkels
answered that the club is a ‘world club’. The club would minimize its
opportunities abroad when it was too focused on Catalonia only.
-­‐
The club wants to be famous and popular abroad and at the same time
show its Catalan identity.
-­‐
One the one hand the club does not want to be involved in politics and
risk its popularity in Spain, on the other hand they would like to
promote Catalonia and its Catalan identity
-­‐
The club knows how far it can go giving political messages – therefore
it is not promoting Catalan independence
-­‐
Same counts for some of the players who feel Catalan, but still play for
the Spanish national team
-­‐
To give nationalist messages is easier inside of Catalonia
Ambassador FC Barcelona
-­‐
The club is better known worldwide than the president of Catalonia, in
Catalonia people think its natural that the club is a symbol for the
nation and representing Catalonia abroad
78
IV Email FC Barcelona
Buenas tardes Sra. Stoeckel,
Nos gustaría poder contactar telefónicamente con usted para comentarle la
imposibilidad de colaborar en la encuesta que nos plantea en su mail.
Le agradecemos sus palabras y esperamos que nos facilite un número de
teléfono donde poder comentarle con más detalle este aspecto.
Cordialmente,
Imma Cantán Gabinet de Presidència
Staff of the President
FCBarcelona
Av. Arístides Maillol, s/n
08028 Barcelona
Tel. 93 496 36 26
79