Sport Communication by Chuka Onwumechili

Author:Chuka Onwumechili [Onwumechili, Chuka]
Language: eng
Format: epub
Tags: Social Science, Media Studies, Sports & Recreation, General, Cultural & Social Aspects, Business Aspects
ISBN: 9781351983525
Google: Sx0xDwAAQBAJ
Publisher: Routledge
Published: 2017-08-16T04:36:12+00:00

Ultimately, Oliseh’s action was reversed by a new manager.

Short- and long-term orientation is one of the newer dimensions found by Hofstede. Short-term orientation refers to cultures that prioritize tradition over change, whereas long-term-oriented cultures prioritize change when such change is a major improvement. Long-term orientation values persistence and adaptability. In short-term-oriented cultures, value is placed on immediate gratification. On Hofstede’s ranking, countries like Indonesia, Nigeria, and Ghana are short-term oriented, whereas China, Japan, and South Korea are long-term oriented. In South Africa, which tends towards short-term orientation, there is reverence to tradition. This is exemplified in the use of Muti (traditional magic) in sport. Culturally, Muti is believed to protect the athlete from spiritual attacks by opponents, enhance performance, and also intimidate the other team. It is a traditional practice that has not changed for ages. Kariuki (2015) claims that:

During group play in the 2010 World Cup, the South African national team sought the services of a traditional healer – a sangoma – for help in its final match, against France. The stakes were high: win, and the Bafana Bafana (South Africa) would have a chance of advancing…. South Africa subsequently defeated France 2–1, but saw Mexico advance to knockout play thanks to the overall goal differential…. Coincidence? Many in South Africa believe otherwise.

(para. 1, 2, and 4)

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