They’ve been here before. Fifteen years ago, the country hosted the 1995 Rugby World Cup. Shortly after his election in 1994, President Nelson Mandela realized how his nation was still racially and economically divided in the wake of apartheid. Running up to the championship, he hatched a little plan with the captain of South Africa’s rugby team. The game became more than a game (it always does!). The nation with 11 official languages and many dialects was soon speaking the universal language of sport.
This intriguing story is recounted in Clint Eastwood’s remarkable 2009 film Invictus, starring Morgan Freeman as Mandela. It’s also a strong reminder of the power of live television. That’s what an astute Mandela harnessed to bring all South Africans under the new flag of his resurgent nation.
He didn’t issue any decrees to the country’s pluralistic media. There were no lofty speeches, slogans or ‘infomercials’ extolling the virtues of national unity. Instead, Mandela reached out to the Rugby team, and let real life images do the talking. Images showing blacks, whites and others across the vast country cheering a (mostly white and initially unpopular) South African team were poignant -- and wholly effective.
The football and TV screen both have an addictive effect over our minds. Add live broadcasts to the mix, and that power is suddenly multiplied. The world football federation FIFA, with its 208 member associations, is probably more influential -- and certainly better known -- than the United Nations, with its 192 member states. The difference is in media outreach. It signifies the rise of soft power in our always-connected information society.
On second thoughts, those invading aliens don’t need to worry too much about the Earth’s political leaders or their armies. Without firing a single shot, the globalised media have quietly taken over our Global Village (and now it’s too late to resist!).
If the ETs want to meet the real sources of global power, they must look for the Emperors of Eyeballs, and wizards of web and mobile. Whoever wins on July 11, these are the ones who will be laughing all the way to their banks.
Science writer Nalaka Gunawardene loves to watch people who watch television. Suspicions of him being an alien spy have never been proven.
0 Response to "Mandela Magic"
Post a Comment