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The Top World Cup 2018 Shirts: A Lesson in Late Stage Capitalism and Global Homogenization

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Four Years ago, I wrote a piece detailing my top picks among the 2014 kits and my choices for the top five classic world cup kits. With just seven days until the 2018 FIFA World Cup kicks off in Russia, I thought I would do the same. However, this year, the list will be a little more sociological than the one from four years ago.

Indeed, outlets like GQ have provided their rankings, as well as a slew of other websites; one need only search “top world cup shirts 2018” in order to be bombarded by hundreds of choices. This is why my list will not be so much as a ranking. Instead, it will be commentary on just how late stage capitalist logic—and one dimensional thought—invade every aspect of our lives. This invasion—similar to the colonization of the life world by the system, that Sociologist Jurgen Habermas has written about—is very evident in the world of football shirts.

For an introduction to the topic, please see my earlier post from 6 July 2017 here. In short, my argument is that when the logic of consumption drives the creative process, one dimensional thought becomes the norm. Designers and creative minds are unwilling—in fact, in some cases, they may even be scared—to stray from the “tried and true” methods. After all, these are the methods that have brought profit. Therefore, creativity is stifled by a dominant form of one dimensional thought which cannot stray from its own money-making logic.

This is why cars have started to look more and more the same, and why mobile (or cellular) telephones are virtually indistinguishable from one another regardless of if they are iPhones, Samsungs, Nokias, HTCs, LGs, or any other brand. As a human society, we have become used to images—we are obsessed with them, as Jean Baudrillard has said—and this means that our reality is more of a hyperreality dominated by these images. We know what a mobile phone should look like, anything that does not look like the image we have been grown used to cannot be a phone (think of flip-phone versus iPhone). Similarly, with cars, we see the same process. We have become used to what a “luxury” car should look like, so we cannot conceive of anything that does not look like what we expect (perhaps this is why Hyundais and Kias look virtually the same while also resembling more expensive brands like BMW and Audi).

 

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Which One Of These Is a Phone? Image Courtesy Of: https://thoughttamales.wordpress.com/tag/prepaid-cell/

 

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The Same Car? Image Courtesy Of: https://www.carwow.co.uk/blog/kia-sportage-vs-hyundai-tucson

Unfortunately, football shirts are not immune from this ongoing homogenization in the name of increasing consumption, and the latest World Cup shirt designs show this. More than a few of this year’s shirts bare a striking resemblance to older shirts, which makes for a very boring overall lineup.

 

Spain 2018. Image Courtesy Of: http://www.gq-magazine.co.uk/gallery/world-cup-kits-ranked-2018

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Spain’s 2018 shirt did not impress GQ, and this is perhaps because it is just a re-hashing of the country’s classic 1994 design.

 

Spain 1994. Image Courtesy Of: http://www.branchofscience.com/2014/05/nineties-kits-usa-94-special-part-two/

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Colombia 2018. Image Courtesy Of: http://www.gq-magazine.co.uk/gallery/world-cup-kits-ranked-2018

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Another shirt that GQ didn’t like. Perhaps that is because this is just a modernized version of Adidas’ 1996 template; the antecedent of this shirt was perhaps Romania’s Euro 1996 shirt.

 

Romania 1996. Image Courtesy Of: https://thefootballshirtcollective.tumblr.com/post/142359500227/repost-199698-romania-home-shirt-from

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Mexico 2018. Image Courtesy Of: http://www.gq-magazine.co.uk/gallery/world-cup-kits-ranked-2018

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Mexico’s 2018 kit is not very imaginative (and has no resemblance to the beauties from 1998 which actually paid homage to Mexico’s Central American heritage). Instead, this kit seems to have been inspired by Bulgaria’s 1994 World Cup Kit. I suppose that is globalism at its best; in 20 years Mexico went from gaining inspiration from their own history to gaining inspiration from…Bulgaria. Maybe it is due to the fact that both countries’ flags share the same tricolor, who knows.

 

Bulgaria 1994. Image Courtesy Of: http://kirefootballkits.blogspot.com/2011/10/bulgaria-kits-world-cup-1994.html

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Germany 2018. Image Courtesy Of: : http://www.gq-magazine.co.uk/gallery/world-cup-kits-ranked-2018

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While Germany’s shirt might be striking in this line up, it is merely a rehashing of the classic West Germany shirt from 1988. And, like so many shirts on this list, the new one is not as nearly as well designed as the old one. Indeed, sequels are never as good as the originals.

 

Germany 1988. Image Courtesy Of: http://hullcitykits.co.uk/meet-the-hck-staff/

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Nigeria 2018 (Image Courtesy Of: http://www.gq-magazine.co.uk/gallery/world-cup-kits-ranked-2018

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Nigeria’s new kit has been widely touted as one of the best in this year’s tournament. GQ calls it “eccentric”, and given that it is already sold out in the UK it goes to show that sometimes it pays to stray from one-dimensional thought. Yet, at the same time, even this shirt is not completely unique. When I first saw the shirt I couldn’t help but think that I had seem something like it before. Indeed, it bares some resemblance to Holland’s classic 1998 design and West Germany’s Euro 1988 Away kit as well as Northern Ireland’s 1990 Umbro shirt.

 

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Holland 1988. Image Courtesy Of: https://www.retrosyrarezas.com/products/holland-netherlands-mens-retro-soccer-jersey-euro-88-gullit-10-replica

 

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Germany 1988-1990. Image Courtesy Of: http://kirefootballkits.blogspot.com/2016/07/germany-kits-euro-1988.html

 

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Northern Ireland 1990. Image Courtesy Of: http://nifootball.blogspot.com/2006/10/iain-dowie.html

 

It is important to note that this list—and this criticism of the 2018 shirt line up—is not to say that respecting the past, and paying homage to past designs, is not a bad thing. Indeed, respecting the past and what has come before is a good thing. But this does not mean that we should be blind to the fact that, in the name of consumption, we are being sold the past back to us in the present. It means that while we—as consumers—are paying more and more for our products, while the designers may be getting less and less creative. And it also means that there is a very real double standard in world football when it comes to shirt designs.

I will leave this post with a comparison between the 1996 Turkey Home and Away shirts and the 2016 “Spider Man” home and away Turkish Kits. Perhaps, in this instance, the designers would have done well to seek some inspiration from the past. But even here, the “past” of 1996 still represented by an Adidas template.

 

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New vs. Old. I am not a fan of the new shirts at all. Image Courtesy of the Author.

 

In March 2018 a Turkish sports pundit, Mehmet Demirkol, came out threatening to take the Turkish FA to court if they did not return to the classic Turkish national shirt design. The classic design has been changed on and off for years, culminating in the monstrosity of the 2016 “Spider Man” kits. And it is here that I agree with Mr. Demirkol. There is such a thing as national symbols, and—as Mr. Demirkol argues—the football shirt is a national symbol. We do not see international corporations like Nike and Adidas playing with German, English, Brazilian, Dutch, or Argentine kits. No, such countries have been wearing similar designs for years. Indeed, as I pointed out, Germany has returned to a classic design for the 2018 World Cup. Yet countries like Mexico and Turkey have their kits played with—and their national heritages ignored—by the whims of global capital. In order to resist the ongoing global homogenization of global corporations and globalist ideas, it is important to respect your national heritage regardless of which country you come from. And, even when it comes to football shirts, we can still stand up for our countries in the face of globalism.

 

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The Classic “Red Stripe” Design Evoking the Turkish Flag. Image Courtesy Of: http://www.milliyet.com.tr/yazarlar/baris-kuyucu/17-yil-sonra-klasik-forma-1206165/
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A Marginal Sociologist on How to Understand Media Bias and Combat Fake News: A Case Study of a World Cup Tweet

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Having studied a lot about media and society, I am keenly aware of media bias. Sadly, it is something that is all around us. Since the advent of mass media (which really kicked off with the television), Horkheimer and Adorno’s culture industry has become deeply intertwined with news media. In fact, recently, it has become more and more difficult to separate fact from fiction and—most alarmingly—news from entertainment. The French Sociologist Jean Baudrillard understood just how this new hyperreality works; as the boundaries between information and entertainment implode, news commentators “disguise culture industry hype as ‘facts’ and ‘information’ (Best and Kellner, 1991: 120). Given that this is the state of the world we all live in, it makes sense to pay a little bit of attention to how media bias operates, and how it can frame our opinions of even the most basic of topics and events (indeed, it is a topic I have written on before).

One way to better understand how media bias works is to pick a topic you are familiar with and also knowledgeable about (so just “Googling” this topic occasionally likely does not mean you are “knowledgeable”). Once you have your topic, then look at the ways in which varying news outlets report on—or view—the topic you chose. Ideally, since you will be very familiar with the topic at hand, you will be able to pick out bias and fake news from miles away.

In my case, the topic I chose for this short example is football and American politics, with the specific topic being U.S. President Donald Trump’s recent Tweet Regarding the “North American bid” (a joint bid between NAFTA(!) members Canada, Mexico, and the United States) to host the 2026 World Cup. This particular Tweet is interesting because 1) while Mr. Trump Tweets prolifically, it is not usually about football; and 2) because Mr. Trump’s Tweets themselves embody the blurring of the line between information and entertainment; indeed the responses from most media outlets seem to suggest that bashing Donald Trump has become a national sport (i.e., entertainment). Thus, the topic is perfect for a look at how media bias perpetuates itself, while preying on those who cannot be bothered to check things out for themselves.

 

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The Tweet in Question. Image Courtesy Of: https://twitter.com/realDonaldTrump?ref_src=twsrc%5Egoogle%7Ctwcamp%5Eserp%7Ctwgr%5Eauthor

 

For this short example, I just used the first six websites to come up on a simple Google search with the term “donald trump fifa” [sic]. Because this is a quick look it is by no means “scientific”, but it is still instrumental in terms of showing just how media bias works in both blatant and more subtle ways. In fact, given Google’s tendency to filter out results it doesn’t like, this small search is likely even more representative of the “hyperreal” state of modern mass media.

 

The Search

The first thing that is clear is the fact that most of the headlines are nearly identical—if that does not imply media censorship, than I don’t know what does (Image courtesy of:. The second thing that is clear is that many of the outlets that reported on this event have a certain bias embedded in their interpretations. Below, I provide a brief discussion of each outlet’s presentation of the story, followed by my own judgement.

 

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The Search Results Look as if There is no Diversity in Thought! Image Courtesy Of: https://www.google.com/search?client=safari&rls=en&ei=TmnlWs7SE4mYjwSiqKiIBQ&q=donald+trump+fifa&oq=donald+trump+fifa&gs_l=psy-ab.3..0l2j0i22i30k1l2.3155.5396.0.5632.11.11.0.0.0.0.165.1222.0j10.10.0….0…1c.1.64.psy-ab..1.10.1219…0i131i67k1j0i131k1j0i10k1.0.TPuv10s-Ibw)

 

CNN.com

Article by Sophie Tatum: (27 April 2018) “FIFA points to its ethics guidelines following Trump tweet”. The first thing to notice in this article, clearly, is the headline—it stresses “ethics”. The implication here is that, in some way, FIFA is standing up for ethics in the face of Mr. Trumps unethical Tweet. Within the article, however, there is no mention of FIFA’s own considerable corruption (Cite own work here). This inability to give the whole story makes me rate this item fairly neutral towards Mr. Trump with a pro-FIFA slant.

 

Huffington Post

Article by Mary Papenfus: (27 April 2018) “FIFA Cites Ethics Rules After Trump’s Threatening World Cup Tweet”. Here we again see the stress of “ethics” in the headline, along with an important value judgement as it calls Mr. Trump’s Tweet “threatening”. Like all news stories, this one also has filler; in this case it is background information on Trump’s travel ban and the “shithole” countries fiasco which all amounts to a bizarre conclusion by the author that there is a “perception that the U.S. is increasingly hostile to foreigners”. It even contains this gem of a sentence: “The U.S. won’t be playing in the World Cup competition in Russia this summer because its men’s team wasn’t strong enough to advance”, where the writer seems to take a dig at the “men’s team”; when radical feminism is at the point where we gloat at the failures of our nation’s athletes you know you are reading a biased—and far-left wing—piece. Only in the last sentence is there a mention of FIFA’s own past ethnical issues, contextualized by what the author sees as a “surprising” low for Mr. Trump, being “schooled” on ethics by FIFA. Overall this article is very slanted negatively towards Mr. Trump with a slight pro-FIFA slant.

 

Reuters

Article by Simon Evans: (26 April 2018) “FIFA points to ethics rules after Trump tweets threat to World Cup bid opponents”. Again there is a stress on “ethics” in this headline, along with an interpretation of Mr. Trump’s Tweet as “threatening”. Reuters then has a short paragraph referring to—but not detailing— FIFA’s having faced “repeated ethics questions over past bids to host the tournament”. Nowhere in this article do we see the kind of filler used by the Huffington Post. Overall, this makes Reuters’ piece about as neutral as we can get in this day and age.

 

Yahoo Sports

Article by Henry Bushnell (26 April 2018) “Dear President Trump, please never tweet about soccer again”. This article is the only one of the bunch to not use a similar headline as the others; indeed, it is phrased as a suggestion to Mr. Trump and implies the author’s view of President Trump from the outset. The second sentence sets the tone for the article: “Donald Trump tweeted about soccer on Thursday. And, in a wholly unsurprising development, he had no idea what he is talking about.” As the piece goes on, the author slams Mr. Trump for his threatening language and calls his Tweet “about the worst thing the president” could have done in terms of supporting the U.S. bid. Apparently, in the author’s mind, Mr. Trump has already hurt the bid simply because of his existence, noting that the U.S. is looking for votes from “207 people, or groups of people, whose fellow citizens don’t like the U.S. because they don’t like Trump”. In order to back up this “claim”, the author cites a Gallup poll which reveals that “the worldwide approval rating of U.S. leadership has dipped to 30 percent, the lowest recorded since the poll was first conducted over a decade ago”. Perhaps the author is an ardent imperialist—and is lamenting the fact that the U.S. is not “leading” the world”—or the author is simply un-informed; the “lowest” approval rate in “nearly a decade” is hardly an informative statistic as it doesn’t include, for instance, the Vietnam era (indeed, if this statistic is to be of any value, one might want to read it as a reflection not of Mr. Trump but of his predecessor, whose attempts at “king-making” were on full display around the world from Ukraine to Libya). In this article, like a few of the others, there is absolutely no mention of Fifa’s own ethnical questions and scandals. Because of this failure to present both sides, this article is highly biased, with a negative slant against Mr. Trump and a fairly favorable position on FIFA (which is praised, throughout the article, as a “democratic” group—after all, the author claims that “Germany’s vote counts for as much as Guam’s”).

 

ESPN.com

Article by ESPN Staff (27 April 2018) “FIFA points to ethics rules after Trump tweets support of World Cup bid”. As part of the main (lame)stream media, it is not perhaps surprising that ESPN’s article should be a little biased. Again, we see a similar headline to some of the other articles mentioned here, stressing “ethics”. In their filler section, ESPN refers to some of Donald Trump’s missteps, albeit in a much less abrasive manner than Huffington Post, noting that the vote between the U.S. and Morocco is closer than expected “due in part to Trump’s foreign policies — including a travel ban against mostly Arab countries — and rhetoric in describing poorer countries. Lingering resentment over the U.S. Department of Justice investigation into FIFA corruption has also hampered the U.S.-led bid’s effort to attract votes”. Indeed, the second sentence of this passage is the only one which mentions the FIFA corruption scandal.  Given ESPN’s inability to properly point out FIFA’s own questionable ethics, I must rate this story biased, with a negative slant against Mr. Trump and a slightly favorable to neutral slant towards FIFA.

 

The Hill.com

Article by Max Greenwood (27 April 2018) “FIFA refers to ethics rules after Trump tweets on US World Cup Bid”. Like other articles, this headline also focuses on FIFA’s “ethics”.  While this article also provides an interpretation of Mr. Trump’s Tweet—calling it a “veiled threat”—it is much less negative than many of the aforementioned articles. Additionally, The Hill’s filler has no mention of Trump’s travel ban or rhetoric regarding poorer countries, but does contain the lengthiest statement regarding FIFA’s own history of corruption: “FIFA has its own history of scandal. It is facing criminal investigations into the bidding process and allocation of the 2018 and 2022 World Cup tournaments in Russia and Qatar, respectively.” Given that this article spells out FIFA’s own history of corruption, I would say that this article is neutral, with a neutral to slightly negative presentation of Mr. Trump and a slightly negative to neutral slant towards FIFA.

 

So what does this exercise in media literacy teach us, in the end? I believe that it shows just how slanted the news media—and main(lame) stream media in the United States has become. Given that just two out of six of the aforementioned articles have any reference to FIFA’s own (in)famous scandals—while three of the six refer to irrelevant and non-football related topics like the “travel ban” and Mr. Trump’s “rhetoric regarding poorer countries”—it is clear that most media outlets have some sort of an agenda. They are looking to, depending on their perspective, further a certain narrative. In one case, it is that anything Mr. Trump does is inherently bad and has negative consequences for the United States; in order to further this narrative journalists tend to use filler to disparage the U.S. President. In another case, it is to further the idea that somehow FIFA—which itself is a major globalist entity—has a democratic ethos; in order to further this narrative, of course, media has to conveniently ignore the problematic aspects of FIFA’s past actions (a topic I have written about before).

It is important to recognize implicit media bias like this, because false reporting—or agenda-setting reporting—affects us all. Regardless of ones’ personal opinions about Donald Trump or his presidency, the general public would do well to recognize that biased reporting does nothing to emancipate human beings on a wider scale. In fact, it just serves to further imprison people into their own ideological cages. Given that many social media studies show that many people tend to get their news from social media—which itself tends to segregate people into camps based on political ideology—this means that many people do not look at 6, or even four, articles about the same news story. Instead, they tend to look at just one; often sent to them by a friend who thinks similarly. Imagine, for a moment, if the only piece about Trump’s World Cup Tweet that you read was the aforementioned Huffington Post piece? This would give you a very biased—and very incomplete—picture of the events. In fact, you might even believe that FIFA is some paragon of virtue—which is really the wrong take-away. This is why it is important to always do a thorough search of the news items on any topic so as to ensure that you are always striving to find a balanced portrayal of the events in question. This will help to create a more aware public and, hopefully, one less susceptible to manipulation by the mass media. Fake news is a very real problem, and the only solution to it can be found by using the human mind in a critical and discerning manner.

 

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Indeed, As Is the Case With So Many Globalist Entities, FIFA Pays Lip Service to the World While Making Off With Huge Profits. Image Courtesy Of: http://theconsul.org/2015/11/when-a-huge-corruption-takes-place-in-a-huge-nonprofit-organization-the-2015-fifa-corruption-scandal/

 

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Image Courtesy Of: https://www.cartoonmovement.com/cartoon/2668

 

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Image Courtesy Of: http://www.indianlink.com.au/backup_old/fifa-corruption-affects-us-all/ 

 

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Image Courtesy Of: https://anticap.wordpress.com/tag/qatar/