Using the 2011 Rugby World Cup as a catalyst for the reproduction and refinement of New Zealand's national identity: Uniting a nation around a brand image.

Abstract

This study focuses on how the New Zealand Government used a mega sports event, the 2011 Rugby World Cup, as a catalyst for the reproduction and refinement of national identity. The ways that the government used a major event to unite the nation of New Zealand around the strong brand image generated by the event are examined and critically discussed in the thesis.

This study used a case study methodology with data collected through discourse analysis. The three key themes Presenting New Zealand, Being a New Zealander and Growing New Zealand emerged, with the theme of Propaganda identified and introduced for further discussion at a later stage of the study.

The discourse analysis highlighted how the government sought to promote New Zealand to the rest of the world with particular emphases on opportunity, reputation and innovation. Such an approach led to the success of the government’s and Rugby New Zealand’s stadium of four million strategy. In addition, the potential for future similar campaigns to be grounded on national identity was established.