'Discursive Interpretations of Cultural Symbols in Mega Sporting Events: The Case of Messi's Bisht at the 2022 World Cup'.

This study analyzes global media narratives and framing surrounding Lionel Messi’s wearing of a bisht—a traditional Arab cloak—during the 2022 FIFA World Cup crowning ceremony in Qatar. Using qualitative frame analysis of 59 international news articles, the research identifies dominant themes including cultural symbolism (honor and respect), cultural imposition (Qatar’s assertion over Messi’s Argentine identity), cultural exchange (global unity and acceptance), and political-economic frames related to Qatar’s nation branding and publicity efforts. The media discourse reveals a dual framing of the bisht moment as both a gesture of respect and a contested symbol reflecting nationalism, identity conflicts, and geopolitical agendas within the globalized context of mega sporting events. The study highlights how nationalism and cultural dynamics continue to shape media representations, often complicating cosmopolitan ideals in international sports.