MIT 398: Rhetoric Criticism

Northwestern University, Qatar

Fatema Al Hadad

Qatar Bid 2022: The Success of a Nation

Introduction:

"Evenifwehadlost,wewouldhavetriedonceagaintillwewin.

QatarsEmir,SheikHamadbinKhalifaAlThani

Thankyouforbelievinginchange.

PrinceMohammadbinHamadAlThani

SheikHamadbinKhalifaAlThaniisknownastheEmirofchangeand

prosperityamongbothQatarisandnonQataris.Heplaysdifferentrolesstartingfrom

rulinghistinyrichlandtoworkingasareconcileranddevelopmentseekerinthe

internationalrealm.Nonetheless,winningthebidforthe2022WorldCupwasthe

topmostachievementforhim,hisnation,andtheMiddleEast.OnceBlatterrevealedthe

decision,theEmirhuggedhissonSheikhMohammedshowinghowimportantand

difficultthatachievementwas.Similarly,SheikhaMozahbintNasserembracedhersons

anddaughterbeforemountingthestagetotakememorablephotoswiththegolden

trophy.QataremployeditstwoyearcampaigntopersuadeFIFA(Fdration

InternationaledeFootballAssociation)ofitsqualificationsandglobalambitionsina

regionofdynamicpoliticalandeconomicrealities.ItheorizethatQatar'sbidwas

brilliantlypitchedasanarrativeandsucceededincreatinganewimageforaregion

eclipsedbywars,hatredandinjustice.Thebidwasatriumphantnationalmissionthat

involvedawiderangeofparticipatorsincludingtheroyalfamily,thebidcommittee,

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footballstarsandeventhepublic.ItcameasaresultoftheEmirsconscioustotake

Qatartothenextstepanditdid.

Sports,educationandyoutharekeyelementsinQatarsagenda,whichisregulated

bythe2030NationalVision.TheVisionfocusesonfourpillars,whichare:human

development,socialdevelopment,economicdevelopmentandenvironmental

development.AccordingtotheGeneralSecretariatforDevelopmentPlanning,Qatar

aimstobeanadvancedsocietycapableofsustainingitsdevelopmentandprovidinga

highstandardoflivingforallofitspeople.1Beingadvancedrequiresconcurringall

fieldsandstandingshoulderbyshouldernexttootheradvancednations.Therefore,to

entertheraceofaccomplishments,securingtheWorldCupwasactuallypartofQatars

vision.ItisessentialforQatarsreputationasaninternationalplayer,emergingadvanced

country,andawiseinvestor.Football,forsure,islessimportantthanpoliticsintheeyes

ofmany;however,theWorldCupconveysanimportantpoliticalmessagetoo.

TextDescription:

ComponentsoftheText

Qatarhasbeenworkingtowardsputtingitsflaginthesandanditsnameonthemap

foroveradecadebyinvestingbillionsofdollarsintosport.Eversincethecountry's

leader,EmirHamadbinKhalifaalThani,cametopowerin1995,Qatarhasgonefrom

beingarelativelymodestabsolutemonarchytooneofthericheststatesintheworld.It

hasadevelopingdemocracy,boastsuniversalsuffrageandishometotheAlJazeeraTV

network.Thediscoveryofoneoftheworld'slargestnaturalgasfieldsinitswaters

transformedQatar'sambitionsovernight.LikeitsostentatiousneighborsDubaiandAbu

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Dhabi,billionswereinvestedintakingashortcuttodevelopment.Nonetheless,Qatar

realizedthatinvestmentinsports,andespeciallyfootball,isthemosteffectivewayof

marketingthecountryoutsidetheregion.WhatelseistheretoputQataronthemap

betterthantheWorldCup?

TheQatar2022bidwasofficiallyacceptedintotherunningfortheWorldCupin

March2009.ThebidturnedsuccessfulandQatarwasannouncedtohostthe2022FIFA

WorldCupaftertheFIFAExecutiveCommitteevotedinasecretballotonthesecondof

December2010inZurich2.OtherbiddersevaluatedbyFIFAincludedAustralia,theUS,

Holland&Belgium,Spain&Portugal,Japan&SouthKorea;however,FIFAwas

impressedwithQatarsfile.Withitssmallpopulationof1.69millionpeopleofwhich

only20%areQataris,QatarwillbethefirstArabstatetohosttheWorldCup.It

promotedthehostingofthetournamentasrepresentingtheArabWorld,andhaswonthe

supportofthememberstatesoftheArabLeague.Qataralsopositioneditsbidasan

opportunity to bridge the gap between the Arab World and the West3.

In my rhetorical analysis, I will focus on the main logo (which consists of 32

pentagonsrepresentingtheconceptsofinternationalfootballandQatariheritage),the

sloganExpectAmazing,thebidpresentation,andthepromotionalvideosthatwere

presentedduringtheperiodofNovember2009untilDecember2010.

Historical Context

The countrys ambitions to host vast sport events started several years ago with

continental sport events. On November 12, 2000, voting for the 2006 venue took place in

Busan, South Korea. The voting involved the 41 members of the OCA (Olympic Council

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of Asia) and consisted of three rounds, each round eliminating one of the bidding cities.

There were four candidates and after the first round, New Delhi was eliminated with only

two votes. The second round of voting showed Dohas major success over the other two

remaining candidates, which were Malaysia and China. This is because according to the

OCA regulations, a candidate with half of the available votes will automatically be

selected as the host, and the remaining rounds of voting will be cancelled.

When Doha gained 22 out of 41 votes this meant they were selected to host the 2006

Asian Games. After the major upset, Malaysia and Hong Kong expressed their

disappointment. Malaysia said that the selection of Doha was ridiculous and that it was

influenced by Qatar's economic wealth4. For the first time ever in the region, the 15th

Asian Games was held in Doha from December 1 to December 15. Also, it was the first

time that all 45 member nations of the OCA take part in this event. Qatar wanted the

game to be beyond Asia, so it invited Eurosport to broadcast this Asian event to football

fans in the European continent5.

After Qatars unexpected success of organizing and hosting the Asian Games in

2006, it continued to chase the chances of holding more and more sporting events. Qatar

officially submitted its bid on 19 June 2006 to host the 2011 AFC Asian Cup (Asian

Football Confederation). However, this time Qatar didnt undergo a competitive process

as India withdrew their interest and Iran failed to submit proper documentation for their

bid on time. Qatar was announced as the host nation on 29 July 2007, during the 2007

AFC Asian Cup in Jakarta, Indonesia. Due to FIFAs regulations stating that

confederation events can be hosted either in January or July, and July being peak summer

heat in the Middle East, it was announced that the tournament would be held in January

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of that year6. So, in this sense, the way was paved for Qatar to glamorize in its hosting of

the event. The 2011 Asian Cup along with the 2006 Asian Games were being closely

watched as an indicator to see how Qatar copes with hosting major international football

tournaments like the World Cup.

As always, Qatar is fond of keeping itself busy with sporting events andplacedabid

tohostthe2016SummerOlympicsbutultimatelyfailedduetoQatar'sinsistenceon

holdingthegamesinOctoberastheweatherisextremelyhotinAugust.7Inspiteofthis,

Qatardidntgiveupandannouncedbiddingforthe2020SummerOlympics.Theofficial

candidatecitiesareexpectedtobeannouncedonMay,2012,whilethesectionofthe

winnerwillbeonSeptember,2013.8Currently, Qatar is getting ready to host the Arab

Games 2011 in December, with twenty-two participating countries. In the website of the

tournament, it is stated, Despite its small size, Qatar is one of the most sports

distinguished countries in the world.9 All of these events are like warm-ups to get ready

for the biggest event in the history of the Middle East, which is the World Cup.

Rhetorical Situation

The bid is a national mission so the Emir Sheikh Hamad bin Khalifa Al Thani issued

an Emiri resolution in 2011 to establish the Supreme Committee for Qatar 2022. The

committee is lead by the Emir himself as head of the Board of Directors for the Supreme

Committee for the 2022 FIFA World Cup Qatar. The Heir-Apparent, his son and vice

president, Sheikh Tamim bin Hamad Al Thani fulfils the role of Chairman. The Emir's

other son and Personal Representative, Sheikh Jassim bin Hamad Al Thani is the Deputy

Chairman, while Sheikh Hamad bin Jassim bin Jabor Al Thani, the countrys Prime

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Minister and Foreign Minister also has a seat on the board. Other members include the

Minister of Economy and Finance, Youssuf Hussein Kamal, the Minister of Municipality

and Urban Planning, Abdurrahman bin Khalifa bin Abdul Aziz Al-Thani, and the General

of the General Secretariat for Development Planning, Sheikh Hamad bin Jabor Al Thani.

The membership on the Board of Directors is for a renewable period of four years, and it

is effective immediately. The Managing Director of the Supreme Committee of Qatar

2022 is the Emirs young son, Sheikh Mohammed bin Hamad bin Khalifa Al Thani, and

he is assisted by Hassan Abdullah Al-Thawadi, who is appointed the Secretary-General.

ThecommitteeaimstoachievethebestconditionstoorganizeandaccomplishWorld

Cup2022anditshallsendanannualreporttoHHtheEmirontheaspectsofits

activities,projectsandprogressofwork10.

Aspartofthecampaign,Qatarchosefamousfacestopromoteitsbidtopeople

whomighthearthenameofthecountryforthefirsttime.FormerFrancemidfielder

ZinedineZidanewasthefirstappointedambassadorforQatar'sattempttohostthe2022

WorldCup.TwootherformerWorldCupstarsalsojoinedlaterasBidambassadors,

whichareArgentinasGabrielOmarBatistutaandHollandsRonalddeBoer.Andthe

lastambassadorannouncedbytheQatar2022bidwasthelegendarySaudiArabian

footballplayerSamiAlJaber11.Itisnotablehere,thatthechoicewasbasednotonlythe

popularityoftheambassadors,butalsoontheirArabbackground(excludingRonaldde

Boer)topropagatethecampaignlocallyandinternationally.

TheEmirsupportedbyhisfamilyandQataricitizens,launchedthebidcampaignas

anationalandregionalmissionthatwilleventuallybringgloryandpeacetotheMiddle

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East.Thebidcampaignwasofficiallylaunchedbytheendof2009withtheintroduction

ofthebidwebsite,whichwasverysocialmediafriendly.Thewebsite(whichnolonger

exists)includedablogtoallowfansexplorewhatisgoingonbehindthescenesandstay

intouchwiththelatestnewsmakingthemfeellikepartnersinthebid.Alsoawiseuseof

socialmediasitessuchasFacebookfanpage,TwitteraccountandYoutubechannelwas

implemented.Therefore,theaudienceoftheQatar2022bidcampaignwashuge,since

theaimwastogetfootballfansandsportskeyfiguresaroundtheworldtobethesupport

engineforthebid.

Effects

Towinthischallenge,Qatarpromisedfurthernationaldevelopmentthatwould

buildupontheachievementsof2006.ThefirstfiveproposedstadiafortheWorldCup

wereunveiledatthebeginningofMarch,2010.Qatarsevidentabilitytoorganizethe

AsianGamesin2006withmorethan30eventsformenandwomenmadeitsbid

appealingtotheFIFAcommittee.Moreover,Qatarsambitionincreatingasuitable

atmosphereforthegameswasanencouragingfactor.Duetothehotclimate(asthe

gameswillbeheldinJuneorJuly),therevolutionarystadiawillemploycooling

technologycapableofreducingtemperatureswithinthestadiumbyupto20degrees

Celsius12.Importantly,thestadiawouldusesolarpowertoprovidezerocarbonair

conditioningtocoolthestadiums.Inthisbid,technologywouldhavethepotentialto

transformthelivesoftensofmillionslivingneartheequator.Afterthetournament,Qatar

haspromisedtodismantlethemodularstadiumsandrebuildtheminThirdWorld

countriesthatcan'taffordtheirown13.Alloftheseaspects,alongwithotherfactorsthatI

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willdiscusslater,encouragedFIFAtoannounceQatarasthenextdestinationforthe

worldsfootballfans.

Responses

Thebidcampaignbroughtaboutdifferentreactions.Easternaudiences,more

specificallyArabs,sawQatarbidasalifetimeopportunity.Itwouldbringglory,relief

frompoliticaltensions,andprosperitytotheregionaftermultipledisappointmentsin

hostingsimilargrandsportsevents.QatarwasthehopeoftheMiddleEastafterthe

failureofMoroccosfilein2003andEgyptsfileintheyears2006and2010.Arabs

waitedforthetinycountrytodoamiraclebyconvincingFIFAofholdingtheWorldCup

intheMiddleEastforthefirsttimeever.TheUAFA(UnionofArabFootball

Associations)showedfullsupporttothebidbydeclaringittothemediawhenever

possible.WinningtheWorldCupwouldbeasignificantachievementfortheregionand

notonlyQatar.PrinceAliBinHussein,thenewlyelectedFIFAVicePresident,

commented,IamconfidentthatQatarisfullycapableofhostingtheWorldCup.The

rumorsaboutlosingthedreaminthefirstroundbecauseofthehotweatherarenottrue

becauseQatarhasbeenabletoovercometheseproblemswithitspreparationsofgood

sportsfacilities.14

Likewise,TheheadoftheEgyptianFederation,SamirZaher,statedinaninterview,

theStateofQatarhasagreatchanceinhostingthe2022WorldCup,especiallywiththe

presenceofMohamedbinHammamintheAsianandinternationalunion.Andwecan

seethatfootballinQatarhasexperiencedsignificantdevelopmentsduringthepast

period.14MohamedbinHammampositionwasinawayoranotherakeyinpromoting

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Qatarsimageasasportspioneertobenation.BinHammamisaQatarinationalwho

wasformerlyafootballadministratorandpresidentoftheAsianFootballConfederation

fromnineyears,andamemberofFIFA's24manexecutivecommitteeformorethan15

years.15Thissportsicon;however,wasdeemedlaterasabriberinacasethatIwill

mentionlater.

ResponsestoFIFAsannouncementofQatarsvictoryoveritsgiantcounterparts

broughtjoytothedepressedregion.BothQatarisandnonQatariscamedowntothe

streetshailingthecountryanditsrulerfortakingthenationtothenextlevelincompeting

withthemorepowerfulandpresumablyFirstWorlddevelopednations.Inreactiontothe

announcement,theQatarStockExchangeflourishedwithincreasedparticipationin

trading.ThehappinessexceededQatarandreacheditsneighbors,theIranianPresident,

MahmoudAhmadinejad,toldhisQataricounterpartthathostingthetournament"can

promotefootballinthePersianGulfareaandMiddleEastregion."HealsosaidthatIran

isreadytohelpQatarinhostingtheeventinresponsetotheEmirsstatementaboutthe

necessityofcooperationbetweenregionalcountriestouseandtakeadvantageofthe

sportopportunity."16

Otherresponseswerenegativeandsometimesaggressive.TheWestandmore

particularlyotherbiddersdoubtedthetinystatesabilitytohostsuchahugesporting

event.17American,AustralianandBritishmediareactedwithshocktoFIFA'sdecision

thatignoredtheircountriesbidsforthe2022WorldCupinfavorofQatarwhichnational

teamisranked92ndbyFIFA,andhasneverparticipatedinaWorldCup.18Despitethe

planstobuildclosedstadiathatareenvironmentfriendly,theclimateinitiatedaheated

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debateaboutQatarseligibility.TheWorldCupalwaystakesplaceduringtheEuropean

offseasoninJuneandJuly.Nonetheless,duringthisperiodtheaveragedaytime

temperatureisveryhighandsometimesexceeds50C,whiletheaveragedailylow

temperaturesdoesntdropbelow30C.19Thequestionwashowwouldtheeventsbe

operatedoutsideofthecooledstadia.

Also,concernsaboutthefansfreedominatraditionalIslamiccountrywhere

alcoholandhomosexualityarebannedwerewidelycirculated.Atfirst,FIFA'spresident

SeppBlattersaidthatgayvisitorsshould"refrainfromanysexualactivities"whilein

QatarbecauseoftheGulfnation'sstrictlawsagainsthomosexuality.Butlater,afteran

attackbyaleadinginternationalgayrightsgroup,heapologizedsaying"Itwasnotmy

intentionandneverwillbemyintentiontogointoanydiscrimination."20Meanwhile,

Qatarpledgedtoaddressitshumanrightsissueswhenbiddingfor2022withoutfurther

clarifyingthedegreeoftolerancetohomosexuals.Ontheotherhand,alcoholrestrictions

areexpectedtoberelaxedintimefortheWorldCup,withtheestablishmentof

designatedfanzoneswheredrinkingisallowed.21Anotherissuethatcameupwasthe

involvementoftheIsraeliteams,knowingthePalestinianIsraelicaseispoliticallyand

sociallysensitiveintheMiddleEast.However,QatarmadeitclearthatitwouldletIsrael

takepartintheWorldCuponitsterritoryinanattemptof....openingupthegates

betweentheEastandtheWesttositandcommunicate,"asHassanThawadi,Secretary

GeneraloftheQatar2022bidcommittee,said.22

Nonetheless,themostscandalousquestionwasabouttheallegationsofbribery.In

May2011,LordTriesmanoftheEnglishFAaccusedtwomembersoftheFIFA

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ExecutiveCommitteeofacceptingbribes.Also,twoSundayTimesreporterstestifiedthat

theyhadbeentoldthatJacquesAnoumaoftheIvoryCoastandIssaHayatouof

Cameroonwereeachpaid$1.5milliontosupportQatar'sbidforthetournament.These

allegationswerebasedoninformationfromawhistleblowerinvolvedwiththeQataribid.

FIFApresidentialcandidateMohamedBinHammamhadvigorouslydeniedtheseclaims

andcalledforevidencetobeproduced.23Nonetheless,lateratthesamemonth,Bin

HammamwithdrewFIFAspresidentialelectionsafterbeingaccusedofbribingFIFA

officialstovoteforhiscandidacy,whichresultedinbanninghimforlifefromallfootball

activities.Therefore,FIFAopenedaninternalinquiryintothematteranditspresident

SeppBlatteradmittedthatthereisaswellgroundofpopularsupporttoreholdthe2022

votewonbyQatar.24Aftertwomonths,themediareceivedasurprisingstatementbythe

whistleblower,PhaedraAlmajid,aformerinternationalmediaofficerforQatar2022bid,

whoadmittedthataccusationsofQatarsbriberytowinthebidareallliesandthatshe

wantedtotakerevengeafterlosingherjob.Withnopressure,AlmajidemailedFIFAto

withdrawallallegations,astheywereanattempttohurtthebidback,shesaid.25

CriticalStance:

IfinditamazingthatQatarwassoambitioustothinkaboutbiddingfortheWorld

CupinatimewhereotherArabcountriesarestrugglingtodevelop.Qatarstretchedits

developmentgoalstodifferentfieldsandwhiletheinfrastructureisbeingbuilt,theEmir

andhiswifeareworkingonpushingthecountrytotheinternationallevel.Despiteall

claimsregardingQatarsillegibilitytowinthehonorofhostingtheWorldCup,winning

thebidwasntameremiracle,ratheritcameasaresultofapowerfuleconomyandan

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effectivecampaign.The2022bidcampaignhadpowerfulelementsthathighlightedQatar

withafluorescentmarkertobevisiblefortherestoftheworld.

Inthispaper,IminterestedinanalyzingthewayQatarpresenteditselftoFIFAand

theworld.Whywouldthebidcampaignofatinycountryenthusiasticallycompete

againstcampaignsofotherpowerfulnationssuchastheUSandAustralia?Howdid

Qatarcreateawiderangeofaudiencedespiteitssmallsizeandpopulation?Whywoulda

portrayalofanimaginednationof2022succeedinconvincingpeopleof2010about

Qatarscapabilityinholdingthemegaevent?HowcouldQatarsrelativelyshorthistory

beafactorinbuildingsuchaninternationalcampaign?Inshort,myanalysiswouldfocus

ininterpretingtheelementsthatcontributedinthesuccessofthecampaignandresulted

inQatarsvictory.Thisisthroughacriticalexaminationofthemainlogo,theslogan,the

bidpresentationandthepromotionalvideos.

Inordertobestanswerthesequestions;Iwillusethenarrativeperspective.This

perspectiveisappropriatetoanalyzeQatar2022bidcampaignandshowhowitsfounders

createdacoherentstorytoconvincetheworldwithQatarshighpotentiality.Moreover,

thenarrativeelementusedinthiscampaignworkedasacoverupforanyshortcomings.

ThegreatimageofQatarin2022asapeaceadvocatingnationpushingnewbloodinthe

veinsoftheoldtournamentandlivingthedreaminanadvancedyettraditional

destinationispowerful.Ratherthanthinkingaboutthehotweatherorthepolitical

complications,peoplewouldstarttoimaginetheadversariesplayingfootballonthe

greenfieldsandeveryoneishappyandsatisfied!

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Thenarrativeperspectivedigsdeepintothiscreatedimageandisbesttobreakit

downinordertobetterunderstandthisimage.Thisformofcriticismmeasureshow

compellingthenarrativeisandwhetheritgetstheattentionoftheaudienceorgetsthem

toadmiretheauthorsmessage.Thisisbecausecommunicatinginanarrativeform

enablesustoshareourunderstandingsofhowtheworldworksandallowsustoidentify

withoneanotherthroughoursimilarbeliefs.Inthisway,thenarrativeperspective

demonstratesthatourattitudescanbedirectedbynarrativesandcanmoveusto

sympathy,soitisacommunicativetechniqueandapersuasivetoolaswell.When

performinganarrativecriticism,oneshouldfocusonthefeaturesofthenarrativethat

allowthemanalyzethetext,whichincludes:

CharacterAcharacterinanarrativehavetoshowcomplexpersonalitytobuild

interest.Ifthespectatorcanpersonallyidentifywithmajorcharacter,thenthe

storycarriesapowerfulemotionalcharge.Thecharacterusuallyhasspecific

motivesthatdrivetheactionofthestoryandwouldeventuallychangeit.

Therefore,thecharactersprogressinthestoryconstitutestheprogressofthe

storyline.Thecharacteristypicallyblessedwithvirtuesthatplacehimonthe

sideof'good'asitsignifiesthephilosophicalandmoralstancethattheaudience

wouldsympathizewith.Toanalyzethecharacter,whichisinthiscaseQatar,I

wouldliketoanswerthesequestions:InwhatactionsdoesQatarengageandhow

diditcreateitsimaginednation?Whywouldthebidcampaignofatiny

countryenthusiasticallycompeteagainstcampaignsofotherpowerfulnations

suchastheUSandAustralia?Inabroadersense,whyQatar?

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SettingsItistheplaceorlocationoftheaction.Thesettingsprovidethe

historicalandculturalcontextforthecharacterthroughsymbolizingits

emotionalstate.Italsoimpactstheplotbyhelpingthecharactertodevelopand

consequentlyemphasizesthestorysmainthemes.Thesettingscanaddtothe

believabilityandrealismbecausethetimeandplacecreateparticularmoodor

atmosphere,whichhelpsthereaderengagemoreclosely(andoftenemotionally)

withthestory.27TheNarrativetakesplaceinDohaandstartsstartingfrom2006

until2010,butthecampaignpresentsDohain2022forthesakeoftheWorld

Cupbid.Sowhy2022?AndwhytheWorldcup?Also,whydidQatarisolate

itselffromitsGCCsisters(GulfCooperationCouncil)toholdthisevent?

PlotTheauthorcreatesaplotbyarrangingeventsinanarrativeinorderto

achieveacertaineffect.Thisisdonebyapatternofcauseeffectrelationships

thatthestoryfollows.Theaudiencesaregenerallyinterestedinhowwellthis

patternofeventsaccomplishessomeartisticoremotionaleffectasitexpresses

themeaningofthework.Also,aspectsofaestheticandunityoftheplotare

essentialtodetermineagoodplot,inthesensethateverythingintheplotis

relevantandcontributestothemeaningofthewholestory.Inotherwords,there

mustbenothinginthestorythatisthereforitsownsake.Thisincludesthe

logicalconnectionofevents,whichareproducedbythecauseandeffectchain.28

TheplotinthiscontextistheWorldCupinQatarthatwouldinfluencetheworld

andtransformtheregionduetoQatarsaspiration.But,Howdidthe2022bid

campaignmakethisideaattainable?Whatkindofsentmessagesreinforcedthis

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belief?Moreover,howcouldQatarsrelativelyshorthistorybeafactorin

buildingsuchaninternationalcampaign?

Themeisthegeneralormoralmessageofthestory,whichmaybeaboutlife,

society,orhumannature.Themesoftenexploretimelessanduniversalideasand

arealmostalwaysimpliedratherthanstatedexplicitly.Usually,theaudiences

drawthethemefromthewaythecharacterrespondtotheobstaclesorresolvethe

conflict.Alongwithplot,character,andsetting,athemewouldemphasizethat

messagegivingthestoryasenseofunity.29Inthisnarrative,thethemeisQatar

asaworldclassdestinationthathasthepotentialtosupportothernations.How

didthecampaigninvokethisidea?WhataspectsdidQatarpresentaboutitselfto

createtheideaofanewrisingnation,yetdevelopedandculturallyrich?

IwillalsodiscusstheNarrativeParadigmtofurtheranalyzethebidcampaignin

termsoftheeffectivenessofthecreatednarrative.Communicationtheorist,Walter

Fisher,createdtheNarrativeParadigmindirectcontrasttotheRationalWorldParadigm

asthelatterstatesthathumansareessentiallyrationalbeingsandgoesontoexplainthe

reasoningbehindthisassumption.Ontheotherhand,theNarrativeParadigmcameto

presentthealternativebytakingastepfurtherandstatingthathumansareessentially

storytellers.30AccordingtoFisher,theNarrativeParadigmreferstoatheoryofsymbolic

actionswordsand/ordeedsthathavesequenceandmeaningforthosewholive,create,

orinterpretthem.30Fisherstheorydealswithhowpeopledeterminetheprobabilityand

fidelityofastory.Narrativeprobabilitydealswiththeinternalcoherenceorbelievability

ofanarrative,whilenarrativefidelityisconcernedwithwhetherornotthestoryistrue.

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Analysisandinterpretation

ByanalyzingtheelementsoftheQatar2022bidcampaign,whicharethemainlogo,

theslogan,thebidpresentationandthepromotionalvideosfromthenarrative

perspective,wewouldbeabletounderstandhowthewellestablishednarrative

contributedtothesuccessofthecampaign.

Character:Qatarhasahistorywithsuccessinmanyfields.Ithasbeenapowerful

playerintheinternationalsocietybyactingasapeacemakerandreconciler.Thefirstand

majoraccomplishmentforQatarwastheDohaAgreement,whichaimedinsolvingthe

Lebanesepoliticalcrisisin2008.TheagreementsupportedbytheEmirhelpedthe

Lebanesepoliticalpartiesreachanagreementandavoidapotentialcivilwar.31Ever

since,QatarcontinuedtosolidifyitspositionasakeymemberintheInternationalarena.

In2009,QataraimedinsettlingdowntheIsraelGazaconflictbyhostinganemergency

conferenceofArabstatesalongwithIranandproposingpossiblesolutions.32Also,Qatar

invitedrivals,theSudanesegovernmentandtheJusticeandEqualityMovement,tosign

anagreementandconsequentlyendtheDarfurbloodyconflict.33

Besidesbeingremarkablyactiveintheglobalrealm,Qatarwassuccessfulinholding

differentimpressiveinternationaleventssuchasthefirstworldclassinternationalfilm

festivalintheregionthatisDohaTribecaFilmFestival.Thefestivalwasaninitiativeby

theEmirsdaughterSheikhaAlMayassaandsheexplainedheraimbystating,In

todaysincreasinglyglobalizedworld,creativeinitiativeslikethisFestivalcanplaya

trulyinspirationalrolebybringingculturesclosertogether.34Onceagain,Qatarhad

succeededinattractingtheworldsattentionthroughinvitingstarstowalkonitsred

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carpet.Therefore,buildingontheideaofpioneeringeveryfield

intheArabworld,Qatarannounceditsarrivaltothenever

approachedfield:sports.Throughoutthebiddingprocess,the

campaignpresentedQatarasthenewcomerwhowouldpursue

theimpossibleintheeyesofothers.Thelogoshowsamaroon

ballsittinginthemiddleofthepentagonsinareferencethat

Qatarsgoalisbeingtheheartofthisadmirableinternationalsport.Thisistoemphasize

thatQatariscapableofunifyingtheworldthroughfootballjustlikeitdidbypolitics.

ThisisevidentalsointhefirstTVcommercialcalledPuzzles35,whichwaslauncheda

yearbeforethedecisionbyFIFAaimingtogainglobalsupportforthebid.Inthis

commercial,peoplefromdifferentethnicitiesareshowncarryingtheyellowandblue

pentagons.Everyoneisrushingtothestadium,sittingsidebysidetocheerthetwo

playersmadeupofthepentagonsasonecanseefromabirdview.Thepentagonsplayers

areaportrayalofpeoplesopportunitytocometogetherinDohaandExpectAmazing

inthislifetimeWorldCup.Thecommercialaccomplishedlytickledtheaudiences

emotionsandshowcasedQatarasabeautifulglobalcity,anactivemetropolis,anda

welcomingplacetopeoplefromallbackgrounds;hencecapableofhostingsuchamega

event.

Similarly,thesloganislikeapledgetoconveythatQatarwouldnotbesatisfied

withthegood,betterorevenbest.Instead,itworksoncreatingtheamazingtoastonish

theworldonceagainwithitsabilitiestoholdanunforgettableevent.Byadvocatingthe

ideaofunifying,pioneeringorperhapsleadingthenations,Qatarplacesitselfinline

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Fatema Al Hadad

withotherhugeantagonistssuchastheUSandAustralia.Thecampaigncreatedthis

imaginednationof2022thatwouldmakehistoryandcauseadramaticchange.This

imaginednationofQatarisunstoppableanddoesntrefrainfromdreamingandpursuing

thatdream.

Setting:thenarrativetakesplaceinDoha,Qatar.Ithasstartedin2006,whenQatar

surprisedthedoubtersbyhostingtheAsianGamesforthefirsttimeintheMiddleEast.

Thecampaigninitispromotionalvideomadeforthebiddingpresentationshowedthe

audienceaboomofdevelopmentintheinfrastructureeversince.FromthedayQatar

decidedtotakethechallengeinhostingtheAsianGames,itstartedtobuild,improveand

modernizethecountrytobereadyforthebiggereventsliketheWorldCup.The

campaigncametostrengthenthisbeliefthatthetimehascomeandwearereadyandup

tothechallenge.SheikhaMoza,inherspeechinfrontofFIFA,explicitlyaskedWhen?

WhendoyouthinkistherighttimefortheWorldCuptocometotheMiddleEast?She

continuedtoaskthepanelDoyourecognizehowimportantthisistoourregionandto

ourworld?36Qatarisportrayedasastudentwhoreceivedhiseducationandisnowready

tograduateandgetintotherealworld.Qatarbecamemorematureandby2022itwillbe

anexpert.

Fromthisperspective,Qatarpreferredtoholdthetorchofsportsalonebecause

despiteitssmallpopulationandarea,itiscapableandhasalreadyprovenitshuge

potentials.ToQatar,organizingtheeventisamatterofprovingyourpresence.Hence,

askingotherGCC(GulfCooperationCouncil)countriesconstitutesathreattoitsimage

asmiraclesmakernation.Throughoutthebidpresentation,speakersfrequently

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Fatema Al Hadad

mentionedthattheWorldCupwouldbeagreatopportunitytotheregionasawhole,

becauseQatar,justlikeotherbidders,isreadyandabletodeliver.Inthissense,Qatar

wantedtocontinueitsmissioninleadingratherthanparticipating,whichgoesbacktothe

ideaofpioneeringallfields.

Plot:ThecampaignproposesthattheaimtohosttheWorldCupisnotarbitrary;in

fact,itisawellestablishedvisionthathopesfortheprogressandgrowthofQataraswell

astheMiddleEast.Qataristheretoaddvaluetotheworldbyemployingbillionsof

dollarsinserviceoftheadvancementofQatartocopewithFIFAsstandards,however,

otherThirdWorldnationswillalsobenefitafterthetournamentisoverasthestadiawill

begiftedtothem.Qatarmakeshistory,yetcontinuesitsmissionasabicepinthe

internationaldevelopment.Unliketheotherbidderswhowerepreparingtopromote

themselvesascapableandunique,QatarbeganacontestcalledGenerationAmazingin

cooperationwithUNRWA(UnitedNationsReliefandWorksAgency)tostartasociety

friendlybid.ThegoalofthecontextwastosendunfortunatekidsfromNepal,Lebanon,

Pakistan,andSyriatowatchthe2010WorldCupinSouthAfrica.

Thefirstsemiofficialvideo37bytheQatar2022bidwasa3minutedocumentary

aboutthefourselectedkidswhowereluckytowinthetriptoSouthAfrica.Undoubtedly,

thebidorganizerswishedforpossiblepublicityfortheircause;nevertheless,theyalso

advocatedtheuseofsportasatoolforsocialandcommunalimprovementsinthese

countries.ThedirectorofUNRWAAffairsinSyria,RogerHearn,complemented

committeeforitseffortswiththePalestinianrefugeesinSyria,saying,"Thissupport

fromthe2022QatarBidCommitteewillinspirefuturePalestiniangenerationstouse

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Fatema Al Hadad

sportstoreachbeyondsocialboundariesandexcelwithintheircommunity.38The

promotionofgoodcausescontinuedevenafterwinningthebid,theQatarFootball

AssociationwebsitepostedonDecember8,2011thatQatarcelebrateditsfirst

anniversaryofwinningthebidbydonating$400,000tohelpfaminevictimsin

Somalia.39ThearticlealsomentionsthatQatarwillcontinuetodosotoprovethat

footballcanmakeadifferenceinpeopleslife.

Likewise,adocumentarylikeTVcommercial40aimedathighlightingZinedine

Zidanespathtogreatnessshowedtheiconicplayerexpressinghissupporttobringing

theWorldCuptohisoriginalhome,theMiddleEast.BeingofanArabbackground,

ZidaneisdepictedtorepresentambitiousArabfootballplayers.Interestingly,Zidanewas

promotingthebidinaseparatecommercialwithoutotherstarambassadors.Thismight

beduetothefactthatheisadmiredbyawidevarietyofaudiencesintheEastandthe

West.Hence,heistheexamplethatQatarwantstheworldtofollowwhenitcomesto

football.

InthefirstspeechinfrontofFIFA41,SheikMohammedAlThaniwasactinglikea

narratortellingtheFIFAandtheWorldalikethestoryofafarawaynationthatemerged

in1995andtodaywantstomakehistory.AsideoftheSheikscharismaasaspeaker,his

speech(astranslatedinEnglish)concisenessandhonestymadeitmoreappealingtohis

audience.Hebeganbypositioninghimselfasthenarratororasheputitthevoiceof

QatarandmillionsoffootballfansintheMiddleEast.Then,hemovedontothankFIFA

forthisopportunitythatrepresenthopetotheregionandopenlyadmittedthefactthat

otherbidderscanholdtheWorldCup,whichmakesQatarunexceptionalinthissense.

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Northwestern University, Qatar
Fatema Al Hadad

However,heworkedonchangingorperhapstwistingthisbeliefbyremindingtheFIFAs

committeeofQatarsmissioninsupportingpeaceandglobalopenness.Later,hetells

themwhatQatarhasachievedsinceholdingtheYouthChampionWorldCupin1995,

whichwasamajorsuccess.Heclosedhisspeechsaying,wewanttoshowanewfaceof

theMiddleEast,farawayfromclichandclosertoreality,asifheishintingthatthe

storyheistellingisntafairytale,ratheranonfictionwithQatarbeingtheprotagonist.

Qataristheherothatwouldunifytherivalsandchangesthecorruptedimageofthe

MiddleEastthroughtheWorldCup.

Theme:AllpromotionalvideosdepictQatarasaworldclassdestinationthat

combinesheritageandtechnologicaladvancement.SheikhaMozasQatarFoundation,

whichisbentonbringingworldclasseducationtothecountry,hasspentbillionsof

dollarstoattractagroupofbestAmericanuniversitiestoopenbranchesinQatar.Noless

spectacular,QatarAirways,thefivestarairlinesmadeQatarabusyhubforpeople

aroundtheworldandisbestrecognizedforitsgoldenservices.Internationalfivestar

hotelsandrestaurantshavedisseminatedinDohatomakeitnotonlyarichdestination

butalsoadestinationfortherichandluxurious.Thesehighclassanddeluxestandards

areofcourseblendedwithQatariheritagetogiveitthecharmofWestmeetsEastand

moderncombineswithold.OneofthefivemajorchallengesfacingQatar,thatthe

NationalVisionaddresses,isthemodernizationandpreservationoftraditions.Therefore,

SheikHamadbinKhalifaworkedextensivelyonpreservingthenationsheritageasone

canseewhiletakingataxicalledKarwaandpassingbytheoldlookingSouqWaqif.

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Fatema Al Hadad

Thecampaignsmainelement,whichisthelogo,usesclassical

Islamicgeometricmotifswiththelocalcolorsofsand,seaandsky.

ThelogowascreatedbyanagencycalledFutureBrandthat

designedlogosforSydneyOlympics,DubaiWorldChampionship

andAsianCupQatar2011.FutureBrandstatesThedesignwork

signalsQatarsreadinesstowelcometheworld.Thelogofeatures

thirtytwopentagons,whichrepresentthequalifyingnationsspiralingtowardafootballat

thecenter.42AgainQataraimstoincorporateitslocalculturealongsidewitha

representationofinternationalfootballtosendamessagethatwewelcomeyouto

discoverourcultureandenjoyfootball.Asonecansee,thepentagonsformroadways

leadingtoQatar,bringingparticipantteamsfromallovertheworldtocompeteonthe

greatstagethatistheWorldCup.

Furthermore,inthefirstofficialTVcommercialnamedHideandSeek43,Qatar

directedthespotlightontheambassadorswhoarelegendaryfootballplayers:Gabriel

Batistuta,RonaldDeBoer,GuardiolaandSamiAlJabr.Throughthiscreative

commercial,QatarreinforceditsmessageofNewMiddleEastwithaclearconsistency.

AnopenmultiethnicMiddleEastasonecanseethreeballoonswiththewords:East,

Meet,andWest.ThenitshowsGabrielBatistutablowingthewordcooltosignifythe

plannedenvironmentallyfriendlystadiawithhightechcoolingsystems.Also,the

contrastoftheoldandnewisshownwhenakidwearingthoubisstunninglylooksatthe

newmetroovertheclaywall.ThecommercialcloseswiththelineImaginationisonly

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Fatema Al Hadad

thebeginningtosuggestthatQatarhasmuchmoretooffertotheworldanddreamingis

onlythefirststepbecauseitpossessesalltheresourcestoholdaworldclassevent.

NarrativeProbabilityandNarrativeFidelity

Everythingwedoisandcanbelaidoutasastory.Narrativesarepowerfulbecause

theystronglyconnectwithpeoplesbeliefs.Narrativeprobabilityandnarrativefidelity

indicatehowconvincingthestoryisandhowfarcanpeopleidentifywithit.Fisher

claimsthatpeoplehaveaninherentskillindeterminingprobability,thatisourrationality

isdeterminedbyoursenseofthecoherencyofthenarrative.Althoughinreallifeevents

mayfollowoneanotherinarandomorincoherentsequence,thereisademandforsome

kindofplausiblesequencewhenitcomestostories.44Thenarrativecreatedbythebid

wascoherentasitavoidedcontradictionsbyfollowingastorylineandofferedlogical

reasonsforeverymessage.Nonetheless,theperceptionofcoherencetotheaudiencesis

alsoinfluencedbyfactorslikebiography,history,character,andculture.Inthisparticular

case,theannouncementofbriberysuspicionsafterwiningthebidcausedsomeaudiences

toshyawayandeventuallymighthavecreatedagapinthenarrative.Supportersstarted

todoubtthetransparencyofthebidcommittee,whileopponentsfoundanopportunityto

hitbackonthebidwithmoreaccusations.Thatis,ifQatarhasboughtthetournament,

thenthewholecampaignisasetofliesandQatarsmaingoalwastoshowoffand

dominate.

Narrativefidelityisconcernedwithwhetherornotthestoryistrue.Thebid

campaignadoptedaspecificsetofvaluesincludingpeace,unity,harmony,prosperity,

developmentandprogress.Theseuniversalvalueswerefoundationaltoallcommercials

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Northwestern University, Qatar
Fatema Al Hadad

andspeechesmakingthemconsistentandrelatable.AlthoughtheWorldCupisasporting

event,thecampaignlookedatitasanopportunityofreconciliationbetweentheEastand

theWest.HassanAlThawadi,whowasinstrumentalindeliveringacompelling

campaign,focusedonQatarspotentialtounitetheworldbehindanaccessibleandsafe

tournamentwithimpressivestadiaandpurposebuiltinfrastructure.Herepeatedly

declaredtointernationalmedia,TheworldwillwitnesshowtheMiddleEastcanusethe

positiveimpactofthesportattheserviceofpeace,transcendingreligious,socialand

politicalbarriers.45Qatarbenefitedfromtheideathatfootballcanunifynationsmore

thantheotherbiddersbecauseitisintheheartofadevelopingregionknownforits

politicalunrest.GiventheabsenceofthisvalueinthisregionandQatarsinternational

soundreputation,thecampaignsmessagehadmorefidelity.Moreover,peaceis

associatedwithprosperity,success,achievementandgrowth.Thus,thevaluesembedded

inthenarrativeofthebidrepresentthehighestvaluespossibleinhumanexperience,

whichwilleventuallysolidifythecampaignsmessagemakingitmoreappealingand

truthful.

Evaluation

Character:SincetheEmirShiekHamadbinKhalifaAlThanicameintopowerin

1995,hebeguntocreateanimageforQatarfromscratch.Qatarinvolvementin

humanitariancauses,politicaldecisions,entertainmenteventsandthewelcomeofmore

openpolicieshadamajorinfluenceonthecountry.Qatarisnolongeranisolatedlandin

thePersianGulf;ratheritisakeyplayerintheinternationalworld.Alloftheseaspects

backedupthebidsmessagebecausewhenQatarsayssomething,itmeansit.However,

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Fatema Al Hadad

thereisaloopholeinthelogicofbeingreadytothetournament.WhenTribecawas

broughttoDoha,itwasbecauseQatarwantedtobuildafilmindustryinQatar.However,

throughouttheWorldCupbidcampaignQatarkeptassertingthefactthatitalreadyhas

anindustrybutwantstoexpandit.ThatclaimmightbeshovedbythefactthatQatars

nationalfootballteamisstillmultinationalandranks92ndaccordingtotheFIFA.This

aspectraisesdoubtsthatQatarmightbeamereorganizer,motivatorandspectatorrather

thancompetitoragainstinthethebigteams.Thenotionoftheincompetencyofthe

nationalQatarisportsteamsweakensthisclaimofreadiness.

Setting:TobethefirstArabMuslimcountrytohostamegaeventliketheWorld

Cupisaspecialandnationalisticdreamcometrue.Ofcourse,moneywasaboosting

factortothisoilrichcountrysbid,butQatarspastexperienceshadrepeatedlyprovenits

abilitytocompetewithotherdevelopednations.TheAsianGamesin2006wasregarded

asasensationalsuccessthathadrealvitalityandrisktakingintheorganization.Qatarre

proveditsenormousabilitiesintheAsianCupin2011thatwasanothersuccess.

Nevertheless,therearestilluncertaintiesaboutitsabilitytocopewiththisvast

internationalevent.ItsevidentinthehistoryofFIFAthattwocountriesmightoffera

jointbidtohosttheworldcup.Qatarfacedcriticismaboutitssmallareaandpopulation,

butFIFAdefendeditbysayingthatitisactuallyanadvantagebecauseitwillcutthe

costsandreducethetimespentinmovingfromonvenuetoanother.IfotherGCC

countriesweretojoin,Qatarwouldhaveescapedthisrepeatedcriticismanditsmessage

aboutcreatingachangeintheMiddleEastwouldbemorepowerful.

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Fatema Al Hadad

Plot:Qatarsimagewasbrilliantlybuiltmakingthebidcampaignveryappealing

andtruthful.Thegenerosityofbuildingandthendismantlingstadiumstosendto

developingcountrieswasanovelandpowerfullegacyargumentthatattractedmany.

Nonetheless,theformerlymentionedscandalsaboutbriberyshackedthisexceptional

image.Qatariofficialssaidwedidntdoanythingwrongandstoppedfurther

discussionswiththemedia.AnotherscandalconcerningMohammedbinHamam

accusationsofbribingFIFAmemberstovoteforhimcameasathunderbolt.Although

PhaedraAlmajid,thewhistleblower,admittedthatsheistheonewhomadeupthe

accusationsasrevenge,thesetwoincidentsstillopenheateddiscussionsaroundtheworld

aboutFIFAbeingweakinfrontofwealthynationslikeQatar.Manyhavesuggesteda

revotetoeliminateQatar,butthatdidnthappen.

Theme:SinceitisthefirsttimeforthetournamenttocometotheMiddleEast,

Qatarhasagreatchanceinmarketingtheregiontomillionsoffansbydevelopinganew

touristicmarket.InthebidsYoutubechannel,onecangobackandforthbetween

differentcommercialvideosshowingQatarsmodernsiderepresentedbytheplannedfor

metrosystem,longdistancepassengerrailwaylines,newairportandwatertaxis.

Meanwhile,sanddunes,camelsandmenwithfalconsareshowedastraditionalyet

enchanting.Simply,itisaculturallyrichandmodernplacewhereoldboatscanbe

viewedfromgiantskyscrapers.Nonetheless,manyfansstillcomplainthatitwillbea

boringplacewherethereisahighpossibilityoffreedomrestrictionsinthisIslamicstate.

Alcoholconsumptionisrestrictedtoaspecificfanszone,showingaffectioninpublicis

prohibitedandhomosexualityispunishable.Qatarsucceededinportrayingitselfasan

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Northwestern University, Qatar
Fatema Al Hadad

openspace,butithadcertainlyfailedtoaddresstheseconcernsexplicitly.Allwhathas

beensaidthatchangewilltakeoverQatarbythetimeofthetournament.Justlikethe

unknownbudgetforthetournament,theanswersforthesequestionsarekeptconcealed

inabroaderlongtimeagenda.

Conclusion

Sincenarrativesusuallyspotlightthewaysinwhichpeopleinterprettheworld,the

bidcampaigncreatedapersuasivestorytopromoteitsmessage.Inthiscampaign,

peoplefromdifferentbackgroundsandclassescanseethemselves,theirworldand

peoplesurroundingthemrepresentedbecausethecampaignselements(slogan,logo,

videosandbidpresentation)suggestthattheyarepartoftheevent.Theywillcheer,

develop,enjoyandlearnaboutanewculture.Inthissense,allwhatpeoplehadtodoisto

takeapositionandbestoriedsothattheypersonallyrelatetothecampaign.

Additionally,theelementswerebroughttogetherinaplotlinethataimedinconvincing

itsaudienceswithapossibletangiblechange.Thiswasthroughtheimpactfuluseof

imaginary/fantasythroughoutthenarrativethathelpedaudiencestotravelintimeand

seeaspectacularplaceforthetournamentin2022.Finally,followingthenarrative

perspective,Qatarinfusedseveralvaluesinthecampaign,suchaspeace,prosperity,and

growthtocomeupwithasinglemoralisticcampaignmessagethatmagnetizedpeople.

Likeanynewphenomenon,thedecisiontoholdtheWorldCupinQatarprovoked

manycriticismsmainlyfromthosewhothinkthatQatarhasboughtFIFAsdecision.

Surely,thecampaignhadvastspendingbehindit,butitwasusedverywiselytoensure

thecampaignsconsistencyandnewsworthy,whichasaresultattractedawiderangeof

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Northwestern University, Qatar
Fatema Al Hadad

audienceswhoarewaitingforQatarsversionoftheWorldCup.Thesuccessofthe

campaignyieldsmoreareasforfutureresearch.QuestionaboutQatariswillingnessto

changeisaninterestingissue.Giventhattheinfrastructurewillbeready,wouldthe

Qataricitizensbereadyaswell?Wouldtheplansfor2022turntheconservativetribal

societyintoaliberalone?HowwouldtheQatarigovernmentbalancebetweensharia

lawandopenness?WhatwouldtheQatarisocietyloseinthisprocess?Wouldthe

traditionsthatthestateistryingtopreservedecaywiththeinfluxofpeoplein2022?All

ofthesequestionsrequireadeepsociologistanalysistodiscovertheinfluenceofthis

successfulcampaignonQataranditspeople.

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