Alcohol and FIFA 2014 Men’s World Cup in Brazil: A frame analysis of the legalisation of alcohol consumption in stadiums

Every two years sport mega-events such as the Olympic Games and FIFA Men’s World Cup disembark in a different country, refocusing the global media attention for a period. Commonly media scholars have focused on how international media has framed the local host, nevertheless not much is known from the perspective of the host. This chapter analyses how a Brazilian newspaper during 2010-2019 have framed the 2014 Brazil FIFA Men’s World Cup, focusing on one of the polemical points of the Lei Geral da Copa (General Law of the World Cup): the legalisation of alcohol commercialisation and consumption inside stadiums. Correio Braziliense explicitly framed the legalisation as problematic because it was an imposition by FIFA and invoked audiences’ historical frame of reference regarding the association between alcohol consumption and violence.