无码中文字幕一Av王,97亚洲综合色成在线,中文字幕无码无遮挡在线看,久久99久久国产精品

 
2014巴西世界杯 > 世界大報FIFA版

外交政策:巴西向世界展示了哪一面?

中國日報網

2014-06-19 15:54:08

打印

發送

我來說兩句

外交政策:巴西向世界展示了哪一面?

No nation on the planet has an identity and global image so tied to its national soccer team as Brazil. Entire universes of content are dedicated to the Sele??o, its style, and its stars. It's rarified air.

據《外交政策》雜志網站報道,世界上沒有哪個國家的認同感和全球形象如巴西那樣,與國家的足球隊聯系得如此緊密。所有談論都聚焦在巴西國家足球隊,它的風格和球星身上。

Against this backdrop, failure as hosts (as opposed to just on the pitch) could be disastrous, and not only for Brazil's self image. It would linger for decades, warding off would-be tourists, foreign investors and partners. It would compound the trauma, seared into the national memory, of its meltdown in the 1950 final on home turf. And let's face it, almost everyone within reach of television pays attention to the World Cup. With3.2 billion viewers and 770 billion minutes of attention -- hey, no pressure.

在這樣的背景下,作為東道主,失敗可能會是災難性的,這不僅僅是對巴西的自身形象而言。失利帶來的陰影將經年不散,預期的游客、海外投資者和合作伙伴則將隨之而去。它會使深深鐫刻在國家記憶中的毒瘤——1950年世界杯決賽的主場失利——進一步惡化。但是面對現實吧,幾乎每一個能收看電視的人都在關注世界杯。有32億觀眾和7700億分鐘的關注度,巴西表示毫無壓力。

The pressure for success of the World Cup is still more intense for Brand Brazil because Brazil has become the default team of the global south, punching well above its marketing weight and projecting out well beyond the reach of the nation's diplomatic, economic, or historical footprint. Its canary camisa can be spotted in the most unlikely parts of the world, even where football leagues -- or indeed any organized sports -- are scarcely established. With many American icons discarded in recent years, the trappings of Brazilian football have become a coda for global belonging, post-racialism, unrepressed sexuality and success. The world is proud of Brazil and wants a piece of it, as shown by the countless billions spent by sponsors, advertisers, broadcasters and merchandisers around the world.

對于“巴西”品牌而言,要在世界杯上取得成功的壓力似乎更大,因為巴西已經默認成為重要的南半球力量,能夠在市場上與競爭對手一決高下,并將影響力投射到該國外交、經濟或歷史無法企及的地方。它的黃色隊服在世界最不可能的地方都能看到,那里甚至還幾乎沒有設立像樣的足球聯賽——或任何組織有序的體育比賽。近年來,巴西足球已然成為全球歸屬感、后種族主義、未受壓制的性以及成功反抗殖民主義的代名詞。世界以巴西足球為榮,并且都想從中分一杯羹,世界各地的贊助商、廣告商、廣播公司和商人為此支付了難以數計的資金便可資佐證。

Brazil's prize for getting its mojo back is considerable, not just as a fillip to kick-start its economic recovery, but also as a chance for a long-term stimulant to foreign investment, flows of people, and global markets' acceptance of Brazilian products and ideas. A successful World Cup, despite the protests, would affirm Brazil's already attractive attributes (the sex, samba and soccer part) and confirm other emergent stories of inclusiveness, diversity, democracy, resilience, and sustainability.

對好運重歸巴西的獎賞是可觀的,它不僅是推動其經濟強勁復蘇的一劑強心劑,還為海外投資、人流涌入和全球市場對巴西產品和理念的認同提供了一個長期刺激的機會。一屆成功的世界杯,盡管期間會有抗議,將對巴西已經聲名在外的魅力特質(性感、桑巴和足球)加以證實,也將證明其他涌現出來的包容性、多樣性、民主、順應性和可持續性。

But at home in Brazil, it's an understandably complex proposition. There's the perception of corruption in the global game, the vertiginous and alienating sums of money involved, and the questionable wisdom and efficacy of the $11.3 billion spent on stadiums, infrastructure, and other costs -- all while the middle class simmers from disappointment of unfulfilled expectations. A Pew poll where 61 percent opposed hosting the tournament could easily have been a proxy for the 71 percent cheesed off with Dilma Rousseff's presidency and government in general. But four years after posting 7.5 percent growth and now flirting with recession, you can't blame Brazilians for not being in any mood to dress up for guests.

但在巴西國內,這是一個理解起來有些復雜的命題。本屆國際賽事中存在腐敗,需要投入大量金錢,在場館、基礎建設上所花的錢和其他花費方面表現出來的智慧和效率也遭到了質疑——這一切都是因為未達到中產階級的期望而產生的失望所致。此前皮尤公司開展的一項調查表明,61%反對舉辦世界杯的人中,有71%的人對羅塞夫出任總統和羅塞夫政府基本持否定態度。在宣告實現了7.5%的增長四年之后,如今巴西經濟面臨衰退,你無法譴責巴西人沒有心情為賓客盛裝打扮。

And people around the world will give them a good, long look even without their Carnaval makeup. They expect a show selling the allure of sex, samba, and world-beating futebol, but they are also prepared to look at the diverse and contested texture of the country beyond these mid-20th-century tropes. For those outside looking at Brand Brazil in recent years, the complex struggles towards upward mobility in the favelas and controversy around pacifica??o are only somewhat offset by newly recognizable claims of sustainability and inclusiveness in Brazilian products as diverse as Itaú banking, Natura cosmetics, and Embraer airplanes. Meanwhile, global investors are looking for a signal of competence. They don't expect Zurich or Hong Kong levels of efficiency, but they do look for signs of mature, consistent, and authentic responses to challenges.

不過,即使巴西人沒帶上狂歡節的妝容,全球各地的人們也將好好地打量他們。他們期待一場出售性感、桑巴舞以及世界一流足球盛宴的表演,但他們還做好了準備,要看看這些20世紀中期的隱喻如何體現這個國家多樣化且帶有爭議的本質。對于近些年那些旁觀巴西的人來說,針對貧民窟向更高層社會的流動的復雜斗爭以及圍繞“凈化貧民窟運動”(pacifica??o )的爭議在一定程度上被體現在巴西產品最近一些關于可持續性和包容性的聲明所抵消。這些產品極具多樣化,包括伊塔烏聯合銀行、天然化妝品、巴西航空工業公司生產的飛機等等。同時,全球投資者正在尋找一種競爭力信號,他們不指望能達到蘇黎世或香港的效率水平,但確實在尋找真正成熟地應對挑戰的跡象。

Brazilian authorities at all levels have an opportunity to turn the World Cup into a teaching experience by the way they defuse protests and authentically fess up to the underlying concerns, both those of the protesters on the streets and the ones simmering quietly in their homes. To pass the test, they can't retreat behind the mask of perfection. Brazil is messy and imperfect. It should go with it and embrace its improvisational brilliance.

巴西各級行政部門都有機會通過平息抗議的方式將世界杯變成一次學習經歷,不管是已經在街頭抗議還是在家打算抗議的民眾,政府應該坦然面對。為了通過大考,他們無法在完美的面具之后全身而退。巴西混亂不堪,也不完美。它應當認識到這一點,并擁抱其臨時的輝煌。

(譯者 非石頭 編輯 齊磊)

分享到6.79K
編輯:許雅寧
 

相關閱讀

在德國隊本屆世界杯首場比賽中,托馬斯穆勒上演帽子戲法,幫助日耳曼戰車4-0痛宰10人葡萄牙隊。 >詳細>>

 
 
China Daily世界杯報道合作伙伴