
Argentina won the Copa América 2024, and the joy in our country was immense. Messi and the Scaloneta gave us another reason to celebrate, but in the midst of the euphoria, a controversy arose. A video of Argentine players singing a song with racist and xenophobic overtones towards France went viral.
Enzo Fernández, a Chelsea star, appeared in the video singing, and as expected, an international scandal ensued. Enzo had to issue a public apology, admitting that the lyrics were unacceptable.
Understanding Small Cultures
In various NCA posts, we always focus on macro-cultures, those related to a country’s population or ethnicities. However, within these widely shared characteristics, there are what Adrian Holliday calls "small cultures". These form through daily interactions and are not limited by national borders.
For example, in Argentina, we are very familiar with the small culture of football, made up of the team and its fans, where camaraderie and football passion allow certain behaviors to be accepted without questions within that small culture.
The offensive chant emerged during the World Cup in Qatar, a spontaneous creation by fans to support the team. These types of sub-cultures within football are common, where rituals and chants reinforce group identity. However, when these behaviors are brought to the global stage (today’s social media enables this quickly and massively), they can clash with broader values and cause problems.
The Disconnect and the Power of Small Cultures
Holliday teaches us that small cultures not only reflect the behavior of the group but are also influenced by larger power dynamics. The chant, although born from fervor and passion, contained problematic elements that reflect deeper prejudices that the small culture of football in Argentina does not deny, as it is fundamental when creating a song to taunt the adversary. It's possible that, while part of the Argentine macro-culture does not endorse it, it understands it; but not so for those who are unaware of the parameters of this particular (as they all are) small culture.
Lessons:
We are not here to pass judgment, but to learn how to avoid this mess and not screw up. Our field is translation, editing, and internationalization wherever there is storytelling. So, in advertising, marketing, film, media, and literature:
Emphasize the importance of understanding how these sub-cultures interact with the outside world.
Ensure that work or creative teams understand and respect the diverse cultures and their small cultures in relation to the target audience.
Studying, analyzing, and getting to know small cultures ensures strong and fresh insights to reach the right people at the right time.
As leaders, think about and review your agency's culture and the small cultures within your organization to address harmful behaviors in time.
When problems arise, a quick and sincere response is key. Apologies and corrective actions can mitigate reputational damage.
By fostering inclusive and respectful environments, leaders can navigate these complexities and build stronger, more cohesive teams.
Knowing your audience and promoting a respectful environment is crucial to avoid costly mistakes and build a strong brand.
Having an expert in internationalization becomes indispensable: contact us!
Note:
This article was inspired by two influential readings:
Mariano Dorfman’s post - Brand creator without bullshit: Do You Know Why the USA Organized the Worst Copa América Final?
Adrian Holliday (1999) Small Cultures. Oxford University Press. Read more
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