2010 July, 14th

Phil Butler

The World Cup revealed to planet Earth the most excellent side of South Africa – the good heart of a great nation of peoples. Surely the events of the past weeks will have their positive effects on everyone there, but not a speedy or all encompassing one. South Africa is still a nation with many problems, some so deep seeded no single event could repair them.

The FIFA World Cup is being praised for having literally changed the face of Africa, at least in as far as global perception is concerned. To be certain, these soccer events inspired us all, but when the stadium lights dim, and the spectators return home, many South Africans return to a life of despair and fear.

Perhaps it is not fair to focus on South Africa as a center of poverty and crime, as much of the world is in upheaval. But, glossing over great evils with the shining example set by the World Cup, this too is an injustice.

Spain's gallant football heroes - triumph of spirit amid despair

If you read for a bit the Cape Times, the underlying strife going on there is so readily apparent. Everything form child killings to genitalia dismemberment, and far beyond, shows that much of Africa’s most progressive nation still lives in brutal and archaic chaos.

Heroes of the arena leave behind a nation still fighting to find itself. South Africa still ranks second in murders per capita among developed countries.  The host of the World Cup ranks 1st in rape category, and at the top of the list for everything from illicit drugs to kidnapping. In the midst of all this, the real live heroes of South Africa play.

FIFA brought a valuable commodity, a valuable one - hope

These are not symbolic of a horrible population, but of a country desperately in need of another Nelson Mandela. The actual words of the FIFA 2010 anthem echo the real heart of South Africa – without the Disney World glamor of the popular one (verse below – video at bottom).

Born to a throne
Stronger than rome
But violent prone
Poor people zone
But it’s my home
All I have known
Where I got grown
Streets we would roam

The most significant point for people in South Africa, like anywhere else, is the desparity between rich and poor in the country. Despite propaganda intended to gloss over South Africa’s true condition, poverty in the country has not changed a wit since the late 90′s. In fact, the gap between rich and poor has widened significantly.  Of course much of this can be considered speculative, depending on whom we listen to, watch, or read. And the problems are not just there for black South Africans – this is predominant for all.

A homemade soccer ball - courtesy TwentyTen

A recent Boston.com article reveals just how widespread poverty is in the shadow of the great football stadiums. While we admire greatly what the World Cup meant for a whole continent, the truth is at the heart what all these games are about – Spain defeats the world – a real tangible truth – we do no honor to Africa at all in sugar coating these facts.

The FIFA World Cup made millions, even billions for some – while the people of a nation, a continent, have been forgotten – humble garnish for a Coke commercial of quaint sweetness.

Poverty in South Africa is not bound by race - courtesy Boston.com

So, as you sit in your easy chair, visions of sportsmanship and brotherhood dancing in your head – at least once think on that child in the Coke commercial – returning to a horrid condition. The 2010 FIFA World Cup made great strides in affording all of Africa much deserved positive recognition.

For an all but forgotten continent, such events and good will are much needed. The truth of South Africa detracts nothing from the superlative competitors or the contests and events – the truth actually heightens their efforts – why can’t politicians and business people see that? At least a glimmer of new hope likely resides in the heart of some new champion there in South Africa – a new Pele maybe.

• 2010/06/04 -- South Africa’s Mandela to Attend FIFA World Cup
• 2010/06/24 -- World Cup Buzz Goes on, with Loud Vuvuzela Tunes
• 2010/01/05 -- Senegal Statue a PR Nightmare for President Wade
• 2009/10/12 -- Astro Boy To Spearhead Japan’s FIFA World Cup Bid
• 2010/08/09 -- Carole White Agrees with Mia Farrow: Naomi Campbell lied
• 2010/07/22 -- Whale Crunches Yacht, A Heavy Tale
• 2010/07/20 -- Ribery Sex Scandal, More Bad PR for the French National Soccer Team

About the Author

Phil Butler is editor-in-chief of Everything PR and senior partner at Pamil Visions PR. He’s a widely cited authority on beta startups, search engines and public relations issues, and he has covered tech news since 2004. Phil wrote in the past for ReadWriteWeb, Mashable, Profy, SitePoint, Search Engine Journal, AltSearchEngines. Follow Phil on Twitter or send him an email at phil [at] pamil-visions [dot] com.

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