Chapter 3: “This Is Now Morocco’s World Cup!” Challenging Orientalist Portrayals of Morocco at the 2022 FIFA World Cup

The purpose of this chapter was to critically examine the media representation of Morocco’s success in the FIFA 2022 World Cup by two influential Western newspapers, The Guardian (n = 473) and The New York Times (n = 243). Data was analyzed employing a three-phase inductive content analysis framework (i.e., preparation, organization, and reporting). The study results unveiled that both media outlets often perpetuated Orientalist stereotypes and Eurocentric biases while covering Morocco’s unprecedented achievement of reaching the World Cup semi-finals. The coverage frequently emphasized Morocco’s cultural identity in a manner that exoticized its culture. Additionally, the portrayal of the Moroccan team’s solidarity with Palestine and the athletes’ familial gestures highlighted a tendency toward cultural essentialism. The study contributes to a deeper understanding of how Western media frames non-Western success in global sports by reflecting on the broader geopolitical narratives and cultural perceptions.