Summary of the Key Points
This news article focuses on the new book by Liu Xiaoqian, a journalist based in the United States, titled "Outside the Door: Borders, Rust Belt, and Hollywood." It explores the penetration and impact of the World Cup in the U.S., noting that the event is becoming increasingly "Americanized" (for example, with the introduction of "water breaks" to accommodate commercial broadcasting). The media has played a crucial role in bringing football from the margins to the forefront in America. However, grassroots football still faces practical challenges related to economics and policy. At the same time, the era of social media has given rise to a new approach where "the experience outweighs the outcome of the game." The article provides an overview of the development of football in the U.S., its current challenges, and future trends.
I. The Americanization of the World Cup: The Clash between Commerce and Rules as Seen through the Water Breaks
The most prominent "American feature" of this World Cup is the water breaks—three-minute pauses during each half of the game, during which players drink water, coaches strategize, television broadcasts show advertisements, and on-site DJs interact with fans. This innovation reflects the commercial logic of American sports: television broadcasting requires advertising time, and the traditional football rules without such pauses do not meet the profit-making needs of the media.
Some argue that these breaks disrupt the offensive momentum of the stronger teams, giving the weaker sides a chance to catch up; others see it as fair, allowing both sides to adjust. Regardless of the controversy, this essentially represents America adapting its familiar sports model (such as the pause-and-advertising format used in rugby) to football, making the World Cup more in line with American viewing habits. After all, Americans are accustomed to games with breaks and advertisements, and the traditional slow-paced nature of football was once considered "difficult to understand and unexciting" for them.
II. How the Media Has Helped Football Reach the Forefront in America
Football was once a peripheral sport in the U.S.: In the 1950s, Kobe Jones, a famous American footballer, had to pay $5 to watch a match on a small television in a Mexican restaurant. When the U.S. men's national team played against Mexico at home, immigrant fans even cheered for the opposing team. The turning point came from the media and influential figures:
- The "American Dream" narrative of Pelé: In the 1970s, the New York Cosmos team invited Pelé to join (with Kissinger helping to secure permission from the Brazilian government). Pelé's story of rising from poverty through talent perfectly fit the American Dream, and television turned his football career into a "perfect product," making Americans fall in love with the sport for the first time.
- Rule Adaptations for Broadcasting: Rugby became popular because the league cooperated with television networks to extend halftime breaks for advertising; early football leagues refused to do so, leading to the withdrawal of broadcasting investments and the dissolution of the leagues. It was not until the establishment of the Major League Soccer (MLS) in 1996 that football gradually adapted to commercial requirements.
Liu Xiaoqian also mentions that the "language" of football has not yet been fully understood in America, and even great stories (such as the U.S.'s surprising victory over England in 1950) have failed to generate significant box office success when adapted into films.
III. The Real Challenges of Grassroots Football
The popularization of football in the U.S. depends on grassroots efforts, but many areas face practical difficulties:
- Problems with Stadiums in Rust Belt Cities: Pete, from a former industrial city like Buffalo, wanted to start a professional football team. He sold over 3,000 season tickets, but the renovation of the stadium was delayed due to opposition from a nearby chemical plant that feared it would affect production. The declining local economy also compounded community conflicts, delaying the team's plans.
- Policy Impacts in Border Towns: Small teams in border towns like Brownsville (on the U.S.-Mexico border) have a tradition of playing "border derbies" with Mexican teams. However, during Trump's presidency, immigration policies became stricter, including the construction of the wall and increased border inspections. Mexican players were reluctant to play due to concerns about being detained, putting the teams in financial trouble.
These examples highlight that the "American Dream" of football requires more than just passion; it also needs to overcome economic downturns and policy barriers.
IV. The New Approach to Football in the Social Media Era: Experience Overcomes Outcome?
The Los Angeles Women's Football Team (Angel City) is a recent example of this new trend. Their home games are always full, but their performance is average. Fans say the online experience is better, as they feel like part of the team. The team does not prioritize wins and instead focuses on creating emotional value through short videos and interactive experiences at the stadium, such as carefully planned social media content and a comfortable viewing environment to attract commercial sponsors.
Liu Xiaoqian believes this reflects how social media is changing the nature of sports: in the past, success was measured by results; now, it's about providing a positive experience for fans. This approach may represent the new direction for football in America—redefining what football means using internet-based strategies.
V. American Football between the Margins and the Center
From Kobe Jones watching matches in restaurants as a child, to the brief craze brought by Pelé, to the current development of MLS and the Americanization of the World Cup, football in the U.S. has always struggled to find its place between being a peripheral sport and a mainstream one. It tries to integrate into American commercial practices (like water breaks) while facing practical challenges at the grassroots level. It relies on the media and influential figures to expand its market but also needs to solve long-term sustainability issues. The World Cup serves as a mirror, reflecting both the progress and shortcomings of American football. There is still a long way to go before it becomes a truly mainstream sport in America.