![fifa 2010 song fifa 2010 song](https://i.ytimg.com/vi/EBl2PVjVNqA/hqdefault.jpg)
![fifa 2010 song fifa 2010 song](https://d3qvyul2tp4j8.cloudfront.net/i/V3Dvi5UoA3.jpg)
![fifa 2010 song fifa 2010 song](https://img-www.tf-cdn.com/game/2/2010-fifa-world-cup-south-africa-2010.jpeg)
This renders images of the media painting Africa to degenerate into repertoires of mockery and sarcasm, dramatic irony, resistance and sensuous dimensions pregnant with racial innuendoes. It goes on to unpack the global hegemonic constructs of Africa and takes cognizance of the intricate and nuanced mechanisms through which international dissemination of commercial advertising of the Coca-Cola video of Knaan’s song Wavin’ Flag mediated through a contradictory site of enjoyment. As the biggest soccer extravaganza was performed on the African soil, the great expectation was to celebrate glocalisation and project Africa positively with the ramifications of football as the vehicle of ideologically uncontaminated flows of enjoyment. When embraced by the metanarrative quest for what colonialism means in the historical memories of Africans, it offers a multiplicity of versions in their splendid diversities. It is the continent’s colonial encounter with Europe that spurs this study’s intellectual breeze from various disciplines of media, film, and theatre arts studies. This entails an encounter encompassing multifaceted angles of borrowings from film and media, culture and sexuality, politics and economy, class and gender and between the continent and Europe. The World Cup on the African continent demonstrates the glocalisation cycle in world order as a conjunctural hegemonic historical process. The paper interrogates the FIFA 2010 World Cup in South Africa’s activated discourses of football pilfering unstable worldviews on global cultural flows. Re-Visualising Africa: Journal of African Cinema Vol 1, No. Re-Visualising Africa: Journal of African Cinema Please use this identifier to cite or link to this item:Įntanglements of globalisation: representation of K’NAAN’s song waving flag during FIFA World Cup and the re-imag(ni)ng of Africa