Abstract
ABSTRACT From 1940 onwards, Mexico experienced economic growth and appeared politically stable. For more than three decades, the Mexican Government tried to disseminate the achievements of the ‘Mexican miracle’ through cultural diplomacy. Sport was one of the many avenues used to present modernity and development. The 1968 Olympic Games and the 1970 World Cup were only two years apart; nevertheless, the people behind their organization and the strategies they implemented were different. The 1968 Olympic Games was an ambitious governmental project to reshape the image of Mexico. In contrast, the 1970 World Cup displayed a different image of modernity. The organizers used television broadcasts to sell football both domestically and abroad. The organizers’ control over professional football and television broadcasting in Mexico influenced the changes that resulted from the World Cup. The study of the people and ideas behind Mexico ’70 is relevant to understanding the development of the Mexican television complex and its repercussions on the public sphere, while it also sheds light on how local networks contribute to the commercialization and commodification of football.
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