Political framing of the World Cup in distinct media systems: The case for comparative, interdisciplinary research

In the lead-up and early days of the FIFA World Cup 2026, agenda-setting Danish public service media predicted the event would become “the most intense and political, ever.” This interpretation—or framing—of the event, along with a hybrid coverage style that interwove narratives on sporting performances, implicit or explicit economic considerations and, to a lesser extent, geopolitical issues, mirrored the approach Danish media had adopted during the Qatar World Cup in 2022. This continuity underlines how journalistic practices, interpretations, and shifting balance between critical and performative perspectives are shaped by broader contextual structures. The strategic choices, practices, and behaviors of individual journalists and media organizations are rooted in their specific professional, social, and cultural contexts, which in turn reflect widely shared societal values—among politicians, audiences, and institutions—about the roles and obligations of media, the role of the state, and its relationship to society at large.