Unit 5 Mo Salah

Sportstars: decoding the celebrity athlete

• From athletes to celebrities
• Offered a more wholesome alternative to other celebrities (think rockstars
and movie stars!)
• Sports cannot be equated with other forms of entertainment since it is considered
as more ‘authentic’
• Not just athletes, but more importantly, endorsers [think of the celebrity/star as
a brand]
• Endorsement contracts are a guide to an athlete’s celebrity status
(Cashmore, 2014: 284)
• “Brand Beckham could be affixed to practically any product, and it
would boost sales.” (Cashmore, ibid.)
Explanation-: The world of celebrity is changing, with athletes increasingly stealing the
spotlight from traditional stars like movie actors and rock musicians. This shift is due in part
to the perception of athletes as offering a "more wholesome alternative." Unlike celebrities
associated with partying and rebellion, athletes are seen as disciplined and hardworking due
to the demanding nature of their professions. Furthermore, sports themselves are viewed as
more "authentic" than some forms of entertainment. Scripted shows and movies are replaced
by the perceived rawness of athletic competition, where physical prowess and dedication
reign supreme.
But athletes aren't just celebrities; they're brands. The passage argues that, like a famous
movie star, an athlete's image and achievements can be leveraged by companies to sell
products. The endorsement deals they sign become a kind of marker of their celebrity status.
Cashmore (2014) uses David Beckham as an example – "Brand Beckham" is so powerful that
his image can be used to promote practically anything and still boost sales. In essence,
athletes have become a powerful force in celebrity culture, offering a wholesome and
authentic image that companies are eager to capitalize on.
From athletes to sportstars
“Forty years ago, it would have been an insult to call a boxer or a football players a
celebrity. Athletes were not trying to entertain spectators: they were trying to win
contests in competitive environments. What entertainment ensued was a byproduct in
the sense that fans enjoyed watching. But to compare athletes with singers, actors, or –
perish the thought – supermodels would have been borderline defamatory.” (Cashmore,
2014: 284)
Explanation-: The world of celebrity has undergone a dramatic shift in the past forty years.
Back then, a clear line separated athletes from celebrities. Athletes were driven by
competition, focused solely on winning in a structured environment. Their fame, if any, was a
secondary effect – a result of their victories and athletic prowess. Watching them compete
was entertaining for fans, but entertainment wasn't the core objective. In fact, comparing
athletes to singers, actors, or supermodels would have been considered almost insulting.
These celebrities were seen as existing solely to entertain, putting on a show. Athletes, on the
other hand, were revered for their dedication, competitive spirit, and physical feats. The
passage suggests that even suggesting an athlete was on the same level as an entertainer back
then could have been seen as disrespectful.

• Emergence of athletes as brands/endorsers in early 1990s

• Why?
• “Would a major car company wants its commercials voiced over
by an actor who had been imprisoned for drugs violations?”
(Cashmore, 2014: 289)
• “The endorser has to be capable of persuading consumers that something
is a good thing. So advertisers searched for people consumers would
trust.” (Cashmore, 2014: 290)
• By early 1990s, sports (and consequently, sportstars) seen as more ‘cool’
• “Sports had arguably surpassed popular music as the captivating
medium most essential to being perceived as ‘young and alive.’”
(Donald Katz, 1994: 25)
• The perception of sports and sportstars as:
• “Clean, wholesome, rule-governed competition; healthy, young,
likeminded individuals dedicated to the pursuit of excellence
through hard work, honest endeavor, and an insatiable appetite for
success; a lifestyle conducive to the promotion of good health and
moral wellbeing.” (Cashmore, 2014: 288)
Explanation-: The rise of athletes as brand endorsers in the early 1990s marked a significant
shift in advertising strategies. Traditionally, celebrities like actors and musicians were the go-
to choices. However, a growing need for trust in endorsements led advertisers to seek new
faces. As Cashmore (2014) points out, a car company wouldn't want a scandal-plagued actor
promoting their safe and reliable vehicle.
This need for trust coincided with a surge in the popularity of sports. By the early 1990s,
sports had become incredibly "cool," surpassing even music as a cultural touchstone for
young people, as argued by Donald Katz (1994). Athletes, seen as the epitome of "young and
alive," were a perfect fit.
Furthermore, athletes offered a wholesome image compared to some traditional celebrities.
Cashmore (2014) describes them as embodying clean competition, hard work, dedication, and
a healthy lifestyle – the perfect image to promote good health and moral values. This positive
image, combined with their newfound "coolness," made athletes the ideal choice for brands
in the early 1990s. They could effectively promote products while projecting a wholesome
and trustworthy image, something that wasn't always guaranteed with traditional celebrities.
The “first modern celebrity athlete”
What did Jordan embody, signify and represent?
Jordan was presented as an “atypical Black figure”… “distanced, from the discourses of
irresponsibility, hypersexuality, deviance, unruliness, and brutish physicality routinely
associated with African American males in general, and NBA players in particular.”
(David L. Andrews and Michael L. Silk, 2010: 1629)
A marked departure from the threat of the hypersexualized and violent Black male
(think Magic Johnson, Mike Tyson)
But Jordan…”people not only liked him, but also felt they knew this crisply wholesome,
indubitably clean-living, and utterly harmless dark-skinned, but not dark man.”
(Cashmore, 2014: 293)
Explanation-: Michael Jordan's image defied the negative stereotypes often associated with
Black men, particularly in sports. He wasn't portrayed as irresponsible, hypersexual, or
violent – characteristics frequently attached to Black athletes by the media. (David L.
Andrews and Michael L. Silk, 2010: 1629) This contrasted sharply with figures like Magic
Johnson or Mike Tyson, whose public personas sometimes embodied these negative
stereotypes.

Jordan, on the other hand, was presented as a wholesome and clean-cut figure. Cashmore
(2014) describes him as "crisply wholesome" and "utterly harmless," someone people not
only liked but felt they could connect with. His image transcended racial stereotypes, making
him relatable to a broad audience.

It's important to note the term "not dark man." While Jordan's image wasn't defined by
negativity, it also didn't erase his race entirely. He was still a Black man, but one who defied
expectations and presented a positive and successful counter-narrative to prevalent
stereotypes.

What does Mo Salah embody?

His fame and success coincided with a turbulent period for Egyptians – political
instability, rising inflation and unemployment – a period when many young Egyptians
were frustrated, struggling with despair and despondency.

Salah’s ‘rags to riches’ narrative embodies hope, resilience, and perseverance for young
Egyptians.

“As a moderate Muslim, Salah provides a new path for frustrated young people to
follow… The image he conveys of a moderate, tolerant Muslim not only challenges the
dominant stereotypes about Arab youth, but encourages them to accept each other’s
differences and unite behind a single Muslim identity.” (Ibrahim, 2018)

As a practising Muslim, who is confident and comfortable in his faith, he not only
‘normalizes’ being a Muslim but also counteracts Islamophobia.
Explanation-: Mo Salah: A Beacon of Hope and Positive Muslim Identity
Mo Salah's rise to football superstardom transcends the realm of sports. He has become a
symbol of hope, resilience, and a positive Muslim identity for Egyptians and Muslims
worldwide. His fame and success resonate deeply, particularly for those facing challenges.
A Symbol of Hope in Turbulent Times
Salah's journey to the top isn't just an inspiring personal story; it's a powerful message for
Egyptians who have faced immense challenges in recent years. His rise to stardom coincided
with a period of political instability, economic hardship, and a general sense of despair in
Egypt. In this context, Salah's "rags to riches" story became a beacon of hope for many young
Egyptians.
His journey from a small village to the pinnacle of world football embodies the power of
perseverance. He serves as a living example that even amidst immense challenges, success is
achievable. Young Egyptians struggling with despair see not just Salah's talent, but also his
unwavering dedication and relentless perseverance in the face of adversity. He is a
testament to the fact that with hard work and a never-say-die attitude, seemingly
insurmountable obstacles can be overcome.
A Moderate Muslim Identity
Mo Salah is also a practicing Muslim who is open about his faith. This resonates deeply with
young Muslims seeking positive role models who defy stereotypes. Ibrahim (2018) argues
that Salah offers a "new path" – a path built on moderation and tolerance.
His image challenges the stereotypical portrayal of angry or extremist Muslim youth often
seen in the media. Every time Salah takes the field with his head bowed in prayer or
celebrates a victory with his hands raised in gratitude, he sends a powerful message of unity
and acceptance. This fosters a sense of belonging within Muslim communities and promotes
a more unified Muslim identity that celebrates diversity and rejects extremism.
Countering Islamophobia
By simply being a successful and well-respected Muslim athlete, Salah challenges negative
stereotypes and prejudices associated with Islam (Islamophobia). His confidence and athletic
prowess demonstrate that faith and excellence can coexist. He inspires a new generation of
Muslims to pursue their dreams without feeling pressured to sacrifice their identity.
Salah's presence in the global sporting spotlight "normalizes" being Muslim. He dismantles
the walls of prejudice brick by brick and promotes understanding. He is a living example that
religion can be a source of strength and inspiration, not a barrier to achievement.
“Mo Salah, a Moral Somebody?” (Amro Ali)
Mohamed Salah “delivers a model for Arabs and Muslims to feel a sense of self-
determination, self-acceptance, self-definition, and to be a person of worth on an equal
footing with others.” (Ali, 2021: 91)
”For Egypt, Salah is the hero that unsettles the authoritarian system and acts as an
antidote to unhappiness.” (Ibid.)
 “For the Arab and the Muslim world, he is a redemption of something lost, a substitute
in an era devoid of real Muslim leaders.” (Ibid.)
“For the rest of the world, particularly Europe, he is the disruptor of the secular realm
and obstacle to bigotry who can jam the wires of Islamophobia.” (Ibid.)
Salah “restores a sense of dignity to the Egyptian at home, and to Arabs and Muslims
abroad, while delivering a reckoning for which the West has to deal.” (Ibid.)
Explanation-:
Empowering Arabs and Muslims: Ali argues that Salah offers a much-needed blueprint for
Arabs and Muslims to reclaim their narratives. He inspires them to find a sense of self-worth
and self-definition, to break free from limiting stereotypes and external expectations. Salah's
success on a global stage demonstrates that Arabs and Muslims can excel in any field,
demanding respect and recognition as equals on the world stage.

Antidote to Despair in Egypt: For Egyptians grappling with a period of political turmoil and
economic hardship, Salah is more than just a footballing hero; he's a beacon of hope that
disrupts the prevailing sense of despair. His journey from a small village to the pinnacle of
world football signifies that even amidst seemingly insurmountable challenges, success is
achievable. This message of resilience and self-belief serves as a powerful antidote to the
national unhappiness, offering a sense of pride and reminding Egyptians of their potential to
create a brighter future.

Redemption for the Muslim World: In the eyes of many, Salah serves as a symbol of
redemption for the Muslim world, a positive figure that fills a void left by a lack of strong
and inspirational Muslim leadership on the global stage. His humility, work ethic, and
dedication challenge the negative stereotypes often associated with Muslims. He embodies a
more progressive and tolerant form of Islam, inspiring a new generation to pursue their
dreams and defy expectations.

Disrupting Islamophobia: In the West, particularly Europe, Salah acts as a disruptor,

challenging the deeply ingrained Islamophobia that often permeates societies. His success
forces a reevaluation of these prejudices. By simply existing as a confident, accomplished
Muslim athlete, Salah dismantles stereotypes and demonstrates that Muslims can excel in
mainstream culture without sacrificing their faith.

Restoring Dignity: Overall, Salah's impact transcends the realm of sports, restoring a sense
of dignity for Egyptians at home and Arabs and Muslims abroad. He challenges the West's
often patronizing or dismissive perception of these groups. His success demands a more
respectful approach, one that acknowledges the contributions and potential of the Arab and
Muslim world.
Last
point
A Reckoning for the West: Ali suggests that Salah's success forces the West to confront its
own biases and engage with the Muslim world in a more equitable way. It compels a
reevaluation of foreign policy approaches and a recognition of the shared humanity that binds
all cultures together. Salah's presence on the global stage serves as a potent reminder that
judging individuals based solely on religion or origin is not only inaccurate but also a barrier
to mutual understanding and progress.