Repository logo
 

Experiencing Engagement: An Autoethnographic Analysis of Civic Engagement Strategies at the FIFA Women’s World Cup 2023 in Aotearoa New Zealand

Files

Thesis(1.94 MB)

Date

2025

Authors

Jefferson, Aaron

Supervisor

Wright, Richard
Johnston, Mel

Item type

Thesis

Degree name

Master of Business

Journal Title

Journal ISSN

Volume Title

Publisher

Auckland University of Technology

Abstract

This thesis explores the civic engagement strategies employed during the FIFA Women’s World Cup Australia & New Zealand 2023, using an analytic autoethnographic approach. Drawing primarily on personal experience as both a fan and researcher, supported by semi-structured interviews with key stakeholders and content analysis of public reports, the study explores how the tournament fostered bonding, bridging, and linking forms of social capital. Guided by Putnam’s Social Capital Theory and Anderson’s framework for Analytic Autoethnography, I investigate how community participation, volunteerism, public engagement, and legacy initiatives contribute to social cohesion and civic identity. Data collection included field notes from matches and Fan Festival visits, observations of community programming, content analysis, and interviews with professionals involved in national and city-level event coordination. My findings are presented in the form of six vignettes and four themes. The discussion proposes that civic engagement emerges through formal strategies but also through informal, spontaneous interactions among fans, volunteers, and local communities. The tournament’s inclusive and decentralised approach enabled people across New Zealand to feel involved in a national moment of celebration and connection. Participants noted the importance of cultural responsiveness, early stakeholder engagement, and sustained follow-up to maintain civic momentum beyond the event itself. The study extends the literature on sport, social capital, and event legacy by offering a reflexive, experience-based account of engagement practices at a major international tournament. It also demonstrates the value of analytic autoethnographic methods for uncovering the emotional, relational, and narrative dimensions of civic participation, providing insights for scholars and event strategists seeking to enhance social outcomes through sport.

Description

Keywords

Source

DOI

Publisher's version

Rights statement

Permanent link

http://hdl.handle.net/10292/20145

Collections

Masters Theses