Foreign coaches viewed through media discourse

The main focus of the present research is to investigate the media discourse about foreign coaches. This study explores the perspectives of host and donor countries through their media discourse, using the theoretical lens of established and outsiders. A media analysis was used to investigate how foreign coaches were represented in the media. Multiple sources were cross-referenced to capture the media and public opinions prior to, during and after national and international sport events. We found 257 media texts published between April 2012 and August 2014, in four different languages. The results showed the polarisation of the media discourse with foreign coaches either portrayed as instrumental for sport development and success, or stigmatised as unsuccessful mercenaries with no attachment to the host country. These results highlight the importance of cultural awareness and media training especially for coaches dealing with the media of a host country.