A tale of two events? Media analysis of the Melbourne 2008 Homeless World Cup

In 2008, Melbourne became the first Australian city to host the Homeless World Cup (HWC), an annual international sporting event that aims to raise the profile of homelessness and social marginalisation. This article first examines relevant print media articles relating to the HWC by identifying key themes through thematic and content analysis. It then examines the polarised reporting of the HWC by two print media outlets, The Age and the Herald Sun, and argues that each outlet's coverage served to reinforce its own established position on the key political and social issues, in this instance homelessness, asylum seeking and immigration. The divergence in the discourses constructed in each paper provides a demonstrative example of the capacity of the media to use events of all sorts to consolidate their political and commercial positions.