Aztec goal? Use and representation of archaeological elements in modern Mexican soccer

Abstract

The programming of soccer as a spectacle sport in the Mexican scene has not refrained from the reuse of material elements from the past. Over the last few decades, images related to pre-Hispanic cultures have been politically and symbolically used in this country. This iconographic production is not coincidental. On the contrary, it represents an attribution of the ideals of nationalism within the temporal framework of a globalized world that is in constant search of symbols and materialities adopted or negotiated communally. In this context, the neoliberal economic system is a machinery that incorporates flows of cultural capital, which can be transformed into economic capital promoting the well-being of said systemic functioning. For contemporary Mexican soccer, the union between the State and capitalism has involved the mass production of thousands of idealized commodities. The use of archaeological elements has been reflected in sportswear, logos, stadiums, mascots, and props. Moreover, a close bond has been forged between fans, sponsors, media, companies, and clubs. In this playing field, not only the approval or disapproval of fans towards such components is at stake, but also the adaptation of an old value system to contemporary Mexican society. In summary, the primary objective of this text is to highlight the importance that pre-Hispanic materialities have had in the political, economic, and cultural context of Mexican soccer.

Submission: Jul 09, 2024 ⊶ Accepted: Sep 16, 2024