Quando a crise volta à tona: uma análise sobre os impactos do “Escândalo de Berna” na imagem do ex-jogador e técnico de futebol Cuca.

Abstract

This study analyzes the impacts of the "Bern Scandal" on the public image of former soccer player and coach Cuca, considering the case's renewed attention in 2023 following his hiring by Corinthians. The research aims to examine Cuca's image as portrayed in media coverage of the scandal, identifying articles and reports discussing the public's reaction to his hiring in the context of the scandal's revival. The methodology includes a bibliographic review (Marconi and Lakatos, 2007) and a media image audit (Bueno, 2012). The bibliographic review provides theoretical foundations for the study's chapters and enhances understanding of the topics. The media audit entails a qualitative analysis of reports from three major Brazilian sports media outlets—ESPN, UOL Esportes, and GE—published between April 20 and 30, 2023, a period when the scandal resurfaced after decades. These outlets were chosen for their influence and credibility in sports journalism. Through this analysis, the study seeks to understand how the "Bern Scandal" was depicted by the media and its repercussions on Cuca's public image. The findings indicate distinct approaches among the outlets: ESPN and GE maintained neutrality, sometimes downplaying the scandal, while UOL adopted a critical stance, using terms such as "crime" and "convicted." Despite the coverage, the event was deemed an instability rather than a full-blown crisis, as it did not cause a definitive rupture in Cuca's career, evidenced by his continued involvement in soccer despite the case's resurgence. This study does not aim to assess public opinion but rather to contextualize disseminated information and explore how dormant crises can resurface after years of silence.