ABSTRACT

This article examines how the news media framed the allegations made in 2016 against Cristiano Ronaldo for evading taxes through offshores, and how audiences discussed this online, in Portugal, where he is originally from, and Spain, where he played football at the time. These countries were amidst an “austerity culture” justifying welfare cuts, promoting entrepreneurialism as “success”, and presenting neoliberal policies as “common sense”. Our analysis reveals Ronaldo portrayed as a member of the economic elite criticized for the high earnings of football players and celebrity tax privileges; as an ungrateful immigrant who does not contribute enough to society; and as “one like us” maneuvering to evade taxes. The comparative analysis shows audiences had double standards based on their feelings toward the celebrity, and they interpreted this case positively or negatively in relation to the inefficiency of the fiscal and justice systems in Southern Europe.

摘要

本文探讨了新闻媒体如何对 2016 年针对克里斯蒂亚诺·罗纳尔多（Cristiano Ronaldo）通过离岸逃税的指控进行诬陷，以及观众如何在网上、他的原籍葡萄牙和当时踢足球的西班牙对此进行讨论。这些国家处于一种“紧缩文化”中，为削减福利辩护，将企业家精神宣传为“成功”，并将新自由主义政策视为“常识”。我们的分析显示，罗纳尔多被描绘成经济精英的一员，因足球运动员的高收入和名人税收特权而受到批评；作为一个忘恩负义的移民，对社会没有足够的贡献；作为“像我们一样的人”在逃税。对比分析表明，观众对名人的感受存在双重标准，