The Role of Communication in Sport Integration

Abstract

The study examines what role communication has played in the integration of Somalis into Swedish society by looking at sport as a tool for successful integration. It also explores how both the local and international image of the Somalia National Bandy Team has changed in light of communication about them in the media. I argue that communication has enabled the team to be able to garner financial support, attract international attention and overcome initial prejudice towards Somalis in Sweden. The research adopts a qualitative research approach and is based on the document content analysis of media articles, interviews and questionnaires with bandy players and Borlänge officials, and the documentary film Trevligt Folk. It contends that it can be successful to integrate migrants into a society with the help of sport, and that not only the image of sportspeople but of the general migrant community may improve, as illustrated by the case study of the Somalia National Bandy Team in Sweden.