This study examines the public’s perceptions of a speech delivered by FIFA’s president in a press conference one day before the Qatar 2022 FIFA Men’s World Cup. In total, 34,714 publicly available user responses were collected from news media YouTube channels in North America, Europe, and Asia, as well as from Twitter hashtags related to the press conference. This user-generated content was analyzed using sentiment analysis to determine the degree of positivity or negativity, followed by qualitative thematic analysis to identify specific factors influencing public perceptions of Infantino’s speech, including both positive and negative aspects. The results suggested that FIFA’s communication was “debated” due to questions and challenges posed by the public. It is noted, however, that the magnitude of negative and positive evaluations varied according to the medium used and the region. Negative evaluations related to ‘hypocrisy’, ‘lack of transparency’, and ‘diplomatic hedging’, whereas positive evaluations related to ‘symbolic communication’, ‘activist governance’, and ‘cultural appropriateness’. Using the public as a resource for institutional evaluation, this research contributes to the scholarship of sport management by analyzing the impact of communication on an organization’s moral legitimacy.

中文翻译：

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“我今天感觉卡塔尔人[...]我今天感觉残疾，[...]我今天感觉像一名农民工...”：论体育、领导力和道德合法性

本研究调查了公众对国际足联主席在 2022 年卡塔尔国际足联男子世界杯前一天新闻发布会上发表的讲话的看法。从北美、欧洲和亚洲的新闻媒体 YouTube 频道以及与新闻发布会相关的 Twitter 主题标签中总共收集了 34,714 条公开的用户回复。使用情绪分析来分析用户生成的内容，以确定积极或消极的程度，然后进行定性主题分析，以确定影响公众对因凡蒂诺演讲看法的具体因素，包括积极和消极方面。结果表明，由于公众提出的问题和挑战，国际足联的沟通受到了“争议”。然而，值得注意的是，负面和正面评价的程度根据所使用的媒介和地区的不同而有所不同。负面评价与“虚伪”、“缺乏透明度”和“外交对冲”有关，而正面评价则与“象征性沟通”、“激进治理”和“文化适当性”有关。这项研究利用公众作为机构评估的资源，通过分析沟通对组织道德合法性的影响，为体育管理的学术做出贡献。