In Singapore’s vibrant higher education landscape, Nanyang Technological University (NTU) continues to drive innovative research that bridges popular culture with deeper societal insights. A recent international survey led by the university has uncovered intriguing connections between football preferences, political outlooks, and media consumption habits, highlighting the interdisciplinary strengths of its Wee Kim Wee School of Communication and Information.
NTU Research Illuminates Cultural and Political Intersections
The study, spearheaded by Associate Professor Saifuddin Ahmed, examined how preferences for global football icons Lionel Messi and Cristiano Ronaldo align with respondents’ self-identified political ideologies. Drawing on data from more than 10,000 participants across 26 countries, the findings demonstrate that political identity can influence seemingly apolitical choices in entertainment and sports. This work exemplifies the type of cross-disciplinary inquiry that positions Singapore universities as leaders in understanding digital-age phenomena.
NTU’s commitment to such research supports the broader ecosystem of higher education in the city-state, where institutions like NTU and the National University of Singapore foster environments for scholars to explore communication, media studies, and social sciences. The survey’s results offer valuable perspectives for academics examining identity formation in multicultural societies.
Survey Methodology and Global Scope
Researchers employed an online survey methodology to gather responses from diverse populations spanning six continents. The 26 countries included Australia, Argentina, Brazil, Canada, China, Egypt, Finland, France, Germany, India, Indonesia, Japan, Malaysia, Mexico, Netherlands, Nigeria, Norway, Philippines, Portugal, Singapore, Spain, South Africa, South Korea, Turkey, the United Kingdom, and the United States. Selection criteria ensured representation across varying football cultures, political systems, and levels of economic development.
Participants rated their preference for Messi or Ronaldo on a seven-point scale and provided information on political self-identification, media habits, and personal traits such as self-esteem. This robust sample size and international reach allow for nuanced comparisons that single-country studies often cannot achieve. Singapore universities increasingly emphasize such global collaborative approaches in their research strategies.
Key Findings on Political Ideology and Player Preference
The core discovery reveals a clear pattern: individuals identifying as more liberal tended to favour Messi, while those identifying as more conservative showed greater support for Ronaldo. This association proved strongest among younger respondents and diminished notably among older adults. The pattern suggests that political values may subtly shape cultural affinities from an early age, potentially through exposure to media narratives and social environments.
Associate Professor Ahmed noted that Messi and Ronaldo project contrasting public images—Messi often perceived as team-oriented and understated, Ronaldo as ambitious and individually focused. These personas appear to resonate differently depending on broader value systems. Such insights contribute to ongoing academic discussions about how political identity extends into everyday cultural consumption, a topic gaining traction in communication and media departments across Singapore’s higher education institutions.
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Media Habits and Short-Form Video Consumption
Beyond political outlook, the survey identified media consumption patterns as significant predictors. Respondents who relied more heavily on short-form video platforms such as TikTok and Instagram for news were more likely to favour Ronaldo. Researchers attribute this partly to Ronaldo’s prominent and carefully managed presence on visual social media channels, where his persona reaches audiences frequently and dynamically.
In Singapore’s digitally connected higher education community, where students and faculty navigate evolving media landscapes daily, these findings underscore the need for media literacy programmes. Universities here are well-positioned to integrate such research into curricula, preparing graduates for careers in journalism, digital marketing, and public policy that account for these intersections.
Self-Esteem as an Influencing Factor
Higher self-esteem emerged as another consistent predictor of Ronaldo preference. The researchers linked this to self-affirmation theory, proposing that individuals with elevated self-regard may identify with figures embodying excellence, confidence, and achievement. This psychological dimension adds depth to understandings of fan behaviour and identity alignment.
For academics in psychology and communication studies at Singapore universities, the finding opens avenues for further exploration into personality traits and media engagement. It also highlights opportunities for interdisciplinary collaboration between social science faculties and media schools.
Country-Level Variations and Singapore Context
At the national level, preferences varied considerably. Respondents in 11 countries, including Singapore, rated Ronaldo more favourably on average. Eight countries showed a tilt toward Messi, while seven displayed no clear statistical preference. Notably, South Korea exhibited the strongest relative preference for Messi, driven largely by lower ratings for Ronaldo, possibly influenced by a 2019 exhibition match controversy.
Singapore’s average preference for Ronaldo aligns with regional trends observed in parts of Southeast Asia and the Middle East. These country-specific nuances demonstrate that while global patterns exist, local contexts and historical events shape individual and collective tastes. NTU’s location in a multicultural hub like Singapore enhances its ability to contextualise such findings within Asian perspectives.
Implications for Higher Education and Research
The survey’s revelations extend well beyond sports fandom. They illustrate how political identity increasingly intersects with popular culture and daily choices, a dynamic relevant to fields ranging from sociology to digital media studies. Singapore’s higher education sector benefits from such homegrown research, which can inform teaching, policy discussions, and international collaborations.
Institutions like NTU contribute to national goals of building a knowledge-based economy by producing scholarship that resonates globally while addressing local realities. The study also raises questions about age-related differences in these associations, prompting calls for longitudinal research that could involve graduate students and early-career academics.
Photo by Albert Vincent Wu on Unsplash
Future Directions and Broader Societal Impact
Researchers plan to delve deeper into why the political ideology link varies by age and how short-form video exposure shapes relationships with public figures. These inquiries could influence curriculum development in communication programmes and spark public discourse on media influence.
In an era of fragmented media diets, the findings encourage universities to strengthen critical thinking and media literacy initiatives. Singapore’s higher education providers are already responding with innovative courses that blend theory and practice, preparing students to navigate complex information environments.
NTU’s Role in Advancing Communication Studies
The Wee Kim Wee School of Communication and Information at NTU stands out for its focus on contemporary issues at the nexus of media, technology, and society. This latest project reinforces the school’s reputation for impactful, internationally oriented research. Faculty and students benefit from an environment that encourages bold questions about identity, culture, and politics.
Similar research endeavours across Singapore’s universities help elevate the city-state’s profile in global academic rankings and attract international talent to its higher education institutions.