Passion. Excitement. Paralyzed towns, cities, countries. Millions and millions of people in front of the TV screen, crying, praying, dreaming. The dances, the screaming, the joy, the colours and the fireworks. Soccer, known as "Fútbol" for the latinos is a unique feeling, bringing down walls and boarders, prejudices and anger. And nobody can embody this passion better than Latinos: typically soulful, carnavalesque, devoted. There is fire in their bodies and in their blood. Fútbol represents the Latino soul, the essence of the game, the goal explosion, the symbols, the easiness to play and understand it. Fútbol is freedom of speech, a treasure for their culture. Historian Stefan Rinke explained that Fútbol had a important role in the urbanization and social integration of Latin Americas entering the XX Century. Fútbol gave an opportunity for a better life and has an aspirational meaning. Fútbol means emancipation and hope.

Fútbol connects with deep vestiges of Latino soul. That is why the whole social construct reflects in the media narratives. The way Fútbol is told runs parallel to the way Latin American societies have changed, suffered and evolved over the years. Media is a reflection of the social mood, and its narrative resumes the social imaginary: values, status-quo; the history been told. That's the reason why radio-fútbol voices in the recent story of the game helped, not only to the expansion of Fútbol, but to the construction of a new society, their memories, rituals, myyths and legends. The torch of these ancient and priceless oral traditions have gone through generations. Deep voices, a torrential rhythm, imagination, metaphores, folk expressions and a long-climatic-sustained goal chant, the excellence signature of any Latin narration.

Ampliar

The voices in english that narrate Fútbol lack of the Latino passion, keywords that connect with people’s memories, dreams and sorrows, phrases that give the game a whole different meaning; more intense and passionate, rather than scientific, academic, and with a bunch of statistics that are far from what latinos need. Miguel Gurwitz, Telemundo’s anchorman, born and raised in Mexico, argues: “Latinos find the perfect link for meeting their roots. Latinos keep a love story with Fútbol (…) Fútbol in spanish is way better because, even when it is a sport created by englishmen, it came to being perfect thanks to the Latinos. No one has more colour than us. Fútbol in spanish is capable of sharing authentic feelings. In english there is only a transmission of facts (a modest-minimalistic style called ‘play-by-play’)”. Latinos cherish Fútbol because it is an important part of their lives.

Ampliar

Carlos Hermosillo, former soccer player, legend for Mexico's club Cruz Azul and second top-scorer in Liga MX history, currently working for Telemundo, agrees with Gurwitz' point of view: “We (Latinos) were born and live for Fútbol. We love and breathe Fútbol”. A mechanic description of events will never overtake a deep-long ‘gooooool’ scream. Argentinian born Andrés Cantor remember that, during FIFA World Cup in 1994 held in the USA, english speaking media and audiences became interested in his narration style due to his rhythm and the heat during his scoring scream, which is deeply traditional in Latin American countries since the 30’s, during the radio's golden age. They had never listened to something similar before. They were not used to such epic narrations. He even performed the chant in a David Letterman show that enthused people not used to Fútbol or Latin American narrations: “Back then, I was very happy for helping Fútbol to become popular, a game that was always pushed aside in the US”, said Cantor to AS USA. In the 90’s, english speakers already knew it: Fútbol may be told in spanish. And so be it.