ANALYSIS OF THE MOTIVATIONAL SPEECH HELD BY THE NATIONAL TEAM COACH BEFORE THE FINAL FIFA U-20 WORLD CUP MATCH

In modern literature, it is most o en stated that a sports coach should be moral, autoritative, educated, communicative, etc. Undoubtedly, a coach should be such a person, but we know relatively little about what a successful coach really is. A coach is driven by his knowledge, experience, but also by his implicit philosophy, i.e. deeper and hidden motivational factors, beliefs and attitudes about himself, his own role as well as about individual athletes or a team as a whole. Practice has shown that these coaching attributes a ect functioning of a sports team. e aim of this paper was a pedagogical overview of a sports coach’s educational work. e subject of this paper referred to the knowledge that could be classied into the implicit philosophy of a successful coach. e methodological context was the application of the discourse analysis in semantic and meaningful identi cation of a successful coach’s motivational speech. Searching for an answer to the aim and subject of this paper, we performed the analysis of the motivational speech held by the national coach Paunovic to the players of Serbian U-20 football national team before the nal FIFA U-20 World Cup match against Brazil in New Zealand (2015). Applying some methodological steps, the speech of the coach Paunović was divided into three discourse units, analyzed through the messages he sent to the players. e results of the analysis indicate that the coach’s messages were characterized by dignity as well as by calling for unity and responsibility. ere were no messages relating to depreciation or exaggeration of the opponent’s team, there were no professional advice, threats or expressing negative emotions. e conclusion of this analysis implies explicit messages relevant for pedagogy, psychology, sports axiology, but also for technology of sports and football respectively.


INTRODUCTION
In modern literature, there is a relatively large number of studies dealing with the research of personality traits and characteristics of a quality sports coach.It is most o en stated that a coach should be moral, authoritative, well-educated, team player, communicative and competent, etc. (Galić, 2010;Oljača, 2001).Robinson (2010) stated that it is important for a coach to be good at planning and analytics or to be someone who is capable of creating and maintaining the "safe environment" suitable for training, growth and development of each individual.A coach is able to communicate e ectively with others, providing constructive feedback as well as motivated for continuous learning and development (Cris eld et al., 2003). is job description frequently includes unconditional love and acceptance as something that should be cherished and nurtured by coaches in their work with individuals, groups or entire teams.Showing concern about each individual athlete, i.e. player, showing interest in what is happening in their private lives makes and develops a sense of unity and acceptance by each team member within a team or group.Coaches should constantly learn and develop, i.e. their openness to learning is of utmost importance (Cassidy et al., 2004).In technological and educational sense, the job of a coach is a complex process which is lled with interactive learning.Furthermore, learning is a process of constructing mean-ings, i.e. a permanent social process where meanings are exchanged through one's one work and activities (Krnjaja, 2009).A coach is a person who is constantly learning through his interaction with others (players, associates, audience, supporters, etc.) thus changing both himself and his attitude towards the profession as well as contributing to the community where he lives.In this paper, the coach was considered a leader and a team player as well as an associate within a learning process who respects the characteristics and experiences of each individual and strives to achieve common goals.rough his partnership with many actors, based on respect and importance distribution, dialogue and construction of common meanings, a coach creates a team's common framework as well as the environment where each actor can learn, develop and improve.In addition to his education, upbringing and qualities gained through experience, each coach has his own implicit professional philosophy.Implicit professional philosophy indicates deeper and hidden motivational factors that de ne him as a coach.is eld is di cult for analysis in developing professional competences and it is also lled with beliefs and attitudes about oneself, one's own role, a team, a current situation and the team's future tasks as well.Practice has shown that exactly these beliefs of a coach directly a ect a team's functioning.e implicit professional philosophy of a coach could be observed as a set of moral beliefs and stances which shape his behaviour in di erent professional and life situations, whereby, di erent coaches have di erent implicit professional philosophies about their own role within a team, i.e. the reason for which they are engaged in coaching (Robinson, 2010).Coaches' implicit philosophies may also a ect the way they perceive individual players and associates as well as the nature of establishing their relationships.erefore it is important that, during the process of developing his professional competences, a coach should be aware of his own implicit philosophy and the fact that the process of professional development should be followed by analysis and changes in his own beliefs and attitudes.It is important that this process is continuous, i.e. before, during and a er speci c training and competitive activities.It is also important that a coach himself is aware of that his own beliefs and attitudes as well as his experience can in uence the pedagogical decisions he makes during his work.
Since the subject of this paper was the analysis of the motivational speech held by the coach before the deciding match, it is therefore important to point out the signi cance of the speech for the course of the match itself.Motivational speeches are those that inspire and increase the e cient work of the team itself, where we can distinguish three speech types (Vargas-Tonsing & Bartholomew, 2006): (i) speech of "control", (ii) strategy-oriented speech and (iii) emotional speech which is de ned by the authors as the one which motivates players most, since it includes strong emotions regarding possible success of a team.e speech content is of special importance since through it a coach can express his intimate and deep emotions in relation to the upcoming match as well as his huge desire that his team should play with con dence and pride (Leidl, D. & Frontiera, 2009).
ere is an insu cient number of scienti c records related to the study of what a successful coach is.e personality of every man is based on an orginal genetic structure.e characteristics of a person also depend on their life and sports experience, but also on the quality of their education, which constitutes thier personal and implicit philosophy.erefore, the aim of this paper was to collect more facts in order to determine the performance of the successful coach at the moment of a deciding sports event.By applying the discourse analysis as a method used in this paper, we tried to determine his attitudes, beliefs, emotions, etc. which are included in his professional dynamics and which, at the same time, make him special.
Discourse is recognized both as a source of knowledge and as a process during which verbal and non-verbal communication is analyzed in relation to a speci c context.Speech and context constitute a communicative situation.In other words, a text (speech) and a context represent a communicative unit, suitable for discourse analysis.By analyzing a speech or a dialogue (semantic and linguistic context), a researcher examines and searches for the meanings and values arising out of the content of the analysis (methodological context).us, he tries to identify and verify the implicit philosophy of the persons who take part in the communicative situation.
e aim of this paper was to analyze the communicative situation where the coach was addressing the players before the deciding match -the World Cup nals.Speci cally, we analyzed the speech held by Mr. Veljko Paunović, a coach of the national under-20 football team of the Republic of Serbia, before thenal U-20 FIFA World Cup match against the national team of Brazil.e match was played on 2015 FIFA U-20 World Cup in New Zealand, Auckland.In this match, Serbian U-20 national team won against Brazil 2:1.e reason for this analysis was the a rmation of the authors' scienti c and professional curiosity, incited by the practical issues and statements presented in the Serbian public, as follows: -the coach was most responsible for the success of the Serbia's U-20 national team.His motivational speech before the nal match le a lasting impression on the professional and general public; -the players pointed out the coach's leadership and his motivational speech before the nal match as a factor of importance for the match outcome.
In training practice, it is known that a match can be won (or lost) by winning the inner, mental game.It o en happens that a strong opponent loses a match against a potentially weak one (and vice versa) due to players' implicit beliefs.In addition, a coach's motivational speech before a match, according to the professionals as well as the players, signi cantly in uence the players during the competition itself.Coaches' motivational speeches before nals are quite diverse.
anks to modern technology and a growing need for highlighting the practice and behaviour models of the successful, these speeches have been recorded and analyzed nowadays.us, by searching the Internet, one can nd the blogs including "coaches' best motivational speeches".Only by listening to these speeches, it can be noticed that they di er in many factors.
ese di erences stem from the traits of a coach, i.e. his players, but also in relation to a competitive situation and the cultural values which are cherished in a given society.us, some recordings of motivational speeches abound with battle cries and battle music in their background.ere are also speeches which are, contrary to any sports values, full of e orts to humiliate the opponent.It seems that di erent motivational speeches t into cultural values, since the players have responded positively to the speech.erefore, one of the research questions may be whether a conclusion about the society the players come from may be drawn by analyzing a communicative context in sports.Certainly, it is possible to search for the answer to this question only when the athletes belong to the same cultural community.Unlike the heteroge-neity of professional teams, there is a pronounced homogeneity present in national teams.erefore, one of the research questions, which could be discussed, would be: which speech elements represent a good motivational incentive for Serbian football players?Finally, this research problem was pedagogically oriented.We tried to determine whether the motivational speech addressed to the young players included any educational contents and to what extent.

METHOD
e method used in this paper was discourse analysis.Discourse analysis is a research approach suitable for searching for the meaning of a text within a given context (Ber, 2001).As a type of pedagogical analysis it has been widely used since 1988, i.e. a er publishing the article on classroom discourse analysis by Courtney, a professor responsible for initiating a course of the same name at Harward Univeristy.Since then, it has had many methodological, semantic, linguistic, gnoseological, epistemological variations (Gee, 1996, Faircough 2003, Ber, 2001).Today it is considered one of the most recognized sociological and pedagogical qualitative analysis which leads to objective qualitative conclusions.
Methodological steps in the realization of discourse analysis were supplemented by the text analyses by applying two so ware programs.Voyant is the rst application for performing text analysis applied in this paper.e program is designed to indicate word frequency and links within a text as well as to identify distribution plots in the text.Another application used was LIWC (Linguistic Inquiry and Word Count so ware program, currently the best rated application for text analysis (Bjekic et al., 2012).e authors of this paper are aware of the current linguistic as well as methodological restrictions of the Serbian version of this so ware.erefore, the English version was applied.For the purpose of the analysis, Mr. Paunovic's speech was translated into English, analysed using the LIWC sofware and then the results were translated into Serbian and presented in tables.
e application of the LIWC so ware tool enables a quantitative analysis of the words used.Each single word is recognized by the program as a unit belonging to a particular category.Categories are necessary to determine the meaning of a word in relation to the context.e program itself contains about 4500 prede ned categories through which the entered text is compared and analysed.Since the program identi es grapheme composition of each word and registers it contextually, as a linguistic category, it can also determine a linguistic style of the speaker.rough the linguistic style, the program recognizes speech attributes and points out the basic dimensions of the analysed person's behaviour.For instance, the "Cooperation" dimension, distinguished in the so ware scheme, is in a negative correlation with the words that contextually re ect negative emotions.Extraversion correlates with the words that express positive emotions and which contextually indicate social processes.It is also associated with the overall word production by a person who, in a less formal language, using the pronouns in the second and third person plural, marks social awareness and engagement (Pennerbaker et al., 2003according to Bjekic et al., 2012).e "Conscientiousness" dimension positively correlates with using the pronouns in the second person plural as well as with positive emotions, etc. e application analyses the entered data in relation to the average common personal texts, messages (informal talks) and in relation to formal texts (public speeches, business correspondence, lectures, etc.).

RESULTS AND DISCUSSION
e motivational speech by the national coach Paunovic and the context where it was published has become public (and thereby available to the analysis) via modern media (http://mondo.rs/a806821/Sport/Fudbal/Veljko-Paunovic-sampionski-govor-pred-nale-Srbija-Brazil.html).We have presented it in its entirety: "All of us have to take a maturity test.A er all, our maturity is challenged today in the best and most beautiful way.It is our graduation day today, a football one.We are playing the World Cupnal match against the best opponent in the world.Against Brazil.And I want to tell you we need to enjoy today.ere should be no pressure, except our desire to win.It is the basic urge we were born for, that is why we play football.To enjoy and win, is that right?I want to tell you that no one should excell today.You have already done that.In what sense?Individually, ghting for your own reputation.All of you who are here today, everybody already knows about you.Top professional careeres are waiting for you.Today we need to play for the team.Today we need to be united, as we have been so far.And even more!Whoever our opponent is, we, guys, deserve it.is trophy (pointing to the photo).We, guys, are born for this, to win this trophy.Look at it closely, it should be ours.Anyway, we should only give our best.As we have been doing so far.Today, we need to seal a victory (hitting his st against his palm).Today is our graduation day! (another "seal" with a st).Today we are taking the nal exam, we are graduating today!We are going home with the gold!I want you all guys to stand up.I want you all to hug each other, as we did last time, please hug each other.And guys, I don't want you to pray now, I want you now to look each other in the eyes.Anyone who needs to keep their eyes closed, let them do it.And think about why we are worth it.What everyone of you has done in their life and why (pointing to the trophy in the photo).Who everyone of us is and who we want to win this for.Please hug each other, let us feel each other.Let's remain silent for a minute.To feel the unity.To look each other in the eyes and tell to each other that we are going to do it for each other.To do it for us, for all of us." e speech by Mr. Paunović lasted 2 minutes and 66 seconds.A total of 325 words was used.e context in which it was spoken was as follows: New Zealand, the team's last meeting before the nal match, a teams' meeting room.e coach was standing facing the players, with a screen behind him.
e context was analyzed at several levels.At the rst level it was divided into three meaningful units as follows: (1) Awareness (2) Task and (3) Calling for unity and uniqueness.
In methodological terms, the " Situation Awareness" (hereina er referred to: Situation) included the following parts of the text: " All of us have to take a maturity test.A er all, our maturity is challenged today in the best and most beautiful way.It's our graduation day today, a football one.We are playing the World Cup nal match against the best opponent in the world.With Brazil.And I want to tell you we need to enjoy today.ere should be no pressure, except our desire to win.It is the basic urge we were born for, that's why we play football.To enjoy and win, is that right?" e meaningful unit "Task" included the following parts of the text: "I want to tell you that no one should excell today.You have already done it.In what sense?Individually, ghting for your own reputation.All of you who are here today, everybody already knows about you.Top porfessional careers are waiting for you.Today we need to play for the team.Today we need to be united, as we have been so far.And even more!Whoever our opponent is, we, guys, deserve it.is trophy (pointing to the photo).We, guys, are born to win this trophy.Look at it closely, it should be ours.Anyway, we should only give our best.As we have been doing so far.Today we need to seal a victory (hitting his st against his palm).Today is our graduation day! (a new "seal" with the st).Today we are taking our nal exam, we are graduating today!We are going home with the gold!" e meaningful unit "Calling for unity and uniqueness" (hereina er referred to: Call) included the following parts of the text: "I want you all guys to stand up now.I want you to hug each other,as we did last time, I want all of us to hug each other.And, guys, I don't want you to pray now, I want you to look each other in the eyes.Anyone who needs to keep their eyes closed, let them do it.And think about why we are worth it.What everyone of you has done in their life to deserve this (pointing to the trophy in the photo).Who everyone of us is and who we want to win this trophy for.Please hug each other, let us feel each other.Let's remain silent for a minute.To feel the unity.To look each other in the eyes and tell to each other that we are going to do it for each other.To do it for us, for all of us." In the following step, the entire text as well as each individual unit were analyzed separately.
Based on the font size, the frequency of speci c words was visually assessed.By looking at the Figure 1, it can be observed that the text is dominated by the following words: to, today, enjoy, win, play, and pressure.ese words represent a backbone of the entire message.Generally, except for the word "pressure", all other words express positive messages and emotions addressed to the players.e links between the most frequent words in the entire text have been shown in Figure 2:  It is dominated by the words need, to, want, play, today.e particle to is central in grammatical term and it has no semantic meaning, since it links the expressions need, want, today and play.By analyzing the links within the text it can be noticed that the coach emphasized the value of the game itself, and not that of the victory or competition.He did not insisted on pressure.inking about the opponent is not preferred.ere are no threats, the seriousness of the situation is not emphasized.is speech analysis has become even clearer when verbal plots within the text are observed (Figure 3).As presented in Figure 3, the main message of the national coach to the U-20 national team was " I want, we need to, we want to enjoy, win today.ese, positively oriented discourse messages dominate the entire text as well.
e LIWC analysis also determined that the text di ers from common formal and personal messages (Table 1).e results of the LIWC analysis were translated into Serbian, and all the tables were adjusted to the speci c tasks of this analysis.e results indicate that Mr. Paunovic used a considerably higher number of social words (we, want, all, etc.), i.e. a considerably higher number of the words that contextually indicate positive emotions and a considerably small number of the words expressing negative emotions in relation to their mean values in personal and formal speech.
Starting from the model analysis of the Task unit, the analyses of the other two situations were performed.Collectively, all the three situations that were singled out and analyzed have been presented in Figure 4.In the rst discourse unit, the textual links were established between the words and compounds "Today, we have, enjoy, no (pressure)".e second unit was dominated by "Today, we need to, pass, anyway", and the third one included "Guys, today, I want, each other, all, everyone".
e comparative discourse analysis of all the three situations has been presented in the Table 2.Mr. Paunović used a greater number of social words ("we, us") than it is usual in personal and formal speeches.e largest number of such words has been registered in the second discourse unit, conditionally called the "Task".e text shows that the coach used these words when he talked about the future, arduous venture: "Today we need to play for the team.Today we need to be united, as we have been so far.And even more!Whoever our opponent is, we, guys, deserve this ... ".On the other hand, when speaking about what they have already achieved, he excluded himself and addressed only the players: "You have already done it.In what sense?Individually, ghting for your own reputation.All of you who are here today, everyone already knows about you.Top professional careers are waiting for you ... ". erefore, the coach did not take the credits for what they have already achieved, but shared the responsibility for what was yet to happen on the eld.It can be assumed that modesty in his expression was motivating to the players (they already know that they can achieve a lot), he gave them courage and con dence before the upcoming match (they are not alone, they are together with the coach) and pointed out the signi cance of the coach's role in the team.
Furthermore, Table 2 shows that his speech is dominated by positive emotions, which are signi cant for competitive anxiety.In the last discourse unit "Call" there were none of them included.According to the results of this analysis, the personality traits that can be indirectly identi ed from this speech by Mr. Paunovic are extroversion (correlating with positive emotions and contextually identi ed social processes), cooperation (more positive and less negative emotions), conscientiousness (correlating with positive emotions and the use of the pronouns in second person).
In summary, the analysis of the three discursive units singled out the twelve, in our opinion, most important messages, i.e. meaningful units that constitute a backbone of the motivational speech by the coach Paunovic addressing his young national team.
ey are the following: 1. Inviting the players to enjoy the game, without any pressure.needs to keep their eyes closed, let them do so.").12. Giving a promise to his team ("...To do it for each other ...").Generally, the messages are colored with positive emotions.e coach emphasized the beauty of the game and, in any way possible, tried to motivate the players and reduce the pressure before the nal match.e players' attention was focused on the team by his call for unity and uniqueness.During his speech he pointed out the goal, but also that he was assured that the goal can be achieved.

CONCLUSION
e aim of this analysis was double oriented: Firstly, the intention was to present the professional characteristics of a coach, i.e. the characteristics of a successful national coach and, by analyzing his motivational speech held before the nal game, to determine the words which, to a certain extant, contain messages that may be considered desirable in the Serbian cultural environment.In response, an interested reader may draw a conclusion about the characteristics of the general cultural milieu of the society in which the speech was assessed as successful.By analyzing the discourse of the coach Paunović's speech, some more facts and conclusions about it can be presented as follows: -the speech was clear, with precisely de ned goals, it was very motivating for the players; -the coach did not humiliate nor depreciate the opponent's national team; -there were no threats, pressures or negative emotions included in the speech; -the coach shared the merits for the results achieved at the previous stages of the FIFA U-20 World Cup with his players, he also shared the responsibiity for the future challenge with them, he emphasized the beauty of the game and the unity of the team, which makes the essence and de nition of sport; he did not refer to the technical part of the game and he did not address the individuals.Secondly, Mr. Paunovic's motivational speech which was addressed to the Serbia's U-20 national football team players in the nal match on FIFA U-20 World Cup (2015) was very important from the pedagogical point of view on the coaching profession.e coach showed his implicit philosophy based on which he has also gained his great authority.e coach Paunović has acted as a positive behaviour model to young people, through educating and motivating the players, but also to the general public, through the media.

Figure 1 :
Figure 1:e most frequent words in the speech by the national coach Paunovic (the result of the analysis performed by the Voyant so ware tool for text analysis)

Figure 2 .
Figure 2. e links within the analyzed speech by the coach Paunovic

Figure 3 .
Figure 3. e links within a verbal plot of the "Task" unit

1. Situation Awareness 2. Task 3 .Figure 4 .
Figure 4.A display of the links within the discourse units

Table 1 .
e text analysis of the speech by the coach Paunovic (LIWC so ware tool)