Esto: Estelarizando a Horacio Casarín y el ingreso del dinero al lenguaje del fútbol
Abstract
En este trabajo analizo cómo el periódico deportivo Esto de 1941 a finales de 1945 comenzó a explorar y a narrar el profesionalismo futbolístico mexicano gestando a lo largo de estos cuatro años una matriz narrativa en la prensa periodística que giró en torno a dos líneas temáticas fundacionales: 1) la creación del texto de las mega-estrellas y 2) la fascinación narrativa entre la relación del futbol y el dinero. Exploro, específicamente, cómo Horacio Casarín, al que considero la primer mega-estrella del fútbol profesional mexicano, es de especial importancia para el Esto durante el inicio de la década del 40 al convertirse en las páginas del rotativo en una clara evidencia de lo que sería la visión editorial del periódico a lo largo de su historia, y fue, además, su primera estrella mimada y uno de los deportistas más retratados y celebrados de estos años. Y si bien, el estatus de Horacio Casarín dentro y fuera del campo no pasó desapercibido para el periódico, se debe a que del 41 al 45 la mediatización del dato de las estrellas, del ingreso económico de las entradas al estadio, y del intercambio económico generado por los futbolistas, comienza a registrarse en primera plana y poco a poco el Esto va destapando en sus notas diarias, y en sus titulares, su secreto a voces, la centralidad del dinero en el deporte. De tal manera, las páginas del Esto se convierten en un espacio privilegiado para entender el futbol de esa época al mostrar, por un lado, la destreza mediática y el desarrollo de la prensa deportiva en la década del 40, y, por otro lado, ejemplifica cómo sus formatos fundacionales continúan teniendo vigencia en la manera contemporánea de narrar el deporte. Sin duda, hoy día, el Esto es uno de los pocos periódicos que puede presumir de una continuidad inusitada en la historia del periodismo mexicano.
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