Not playing around: global capitalism,modern sport and consumer culture

Abstract The development of modern sport is bound up with processes of economic and cultural transformation associated with the global diffusion of capitalist forms of consumption. In this article I draw attention to aspects of the globalization of modern sport that were becoming apparent towards the close of the nineteenth century and then move on to consider the factors that contributed to sport becoming a truly global phenomenon in the course of the twentieth century. Consideration is given to the development of international sport and sports goods companies, the growth in media interest and the increasing significance of sponsorship, consumer culture and sporting celebrities. The global diffusion of modern sport that gathered momentum in the course of the twentieth century involved a number of networked elements, including transnational communications media and commercial corporations for which sport, especially through the iconic figure of the transnational celebrity sport star, constitutes a universally appealing globally networked cultural form. Association with sport events and sporting figures through global broadcasting, sponsorship and endorsement arrangements offers commercial corporations unique access to global consumer culture.     

Yellow bodies,black sweat: Yao Ming,Ichiro Suzuki,and global sport

This article focuses on the relationship between Asian and Black athletes, global multiculturalism, and sport internationalism. Ichiro Suzuki and Yao Ming represent in clear ways the figuration of the Asian male body as both cultural phenomena and transnational commodity. This article describes the marked turn from the Asian male body as an unattractive representative for marketing commodity exchanges to an imported spectacle reproducing National Basketball Association and Major League Baseball transnational capital. However, it does not simply offer a conventional study of the political economy involved in the global expansion of popular sports. Rather, it attempts to illustrate how Asian men in US sports presuppose and indeed attempt to produce Asian masculinity through inverting the bodily emasculation of Asian American men. Throughout this article, I detail the ways in which popular sports has been racialized as a “Black” space of colonial fantasy and fears, and how Asian male athletes break down the fixity of this raciological thinking. The Black male body came to dominate celebrity and hero worship, an identificatory process that Norman Mailer once coined as “the white negro” or to use a famous slogan from a popular sports drink: Everyone wants to “Be Like Mike.” This article describes the ‘fetishization” of the Black male body and how representations of Ichiro and Yao subvert the fixity of Afro-Asian racial hierarchy.     

Normative Bridges and Barriers in the Framing of Emerging Sports Movements

Abstract

Why have some small, emerging sports communities grown faster than others? To begin answering this question, the analysis presented here considers the case of disc golf, a flying disc sport that has grown rapidly since the early twenty-first century. This research conceptualizes the disc golf community as a new social movement and examines how the news media has influenced its development. Drawing on a large, diverse sample of local and national news materials, this study finds that the volume of disc golf news coverage is correlated with reliable measures of the sport’s growth. In addition, a content analysis of 2920 newspaper articles is used to identify the news frames that may promote, or attenuate disc golf’s “grow the sport movement.” The theoretical and methodological contributions of this study shed further light on the complex relationship between the news media and the evolution of small, non-normative sports movements.     

Internationalism and Sport in the Making of Nations

It has been suggested that nationalism is becoming obsolete as a result of globalization and that the role of sports in the making of nations is weakening. Global sport has presented fundamental challenges to local and national sport, but it has also created the opportunity for sport to be more international. The role of sport in terms of reconciliation is rarely mentioned within contemporary discussions of global sport, power, and culture; the same is true for sports' contribution to the process of anti-globalization. This article begins to address both of these issues while at the same time questioning the simplicity of framing contemporary sport purely in global or local terms, which for this author at least is deemed to be a false choice.     

LIFTING THE SPIRITS OF THE NATION: BRITISH BOXERS AND THE EMERGENCE OF THE NATIONAL SPORTING HERO AT THE TIME OF THE NAPOLEONIC WARS

In September 2003 a leading British broadsheet Sunday newspaper ran a leader headed “This Sporting Life” and “Cheers for two heroes of our time,” in which it acknowledged the ability of two current, young sporting heroes to “inspire hope” and “to lift the spirits of the nation.” Nearly 200 years ago, Tom Cribb, a pugilist, was similarly described as a “hero” and his exploits were described as having “national” significance after he had defeated a black pugilist from the United States. This essay uses contemporary sources to examine the life of Tom Cribb and the public response to him, and asks whether he was the first British national sporting hero and what characteristics he may share with modern sporting heroes. The National Sporting Hero (NSH) does not necessarily come from the same ethnic group that makes him a hero, but once acquired, the status is likely to last well beyond the normal sporting career and may last for life. A NSH will have had success against a formidable opponent and provoked feelings in the general public that develop from interest to admiration, pride, gratitude, and eventually affection and will also garner public recognition beyond those who normally follow sport and a willingness of the public to overlook personal flaws. This supports Richard Holt's view that unlike heroes from other spheres whose genius makes them appear “special creatures,” sporting heroes are seen to be “more like us.” Perhaps they give us hope and lift our spirits because we see in them ourselves, not perhaps as we are, but as we would like to be.     

Olympic and world sport: making transnational society?

This paper introduces the special issue of the British Journal of Sociology on the subject of the transnational aspects of Olympic and world sport. The special issue is underpinned by the perspective that because sport provides a space for the forging of transnational connections and global consciousness, it is increasingly significant within contemporary processes of globalization and the making of transnational society. In this article, we examine in turn eight social scientific themes or problems that are prominent within the special issue: globalization, glocalization, neo-liberal ideologies and policies, transnational society, securitization, global civil society, transnational/global public sphere, and fantasy/imagination. We conclude by highlighting five 'circles' of future research inquiry within world sport that should be explored by social scientists.     

Responding to Empire: Liberal Nationalism and Imperial Decline in Scotland and Québec1

Abstract This article emphasises the role of empire in explaining the emergence of “liberal nationalism” in Scotland and Québec in the early twentieth century. That period witnessed a relative decline in the British Empire's geopolitical standing. In response British governments implemented policies which sought to redress its decline. The article focuses on three policies – the South African War, tariff reform and imperial defence – and the response of the Young Scots' Society and the self‐ascribed Nationalistes. Both groups espoused a “liberal nationalism”. Yet their liberal nationalism was expressed differently: emphasis was placed on “liberal” in Scotland, and on “nationalism” in Québec, reflecting contrasting relationships with empire.     

NEW RULES TO THE OLD GAME: CUBAN SPORT AND STATE LEGITIMACY IN THE POST-SOVIET ERA

After the collapse of the socialist states of Eastern Europe and the Soviet Union, the Cuban state faced its greatest crisis. How the state managed to maintain sufficient legitimacy in light of the growing economic hardships and class restructuring Cuban society underwent in these initial post-Soviet years remains somewhat mysterious. A crucial element of the legitimating discourse of the Cuban state, domestically and internationally, has been the relative success of its sports teams in international competition. As symbols of the strength of the state and one of the few remaining “successes” of the Revolution, Cuban sports performances remain vital symbolic capital for current and future administrations. The problem that state officials continue to face is how to transform that symbolic capital into economic capital without sacrificing ideological principles. Drawing on ethnographic fieldwork conducted in Havana during the late 1990s and on interviews with sports officials, athletes, and coaches since then, this article examines Cuban officials' efforts to transform Cuban sport from a modern, centralized bureaucratic institution to a revenue generating industry within the neoliberal, capitalist, competitive, and post-Soviet world. In particular, I concentrate on the strategies pursued by Cuban sports officials in their efforts to maintain world-class sporting excellence and the ramifications of the emergence of Cuban sport as an export industry to provide a small suggestion of how legitimacy of the state was maintained and what the future of Cuban sport may hold.     

The grobal in the sporting glocal

Abstract This article provides a counterpoint to analyses of contemporary sport culture that falsely polarize the global and the local, in a manner that tends to privilege, and indeed romanticize, expressions of the sporting local. Rather than treating them as mutually exclusive categories, this discussion seeks to further the understanding of the constitutive interdependence linking the (sporting) global and the (sporting) local. In looking to further the understanding of the contemporary sporting landscape, we offer an alternative approach that reinscribes the influence of the global in shaping structures, practices, and experiences of the sporting local. The processual and empirical continuum through which we conceptualize globalization is bounded by grobalization (the imperialistic ambitions of nations, corporations, organizations, and the like and their desire, indeed need, to impose themselves on various geographic areas) and glocalization (the interpenetration of the global and the local, resulting in unique outcomes in different geographic areas): the grobal and the glocal. We discuss four sport scenarios, and illustrate the manner in which they exhibit – in varying inflections and to varying intensities – the necessary, but never guaranteed, interpenetrative relationship between the grobal and the glocal. This is achieved by both problematizing the very possibility of the sporting local within conditions of intensive and extensive globalization (leading to the concept of the glocal), and simultaneously explicating the importance of the global (through the concept of the grobal) to the structure and experience of everyday sport cultures.     

Narratives of "Home" and "Homeland": The Symbolic Construction and Appropriation of the Sudeten German Heimat

Sport is an important arena for the construction, maintenance, and challenging of identities. This article aims to explore, using a figurational sociological perspective, the complex inter-relationship between sport, culture, and national identity with particular reference to rugby union in Ireland. The theoretical framework for the analysis of national identity put forward here seeks to make sense of national identity by considering a series of key "processual" social dynamics to shed light and raise questions on the dynamic double-bind between sport and national identity. A case study of rugby union in Ireland since 1945 is employed here to demonstrate how various sources of evidence can be "triangulated" to help unravel the relationship between rugby union and a specific "nation." Rugby union (as a global team sport now with a recognised and established World Cup) is arguably the most significant sporting arena whereby the imagined community of Ireland can become "real." This temporary union of two politically distinct nations through sport provides an interesting context for the researcher of national identity. This context will be explored by considering "official" historical accounts of Irish rugby, British media portraits of Irish rugby union, and the views of contemporary international Irish rugby players.     

The global footballer and the local war‐zone: George Weah and transnational networks in Liberia,West Africa

Abstract Elite sport is the vehicle for global interactions via both its shared practices and the relations engendered by its governing bodies and its global tournaments. This capability has attracted the attentions of those seeking both nation‐building and reconciliation in war‐damaged nations. The narrative that follows has global implications, telling as it does the story of George Weah, a Liberian‐born footballer who became a humanitarian ambassador, and later aspired to become his country's president. Weah's story informs debates on globalization, illustrating the transnational career of a man who developed a keen understanding of institutional politics and patronage and who allowed himself to be courted by various global figures. These scenarios took place in Liberia, a war‐devastated African nation. This tale thus provides for reflection on how sport can encourage and undermine practises of nationhood. As a former World Footballer of the Year, Weah was a Liberian success story and well aware of his populist appeal. However, the issue of who a people are and who is to be their national political representative has proven to be a very fraught issue in the Liberian context. Whether global sporting networks have made the world smaller and the people more knowing in the Liberian context is an issue this article raises in considering its most famous citizen.     

‘The Sunshine of Manly Sports and Pastimes’: Sport and the Integration of Jewish Refugees in Britain, 1895–1914

In the late nineteenth and early twentieth century, Jewish refugees arriving in Great Britain were exposed to an ‘anglicisation’ campaign designed to aid their integration into British society and their assimilation of British character traits and cultural values. Within this campaign, especially the element focusing on the children of the migrants, interest and participation in sport was consciously ‘transferred’ through the medium of youth and sporting organisations in order to help in their ‘anglicisation’. This essaywill show how physical recreation was promoted by the English Jewish establishment and how participation in sport amongst young Jews grew.     

The potential for international and transnational public service advertising in public spaces in American and Chinese global cities: Conclusions from a 2010 survey of advertisements in subways in Beijing,New York,Shanghai and Washington,DC

Can we construct transnational or international public service advertising to counterbalance the proliferation of transnational commercial advertising? As an important first step in exploring the possibility of such an application of shared media public diplomacy among nations, this paper describes a complete survey of commercial and public service advertisements collected from the public spaces of subway systems in American and Chinese cities in 2010 – New York, Washington, DC, Shanghai and Beijing – to reveal the range of themes of commercial and public service ads in these spaces. The study reveals first that analogous commercial and public service ads are ubiquitous in the public spaces of both Chinese and American cities. Second, many of the themes that might appear in international or transnational public service ads are already being portrayed in ads created by local or national governments or NGOs, although these themes are portrayed in ads created by different sets of actors in China and in the US: government actors and a few international NGOs in Chinese cities, and governments, corporations and non-profit organizations in the case of American cities. Finally, the survey reveals that in all four cities there are many commercial advertisements that appeal to the identity of a transnational consumer, but that there are almost no public service ads that appeal to the identity of a transnational citizen: merely local or national ones who can solve such public problems as global warming, education, and health issues.     

Taiwanese Immigrant Entrepreneurs in Canada and Transnational Social Space

This article explores the migration of Taiwanese immigrant entrepreneurs to Canada and their transnationalism. Their presence in Canada is documented and described with statistical data on their demographic characteristics, human capital, and economic capital. An assessment of their transnationalism is provided by primary qualitative data gathered through in‐depth interviews. Overall, the review of the literature on Taiwanese migration to various countries, and their transnationalism, indicates that research has primarily been conducted in Australia and the United States, while it remained understudied in Canada. The article makes a case for contextualizing Taiwanese entrepreneurial migration in terms of a global immigration marketplace and the specific business migration programmes in Australia, United States, and Canada. Further, the article argues for the appropriateness of conceptualizing these Taiwanese entrepreneurs as operating within the theoretical framework of transnational social space. The findings on transnational social space include the importance of transnational familial networks, transnational business circuits, and transmigration. Transnational familial networks constitute a form of “capital” as the dispersal is a “resource”. The transnational business circuits include three types: (1) Asian production‐North American distribution; (2) retail chains; and (3) import‐export, all spatially distributed with their multiple national sites. In selected areas of the presentation and discussion of the data the policy implications of the findings are explored. These include discussion of the implications of this transnationalism on Canadian policies such as immigration, multiculturalism, business development, international trade, economic development, and citizenship. There is clearly a lack of harmonization among migration policy and other social and economic policies in Canada. While Canadian multiculturalism policy facilitates transnationalism, Canadian citizenship policy is shown to conflict with and discourage transnational practices.     

Northern Crises

Abstract

Using feminist disability studies and intersectionality, this article draws upon the ongoing resource extractions in Labrador, Canada to argue for examining local communities and relationships as one way to understand gender and global social, economic and environmental crises. The article explores how crises in Labrador have been constituted and maintained around global agendas of economic and resource development, historical and current colonial practices and a limited and constrained international relations with local Indigenous nations. The lives of women and their communities in Labrador illustrate one wave of a global crisis that extinguishes diversity and connection to the land in a race to extract natural resources, maintain global military power and gain profit in the global economy. The actions over the past thirty years by NATO and the Canadian federal, provincial and municipal governments, coupled with transnational mining corporations such as Vale, have “normalized” crisis in the communities and reduced the capacity of these communities and Indigenous nations to respond to the issues arising as a result of the Muskrat Falls hydroelectric development project. Yet the women and their communities illustrate their agency and reject an analysis of them exclusively as victims. Together with researchers and activists, the women in Labrador have built a community of practice in the Feminist Northern Network.     

Trends in Latin American Skilled Migration: “Brain Drain” or “Brain Exchange”?

During the last half of the twentieth century the Latin American sub‐continent, historically a region of immigration, became one of emigration characterized by intra‐regional movements and movements towards the developed world, particularly the US. The emigration of highly skilled resources was a new phenomenon in the 1960s and debate on “brain drain” took a significant place in academia and in international organizations. In recent years, within the context of intensification of the globalization process and by virtue of the drive for technological development and the subsequent demand for specialization, the issue has returned to both the arena of political debate and to the academic world. This article presents an analysis of trends in Latin American migration in the context of the new situation. It discusses whether there is a continuation of the “brain drain” phenomenon or the emergence of a trend towards “brain exchange” or “brain circulation”, as appears to be occurring in other parts of the world.     

Contradictions and crises of neoliberal–imperial globalization and the political opportunity structures for the Global Justice Movements

The Global Justice Movements emerged in the context of the contradictions and crisis of neoliberal–imperial globalization and the critique of it. They therefore express and provide a basis for the politicization of the negative consequences of post-Fordism and its crisis. This article examines the structural changes of the last 30 years from a Gramscian perspective of neoliberal globalization as a “passive revolution” and as the deepening of a “imperial mode of living” at a global scale. It is argued that examining structural changes helps us to understand why protest and social movements re-emerged around the year 2000. The article discusses some central features of the Global Justice Movements by focusing on the international Attac movement and the recent Occupy movement.     

Sport and the Basques: Constructed and Contested Identities, 1876–1936

This article explores relationships between sport and the construction and expression of collective identities in the Basque Country of northern Spain. It focuses on the period between the restoration to the Bourbon monarchy in 1876 and the outbreak of the Spanish Civil War sixty years later, which was transitional in economic, social and political terms, with pockets of rapid industrialization and the rise of Basque nationalism. It identifies three kinds of relevant sporting cultures: the traditional, local and popular; the adaptive traditional which embraced the new worlds of commercialised leisure; and the imported codified sports, whether elite or commercial, from lawn tennis to football. A key conclusion is that, here as perhaps elsewhere, the new sporting cultures did more to divide the Basques than to unite them.     

Formulating Japan’s UNSCR 1325 national action plan and forgetting the “comfort women”

ABSTRACT

In September 2015, the Japanese government announced its first national action plan (NAP) to implement UN Security Council Resolution 1325, just ten days after forcefully legislating controversial security bills that would effectively lift the constitutional restrictions on overseas exercise of military force. Why did the conservative administration embrace Resolution 1325 while propelling militarization? This paper examines the formulation process of Japan’s NAP, focusing on gendered struggle over remilitarization and war memory, especially that of the “comfort women,” or Japanese imperial military sexual slavery during World War II. I will examine how post–Cold War remilitarization in Japan was closely intertwined with the struggle over war memory and the gender order of the nation, and how the conservative administration embraced international gender equality norms in an attempt to identify itself as a powerful liberal democracy engaged in maintaining the international security order, and to erase the memory of imperial military sexual violence in the past. By doing so, I attempt to critically reconsider the framework of the UN Women, Peace and Security agenda, which constructs powerful developed nations “not in conflict” as innocent supporters of women in conflict zones.     

Negotiating the “Global” within the Global Playscapes of Mount Everest*

Within the anthropology of tourism, “tourist” and “local” are often used to conceptualize social relations constitutive of international tourism, where “First World” mobile subjects visit stationary “Third World” “Others.” Globalization, as both discourse and condition, is changing the contours and conceptualizations of tourist spaces. In this paper, I show how “the global” is negotiated by different subjects, and how recreational mountain climbers from Nepal negotiate their identities as “locals” as well as global, mobile, travel subjects within “the global playscapes” of Himalayan mountaineering. I suggest that the question of who can be a tourist within a globalizing world should be closely examined.