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81. Sport and Globalisation - International Platform on Sport and ...

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evident. Yet, there is a political ec<strong>on</strong>omy at work in the producti<strong>on</strong> <str<strong>on</strong>g>and</str<strong>on</strong>g> c<strong>on</strong>sumpti<strong>on</strong><br />

of global sport/ leisure products that can lead to the relative ascendancy of a narrow<br />

selecti<strong>on</strong> of capitalist <str<strong>on</strong>g>and</str<strong>on</strong>g> Western sport cultures. Global sport processes can therefore<br />

be understood in terms of the attempts by more established white, male groups to<br />

c<strong>on</strong>trol <str<strong>on</strong>g>and</str<strong>on</strong>g> regulate access to global flows <str<strong>on</strong>g>and</str<strong>on</strong>g> also in terms of how indigenous<br />

peoples both resist these processes <str<strong>on</strong>g>and</str<strong>on</strong>g> recycle their own cultural products. We are<br />

currently witnessing the homogenisati<strong>on</strong> of specific body cultures – through<br />

achievement sports, the Olympic movement <str<strong>on</strong>g>and</str<strong>on</strong>g> sports science programmes - <str<strong>on</strong>g>and</str<strong>on</strong>g><br />

simultaneously the increase in the diversity of ‘sports’/body cultures.<br />

It is possible, however, to overstate the extent to which the West has<br />

triumphed in terms of global sports structures, organisati<strong>on</strong>s, ideologies <str<strong>on</strong>g>and</str<strong>on</strong>g><br />

performances. N<strong>on</strong>- Western cultures, as noted, resist <str<strong>on</strong>g>and</str<strong>on</strong>g> reinterpret Western sports<br />

<str<strong>on</strong>g>and</str<strong>on</strong>g> maintain, foster <str<strong>on</strong>g>and</str<strong>on</strong>g> promote, <strong>on</strong> a global scale, their own indigenous recreati<strong>on</strong>al<br />

pursuits (eg., Kabbadi). Clearly, the speed, scale <str<strong>on</strong>g>and</str<strong>on</strong>g> volume of sports development is<br />

interwoven with the broader global flows of people, technology, finance, images <str<strong>on</strong>g>and</str<strong>on</strong>g><br />

ideologies that are c<strong>on</strong>trolled by the West, <str<strong>on</strong>g>and</str<strong>on</strong>g> by Western men. In the l<strong>on</strong>ger term,<br />

however, it is possible to detect signs that the disjunctures, <str<strong>on</strong>g>and</str<strong>on</strong>g> n<strong>on</strong>–isomorphic<br />

patterns, that characterise global processes are also leading to the diminuti<strong>on</strong> of<br />

Western power in a variety of c<strong>on</strong>texts. <str<strong>on</strong>g>Sport</str<strong>on</strong>g> may be no excepti<strong>on</strong>.<br />

Professor Joseph Maguire, Ph.D<br />

Co-Director, Centre for Olympic Studies <str<strong>on</strong>g>and</str<strong>on</strong>g> Research<br />

Past-President, RC27/ISA, <str<strong>on</strong>g>Internati<strong>on</strong>al</str<strong>on</strong>g> Sociology of <str<strong>on</strong>g>Sport</str<strong>on</strong>g> Associati<strong>on</strong><br />

School of <str<strong>on</strong>g>Sport</str<strong>on</strong>g> & Exercise Sciences<br />

Loughborough University<br />

10

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