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Bell & Howell Information and Learning 300 North Zeeb Road, Ann Arbor, MI 48106-1346 USA 800-521-0600 Globalization and the Construction of Local Particularities: A Case Study of the Winnipeg Jets by Jay Christopher Scherer A Thesis Submitted to the CoIlege of Graduate Studies and Research through the School of Human Kinetics in Partial Fulfilment of the Requirements for the Degree of Master of Human Kinetics at the University of Windsor Windsor, Ontario, Canada 1999 O 1999 Jay Christopher Scherer National Library Biblioth&que nationale I*I ofCanada du Canada Acquisitions and Acquisitions et Bibliographic Services services bibliographiques 395 Wellington Street 395. rue Wdlingtcm Ot'tawaON K1A6N4 OnawaON K1AW Canada CaMda The author has granted a non- L'auteur a accorde melicence non exclusive licence allowing the exclusive pennettant a la National Library of Canada to Bibliotheque nationale du Canada de reproduce, loan, distribute or sell reproduire, preter, distribuer ou copies of this thesis in microform, vendre des copies de cette these sous paper or electronic formats. la forme de microfiche/£ilm, de reproduction sur papier ou sur format electronique. The author retains ownership of the L'auteur conserve la propriete du copyright in this thesis. Neither the droit d'auteur qui protege cette these. thesis nor substantial extracts fiom it Ni la these ni des extraits substantiels may be printed or otherwise de celle-ci ne doivent &e imprimes reproduced without the author's ou autrement reproduits sans son permission. autorisation. Abstract The processes of globalization exhibit the countertendency to foster local particularities (Harvey et al., 1996). This study sought to examine how local particularities and global identities were constructed and manipulated by specific power blocs in terms of the value of the Winnipeg Jets from 1972-1996. This question was divided into three sub-problems to assist the research process. The three sub-problems were: 1) What are the constructions of global identities and local pazticularities surrounding the value of the Winnipeg Jets corn 1972 to l996? 2) What individualdgroups promoted or discouraged the various constructions of global images and local particularities surrounding the importance of the Winnipeg Jets? 3) How did those individuals/groups promote or discourage such constructions? A qualitative methodology was developed to investigate these sub-problems. A comprehensive newspaper analysis of the Winnipeg Free Press fiorn 1972 to 1996 was initially undertaken. In addition, semi-structured interviews were conducted with individuals involved with the Save the Jets campaign fiom 1994-1995. A variety of local particularities and global identities were constructed by individuals/groups surrounding the value of the Jets. The promotion of a 'world class' urban identity and 'world class' cultural products in Winnipeg points to the legitimization of a global logic of capital accumulation. Team and civic boosters promoted the importance of the Jets to Winnipeg's local and global identity, and the importance of the Jets and NHL hockey to Canadian 'national identity'. Opponents to the use of public finds for the construction a new arena in Winnipeg challenged the constructions surrounding the importance of the Jets and a new arena to Winnipeg's local identity, as well as the importance of NHL hockey to Canadian 'national identity' . Opponents, however, only indirectly challenged the logic of global capital accumulation through their construction of alternative images of local and national identity independent of a global fhne of reference. Opponents challenged the constructions in a number of ways: they held meetings, produced propaganda and acts of political theatre, organized with other activist groups and made presentations at city hall. Boosters utilized a variety of methods to promote the various constructions surrounding the importance of the Jets. The local business elite mobilized and organized the Save the Jets campaign; the media covered the events and donated free advertising space; all three levels of government supported effoxts to save the team; and Jets' fans rallied and donated money to the campaign. The process of constructing urban identity, fiom the local to the dobal, including Canadian 'national identity' emerged site of ideological struggle. Y a as a Acknowledgments There are a number of people whom I need to thank for their help during this process. Thanks to the individuals who gave me the chance to speak with them about their involvement in the debates surrounding the Winnipeg Jets. Thanks to Jon Wider, Jerry Scherer, Jim Fields, Kathleen Hartford, and Gary Palmer for their help in contacting individuals to be interviewed. To Joelle Lewick, thanks for the use of her car in Winnipeg. Also, thank you to Jerry and Kathy Scherer for the use of their house and car for the duration of my time in Winnipeg and their support over the last six years. See you on the rink, Dad! Thanks to my committee--Jim Winter, Alan Metcalfe, John Corlett, and Vicky Paraschak. Thanks AJ for your help and important suggestions throughout the year. Tim, thanks for your advice and support. John, thanks for your time and many constructive comments. Thanks to all my fiends who have supported me over the last number of years and particularly throughout the process of writing this thesis-new fiiends in Windsor, old fiiends f?om the 'Western days7 (or is it daze?), and really old friends in Wipeg. Thank you Wc. Your support and encouragement with this thesis has been constant. Your impact on this thesis, however, does not compare to the affect you have had on the way I look at life. And lastly to my Mom, Kathleen Hartford, for the seemingly endless opportunities and support she has given me during my Mctime. Dedication This thesis is dedicated to my Grandfather, Jerry Hartford, who taught me much more than how to enjoy watching a good game of baseball-how were you always one step ahead of those commentators? Table of Contents ... Abstract .................................................................. 111 Acknowledgments .......................................................... v Dedication ............................................................... vi Table of Contents .......................................................... vii Chapter 1: Introduction ....................................................... 1 Reflections on Methodology ... .. ....................................... 10 Chapter 2 : Globalization, Global Identities. and Local Particularities .......... .......... 15 Globalization ........................................................ 15 Globalization Within the Sociology of Sport ................................. 18 Globalization and Hockey: The Changing MIL ............................. -25 Globalization and the Construction of Local Particularities ...................... 31 Local Particularities Within a Global Culture .......................... 31 National Identities Within a Global Culture ............................ 35 Canadian 'National Identity' Within a Global Culture .................... 36 The Discourse of 'World Class' Urban Global Identity ................... 42 Chapter 3: History ofthe Jets ................................................. 54 LifeintheWHA ..................................................... 54 The Turbulence of Small Markets ........................................ -61 TheChanging1990's .................................................. 65 MEC's Arena Controversy and Business Plan ............................... 77 The Involvement of Gerry Gray .......................................... 81 MEC. the NHL and Barry Shenkarow ..................................... 82 -Asper .......................................................... 88 Personal Differences and the Private Ownership Structure ......................92 Spirit's Business Plan ................................................. -95 Chapter 4: Constructing the Importance of the Wuvripeg Jets: From the Global to the Local ..................................... -99 Local Particularities ................................-................. 101 Constructions of Entertainment Value and Personal Identity .............. 101 The Construction of Community and Urban Identity ...................