Global Media Sport: Flows, Forms and Futures
Rowe, David. "From West to East – and Back Again." Global Media Sport: Flows, Forms and Futures. London: Bloomsbury Academic, 2011. 89–114. Globalizing Sport Studies. Bloomsbury Collections. Web. 30 Sep. 2021. <http://dx.doi.org/10.5040/9781849661577.ch-005>. Downloaded from Bloomsbury Collections, www.bloomsburycollections.com, 30 September 2021, 09:02 UTC. Copyright © David Rowe 2011. You may share this work for non-commercial purposes only, provided you give attribution to the copyright holder and the publisher, and provide a link to the Creative Commons licence. 5 From West to East – and Back Again Sport beyond nations? When considering global media sport, it is crucial to consider the nature and balance of its fl ows around the world. As indicated in various places in this book, it is banal and misleading to talk about ‘the global’ as if it were evenly spread and without histories, origins and destinations. Nations are not irrelevant to sport and media – only a brief glance at locational variations in the popularity and prominence of various sports, and the involvement of national governments in it, quickly disabuses the analyst of that misconception – but not all nations command equal power over the production and circulation of sport. The institution of sport, its practices and protocols emerged, as argued in Chapter 2, in the West, as did the fi rst major media institutions capable of transmitting the images and sounds of sport across the globe. Therefore, there is a close historical relationship between the development of global sport and Western imperialism and colonialism still evident in the twenty-fi rst century, but as is also apparent, control over the fl ows of media and sport is not all one way, and just as there is something of a shift in geopolitical economic power towards Asia, this trend is also registering in sport and its mediation.
[Show full text]