During the past three decades sport has assumed an ever greater
role within the globalisation process and in the regeneration of national,
regional and local identities in the postcolonial and global age. With much of
global culture displayed by the media, events, particularly significant sporting
ones such as the Olympic Games or the soccer World Cup, have become highly
sought after commodities as developed countries, and increasingly some leading
developing countries, move towards event-driven economies. In the process,
however, many countries are left behind without the necessary infrastructure or
visibility to compete successfully. Furthermore, the process of displaying a
culture in the lead-up to an event and during the event itself has had to focus
on ready-made markets, thus reinforcing stereotypes about a place and its
people. This paper discusses the paradoxes and inequalities brought on by the
sport–media–tourism complex that drives the emphasis on global sporting
events.
During the past three decades sport has assumed an ever greater
role within the globalisation process and in the regeneration of national,
regional and local identities in the postcolonial and global age. With much of
global culture displayed by the media, events, particularly significant sporting
ones such as the Olympic Games or the soccer World Cup, have become highly
sought after commodities as developed countries, and increasingly some leading
developing countries, move towards event-driven economies. In the process,
however, many countries are left behind without the necessary infrastructure or
visibility to compete successfully. Furthermore, the process of displaying a
culture in the lead-up to an event and during the event itself has had to focus
on ready-made markets, thus reinforcing stereotypes about a place and its
people. This paper discusses the paradoxes and inequalities brought on by the
sport–media–tourism complex that drives the emphasis on global sporting
events.
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