Reward and alienation in the age of cyberspace
It is slowly being realised that the extraordinary integration of sport with global
capitalism and its transparent dependence upon commercial sponsorship is
alienating to local communities, as supporters of many professional sporting
teams can attest. As with supporters fighting to protect their teams and spectating
spaces, new possibilities of electronic communication are enabling campaigns of
resistance and challenge, such as the international campaign against Nike’s
production practices. Examples of e-petitions and informative websites provide
powerful tools that have forced responses from corporations such as Nike, and
organisations such as the NFL in the USA. Regardless of whether such
technology allows for the possibility of democratising power, the Internet has
provided a feeling of excitement about individual capability and what new
technology can offer for enhancing communication between disparate groups
and individuals. The cyber-community is thriving and makes possible connections
in sport that previously did not exist. However, the spread of Internet
technologies is highly uneven and serves to reinforce differences between
developed and developing countries and segments of populations within countries.