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.
|Number of pages||12|
|Journal||Third World Quarterly|
|Publication status||Published - 1 Sept 2004|