2005년 7월 26일부터 28일까지 대만 타이페이에서 열린 IAMCR(International Association of Media and Communication Research) Conference에서 발표한 논문입니다.
이하는 2002 월드켭을 사례로 해서 한국과 잉글랜드의 스포츠 세계화에 대해서 연구한 논문의 초록입니다.

The Globalisation of Sport in England and Korea

Sokho Choe
(Professor, Seoul School of Technologies and Sciences
Director, Leisure & Cultural Studies Centre)

Introduction – globalisation and sport

Sport increasingly involves corporate capital, management and media on a global level under globalisation process of high modern society. The sport mega-events are broadcasting and marketing at a same time through diverse media. The national types of resistance to the global dissemination of spectator sport are growing as the globalisation process goes. These can be termed as the globalisation of sport.
In terms of the globalisation of sport, there are several problems awaiting solution. What is the impact of globalisation on sport? How is it possible to make sense of the global patterning of sport? In what ways have national sport resisted the standardising-levelling effects of globalisation?

The globalisation of World Cup

It is producing enthusiasm for football and one global market for football talent. Global reaching media and the explosion of global marketing has made football a global game. The globalisation of World Cup seems to be forging a convergence in playing style, in much the same way that it has homogenised popular culture. However the result was completely the opposite. During 2002 World Cup, the new thing in playing style was brought by Korean national football squad. It can be look forward to seeing another style of playing created by other team.

Global Media and World Cup

Under simple modernity, the national publics can get the access to World Cup through commercial and state-based broadcasting stations. The balance between state-based and commercially-based TV stations has begun to shift away towards commercial television by the globalisation process under the global modernity. Those systems have enabled commercial TV to make profits by processes of intensification of products and markets and processes of extensification to a wide audience. As a result, sport comes to us via the global media rather than from the ritualised spaces. In this context, the impacts of media on World Cup is the commercialisation and economic dominance of sport by western, especially American economic power. But it’s not ended here. The global media have to face the local resistances of national football squad supporters.

World Cup and national identity

Sport is seen as acting as anchor of meaning at a time when national cultures and identities are experiencing the effects of time-space distanciation under global modernity. Take England, for one example; however superficially, English sporting success restores a symbolic sense of stability. In contrast, losing to former colonies compounds the general sense of dislocation. Because the defeats on the playing field is accepted as a representation of the nation’s decline.

Conclusion - The dialectic of dominance and resistance

Globalisation introduces new forms of order, control and mechanism of regulation with leisure practice including spectator sport. Social integration takes place through the principle of pleasure seeking which comes to be worldwide via global media. But people are not cultural dupe but resistors. However dominance and resistance are being produced by the globalisation of sport.