Sport as a globalization machine-1

It is possible to say that sport contributes to globalisation on many aspects. Under this topic, i will try to explain the contribution of sport, which has a stronger impact than universal interests such as music and cinema, to globalisation in three parts: general structure, quantity and competition. If i define globalisation roughly as the valid formation of a material and non-material single culture, sport, music and cinema can be seen as the most important elements of this culture. Nonetheless, sport is generally one step forward than music and cinema. Following are the justifications of this situation.

General Structure

At the beginning of the 1900s, when the sporting events started to be organized, sport was designed in such a way that it was cut out for the aims of globalisation. Thanks to the huge sport organizations, the products and ideas of globalisation that were tried to be imposed on societies can be transferred easily. The main reason of this easy transfer is that sport has a much more universal structure than music and cinema. This claim can be defended in this way: When it comes to sport, cultural differences disappear. Even though it is tried to form a commonsense with the help of popular culture, the habit of going to the cinema or the taste of music still differs from society to society. However, popular sport branches like football and basketball are played in the same way everywhere. Two different people who sit in front of the screen, whatever their religion, socio-economic position or cultural values and norms are, can watch the same match and share the same joy.

The advantage that sport holds to serve globalisation is not only restricted with the situation we have given above. Sport organizations are in such a structure that all the steps of it are held for the benefit of globalisation.

* In 2015, the American Football League Final (Super Bowl) created an economy of $20 billion from food to technology in just one night., Super Bowl, which is behind soccer, cricket and the Olympic Games in terms of the number of spectators, outdid its opponents in regard to the economic effect it created. In the USA, the final match heated up the retailing sector from technology to food. It was announced that at that night 1.2 billion chicken wings were consumed and 12.5 million pizzas were ordered.

Let’s think about an Asian firm which aims to enter the American market and make a name. Can it get a better advertisement chance than this, by which it will reach a lot of people in a very short time?

Moreover, the advertisement which you have given in such an organisation will be far more effective than the one that is on the billboards in a bus stop. This is because the subconscious effect of an event that the people watch with full adrenaline and very carefully is deeper than the moment in a bus stop.

This is not only an economic bounded event. An idea or a perception which globalisation wants to make effective around the world can easily be transferred to people. In an organisation like the World Cup which everyone watches by using all the opportunities provided by sport, very effective propagandas can be launched. Today, whenever we talk about sport, we also mention economy and the media. This connection both enhances the effect of globalisation and increases the approachability via sport.

I will open up the titles of competition and quantity in the second part of the article.



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