1. Introduction Football, originating in England, after hundred years of conversion, has been disseminated to almost every corner of the world. Until 2006, 211 countries and region affiliate with Federation Internationale de Football Association (FIFA, 2007). Thus, its universality and prevalence enable football as an approach to interpret globalization. Comprehending what is an identity is the first step towards studying the outcome of globalization towards local identity. Barker (1999) defined identity as a question of how one-self and others regard one-self. Smith (2001) further induced that identity is an array of reproduction and reconstruction of values, symbols, memories, and traditions, as well as the endorsement to the culture. Besides,
…show more content…
Foer (2004) classify football globalization into three phases. In the 1950s, the internationalization of competitions signifies the first phase, with the prelude of the UEFA Champions League in 1955-1956. The second phase was the integration of human resource. From 1960s, professional clubs, with a view to lifting their supremacy, began to recruit outstanding players from other part of the world, further advancing football globalization. Foer emphasized colonial connection is the bedrock to conscriptions of players. Around 1990s, multinational flow of investment and commercialization of football are viewed as the commence of the third phase. Giulianotti (2002) deemed hypercommodification and disorganized capitalism is the basic operational strategy of modern football. Influx of capital, marketization of clubs and leagues, symbolization and commodification of sport elements, these are the illustrations of both commercialization of football and features of modern …show more content…
The traditional local identity has been eroded on the contest, since contest is a supreme carrier of nations/regions, glory of nations/regions is the predominant motivation and target. On the contrary, the identity of teams and players no longer belong to a unique nation/region, the indigenous sacred motivation is disintegrated by economy (Giulianotti, 2002). With global media as foundation, global market as dependence and commercialization as exhibition, football globalization intensifies the peril. Media furnishes global audience with informational content and images of the world through which people seek to make sense of sports in distant places. Even local media, no longer restrict in broadcast of local events, instead have a myriad of choice. Barker (1999) supposed when media, a component of identity, lose trace of locality, transforming to globality, audiences’ local identity spontaneously diminish. Meanwhile, more oversea company denote with sport elements, such as request a sport star as an endorser of a brand, with the aid of charisma of sport to pursuit profit maximization. Under the circumstance, multinational endorsement of fans germinates. Passion and fanaticism towards sports no longer come from nation/region, and have logic for personal adoration. This occurrence is more significant in less developed countries in
Foer (2004) classify football globalization into three phases. In the 1950s, the internationalization of competitions signifies the first phase, with the prelude of the UEFA Champions League in 1955-1956. The second phase was the integration of human resource. From 1960s, professional clubs, with a view to lifting their supremacy, began to recruit outstanding players from other part of the world, further advancing football globalization. Foer emphasized colonial connection is the bedrock to conscriptions of players. Around 1990s, multinational flow of investment and commercialization of football are viewed as the commence of the third phase. Giulianotti (2002) deemed hypercommodification and disorganized capitalism is the basic operational strategy of modern football. Influx of capital, marketization of clubs and leagues, symbolization and commodification of sport elements, these are the illustrations of both commercialization of football and features of modern …show more content…
The traditional local identity has been eroded on the contest, since contest is a supreme carrier of nations/regions, glory of nations/regions is the predominant motivation and target. On the contrary, the identity of teams and players no longer belong to a unique nation/region, the indigenous sacred motivation is disintegrated by economy (Giulianotti, 2002). With global media as foundation, global market as dependence and commercialization as exhibition, football globalization intensifies the peril. Media furnishes global audience with informational content and images of the world through which people seek to make sense of sports in distant places. Even local media, no longer restrict in broadcast of local events, instead have a myriad of choice. Barker (1999) supposed when media, a component of identity, lose trace of locality, transforming to globality, audiences’ local identity spontaneously diminish. Meanwhile, more oversea company denote with sport elements, such as request a sport star as an endorser of a brand, with the aid of charisma of sport to pursuit profit maximization. Under the circumstance, multinational endorsement of fans germinates. Passion and fanaticism towards sports no longer come from nation/region, and have logic for personal adoration. This occurrence is more significant in less developed countries in