David Andrews’ (1999) article “Whither the NBA, Whither America?” discusses the growth of the NBA both in the US and abroad, as well as the social implications of that expansion. Andrews (1999) explains that through aggressive marketing of the NBA as an American sport, the league’s popularity is exploding, and a large fanbase is being established in foreign markets. In this, the NBA has saved itself from a fate of obscurity that seemed inevitable in the 1970s.
This expansion into other markets is certainly not something that the only the NBA has done- the MLB, NFL and NHL all feature special games overseas and have their games broadcast internationally- however, the NBA may be the most successful league in its execution. According to Andrews (1999), international revenues account for $500 million every year, and I am sure that number has risen in the years since this article was written. The influence of the league continues to grow, to the point where players such as Michael Jordan and Kobe Bryant are not just American celebrities, but global superstars.
Of course, this expansion has led to a growth of globalization of American culture. While certainly this may increase American goodwill internationally, some may see it as a threat to individual cultures across the globe. Clearly, the NBA is not the only agent of globalization of American culture- I recall hearing a story once in a political science class that told about a little boy from Japan visiting New York City with his mother. He was shocked by how foreign everything was and couldn’t seem to find his bearings. However, as soon as he saw a McDonald’s, he turned to his mother and said, “Look mom, they have Japanese food here!”
This story illustrates how pervasive globalization can be. As successful as the NBA has been recently, one has to wonder if that growth can continue. Andrews (1999) talks of other cultures’ weariness of “creeping Otherness (p. 508),” and a backlash that may come from locals against what they see as invasive forces, something that has been seen throughout history. The question must be asked whether people in other countries may eventually tire of the NBA as “Japanese food,” in favor of something more distinctive to their own culture.
Interesting anacedote about the Japanese boy believing McDonalds was Japanese food.
ReplyDeleteI think your last paragraph analyzes the most important aspects of Andrews' article. Andrews tended took at the NBA from an American persective, i.e. that its spread into the international marketplace was good for the American based league. However, Andrews' article did not think about globalization from the other perspective.
Perphaps, the best example of the United Staes being influenced by the rest of the world is the growth of soccer in the last 10 years. Over the last years due to satelitte televison it is possible to watch live European Soccer matches on even basic cable packages. Furthermore, when European clubs comes to the United States, they have no problem selling out American stadiums.
Lastly, I know you are a big hockey fan. One interesting idea I've heard thrown around but could never see it happening, is expanding the NHL into major European cities. Some people believe this is the future because European cities such as Prague, Moscow, and Stockholm would provide economic centers that are filled with hockey lovers.
As our world and economy becomes more interconnected, it will be interesting see its effects on the sports world. Will the NBA be seen as an American League who has more fans in China or will soccer remain a "foreign sport" that somehow has more fans in America than many other sports.
Like Scott, I too liked the McDonald's story:-) It reminds me of something that William Rhoden said today on "The Sports Reporters." He recalled that someone in one of his classes asked who the first white player was in the NBA. Interestingly, although Andrews tells of how the NBA has taken "Americanization" into other countries, he is not from the U.S. himself. He did write his dissertation and many articles about Michael Jordan, but he is from England. Perhaps that is why he was familiar with how the NBA is celebrated in Great Britain.
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