Media globalization, authoritarian policy and sport
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Media globalization has transformed traditional sport into a global media sport industry. To understand the revolutionary changes in sport, a new paradigm based on media globalization is now required. However, without proper understanding of global environment South Korean sport is struggling for adjustment. Two independent but related studies addressed both external issue, media globalization, and internal issue, the authoritarian sport policy of South Korean sport. Exploring the myth of Chan Ho Park, this qualitative case study reveals how global capital penetrates into local media market exploiting sport nationalism. The results display imperialistic practices. Lopsided content flow and revenue flow between the United States and South Korean sport industries constitute legitimate discourse of media imperialism in sport. Although the need for reform is recognized, the authoritarian sport policy and the pressure to win in international competition deter South Korean sport from applying a new paradigm for the reform. Applying critical ethnography and qualitative interviews, the study makes the strong argument that the South Korean power elite who have established the current state sport system now ignore the issue because they think sport reform might hurt the performance level.
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