Suchergebnisse

This article examines the corporate re-imagining of 'the nation' by focusing on the representation of Japanese school sporting culture, bukatsu, through Nike advertising in Japan. Bukatsu serves an important site for the analysis of cultural globalization because it is located not only at the global–local nexus but also at the intersection of Japanese traditional principles, youth culture and sporting practice. Using a multiple-method approach including contextual and textual analyses, along with interviews with advertising personnel, the article reveals that values, experiences and identities of the local cultural intermediaries play a key role in reflexive, yet subjective, incorporation of bukatsu lifestyle within a television commercial in Japan. Thus, it is argued that the subjectivity and reflexivity of the local cultural intermediaries need to be considered as key constituents for representation of national identity within the discourse of corporate nationalism. Overall, the article highlights the complex, interdependent and reflexive relationship between the global and the local by examining links between the 'glocal' advertising representation and Japanese sporting identity within the 'circuit of culture' (du Gay et al., 1997).

Sports mega-events, like the Rugby World Cup, are often considered as a major platform for the celebration and reinforcement of nationalism. However, there is an emerging strand of research which contends that the host nations are increasingly presenting themselves with diverse, inclusive and cosmopolitan characteristics and, in turn, forms of nationalism have undergone some noticeable changes in more recent times. In this paper, we pursue an argument that Japan as the host of the 2019 Rugby World Cup projected the nation with a cosmopolitan outlook ultimately to sustain or even strengthen national interest and identity through the process of 'cosmopolitan nationalism'. Methodologically, the research deployed critical discourse analysis to examine media representations of Japan as the host nation in general, and its national team in particular, within one of the leading Japanese newspapers as well as a range of other publicly available resources and materials in relation to the Rugby World Cup. In result, the study reveals the ways in which the discourse of 'One Team', embracement of foreignness and incidents of international exchanges during the event were mobilised to generate 'thin' cosmopolitan moments and, at the same time, were incorporated into the narratives of Japan's success on the world stage through conditional acceptance of foreignness and diversity. Consequently, this paper offers both a theoretical underpinning for and empirical evidence of the emerging linkage between sports mega-events and cosmopolitan nationalism.

This book is the first comprehensive collection focusing on the hosting of sports mega-events within Asia and their impact on the politics, economics, and culture that shape, and are shaped by, the local idiosyncrasies of host cities and countries across this most culturally diverse continent. From the Olympic Games and single sport World Cups, to the Asian Games and their sub-regional variations, an increasing number of Asian countries have rapidly developed their capacity to host and mobilize large-scale sports events as a cornerstone of their economic growth, national identity formation, and international prestige. This book sets out to fill a gap in the literature and will be of particular relevance to those who are interested in globalization, sports studies, political economy, cultural studies, event management and policy, sociology, media studies, and Asian studies. Koji Kobayashi is Associate Professor in the Center for Glocal Strategy at Otaru University of Commerce, Japan, and Adjunct Senior Lecturer at Lincoln University, New Zealand. John Horne is Visiting Professor in the Graduate School of Sport Sciences, Waseda University, Tokyo, Japan. Younghan Cho is Professor of Korean Studies at the Graduate School of International and Area Studies at Hankuk University of Foreign Studies. Jung Woo Lee is Programme Director of M.Sc. Sport Policy, Management and International Development, Research Director of the Scottish Centre for Olympic Research and Education, and Lecturer in Sport and Leisure Policy at the University of Edinburgh, UK. .