Title: Globalisation, diversity and changes to practice and identity in Japanese university rowing clubs

Authors: Brent McDonald

Addresses: School of Human Movement Recreation and Performance, Victoria University, Footscray, P.O. Box 14428, Melbourne, VIC 8001, Australia

Abstract: Sport has undergone major changes due to the influence of globalisation. In the context of Japanese sport the influences of globalisation has created tension between the old position of sport for social integration and the new, market-oriented position (Yamashita, 2006). Whilst tracing some of the globalising influences on professional sport this paper examines how such influences effect identity and practice at a |grass-roots| level. In examining sport from the |old school| educational perspective, this paper explores identity and practice at a university men|s rowing club. Based on responses and observations the paper finds that, whilst superficially there has been an increase in diversity, practice and identity at this level of sport has remained relatively unchanged.

Keywords: globalisation; diversity; identity; universities; rowing clubs; Japan; social integration; sport marketing; sport management.

DOI: 10.1504/IJSMM.2007.011395

International Journal of Sport Management and Marketing, 2007 Vol.2 No.1/2, pp.134 - 145

Published online: 30 Nov 2006 *

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