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81. Sport and Globalisation

1 Sport AND Globalisation ENTRY FOR: Sport AND DEVELOPMENT WEB-BASED PLATFORM, SWISS ACADEMY FOR DEVELOPMENT, SWITZERLAND Professor Joseph Maguire, Co-Director, Centre for Olympic Studies and Research Past-President, RC27/ISA, International Sociology of Sport Association School of Sport & Exercise Sciences Loughborough University Leicestershire LE11 3TU, UK P: +44 (0) 1509 223328 F: +44 (0) 1509 226301 E: W: 2 Sport AND Globalisation Modern Sport is bound up in a global network of interdependency chains that are marked by global flows and uneven power relations.

media-sport production complex projects images of individual sports labour migrants, leisure forms and specific cultural messages to large global audiences – consider the world-wide audience for the 2004 Athens Olympic Games. The power of this media sport complex has forced a range of sports to align themselves to this global model

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