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Commercialisation and Globalisation

Americanisation and globalisation theory

  • 3 things to know
  • Components 1 and 2

Overview

Americanisation of British sport, Giddens's definition of globalisation, sport and global culture, Cashmore's three levels, global competitions, satellite communications, the sporting goods market and the drawbacks of Americanisation.

What you need to know

Answer each one before you reveal it.

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Key term

What is sport's global culture, what are Cashmore's three levels, and which competitions show it?

Key term

Why is globalisation linked to Americanisation, and what are the effects on sport and culture?

Key term

What is meant by the Americanisation of sport?

Questions from this subtopic

Each one with the model answer underneath.

  1. 1

    What is meant by the Americanisation of sport?

    Model answer

    Americanisation is the spread of American sporting styles and business models worldwide. Features include franchises, spectacle and heavy marketing.

  2. 2

    How has Americanisation changed British sport?

    Model answer

    Some sports added cheerleaders, music, team nicknames and entertainment shows. Twenty20 cricket adopted many American-style features.

  3. 3

    How did Giddens define globalisation?

    Model answer

    Giddens described globalisation as the intensifying of worldwide social relations. Events in one place are shaped by events far away, and the reverse.

  4. 4

    How does Giddens's definition apply to sport?

    Model answer

    Sporting events in one country are watched and followed around the world. A result in one country can affect markets and fans elsewhere.

  5. 5

    What is meant by sport and global culture?

    Model answer

    Sport is part of a shared global culture of stars, brands and events. Fans across the world follow the same teams and competitions.

  6. 6

    What are Cashmore's three levels of globalisation in sport?

    Model answer

    Cashmore's levels are global sporting competitions, satellite communications and the growth of the sporting goods market.

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