Article Analysis Essay on the Globalization of Football: A Study in the Glocalization of the 'Serious Life'

Summary

The above-titled article was published in, in the year 2004 Volume 55 Issue 4 of The British Journal of Sociology (BJS). Giulianotti & Robertson (2004) essentially look at football trends, examining the beautiful game using its growing popularity around the world "since the late nineteenth century" to show how much the sport has helped achieved globalization. The authors employ Robertson's theory on Globalization as their methods to examine the socio-cultural and political atmosphere of football and potential for unifying people. Glocalization is the modification of a world phenomenon, practice or culture to fit the needs, lifestyle and attitudes of a particular society. In the case of this article, the world phenomenon is football.

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The need for the study is justified because research in "the major sociological analysts of global change have passed over football as a relevant object of study." The major players in social change, globalization and the attitudes of football being a global sport are Trans National Corporations (TNCs) such as apparel and kit makers/ designers (Nike, Adidas); big football clubs; world football governing body FIFA; football clubs and others. Supposedly, football clubs tend to be "ethnocentric", appealing to people' sense of belonging.

Reflection and Connection

A lot has changed since 2003 September, when the publication of the article was done in the world of football and much in general. Americans have in the past considered "soccer" as a second-tier game not quite at par with football, baseball or basketball (American sports); but that trend is changing. America's Major League Soccer (MLS) is enjoying a growing number of fans thanks to attractions of football stars such as Wayne Rooney, David Villa and Zlatan Ibrahimovich. In my opinion, this shows a changing culture both with the Trans National Corporations (TNCs); club owners, sponsors, affiliates and so on, the fans themselves and most importantly the players.

The article mentions the fact that football brings in a lot of money, in 2001 it was estimated that the global game brought in "PS250 billion, equivalent to the Netherlands' GDP". That is a lot of financial muscle, even for 2001 estimates. With all this money circulating in football, Giulianotti & Robertson (2004) are right in terming it a "serious life"Football as a sport has grown much more. The likes of Wayne Rooney and Ibrahimovich make outrageous sums of money part due to their talent and global football icon status. Social change, glocalization and dynamics of socio-cultural attitudes (prejudice, bias and discrimination), can hence be countered positively using football as a driver, a vehicle for change.

Although Giulianotti & Robertson (2004) are quick to point out that TNCs are in part inspired by the surety of making a lot of profit via investing in football, they also help contribute to the particular club's culture and global appeal. The Trans National Corporations (TNCS), FIFA, global fans and other stakeholders are united in what Robertson (1990) calls the "universalism-particularism nexus" where a specific socio-cultural aspect (in this case football clubs) appeals globally. The theory explains why an American living in New York might support Manchester United, a club in England. In football, the diversity of people, background, race, economic status, religious beliefs and creeds are meaningless. Football fans are united in the support for a football club.

Giulianotti & Robertson (2004) identify the enormous role played by "mass media and telecommunication" in broadcasting and glocalizing football. Even back in 2003, television was the most reliable way of watching a live game played thousands of miles away. Football, with particular attention to the World Cup, has a way of making all else cease to matter for a while. When the world cup is broadcast, people are less focused on their problems. In the case of national teams, different groups and even rival gangs have a gentleman's agreement, to cease all hostilities until the event is over. Rival drug gangs in South America and Asia have been known to enjoy peace during World Cup periods.

Today, technology now includes the internet which is much more accessible world over by the day. In 2018, the World Cup was broadcast, the excitement, especially during the final game between France and Croatia, was there to be seen. In my observations, football and sports, in general, are more fun when people watch together. Football, being the most watched sport, it seems is now an agent of socialization, much like schools. Unlike other agents of socialization such as schools though, from a football fan's perspective, the experience is much more enjoyable.

Nevertheless sports television networks use the internet a lot to broadcast; for example, sports broadcasters like SkySports and ESPN have websites where subscribers can stream games

Concerning world governance of football, the authors make a point that democracy and liberalism should be employed. FIFA, being the recipient of so many finances through football broadcasting, is nonetheless full of scandals, lack of transparency and corruption. Giulianotti & Robertson (2004) propose that FIFA should style itself up more like a Non-Governmental Organization (NGO) to foster more cutting edge social change, glocalization and democracy. Giulianotti & Robertson (2004) also concede that football has several challenges in being termed a "serious life" such as the fact that the game is predominantly played and watched by men. Hence, there is a gender stereotype attached to football. Despite that, "Women's football is the world's fastest growing sport, providing an intriguing and counter-intuitive manifestation of genderless involvement" (Giulianotti & Robertson, 2004). Women's football could, therefore, help reduce the gender stereotypes concerning football.

Conclusion

The authors note that football has massive potential to effect social change and glocalization. Trans-National Corporations (TNCs) and FIFA have a significant role to play. The reason I chose this article was that we can use it to gauge developments in football. The transfer market has exploded, players are now worth hundreds of millions. With technology and mass media, fans are up to date to everything that happens. Reforms in FIFA governance are still a problem though. However, football has now garnered more attention and deserves to be called a "serious life."

References

Giulianotti, R., & Robertson, R. (2004). The globalization of football: a study in the glocalization of the 'serious life'. The British journal of sociology, 55(4), 545-568.