全球化时代的中国篮球:治理、市场与文化:governance, market and culture

　　《Globalization and Basketball in China:Governance，Market and Culture》：　　In answer to Shor and Galily‘s（ 2012） call， this study attempts to use grobal-ization/glocalization theory to examine the various manifestations of the grobal-glocal interaction between the NBA and Chinese basketball. The considerations of this study also rest on the implications of Ritzer’s（ 2007b:18） grobalization/glocal-ization theory， which makes possible an examination of this process of the global-ization of basketball from a variety of perspectives， in contrast to Robertson‘s （ 1995） glocalization theory which focuses more on the cultural aspects. The abili-ty to inquire the case of the NBA in China beyond the cultural is extremely impor-tant for this study， since a preliminary literature review suggests that discussion of the capitalistic dimension of the NBA is both needed and worthwhile. It is also hoped that the approach adopted will help avoid the shortcoming observed by An-drews and Ritzer（ 2007:136） in some contemporary sport studies， which6’falsely polarize the global and the local， in a manner that tends to privilege， and indeed romanticize， expressions of the sporting local“.　　According to Ritzer（ 2007b: 18） ， the ideas of grobalization and glocalization can be used to analyse not only the cultural realm but also the economic， politi-cal， and institutional realms.First，in the realm of culture， he suggests that grob-alization can be seen as a form of transitional expansion of common codes and practices， whereas glocalization involves the interaction， and the implosion of man-y global and local cultural inputs to create a kind of“pastiche”， or a blend， lead-ing to a variety of cultural hybrids.　　Second，he argues that with grobalization， economic factors tend to emphasize their growing importance and homogenizing effect throughout the world.Global-ization is generally seen as the spread of the neoliberal market economy through-out the many different regions of the world. Glocalization also exists at the mar-gins of the global economy. Globalization is then seen in the interaction of the global market with local markets， which leads to the creation of unique glocal mar-kets that integrate the demands of the global market with the realities of the localmarket（ Ritzer， 2007b: 19） .　　Third， Ritzer（2007b: 19-20） argues that grobalization in the political domain is focused on the worldwide spread of models of the nation-state and the emer-gence of isomorphic forms of governance throughout the globe; in other words， the growth of a more or less single model of govemance around the world. Clocaliza-tion in the political domain， on the other hand， tends to be associated with an in-tensification of nationalism and is therefore apt to lead to greater political hetero-geneity throughout the world. This interaction of govemance models at the local level may produce unique， glocal political formations that integrate elements of both the former and the latter.　　With the employment of Ritzer‘s ideas to examine the multiple manifestations of sport globalization， it becomes clear the NBA is an agent of the converging gro-bal power which brings about universality， uniformity， and homogeneity， while Chinese basketball（ in the form of its officials and participants） represents the di-verging glocal power which brings about particularity， dissimilarity， and heteroge-neity. On this basis， the research questions for this study are set out as:　　How has the NBA universalized its govemance model in China， and howhas Chinese basketball adapted and particularized this paradigm? 　　……