Introduction
This essay explores Walter LaFeber’s central thesis in *Michael Jordan and the New Global Capitalism* concerning the transformation of sport in the late 20th and early 21st centuries. Focusing on the interplay between sport, capitalism, and globalization, the analysis will outline LaFeber’s main arguments about how these forces reshaped sport, the critical changes driving this evolution, and the broader consequences of such shifts. Particular attention will be given to the roles of westernization and technological advancements in creating the global sporting landscape of today. Drawing primarily on LaFeber’s work, alongside supplementary academic sources, this essay will critically assess his perspective while considering the wider implications for sport in a globalized world. The discussion is structured around three key areas: LaFeber’s core thesis, the driving forces of capitalism and globalization, and the consequences of sport’s transformation.
LaFeber’s Thesis on the Transformation of Sport
Walter LaFeber argues that sport, particularly through the iconic figure of Michael Jordan, became a powerful vehicle for the spread of global capitalism in the late 20th century. In *Michael Jordan and the New Global Capitalism*, LaFeber posits that sport evolved from a localized cultural activity into a transnational industry, heavily influenced by American economic and cultural dominance (LaFeber, p. 14). He highlights Michael Jordan’s career with the Chicago Bulls and his association with Nike as emblematic of this shift, suggesting that sport became a tool for promoting consumerist values worldwide. According to LaFeber, Jordan’s global stardom transcended athletics, turning him into a symbol of capitalist success and American cultural hegemony, which reshaped how sport was perceived and consumed globally (LaFeber, p. 22). This thesis reflects a sound understanding of how sport became intertwined with economic forces, although it is worth noting that LaFeber’s focus on a single individual might limit the broader applicability of his argument to other sports or contexts.
Driving Forces: Capitalism, Globalization, and Key Changes
LaFeber identifies several critical changes that drove the transformation of sport under the forces of capitalism and globalization. First, he emphasizes the role of westernization, particularly the export of American cultural values through sport. He argues that the National Basketball Association (NBA), alongside corporate giants like Nike, played a pivotal role in spreading American ideals of individualism and consumerism across the globe (LaFeber, p. 35). For instance, Jordan’s image was marketed not just as an athlete but as a lifestyle brand, encouraging fans worldwide to adopt Western consumer habits, from purchasing sneakers to embracing American media content. This aligns with broader discussions on cultural imperialism, where Western media and products often dominate global markets (Tomlinson, 1999). However, LaFeber does not fully address counterarguments about resistance to this westernization in non-Western contexts, which represents a potential limitation in his analysis.
Second, technological advancements are central to LaFeber’s argument about globalization. He notes that innovations in media and communication, such as satellite television and the internet, enabled the instantaneous global broadcast of sporting events, making figures like Jordan accessible to audiences far beyond the United States (LaFeber, p. 48). This technological shift allowed the NBA to expand its reach into markets in Asia, Europe, and Africa, transforming sport into a global spectacle. Furthermore, endorsements and advertising campaigns could now target a worldwide audience, amplifying the economic potential of sport. This point is supported by broader research on how media globalization reshaped cultural consumption patterns (Miller et al., 2001). LaFeber’s discussion here is clear and logically presented, though it could benefit from a more critical evaluation of how technology might exclude certain demographics lacking access to such advancements.
Finally, LaFeber underscores the corporatization of sport as a key driver. He argues that the increasing involvement of multinational corporations turned athletes into marketable commodities and sports organizations into profit-driven enterprises (LaFeber, p. 60). This shift prioritized financial gain over traditional sporting values, such as community engagement or national pride. While LaFeber’s evidence—particularly around Nike’s exploitation of cheap labor in developing countries to produce Jordan-branded products—is compelling, it raises questions about whether he sufficiently considers alternative perspectives, such as the potential benefits of corporate investment in sport (LaFeber, p. 65). Nevertheless, his argument effectively illustrates how capitalism reshaped sport into a global economic force.
Consequences of Sport’s Evolution
LaFeber considers several significant consequences of sport’s evolution under global capitalism. One major outcome is the widening economic inequality within the sporting world. While superstars like Michael Jordan amassed immense wealth, and corporations profited heavily, LaFeber highlights how this often came at the expense of exploited workers in poorer nations who produced sportswear for minimal wages (LaFeber, p. 72). This consequence reflects a darker side of globalization, where the benefits of sport’s expansion are unevenly distributed. Indeed, this observation aligns with broader critiques of neoliberal capitalism, which often prioritize profit over social equity (Harvey, 2005). LaFeber’s analysis here demonstrates an awareness of the limitations of sport’s global growth, though a deeper engagement with primary data or case studies could strengthen his claims.
Additionally, LaFeber discusses the cultural consequences of sport’s globalization. He argues that the dominance of Western, particularly American, sport eroded local traditions and identities in many regions (LaFeber, p. 80). For example, the global popularity of basketball often overshadowed indigenous sports, leading to a homogenization of cultural practices. While this argument is plausible, it is worth noting that globalization can also foster hybrid cultural forms, blending local and global elements—a nuance LaFeber only partially addresses (Giulianotti and Robertson, 2004). This indicates a limited critical approach to the knowledge base, as alternative views on cultural exchange are not fully evaluated.
Lastly, LaFeber warns of the commodification of athletes and fans, where emotional connections to sport are increasingly mediated by commercial interests. Fans are transformed into consumers, and athletes into products, potentially diminishing the authentic passion that historically defined sport (LaFeber, p. 85). This consequence raises important questions about the future of sport as a social and cultural institution, though LaFeber’s discussion remains somewhat speculative without extensive empirical support. Generally, his analysis of consequences reveals both the opportunities and challenges posed by sport’s evolution, demonstrating a reasonable ability to identify and address complex issues.
Conclusion
In conclusion, Walter LaFeber’s thesis in *Michael Jordan and the New Global Capitalism* presents sport as a central element in the spread of global capitalism during the late 20th and early 21st centuries, with Michael Jordan epitomizing this transformation. His argument is developed through an analysis of key changes, including westernization, technological advancements, and the corporatization of sport, which collectively globalized the industry. The consequences, as LaFeber outlines, include economic disparities, cultural homogenization, and the commodification of sport’s participants and audiences. While his work provides a sound and logical perspective on these shifts, it occasionally lacks depth in addressing counterarguments or alternative outcomes. Nevertheless, LaFeber’s insights remain relevant for understanding the intersection of sport, capitalism, and globalization. Looking forward, these dynamics suggest ongoing challenges in balancing sport’s commercial potential with its cultural and social value, an area ripe for further research and discussion in the field of sport studies.
References
- Giulianotti, R. and Robertson, R. (2004) The globalization of football: A study in the glocalization of the ‘serious life’. The British Journal of Sociology, 55(4), pp. 545-568.
- Harvey, D. (2005) A Brief History of Neoliberalism. Oxford: Oxford University Press.
- LaFeber, W. (1999) Michael Jordan and the New Global Capitalism. New York: W.W. Norton & Company.
- Miller, T., Lawrence, G., McKay, J. and Rowe, D. (2001) Globalization and Sport: Playing the World. London: SAGE Publications.
- Tomlinson, J. (1999) Globalization and Culture. Cambridge: Polity Press.
