Globalization, European media and African football

Globalization has contributed to a wider appreciation of African football, Charles Onyango Obbo argues in the Ugandan newspaper The Monitor. His example of the African Cup of Nations now being viewed more widely on European television screens suggests that global flows of people (what Appadurai referred to as ‘ethnoscapes’) and media content (Appadurai’s ‘mediascapes’) are closely linked. Although his take on free trade and the influence of globalization on African politics is somewhat too celebratory and uncritical, Obbo importantly points out that globalization has not meant that, – excuse the pun – the global playing field has become level, since it benefits individuals more than communities or nations.

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