Reading New Zealand Within The New Global Order: Sport and the Visualisation of National Identity

Abstract

Globalization has emerged as one of the most controversial and debated issues of our times. In particular the potential impact of global products and processes on political, economic and cultural life in all of the world’s ‘global villages’ has met with a range of responses from celebration to condemnation. This essay examines the relationship between globalization and national identity with respect the phenomenon of corporate nationalism. Focusing on New Zealand, the analysis provides a preliminary examination of how global and local corporations appropriate dominant cultural themes, moments and stereotypes as part of their advertising and marketing campaigns. Such strategies enable corporations to localize and establish a sense of loyalty amongst citizens and consumers. Overall, the paper highlights the implications of the corporatization of contemporary life with respect to local, national and indigenous cultures.