Glocalisation of Sport: The NBA's Diffusion in China.

This paper aims to examine the process of the National Basketball Association's (NBA) glocalisation in China. By analysing its two contextualising phases: the reach – globalising the American basketball commodities in Chinese territory, and the response – reinventing tradition and reconstructing modernity of Chinese sport, the authors argue that the presence of the NBA in China has greatly remoulded the previous norms of Chinese basketball and sport culture. However, the NBA has not resulted in homogenisation of Chinese basketball, as local resistance from the Chinese Basketball Association has correspondently risen. [ABSTRACT FROM PUBLISHER]