Abstract
This study tries to understand South Korean sport through the lens of media globalization. It explains what happened when Chan Ho Park gained fame in the Major League Baseball and how the Korean media sport market has changed since then. Due to the oligopolistic media market structure in Korea, and opportunistic behaviour, the sports media industry in Korea was not ready for media globalization and, consequently, the industry has seen indications of its marginalization in the global media market.
| Original language | English |
|---|---|
| Pages (from-to) | 484-498 |
| Number of pages | 15 |
| Journal | International Journal of the History of Sport |
| Volume | 32 |
| Issue number | 3 |
| DOIs | |
| State | Published - 11 Feb 2015 |
Keywords
- Major League Baseball
- Media globalization
- Media imperialism in sport
- Media sport
- South Korean sport
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