Abstract
The global mass media, with its expanding array of global networks and affiliations, has often been posited as a potential threat to local, national, or indigenous traditions, language, and culture. Yet, while media has certainly done much to erode cultural – as well as economic and political – boundaries, in this paper we suggest that the continues to remain a significant factor in determining global media's scope and reach. In particular, by examining an instance of local resistance to influential media conglomerate News Corporation within realm of Australian rugby league, we aim to demonstrate how domestic politics, histories, and traditions still play key, often predominant roles, in shaping local culture and identity. However, we also suggest that, just as they can be mobilised as a means of expressing, and enacting, anti-global, anti-corporate resistance, local sporting forms and practices are nonetheless increasingly constituted through workings of global corporate strategising.
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