American Football and the Global Mediatization of Rugby Union: Geopolitical Rules and Materiality

Abstract

When the triad of Organizations, Artefacts and Practices is combined with the focus on rules and regulations, it is fruitfully developed through the analysis of the evolving infrastructures and subcultural configurations of sports. This chapter proposes that the Americanization and mediatization of global sports has been very influential, particularly in Australia. That inflection reflects the consequences of WWII and the Cold War role of the USA. It was in Australia that media entrepreneurs foresaw profitable rewards from sports such as cricket, Australian Rules Football, Rugby League and even that honour-bound amateur game: Rugby Union. The new formation of Rugby Union can even been linked with the organizing and learning of Fifth Generation Warfare. Whereas the organization, rules and regulations of American football have not been transformed to any large extent, what has been transformed is its role as the accepted frame of reference for the mediatization of ‘sportization’ and the stupendous growth in material advertising at the front line for spectators at matches and especially on television.