Jay Scherer’s research while affiliated with University of Alberta and other places

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Publications (32)

Big Stadium, Small City: A Catalyst for Turbulence and Governance Reforms
  • Article
  • Full-text available

May 2019

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326 Reads

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4 Citations

Urban Policy and Research

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Jay Scherer

New sport stadia are always contentious projects but in small cities, the stakes may be proportionally higher. This study analyses the turbulence generated by a stadium’s approval and financing in Dunedin, New Zealand (2004-2017).It analyses: 1) the city’s deferment of advice and fundraising to a charitable trust, 2) the financing apparatus that used council-owned companies (COCs) to obfuscate costs, and 3) the resultant consequences including legal proceedings, COC reforms and company failures. It is suggested that the porousness of governance arrangements invited scrutiny of the links between the city and its COCs, and by extension induced a temporary halt to the softening public-private boundary.

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Sport, Symbolic Capital and Monopoly Rents: The Cultural Politics of the New Zealand All Blacks

July 2014

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12 Reads

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Jay SCHERER

In their bid to globalise, transnational corporations (TNC’s) utilize a diverse range of strategies and synergies in order to insert into, and locate within, local/national cultures. Amongst their strategies TNC’s invest in a range of powerful and innovative advertising, marketing and promotional campaigns. However, the pressure to attract consumer attention and to distinguish brands has lead to a compulsive search for new images and themes where culture has become a giant mine (Goldman and Papson, 1996) resulting in a range of political, economic and ethical questions This paper traces the promotional culture of the New Zealand All Blacks since the sport went professional in 1995. The focus is on David Harvey’s concept of monopoly rent which emerges “because social actors can realize an enhanced income stream over an extended time by virtue of their exclusive control over some directly or indirectly tradable item which is in some crucial respects unique and non-replicable.” (2002: 90). The paper focuses on several specific sponsors (Adidas and AIG), and their advertising campaigns, to illustrate the cultural, political, legal and ethical/moral issues associated with the logic of monopoly rents.

The contested terrain of the New Zealand all blacks: Rugby, commerce, and cultural politics in the age of globalization

November 2013

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152 Reads

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22 Citations

J. Scherer

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In 2011, New Zealand rugby fans erupted in celebration as the All Blacks narrowly defeated France to win the Rugby World Cup - the team's first title since New Zealand hosted the inaugural tournament in 1987. In the years between these victories, the sport of rugby has been radically transformed from its amateur roots to a professional, global entertainment 'product'. This book explores these developments and focuses initially on the New Zealand Rugby Union's key deals with Rupert Murdoch's News Corporation and global sportswear giant Adidas in the 1990s. The new pay-per-view era has curtailed the traditional 'viewing rights' of rugby fans to have live, free-to-air access to All Blacks test matches on public television. Adidas, meanwhile, has relentlessly commodified aspects of national heritage and indigenous identity in pursuit of local and global markets while exploiting labour in developing countries. Escalating merchandise costs and ticket prices have, at the same time, pushed the sport further out of the reach of ordinary New Zealanders. All of these issues, however, have not gone uncontested, and the authors argue that rugby remains a contested terrain in the face of a new set of limits and pressures in the global economy.

Globlization, sport and corporate nationalism: The new cultural economy of the New Zealand all blacks

October 2013

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517 Reads

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34 Citations

J. Scherer

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Although New Zealand exists as a small (pop. 4.3 million), peripheral nation in the global economy, it offers a unique site through which to examine the complex, but uneven, interplay between global forces and long-standing national traditions and cultural identities. This book examines the profound impact of globalization on the national sport of rugby and New Zealand's iconic team, the All Blacks. Since 1995, the national sport of rugby has undergone significant change, most notably due to the New Zealand Rugby Union's lucrative and ongoing corporate partnerships with Rupert Murdoch's News Corporation and global sportswear giant Adidas. The authors explore these significant developments and pressures alongside the resulting tensions and contradictions that have emerged as the All Blacks, and other aspects of national heritage and indigenous identity, have been steadily incorporated into a global promotional culture. Following recent research in cultural studies, they highlight the intensive, but contested, commodification of the All Blacks to illuminate the ongoing transformation of rugby in New Zealand by corporate imperatives and the imaginations of marketers, most notably through the production of a complex discourse of corporate nationalism within Adidas's evolving local and global advertising campaigns. © Peter Lang AG, International Academic Publishers, Bern 2010. All rights reserved.

Citations (24)

... Laidlaw's comments capture the paradox of contemporary global sport business; that is, to secure enough funding to survive in the future, one might need to negotiate a deal that relinquishes some control and ownership to foreign interests. This conundrum has repeated over the past two decades and is evident in the ongoing challenges faced by New Zealand as a nation and the All Blacks as a sport franchise operating within the new global economy of sport (Scherer and Jackson, 2007, 2010, 2013. For example, in 2012 Adidas was joined by another major global corporate sponsor, American Insurance Group (AIG). ...

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The Global Business of Sport in a Brave New World: Conceptualising a Framework for Alternative Futures
Globalization, Sport and Corporate Nationalism
  • Citing Book

  • January 2010

Jay Scherer

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... Urban 'revitalization' is controversial, however, due in part to the public subsidies that often support sport facility construction and maintenance (e.g., see Long 2013, Matheson 2019, Sam and Scherer 2019, Baumann et al. 2020. There are questions of access and equity at play as well. ...

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Who is the city for? Sports facilities and the case of Vancouver’s public golf courses
Big Stadium, Small City: A Catalyst for Turbulence and Governance Reforms

Urban Policy and Research

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Jay Scherer

... Previous research on the sport of hockey has included: hockey as Canada's national identity (e.g. Allain 2008Allain , 2010Gruneau and Whitson 1993;Jackson and Ponic 2001;Mason 2002;Scherer and Jackson 2004); CHL arena development in small to midsize cities (e.g. Mason et al. 2007); CHL generally (e.g. ...

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A fork in the road: factors contributing to elite hockey players’ decisions to choose the NCAA route
From Corporate Welfare to National Interest: Newspaper Analysis of the Public Subsidization of NHL Hockey Debate in Canada
  • Citing Article

  • March 2004

Sociology of Sport Journal

Jay Scherer

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... We don't want the brand to be different in Europe or Asia…Our goal is to be a global company" (Andrews, 2008, p. 46, as cited from Hatfield, 2003. The bridging between global and local manifests in a glocalized corporate marketing structure focused on establishing a universal brand identity (Andrews, 2008;Scherer & Jackson, 2010;Silk & Andrews, 2001). ...

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“Willpower knows no obstacles”: Examining Neoliberal Postfeminist Messaging in Nike’s Transnational Advertisements for Women
Globlization, sport and corporate nationalism: The new cultural economy of the New Zealand all blacks
  • Citing Article

  • October 2013

J. Scherer

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... Les joueurs néo-zélandais (en particulier ceux ayant fait l'objet de sélections régulières dans l'équipe nationale, les All Blacks), comme ceux originaires des îles du Pacifique Sud (Fidji, Samoa, Tonga), constituent de fait l'élément structurant de cette stratégie promotionnelle globale de la discipline tant ils combinent efficacement attractivité sportive et identitaire (Wernick, 1991 ;Bourgeois, Whitson, 1995 ;Scherer, 2001). Les All Blacks sont l'idéaltype d'une équipe sportive professionnelle référente en termes de palmarès et de qualité de jeu, tout en sacralisant la dimension symbolique et historique de la discipline notamment par le rappel constant de son attachement à une logique territoriale traditionnelle (dont le fameux Haka est une parfaite illustration [Jackson, Scherer, Héas, 2007]) et au principe de domination de l'organisation sur l'individu, aussi brillant et médiatisé soit-il (les joueurs sont référencés à la fédération néo-zélandaise sous un numéro de matricule et non sous leur patronyme les incitant à cultiver une certaine humilité). Garante du maintien de la tradition rugbystique, que l'on pourrait assimiler à un agrégat de vertus physiques, morales et à des formes de sociabilités spécifiques, cette formation fait l'unanimité en termes de soutien chez les amateurs de rugby dans le monde et confère à ceux qui en font, ou en ont fait temporairement partie, un statut à part. ...

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All Blacks et Guerriers du Pacifique dans la presse rugby : entre assignation identitaire et culture promotionnelle globale du rugby françaisAll Blacks and Pacific Warriors in Rugby Press: Between Stacking and Global Promotional Culture in Professional French Rugby. The Case of Section Paloise: Le cas de la Section paloise
Sports et performances indigènes : le Haka des All Blacks et les politiques identitaires en Nouvelle-Zélande

Corps

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Jay Scherer

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... However, issues MAI JOURNAL VOLUME 12, ISSUE 1, 2023 are elevated when "borrowing from a culture" becomes exploitative (Kim Ho, 2017), robbing Māori of the recognition they deserve. Managing the consequences of increased access to our cultural practices and knowledge systems becomes important, especially when they are considered a commodity worldwide (Hapeta et al., 2018;Scherer & Jackson, 2013;Torgovnick, 1990). It has become commonplace to misuse haka and share it globally with the world (Hapeta et al., 2018;Karetu, 1993). ...

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JOURNAL A NEW ZEALAND JOURNAL OF INDIGENOUS SCHOLARSHIP MAI VOLUME 12 • ISSUE 1 • 2023 EDITORS EDITORIAL BOARD PUBLICATIONS MANAGER SPECIAL EDITION EDITORS
The contested terrain of the New Zealand all blacks: Rugby, commerce, and cultural politics in the age of globalization
  • Citing Article

  • November 2013

J. Scherer

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... Bourdieu (1984) coined the term 'cultural intermediaries' as a catch-all for producers of symbolic goods, including journalists and workers in PR, advertising and marketing. Scherer and Jackson (2008) limit their usage to those directly 'embedded' with the national team in producing the New Zealand rugby website allblacks.com. In Ireland, however, there is a case for viewing rugby journalists as cultural intermediaries with limited objective distance. ...

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Rugby Union, Class and 'Middle Ireland' in Irish Media
Producing Allblacks.com: Cultural Intermediaries and the Policing of Electronic Spaces of Sporting Consumption
  • Citing Article

  • June 2008

Sociology of Sport Journal

Jay Scherer

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... In the early 1990s when the sport was officially amateur but could more accurately be described as semi-professional, key media interests were beginning to identify the value and unexploited potential of rugby union as a global media commodity ( Jackson et al. 2001). Two rival media moguls, Kerry Packer and Rupert Murdoch, who were already in the midst of a battle over television broadcast rights to Australian Rugby League, embarked on what Peter FitzSimons (1996) described as the "Rugby War". ...

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Advertising, branding and corporate nationalism: The contested terrain of the Aotearoa New Zealand All Blacks
Transnational Sport Marketing at the Global/Local Nexus: The adidasification of the New Zealand All Blacks

International Journal of Sports Marketing and Sponsorship

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Richard Batty

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Jay Scherer

... While Kamaishi is home to its local rugby union football club, the Kamaishi Seawaves, and was featured in news across the globe when Canadian players volunteered to help out local residents as part of the recovery from damages caused by Typhoon Hagibis, the economic cost of the construction and maintenance of the stadium was clearly out of proportion economically for a city of its size. The case of Kamaishi is reminiscent of the construction of Dunedin's stadium for the 2011 RWC in New Zealand which was subjected to public criticism and protest given budget blowouts and long-term debt servicing for a small city (Porter & Sam, 2013;Scherer & Sam, 2008). Ultimately, while RWC 2019 was successful in some respects it also contributed to the widening inequality between Tokyo/Kanto and the rest of Japan. ...

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FIFA 2022 World Cup in Qatar: Under the Gaze of Western Media
Public Consultation and Stadium Developments: Coercion and the Polarization of Debate
  • Citing Article

  • December 2008

Sociology of Sport Journal

Jay Scherer

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