紐西蘭棒球全球在地化歷程

本研究目的旨在透過全球化的脈絡探討紐西蘭棒球全球在地化的發展歷程。本研究使用參與觀察法與文獻分析法蒐集資料，並以半結構式深度訪談紐西蘭棒球協會現任及第一任理事長、學校教師、國家隊教練、前職棒球員、俱樂部會長兩位、前總理和交換球員、棒球協會發展教練，共計10人。研究結果發現，在全球化的影響下，棒球運動從美國引進紐西蘭，但因各國風俗民情不同而發展出不一樣的棒球運動，另外運動組織的成立，對運動參與人口的參與選擇與運動社會化的過程有所影響。本研究結論，紐西蘭棒球俱樂部因為政府補助少、場地不易租借、主流運動的競爭、參與人口少、缺乏媒體關注等外部環境的限制，導致會員招募不易、持續有資金缺口、棒球技術無法提升的困境，但是歷屆的經營者透過異於主流運動慣有的招募方式，利用電視媒體和名人宣傳，借用橄欖球的知名度籌措資金創立品牌等有創意的經營巧思，而在俱樂部努力及職業運動新觀念的影響下，參與人口越來越多。2016年因美國撤資澳洲職棒聯盟的關係，使紐西蘭得以於2018年成立第一支職業棒球隊並參與澳洲職棒聯盟。儘管紐西蘭外部環境非常困頓，但在人的能動性的影響下，找尋適合當地的生存模式，克服困境，一步步將棒球運動推展至全國並回到全球，成為逐漸茁壯的運動。

關鍵字

全球化；運動社會化；媒體；在地化

並列摘要

The purpose of this study is to examine the development of the glocalization of baseball in New Zealand through the globalization process. This study collected data by using participant observation, documentary analysis and semi-structured interviews. The interviewees are Baseball New Zealand’s CEO and first chairman, school PE teacher, national team coach, club president, former prime minister, exchange player, former professional player and Baseball New Zealand development coach. The results found baseball was introduced to New Zealand from the United States under the influence of globalization, but the different customs and traditions of each country led to the development of a different sport of baseball. In addition, the formation of sports organizations has an impact on the participation choices of the sports participant population and the process of socialization of sports. In conclude, baseball clubs in New Zealand have challenges such as recruiting members, shortage of funds, and baseball skills cannot be improved due to the constraints of the external environment such as low government subsidies, difficulties in renting venues, competition from major sports, low population participation, and lack of media attention. However, the previous administrators have used different recruitment methods from the major sports, using TV media and celebrity publicity, and using the popularity of rugby to raise funds to create a brand and other creative business strategies. With the efforts of the club and the new concept of professional sports, the population of participants is increasing. With the withdrawal of the US from the Australian Baseball League in 2016, New Zealand was able to establish its first professional baseball team in the Australian Baseball League in 2018. Despite the difficult external environment, New Zealand has been able to find a way to survive and overcome its difficulties with the influence of human initiative and has become a growing sport by expanding the game nationally and globally.