The postmodernisation of rugby union in Australia

Abstract

In recent times rugby union in Australia has undergone significant change. We argue that the nature of this change can be largely explained in terms of the rise of postmodern structures and practices in Australian society. Most sport managers, however, have not heard the tribunes of postmodernism announcing its imminent arrival, and neither would they be familiar with its modern antecedents. This article reviews the origins of postmodernism and its impact upon the rugby union sporting landscape. It is argued that postmodernism has removed the traditional metaphysical, mythical and social barriers that were thought to divide business from sport. As a consequence, the traditional, and for some supporters, sacred practices of rugby union were undermined by an expanding consumer culture. Thus, rugby union in the postmodern world is not only a sport, but also a business that craves for media attention, corporate support and audience interest. The implications of these changes for rugby union's future are foreshadowed.