Michael Jordan and Small and Simple Things

I've recently completed an amazing work by Walter LaFeber entitled: "Michael Jordan and the New Global Capitalism." It's triggered many thoughts in my head, specfically the impact of small and simple things in our life, specifically in a sociological perspective. In this day and age we live in, many have come to understand the value and importance of “small things.” When looking at an enormous redwood tree, one may marvel that it began as a “small” seed. When beholding a massive ship on the coast of the ocean, many tend to forget that a “small” anchor is keeping the monster in place. Imagine how the people in biblical times felt when they beheld the gargantuan Goliath was defeated. They must have doubted that it was a “small” man in David who knocked him down. Think of the fatal disaster that commonly occurs in dry climates: wildfires. It usually takes a “small” match or a “small” cigarette thrown out the window to burn thousands and thousands of acres, homes, and innocent civilians. These are just a few examples of the effect that little things make in this world. When thinking on a sociological perspective and a global picture, specifically in advertisement, how can one forget the impact that Michael Jordan has made on the world today. Because of the “small” decision Michael Jordan made to play basketball, we as an earth, can see Global Capitalism in its full effect.
In the book Michael Jordan and the New Global Capitalism, Walter LaFeber conveys a very persuasive message that the global fame of Michael Jordan has caused major markets to boom and leave a massive impact on a worldwide level. Arguments can sway both ways after reading this book. One may finish thinking LaFeber is an extremist, or he hit every point right on the nose.
LaFeber does an outstanding job on explaining the history of basketball, its growth, and how Michael Jordan came into the picture. He gives a detailed outline on Jordan’s youth, to his league play, and life today. He paints a clear picture on the effect Jordan’s made on the globe. I believe the greatest example was the conveyed story of a college student Max Perelman. In an uncivilized village in Tibet, lied a group of human beings who seemed to have never stepped foot outside of their dwelling place. The groups of these Tibetans were mind boggled at the camera Max owned. Amongst this amazement came the shocking conversation about Americans and specifically the question on how Michael Jordan was doing.
Many may wonder why Michael Jordan? Lafeber explains how Jordan’s unexplainable grace, art, and talent on the floor caused him to literally be worshipped. There has never been anyone in the history of sports to catch and capture attention like Michael Jordan. There are endless moments he has provided for everyone to remember him for. I feel the growth of basketball had very little to do with the explosion of this athlete and the different markets that followed him. No matter what sport he plays, it’s more the magic and unbelievable skill he possesses that causes the marvel. The growth of the sport may have boosted the fame microscopically, but when one can capture the unexplainable effort on the court, it’s clear to see why everyone marveled at him. After explaining the childhood of Jordan, to the invention and growth of basketball, and the effect Jordan made on the world with his skill alone, LaFeber then stresses his main point throughout the book. Michael Jordan is the perfect example of how American corporations use someone or something to sell their products to the world.
Phil Knight seemed to be the major factor of this spread of global capitalism. LaFeber explains the process Knight took to make this happen. Who knew that a simple assignment at Stanford Business School would turn this hopeful business man to one of the most successful to ever walk the earth? It seemed that Knight had a pretty detailed plan on how he could make a shoe that would become much more than a shoe, but a world renowned symbol and company. It was clear that Knight was determined as ever to make a success out of this shoe. Traveling to Japan and bringing home the Tiger shoe to sell in America boosted that determination to keep with the shoe sales. Once he noticed Japan could’ve easily taken over the sales he was making off their shoes, he started the journey of his own creation. Once the shoe was created, along with ideas from his students, and with the help of Oregon track coach Bill Bowerman, Knight launched arguably the most famous slogan in the world: Nike.
LaFeber touches on many sociological topics throughout the novel, and the effect it has had on a national and global level. He seems, however, to expend a good amount of time on the history of Michael Jordan, rather than the full effect he’s made with his appearance and performance. LaFeber in a cloudy way touches on the topic of functionalism. Its apparent LaFeber explained Jordan’s upbringing thoroughly to the audience, so they could see the effect he’s made on the lower class group. The most striking part of LaFebers writing was the shocking news of murder cases that happened, which seemed to be over material things (such as Jordans shoes). The battle of fashion is found almost everywhere you go. One will most likely find the latest Jordans and Nike gear in the ghetto or suburb of any big city. The constants battle of who’s got the nicest Jordan gear continues to boost the income of Michael Jordan and Nike. Overall, LaFeber could’ve directed more of his writing towards the effect Michael Jordan and Nike have made on a sociological perspective, but credit is given to him on writing a persuasive essay on the impact he’s made on the globe.