Basketball's Role In Shaping American Culture

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Since the inception of basketball in 1891, the game has become a contributing factor in shaping American culture. The birth of the NBA only served to cement basketball as one of the major sports in the United States. The NBA’s efforts to reach fans all around the world have been facilitated by emerging technologies and partnerships with foreign media providers. Due to it’s rich history with the game of basketball, China has become the NBA’s second largest market. A contributing factor to the NBA’s success in China has been China’s long standing collectivist culture. The NBA and basketball have been able to evolve with China’s emerging individualism in its younger generations. The continued success of the NBA in China will continue to grow with

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