Marginalization

The dilemma is thatnon-participation in the Olympic Gamesmeansmarginalization in the international economic and political spheres.Avoiding the Olympics relegates a country to the dustbin of nationalistic history.If one plays and loses badly，asmost of the non-West do，a deep-seated cultural inferiority complex arises.All that is left to do is to join，to be“developmentalized”.

4-9　Marginalization

If one plays and wins，beating the West at their own game，speculation is rife about the use of performance-enhancing substances，aswith China'swomen's distance running，or simplistic reference to genetic advantages.The West，originators of the Olympics，just can't take defeat as a fact of life.At stake are not sports but cosmology，worldview，and most recently nation.Thus，to invest resources in preparation for the Games every four years is to play“catch-up”with theWest.Above all，participation in the Games is participation in another form of forced marketing of Western values.

Unfortunately，non-Western countries have been“infected”with this ideology under the guise of sports development.How many non-Western countries spend asmuch money developing their traditional sports as they do develop those of the West？