“…In particular, negative stereotyping of Asian players as unmarketable, dull to watch, and not providing much excitement to the game of golf may be based on what Chen has dubbed "Euro/America-Western-centrism" (Chen, 1998, p. 5). Previous transnational cultural studies (Birch, 1998;Birch, 2000, p. 143;Chen, 1998, pp. 1-9;Jabri, 1996, p. 61;Morley & Chen, 1996, p. 7) have indicated the problems of the perspective that "the Western individual is conferred a complexity and a plurality of identity formations, while the non-western 'other' is a uniform, conforming self whose subjectivity is confined within the cultural, ethno-linguistic community" (Jabri, 1996, p. 61).…”