McLuhan Plays Golf: Optimizing Technology to Make Golf More Accessible, Affordable, and Sustainable

Abstract

Golf is a global game that is dominated by technology. Even in times of economic hardship, golfers flock to golf courses around the world, and the golf industry continues to churn out advancements in golf technology with the promise of making players better and the game more enjoyable. Nonetheless, golf has its barriers and challenges. For example, it is a game that is exclusive, expensive, requires a lot of time, and puts a strain on the environment. Grounded in Media Ecology Theory, this article examines the relationship between golf and technology by taking a McLuhanesque trip to the world of TopGolf, the popular chain of electronic driving range entertainment centers, and arguing that TopGolf demonstrates one way in which technology is being used to make the game more accessible, affordable, and sustainable.