Many have blamed the Windies' decline on the MTV generation, who are more interested in American basketball than cricket. And cricketers, although still idolised in the Caribbean, would never earn the amounts of Michael Jordan or Shaquille O'Neal. In this sense, James placed cricket on the same level as Western literature. "We live in one world," he wrote in a 1969 essay, "and we have to find out what is taking place in the world. And I, a man of the Caribbean, have found that it is in the study of Western literature, Western philosophy and Western history that I have found out the things that I have found out, even about the underdeveloped countries." Throughout his life James viewed cricket as a means of helping unite a disparate set of islands, of establishing a Caribbean as opposed to an island mentality. He had little difficulty in understanding why Norman Tebbit should make cricket the basis of his loyalty test - or why most black people would fail it.
Talk to Richard Lue and it becomes clear that not nearly enough Caribbean people are heading `home'. Neither are enough African Americans trying to discover the Caribbean, although their connection with the culture has long been established in the U.S. That's why Lue was appointed Air Jamaica's regional manager for special markets in the southern U.S. Another Air Jamaica representative has been given similar responsibilities for the northern states. "It wasn't neglect," said Lue. "It just wasn't accountability. We've always been there. The problem was internally. We feel we can get more out of that (Caribbean) market." "To me it's no big deal," he said. "The problems in Jamaica are serious, but Jamaica has never been an easy sell. But it is a challenge. It is because of 9/11 that we realized we had to diversify our markets and give importance to all the markets. The challenge is there, but we just have to deliver."
