The role of the media in the commodification of sport
Abstract
The article proposes a theoretical approach for understanding the transformation of the modern elite sport due to the influence of mass media and, more precisely, examines the so–called commodification process that in the last decades has turned sport into a commodity ready for global consumption. In order to assess the framework, the work identifies the relationship between three main actors: sporting institutions, media and fans. The author reflects on the downsides derived from the model while ascertains the singularity of the sport as commodity–half lucrative good, half sentiment.
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