The rol of the media in the commodification of sport

Abstract

The article proposes a theoretical approach for understanding the transformation of the moderm elite sport due to the influence of mass media, and more precisaly, examine 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 by the model while ascertains the singularity of the sports as commodity- half lucrative good, half sentiment.