What Is Modern Sport?
What is modern sport?
Throughout the 1970's, sociologists used the conflict and functionalist theory to lead their examination of sports in society. Each theory is based on different assumptions about the establishment of social order in society and different conclusions about the significance and consequences of sports in civilization. (2)
Sociologists using the conflict theory, view society as an ever-changing set of affairs, characterised by intrinsic differences of economic interest. Social order is believed to exist because some groups of people have capital enabling them to pressurize and subtly influence others to accept their view of the world, as the correct vision. Based on an updated version of Karl Marx's ideas, the conflict theory has been used to study all countries that have capitalist economic systems. (2)
The development of commercialisation in sports is one such area that is studied using the conflict theory. According to this theory, sports are used to promote capitalist growth in two ways. Firstly, by creating profits for large businesses and secondly by acting as an advertising means to encourage people in society to use expenditure as an measurement of self-value and quality of life. (1)
Sports have been used as forms of public entertainment throughout history. However, they have never been so influential and persuasive in the lives of people as they are in today's society.
These days' physical activities and games have become heavily packaged, promoted, presented and played as commercial products. Sports are evaluated, nowadays, in terms of admission fees and revenues from the sale of concessions, licensing fees, merchandise and media rights. Events are assessed in terms of advertising potential, market shares, and rating points. Even athletes are thought about in terms of endorsement potential and on-camera image; their very popularity may depend on their attachment to corporate names and logos. In addition, stadiums and teams are no
Throughout the 1970's, sociologists used the conflict and functionalist theory to lead their examination of sports in society. Each theory is based on different assumptions about the establishment of social order in society and different conclusions about the significance and consequences of sports in civilization. (2)
Sociologists using the conflict theory, view society as an ever-changing set of affairs, characterised by intrinsic differences of economic interest. Social order is believed to exist because some groups of people have capital enabling them to pressurize and subtly influence others to accept their view of the world, as the correct vision. Based on an updated version of Karl Marx's ideas, the conflict theory has been used to study all countries that have capitalist economic systems. (2)
The development of commercialisation in sports is one such area that is studied using the conflict theory. According to this theory, sports are used to promote capitalist growth in two ways. Firstly, by creating profits for large businesses and secondly by acting as an advertising means to encourage people in society to use expenditure as an measurement of self-value and quality of life. (1)
Sports have been used as forms of public entertainment throughout history. However, they have never been so influential and persuasive in the lives of people as they are in today's society.
These days' physical activities and games have become heavily packaged, promoted, presented and played as commercial products. Sports are evaluated, nowadays, in terms of admission fees and revenues from the sale of concessions, licensing fees, merchandise and media rights. Events are assessed in terms of advertising potential, market shares, and rating points. Even athletes are thought about in terms of endorsement potential and on-camera image; their very popularity may depend on their attachment to corporate names and logos. In addition, stadiums and teams are no
Bibliography: Jay J. Coakley (1998) Sport in Society, Issues and Controversies, Sixth Edition, McGraw-Hill Companies, Inc. 2. John J. Macionis and Ken Plummer (1997) Sociology: A Global Introduction