Sport and Commercialism, and Sport and politics May also be referred to as ADVANCED Cultures- those with economic and technological superiority. We need to understand that a nation’s politics affect its approach to sport, so we are going to look at the sociological view of both Western democracies (which reflect capitalist economies) and eastern democracies (which reflect socialist economies). Sport and Commercialism The American dream In the USA sport means big business, it is driven by commercialism. Businesses use sport to promote their products. Even USA school sport has a very high profile and attracts big sponsorship. Positive outcomes of commercialism Funding gives athletes a better chance of success Commercial sponsorship leads to events which otherwise might not happen It matches the win ethic of USA culture. Negative outcomes of commercialism Performers become mobile adverts Money determines the location, timing and nature of events Sporting values can be lost Only high profit sports and the most successful performers benefit Sport and Politics – the ‘Shop Window’ Here we are concerned with authoritarian one part state such as China.
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