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Sport and Consumer Society
Sport and Consumer Society
8.1 Introduction

This is the first of three chapters that will examine how sport and modern society have been impacted and transformed by the rise of mass consumption, the mass media and an increasingly interconnected global world. The chapter will also touch on a number of issues regarding how patterns of consumption are being transformed by digital technologies that will be explored in more depth in Chapter 11. This chapter provides you with an introduction to the ways in which sport sociology seeks to analyse and understand how the rise of consumer society and its inherent processes of commodification and consumption have played an integral and increasingly significant part in the construction of sport.

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