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Sport in a Global World
Sport in a Global World
10.1 Introduction

This chapter, the third in the trilogy of chapters aimed at extending your understanding of sport in the 21st century, is a logical extension of the discussions of consumption and sport media that have led us to this point. Recognising that many aspects of sport are an integral element of our consumer culture, and how it is commodified and mediated in ways consistent with powerful social, political and economic forces, extends our understanding of sport’s significant place within contemporary life and the late modern world (Giddens, 1990). Though the capitalist global economy that drives and benefits from this consumer culture is all too evidently subject to problematic levels of inequality, booms and busts (Sachs, ...

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