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Commodification/Commodity Fetishism
Commodification/commodity fetishism

During the last decade of the twentieth century and the first decade of the twenty-first, the sociological and cultural analysis of sport has identified commodification as one of the key dynamics shaping sporting culture. The term is closely associated with the intensification of commercial interests (itself a notable dynamic in the development of modern professional sports since the late nineteenth century) within elite sports, that accompanied the development of satellite and pay-per-view broadcasting platforms, and the closer association of sports with market values, in the late 1980s and 1990s (Horne et al., 1999: 268). As a concept, commodification has been closely associated with the writings and theories of Karl Marx (1818–1883), the founder of communism, particularly his theoretical development of ‘commodity fetishism’, ...

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