Are professional athletes alienated towards the original values that uphold sport?
Historically, sport had been used among other things as a means of building character, promoting the spirit of fair play, and even nation building. Now in our contemporary society, sport is budding into one of the most forceful business and entertainment franchises within our capitalist culture.
My aim: to investigate how the commodifications of sport (through cultural advancement) have altered and enhanced the social value of modern day athletes
Territory: There is perhaps no better illustration of the commodifications of professional sport than the advancements of European football. As a result, my project is particularly focused on investigating the commodifications and cultural advancements of sport within European Football
Methodology: I intend to discuss my topic of the commodifications of sport through a hermeneutical critique, engaging on the evolvement of professional sport that has led the 21st century athlete into becoming a ‘celebrity’ rather than purely a competitor. My discussion is centred upon two key philosophical theories involving the works of Karl Marx (theory of alienation) and Martin Heidegger (a question concerning technology)
The objective of my discussion is a critical dialogue in which I seek to outline the cultural changes that have caused this apparent transformation within our society, and hence altered the social value of professional athletes today. This project aims to prove that through capitalist commerce and exploitation, the business of sport and its athletes become alienated, and additionally have lost a relationship towards the original bounds that compile sports and competition.