New socioeconomics sport contemporary configurations - DOI: 10.4025/reveducfis.v20i4.6090

• Autor(a) principal: Marques, Renato Francisco Rodrigues
• Data de Publicação: 2009
• Outros Autores: Gutierrez, Gustavo Luis, Montagner, Paulo Cesar
• Tipo de documento: Artigo
• Idioma: por
• Título da fonte: Journal of Physical Education (Maringá)
• Texto Completo: https://periodicos.uem.br/ojs/index.php/RevEducFis/article/view/6090
• topic: Sports. Sociology. Marketing.; Esporte; Sociologia; Marketing; Esporte; Sociologia; Marketing

Sport was introduced as an important socio-cultural phenomenon in the 20th century, suffering at the end of this, transformation of values and scope. While its modern form by the referential used in this paper, had its genesis in the 19th century in England is based on political and ideological disputes, as amateurism versus professionalism and comparison of performances between socio-economic systems, the contemporary sports, later than Cold War, comes as a new perspective, the result of changes on the marketing of culture and leisure. This object is placed as the current version of the sport, based on the market and moral values different from modern phenomenon, showing new features such as heterogeneous practices and marketing exacerbated. Presents too, a new space of elitization practices, based on marketing dictates and purchasing power. Therefore, such factors must be addressed in direction to promote facilitation of access to athletes and spectators, and transmission of moral values that deny exacerbations as corruption, doping and early specialization of athletes.