Hegemony

Considering sport a site where hegemonic purposes can be realized means evaluating to what extent the dominant groups have been able to shape the prevailing structure of sport according to organizational and playing methods that lead to the acceptance of dominant values and the discipline of subordinates. The need for leisure is directed towards sports practices promoting the incorporation of industrial values, work discipline, productivity and market logic. Moreover, the prevailing dimension of entertainment, market and profit leads to the organization of competitions by virtue of economic interest and commercial exploitation. This has led to the change of the game rules of many sports to make them more attractive, to different forms of scheduling and organization of events for media and marketing needs, to the amplification of spectacular or aesthetic elements, to the transformation of athletes into brands. Although residual experiences and alternatives to the dominant model may remain, they have to deal with the strength of hegemonic logic.