Prof. Steve Jackson: Sport has been a political tool since ancient times
Sports sociologist Prof. Steve Jackson evaluated the commercialization of sports and its relationship with media and politics, stating that it has been a commodity since ancient times.
Academic and sports sociologist Prof. Steve Jackson evaluated the commercialization of sports and its relationship with media, advertising, and politics to Medyascope.
The Historical and Political Dimension of Sport
Prof. Steve Jackson emphasized that sport has been a useful political tool used by emperors to pacify citizens since ancient Greek and Roman times.
He pointed out that those in power have used sport to distract the public from real problems such as poverty and employment.
The Sport-Media-Advertising Complex
Jackson stated that direct links among the main stakeholders of sport are part of global capitalism, explaining this with the concept of the sport-media-culture complex.
He noted that media and advertisers allocate high budgets to reach sports consumers and that this situation is transforming the sector.
Global Brands and the NBA Example
Stating that global media paved the way for the popularization of organizations like the NBA, Jackson conveyed that these structures also cultivate the players of the future.
He noted that the ties established with sport by brands such as Nike, Adidas, and Coca-Cola produce chain reactions.
Branding of Athletes
Stating that elite athletes have transformed into cultural symbols beyond their athletic achievements, Jackson said that the concept of stardom has changed its meaning.
He emphasized that names such as Michael Jordan, Lionel Messi, and Serena Williams are at the center of consumer culture.
Digitalization and Content Economy
He stated that with digitalization, sport has transformed into a continuously operating media ecosystem and a form of content within the attention economy.
He noted that matches as well as highlights, statistics, and social media shares have become integral parts of this huge industry.
Traditions and Social Ties
He expressed that thanks to the uncertainty of the outcome of a sport, it offers a special emotional intensity and a shared sense of belonging.
He reminded that expensive subscriptions and tickets should not limit joint participation, and that clubs must not disconnect from their communities.