Multimodal Argument: The Dark Side of Commodification of Sports

The Dark Side of Commodification of Sports
Your Name
Department of ABC, University – Whitewater
ABC 101: Course Name
Professor (or Dr.) Firstname Lastname
Date
The Dark Side of Commodification of Sports


Figure  SEQ Figure \* ARABIC 1: Sportsperson of the Decade Courtesy of Skysports
Sports are among the critical features of any society across generations. The importance of sports ranges from the development of healthy bodies, the establishment of social capital, strengthening bonds within communities, developing identities, and a source of livelihood. As a source of livelihood, the sports industry, especially in developing nations, is developing at a galloping pace. According to BSC (BSC, 2023), the global sports market reached $512.4 billion in 2023 with a 5.2% compound annual growth rate (CAGR). Athletes like Usain Bolt, Christiano Ronaldo, and Serena Williams rake in millions of revenues because of their sporting abilities. This success results from commodification, the sale, display, or use of different aspects of sport to produce income (Vamplew, 2019). While this approach seems ideal in the global capitalist economy, it is also a source of concern regarding the benefits of sports that are not necessarily associated with money.
The Case Against Commodification of Sports
At its core, sports act as a valve through which individuals or communities release socioeconomic pressure. Its benefits, notwithstanding monetary aspects, are immense. For instance, sport is a physical exercise to overcome adversities and win. It teaches core values like hard work, teamwork, responsibility, self-determination, inclusivity, respect, and resilience (UNESCO, 2023). At the same time, the physical exercise involved is ideal for developing motor skills, preventing chronic diseases, and alleviating mental health issues. Through sports, people develop identity and gain a sense of belonging which is necessary for sustainable social capital. Around the world, there are communities, societies, and cities whose symbol of existence is inseparable from sports (Dickson & Zhang, 2020). And today, whether one is a sports fan or not, they will always consume sports content directly (on social media, billboards, and mainstream media) and indirectly (through sports talk in workplaces or random sports attire in the streets). Unfortunately, the intensified commodification of sports threatens to deny most people these benefits.


Figure  SEQ Figure \* ARABIC 2:Children Swarming Around the Ball, Courtesy of Pomranka.net
Firstly, commodification positions financial income as the key reason for participating in sports. As a result, it encourages intense competition even at the development level while killing the fun aspect of sports (van der Roest, 2016). When competition is introduce...