Keywords
Multicultural education; Sports economic aspects; Stereotypes (Social psychology) in sports
Abstract
Since its formative years sport has had a commercial component to its operation, however, in no previous time period have we seen the type of growth in the current commercialization of sport that we have seen in the last two decades. Today, sport is big business and as argued in this paper, big businesses heavily involved in sport are mostly concerned with the preservation of established privileges (gender) and priorities (promotion) such as maintaining hierarchical control and generating profit uncritically and unwillingly inclined to take action upon the world in order to transform.
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