Sport,Communication,and the Culture of Consumption: On Evolving and Emerging Markets

Abstract

This article provides an editorial introduction to the first of two special issues of American Behavioral Scientist on “Sport, Communication, and the Culture of Consumption.” This first issue focuses on “Evolving and Emerging Markets” and brings together American, Canadian, British, and Australian scholars from media studies and communication, sociology, cultural studies, sport and physical education, and management. With diverse viewpoints and a range of tactics, these studies examine evolving and emerging strategies for an American-influenced model of sport that has been shaped by the logic and presses of consumption culture.