Abstract
It is fitting indeed that this year-end issue of the Journal of Sport and Social Issues focuses on the temptations and ethos of the sports marketplace. In some quarters of academia, the word "commercial" is in itself a problematic indictment of one's motives or purity. Often, we tippy-toe around the word "commercial" while promoting the merits of moving to a public intellectualism, a concept that speaks to the communal fear in academia of the tree falling in the forest with no one to hear it.
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