Abstract
A Marxian theory of sport has two major dimensions: A political economy in which one weighs the degree to which sports serve the accumulation problems of advanced monopoly capital and a cultural-Marxist dimension in which one examines the ways in which sports solve the problems of legitimacy and help produce alienated consciousness in self and society. This article provides insight in both uses to which commodity sports are put. In brief, advanced monopoly capitalism uses the advertising industry to colonize desire and myth in sports as an envelope in which to insert commercial messages. The human desire for good and enlivening social relations is transferred to the lifeless commodity. A better use of sports is to locate desire within community and interpersonal concerns rather than profit and false solidarity. A radical research agenda is summarized in the last section.
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