Section Two: Commercialization has resulted in major changes in sports. How has it changed the structure and goals of sports?

In modern day professional sports, there is a huge component of commercialization. The industry of sports has become more about generating and maintaining spectator interest, thus producing revenue. Money is made through ticket sales, merchandise, the selling of media rights, etc. Media coverage of sports has grown exponentially throughout the years, and has changed in programming material as well. Media coverage is now more widespread, and promotes and advertises sports. This can be done through promotional commercial advertisements, or even endorsements with large companies who sponsor sporting events. Because sports are more accessible through television and radio, the audience of sporting events is a larger variety. This means that it is no longer exclusively educated, "die-hard" fans who are watching a sporting event. Now, people of all ages, genders, nationalities, etc. are watching sports on television - and some of these people may not even be aware of the rules and regulations of the sports they are watching. Therefore, broadcasting companies must accommodate to these spectators by providing material such as instant replays, play by play commentating, and half-time shows. This type of material will be helpful to those who are not completely educated on the sport, and also gives the illusion of 'exclusiveness' that will continue to generate spectator interest. The broadening of media coverage in sports, and growth in audience has resulted in many changes in the structure and goals of sports. When such large amounts of money are being invested into sports, the programming must provide exciting material to obtain high viewing percentages, etc. Thus, rule changes are made to the games to generate more action, and make the game more understandable. As stated earlier, there is a greater presence of uneducated viewers of sports, and because of this lack of knowledge, these fans thrive on action and thrill for entertainment. Sports companies want to maximize dramatic moments and increase scoring chances within a game to provide the spectators with as much excitement as possible during their viewing experience. Also with these changes, sponsors and corporations have much more control over the sport, and often decisions are made within their interest. Most importantly with this transition in the world of sports, there has been a shift from aesthetic organization to heroic organization. What this means is, commercial sports are viewed as a form of entertainment. And what do people find entertaining? Action, excitement and heroically oriented material. This shift takes place to accommodate the mass audiences. Previously, in aesthetically oriented sports, there was a value of correct and proper form in athletics, whereas in modern sports, danger and excitement of movement is valued. Viewers want to see an athlete taking a risk; doing something requiring proper form in an improper or unorthodox way. Previously, there was an emphasis on mastery of technical skills. Contrary to this value, now there is an emphasis on dramatic expression and style. Fans want to see an athlete's willingness to go beyond the limits, rather than merely exploring the limits. Most importantly, in aesthetically oriented sports, there was a commitment to staying involved in the sport. But, with the commercialization of modern sports, an athlete's commitment is to the success of the sponsors.