‘From enhancement to engagement’: reflections on the future of sport consumption

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Smith, Aaron C. T and Westerbeek, Hans (2010) ‘From enhancement to engagement’: reflections on the future of sport consumption. Sport in Society: Cultures, Commerce, Media, Politics, 13 (2). pp. 344-353. ISSN 1743-0437 (print) 1743-0445 (online)


In this essay we will examine three important aspects in regard to the future of sport consumption. Firstly we discuss the probable use of gene therapy in the future and its role in shaping participation in sport. Secondly we propose that the nature of future sport spectatorship may change as much as the athletes themselves as a consequence of the introduction of numerous powerful platforms and media channels. Finally, we suggest that the impact of these two developments will be canalized by sport's social role. The future of sport is one where assumptions about physicality and performance will have to be reframed. The nature of imminent technology will facilitate powerful tribal belonging as it will encourage an unprecedented level of fan-to-fan interaction. In this respect, despite the physical barriers, sport will be accessible to almost anyone with the right technology and the ability to pay for it.

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Item type Article
URI https://vuir.vu.edu.au/id/eprint/7070
DOI 10.1080/17430430903523093
Official URL http://www.tandfonline.com/doi/abs/10.1080/1743043...
Subjects Historical > Faculty/School/Research Centre/Department > Institute of Sport, Exercise and Active Living (ISEAL)
Historical > FOR Classification > 1106 Human Movement and Sports Science
Historical > SEO Classification > 9204 Public Health (excl. Specific Population Health)
Keywords ResPubID21214, ResPubID21963, sport consumption, gene therapy, sport spectatorship, sport media
Citations in Scopus 7 - View on Scopus
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