A mancha no manto
A Mercantilização Do Futebol Por Meio Do Patrocínio Na Camisa
Bibliographic Data
| ID | 5772513 |
|---|---|
| Authors | Boaz Galo De Souza Sales (Escola Superior de Propaganda e Marketing, corresponding author) |
| Year | 2018 |
| Publication date | 2018-04-02 |
| Open Access | Yes |
| Type | THESIS |
| Publisher | Universidade de São Paulo. Agência de Bibliotecas e Coleções Digitais (PUBLISHER) |
| DOI | 10.11606/d.100.2018.tde-24012018-181047 |
| OpenAlex | W2796380027 |
| Language | EN |
| References cited | 2 |
From the professionalization of soccer in the late nineteenth century, the mode goes into exponential growth, adding a growing number of fans and practitioners.Along with this, the "Breton" sport is taken by a process of mercantile fortification that changed the category forever.This process is highlighted throughout the work, in the figure of the football shirt, which was created with the simple intention of differentiating teams, but today is the basis for advertising campaigns, brand promotion and marketing of clubs, disfiguring the shirt in order to sell a product.This scenario is analyzed in the work based on the concepts of the French sociologist Pierre Bourdieu, who perceives soccer as a specific field, ruled by individuals who have a habitus suited to this field, and who deal with the different forms of capital established in that environment, as symbolic capital, ascribed to the shirt.The stain on the mantle proposed as the focus of this work is presented through the introduction and evolution of sponsorship in football, and the changes that this generated in the spheres surrounding the modality, making the shirt an outdoor brand, athletes representing a commercial industry and making the supporter of a potential consumer in the midst of this new order that has involved the sport in numerous investigations and corruption scandals
Advertising · Business · Football · Political science · Professionalization · Social science · Sociology · Law · Physical Education and Sports Studies · Sport and Mega-Event Impacts · Urban and sociocultural dynamics
| Highly cited | No |
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