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date: 18 June 2019

Athletes as Heroes 

Berkshire Encyclopedia of World Sport
Steven J. JacksonSteven J. JACKSON

Athletes have been treated as heroes throughout human history. Major societal changes, including the democratization of society, the decline of organized religion, and the commodification of everyday life, however, have contributed to a new type of hero: the celebrity. Global mass media in conjunction with a world dominated by advertising is transforming individual athletes into transnational promotional vehicles, and sometimes into brands in and of themselves. ...

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