The Reinforcement of Neoliberalism in Sport
Although implicit, within a modern context sport is utilized as a means by which to win the support and consent of the masses for a predominant political ideology. This assumption relies upon Antonio Gramsci's idea of, “hegemony,” which addresses the subtle ways in which a ruling party seeks to win the support of their constituents. This form of hegemony has been utilized throughout history, evident by the 1936 Berlin Olympics and the 2008 Beijing Olympics. Both events were utilized to promote, justify, and reinforce the ideologies of Nazism and State Capitalism, respectively. However, hegemony is not only utilized within authoritarian regimes. In The United States, sport is often used as a tool by both parties to promote the ideas of patriotism and meritocracy. More generally sp...