Selling Youth Sport: The Production and Promotion of Immaterial Values in Commercialised Child and Youth Sport

Autor/inn/en	Karlsson, Jesper; Kilger, Magnus; Bäckström, Åsa; Redelius, Karin
Titel	Selling Youth Sport: The Production and Promotion of Immaterial Values in Commercialised Child and Youth Sport
Quelle	In: Sport, Education and Society, 28 (2023) 5, S.565-578 (14 Seiten)Infoseite zur Zeitschrift PDF als Volltext Verfügbarkeit
Zusatzinformation	ORCID (Bäckström, Åsa) ORCID (Redelius, Karin)
Sprache	englisch
Dokumenttyp	gedruckt; online; Zeitschriftenaufsatz
ISSN	1357-3322
DOI	10.1080/13573322.2022.2057462
Schlagwörter	Athletics; Participation; Commercialization; Youth; Children; Advertising; Web Sites; Competence; Foreign Countries; Coaching (Performance); Psychological Patterns; Values; Neoliberalism; Sweden + Suchen Sie Ihr Suchwort? Leichtathletik; Teilnahme; Jugend; Jugendlicher; Jugendalter; Child; Kind; Kinder; Werbung; Web-Design; Kompetenz; Ausland; Wertbegriff; Neo-liberalism; Neoliberalismus; Schweden
Abstract	The contexts in which young people participate in sport are diverse. In Scandinavia, as in many other countries, child and youth sport is mainly organised in non-profit, membership-based and voluntary driven sports clubs. In Sweden, this model is now challenged by commercial businesses providing child and youth sport services. The overall aim of this article is to provide empirically based knowledge about these ongoing and largely unexplored commercialisation processes. The focus of the article is to illuminate how commercial businesses produce immaterial values through the promotion of sport services. In this article, we have explored the cultural and social values produced and promoted by commercial businesses in youth sport. Drawing on the website communications of eight commercial businesses from four different commercial strands, we use the concept of immaterial labour to consider the values produced when child and youth sport is turned into a desirable product on the market. The values generated from the texts on the selected websites are the immaterial values of: (1) competence; (2) individually adjusted training; and (3) happiness. These values are enunciated differently by the businesses in the different strands. We situate the findings in relation to western social and cultural values and discuss the potential consequences of these value productions for contemporary ideas about youth sport and the way it should be organised. (As Provided).
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Erfasst von	ERIC (Education Resources Information Center), Washington, DC
Update	2024/1/01