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Sports players : the heroes of the mediated sacred sphere

Author(s): María del Mar RUBIO-HERNÁNDEZ

Journal: Essachess : Journal for Communication Studies
ISSN 2066-5083

Volume: 4;
Issue: 8;
Start page: 105;
Date: 2011;
Original page

Keywords: sports players | the sacred | deification | national heroes | mediated sport

Broadcasted sport is one of the elements of the mediated culture which mobilizes extremely passionate masses. Thus, it can be considered as a mythical expression within current society, since contemporary era is witness to the revival of the sacred which manifests through rituals, myths and the divinization of certain products and celebrities. This article analyzes how media depictions exalt players as objects of worship and devotion. It will specifically focus on the most successful Spanish sportsmen such as the tennis player Rafael Nadal and the players of the national soccer team and how they are promoted as national heroes in advertising.
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