Sportization:

ideologies and Western neo-colonialism

Resumo

This article examines the profound influence of sport as a cultural and ideological instrument in contemporary society, in which it embodies the processes of McDonaldization and the pervasive ideologies of economic neoliberalism. Sport not only mirrors but also actively shapes Western cultural identities and societal norms, often reinforcing capitalist ideologies through its practices and structures. This study aims to dissect the mechanisms through which sport acts as a sociocultural device that both constructs and manipulates the athlete's body, particularly emphasizing its role in promoting masculine dominance and other male-centered values. Employing a hermeneutic approach complemented by an extensive literature review, this research spans from ancient Greek philosophies to contemporary discussions up to 2023, integrating diverse disciplinary perspectives including sport sciences, history, sociology, pedagogy, philosophy, and politics. This interdisciplinary methodology enriches our understanding of the complex interplay between sport and societal ideologies.The results highlight the sportive body as a prime site for the reinforcement of traditional gender roles, the propagation of ethnic and gender prejudices, and the manifestation of neoliberal values such as competition, performance, and commodification. Sports culture is critiqued for its role in perpetuating these ideologies, which support the commercialization of the body and reinforce Western cultural hegemony. The article advocates for a critical reassessment of sports as a medium of cultural neo-colonization, urging a more conscientious engagement with how sports influence and regulate both the physical and ideological realms of society. By challenging the existing paradigms, this study contributes significantly to the discourse on the sociocultural dimensions of sport, encouraging a reevaluation of the values it perpetuates in contemporary global culture.