Capitalism has permeated most of the world's fronts, including sports. While the Haka is a construct of the indigenous communities in New Zealand, the media has made it a source of attraction globally.
Theodore Adorno and Max Horkheimer are two of the most notable theorists concerning the
culture industry. In their book Dialect of Enlightenment, the two authors conceptualise the
attributes of power as an absolute, all-encompassing force, whose speed is unrelenting and
contributed by the engine of capitalism. In the chapter “The Culture Industry: Enlightenment as
Mass Deception,” the theorists argue that culture holds an essential part in the controlling power
if the contemporary society. They demonstrate how the current situation sees the cultural
productions transforming from pure and authentic forms of art to imitations in which the
aesthetic value is simply a response to the consumer’s demand. The goal is no longer to spike
truth, but to merely entertain. The continuous routinised and commodification of the
contemporary culture is what Adorno and Horkheimer termed as the culture industry.
In this regard, there is a continued effect of this supposition about the current state of capitalism
is expressed in mass communication. Several culture texts allude to the impact of the
commodification of the cultures to produce something that is attractive to the consumer and
which can satisfy their consumerism appetites (Jackson, 2015). There is a creation of whole new
paradigms and thoughts regarding several topics. One of these is the text of sports and the
integration of culture as a selling point.
There is a relationship between global capitalism, mass media, and transnational marketing. All
these have contributed to the growing interest around the world. The phenomenon of sports is
portrayed as a product that is defined by the relations of the capitalist industrial framework,
combined with the political power of control. This description reveals the character of the ideas
with regards to its ideology and structure. It serves to maintain a dominant ideology that aims at
exalting the industrial technique and machinery, through which productive forces play a huge
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