Two Sets of Commercialization—Comparative Analysis of Marketization of Volleyball in Poland and Spain
Journal Title: PRZEGLĄD SOCJOLOGII JAKOŚCIOWEJ - Year 2015, Vol 11, Issue 2
Abstract
Volleyball is a discipline that is making its presence felt stronger and more visible among other Polish sports. The authors focus on presenting the changes that have occurred in Polish (male) volleyball along with the process of continuing professionalization and commercialization. The remarkable recognition of “brand,” which Polish volleyball became, is confronted in the article with entirely different reality in Spain. The discourse of volleyball marketization in Spain where football is dominant is quite different. The authors try to compare the situation of the discipline in both countries and find the answer to the question why commercialization of volleyball in Spain proceeds in such a different way. The comparison of the situation of volleyball in both countries is based on empirical research. Several interviews were conducted among Spanish and Polish people involved in volleyball. The data helped to assess the pros and cons of the commercialization of volleyball in both countries.
Authors and Affiliations
Anna Kossabucka, Radosław Kossakowski
Keywords
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- EP ID EP132618
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