A recent trend of commodification is the commodification of the modern sporting world. Historically, a sport was meant to be part of exercising or having fun. However, with time, sport was commodified and fans have to pay to watch a sports game. From football to athletics to car racing, on has to pay some money to watch these games. Games are mass marketed in the media and newspapers. However, there is a recent trend of fans turning away from major sports to sports with smaller fan base. The fans desire a less commodified sports world.
I think the above trend is facing strong opposition because the fans are not receiving any material gain. By paying to watch a game, one enjoys and no more. Money should be paid in exchange of a good or commodity but in this case the service which is watching a game was traditionally free. In addition, clubs are sold from one owner to another at a price. The kind of people opposing this trend is those who gain nothing from it. A fan watching a game gains nothing as compared to the club’s owner who earns money.
A recent commodification which is taking place without much opposition is commodification of education. In some states, education infrastructure and services are run by investment companies. This trend is beneficial in that the private investors are in a better position to provide quality infrastructure and services in education. This trend is not opposed because it is beneficial than the traditional trend of government controlled education. It is different from the commodification of sports in that commodification of education has improved the quality of education and infrastructure.
In general, I think commodification invokes strong counter-movements when the commodification is less beneficial to the consumers. Socially, people cannot oppose something that is beneficial to them.
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