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Showing posts with the label sport as a cultural form

USSR is a mighty sports power!

Once upon a time sportsmen were heros and role models, a shining moral example for all of society as to the values of a strong work ethic and a healthy body. USSR is a might sports power!  B. Reshetnikov, 1962  Picture courtesy of A Soviet Poster a Day I love these Soviet era posters and the way they capture the spirit of the time, something special about the purity of the collective sporting effort.  Of course today, sport is about different things.  The political and behavioural symbolic value of sport has been replaced by sport as a commodity.  Sports stars exist as brand heroes in our shopping centres and glossy magazines, the sometimes lurid details of their everyday lives trumpeted on the pages of such magazines as Hello! and the gossip pages of the internet. Compare photographs of Olympians Svetlana Khorkina (1996, 2000 and 2004) and Ludmilla Tourischeva (1972, 1976): Khorkina is in all her glamour shot, sexually charged splendour; Svetlana...