Sport e comunicazione. Alla ricerca di un soggetto fra ibridazioni e disseminazioni
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Over the course of the years, the world of enterprise communication has shown an increase of interest in the sports universe. The existing ties between the world of sports and enterprise have increased: it is nearly impossible to find an event, a contest or an athlete that are not ‘branded’ by some sponsor. The interactions between sports and advertising communication are multiple, both from the point of view of the language (advertising draws metaphors from the sports jargon), and from the point of view of celebrity (thanks to the presence of athletic sponsorship). The author analyzes the communicative manifestations of sports as a subject of enterprise, keeping in mind that it is completely involved in the ‘mediatic jam’. All this to demonstrate that the sports world must recognize several fields of activity, different among themselves, that consider teams and athletes as subjects acting in a thick net of relations and processes of exchange with the other enterprises, the media and the public.
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