ABSTRACT
This chapter focuses on aesthetic reflexivity and gender as mechanisms of spatiality. In social scientific theories of modernity, reflexivity is usually not regarded as a narrative mode or an obligation of the scholar but rather as a feature of society and culture. Modern media mean both the printed word and the electronic signal, transmitted through the telegraph, telephone, fax, radio, television, and computers. The target group for the communication of experience in modernity is no longer a specific group of people but a general audience, an abstract community of interpretation, established through the work of the mass media. The American visual hegemony may be regarded as contemporary imperialism, as media imperialism with a masculine signature. The global communication of sports discourse focuses on the body as an instrument of performance in different sports disciplines in ways that may appear unachievable to many young people. Sports programmes in media provide a platform for sports equipment and commercial advertisements.
