ABSTRACT
Across the past three decades, sport has transformed itself through the media into an internationalist capitalist project – and new pressures accompany the spoils. As part of the desire to address media spectators and capture their attention for advertisers, the sporting body has become an object of lyrical rhapsody and gendered money. It is up for grabs as a sexual icon. Sculpted features, chiseled waistelines, well-appointed curves, dreamy eyes, administered hair, and an air of casual threat are the currency of the day. And like beauty and fitness of all kinds, the years will attenuate them and the media will identify new names, new bodies, new Eros, new euros to take their places.
