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Uber-Sporting Neoliberalisms

  • David L. AndrewsEmail author
Chapter

Abstract

This chapter accents the contingent and contextual nature of the uber-sport assemblage as realized through its co-constitutive relationship with the neoliberal assemblage. The core precepts of neoliberalism as a political-economic-cultural project are explicated, highlighting its ideological assumptions, and affective investments. This leads to an examination of precisely how, and to what effect, the uber-sport and neoliberal assemblages are linked, or articulated together. Deleuze’s notion of an abstract machine explains the function a neoliberalized uber-sport plays in normalizing neoliberal values and commitments. Focusing on different scales and spaces, the discussion examines how the uber-sport assemblage surreptitiously reinscribes the neoliberal preoccupation with consumption, and the nurturing of the individualized consumer subject, and so reproduces neoliberalism’s iniquitous, divisive, and undemocratic properties, and attendant social hierarchies.

Keywords

Uber-sport Context Contingency Assemblage Neoliberalism Articulation Ideology Affect Abstract machine Normalizing Consumption Consuming subject 

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Authors and Affiliations

  1. 1.Physical Cultural Studies Research Group, Department of KinesiologyUniversity of MarylandCollege ParkUSA

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