Anton Heinrich Rennesland

I argue how one’s afterimage of art has turned ideological due to technology’s heavy influence in the reproduction of and to individuals’ incessant consumption of artworks. Art has the capacity to be historicity’s expression and its antithesis. Its reach has been enlarged due to technology’s democratization of artworks. It should follow that mass production of artworks foster an emancipatory and critical standpoint, yet this fostered instead the reduction of priceless and fine artworks to commodities, easily downloadable and available for public consumption. Rather than being society’s antithesis, the afterimage of emancipation has been fetishized into an ideological-image of fulfilling a fantasy (the promise of ‘jouissance’). The 20th century’s dictum “They know very well it is false and [are] still doing it!” embodies the consequence – despite the empty promises – of capitalism: liberation ideology (a mistaken understanding of ideology as liberation).

Throughout one’s career, a professional sports practitioner is confronted with various choices to make, ranging from coaching a fair match or offering opportunities for selected individuals to win; showing true sportsmanship or venturing for a better compensation; to even sticking to one’s home team or accepting a better offer. This is faced by all sports practitioners within the same industry: athletes, coaches, managers, and even team owners. In making these choices, individuals recognize essential ethical considerations. However, a primary factor that influences them—albeit without them knowing—is their alienated state. The preferences of the sports practitioner mirror society’s response to the demands of the Culture Industry. He or she would opt to choose what the Industry is offering and uphold these standards. After all, sports is a social phenomenon that has undergone changes throughout the years, along with other aspects of society. It bears the impact of the Aufklärung, the true question of being enlightened and of being cultured. Thus, sports could be seen as constituting another level in the individual’s (and even society’s) alienated sphere. This paper seeks to shed light on the ethical considerations of the sports practitioner, in particular the heavy influence of the Culture Industry, the individual’s alienated state, and his or her response. I am interested in the play of power-relations among the sports practitioners and society, both dominated by the Industry. The paper does not present an exhaustive claim enlisting all considerations, but merely critiques the present setup. By presenting individuals’ (ultimately social) alienated state, I show that their choices are in fact social, even though they would seem to be solely individualistic in terms of their situated-ness in sporting events. Thus, this paper shows the heavy influence of the Industry in the continuous power relations between sports practitioners and society, as well as the alienated state of both.