RR9

The popularity of Volleyball has increased dramatically over past years. This is a result of commodification. Commodification is the process of turning something into a commodity that can be bought and sold. Over the past 20 years, Volleyball has evolved from a simple, fun and recreational sport to a more appealing, more sexualized version, beach volleyball. Because of this evolution, beach volleyball has received a vast improvement in popularity, especially amongst a male audience. This is exactly what has happened to the sport. Males are the largest consumers of sport and are therefore the target audience. It is doubted that the stereotypical male watches women’s beach volleyball for the sport itself, they prefer to ‘watch the players’. Women’s beach volleyball has attracted a great deal of male interest purely because of the fact the women are wearing revealing clothes. The media coverage that beach volleyball has achieved detracts from the main spectacle and focuses on the sexual aspect of the game. This can also be a positive point as it has overthrown the male hegemonic dominance within the sport.
The sexual nature of women’s beach volleyball has ceased the male hegemonic dominance of the sport. Now that the ‘sex-piloted’ version of volleyball has grabbed a greater audience, it is mainly focused on the female players.
The male competition is does not draw as much attention as the female one. As much as the uniforms appeal to a greater audience, beach volleyball glorifies a more sexually attractive body, in both males and females, than one that is ‘not’.

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