出版社：Foro para la EF y el Deporte de Castilla y León, Spain.
摘要：This paper deals with the importance that consumption and expert knowledge
play in shaping current physical culture while placing them in the hypermodernity
framework, The author emphasises the intimate relation between both as a marketisation
of knowledge and points out that advertising and the market are the new regulating agents
on the body, both of which contribute to cultural homogenisation – in terms of diffusing a
particular purchasing mentality – and invading institutions such as schools. Finally she
questions the role of the school as an agent of change or as an agent of social
reproduction.
