Football – sport competition or commercial entertainment? (S. Samsonov Nogi)

The analysis concentrates on mediatisation and commercialization processes of sport in the contemporary world, and their update in Sergey Samsonov’s work Ноги. The bearer of the idea is a talented Russian football player, reduced to the advertised product and contemporary sport gadget. The situation poses questions relating to the identity and individuality of the hero, as well as possibilities of protection against mechanisms of commercialization; in the broader sense, it epitomizes the condition of the world we all live in.