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| Author: | Puchan, H. |
| Title: | Living 'extreme': adventure sports, media and commercialisation |
| Journal: | Journal of communication management
2004 : VOL. 9:2, p. 171-178 |
| Index terms: | Commercialization Sponsorship Media research |
| Freeterms: | Extreme sports Lifestyle sports |
| Language: | eng |
| Abstract: | This paper tells us about participation in extreme sports, which is sometimes called adventure sports, action sports or even individualistic sports, has vastly increased in the last 20 years. Paper also examines the emergence of extreme sports and the connected industry, the reasons why people are enthralled by the new phenomenon and the opportunities it poses for communicators. |
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