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While questioning the universalization, naturalization, neutralization, and idealization of sport and physical culture, this paper examines the ultimate mystification process of sport and physical culture by expanding upon two conceptual frameworks: Jules Boykoff’s celebration capitalism and Lawrence Grossberg’s affective landscape. It first analyzes the evolution of the Olympics into a corporatized, commercialized, spectacularized, and celebritized “Disneylimpics” that can consistently evoke an affective reverberation. It then introduces the idea of “affective neoliberalism” to highlight neoliberalism’s affective and ideological aspects. With Grossberg’s concept of affective landscape, this paper explores the internalization and intensification of anxiety and affective isolation within society. Additionally, the paper utilizes Karl Polanyi’s analysis in his influential book, The Great Transformation, to investigate the historical expansion of affective neoliberalism. By highlighting the 11 September 2001, attacks in the United States, it points out provocative militarization and (re)organization of the soul into a fictitious commodity, in addition to labor, land, and money, which triggers the greatest transformation. Lastly, summarizing central arguments, this paper concludes with modest suggestions, mainly focusing on two questions: (1) where are we now? and (2) how can we more effectively respond to the present context?
Junbin Yang (Sat,) studied this question.