The term commercialization describes a process, during which economic criteria win a ever stronger influence in relation to idealistic aspects. Commercialization arises within different ranges, within which the participants originally acted from a predominantly idealistic motivation.

Commercialization within the range of the sport

• Most frequently in connection with the term "„commercialization "“the world of the sport is called. Here there are different levels, on which commercialization takes place.

1. The motivation of the sportsmen for the practice of their sport is in nearly all cases of first idealistic nature. By these idealistic motives the behavior of the sportsmen is coined/shaped. If sportsmen recognize that with the practice of their sport also money can be earned changes their motivation and its behavior. The commercialization of the sport leads to the fact that successful sportsmen consider also "„the marketing of "“their achievement and align their behavior thereafter. This begins behaviors of the sportsmen, who are directed primarily to find sponsors or make themselves interesting for the advertising economy with a financially motivated change of the association (up to "„the player trade "“) in addition, concerns. The extent of the commercialization of the sport is very different thereby in different kinds of sport. Like that in particular kinds of sport are strongly commercialized such as football, boxes, tennis, Formel-1 and Skisport. In many other kinds of sport this process progressed less far. The extent of the commercialization is different in the individual kinds of sport also from nation to nation.
2. Sport associations are usually first unions of gleichgesinnter sportsmen to the promotion of their idealistic interests in the sport. In addition, the more successfully the sportsmen of a sport association are, the more strongly will the necessity, financial means, first for the execution of training and meetings to generate then in addition, for the financial support of efficient sportsmen. Large sport associations develop thereby increasingly to business concerns which are led also according to the principles by economics and commerce. The criterion of the marketing of the sport wins in such situations increasingly in meaning. The original idealistic objectives of the association founders continue to come behind commercial considerations ever into the Hintertreffen. In advanced stages of the commercialization sport associations are led as stock exchange-acted corporations and sold to player by the association "„ge and "“.
3. Finally the sport becomes also the object of outstanding commercial interests. Often traditional is changed into commercialized names or names commercialized from the outset are selected (e.g. change of name Westphalia stadium in signal Iduna park, Franconia stadium in EasyCredit stadium, alliance arena, team Telekom). In such situations the interest of marketing of outstanding backers outweighs in relation to the interests of the original initiators.

Commercialization within the range of the media

• A wider range of clear commercialization are the media.

1. Here in particular the permission of private broadcast and television companies led to a commercialization. Public broadcasting stations see themselves suspended in this surrounding field to a stronger pressure to align their program at "„the mass taste "“around as high a ratingses as possible to reach. Traditional principles of journalistic work could not themselves implement under such influences not always approximately "„marketing considerations "“. In the process of such commercialization processes the whole medium landscape changes - also with reactions for example on the ever faster progressing commercialization of the popular kinds of sport.
2. The commercialization of the media affects itself also in a ever stronger penetration of actual contents by advertising messages. Like that the purposeful placement of certain branded articles is in popular transmissions of the Fernehens a sign of strong commercialization of this range. On the one hand the broadcasting stations led on the basis of economic criteria are held to keep their production costs as small as possible. In such situations the offer of the recruiting economy is to take over a part of production costs if for it the product which can be applied is placed inconspicuously in the transmission, an economically lucrative option. On the other hand the commercialization of this range led to the fact that before as importantly judged "“journalistic standards"” received a smaller weighting behind economic considerations.

Commercialization within social and karitativen ranges

• Finally a commercialization takes place also within the social and karikativen range. Here there are different levels, on which commercialization occurs.

1. Many social and karikative activities, which were honorary furnished formerly in families and, are furnished today by full-time forces. These full-time forces work in the context of organizations, which must follow economic principles. That leads on the one hand to the fact that the consumption of time gets completely different meaning. In addition, on the other hand it is to be stated that these full-time forces have often better training for from them to furnishing achievements. To that extent also a Professionalisierung is connected with the commercialization. Whether this is for the recipient of services from pre or disadvantage, cannot generally be evaluated.
2. The fact that social and karikative activities became also a source of income, leads to the fact that also in syndicates unites the achievement offerer active in this area. These syndicates operate naturally also an public-effective medium work, which expectations, yardsticks and requirement attitudes of the population - also in the sense of the achievement offerers - change.
3. Finally also the large internationally active relief organizations operated themselves to business concerns with full-time forces. The organizations develop "„a self-interest also here "“at more continuously "„extent of utilization "“. It is thereby in times of small donationses in the organizational self-interest of the relief organizations to direct mediale attention on disasters which received up to then only small publicity. It comes also here to an interaction of the commercial interests of the media and the interests of such relief organizations to guarantee a continuous river of auxiliary funds.

Commercialization within other ranges

• In the art scene comparable commercialization processes take place as in the sport and medium range.

• Commercialization takes place even within the range "„of the citizen movements "“. So for example the environment organization has Greenpeace in the meantime global far over 1.000 full-time coworkers, who earn their living costs by the organization of the protest against environmental damage and their causer. Since these full-time coworkers depend also economically on the public indignation about environmental damages, blend themselves natural-prove idealistic and commercial motives of the full-time coworkers with increasing Professionalisierung. The organization of the protest by full-time coworkers will be affected under such circumstances also by considerations over it which measures can positively affect the donationses (and concomitantly on the security of the own job). The originally only idealistically justified movement will be along-affected also here increasingly by commercial considerations.

See also

• Professionalisierung, Venterisierung, Kommodifizierung, advertising economy, Napsterisierung, information economics, privatisation, liberalisation, globalization, Virales marketing, Gentrifizierung.

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