RT info:eu-repo/semantics/article T1 Conocimiento experto, consumo y cuerpo: relaciones 'en' y 'para' la hipermodernidad A1 Muñoz González, Beatriz A2 Ediciones Universidad de Valladolid AB 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. SN 1578-2174 YR 2007 FD 2007 LK http://uvadoc.uva.es/handle/10324/23654 UL http://uvadoc.uva.es/handle/10324/23654 LA spa NO Agora para la educación física y el deporte, 2007, N.4, pags.7-19 DS UVaDOC RD 20-sep-2024