The culture of the sport worldwide, with the support of the mass media, aims victories, records, the fastest spotsmen, human beings without limit. Nowadays, sports idols are signs of consumption
(Boyle; Haynes, 2009). According Bourdieu (1997), the symbolic construction of the sports press is made of professional athletes, especially in time of Olympics, it seeks to turn these athletes into
heroes, conquerors made of unusual representative of what the company wants to achieve. The major sports event and athletes are seen as elements of consumption, as a culture, entertainment and
spectacle (Van Bottenburg, 2001). One of the strands used by the media to build, in its speech, of legitimizing the sport as spectacle, is the development of the athlete's sporting image, elevation to
celebrity status (Horne; Whannel, 2012; Boyle; Haynes, 2009; Bourdieu, 1997). Guy Debord (1997) calls it “the spectacle society”.
For 76 days, from July 24 until October 07, 2012, 3 major print media outlets were followed in Brazil - three daily newspapers (O Estado de São Paulo, Folha de São Paulo and O Globo) of national
circulation. We selected all the materials that was related to the 2012 Olympics, in general, and also about soccer, volleyball, judo and sailing. The subjects were classified into five broad
categories: a) sports apparel; b) economic fact; c) behavioral fact; d) real show; and, e) political fact and/or national identity. For this classification, we used the method of content analysis
developed by Lawrence Bardin (1977). We also had the purpose of showing that the culture of the spectacle and the world of celebrities are more important for the Brazilian media than the sports
competitions and the disputes between nations in arenas, stadiums and gyms of London.
During the period considered, 4618 were obtained news about the Olympics in all its aspects. Of this total, 1.319 (29.46% of the total) were classified as sports apparel; 1.194 (26.67%) as spectacle;
1.047 (23.39%) of behavior; 673 (15.03%) of a political nature and / or national identification; and only 244 (5.45%) were classified as economic fact. When you add the news agendas of spectacle
presented to subjects behavioral approach, we have a total of 2.241 newspaper reports, totaling 50.06% of all content published on the Olympics in three major Brazilian newspapers of national
circulation. Thus, we can say that, every two reports published by Brazilian daily, one stood out spectacular and or behavioral aspects of the mega event, leaving the sporting events in the
background. All the results and their analysis will be presented in ICSEMIS Conference.
The sports heroes become, alongside famous artists and established rock stars, personalities in imaginary universe of consumers of the growing entertainment industry. We are witnessing today the
sports news turned into a commodity for consumption and entertainment. Otherwise, the sportive aspects of major events are set aside by the media. Everything happens in the name of the consumption.