The Sociological Perspective of Transhumanism Through the Prism of the Sports-Marketing Industry

Abstract

The paper draws a parallel between sociological and transhumanist ideas. Transhumanism is an intellectual, cultural, scientific and artistic movement, which, based on the scientific coupling of technology and economy, supports and encourages the development and use of new scientific and technological solutions for the improvement of human physical, mental and other abilities. In this research, transhumanism was considered from four aspects: sociological, sports, marketing and artificial intelligence aspects. Sociological perspectives include recognizing and evaluating the effects of social relations, as well as social structures and forces, considering the present in a historical context that encourages critical thinking. We tried to analyse how the production, distribution and perception of sports can best be understood precisely from a sociological perspective. In the future, transhumanist marketing will be essential in convincing consumers that this change is very important. Transhumanism in future artificial intelligence can help humans overcome their limitations.