Starting from the Cultural Studies, in their post-structuralist side, we aim to analyse the construction of a representation of football, produced and reproduced by Placar magazine, in its "Football, Sex & Rock and Roll" age, published between April of 1995 and February of 1999. The study of this material allows us to assert that the representation of modern football produced by the magazine at that time revolves around three main points: modern management where football is managed as a business that, directly or indirectly, leads to profit; the modern supporter: taken as a consumer; the modern player, scientifically thought and produced and concerned about selling his own image appropriately.
Football; media; Cultural Studies; social representation