AMERICAN FOOTBALL

Do you know who is Nick Hornby? As the author of a novel under the title Fever in the stands, soccer has drawn material for fiction and has not done any other writer to write a great story. It is of course an expert in this sport, so his views on it have some authority. Asked about his feelings for the signing of Cristiano Ronaldo has claimed that "this transfer is very bad taste in the middle of the global crisis," but not before recognizing that it is "the best player in the world." Many people agree with this view of Hornby. The digital surveys conducted last week to seek the view of the Internet were all daunting: convincing majorities differ from the economic terms of that by signing galactic Florentino Perez. See this newspaper. It happens that with the purchase of Ronaldo from Real Madrid for an amount greater than ninety million (including previous sixty Kaká), football, already a business, has become directly into a show business industry . The nine test is that last Friday the three newspapers in the economic role of devoted more space in their covers and extensive information on the operation of the white club. Expanding the matter deserved Chronic on page 7 to five columns, five days he spent two comments on the back, The Economist and gave the whole page 37 of its edition of Friday, including five columns and the opening section of Management . Of course, he was carried in newspapers of general information (the world edition opened with the news) and news audiovisual world uprooted half the stratospheric signing. Digital newspapers, most versatile and fast-offered a few hours the pulse of social opinion on the operation and an avalanche of comments and views of readers. Ronaldo will be a spending-in fact, a huge waste if an injury or a personal or family maladjustment, we fall below expectations. Will be an investment-and forget football as a sport more if the stadiums are filled to see if the boxes that the Real Madrid set to become a rental lease with an increase in their prices if the market that aims to reach the Portuguese bar calculated if the audiovisual rights increase income of the club, whether the advertising, whose profits would be shared with the entity, are abundant and if the targets are able to own Ronaldo, Kaká with, and perhaps others, reaching the highest levels in national and international competitions. The fine line between spending and investment The gap between spending and investment, where everything depends on the responsiveness of a human being, ie it is not a machine, may be minimal. Florentino Perez has played it because it is not just how much money it has cost the club the Portuguese player, who is also match that price expectations which in times of crisis are increased so that the operation is not considered as a impudicia, ie a lack of modesty or shame, that in those terms as defined lewd Dictionary of the Royal Spanish Academy. Perez has committed an avoidable error in reporting this filing has failed to put into context, that is what the American professor, George Lakoff, called "frameworks of understanding." Simply dropped the bombshell not accompany the description of objectives, and expectations to measure. Lo, that is more a society has irritated more than four million unemployed, whose small and medium enterprises face enormous problems in obtaining credit and household consumption retracts by distrust in the future. The names with which the president of FC Barcelona, Joan Laporta, has disqualified the signing of Ronaldo, it was a behavior "imperialist" and "arrogant" he said, although they are opportunistic, hit well in public opinion that, inside The former is a player who is twenty-four years had paid as much as the annual budget of the Prado, the National Library ... and other cultural institutions. A strong bet in difficult times that many consider "obscene" (sic), perhaps without understanding that after soccer, and long before that football is the social power (and politics) of their leaders, the returns derived from their visibility public and management of collective emotions of great social potential. Ie, while some talk of sport and football, others refer to an industry and a certain power. Language and perceptions that are not connected or coupled. Just knowing what we are talking about good-money-and influence can be seen that expenditure ¿?, Investment ... that many may seem a impudicia. I am on the side of Hornby novelist: it is simply "very poor taste amid the global crisis." Efficiency and aesthetics do not always go hand in hand, especially when the story of the signing of communication lacks the epic flight of the big events.