Masculinity: According to Foucault, Western history has been a process of refining the technology of the body to exact greater social control, to produce what he called the "docile body:" "a body is docile that may be subjected, used, transformed, and improved" (D&P, 136). Discipline replaced punishment not because it was more humane but because it was more efficient. Viewed this way, many of the images of athletes struggling through pain represent not simply images of freedom and achievement, but images of social control. Withstanding pain becomes an indicator of discipline . . . The seemingly heroic nature of this moment of transcendence could be a moment of extended social control in which the individual demonstrates that he/she is willing to sacrifice his/her body for the good of the society or the corporation that sponsors the team (Goldman and Papson, 161). This is illustrated well by the case of Ronaldo, who was allegedly "coerced into participating in the finals of the 1998 World Cup after suffering an epileptic seizure. The Brazilian team's commercial sponsorship by the Nike Corporation, to which his iconic presence was deemed central, required him in sickness as in health to assume his place in front of the cameras. For that descendant of slaves, the future suddenly began to look a lot like the past" (Gilroy, 348).