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Book Cover
Author Corr, Chris, author

Title Hyperprofessionalized and commodified : a case study examination of FBS bowl games and the utilization of football players as programmatic promotional material / Chris Corr, Richard M. Southall, Crystal Southall, Richard J. Hart
Published London : Human Kinetics, Inc., 2023


Description 1 online resource : illustrations
Series SAGE business cases
SAGE business cases
Summary Football Bowl Subdivision (FBS) football games are presented in a hypercommercialized manner by television broadcast networks through the targeted use of in-game graphics and corporatized content. While commercialized FBS football broadcast components have been analyzed within the frameworks of a hypercommercialized National Collegiate Athletic Association and media institutional logics, an analysis of commentator language has yet to be examined within the larger institutional field of FBS football broadcasts. Utilizing agenda setting and media framing as frameworks, this case study examined the manner in which commentators frame FBS football players as professionals in a hypercommercialized institutional setting. From a sample of 18 FBS bowl games during the 2019-20 season, discourse and thematic analysis reveal that commentators frame FBS football players in the context of their future professional opportunities (i.e., National Football League). The framing of FBS football players as professionals aligns with extant literature examining the broader institutional field of broadcast media and logics pervasive in the National Collegiate Athletic Association as an organization. The commodification of FBS football players as integral components to strategic programmatic content promoting future broadcast programming is discussed.Keywords: agenda setting, ESPN, Football Bowl Subdivision, media framing, institutional logics, commodification
Notes Description based on XML content
Subject Football players -- Economic aspects -- Case studies
Television broadcasting of sports -- Marketing -- Case studies
Form Electronic book
Author Southall, Richard M., author
Southall, Crystal, author
Hart, Richard J., author
ISBN 9781071946374