Reframing the National Football League [electronic resource] : an organizational analysis of the construction of a modern spectacle /
ABSTRACT: Popular and consumer cultures share a similar trajectory in the United States with spectacle and money being key ingredients in the construction of both. This is most apparent in the sports industry in America with billions of dollars in revenue generated every year. During the first half of the twentieth century sports like baseball and boxing commanded a significant amount of cultural and economic capital. It was not unheard of for sports teams, talented athletes and even a few select coaches to ascend to a legendary or even mythical status. The spectacle and revenue generating capacity of amateur and professional sports was considerable during this time, but it was not until the early 1960s that the true potential for an American sports was constructed. The introduction of television in the development of the National Football Leagues spectacle redefined what sports in the United States means to popular and consumer cultures.
School:University of South Florida
School Location:USA - Florida
Source Type:Master's Thesis
Keywords:focal organization mass media gatekeepers cultural product industry system oppositional text
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