Bailey and Sage (1988) Values communicated by a sports event: the case of the Super Bowl

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Values communicated by a sports event: the case of the Super Bowl

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CONTRIBUTORS:

	Author:	Bailey, C. I.
	Author:	Sage, G. H. (University of Northern Colorado)

JOURNAL:

Journal of Sport Behavior (JSB), 11(3), 126 - 143.

YEAR:

1988

PUB TYPE:

Journal Article

SUBJECT(S):

football; Super-Bowl; values; television; achievement; individualism; ideology

DISCIPLINE:

No discipline assigned

HTTP:

https://secure.sportquest.com/su.cfm?articleno=229187&title=229187

LANGUAGE:

English

PUB ID:

103-343-353 (Last edited on 2003/09/07 22:06:03 GMT-6)

SPONSOR(S):

ABSTRACT:
The role of television in the production and distribution of knowledge about a sports event is the focus of this study. A content analysis of the sportscasters commentary during a Super Bowl football game was made. The unit of analysis for the content was anything that would stand by itself - that communicated and had meaning. The total program content was divided into three general categories. In the Descriptive: Evaluative category, 71% of the total comments were Descriptive and 29% of the total comments were Evaluative. In the Individual: Group category, 35% of the total comments were Group oriented and 65% of the total comments were Individual. In the analysis of the interaction of the four categories, the predominance of the Descriptive and Individual comments was quite evident. In the Essential: Supplemental category, 19% of the comments were classified as Essential information while 81% of the total comments were classified as Supplemental information. The content analysis of the statements by the sportscasters shows that the dominant values communicated are those of individualism and achievement. It is argued that the salience of the sportscasters specific comments provides a vehicle for value transmission. Herein is strong support for the perpetuation of ideology through the meaning inherent in a cultural practice - a televised sports event. Focuses on the role of television in the production and distribution of knowledge about a sports event. Analyzes the content of the sportscasters' commentary during a Super Bowl football game. The unit of analysis for the content is anything that will stand by itself: i.e. anything that communicates and has meaning. Divides the total program content into three general categories: Descriptive/Evaluative, Individual/Group, and Essential/Supplemental. Finds that in the Descriptive/Evaluative category, 71% of the total comments are descriptive and 29% are evaluative. In the Individual/Group category, of the total comments are group oriented and 65% are individual. In the Essential/Supplemental category, 19% of the comments are classified as essential information while 81% are classified as supplemental information. Analysis reveals that the dominant values communicated are those of individualism and achievement. Argues that the salience of the sportscasters' specific comments provides a vehicle for value transmission.

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