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This paper explores, maps, and critiques the commercial trends, opportunities, and strategies in the American sports media industries and the effects of economic pressures experienced by media workers. A behind-the-scenes, production-side study and analysis, the research draws heavily upon 42 hours of interviews with 57 professionals including journalists, broadcasters, marketers, and business people. It demonstrates how corporations and brands, eager to sponsor any space available and commercialize any cultural context, increasingly infiltrate and alter the structure of gameplay, the norms of journalistic representation, and the parameters of fan community.