Abstract
Abstract: As a composite consumerism–entertainment phenomenon, the engaging atmosphere of NBC’s 2012 Super Bowl broadcast transcends pure athletic contexts. Thrilling affective intensity saturates the greater performance—integrating sports fandom, patriotism, brand loyalty, celebrity interest, and other compelling narratives—all framed by a pageant of global corporations pitching visions of universal consumerist prosperity. As a consequence, a variety of intra-appropriations between elements of spectacle and of the everyday serve to catalyse appealing instantiations of American socio-cultural identity. The present case study investigates the ways in which a multifaceted, permeating thrill enhances the broadcast event’s societal presence, while simultaneously reifying its cultural representations.
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