Abstract
With recent production innovations, such as super slo‐mo, digital‐editing, and advanced graphics, the Super Bowl on television has become a much more mediated experience for home viewers. This study examines network broadcast coverage of the 1969, 1978, 1987, and 1997 Super Bowls. Findings show an increase in the amount of visual‐aural mediation focused on that in turn reflects an emerging cultural imperative to identify sources of credit or responsibility for team victories (or blame for losses) for the audience. The measurable difference may also reflect the impact of corporate values and the commodification of professional sports and leisure cultural activity in the information society.
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