Abstract
NFL Brazilian broadcasts is distinguished by the interaction of fans through social media. By reverberating television content in another media, they establish the phenomenon of Social TV. The research pursues to respond how Brazilian viewers enjoy the NFL through Social TV. For this purpose, we performed a netnography based on three league seasons, through 2016 to 2019. Results reveal Brazilian viewers enjoy the NFL through Social TV because it propitiates them to participate in the broadcasting, what becomes more important than the games itself. Based on this, we argue that NFL fans and ESPN channels co-prosume a simulation turned possible due to the current mediatized world.
Highlights
The entertainment capacity of the sports has provided them a constant growth of interest
The relationship between the audience and the television channel team can alter the games enjoyment. It because the Brazilian ESPN use social media as a means of interaction with its viewers and go after their involvement with the transmitted media text. This category points out how the Brazilian audience relates to the local channels of ESPN from the way the National Football League (NFL) is broadcasted in the country
In the digital age the conducting of content presentation to the audience has been significantly changed (Turner, 2007; Thompson et al, 2015), turning social media one a main way of interaction between viewers, what potentializes their participation on broadcasting (Ducheneaut et al, 2008)
Summary
The entertainment capacity of the sports has provided them a constant growth of interest. There are works that demonstrate the strength that social media have for the buildup of a brand or consumer culture, such as Parmentier and Fischer (2015) on the repercussion of the American Next Top Model, and Armstrong, Delia and Giardina (2014) on and the formation of a National Hockey League (NHL) team Those works do not show the impact of social media on worldwide television content, as well as the importance of local broadcasting in making viewers become fans. Thence, are emblematic for participatory culture, as it betokens how its users, by appropriating available digital technology, reconfigure the way they relate, with effect on content producers (Jenkins, 2006) This is because these platforms have established their popularity based on the ability of hosting content derived from the participation of their users. It is only possible because of the continued availability of content, its relevance to different audiences, and the portability that allows content to move between different platforms
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