Från skogsbryn till masstart. Kommodifieringen av längdskidåkningens tv-sändningar från 1980-talet fram till 2015

Abstract

Emanating from theories on media and sport this study analyses two cross-country races from the 1980s and two from 2015. The study shows that the broadcasts have evolved into something that the spectators on the ground cannot, to the same degree, experience, including increased and more tangible use of graphics, a higher editing frequency, an increased amount of and more mobile cameras yielding more camera angles and positions, more possibilities of close-ups, pans and tracking shots and more special effects in shot. The broadcasts also show an increased focus on contact with viewers through the studio and social media, more interviews, an increased focus on the conflict in narration, and a greater presence of commercials in the broadcast emanating from the athletes. The study shows that a commodification of the television broadcasting of cross-country skiing has taken place by changing the broadcasts into a product as appealing as possible in order to sell it to the tv viewer and thereby increase the commercial value of the sport.