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Hans C. Schmidt

Times with 8.07% ( n  = 13), and the Los Angeles Times with 7.69% ( n  = 8). Of television programs, ESPN’s Outside the Lines was the leader, with 51.16% ( n  = 72.06 min) of its programming time being devoted to social or political issues. This show was followed by Around the Horn , with 23

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Gina Daddario

Approached from a feminist perspective, this article draws from genre criticism which argues that gender can be inscribed in television programming. Specifically, it examines how NBC adopted characteristics of feminine narrative form in its coverage of the 1992 Summer Olympic Games. I examine NBC’s use of rhetorical constructions, such as pretaped video profiles and personal interviews, to represent the Olympic Games and suggest that parallels exist between soap operas and Olympic programming, thereby attracting a female-inclusive audience.

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Branden Buehler

the approaches that networks have taken in replacing their live event coverage in the wake of coronavirus, rather than being completely novel, instead represent relatively familiar programming strategies. An Abbreviated History of Alternative Programming Alternative sports television programming has a

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Mark Norman

Drawing upon data collected during the Canadian Broadcasting Corporation’s 2011 Hockey Day in Canada broadcast, this paper examines how users of Twitter variously reproduced or contested this mediated television program. Three emergent themes from these data are discussed: the sociocultural importance of hockey to Canadians; the corporate sponsorship of Hockey Day in Canada; and the role of controversial commentator Don Cherry on the Canadian public broadcaster. These data suggest that new media can be a site for collective discussion on important sociopolitical issues, a conclusion that is discussed with reference to Scherer and Whitson’s (2009) argument that access to hockey broadcasts is a component of Canadian cultural citizenship; and Jenkins’ (2006a; 2006b) research on access to and participation in new media cultures.

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Roger Cooper and Tang Tang

The 2012 Super Bowl was the most-watched television program in U.S. history and represented a wide-scale expansion to online and digital environments. This case study examined the role of gender in explanations for viewing the Super Bowl and for simultaneous media uses during the game. Results indicate that both men and women still relied on the traditional television for Super Bowl viewing. Newer media were used as a second-screen experience to complement the telecast or to gain additional information and social interaction. Gender differences underlie explanations for watching the Super Bowl on television and for simultaneous media uses. Findings suggest that women engaged with nonfootball elements that propel the Super Bowl from a sporting event to a societal event, whereas men indicated stronger interests in the game itself.

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Norm O’Reilly, Mark Lyberger, Larry McCarthy, Benoît Séguin and John Nadeau

Mega-special-event properties (sponsees) have the ability to attain significant resources through sponsorship by offering exclusive promotional opportunities that target sizeable consumer markets and attract sponsors. The Super Bowl, one of the most watched television programs in the world, was selected as the mega-special-event for this study as it provides a rare environment where a portion of the television audience tunes in specifically for the purpose of watching new and entertaining commercials. A longitudinal analysis of consumer opinion related to the 1998, 2000, 2002, 2004, and 2006 Super Bowls provides empirical evidence that questions the ability of Super Bowl sponsorship to influence the sales of sponsor offerings. Results pertaining to consumers’ intent to purchase sponsors’ products—one of the most sought after metrics in relating sponsorship effectiveness to sales—demonstrate that levels of intent-to-purchase inspired by sponsorship of the Super Bowl is relatively low and, most importantly, that increases are not being achieved over time. These findings have implications for both mega-sponsees and their sponsors as well as media enterprise diffusing mega-special-events.

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Monique Potvin Kent and Clive Velkers

play during television programs favored by children, looking at whether the volume of this advertising has changed over time. This study also seeks to determine whether this form of advertising more frequently targets males or females. It was hypothesized that the volume of toy and game advertisements

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Shannon S. Block, Trevor R. Tooley, Matthew R. Nagy, Molly P. O’Sullivan, Leah E. Robinson, Natalie Colabianchi and Rebecca E. Hasson

period. Throughout the remainder of the condition day, participants engaged in a standardized set of common sedentary activities including watching videos and television programming, engaging in table activities, and playing board games. All participants engaged in all 3 sedentary activities: watching

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Rhys J. Thurston

common replacement for those few minutes of watching television advertisements is phone surfing. Once the advertisements commence viewers’ attention quickly shifts from the television to their phone and reengagement in the television program is often only completed once the advertisements are finalized

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Nicholas P. Davidson, James Du and Michael D. Giardina

able to maintain a consistent social media presence by tying their television content to social media content and vice versa, as evident by fan Twitter discussions often being centered around the two companies’ television programming. Future studies may inquire into the sentiments of consumers on other