Question #1: Step-by-step analysis of mediated sport
“Magazines are different from other forms of media in their ‘exceptional’ capacity to shape social life” (Kennedy & Hills, 2009 p. 96 para.3). This statement encapsulates the drive and focus of magazine media; by focusing on the current issues to help form the values, norms and beliefs of the readers. Sports Illustrated (SI) had a feature story dealing with the mystery surrounding the star running back for the Denver Broncos, Knowshon Moreno (KM), and his crying on the sideline during a game against the Kansas City Chiefs. The cover of this issue asked the reader to interpret the issue in a certain way.
Step 1: Selecting the case ...view middle of the document...
The title line is ‘BCS Thriller: How the ‘Noles Toppled the SEC’ with the words ‘BCS Thriller and ‘Noles’ and the author in bold.
Along the left side of the cover lies the feature story. Above the feature title lays a black box with the words ‘The NFL Playoffs’. Below the box the feature title reads ‘Knowshon Moreno The Truth Behind A Bronco’s Tears By Tim Layden’, KM and the authors name are in smaller font and a black color while the title is in larger block font with a white color. After the authors name lies a plus sign followed by the title ‘Scouting reports for all 8 teams by Andy Benut’, the phrase ‘scouting report for all’ was in the same smaller font as the author of the feature title and had a white color. The phrase ‘8 teams’ is in bold larger font and located in a black box with white font.
The colors used on the cover are the same colors as KM’s team the Denver Broncos. The Bronco orange is located as a back drop color while the blue on KM’s collar is the same color and location as the Bronco’s away jersey. The top 10% of the cover, where the Seminole story is has a gray backdrop instead of the Bronco orange.
Step 3: Make Links to Cultural Association
Starting with the feature story, it is the depiction of KM in both words and imagery that shows how the magazine was trying to depict the sport discourse. Sports is often seen as a way for men to gain masculinity and the men who don’t play sports are viewed as not being masculine (ZhiCheng, Gang, Yong, JianHua, JunXian, 2011). The cover touches on both the gender and masculinity discourse as it pertains to sports. There is a cultural association with crying that is tied to a female demeanor and that females should be the ones to cry randomly and not males (Lombardo, Cretser, Roesch, 2001). The depiction of KM is one of vulnerability and weakness. As Jacob Hayes (personal communication, 2014) stated the image is in the naturalist psychological style, which usually refers to a sense of openness and vulnerability; seeing the person or object at its core. SI no doubt changed the image to this style to create a sense of emotion that is often tied to this style of art. By using this image, of KM in a state of sadness, it played on the vulnerability discourse. Athletes are viewed as masculine specimens who are not to show vulnerable emotion let alone cry pre-game. The location signifier of the KM’s image was a close up of his face which signified intimacy (Kennedy & Hills, 2009). The idea of having a close up shot would appeal to the women readers but also signify that the player is not in a masculine or powerful state (Kennedy & Hills, 2009).
The title for the feature ‘The Truth Behind a Bronco’s Tears’...