Meaning Negotiations on the Imperatives of Hegemonic Masculinity in NFL Virility Discourses in the Media Consumption of Sport
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Abstract
From the assumption that media coverage of American football is historically articulated by imperatives of hegemonic masculinity, the objective of this article is to analyze some media sport consumption convocation based on discourses of other gender performativity’s inclusion, from the examination of the interdiscursive processes that legitimize these productions. We will investigate how new gender assemblages dialogue with hypermasculinity in last decade productions, based on the crossing of circulating discourses and their meanings negotiations. For analysis, we selected the Super Bowl LII commercial called “Touchdown Celebrations to Come” and media representations of players who publicly claim to have interests, lifestyles, or hobbies not tied to hegemonic masculinity in sport.
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