A Method to March Madness? Institutional Logics and the 2006 National Collegiate Athletic Association Division I Men’S Basketball Tournament
Journal of Sport Management, 2008, 22, 677-700 © 2008 Human Kinetics, Inc. A Method to March Madness? Institutional Logics and the 2006 National Collegiate Athletic Association Division I Men’s Basketball Tournament Richard M. Southall University of North Carolina at Chapel Hill Mark S. Nagel University of South Carolina John M. Amis University of Memphis Crystal Southall University of Northern Colorado As the United States’ largest intercollegiate athletic event, the National Collegiate Athletic Association (NCAA) Division I men’s basketball tournament consistently generates high television ratings and attracts higher levels of advertising spending than the Super Bowl or the World Series. Given the limited analysis of the organiza- tional conditions that frame these broadcasts’ production, this study examines the impact of influential actors on the representation process. Using a mixed-method approach, this paper investigates production conditions and processes involved in producing a sample (n = 31) of NCAA Division I men’s basketball tournament broad- casts, examines the extent to which these broadcasts are consistent with the NCAA’s educational mission, and considers the dominant institutional logic that underpins their reproduction. In so doing, this analysis provides a critical examination of the 2006 NCAA Division I men’s basketball tournament broadcasts, and how such broad- casts constitute, and are constituted by, choices in television production structures and practices. Southall is with EXSS, University of North Carolina, Chapel Hill, NC. Nagel is with the Dept. of Sport and Entertainment Management, University of South Carolina, Columbia, SC. Amis is with the Dept. of Management, Fogelman College of Business & Economics, University of Memphis, Memphis, TN 38103.
[Show full text]