Fifty Years of Super Bowl Commercials,Thirty-Two Years of Spectacular Consumption

Abstract

This article will explore the role and visibility of advertising during the Super Bowl over the years as a model for strategies of modern advertising and the resulting commercialization of US society. It uses the concepts of ‘spectacular consumption’ derived from Guy Debord and the ‘commodity audience’ from Dallas Smythe to frame the commercials’ cultural transformation and influence. The spectacular nature of Super Bowl commercials and the special commodity worth of its audience were not present in the early days of the event, but gained momentum with Super Bowl XVII and its airing of Apple’s ‘1984’ commercial that became mythologized in the advertising industry. After 1984, both the rising inflation-adjusted CPM (‘cost-per-thousand’) and the increased media coverage indicate an increased spectacularization. This also manifested in such phenomena as the influential, decades-long Doritos user-generated content contests and the Greatest Super Bowl Commercials TV specials, and was a forerunner of such post-millennial advertising strategies as branded entertainment and content marketing, all designed to integrate advertising as a legitimate form of entertainment culture and prevent the avoidance of advertising by audiences.     

‘The old days of amateurism are over’: the Samaranch revolution and the return of Olympic tennis

Tennis featured in every Olympics from 1896 to 1924, after which disagreements between the International Olympic Committee (IOC) and the International Lawn Tennis Federation (ILTF) on matters pertaining to organisational control and the amateur eligibility of players led to tennis being removed from the Olympic Games as a full-medal event until the 1988 Seoul Olympics. This paper traces the steps of the sport’s reinstatement, from when efforts commenced in the 1950s, setting this development in the contexts of: broader political movements, shifting IOC leadership, burgeoning commercialisation of Olympic sport, the concomitant push for professionalisation and the declining influence of amateur ideals within both the Olympic movement and international tennis. Under the leadership of the amateur stalwart Avery Brundage, the IOC stymied attempts to facilitate tennis’s re-entry, challenging both the ILTF on failing to deal with widespread ‘sham-amateur’ practices and the avaricious promoters luring amateur players toward the professional ranks. Brundage and the IOC also strongly condemned the move to ‘open’ tennis and an acceptance of full-blown professionalism. Only a change in leadership, firstly with Lord Killanin and then the progressive reformer Juan Antonio Samaranch, did the IOC recognise the value of tennis within the Olympic movement, which by then had itself become increasingly money-oriented.     

Managing Reform: Lessons from Urban High Schools

ABSTRACT

American high schools present an extremely difficult, nearly intractable setting for serious educational reform efforts. Yet such efforts can succeed. This article reports results from a survey of 179 urban comprehensive high schools that were successfully implementing change programs based on effective schools principles.

All schools encountered problems of implementation. Larger‐scale, instructionally‐oriented, and longer‐lasting programs induced more problems. Problems were only moderated, not eliminated, by good‐quality planning.

Given the problem‐richness of change efforts, the major determinant of successful implementation was good problem‐coping. It was made more likely by the presence of consensus (shared vision), support of key stakeholders in and out of the school, planning quality, external assistance, and administrative time spent. Case studies showed that the presence of an empowered change management group aided all these critical factors.

Schools with the most impact (defined as student outcomes, teacher improvement, and organizational improvement) had focused on teacher or organizational changes to begin with, coped with the inevitable problems well, had internal and external constituencies supporting the change effort, and sustained the work for a longer period of time (typically 4‐5 years).

The key variables appear to form a coherent causal network. Implications for change management are drawn.     

TALKING ABOUT OUR TROUBLES: USING VIDEO-BASED DIALOGUE TO BUILD PRESERVICE TEACHERS' PROFESSIONAL KNOWLEDGE

This study investigates the preservice teacher learning in the context of conversations about their field-based challenges. First, a review of the literature explores studies that highlight the role of evidence-based conversation as a mechanism to approach the inevitable problems faced by teachers in the classroom. The subsequent case study provides an analysis of how a group of preservice teachers approached a colleague's challenge through a structured conversation and used digital videotapes and artifacts to add specificity to their analysis. The study's implications suggest how constructive and critical conversations between prospective teachers can play an important role in their professional development.     

On Widening Participation in Higher Education Through Positive Discrimination

Notwithstanding an ongoing concern about the low representation of certain groups in higher education, there is reluctance on the part of politicians and policy makers to adopt positive discrimination as an appropriate means of widening participation. This article offers an account of the different objections to positive discrimination and, thereafter, clarifies and criticises the view that universities ought to select those applicants who are expected to be most successful as students. It distinguishes arguments from meritocracy, desert, respect, and productivity and shows how these arguments are compatible with the use of positive discrimination in higher education.     

Evaluation of evidence-based medicine search skills in the clinical years

The librarians of the Health Sciences Library worked with the director of the Primary Care Clerkship to reinforce the principles of Evidence-Based Medicine (EBM) searching, taught during the first two years of medical school, through an intensive workshop. The purpose of the program was to ensure that students apply EBM principles in a timely and effective manner in clinical situations. Working in teams led by a resident and librarian, students researched real cases and then evaluated the effectiveness of their approach to the problems. This paper outlines the rationale for the team approach, reviews the administration of a computer-based workshop, and discusses the evaluation process. Evaluation focused on both the current workshop and its implications for the informatics program presented to students during years one and two.