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Embedded gambling promotion in Australian football broadcasts: An exploratory study

journal contribution
posted on 25.09.2018, 00:00 by L Milner, Nerilee HingNerilee Hing, P Vitartas, M Lamont
Governments, researchers and the public have raised concerns about extensive gambling promotions during televised sport, particularly in Australia. This study aims to quantify gambling promotions during selected football broadcasts and conduct a content and semiotic analysis of their components. Analysis reveals that gambling promotions constituted 2.5% of observed broadcast time. Embedded gambling promotions included logos, sponsored segments, displayed betting odds and extended betting commentary. Extensive plot placement potentially optimises promotions’ effectiveness, while their personal relevance, empathy, information and congruence align well with young male target audiences for football and sports betting. Implications for public health and sport management are noted.

History

Volume

46

Issue

2

Start Page

177

End Page

198

Number of Pages

22

ISSN

1836-0645

Publisher

RMIT Publishing

Additional Rights

CC BY ND

Peer Reviewed

Yes

Open Access

Yes

External Author Affiliations

Southern Cross University

Era Eligible

Yes

Journal

Communication, Politics & Culture