52-80-Omaha: The Super Bowl's Play on Communication and Media Tactics

Oh say can you see! We're almost there, the weekend of weekends, the moment the (American, but who counts) UNIVERSE has been waiting for, the literal Super Bowl of sport events is finally upon us.

That one day of the year when Americans decide that watching a four-hour broadcast for 11 minutes of actual gameplay is a perfectly reasonable exchange. It's the day when hardcore fans and those who think a touchdown involves an airplane come together, united by snacks and the shared experience of screaming at inanimate objects. And what's not to love? It's an event that gloriously celebrates excess in every form—sports, entertainment, and let's not forget, advertising.

The Game Itself: An Exercise in National Unity (Or Is It?)

The Super Bowl, at its heart, isn't just a game; it's an annual pilgrimage for the American (well not only, but mostly) soul, a time when millions gather around their modern altars (read: flat screens. Right, Doug?) to worship at the temple of commercialized athleticism. Here, the battle on the field is matched only by the battle in the kitchen over the last piece of pizza. It's where heroes are made, legends are born, and the collective American spirit is either buoyed by victory or sunk by defeat, all within the confines of four quarters that somehow stretch into an eternity.

And yet, for all its grandeur, the actual football playing is but a fraction of the event. It's the pauses, the replays, the strategic timeouts, and yes, the ads, that fill the airtime, making us wonder if we're here for the sport or the spectacle. It's a day when even the most clueless about football can scream at a missed pass with the fervor of a seasoned coach, proving that, if nothing else, the Super Bowl is a masterclass in instant expertise.

The Pregame Hype: More Than Just Warm-ups

Before the first whistle even blows, the Super Bowl's pregame show is an entity unto itself, featuring a lineup that could headline any music festival. This year, the NFL decided that mere mortals like Reba McEntire, Post Malone, and Andra Day should grace us with their renditions of patriotic anthems. McEntire’s national anthem is poised to remind us all of the heartland’s spirit, presumably inspiring even the most urbanite among us to consider a cowboy hat as a viable fashion choice.

Post Malone, with his "America the Beautiful," offers a modern twist, likely providing a moment of unity that makes everyone briefly forget the impending doom of double-dipping at the snack table. Andra Day’s "Lift Every Voice and Sing" promises a performance so powerful, it might just make the audience feel a tad guilty for the commercial bonanza that follows. It's a clever move by the NFL, ensuring every musical taste is catered to, from those who wear their patriotism on their sleeve to those who prefer their Americana with a side of introspection.

The Halftime Show: Where Musicians Play Second Fiddle to Athletes

Then there's the halftime show, a 30-minute concert that magically transforms football fans into pop aficionados. This year, Usher takes the stage, presumably because the NFL wants to remind us of the good old days of the early 2000s.

Ti?sto: Because Football Needed More EDM

The introduction of Ti?sto as the in-game DJ is perhaps the most innovative—or bewildering—choice. The blend of EDM with the grunts and tackles of football is a juxtaposition that’s so bizarre, it just might work. Or it might leave half the audience wondering if they accidentally switched channels to a Vegas pool (we have to say pool cause we're on LinkedIn and they might be a bit prude) party. Either way, Ti?sto spinning tracks during the game is a clear sign the NFL is aiming to keep the energy high, even if it means confusing the traditionalists who still think halftime shows should only feature marching bands.

Ads: Where Corporations Battle for Your Wallet

Moving on to the commercials, the Super Bowl's not-so-secret main event. This is where brands go to battle, armed with celebrities, special effects, and sometimes, a coherent message. The ads are less about the products and more about who can create the most memorable mini-narrative that will dominate Monday's (or Tuesday's 'cause who's gonna work the Monday after?) watercooler talk. It’s capitalism’s own variety show, a mix of sentimentality, slapstick, and the occasional existential crisis over whether you really do need that new gadget.

This year, prepare for an array of commercials that will leave you laughing, crying, or questioning your life choices—often all three within the span of a minute. It's a testament to the power of marketing, proving that with enough creativity (and budget), even the most mundane product can be transformed into the hero of its own epic tale.

Celebrity Cameos: Because We Can't Help Ourselves

The Super Bowl is also the Oscars red carpet of the sports world, where celebrity sightings are part of the spectacle. This year, the buzz around Taylor Swift and Travis Kelce adds an extra layer of intrigue, turning the event into a live episode of TMZ. It's a brilliant ploy, ensuring viewers are glued not just for the touchdowns but for the off-chance of catching a sideline reaction shot that will fuel gossip blogs for weeks to come.

Media and Communication Theories at Play

If you have read my posts before, you know what happens next. Let's get academic for a moment. The Super Bowl is a living, breathing case study in the Uses and Gratifications Theory. It satisfies our diverse needs—from the primal urge to belong to a tribe (cheering for a team - group communication anyone? in-groups/out-groups) to the desire for entertainment (halftime show) and the need for a good narrative (commercials and celebrity sightings). It's a testament to how media can serve multiple purposes, from information to emotional release.

Moreover, the event is a masterclass in the Elaboration Likelihood Model of persuasion, particularly evident in its commercials. These ads cleverly navigate between the central route—providing logical arguments as to why you need that beer in your life—and the peripheral route, which is more about creating positive associations through humor, celebrities, and heartwarming stories.

We can also say that the event is a live demonstration of the Spiral of Silence Theory in action. Those whose teams are losing (or who couldn't care less about football) might find themselves quietly nodding along to avoid being the odd one out in a room full of enthusiasts.

Moreover, the Cultivation Theory suggests that the Super Bowl, with its grandiose display of American (in this case American stands for melting pot though btw) culture, might just shape our perceptions of reality. Between the hyper-commercialism, the glorification of athleticism, and the seamless integration of entertainment, the event cultivates a unique narrative—one that’s as compelling as it is critique-worthy.

Let's be honest: It's an Unabashed Celebration of Everything and Nothing

In wrapping up, Super Bowl LVIII is not just a game. It’s a cultural juggernaut that manages to be both a mirror and a mealier of modern society. It’s where sports, music, and marketing collide in a celebration of excess, unity, and the art of the spectacle. Whether you’re there for the football, the halftime show, the ads, or just the snacks, one thing is clear: the Super Bowl remains one of the few events that can command the attention of a nation divided by everything else, if only for a few hours.

So, as we gear up for this annual extravaganza, let’s appreciate it for what it is: a testament to human ingenuity, a showcase of talent (and a reflection of our collective desires for entertainment, competition, and a bit of escapism). Whether you watch for the game itself, to catch a glimpse of your favorite celebrity, to critique the multimillion-dollar ads (to all students actually reading until the end, that's exactly what we'll do next week), or simply for the halftime show, the Super Bowl Sunday serves as a reminder of our shared cultures and idiosyncrasies. Amid the cheers, the groans, and the laughter, it's a day where we can all find something to enjoy, critique, and remember. So here's to the spectacle, the strategies, and the stories that will unfold. May they be as captivating and memorable as the anticipation leading up to the game. Let the games begin, and may the best team win—or at least, may the commercials be entertaining, and Usher be Usher!