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The Public viewing of television is a relatively new and interesting social phenomenon.The public viewing of television is a very interesting social phenomenon with a completely different set of habits and intricacies than that of home viewing.In some ways it can be considered as a completely separate social phenomena of regular, home based, television viewing.The viewing norms associated with public television viewing are very complex, can vary from location to location and are under continuous change as technology advances.
While people watch TV in public they consciously and semiconsciously interact with both the television they are watching and the people around them.In attempting to describe the norms of public viewing in a particular environment, one must look at how the physical structure of the environment, the types of viewers present and the various social gratification goals of these viewers affects the norms.
The public viewing location looked at in this paper is the sports bar, perhaps one of the best example of public viewing.It's sole purpose over time has shifted from someplace to gather before and after games to show devotion to the local sports clubs to a public places devoted solely to viewing television with others.Perhaps no other public place has benefited as much, and exploited, advances in television viewing technology.
Today's average sports bar contains multiple television sets viewable from almost anywhere in the establishment along with giant screens to accommodate the viewing of the most popular events.The content of the programming shown has also changed dramatically recently, gone are the days of viewing whatever sports were broadcast locally. Sports bars now take advantage hundreds of available cable channels, use multiple satellite systems to get content from anywhere in the world and with the creation of specialty sports channels always have sports content anytime of day.
This relatively new setup has changed the physical structure of the setting to allow it to accommodate a much wider variety of viewers, extending beyond the traditional sports viewer.This has given sports bars a unique role in society, offering television viewing possibilities that would not otherwise be as accessible to the viewer at home.This creates a unique public television viewing environment that cannot be duplicated at home, at least not without considerable cost, with it's own unique set of norms and interactions.
The average sports bar is frequented by a unique collection of all different types of viewers, attempting to describe the norms of public viewing in this location is a complex task.One reason for this is the physical structure of the environment mentioned earlier.The whole environment is geared to cater to the widest group of viewers possible to maximize profits.Sports bars now show non sports television during daytimes and more recently have begun airing reality based TV shows alongside sports.
This physical structure along with secondary activities present in the bar setting, such as eating, drinking, games and socializing, makes it hard to easily describe the public viewing norms.Also, types of viewers are hard to define because they often fall into multiple categories, to make things worse viewing habits change as sport seasons change and progress.
Neatly categorizing all the viewing norms that exists in this environment that caters to a such broad spectrum of tastes is almost impossible, so instead this paper will describe a four broad types of viewers in this environment and the norms associated with them.There were many factors used in the classification of the four main types of viewer and norms associated with them, but this was done broadly enough using only sport viewing so that the groupings could be used to describe the norms of the majority public viewing taking place.
The first group of viewers identified in the norms of TV viewing in sports bars are the "sports fanatics".These people show the highest level of intensity and concentration while viewing television in sports bars.They usually situate themselves in a location that is the best possible vantage point for watching multiple sporting events at once.They tend not to waste time on a big screen with only one event, instead seeking out locations with multiple simulcast television content.
They religiously attend their favourite viewing locations on big game days, such as Monday night football, and spend large amounts of their free time and weekends there.They develop a regular schedule and pattern of viewing during each different sports season.They arrive early to get a good spot, the best possible in relation to games they have interest in, and stay until the last game of the evening, making a full days event out of it.
The average viewer is amazed by their capability to follow so many events at once, jumping from program to another during commercial breaks, between periods and intermissions without missing a thing.They will often comment on an important development in one game and before that event can be confirmed by the average viewer, they comment on another in a different game.Their ability to keep track and retain information from each game watched is also usually astonishing.
There tends to be two schools of interaction with the television being viewed with this type of viewer.On the one hand there is the school of quiet intense concentration, with only occasional comments directed towards the television in key situations, and then there is the vocal school of interaction with the television, where all developments are subjected to vocal outburst at any time either positively or negatively.
This group of viewer can also sometimes be recognized by their attire and belongings.They often sport a favourite or lucky piece of sports clothing such as an old hat or well worn shirt.Sometimes they are visually identifiable by an large number of pro line or over under tickets laid out in front of them.They may also have other useful articles such as newspapers that contain odds and lines, rosters and pitching rotations.
Their viewing habits and ability to retain knowledge from every game watched further adds to their incredible base of sports knowledge.They contain an amazing amount of information regarding obscure trivia and history.They will know everything from the regular season schedules, be up to date on standings, point races, player statuses, upcoming trade deadlines, pitching rotations.Amounts of information that the average person sees as excessive and pointless.
These characteristics play a role in the secondary activities they participate in while publicly viewing.They often have regular people to watch and discuss games with.They don't tend to socialize too far outside their regular viewing groups.A majority, not all, participate in wagers on the games to add to the viewing experience either through legal betting, locally organized pools, illegal bookies and most recently through accounts on offshore online betting services.
They are usually willing to lead and participate in discussion about past and currently viewed sports television.However the majority do not like to be challenged on the correctness of their stated sports knowledge or why they concentrate so much effort and resources on viewing sports television.
The majority of these types of viewers are males that range in age from their mid twenties to late fifties.The ethnic make up is mixed but is predominantly white.The social class and level of education vary from location to location but is mostly made up of blue collar workers with less education.
They get a wide variety of gratification from this type of viewing.It is an entertaining escape from tedious jobs for many, and it can creates a hobby out of their particular favourite TV content.This hobby keeps them occupied and protected from the reality of their current or future situations.For some it also fills a void in their life, extending from boyhood dreams of playing pro sports, it allows them to be a part of their favourite teams in their minds.It also offers an escape for some from their social context, ditching family and regular social circles for superstars and sports legends.
The second type of common viewer in this environment is the specific team or average sports fan.Similar in ways to the sports fanatic but only shows that level of devotion and participation to a few professional sports teams. Usually a life long choice extending back to their childhood, but with the advent of satellite TV people are now free to chose their own team.
Tend to not be worried about location and type viewing experience as long as they get to watch their team.Their pattern of viewing is much less intensive as the sports fanatics'.Does not need to frequent public places to follow their team(s) on television as much because they can get adequate coverage at home. They tend to venture out to support their teams only on important occasions or when friends share the same or competing sports affiliations.Will usually only stay for length of game of interest. This group also exhibits a lot of concentration while viewing the television but with a more defined purpose.Will interact directly with the TV, as with the sports fanatic, but will participate in other activities between breaks in play and commercials.
This type of viewer can sometimes also be identified by team clothing and articles.Sometimes will wear as much team clothing and colours as possible to show support for team on television.This group of viewers knowledge of their favourite television sports team is comparable to that of a fanatics but localized to their interests.
With their less intensive viewing schedule this group tends to participate in more secondary activities.As their outings to view their teams on TV are less frequent, usually spend more money on food and drink and make more of a social night outing of it.They are more willing to talk to other viewers in the environment and have more social interactions with others, especially with other fans their teams but this can also make them the target of others who do not share their choice in teams.
This group varies widely in everything from gender, race, education and social class.However, there does exist some teams with fans of more particular segments of society.The motives for public viewing is their preferred content, this provides gratification in entertainment, relaxation, excitement and allows them to escape their current reality for a time.It may also fill a social need to feel part of a team.Their social context is more spur of the moment then previous group, viewing with anyone else who shares interest in particular games; this can be family, friends, other fans in the bar or just associating with the team on TV.
The third type of viewer in this environment is the once in a while or big event viewer.Their viewing pattern is very different from both previous groups, only surfacing to participate when there is big important event or when everybody else is going to see that particular television event.They situate themselves wherever they can get a good view of the event, often displacing regulars, but usually in areas set up just for the special events.They occupy both good and bad viewing positions depending on the amount of effort they put into participating in the event.
Their public viewing is limited to only that event and their level of intensity of viewing that events varies.Most make in effort of taking in the event and participating as much as is possible directly with the television.The knowledge level of this group is less than that of the other two groups so there are less comments directed out loud towards the television, and are generally more cautious.Their knowledge is restricted to the amount that they are viewers in the home.They are very likely to participate in secondary activities as this a more one special social event than a regular viewing location.
They participate more socially than the other two groups, often coming in groups of friends just for the special event and carry out a wide range of conversations at all time during the event.Their viewing purposes are to fulfill an occasional viewing preference and to interact socially.The gratification they receive is purely entertainment, excitement and escape from day to day life.They tend to be people between the ages of twenty five and forty. Most with steady jobs that prevent them from spending lots of time viewing sports and fairly well off to afford the higher prices of the larger events such as boxing.
The fourth type of viewer is the observer, usually a friend or person pressured into coming with one of the previous types of viewer, this includes some closet fans.Their viewing tendencies are based on those who they accompanied but less focused on the television.They spend most of their time observing the people watching, following along, participating only when the situation arises.They may or may not normally watch that type of content regularly at home or in public so their knowledge of the content is limited.Usually knowing only a few of the names or lingo associated with a particular television show, but attempt to make use of there knowledge as often as possible.
They may try to participate in as many of the secondary activities as possible to get the most entertainment value they can.Some attempt to learn more about that type of program through conversation for future participation. Some are shy and do not want to expose their lack of knowledge of this genre and avoid being drawn into conversations, others make negative comments about the genre to disassociate themselves from it.
Their motivation in participating in public viewing is purely social, either in a need to participate and understand or fear of being left out.The gratification they receive is a bit of excitement, entertainment, a change from the ordinary and social participation.This type of participants makeup varies widely and can be almost anyone from a co-worker, a girlfriend, a family member or just a friend that does not share similar content preferences.
These are the main norms that I encountered in my observing of public viewing in a sports bar environment.Although these are extreme generalization of the types of viewers and norms associated with them it does a good job of covering a lot of sports bar viewing norms.Obviously some public sports viewers will disagree with my description of norms encountered, but there exist a lot of varying norms in public viewing that fall between different types of viewers norms and would be too lengthy to cover in a paper of this length.
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