On Sunday, February 7, while you're gearing up for the Super Bowl, be sure to pay attention to the commercials. I don't mean the annual orgy of farting horses and dancing monkeys. No, this year promises something a little different. As CNNMoney.com reports:
"Focus on the Family, a Christian non-profit group, said it will air its first Super Bowl spot during the upcoming game.
The 30-second ad will feature Tim Tebow, a former quarterback with the University of Florida's Gators and 2007 winner of the Heisman Trophy, along with his mother Pam."
The ad is a "pro-life" message, based on Pam's experience of giving birth to Tim after doctors advised her to have an abortion (due to potential health complications). Between the Tebow family's deep and public faith and Focus on the Family's political activism, this is a relationship tailor-made for the anti-abortion movement.
It's also a troubling sign for broadcast television. You may recall that in 2004, CBS blocked two commercials from advocacy organizations. Ads from PETA (in favor of vegetarianism) and MoveOn.org (attacking then-president George W. Bush) were prohibited because CBS would not air commercials on "controversial issues of public importance." CBS spokesman Dana McClintock added, "We have a policy against accepting advocacy advertising."
Well, this year's Super Bowl airs on NBC [CORRECTION: CBS] and, evidently, they have no such policy. Look, it's a democratic culture and if they can pony up the $3 million for a spot, then Focus on the Family has the right to do so. But don't you wonder whether or not a comparably "liberal" organization would get the same air time? It might just be time for MoveOn.org to give football another try.
4 comments:
Abortion is an issue that has just cropped up in Friday Night Lights as well. Have you seen the new season?
I just read somewhare (and then checked it on other sources, including CBS' own site) that the Superbowl is on CBS, not NBC, this year.
Beyond noting that, though, I think this makes your commentary even more significant. We don't have to speculate on what NBC would do. We have record of what you've noted with CBS blocking advocacy commercials before. Why would the policy suddenly be different for this Super Bowl? I'm sure there are those who would argue something about consistency with the generalities of the NFL audience--that that audience would be much more put off by the PETA and MoveOn ads than this Tebow one. However, I'd have to think that there is a significant degree of constitution going on in that audience. If that is the case, to what extent has that NFL audience been rhetorically constructed and constituted by the NFL, media coverage, etc.? There are plenty of pro-choice football fans, as there are plenty of football fans who, like me, are vegetarians, and/or who support PETA to varying degrees (Michael Strahan and Tony Gonzalez, for instance, have both done PETA ads). Yet, why, if my assertion is correct, would the NFL audience be constructed in opposition to these things?
Haven't seen season 4 yet, Korryn. Coincidentally, Ray and I are finishing an essay about FNL, but it only accounts for seasons 1-3.
Ray, I can't believe I messed up the network. Thanks for clarifying and, yes, I think it does strengthen the point.
Your point is well taken. It's not about the actual people who constitute an NFL audience; it's about the rhetorical constitution of a mythical audience--one that will eat up Tebow's moralizing yet discredit PETA for "politicizing" the Super Bowl!
Season 4 is quite good. Interested in seeing it before it hits NBC? I have them all on our computer version of a DVR. Just let me know.
Have the two of you read CBS's response to the fervor? Just read this from espn and I find the comment about "appropriate for air" interesting. And based on Ray's comment can't help but piggyback of this idea of constitution and wonder what that audience looks/sounds like to CBS and the NFL. Or is it an instance of sliding definitions of appropriateness that will be exposed? I also question Tebow's notion that he has somehow been "convicted" of his view on abortion and ask who has taken him to task or criticized him because of it? Can't say I have ever read it and contradicts what I view as a media worship of him and his ideals/values, i.e. Christian ethic. And I wonder whether or not a women's group coming out against the ad will only further the preservation of the constituted audience the NFL and in turn CBS wants as well. Hmm...think my comment needed to be a bit more thought out in advance rather than a riff. :)
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