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Recontextualizing racism and segregation by ways of "cozification" in a TV sports broadcast
Örebro University, School of Humanities, Education and Social Sciences.ORCID iD: 0000-0001-8327-4231
2018 (English)In: Social Semiotics, ISSN 1035-0330, E-ISSN 1470-1219Article in journal, Editorial material (Refereed) Epub ahead of print
Abstract [en]

This paper qualitatively examines a Swedish case where a TV broadcaster takes it upon itself to confront discriminatory practices in sports by addressing issues of segregation and racism in relation to the practice of cross-country skiing in a seven-part series called Stephan, Gliding. It is argued that racism and segregation are addressed through processes of cozification of both form and content. This means that the producers use semiotic resources and strategies of narration that strip the subject matter of any threatening and confrontative components, and instead embed it within a cosy story frame that will not alienate those watching. At a denotative level, Stephan, Gliding tells the story of a beginner who takes on the challenge of skiing in the 90-kilometre cross-country ski competition The Vasa Race. On an ideological level, the programme can be read critically as the narrative of a foreigner deciding to undertake the mission of his own integration into Swedish society by ways of learning to ski. It is argued that the existence of these simultaneous, competing discourses may be a better strategy to maintain a successful “communicative relationship” with audiences than to not address the topic at all.

Place, publisher, year, edition, pages
Routledge, 2018.
Keywords [en]
cozification, discourse, media sport, racism, recontextualization, semiotic resources
National Category
Media Studies
Research subject
Media and Communication Studies
Identifiers
URN: urn:nbn:se:oru:diva-63952DOI: 10.1080/10350330.2017.1421804OAI: oai:DiVA.org:oru-63952DiVA, id: diva2:1171811
Projects
Posttelevisionens praktiker: Att förnya TV och tidningar med hjälp av webb-TV
Funder
Riksbankens Jubileumsfond, P13-1106:1Available from: 2018-01-08 Created: 2018-01-08 Last updated: 2018-01-12Bibliographically approved

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Kroon, Åsa

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CiteExportLink to record
Permanent link

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Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf