Football on television: technological evolution and entertainment language

The first broadcast of a World Cup footballon television, to Brazil was in 1970, via Embratel. Before that, the people followed the games of the Brazilian team on the radio. Gradually, the owners of television networks realized that football could generate good financial results, with the exposing of advertisements during the broadcasts, similar to what was already done on the radio. Thus, the television, focused on the growth of audience and number of advertisers, covered football with a language of entertainment. The narration of the matches, in which the figure of the narrator is more like that of an entertainer, and improvement of the transmission technologies that improve the image quality every day, take away from football the characteristic of being just a sport to occupy the place of an entertainment. In this context, the sport becomes an article of purchase and sale. The purpose of this study is to demonstrate how this entertainment language was made up on Brazilian television, based on the broadcast sports, especially football, and like the television, which represented a technological leapin the country over the radio, assumed of the sport, country’s most popular as a commodity, interfering with the dynamics of Brazilian society. Finally, an attempt to understand how the researches that allow a technological development change behaviors and vice versa, that is, how the demands of society lead to a race to develop new technologies.