For the first time in Super Bowl history, two Latinas — Jennifer Lopez and Shakira — will be headlining the game’s halftime show. Given Miami’s largely Latino population and noting Shakira’s professional relationship with Roc Nation, the lineup is not only a reflection of the community, but also a sign of Jay-Z’s reach, a reason why the league controversially partnered with him last summer.
While the hoopla has generated a massive audience, it too has created a large collection of critics. For the first time in a long time, that latter group seems to have the NFL’s ear … or so league commissioner Roger Goodell would like them to believe. Worse than the tweets and the reviews, however, were the ratings. At 98.2 million viewers, the 2019 Super Bowl attracted its lowest audience in over a decade . We’ll never know whether the dip was the result of a low-scoring game, an underwhelming halftime presentation, growing dissatisfaction over the Kaepernick situation, a confluence of all three, or simply a coincidence.
The NFL once endured as an organization that seems immune to social pressures. But this year’s halftime show stands in stark contrast to last year’s widely disparaged production. “The work on race and representation within sociology isn’t about the impact on marketing, but on the viewer who doesn’t always see themselves represented in dominant culture, ” Andersen said.
Did everyone forget that BrunoMars did a SuperBowl halftime show and he’s Latino.
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