摘要：The paper investigates possibilities for studying sports TV broadcast within a theoretical framework coming from audiovisual theories, especially semiotics. Global strategies used by television to frame modern sport within its world are examined. The corpus includes eleven World Cup finals (1970-2010), which are analyzed synchronically and diachronically. As a result, it was possible (1) to systematize procedures that are repeated and form a code for broadcastings; (2) to limit the evolution of those codes; (3) to recognize the predominance of immersive, intervaled and fragmented narratives, and (4) to build a theoretical and methodological apparatus for further analysis.
关键词：Television. Mass media. Journalism. Sports;Televisión. Medios de comunicación de masas. Periodismo. Deportes;Televisão. Meios de comunicação de massa. Jornalismo. Esportes
