中文摘要：目的：本研究藉由分析美式足球超級盃電視轉播，進而探究轉播單位如何將球賽再現於觀眾眼前。方法：以2012年及2013年轉播畫面為研究對象，並採量化內容分析法進行研究。結果：不同轉播單位在景別、拍攝角度、攝影機運動以及畫面轉接方式上皆呈現顯著差異，但「跟隨鏡頭」及「卡接」同為兩屆轉播單位最依賴的攝影機運動及畫面轉接方式。不論是在單次達陣的鏡頭平均數量或達陣後立即慢動作重播畫面的平均數量上，兩屆轉播單位間均不具顯著差異。結論：轉播單位並未因為轉播同類型的賽事而採用完全一致的影像呈現方式。為增加賽事轉播的可看性，兩屆轉播單位運用不同的策略以製造感官效果。在拍攝達陣時，鏡頭多停留在四分衛及完成達陣者的身上，轉播單位不僅強調個人英雄主義，並為觀眾決定英雄的人選。轉播單位於再現超級盃賽事時，已賦予「真實」一個意義。

Purpose: The purpose of this study is to analyze the content of Super Bowl on the screen, and how the broadcasters had represented the 2012 and 2013 Super Bowl. Methods: Quantitative content analysis was used to pore over the visual images content of the Super Bowl. Results: Different broadcasters had various shooting distances, angles, movements and transforms, but the “following shot＂ and “cut＂ both were NBC and CBS most frequently used production techniques. There was no significant difference between two broadcasters in the average number of shots for one touch down and the right after re-play slow motion. Conclusion: Although NBC and CBS both were the broadcasting partners of Super Bowl, each broadcaster had his own shooting strategies. When shooting the touch down, more attentions were paid to the quarterback and the player who gained the score. The broadcasters not only emphasized individual heroism in the field but also decided who will be the hero for the audiences.