The 2017 partnership between the National Football League (NFL) and Amazon Web Services (AWS) promises novel forms of cutting-edge real-time statistical analysis through the use of both radio frequency identification (RFID) chips and Amazon’s cloudbased machine learning and data-analytics tools. This use of RFID is heralded for its possibilities: for broadcasters, who are now capable of providing more thorough analysis; for fans, who can experience the game on a deeper analytical level using the NFL’s Next Gen Stats; and for coaches, who can capitalize on data-driven pattern recognition to gain a statistical edge over their competitors in real-time. In this paper, we respond to calls for further examination of the discursive positionings of RFID and big data technologies (Frith 2015; Kitchin and Dodge 2011). Specifically, this synthesis of RFID and cloud computing infrastructure via corporate partnership provides an alternative discursive positioning of two technologies that are often part of asymmetrical relations of power (Andrejevic 2014). Consequently, it is critical to examine the efforts of Amazon and the NFL to normalize pervasive spatial data collection and analytics to a mass audience by presenting these surveillance technologies as helpful tools for accessing new forms of data-driven knowing and analysis.

中文翻译：

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欢迎来到新一代娱乐：Amazon Web Services和大数据分析和RFID跟踪的规范化

美国国家橄榄球联盟（NFL）和亚马逊网络服务（AWS）之间的2017年合作伙伴关系通过使用射频识别（RFID）芯片以及亚马逊基于云的机器学习和数据技术，保证了新颖形式的尖端实时统计分析。分析工具。RFID的使用预示着它的可能性：对于广播公司，他们现在能够提供更全面的分析；对于球迷，他们可以使用NFL的“下一代统计数据”在更深层次的分析水平上体验游戏；对于教练而言，他们可以利用数据驱动的模式识别来实时获得超越竞争对手的统计优势。在本文中，我们应要求进一步检查RFID和大数据技术的话语定位（Frith，2015年； Kitchin和Dodge，2011年）。特别，通过企业合作伙伴关系对RFID和云计算基础设施进行的这种综合提供了两种技术的替代话语定位，而这两种技术通常是非对称电源关系的一部分（Andrejevic 2014）。因此，至关重要的是，通过将这些监视技术作为访问新形式的数据驱动型知识和分析的有用工具，来研究亚马逊和NFL为普及大众空间数据收集和分析所付出的努力。