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Communitas/Corporatas Tensions in Organizational Rhetoric: Finding a Balance in Sports Public Relations

Communitas/Corporatas Tensions in Organizational Rhetoric: Finding a Balance in Sports Public... Sports public relations always serves two masters—both corporatas and communitas. In this article, a close textual analysis of the National Collegiate Athletic Association's (NCAA's) Stay in Bounds community relations program reveals that the NCAA is both a defender of amateur, communitas values, and a participant in professionalized, corporatas organizational rhetoric. This article offers a typology of the specific competing commitments of communitas and corporatas in sports rhetoric and argues that all sports rhetoric, from little league to big league, must negotiate with publics a balance between these extremes. This article is derived from an M.A. thesis written by Melissa Stahley and advised by Josh Boyd. An earlier version of the article was presented at the National Communication Association convention, Chicago, November 13, 2004. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Public Relations Research Taylor & Francis

Communitas/Corporatas Tensions in Organizational Rhetoric: Finding a Balance in Sports Public Relations

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Communitas/Corporatas Tensions in Organizational Rhetoric: Finding a Balance in Sports Public Relations

Abstract

Sports public relations always serves two masters—both corporatas and communitas. In this article, a close textual analysis of the National Collegiate Athletic Association's (NCAA's) Stay in Bounds community relations program reveals that the NCAA is both a defender of amateur, communitas values, and a participant in professionalized, corporatas organizational rhetoric. This article offers a typology of the specific competing commitments of communitas and corporatas in sports...
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Publisher
Taylor & Francis
Copyright
Copyright Taylor & Francis Group, LLC
ISSN
1532-754X
eISSN
1062-726X
DOI
10.1080/10627260801962707
Publisher site
See Article on Publisher Site

Abstract

Sports public relations always serves two masters—both corporatas and communitas. In this article, a close textual analysis of the National Collegiate Athletic Association's (NCAA's) Stay in Bounds community relations program reveals that the NCAA is both a defender of amateur, communitas values, and a participant in professionalized, corporatas organizational rhetoric. This article offers a typology of the specific competing commitments of communitas and corporatas in sports rhetoric and argues that all sports rhetoric, from little league to big league, must negotiate with publics a balance between these extremes. This article is derived from an M.A. thesis written by Melissa Stahley and advised by Josh Boyd. An earlier version of the article was presented at the National Communication Association convention, Chicago, November 13, 2004.

Journal

Journal of Public Relations Research – Taylor & Francis

Published: May 6, 2008

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