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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 of Public Relations Research – Taylor & Francis
Published: May 6, 2008
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