Abstract
Through content analysis of sports media commentary focusing on the high-profile free agencies of NBA stars LeBron James and Kevin Durant, the author demonstrates how commercial sports media discourse responding to these critical exigencies strategically reinforces neoliberal ideology and parlays its disciplinary rhetoric into a derogatory ideological critique of James, Durant, and their contemporaries. The analysis demonstrates how media discourse surrounding James and Durant covertly but significantly reinforces cultural myths of rugged individualism, self-sufficiency, and competition as concomitant with success and self-worth while exalting idealized constructions of the prior generation of basketball icons, particularly Michael Jordan, whose mythic self-reliance is metonymic of an influx of nostalgic discourse which framed today’s players as constitutionally inferior to the stars of the 1980s and 1990s.
Sign-in/Register to access full text options 
Free) 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a call
