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Books > Reference & Interdisciplinary > Communication studies
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Communication and Contradiction in the NCAA - An Unlevel Playing Field (Paperback, New edition)
Loot Price: R1,095
Discovery Miles 10 950
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Communication and Contradiction in the NCAA - An Unlevel Playing Field (Paperback, New edition)
Series: Communication, Sport, and Society, 4
Expected to ship within 10 - 15 working days
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Communication and Contradiction in the NCAA: An Unlevel Playing
Field is a critical examination of the contradictory nature of the
NCAA, and how the inherent contradictions impact the communication
activities of its constituents, supporters, and challengers. At the
heart of the NCAA is the student-athlete, born out of an idealistic
collection of communal values that is often at odds with
institutional practices. The rhetorical negotiation of the
student-athlete's identity informs and confuses communication
practices on a number of levels, from interpersonal interactions to
organizational apologia. Because the student-athlete is critical to
maintaining the collegiate athletics orientation, the NCAA works
overtime in promoting, maintaining, and defending it in the face of
public scrutiny. The NCAA and its member institutions, like any
organization, are compelled to answer public accusations, often
working to defend inconsistent policies to an increasingly hostile
audience. In an effort to solidify its power, the NCAA uses public
discourse to maintain its position by establishing and enforcing
proper codes of conduct for participants, and rationalizing unfair
labor practices, athletics budgets, and rising tuition costs
designed to boost athletics. In response they often rely on
familiar rhetorical and organizational practices, such as branding,
mascots, and heroic stories of student-athletes, all of which come
with issues of their own. All of these communication phenomena,
from interpersonal support-seeking to organizational scapegoating,
are informed by the central student-athlete mythos. This puts the
NCAA at a contradictory crossroads as they work to reconcile
inconsistent practices and messages.
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