As one of the world's most recognizable athletes, Cleveland Cavaliers superstar LeBron James is emblematic of the modern athlete-activist; as such, it is important to understand how the media frame him in the context of a controversial issue. In recent years, he has used it to quietly support the Black Lives Matter movement. In 2014, 12-year-old Tamir Rice was killed by police on a Cleveland playground, just miles from where the Cavaliers play and just north of James's hometown of Akron. James declined to comment on the case, and a Twitter campaign-#NoJusticeNoLeBronattempted to force his hand. This article examines the role of James as an athleteactivist, identifying four frames embedded in content around James and the Black Lives Matter movement: Brand LeBron; Established Voice, Higher Expectations; Attention, Not Aggression; and Community Versus Protest. We found James is cautious and deliberate in his activism, moderating a message of consideration rather than revolution, contextualized by his brand and ambitions.
England’s Barclays Premier League is one of the most successful and widereaching sporting organizations in the world, attracting the best football players and managers from around the world as well as a global audience. Since its formation in 1992, the Premier League has focused on commercial success for both the League and its constituent clubs. This emphasis has brought tremendous change to English football as a whole. This case study analysis seeks to understand the perceptions and experiences of sports reporters tasked with covering these Premier League sides. These football journalists describe limited access brought on by the clubs’ decisions to emphasize global brands and manage their own branded content through club-run websites and material. Respondents also perceive this limited access is exacerbated by increased multiculturalism and a growing culture of suspicion that widens the gulfs between teams and the reporters who cover them.
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