Abstract
When reigning NBA Most Valuable Player, LeBron James announced that he was leaving the Cleveland Cavaliers to join the Miami Heat via free agency in a nationally televised special on 8 July 2010, it set off a firestorm of controversy throughout US sports journalism and popular culture. While the media criticised ESPN, the self-proclaimed ‘Worldwide Leader in Sports’, for its lack of journalistic integrity in the broadcasting of James’ announcement as a one-hour live special entitled The Decision, James himself was vilified in the press as ‘arrogant’, ‘selfish’ and ‘a traitor’. By taking LeBron James’ decision to join the Heat as a case study, this article proposes that James and ESPN are inextricably intertwined, for they operate under the same set of governing philosophies. Through analysis of their enmeshed relationship, alarming issues are raised regarding US sports journalism: the growing confusion regarding ethics, the spread of opportunism for profit and the media's imposition of nostalgic values on the modern athlete – values of which today's sportsman has little or no concept. As a result of this analysis, conclusions are drawn regarding the current inability of US sports journalism to police itself.
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