Communitas/Corporatas Tensions in Organizational Rhetoric: Finding a Balance in Sports Public Relations

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.