Masking corporatas with communitas rhetoric: How the National Football League influences fans through their public messages

Abstract

This study examines the National Football League's (NFL) complex communication strategies, focusing on how teams navigate the tension between two opposing rhetorical frameworks: corporatas and communitas. Corporatas, characterized by competition, hierarchy, and profitability, contrasts with communitas, which emphasizes community, equality, and shared passion (Boyd & Stahley, 2008). By analyzing press releases and social media posts—specifically, those addressing player trades, releases, and promotions—this research explores how NFL teams balance these competing discourses to maintain fan engagement while upholding their corporate interests. This study employs a rhetorical analysis of NFL team communications to examine how organizations craft messages that address business imperatives and fan engagement. Social media platforms and team press releases provide teams with a direct means of engaging audiences to balance professionalism, transparency, and fan loyalty. The analysis highlights the rhetorical strategies teams employ to reinforce brand identity, manage public perception, and navigate sports communication in the digital era. The findings enhance understanding of how professional sports organizations merge corporate identity with community messaging. By showing the relationship between corporatas and communitas, this research provides insights into fan engagement and organizational expectations in professional sports. Ultimately, it emphasizes the balance NFL teams need to maintain for competitive success and strong emotional ties with fans.