LeBron James exposes how you view the world

When observing the treatment of LeBron James by journalists, fans and pundits during the 2011 playoffs and up until the final game I was puzzled. Like Peter MacNicol's character John Cage, in Allie McBeal, I'm "troubled" by the level of animosity expressed by media and basketball fans. Although it's been a few weeks since the NBA finals, the scrutiny of James still lingers, so I decided to add my own analysis.

In my observation of why fans and pundits are upset, three issues seem to serve as a catalyst for much of the fodder launched at James:

1) The Decision

2) James's statements or actions during the Playoffs and Finals; and

3) LeBron James joining the Miami Heat

Yes, LeBron James held a 'quasi' press conference/talk show, The Decision, designed to announce his choice on whether he would remain or stay in Cleveland. He chose the Heat. Yes, he along with Chris Bosh negotiated deals to play for the Miami Heat, while honestly stating their intentions to win a championship. Yes, his answers to questions posed in interviews and his style of play during the NBA series made headlines.

Yet, none of his actions regarding the three issues outlined above have violated any laws or rules of the National Basketball Association. Whether he violated an unwritten ethical or moral code is debatable.

Nevertheless, it can be argued that James is one of the most reviled athletes on the planet if judged by the coverage of certain news organizations and actions taken by people of influence. For instance, the Governor of Ohio, John Kasick, declared the Dallas Maverick team as honorary Ohioans and issued a statement that read:

Whereas, NBA Finals MVP Dirk Nowitzki chose to re-sign with the Dallas Mavericks in the Summer of 2010, foregoing free agency and keeping his talents in Dallas, thus remaining loyal to the team, city and fans for whom he played an entire career.

The governor lobbed an indirect, but well intended, barb at LeBron James using his governmental pulpit to insert his ideology into sports.

The Class A affiliate to the Chicago Cubs, The Peoria Chiefs, took LeBron bashing a step further and announced plans for a "Replica LeBron 2011 Rings" Night. Their press release states:

One lucky fan will win a replica of James' 2011 Finals MVP Award, which he earned with his clutch fourth quarter play. Fans will also have the opportunity to learn how to perform the Heimlich to prevent themselves or their colleagues from choking in a big situation.

Elizabeth Merrill described the hostile atmosphere in Cleveland by highlighting a local bar in her ESPN article Cleveland toasts LeBron Losing. Merill writes:

There's a little black splotch outside the back door... It looks like an oil stain, but Jimmy Myers stops and points to it as if it's a historical marker. This...is the infamous spot where LeBron James jerseys were burned. The scorch mark has withstood 11 months of snow, heat, cigarette butts and spit.

John Posnanski of Sports Illustrated, although disagreeing with 'over the top' actions of fans still wrote an article titled, The Case for Rooting Against LeBron:

I actually think both of my emotions - being exasperated by those who hate LeBron James AND being exasperated by those who lecture us all about hating LeBron James - come from the same place...This stuff isn't REAL. Oh, the sports themselves are real, or at least we hope so. The results are real, or at least we hope so. But everything else, no, I don't think so. Sports are in so many ways a make-believe world just like all the other make-believe-worlds in our lives.

I would post some of the negative statements written by commenters to articles and blog posts across the web, but in my estimation they are not appropriate to express in this forum.

Causes

So what are some of the root causes behind the vitriol expressed toward LeBron James. I assert that much of the vehemence is due to how people choose to interpret James and his actions.

In the field of communication there is a theory that deals with how people deal, absorb, process and use information. It is called Selective Processes. The theory states that individuals process information through:

Selective Perception

Selective Exposure; and

Selective Retention

It is my contention that this theory can be applied to feelings about James and can explain some of the unusual levels of negativity being expressed toward the NBA basketball player.

Selective Perception

James's naysayers and supporters each believe they are right, but what are they choosing to experience when it comes to James? Selective Perception deals with different ways individuals filter an event and what point of view are they processing the information from. When it comes to LeBron James a multitude of factors influence how he is viewed. One of those factors is his departure from the Cleveland Cavaliers, which is labeled "The Decision." As far as "The Decision" is concerned, it has been well publicized that pundits and fans considered the ESPN broadcast to be in poor taste and that he should have issued the news in a less 'ostentatious' fashion.

However, it may be less well known that all of the proceeds from the advertisements packed into "The Decision" went to charity. According to Matt Rocheleau, of the Christian Science Monitor, over $2.5 million dollars was donated to the Boys and Girls Club of America (BGCA) as a result of that show. Rocheleau cites that one of the Vice Presidents of the BGCA, Frank Sanchez, claims that, "You can't monetize having our logo splashed all over the place" on prime time TV, online, and on the front pages of morning newspapers. "What LeBron did for our brand was huge."

So what really happened? One camp largely views LeBron James's "The Decision" as self-serving aggrandizement. Another views his actions as helping children across the United States gain the ability to have a place where they can hang out in a safe environment, complete homework, play sports and participate in other nurturing activities. Who is right and who is wrong?

Selective Exposure

Selective Exposure is the idea that consumers of media are choosing material that is in line with their ideologies, principles and worldviews. It must have some perceived utility before they will be open to it. Using that definition as a guide, what are people who are seeking out stories and commenting on LeBron James choosing to digest?

What does their media diet consist of? Are they absorbing rants or diatribes or are they reading or listening to slightly more objective news reports? What is the agenda of those they allow to influence them? What are their friends and family members talking about? When it comes to LeBron James's statements, culled from interviews, are they searching to find out what questions he is being asked or are they just reading columns that eviscerate him and his responses? When people continue to visit a bar where patrons burned James's Cavalier jerseys in effigy in the parking lot the previous year, is it possible to be exposed to rationale thought?

Selective Retention

Selective Retention follows the same idea as Selective Exposure. It is the consumers of media tendency to remember details that serve their views of reality. Now, why James's shift to another team bothered so many outside the market involved is a discussion deserving its own independent analysis. But for those within the Cavaliers' market will he be remembered for the value he added and his volunteer work in Ohio and across the United States as highlighted below:

James' community outreach stretched across the U.S... In response to Hurricanes Katrina and Rita, James sent $200,000 in supplies to evacuees in Louisiana, Texas and Mississippi, donated 1,000 backpacks and school supplies to students in Akron and Cleveland, distributed basketballs to every recreation center in Akron and Cleveland and paid for the renovation of the Women's Health Center at Summa Health System. In addition to the work he does through his Foundation, James also participates in numerous programs with the Cavaliers and through the Make-A-Wish Foundation (NBA.com, 2006)

Or will he be remembered for his departure. Cleveland Cavalier owner Dan Gilbert's Open Letter to Cav's Fans is as good a representation as any of angst levied at James...

As you now know, our former hero, who grew up in the very region that he deserted this evening, is no longer a Cleveland Cavalier. This was announced with a several-day, narcissistic, self-promotional build-up culminating with a national TV special of his "decision" unlike anything ever "witnessed" in the history of sports and probably the history of entertainment...You simply don't deserve this kind of cowardly betrayal...Some people think they should go to heaven but NOT have to die to get there.

This shocking act of disloyalty from our homegrown "chosen one" sends the exact opposite lesson of what we would want our children to learn...But the good news is that this heartless and callous action can only serve as the antidote to the so-called "curse" on Cleveland, Ohio...The self-declared former "King" will be taking the "curse" with him down south. And until he does "right" by Cleveland and Ohio, James will unfortunately own this dreaded spell and bad karma.

To describe the two views above as wildly divergent would be an understatement. How could a man who could be viewed as the Alonzo Mourning of 'giving' in the NBA, who routinely reaches out to help sizeable groups in need (in the hundreds or thousands) also be described as a "coward," "cursed," "narcissistic," and "disloyal?"

Final Thoughts

What are people seeing when they view LeBron James? Do they see arrogance at its highest, evil in the flesh, an action hero, an athlete or a human being? Whatever category they place him in, why do they view him as such?

What type of media, ideas and people are his fans and detractors exposed to that govern and influence their views? Additionally, if people are receiving conflicting information concerning James, what are they allowing themselves to forget or unconsciously avoid altogether? And finally, are people seeking to be balanced towards James or are they allowing their biases to get the best of them and letting it control their actions?

Whichever way people lean, I argue that what they are truly 'seeing' is not LeBron James, but an image carefully crafted by them and those they allow in their circle. Further, the commentary and criticism directed toward James that is outside the bounds of good sportsmanship are more a reflection of a person's individual biases and social influences rather than the actions and statements of LeBron James.

Disclosure: If not obvious from the above, I am of the opinion that LeBron James has received undue vitriol from basketball fans, non-basketball fans and media pundits.