This research explored National Basketball Association (NBA) franchise owner Mark<br>Cuban’s dissent expressions posted on his blog. Using grounded theory and constant<br>comparative methodology (Glaser & Strauss, 1967) of 30 blog entries posted on Cuban’s<br>site from March 16, 2004, through July 20, 2007, was conducted. Analysis revealed that<br>Cuban’s blog functioned to promote change within the NBA and that his dissent<br>expressions were overwhelmingly confirmed by blog readers. The findings of the study<br>suggest that blogs provide a rich medium wherein dissent can be cultivated, particularly<br>when the dissent originates from a recognizable person. The blog then emerges as a site<br>where dissent is a collective identity that strengthens efforts to improve the organization.
|Journal||Southern Communication Journal|
|State||Published - 2009|