ABSTRACT
University of Alabama head coach Nick Saban has forged an indelible mark on the college football landscape, and his team’s unparalleled success has forced conference competitors to up the ante from an investment and infrastructural purview. Through the lens of Bourdieu’s field theory, we analyzed 10 years of tweets relating to Saban and commodification. National and regional media figures held the most social capital, dominating the conversation while discussing four categories related to the economic field: arms race, coaching tree, media impact, or hiring/firing. However, users mostly preferred content more related to the play field, such as second screening during games.
