ABSTRACT
The analysis in this chapter opens with a discussion of the norms, values, and expected behaviors of youth and college sports programs as institutions to help describe “rhetorical cultures of champion-building.” It offers examples from three primary themes: (1) texts related to the concept of “coachability” as evidence of athletic norms, values, and desires; (2) marketing to athletes as evidence of social beliefs and values related to athletes; and (3) examples of training conditions and expectations that remove athletes from their families and guardians. These examples include a cross section of target audiences from different sports and age groups. While not comprehensive, the examples offer an important contribution and context to our understanding of “rhetorical cultures of champion-building” and the case study described in this book.
