{"title":"21 Legitimizing and institutionalizing eSports in the NBA 2K League","authors":"M. Stauff, Travis Vogan","doi":"10.1515/9783110660883-021","DOIUrl":null,"url":null,"abstract":"Launched in 2018, the NBA 2K League is a National Basketball Association eSports subsidiary centered on the popular NBA 2K video game series. The 2K League enables the NBA, an organization that has more aggressively embraced trends in emerging media than its North American peers, to infiltrate new markets and platforms through investing in eSports. Meanwhile, the 2K League helps to legitimize eSports by attaching the niche activity to an established sports brand. This chapter uses the 2K League to explore how eSports’ development and institutionalization are changing sports organizations’ relationship to media while preserving – and even strengthening – sports’ significance and role in commercial media culture.","PeriodicalId":176218,"journal":{"name":"Communication and Sport","volume":"33 1","pages":"0"},"PeriodicalIF":0.0000,"publicationDate":"2021-07-05","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Communication and Sport","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1515/9783110660883-021","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"","JCRName":"","Score":null,"Total":0}
引用次数: 0
Abstract
Launched in 2018, the NBA 2K League is a National Basketball Association eSports subsidiary centered on the popular NBA 2K video game series. The 2K League enables the NBA, an organization that has more aggressively embraced trends in emerging media than its North American peers, to infiltrate new markets and platforms through investing in eSports. Meanwhile, the 2K League helps to legitimize eSports by attaching the niche activity to an established sports brand. This chapter uses the 2K League to explore how eSports’ development and institutionalization are changing sports organizations’ relationship to media while preserving – and even strengthening – sports’ significance and role in commercial media culture.
NBA 2K联赛于2018年推出，是美国国家篮球协会的电子竞技子公司，以流行的NBA 2K视频游戏系列为中心。NBA比北美同行更积极地接受新兴媒体的趋势，2K联赛使NBA能够通过投资电子竞技进入新的市场和平台。与此同时，2K联赛通过将小众活动与成熟的体育品牌联系起来，帮助电子竞技合法化。本章通过2K联赛来探讨电子竞技的发展和制度化如何改变体育组织与媒体的关系，同时保持甚至加强体育在商业媒体文化中的重要性和作用。
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