Swag, Social Media, and the Rhetoric of Style in College Athletic-Recruitment Discourse

Style—or the aesthetic dimensions of public presentation—is a dominant mode of symbolic expression. However, no one has explored how style functions as a coherent and generalizable symbol system influencing public conversations about athletic recruitment. The purpose of this essay is to fill this gap by developing a critical framework for theorizing the rhetoric of style in athletic recruitment discourse and significantly, how this is done through social media. We analyze sports journalism, recruiting websites, and the public messaging of athletic departments and athletes on social media according to five structural components: stylistic homologies, aesthetic rationales, primacy of text, imaginary communities, and market contexts. Our analysis offers practical lessons for athletes, journalists, and college athletic departments, but we also highlight several conceptual, methodological, and theoretical implications for scholars of communication and sport and social media interested in better understanding social influence in a dynamic and hyper-competitive context.