That grand city on Lake Erie deserves much, much, much better than LeBron James. The city itself is arguably America’s poster child for Renaissance City, USA. This Scope however is not about Cleveland but about Mr. James. We have never seen such a disgusting display of self-acclimation since Narcissus. Perhaps the only more disabling behavior than Mr. James’I am the greatest player on the planet” came from Mr. Michael Wilbon and Stephen A Smith (ESPN analysts) who queried after Golden State’s NBA title clinching win whether they should feel happier for the winners or sadder for Mr. James. The ONLY emotion Mr. James deserves is one of pity. He is a spoiled child who has been coddled all of his life. Both b-4 and after the Warriors title coronation, he had trouble acknowledging the champs, congratulating them, giving credit to their coach, their players, etc. It was ALL about and always has always been ALL about Mr. James. We well remember his big ESPN announcement (The Decision) on his leaving the Cavs for the Heat. Please!!! We hope every parent in America and throughout Mr. James’ basketball playing planet will use his “selfing” as a teaching moment on how not to behave. OK, we have it out of our system. Enough about the  discussion regarding Mr. James’ unacceptable behavior. Let’s broaden our Scope a bit, pun intended.

Let’s begin our discussion by simply asking whether or not there ANY examples of gracious, truly humble super stars in sports and or entertainment? And, more importantly why does the media “slurp up” that “selfing”  slop? In 2015 is humble just a word that rhymes with bumble and NOBODY is stung by it? We know that not much of the US is into hockey. How refreshing was it to have the Lightning and Blackhawks congratulating each other with meaningful handshakes and hugs after the Game 6 followed by interviews where the winners expressed the wonderment of their remarkable opponent and the losers extolled the virtues and excellence of the winning team and their play. If we had a dream at the Scope, today, it would be to put Mr. James on an NHL team and let him play against the likes of Tampa Bay’s Hedman (Defenseman, 6’6”, 232lbs) AND then force him to listen to the hockey culture be interviewed after (or b-4) a game. Perhaps, it’s hockey or the Canadian mindset. Their respectfulness for each other and gentlemaness after the series is worthy of constant comment. Mr. James needs a rink full of these virtues and values after Mr. Hedman gives him some serious ice time. .(By the way, congrats to the Blackhawks on their Stanley Cup success.)

To Mr. Wilbon and Mr. S A Smith, you gentlemen also need some serious ice time and a dose of reality. You gentlemen and all your colleagues who bought into Mr. James’ garbage are an embarrassment to your profession (journalism).

Mr. James matched his huge ego with record breaking stats. He is the 1st player ever to lead both teams in points, assists and rebounds in a NBA Finals. He scored 215 points against Golden State, accounting (for 38.3% of the Cavs points). Mr. James may be the best  ever on the court and the worst  ever off the court.

We shall end this Scope with a reflection on Narcissus and his end. This beautiful young man (in Greek Mythology) was so taken with his own beauty that he was eventually sucked into his own reflection and became a beautiful flower. May we suggest that Mr. James is on his way to becoming the fairest dandelion of in the land (or is it on the planet?)

About bernacmd

For over 24 years, University of Detroit Mercy Marketing Professor Michael Bernacchi, Ph.D., J.D, has produced "uNDER tHE mIKE-rOSCOPE", a newsletter discussing current "marketing and advertising¹s bends, trends & ends." A well-know fixture in Detroit and national media, UDM's marketing guru has made several appearances on CNN's "Talk Back Live," the Voice of America worldwide radio network (VOA), ABC, CBS, NBC, MSNBC and on the pages of Sports Illustrated, Time, TV Guide, the New York Times, USA Today, the Wall Street Journal and the Washington Post, to name a few. At University of Detroit Mercy, he has taught courses in Marketing Management, Consumer Behavior, Marketing Communications, Research and Corporate Social Responsibility and Sports and Entertainment Marketing. Michael Bernacchi can be reached at 313-993-1116 or Please appropriately attribute the following for their work on uNDER tHE mIKE-rOSCOPE: Yen Ju Lee Robert Rouse Vidhyasagar Natarajan Eric Baumgardner & Ian Young
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