Marshawn Lynch Just Changed Media Interaction in Sports

            Throughout this year’s season, and highlighting the lead up to the Super Bowl was the antics of Marshawn Lynch towards the general media. He made it very clear he didn’t want to answer their questions and that he “was only there so he won't get fined.” Over the course of the season he received over $100,000 in total fines and was in constant battle with the NFL on the rules mandating players to speak with reports after games. But, his efforts might just be the spark to alter rules about athlete's requirement of speaking with the press.

            Many players across professional sports resent the media. Whether they feel they are annoying, don't have much to say to them, or feel uncomfortable during interviews there is always a back and forth between the players and the press. In post-game interviews some have adopted somewhat robotic responses in order to meet the requirement. Others choose to: barely respond, make jokes or sarcastic comments, or try to make the media look stupid. Lynch’s challenge towards authority is not the first but it may prove to be the most influential.

            Coaches also wage a similar battle. Bill Belichick of the New England Patriots as well as Gregg Popovitch of the San Antonio Spurs have been pushing the line for many years. Both refuse to answer questions, and also attack reporters at times. Here a brief clip:

            The recent blowup about speaking to the media might be the catalyst for change across the 4 major professional sports. Even after this year prominent figures are challenging authority more. Kevin Durant spoke at this weekend's All-Star Game and commented on how he is not happy with the media.

"You guys really don’t know (expletive). To be honest, man, I’m only here talking to y’all because I have to," Durant said. "So I really don’t care. Y’all not my friends. You’re going to write what you want to write. You’re going to love us one day and hate us the next. That’s a part of it. So I just learn how to deal with y’all."

            Durant sheds his “nice guy” persona he maintained earlier in his career and makes clear that he is done conforming to the set standards. While many of his sponsors were not happy with his words he is tired of trying to maintain an alternate self to the media.

            I think Lynch's actions, as well as the combination of actions from other athletes will open doors for players to protest the current rules about media interaction. The landscape for sports coverage might be changing in favor of the players, but the media, as well as the leagues, will probably do all they can to stop it.