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Abstract
This research explored National Basketball Association (NBA) franchise owner Mark Cuban's dissent expressions posted on his blog. Using grounded theory and constant comparative methodology (Glaser & Strauss, Citation1967) of 30 blog entries posted on Cuban's site from March 16, 2004, through July 20, 2007, was conducted. Analysis revealed that Cuban's blog functioned to promote change within the NBA and that his dissent expressions were overwhelmingly confirmed by blog readers. The findings of the study suggest that blogs provide a rich medium wherein dissent can be cultivated, particularly when the dissent originates from a recognizable person. The blog then emerges as a site where dissent is a collective identity that strengthens efforts to improve the organization.