A rare dance

Abstract

The enormous success of The Last Dance, the sports documentary on Michael Jordan’s career, and especially his last season, is the result of a rare confluence of factors, each of which is a unique and rare phenomenon in the history of sport. Their combination has already turned the mini-series into a global media event of the kind that is usually reserved for live broadcasts of extraordinary events. A basketball player with unusual personal and professional abilities, supported by a highly polished and well-oiled marketing system; the specific window of time in which his star shone – the late 1990s, when the era of media commercialization and globalization flourished, yet before the emergence of social media and their typical critical discourse; the rise in sports documentaries in recent years; and encasing all of these is the time of the documentary’s broadcast, when sports life across the world ceased due to the coronavirus. The mini-series, which seemingly deals with a single season in the career of a single player in a single sport, is actually so much more. It is a composition reflecting much wider social, sports and media phenomena.