Seconds after the Seattle Seahawks clinched the NFC Championship, earning them a trip to Super Bowl XLVIII, the media landscape was set ablaze by an epic, trash-talking rant.
Seattle cornerback Richard Sherman, who clinched the win by knocking down pass intended for San Francisco 49ers' wide receiver Michael Crabtree, gave a belligerent post-game interview, threatening Crabtree and crowning himself "the best corner in the game."
While the clip sparked a media firestorm that questioned Sherman's sportsmanship, trash talking has always been a part of competitive sports. Jonathan Katz, a New York-based sports psychologist who has worked with many pro athletes, says the new media landscape and the 24-hour news cycle only add fuel to this fire.
"Because of the social media, Sports Center kind of world we live in, this kind of behavior -- a la Richard Sherman -- is getting air play beyond belief," he told Discovery News. "I think, consciously or not, we've promoted this kind of behavior because it's what gets front and center."