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A growing cohort are cutting out the traditional media middleman to reach fans directly and present themselves on their own terms
It’s NRL grand final week, and with the same sense of inevitability that Penrith and Melbourne made it to the premiership decider, players and coaches of the two clubs have had to wade through the usual morass of manufactured drama cooked up by the rugby league media.
But the relentless hunt for new controversies – and new villains – is now facing pushback from players and coaches.