The NBA, more than any other league, revolves almost entirely around the performance and personalities of their superstars. Whether it’s because of their visible nature, or because of the international marketability of their product, NBA players are by far the most recognizable stars in the world.

This of course has the side effect of inciting impassioned feelings among those that follow the league closely, and creating adamant opinions either in favor or against the most identifiable players.

This isn’t a new phenomenon. Back in the late ‘80s and early ‘90s, the NBA recognized the powerful attracting force that their players possessed. Michael Jordan’s marketability in particular was harnessed and put on constant display. Beginning with the Mars Blackmon ads — it’s gotta be the shoes — and continuing through the Gatorade “Be Like Mike” campaign, Jordan was undoubtedly the NBA’s first mega star.

It didn’t end with Jordan though.

There was Larry Johnson as “Grandmama”, Anfernee Hardaway as “Lil Penny”, and of course the memorable McDonalds campaign with Jordan and Larry Bird playing a game of H.O.R.S.E for a Big Mac. The NBA became as inseparable from their stars, as a toddler with its lifelong lovey. And it was no coincidence that this also coincided with one of the largest peaks in popularity that the NBA has ever seen.

But, looking back on that era of stars, with their burgeoning level of fame, there was one common thread that ran throughout all of the most marketable players — they were all extremely likable.

I firmly believe that we are entering a new golden age of basketball, with as many legitimate, quality teams and players as any time in recent memory. But, I also think that while we are watching some of the best athletes to ever play the game, we are also bearing witness to the most unlikeable crop of stars in my lifetime.

Looking Back

Maybe it’s the nostalgia of my youth setting in, but as I look back to the ‘80s and early ‘90s, players such as Jordan, Bird, Magic Johnson, Hakeem Olajuwon and David Robinson come immediately to mind. All of these players, while there may be some questions about how good of a person MJ really is, were universally liked and respected. Even second-tier stars such as Grant Hill, Anfernee Hardaway, Scottie Pippen, Chris Webber and Dominique Wilkins were, and still are, collectively revered.

Even the “villains” of the day were viewed in a much different light. Charles Oakley, Latrell Sprewell, Dennis Rodman, Xavier McDaniels, while being some of the most frustrating players to go up against, were all respected for their intensity and toughness on the court, even if they also instigated their fair share of on-court scuffles.

There wasn’t the AAU brotherhood that exists today. It was entirely different type of bond, and one that transcended the fraternization that has become so prevalent.

The Modern Star

Looking across today’s landscape, the modern NBA star has become softer, more detestable, and much less respectable than their predecessors.

I want to be very clear. I think that what we are watching some of the best basketball that has ever been played. I do have issues with some of the extreme reliance on the three-pointer, but that’s a column for a different day. But, the level of athleticism is at an all-time high, team concepts on defense are better than they have ever been, and even offensive execution — for the most part — has never been more crisp.

I just don’t find myself pulling for many of today’s stars like I did even 10 years ago. LeBron James, while improving his reputation since his villainous departure from the Cleveland Cavaliers, still headlines the group. But, there is clearly no positive, consensus view on him. Try to enter a debate about his place in history, and you will likely receive many more negative opinions about him than those who offer their support.

Russell Westbrook is in a similar boat. I know of many more critics of his game and general demeanor than those who consider themselves fans. To many, he embodies the selfishness and ball-stopping ways that plagues many teams in today’s game. And while he hasn’t done anything criminal or immoral off the court, he is generally viewed as being too arrogant for his own good.

Carmelo Anthony is the league’s biggest ball-stopper. James Harden’s just irks people in general for his nearly unwatchable style of play. Dwight Howard, his teammate, is viewed as the game’s biggest diva. Blake Griffin is one of the most disliked players across the league, and among fans — this one I have a hard time understanding. Kyrie Irving simply plays a selfish brand of streetball. Even one of the league’s newest darlings, Steph Curry, comes across a bit too arrogant with his showboating tendencies.

The modern NBA is like a “who’s who” list of players it is nearly impossible to root for. The number of players viewed as generally likeable is very small, and consists mostly of holdovers from a previous era. Tim Duncan and Dirk Nowitzki probably top that list. Kevin Durant may be the sole example of a true, established superstar that most people generally view in a favorable light.

Now, I’ll admit that much of the disdain people express about this generation of stars is a direct result of the emergence of social media and constant connectivity. Because these players are put on continual display, and placed under such relentless scrutiny, it becomes extremely difficult to avoid the pitfalls that are associated with that type of attention. That said, it is only part of the equation, and shouldn’t be leaned on as an excuse. Likeability is likeability, and regardless of the level of attention you receive, you still have a responsibility for your actions.

The Future

All that said, I do believe the league is in good hands, and has a group of very young players that, as of now, are very affable and engaging.

Anthony Davis may be the league’s biggest star within the next few years, and his temperament and demeanor is nearly impossible to dislike. Jimmy Butler has one of the best backstories behind his road to the NBA, and his unrivaled work ethic makes him extremely relatable. Andrew Wiggins is reserved, and rarely outwardly asserts signs of superiority. Jabari Parker is about as Duke as you can get. Even the perception of John Wall has taken a drastic change for the better since his entrance into the league.

My Conclusion

As I wrote this, I tried to be as honest with myself as possible. Are my perceptions of today’s stars based on any unfair preconceptions or biases? How much does my nostalgia about the players I grew up with come into play when passing judgment on today’s players?

But, as much as I tried, I couldn’t explain away my feelings towards today’s stars. If it was the emergence of social media that caused it for instance, why would I have such a different view of the stars of the future? If it was simply nostalgia that influenced my perceptions, why would so many people, from many different generations, have such similar feelings?

The answer, after all of this, came down to one of the simplest concepts of basic humanity. Some people just aren’t very likeable, and we just so happen to have a confluence of similar-minded people overwhelming the spotlight right now. So just like any other negative things that happen in our lives, this too shall pass.

For now, I will just enjoy the display of pure athleticism and extremely watchable basketball until the next generation of stars take over. Nobody says you have to like everyone right?

Court Zierk is a Columnist for www.RantSports.com. Follow him on Twitter @CourtZierk, “Like”him on Facebook or add him on Google.