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''I have seen sports future'' 4 visions Cassius Clay, (later known as Muhammad Ali), raises his arms in victory after defeating Sonny Liston to become the new heavyweight boxing champion of the world on February 25, 1964. (UPI Photo) The greatest By Michael Holley The word puzzles me. I have sat for hours, poking at its center, trying to peek at its essence. Hero. I poke again. Nothing. The truth, obviously, is that I do not believe in traditional sports heroes. I do not believe that the Olympics were ever pure. I do not believe that the soul of the modern athlete is more, or less, fractured than it was 50 years ago. Show me an impeccable hero and I'll show you someone who has escaped the jaws of the media. Show me a media-savvy fan who has a list of heroes and I'll show you someone who understands context. You could say Ty Cobb was a hero. He hit .323 in 1928, when he was 41. He batted over .400 three times, topping out at .420. He was a center fielder who played for the love of the game. He was also a racist. Muhammad Ali becomes more heroic with each breath. The young Ali was handsome and smart, a man whose wit was almost quicker than his jab. He was a stylish heavyweight. He was also a married man who spent lots of time with women who weren't named Mrs. Ali. Those comments should not be mistaken for admonishments. If I could select an all-time baseball team, Cobb would have a place on my roster. If I had to choose the five greatest heavyweights of all time, Ali would be one of them. I'd even call both men contextual heroes. Nothing else should be expected. But today something else is expected, which means when it comes to tomorrow, there will be no more heroes such as Ali. Mythological heroism is dead. Ali knew how to be himself, while also controlling the media and getting them to portray the man he wanted to present. That couldn't happen now. There is a glut of competitive media, who eliminate all mystery and lore surrounding an athlete. That will become more intense in 10 years. Cheat on your wife? It probably will be broadcast on a flat-screen, high-definition TV. People will be able to see your every twitch, blink, and tear. You're a racist? Well, somebody will be calling to pick your brain soon. Could be someone from ESPN's ''Up Close.'' Or Jerry Springer. Or Oprah. If you happen to be an athlete who simply does your job and doesn't say much, sorry. That won't qualify for heroism, 21st-century style. You have to know how to balance sports, entertainment, and media. And if you're going to stay with the say-nothing approach, you have to learn to say something while saying nothing controversial. The last hero to master that was Michael Jordan. He was a one-man conglomerate, an advertising star who made more money off the court than he did on it. He was also apolitical, publicly. Jordan was a hero, but he was certainly not himself in public. I do not believe in traditional sports heroes. Traditional sports heroism is dead. The old heroes controlled the media. Not today. Not tomorrow. The impact of the new heroes will be determined by those who operate Internet service providers; by those who hold cameras; by those who use pens and pads to record daily history. Holley's 4 visions: [ The greediest | The neediest | The biggest | The greatest ] Michael Holley covers the Celtics and writes occasional columns for the Globe.

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