Separating Perceptions of Kaepernick From Perceptions of His Protest: An Analysis of Athlete Activism, Endorsed Brand, and Media Effects

Park, Bumsoo; Park, Sang‐Hyun; Billings, Andrew C.

doi:10.1177/2167479519894691

Cited by 32 publications

(21 citation statements)

References 53 publications

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“…In August 2016, National Football League quarterback Colin Kaepernick sat and then kneeled during the playing of the national anthem to protest police violence in Black communities (Park et al, 2020). Black athletes have continually expressed dissent during the national anthem to highlight disconnects between meritocratic rhetoric and the realities of racism for people of color in the United States.…”

Section: Protests During the National Anthemmentioning

confidence: 99%

Public Opinions About Paying College Athletes and Athletes Protesting During the National Anthem

Allison¹,

Knoester²,

Ridpath³

2021

Du Bois Rev.

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Drawing on insights from Critical Race Theory and framing theory, as well as previous research, this study ties together and analyzes public opinions about two racialized and politicized sports-related issues: (1) the financial compensation of college athletes, and (2) athlete protests during the national anthem. Consequently, we highlight racial/ethnic identities, racial attitudes, and political identities as predictors of these public opinions. Data for our analyses come from a nationally representative sample of U.S. adults who were surveyed just prior to the 2016 presidential election. Descriptive results suggest that well over half of U.S. adults opposed having the NCAA pay college athletes; also, about two-thirds of adults viewed athlete protests during the national anthem as unacceptable. Regression results reveal that Black and Latinx adults were more supportive of paying college athletes and athlete protests during the national anthem than White adults. Other people of color were also more likely than White adults to support paying college athletes. Racial attitudes such as a lack of recognition of racial/ethnic inequalities in education and support for Black Lives Matter also shaped public opinions about these issues in expected ways. Finally, we find that political identities were linked to public opinions about these issues even after accounting for racial/ethnic identities and racial attitudes. Overall, this study documents public opinions about these prominent sports-related issues just prior to the 2016 election of a President who particularly racialized and politicized sports issues. Even then, these sports-related issues had been similarly filtered through both a White racial frame that encourages colorblind racism and a counter frame that promotes antiracist activism. Altogether, the present study offers further evidence of how sports provide cultural terrain for individuals to enact and negotiate racialized and politicized views of sports and society and illustrates how these processes were reflected in public opinions in 2016.

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Section: Protests During the National Anthemmentioning

confidence: 99%

Public Opinions About Paying College Athletes and Athletes Protesting During the National Anthem

Allison¹,

Knoester²,

Ridpath³

2021

Du Bois Rev.

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“…The #TakeAKnee movement has attracted considerable scholarly attention in the fields of sport management and communication (e.g., Boykoff & Carrington, 2020;Chaplin & de Oca, 2019;Coombs et al, 2020;Lee & Cunningham, 2019;Park et al, 2020;Schmidt et al, 2019;Watanabe & Cunningham, 2020). For example, Boykoff and Carrington (2020) analyzed newspaper coverage of the #TakeAKnee movement and identified the key frame themes employed by mainstream newspapers such as the "patriot frame" and the "traitor frame."…”

Section: Research On #Takeaknee Movementmentioning

confidence: 99%

“…Chaplin & de Oca, 2019;Coombs et al, 2020;Lee & Cunningham, 2019;Park et al, 2020;Schmidt et al, 2019;Watanabe & Cunningham, 2020). Previous research has offered important…”

mentioning

confidence: 99%

The Effects of Athlete Activism on League Credibility, Event Legacy, and Event Involvement: A Crisis Communication Perspective

Asada

Inoue

Chang

2021

International Journal of Sport Communication

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The #TakeAKnee movement initiated by Colin Kaepernick and the measures taken by the National Football League (NFL) to handle the situation received mixed reactions from the public. The authors developed and tested a structural model using survey data collected from 698 residents of a Super Bowl host city. The results indicated a positive relationship between attitudes toward the movement and attitudes toward the league’s responses, which in turn influenced league credibility. However, after taking the indirect effect into account, attitudes toward the movement had a direct negative relationship with league credibility. In addition, people who viewed the NFL as a credible organization tended to perceive the Super Bowl as relevant to them and as impactful for the host city. Therefore, sport organizations should develop consistent, comprehensive communication strategies that enable them to maximize a positive synergy between their approach to crisis communication and their approach to other types of communication.

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“…As a result of taking a knee to protest against social inequality, Colin Kaepernick emerged as both a polarizing figure and a cultural symbol (Marzilli, 2018). Contrary to his intention of promoting racially sensitive activism, Kaepernick received immense backlash as many people rather focused on issues of nationalism and perceived him as unpatriotic (Park et al , 2019). Likewise, while Nike showed no indication of adopting a particular stance on this social issue, this campaign provoked polarized responses.…”

Section: Introductionmentioning

confidence: 99%

The moderating role of consumers' ad perception in athlete endorsement effectiveness

Kim

Lee

et al. 2021

SBM

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PurposeThis paper aims to examine the structural relationships among the variables of social cause involvement, attitudes toward the endorser, attitudes toward advertising, attitudes toward the brand and social cause behavioral intentions. Additionally, by using the persuasion knowledge model (PKM) as the guiding framework, the moderating effects of ad perception on the proposed relationship were investigated.Design/methodology/approachBy using Amazon Mechanical Turk, a total of 291 usable surveys were retained for analysis. Following the participants' exposure to the Nike commercial, they completed a survey containing questions about advertising perception and their consequent responses to the advertisement. Structural equation modeling was used to test the conceptual model. Multigroup analysis was also performed to discover any moderating effects of consumers' advertising perception in endorsement effectiveness.FindingsThis study highlights the extensive impact of social cause involvement in the domain of celebrity endorsements, while attitudes toward the endorser are not a significant antecedent of celebrity endorsement effectiveness in the sport contexts. Additionally, this study demonstrates and confirms the presence of the moderating effects of advertisement perception on the proposed relationship. This supports the general premise of the PKM that consumers' attitudes and thoughts are influenced based on consumers' judgment of persuasion attempts.Originality/valueThe current study extends the line of research on the role of advertising perception in the domain of celebrity endorsement. In particular, this study found that the PKM is a theoretically sound model that can be used to predict sports fans' attitudinal and behavioral responses.

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Separating Perceptions of Kaepernick From Perceptions of His Protest: An Analysis of Athlete Activism, Endorsed Brand, and Media Effects

Cited by 32 publications

References 53 publications

Public Opinions About Paying College Athletes and Athletes Protesting During the National Anthem

Public Opinions About Paying College Athletes and Athletes Protesting During the National Anthem

The Effects of Athlete Activism on League Credibility, Event Legacy, and Event Involvement: A Crisis Communication Perspective

The moderating role of consumers' ad perception in athlete endorsement effectiveness

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