The contingency of corporate political advocacy: Nike’s ‘dream crazy’ campaign with Colin Kaepernick

IF 2.7 Q1 COMMUNICATION

Public Relations Inquiry Pub Date : 2020-05-01 DOI:10.1177/2046147X20920802

Jochen Hoffmann, Karina Nyborg, Charlotte Averhoff, Simone Olesen

引用次数: 13

Abstract

An emerging field of research views Corporate Political Advocacy (CPA) as a communication strategy that responds to the challenges of public relations in divided societies. CPA takes a political position in public and, by doing so, appears to deliberately alienate some of its stakeholders. This study challenges the assumption that CPA discards a unifying epideictic rhetoric in favour of agonistic politics. The investigated case is Nike’s Dream Crazy campaign starring American football player Colin Kaepernick, whose protest against race discrimination in the United States sparked a heated public debate. Although the critical analysis of the campaign and responses on Twitter reveal deep political cleavages, Nike is concurrently engaged in unchallenged communication praising the hyper-individualism of a market ideology. The epideictic contingency of Nike’s CPA undermines the social cause ostensibly at the heart of the campaign: the fight against racial discrimination.

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企业政治宣传的偶然性:耐克(Nike)与科林·卡佩尼克(Colin Kaepernick)的“疯狂梦想”活动

一个新兴的研究领域认为，企业政治倡导(CPA)是一种应对分裂社会中公共关系挑战的沟通策略。CPA在公开场合表明了自己的政治立场，这样做似乎有意疏远了一些利益相关者。这项研究挑战了CPA放弃统一的流行病修辞而赞成对抗政治的假设。被调查的案件是由美国橄榄球运动员科林·卡佩尼克(Colin Kaepernick)主演的耐克“疯狂梦想”(Dream Crazy)广告，他对美国种族歧视的抗议引发了激烈的公众辩论。尽管对该活动的批判性分析和Twitter上的回应揭示了深刻的政治分歧，但耐克同时也在进行无可争议的传播，赞扬市场意识形态的超个人主义。耐克CPA的流行病偶然性破坏了这场运动表面上的核心社会事业:反对种族歧视。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Public Relations Inquiry COMMUNICATION-

CiteScore

4.10

自引率

11.10%

发文量

期刊介绍： Public Relations Inquiry is an international, peer-reviewed journal for conceptual, reflexive and critical discussion on public relations, supporting debates on new ways of thinking about public relations in social, cultural and political contexts, in order to improve understanding of its work and effects beyond the purely organisational realm. We interpret public relations in a broad sense, recognising the influence of public relations practices on the many forms of contemporary strategic, promotional communication initiated by organisations, institutions and individuals. The practice of public relations arises at points of societal and organisational change and transformation, affecting many aspects of political, economic, social and cultural life. Reflecting this, we aim to mobilize research that speaks to a scholars in diverse fields and welcome submissions from any area that speak to the purpose of the journal, including (but not only) public relations, organizational communication, media and journalism studies, cultural studies, anthropology, political communication, sociology, organizational studies, development communication, migration studies, visual communication, management and marketing, digital media and data studies. We actively seek contributions that can extend the range of perspectives used to understand public relations, its role in societal change and continuity, and its impact on cultural and political life. We particularly welcome multi-disciplinary debate about the communication practices that shape major human concerns, including: globalisation, politics, and public relations in international communication migration, refugees, displaced populations terrorism, public diplomacy public and corporate governance diversity and cultural impacts of PR the natural and built environments Communication, space and place The development and practices of major industries such as health, food, sport, tourism, technology.