Christopher Iovino
Kneel Down for What?!
Introduction: Over the past two years, there has been a very large issue within the NFL that has been heard around the world. This worldwide controversy began back in 2016 when, then San Francisco 49er’s Quarterback, Colin Kaepernick decided to remain seated during the nation’s National Anthem on a nationally televised football game. This was never seen in the sports’ history; sending a crazed uproar all throughout America. Out of respect for the men in the military and those who fought for us, Kaepernick had decided to eventually take a knee, rather than just sitting down. However, when the quarterback was questioned later in a post-game interview, he spoke on police brutality and racial inequality as his motive for kneeling during the Anthem. Kaepernick felt that America was doing wrong by him and every other minority when it came to policing America and its society. These actions and words of Colin Kaepernick costed him not only his job but the chance to ever play in the NFL again. Team owners simply do not want any part of him and his beliefs toward America. Knowing how famous Kaepernick has become, Nike has decided to make him the face of their new 30 Year Anniversary Collection. As if the Kaepernick situation already wasn’t enough, it was escalated to a whole new level with this.
Source #1:
Colin Kaepernick Twitter Post, September 5, 2018 https://twitter.com/Kaepernick7/status/1037387722107830272
Summary: The two-minute add speaks on being strong-minded and having the will to push through when all else fails. The common theme throughout each scene is that despite the many risks, if you believe in something, don’t let anything or anyone change your mind. Kaepernick is narrating the ad, making him the focus. The whole-time people are watching, they are seeing him in their head saying all these positive, encouraging things. Kaepernick’s slogan throughout the campaign is, “Believe in Something, Even if it Means Sacrificing Everything”. No matter who is saying this, it catches the eye of most people.
Author: The author of this ad are Nike’s writers; however, people view it as Kaepernick. Although he doesn’t write the ad, he is the one who you are hearing as you watch the video. It seems like these are his words and everything he wants to share with the rest of America.
Purpose: The purpose of the video is to promote their 30th anniversary of their “Just Do It” slogan and to let everyone know that Nike was just a small idea that someone made up; a lot like Kaepernick’ idea that just started with him. Using Kaepernick will connect with certain people on a more personal level. Those who really believe in his ideas will feign to get this Nike gear.
Audience: The audience of this ad is really the whole country. Everyone knew what was going on and they were investing time into the issue. The ad was able to either; make you feel for Kaepernick’s stand or make you want to never buy Nike again.
Genre: The genre of this source is an advertisement. The authors of the source used a video to show its followers their new collection of apparel while affecting people on a more emotional level with the use of Kaepernick.
Stance: The stance is very positive and straight-forward. Kaepernick’s actions are displayed as an inspiring deed to people who once looked up to him. Those who watched understood his message was to stick to your beliefs no matter the consequence.
Source #2:
How Nike’s Kaepernick Campaign caused a Twitter Frenzy, September 12, 2018 https://www.wsj.com/video/how-nike-kaepernick-campaign-caused-a-twitter-frenzy/D1EDB9D6-9DD6-4629-BCAB-60E1D4B48C49.html
Summary: Social media itself was a big source for this controversy. When Kaepernick first tweeted the ad on Labor Day, both himself and Nike were the two highest trending topics all over social media. Millions of people felt the need to weigh in on the endorsement between the two. People were able to express their hatred or likeliness toward Nike in any type of way they wanted. Those who felt wronged by Nike went as far as destroying their Nike products. Others were happy to hear that Kaepernick was continuing to push forward on racial injustice and police brutality. Even high-named celebrities were weighing in on the topic. President Trump expressed his distaste for Nike’s ad through twitter whereas others like Lebron James and Serena Williams expressed their excitement. Twitter is also a big reason why Nike’s values and sales numbers have been so flexible as of lately. Kaepernick’s first post lowered its ratings lower than ever before. However, when the official Nike video add was released, its value quickly shot back up and didn’t look back.
Author: The many authors of this are the many people who gave their opinion on the Kaepernick deal. Every person who used Twitter, Facebook, Instagram or whatever else to let others know how they felt can be considered an author in this situation.
Purpose: Their purpose really was to just let loose and express what they thought was right to the other people speaking on the topic. Some argued, some agreed, and some simply posted just to be involved.
Audience: Their audience was the user’s followers and friends. However, when you post something, it can easily be seen by anyone who comes across your profile.
Genre: The genre of this issue could be any different things; including a tweet, text, email, or even a post. It was used across any type of social media platform making that the genre.
Stance: The stance varied depending on whether that person behind the phone or computer liked what Nike was doing by sponsoring Kaepernick. Some were trying to justify it while others were very clear that they didn’t appreciate what was going on.
Source #3:
Alabama preacher cuts up Nike gear during sermon, decries Colin Kaepernick Campaign, Des Bieler, September 12, 2018
Summary: After Nike and Colin Kaepernick announced their collaboration, it brought a wide spread of different emotions to the internet. A very common emotion was their anger towards Nike. People who disliked Kaepernick for his actions were unpleasant when they heard he would be the sponsor of their favorite clothing brand. According to “The Washington Post” article, Alabama preacher cuts up Nike gear during sermon, decries Colin Kaepernick campaign; people were so upset with Nike that they decided to rip the Nike logo off the apparel they had already spent money on. This is their attempt to “boycott” Nike for agreeing to endorse Kaepernick and reward him with money after he disrespected the National Anthem on television. This isn’t the only attempt at a boycott, where the article speaks about people refusing to buy anything from Nike. They’re so upset to the point where they will no longer give their money to Nike.
Author: The author of Alabama preacher cuts up Nike gear during sermon, decries Colin Kaepernick campaign is Des Bieler. He is a writer for The Washington Post, a newspaper firm. Purpose: His purpose for writing this article was to inform his readers how upset people were over the Colin Kaepernick deal. He is letting others know that they’re going as far as destroying their own property to prove a point.
Audience: The audience Bieler is writing for are people that can either relate to how upset others are, or people who totally disagree. He is more so informing his readers on the opinion of those who are offended by Nike.
Genre: Despite Bieler speaking on many other opinions, he never states his own; making this text an informational piece. He is very familiar with the upset opinion of Pastor Mack Morris; using his words directly throughout the whole source.
Stance: Bieler’s stance is that he too is not happy with Nike and their decision. This evident all throughout the article as he gives only information about those who are also upset with Nike.
Source #4:
BET Breaks: Colin Kaepernick Merch Sells Out in 24 Hours, September 12, 2018 https://www.bing.com/videos/search?q=kaepernick&view=detail&mid=DE29EC1E224EAC9219E3DE29EC1E224EAC9219E3&FORM=VIRE
Summary: The video, Nike Selling Out of Merchandise After Kaepernick Ad shows the opinion of the opposing viewpoint. This short YouTube video speaks on the difference between many people across the nation. Despite many disappointed people attempting to give the cold shoulder to Nike, it has still able to sell out of all Nike merchandise that Kaepernick had been advertising. Though the first day Nike’s value took a large hit, their number’s rose to one of the highest levels it had ever been. The Kaepernick merchandise sold out as soon it hit the shelves. People had thought this would be the end of Nike’s long, successful reign as the top athletic brand in America. They couldn’t have been more wrong. This campaign was a big hit to those who really stand behind Kaepernick and his doings.
Author: The author of this video was Wochit Business. This is a group of people who make videos on societies hottest topics and news. They keep up with all trends and find as much information as they can to share it with their viewers.
Purpose: The purpose of the video was let people know that despite what could have a disaster for Nike, their decision benefitted them almost instantly; not only for their company but for those who look up to Nike athletes as role models.
Audience: Their audience were those who are keeping up to date with how the Kaepernick/Nike campaign is doing. This could include stock brokers, or kids, or even those who are still annoyed with Nike.
Genre: The genre was an informative video. This video was made to let people know that hateful tweets aren’t going to slow down Kaepernick and they’re not going to slow down Nike and its sales.
Stance: The stance was from a point of view of someone who agrees with Kaepernick and Nike and what their ad is trying to say to the public.
Conclusion: In conclusion, these four texts on the Colin Kaepernick and Nike campaign give a good insight on where the controversial topic is today. Many people used social media to express their opinion, making it the most trending topic on all the internet. Some people’s hatred was so severe, they destroyed all their Nike gear in videos and refuse to buy any Nike products ever again. Those who are proud of Kaepernick’s doing are the reason their collection has already sold out. The wide spread of opinions made this such a big item in people’s conversation that it brought Nike even more money. The more people spoke on it, the more it spread all through America. Whether their decision to use Kaepernick as the face if their anniversary campaign is justified or not, it was a very successful launch for Nike and Kaepernick, bringing them both plenty of money and publicity.
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