Marketing the Sacrifice: A Roiled Audience Overwhelms the Gates

Lisa Gandy; Edgar Simpson; Elina Erzikova; Joshua Hendricks; Natalie Batten

Marketing the Sacrifice: A Roiled Audience Overwhelms the Gates

Lisa Gandy, Edgar Simpson, Elina Erzikova, Joshua Hendricks, Natalie Batten

Kettering University

Research output: Contribution to journal › Article › peer-review

Abstract

In analyzing 90,000 tweets associated with Nike’s selection of controversial NFL quarterback Colin Kaepernick for its 2018 marketing campaign, this study found the audience largely diverged from the company’s primary message. By deploying the emerging theory of the “drowning effect” as a subcategory of overall gatekeeping, researchers found the audience used five rhetorical tactics to discuss seven primary themes.

Original language	American English
Journal	The Journal of Social Media in Society
Volume	12
State	Published - Dec 30 2021

Keywords

Twitter
gatekeeping
drowning effect

Disciplines

Social and Behavioral Sciences
Social Media
Community-Based Research

Access to Document

document.pdfFinal published version, 129 KBLicense: Unspecified

Cite this

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abstract = " In analyzing 90,000 tweets associated with Nike{\textquoteright}s selection of controversial NFL quarterback Colin Kaepernick for its 2018 marketing campaign, this study found the audience largely diverged from the company{\textquoteright}s primary message. By deploying the emerging theory of the “drowning effect” as a subcategory of overall gatekeeping, researchers found the audience used five rhetorical tactics to discuss seven primary themes. ",

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