How has the media coverage of the Super Bowl 2016 aided Colin Kaepernick to gain greater fame?

A literature review for MED211 of my journalism degree.

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This literature review is going to explore activism through American football and recent happenings involving the media. Colin Kaepernick, a former quarterback for the 49ers partook in a protest against police brutality in the preseason of the 2016 Super Bowl. (Boren, 2016)

Boyce (2017), argues that despite Trump's claims that the downfall of NFL ratings is solely down to Kaepernick, he disputes that claim due to the overwhelming boos that Trump faced after the initial comment was made during the rally. This suggests that the negative connotation which Kaepernick was once perceived as having was then disregarded by vocal funding from the American public. Further suggesting that the Kaepernick protest during the national anthem of the Super Bowl 2016 was a well-respected act. 

On the other hand, Boren (2016) states that ‘Angry fans were burning their Kaepernick jerseys.’ Therefore, this suggests that claims made by Trump were accurate and backed up by Boren (2016). Ian O'Connor discusses how Kaepernick ‘broke no team or league rule by refusing to stand.’ (Boren, 2016). Despite this Boren (2016) then goes on to mention how Kaepernick knew there was going to be repercussions against his actions. Boren (2016) continues to say about how the NFL had suggested that the players are ‘encouraged but not required’ to stand during the national anthem in which Kaepernick knelt. This shows how Kaepernick was willing to put his career and public image on the line in order to fight to stop oppression. A Washington Post (2017) article speaks about how Kaepernick told NFL network that, ‘If they take football away . . . I know that I stood for what is right,’. Showing no remorse for his actions and supporting his first amendment right of free speech. This means that American citizens should be free to speak and argue about what they believe in.  Therefore, the claims made in regard by the NFL saying it is not required to stand are supported.  

Before departing from the 49ers, Kaepernick was quoted in a Washington Post article (2019) about how he had been ‘punished’ by the owners of the club due to his social activism. This suggests even those close to Kaepernick did not contribute to his stand. This shows Kaepernick did it off his own back and to his own accord and there was no pressure by fellow players or fans and Kaepernick was fighting for something that he believed in. 

Shortly after the protest, Nike had used Kaepernick as a form of advertisement. ‘At almost a ratio of 2:1, blacks were more likely to agree with Nike’s decision to use the former player in their advertisement.’ argues Intravia, Piquero, Piquero & Byers (2019). Indicating that the Kaepernick protest later seemed very well respected and approved in relation to these stats.   Therefore, backing up what Boyce (2017) said about the large scale crowd dissatisfaction toward the comments made by Trump. ‘He made it clear that his stance was a political statement against racialized oppression’ said Boykoff and Carrington. (2019) Suggesting that the motive was clear among the protest, allowing fans to get a true representation of the meaning behind it. 

Kaepernick had gone on to thank Rhianna ‘for her Super Bowl boycott’ as published by Washington Post. Boykoff and Carrington. (2019) mentions about how ‘We conclude that the print media’s coverage was largely favourable to Kaepernick.’ This comment correlates with the prior text written by Intravia, Piquero, Piquero & Byers (2019) which states that the ratio of people in favour were 2:1. This suggests that an overwhelming amount of people in the public disregarded the proprietary actions taken by fellow team members. Despite this claim by Kaepernick, a lot of influential artists such as Maroon 5′s PJ Morton announced in an interview that, ‘There are plenty of people — a lot of the players, to be honest — who support Kaepernick.’ This adds to the gratitude Kaepernick collected after his actions during the Super Bowl 2016.  Again suggesting that Kaepernick has an overwhelming level of support from a varying group of publicity.  Different levels of class, publicity and background all promoting the Super Bowl protest. 

Boyce (2016) argued that ‘high-profile African Americans such as athletes (i.e. Arthur Ashe, O.J. Simpson) were put in situations where they could face reprisals if they challenged the racial status quo.’ This shows that athletes battling oppression such as Kaepernick were in situations that let them face a possible media backlash. This also backs up claims made earlier by Boren (2016) mentioning how Kaepernick understood there was going to be a backlash faced due to the protest. Putting his career on the line as well as any media credibility. In a Global Sport Matters article African American athlete are described as using their platforms and status of fame to make changes, not only in sport but socially too.  Regarding Kaepernick’s aim to change societal stereotypes and to stand up in a fight against police brutality.  This shows that Kaepernick had an influence and motive as well as scenarios which other people such as Kaepernick want change in. In this instance he is kneeling for a rise in awareness and to manage the negative behaviour witnessed. 

In conclusion, there is a varying viewpoint of the public, showing that the Kaepernick protest was both positive and negative as people were burning their Kaepernick jerseys. But the overall coverage was in favour of the protests and showed it in a positive light. This suggests that there is an equal amount of gratitude and hatred towards Kaepernick after the protest. The ramifications resulting in the protest were as Trump stated the downfall of ratings were Kaepernick's doing, but as mentioned earlier, were then followed up with boos. This also suggests how both parties, positive and negative, accumulate a position in the public. Therefore, the contrast of positive and negative attention does not represent any motive by Kaepernick and show the varying opinions by the viewers.