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

Abstract

As news media mainly focused on issues of nationalism, many people perceive Colin Kaepernick as unpatriotic, even though his protest was about police brutality and social justice. Therefore, the purpose of this study was to investigate how people perceive athlete activism relative to news media framing and to examine the effects of athlete activism on endorsed brands. Two experimental design studies were conducted. Results indicate that news media influenced individuals’ attitudes toward the protesting athlete. Additionally, prior perceptions of the protesting athlete and the brand were significantly associated with attitudes toward the protesting athlete and the endorsed brand regardless of the news media framing conditions. A strong positive relationship between the protesting athlete and the endorsed brand was found. Participants with more positive attitudes toward the protesting athlete had more positive attitudes toward the brand endorsed by the athlete.