Athletic Role Model Representation in Nike's 2019 Black History Month Advertising
Bibliographic record
Abstract
Every year Nike releases a series of products and advertisements for Black History Month (BHM). In 2019 nine commercials were released. Each commercial depicts a Black athletic role model. This study is concerned with how Black athletic role models are framed in Nike’s BHM commercials and the implications of those frames. In comparison to the vast majority of corporations, Nike is one of the few to actively support BHM. Because these commercials are one of the only forms of media that incorporates BHM to the public, it is important to understand what themes are present within them. The goal of this study was to examine the stories that these athletes communicate about blackness and leadership responsibilities. The findings showed that athletic role models described a complex relationship with athletics. Athletics served as both an escape from social realities and a means to change them. Additionally, sports dominated discussions about community engagement. Other channels of societal change such as academia and politics were absent from discussion. As a result, Nike’s BHM commercials frame a narrow experience of Black Americans. Faculty Mentor: Kalyani Thurairajah Department: Sociology
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How this classification was reachedexpand
Full frame machine prediction
Teacher imitationNot calibrated prevalence, not ground truth. Human validation pending. The Gemma side is a direct model label for every work in the frame, read from the title-only record. The Codex side is a classifier learned from the 10,348 direct Codex labels and calibrated to design-weighted sample rates; fields without enough sample support carry no Codex call. Candidate is the union of the two sides; consensus is their intersection. These outputs are machine_predicted_unvalidated and are not human labels.
Distilled classifier scores by category (both heads)
| Category | Codex | Gemma |
|---|---|---|
| Metaresearch | 0.002 | 0.002 |
| Meta-epidemiology (narrow) | 0.000 | 0.000 |
| Meta-epidemiology (broad) | 0.000 | 0.000 |
| Bibliometrics | 0.001 | 0.001 |
| Science and technology studies | 0.012 | 0.004 |
| Scholarly communication | 0.006 | 0.002 |
| Open science | 0.001 | 0.003 |
| Research integrity | 0.001 | 0.002 |
| Insufficient payload (model declined to judge) | 0.009 | 0.001 |
Machine scores (provisional)
The two teacher heads of the student model, read on this work. A score orders the frame for review; it never asserts a category, and the validation status ships verbatim with every row.
Baseline scores from an immature model (maturity gate not passed, 7 training rounds). Scores rank; they never assert a category.
score_only:v0-immature-baseline · verbatim from the scoring run: score_only means the number may rank works, and no category label ships from itClassification
machine, unvalidatedMachine predicted; a candidate call from one source (direct Gemma or distilled Codex), not a consensus.
How this classification was reached, model by model and score by score, is at the end of the page under "How this classification was reached".