Conclusion
The purpose of the research I conducted was to find whether the anti-racist protests of 2020 influenced the content and racial representation in Super Bowl advertisements. To conduct my research, I conducted a content analysis of a simple random sample of 4 years of Super Bowl advertisements from 2019-2022. A total of thirty-two advertisements from across four years were analyzed using quantitative and qualitative coding methods. My analysis of the advertisements suggests that the anti-racist protests of 2020 had a negative impact on Super Bowl advertisements. The number of advertisements focusing on social justice issues decreased from three to zero. Additionally, I found a consistency in the use of racial stereotypes in the advertisements across all four years. Specifically, Black people are portrayed as entertainers, and white people are portrayed as awkward.
These stereotypes were so interlaced through the advertisements that a casual observer of the Super Bowl may not notice them consciously. Critical race theory (CRT) suggests that racism is woven within U.S. laws and embedded in social institutions (Zamudio et al. 2010). U.S. laws are a societal pillar, indicating that racism is empowered in U.S. society by association. The racial stereotypes in the advertisements suggest racism, as white and Black characters conform to specific societal stereotypes. Although viewers may not notice these stereotypes on an advertisement-by-advertisement basis, they are very present.
After watching thirty-two advertisements repeatedly, clear patterns emerged. These patterns can have lasting impacts on individuals watching the advertisements, whether or not they are paying attention. Gerbner et al. (1984) argue through Gerbner’s cultivation theory that what people view on television can have lasting impacts on how they view reality. Such presence of racial stereotypes may confirm or generate racial bias in viewers. According to the theory, whether viewers know what they are watching is fake is insignificant, as it only matters that they see such stereotypes. Corporations usually attempt to keep up with current culture to make their advertisements more relevant to their viewers (Green and Van Oort 2013). If they do indeed pay enough attention to the contemporary culture, they should revert to speaking out against social injustices rather than playing comedic advertisements on repeat.
Future Research
I believe that there is strong potential and a need for further research on this subject. I analyzed the past four years of Super Bowl advertisements to examine the effects of the 2020 anti-racist protests. It is worth looking into earlier years of Super Bowl advertisements to see if they featured a similar focus or lack of focus on social injustice. Additionally, I noticed multiple gender stereotypes throughout the advertisements in my analysis. Tracking gender stereotypes present in advertisements is beyond the scope of my study, but it strongly warrants further research. There is also the possibility for analysis of the many other recent social movements, such as the #MeToo movement or the #StopAsianHate movement.