Brand and Reputation Resilience in Times of Crisis: The National Football League, Ray Rice and Social Media Public Deposited

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Last Modified
  • March 21, 2019
Creator
  • Jones, Tiffany
    • Affiliation: School of Media and Journalism, Mass Communication Graduate Program
Abstract
  • For six seasons, Ray Rice was an integral part of the Baltimore Ravens offensive attack. With an average of 4.3 yards per carry and 67.2 yards per game, Rice helped establish the team as a solid contender in the NFL (Players – Ray Rice, n.d.). Off the field, he spent time hosting camps and rallies, as well as promoting initiatives, such as his, “A Ray of Hope: A Pro-Kindness, Anti-Bullying, Teen Suicide Prevention Outreach.” (Ray Rice Makes Impact, 2012) Unfortunately, for Rice, the Ravens and the NFL, none of that mattered when TMZ released video of Rice dragging his fiancée, Janay Palmer, from an elevator. The 2014-15 NFL season was marred with negative media attention — traditional and social — ending with Rice’s release from the Ravens. This paper explores contributions of traditional and social media to the Rice and NFL’s campaign to protect the league’s brand and reputation during the 2014-15 season.
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Rights statement
  • In Copyright
Advisor
  • Boynton, Lois A.
  • Buckner, Ty, III
  • Fields, Valerie
Degree
  • Master of Arts
Degree granting institution
  • University of North Carolina at Chapel Hill Graduate School
Graduation year
  • 2017
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