Media Coverage of the NFL Players′ Protests
Case Study: Media Coverage of the NFL Players′ Protests Photograph: Members of the NFL engaged in protest Using the media coverage of the NFL players′ protests as a case study, the goal of this final assignment (30% of your final grade) is to demonstrate your understanding of how the mass media constructs discourses of race and your ability to change the narrative. Follow the directions, read all the materials and handouts provided and submit your report. Good luck! Background: The Problem As Steve Jernigan explained in ″The Media’s Response to the NFL ProtestsPreview the document,″ which was published on Medium President Trump and the mainstream media successfully changed the narrative and messaged of the NFL players’ protest. The Trump administration and mainstream media achieved this by using the frames of “disrespecting the flag and anthem,” “being unpatriotic,” and “hating America”. [unique_solution]The result: The protests′ original message (about the pervasiveness of police brutality against people of color) was displaced, and many who rely on mainstream media for their information never learned or understood why the NFL players had decided to engage in this protest. The Assignment Please imagine that you are a paid media consultant specializing in matters of race representation. Imagine, further, that a client has asked you to present a report that analyzes the media coverage of the NFL players′ protest. Your task is to write a Case Study Report in professional business language that uses APA style for documenting any resources you refer to while writing, which will help establish your credibility to those who will read your report. Format and Requirements Using the knowledge you have developed in this class, as well as your personal expertise (knowledge you have gained through your lived experiences), create a polished, well-written memo that is 4 to 6 pages, single-spaced, for your imagined client to read. Format the memo as follows. On page 1, in the upper-left-hand corner, include the following information: To: [Make up a client organization name] From: [Your name] Date: [Assignment submission date] RE: Report on media coverage of NFL players′ protest Then, in your report, address each of the points listed below, in the order in which they are listed, using the words in bold as headings within the report. This is the required structure of your memo. Use the words in bold as headings to structure your report. [No heading needed] Hit enter twice below the ″RE:″ line on p. 1. Then, include a sentence or two in which you explain that on the pages that follow, you present your report on the media coverage of the NFL players′ protest and offer a few best practices for their reference. Background: About the Protests In this section, summarize the content and goals of the NFL players′ protests in your own words. Do not address media coverage here. Simply state the facts of when, how and why the NFL players engaged in this protest, without commentary or analysis. Here, you should refer to some external sources to determine what the NFL players′ actual goals were, as well as the timeline of their protests and major milestones in their protests′ timelines. As you do so, use APA style to include in-text citations that show where you got your information (Links to an external site.). Analysis: Harmful Media Practices This section will be dedicated to your own commentary and analysis of the media coverage of the NFL players′ protest. Here, in paragraph form (not bullet points), you will apply your knowledge about harmful media practices to this case, to the following specifications: Apply a minimum of three Harmful Racial DiscoursesPreview the document in your analysis. As you do so, support your argument by providing concrete evidence from primary sources (meaning the original media coverage itself), rather than secondary sources (in other words, don′t quote other people′s analyses of the media coverage.) Your evidence may include: headlines quotes taken from news coverage images taken news coverage links to multimedia content available online Every example you offer must be cited with an APA-style in-text citation (Links to an external site.), and each must also be included in your reference list on the last page of your report. (See section titled ″Appendix: References,″ below, for more info. Be sure you do more than present a laundry list of examples. You must also analyze each example (or group of examples) that you provide. Don′t assume they speak for themselves! Spell it out for your readers. Include references to course readings and materials from previous weeks to support your argument. For every such example, you′ll once again need to include APA-style in-text citations (Links to an external site.) and list them in the references on the last page of your report. Discussion: Best Practices In this section, explain to your client what the mainstream media could have done to provide fair coverage of the NFL protests, to the following specifications: Propose three alternative Frame—Narrative—Message structures that the media could have used for more accurate coverage. (See framing definitions,Preview the document provided by Race Forward, for definitions of these terms.) For the frames you propose, use the VPSA model (and cite the Visions, Values and Voice toolkit to outline a strategy that would successfully reframe the protests. (Use the VPSA Model HandoutPreview the document, which is derived from the information presented in theToolkitPreview the document, as you work.) Conclusion Here, offer a brief wrap-up of your case study report that recaps your main points and mentions that you are available for consultation in the future. Appendix: References Create a new page on which you offer a reference list that is formatted in APA style (meaning that it is alphabetized and includes all the details required by the style, as explained at the Purdue OWL web site (Links to an external site.). Your list must include everything you referred to as you authored your case study report, including news coverage, course readings, and any other external sources you referred to. References to print media sources (newspapers, magazines, etc.) should be formatted using these guidelines. (Links to an external site.) (Links to an external site.)References to multimedia content (TV shows, news broadcasts, etc.) should be formatted using these guidelines (Links to an external site.). As a reminder: each source you list here should have a corresponding reference (an APA-style in-text citation (Links to an external site.)) within the main body of your memo. — Questions? Comments? Please message me through the Canvas inbox. Thanks, and I look forward to reading your work! Rubric Engagement and Resistance Case Study Report Engagement and Resistance Case Study Report Criteria Ratings Pts This criterion is linked to a Learning Outcome Use of premise: Student taking role of media consultant ″Please imagine that you are a paid media consultant specializing in matters of race representation. Imagine, further, that a client has asked you to present a report that analyzes the media coverage of the NFL players′ protest.″ 3.0 pts Full Marks 0.0 pts No Marks 3.0 pts This criterion is linked to a Learning Outcome Format and Requirements, pt 1 Using the knowledge developed in this class, as well as personal expertise (knowledge gained through lived experiences), did the student create a polished, well-written memo that is 4 to 6 pages, single-spaced, for an imagined client to read? 4.0 pts Full Marks 0.0 pts No Marks 4.0 pts This criterion is linked to a Learning Outcome Format and Requirements, pt 2 On page 1, in the upper-left-hand corner, did the student include the following information? To: [Make up a client organization name] From: [Your name] Date: [Assignment submission date] RE: Report on media coverage of NFL players′ protest 3.0 pts Full Marks 0.0 pts No Marks 3.0 pts This criterion is linked to a Learning Outcome Format and Requirements, pt. 3 Does the report address use the bold subheadings required to structure the report? 4.0 pts Full Marks 0.0 pts No Marks 4.0 pts This criterion is linked to a Learning Outcome Background: About the Protests ″In this section, summarize the content and goals of the NFL players′ protests in your own words. Do not address media coverage here. Simply state the facts of when, how and why the NFL players engaged in this protest, without commentary or analysis. Here, you should refer to some external sources to determine what the NFL players′ actual goals were, as well as the timeline of their protests and major milestones in their protests′ timelines. As you do so, use APA style to include in-text citations that show where you got your information.″ 10.0 pts Full Marks 0.0 pts No Marks 10.0 pts This criterion is linked to a Learning Outcome Analysis: Harmful Media Practices, pt 1 Did the student apply a minimum of three Harmful Racial Discourses in their analysis? 30.0 pts Full Marks 0.0 pts No Marks 30.0 pts This criterion is linked to a Learning Outcome Analysis: Harmful media practices, pt 2 Did the student support their argument by providing concrete evidence from primary sources — headlines, quotes taken from news coverage, images taken news coverage, links to multimedia content available online, etc.? 30.0 pts Full Marks 0.0 pts No Marks 30.0 pts This criterion is linked to a Learning Outcome Analysis: Harmful media practices, pt 3 Does the student do more than present a laundry list of examples, being sure to also analyze each example (or group of examples) provided? 30.0 pts Full Marks 0.0 pts No Marks 30.0 pts This criterion is linked to a Learning Outcome Use of APA style ″Every example you offer must be cited with an APA-style in-text citation, and each must also be included in your reference list on the last page of your report.″ 50.0 pts Full Marks 0.0 pts No Marks 50.0 pts This criterion is linked to a Learning Outcome References to course readings / materials ″Include references to course readings and materials from previous weeks to support your argument. For every such example, you′ll once again need to include APA-style in-text citations and list them in the references on the last page of your report.″ 50.0 pts Full Marks 0.0 pts No Marks 50.0 pts This criterion is linked to a Learning Outcome Discussion: Best Practices In this section, explain to your client what the mainstream media could have done to provide fair coverage of the NFL protests, to the following specifications: ***ONE*** Propose three alternative Frame—Narrative—Message structures that the media could have used for more accurate coverage. (See framing definitions, provided by Race Forward, for definitions of these terms.) ***TWO*** For the frames you propose, use the VPSA model (and cite the Visions, Values and Voice toolkit to outline a strategy that would successfully reframe the protests. (Use the VPSA Model Handout, which is derived from the information presented in theToolkit, as you work.) 50.0 pts Full Marks 0.0 pts No Marks