brand activism dissertation

This dissertation critically examines brand activism on social media by using an intersectional feminist and anticapitalist lens. Through a comparative analysis of seven case studies, brand activism is defined as performative allyship and a contradiction, together with ethical capitalism and liberal feminism, since the priority of corporations is profit.

Brand activism on social media as performative: how liberal feminism capitalizes on social justice issues.

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Brand Activitism for Social Change: A Consumer Perspective

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Purpose – Brand activism is an emerging concept in academia and a growing phenomenon in marketing practice. When well-executed, evidence suggests that brand activism can create beneficial outcomes for the brand, such as increased sales or positive brand associations, but outcomes for the cause are harder to identify. This study aims to better understand how to create meaningful social change through brand activism. Specifically, this study uses a consumer-focused lens to understand how brand activism campaigns can be best designed to encourage meaningful consumer support responses for the cause to truly affect social change.

Methodology – To achieve the purpose of this study, three focus groups were conducted with a representative consumer sample. Within the context of the Black Lives Matter Movement, consumers’ interpretation of, responses to, and expectations of brand activism were discussed with regards to brand responses following the death of George Floyd in May 2020.

Findings – The results in this study revealed a shift in consumer expectations for brands that take a sociopolitical stand. Consumers are not looking for brands to use any specific campaign elements in their brand activism activity (e.g. a credible spokesperson) because they now look for an authentic internal commitment to support any external messaging at a bare minimum. This shift in consumer expectations was unexpected but highlighted the change in brand activism practice over the past few years. Consumers are less likely to contribute to a social cause on the back of brand activism because they think it is the brand’s responsibility to impact the cause directly.

Originality – This study contributes to the developing body of brand activism literature and provides a necessary early step to understanding the growing phenomena. While brand activism is still developing in the market, this study helps lay the foundation for future consumer research to help further, and ongoing brand activism activities benefit both the brand and the cause to affect social change.

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Backman, Fanny, and Fredrika Lundgren. "Millennials demand for brand activism : A qualitative studie about corporate brands using brand activism as a communication strategy to reach millennials." Thesis, Högskolan i Halmstad, Akademin för företagande, innovation och hållbarhet, 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-44876.

Rasmussen, Kirsten. "Brand Activism and Gender: Nike as a Case Study." BYU ScholarsArchive, 2021. https://scholarsarchive.byu.edu/etd/9007.

Lundemo, Dahlin Emma, and Diana Araf. "How Brand Activism Affects Consumer Attitude : A study on Swedish consumers’ attitudes towards companies using brand activism, with the Black Lives Matter movement as context." Thesis, Uppsala universitet, Företagsekonomiska institutionen, 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-434884.

Karlsson, Cornelia, Azra Kljako, and Therése Pauldén. "Is Political Activism the New Black? : Consumers' Attitudes toward a Brand that uses Political Activism in Advertisement." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-65198.

Aronsson, Henrik, and Paul Kato. "Brand activism, does it work? : A quantitative study on how advertising that contains elements of social activism affects consumer-based brand equity and how it in turn affects consumer purchasing engagement." Thesis, Mälardalens högskola, Akademin för ekonomi, samhälle och teknik, 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:mdh:diva-54508.

Mukherjee, Sourjo. "Three essays on emerging issues in consumer behavior." Thesis, Cergy-Pontoise, Ecole supérieure des sciences économiques et commerciales, 2020. http://www.theses.fr/2020ESEC0003.

Falkenstein, Luisa. "Not a Brand but a Voice : The Advertising and Activism of Oatly in Germany." Thesis, Malmö universitet, Malmö högskola, Institutionen för konst, kultur och kommunikation (K3), 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:mau:diva-37004.

Mekuriaw, Masstewal, and Muskaan Khurana. "Jumping on the bandwagon? : an explorative study on how female Gen Z consumers perceive global brands’ engagement in activism, and how their perception influences their brand loyalty." Thesis, Högskolan Kristianstad, Fakulteten för ekonomi, 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:hkr:diva-22167.

Fransson, Gustavsson Lisa, and Emma Lindmark. "Är varumärken de nya politikerna? : En kvalitativ studie om olika generationers upplevelse av brand activism i förpackningsdesign." Thesis, Södertörns högskola, Företagsekonomi, 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:sh:diva-45851.

Chafloque, Uyén Carlos Alberto. "Actitudes afectivas femeninas respecto al brand placement en Facebook, contextualizadas en la marcha “#NiUnaMenos”." Bachelor's thesis, Universidad Peruana de Ciencias Aplicadas (UPC), 2021. http://hdl.handle.net/10757/655982.

Ortega, Mendoza Regina Mariela. "El Femvertising y la imagen de una marca de género masculino desde la perspectiva masculina." Bachelor's thesis, Universidad Peruana de Ciencias Aplicadas (UPC), 2020. http://hdl.handle.net/10757/653959.

Descouens, Margot, and Valentine Gerbault. "Generation Y’s attitude towards femvertising in cosmetics: women empowerment or purplewashing? : A mono-method qualitative study." Thesis, Umeå universitet, Företagsekonomi, 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-185097.

Benmecheddal, Ahmed. "Comprendre les actions militantes anticonsuméristes : une approche par la théorie des conventions." Thesis, Lille 2, 2015. http://www.theses.fr/2015LIL20009/document.

Uvelind, Sanne. "Vit, smal och rik : En kvalitativ undersökning av hur kvinnan porträtteras i reklambilden för skönhetsprodukter." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-76541.

Novotná, Andrea. "Budování značky." Master's thesis, Vysoká škola ekonomická v Praze, 2008. http://www.nusl.cz/ntk/nusl-9127.

Wight, Philip A. "From Citizens to Consumers: The Countercultural Roots of Green Consumerism." Ohio University / OhioLINK, 2013. http://rave.ohiolink.edu/etdc/view?acc_num=ohiou1368030088.

Kype, Benjamin, and Leo Genberg. "Borde Zlatan ryta till? : En experimentell kvantitativ studie om marknadsaktiviteters påverkan på en Celebrity Endorsers uppfattade varumärkespersonlighet." Thesis, Högskolan i Halmstad, Akademin för ekonomi, teknik och naturvetenskap, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-37175.

Brand, Janko [Verfasser]. "A stomatin dimer modulates the activity of acid-sensing ion channels / Janko Brand." Berlin : Freie Universität Berlin, 2012. http://d-nb.info/1030382700/34.

Oh, Kyoungwhan. "The effects of brand, design, and price on intent to purchase an activity tracker." Thesis, The Florida State University, 2014. http://pqdtopen.proquest.com/#viewpdf?dispub=1559554.

As technology development has made the world better, the benefits of such development are also increasingly related to sports activities. Many sports devices have been combined with Information Technology (IT). One great example is an IT-combined sport device called "Activity Tracker." It is a device that is worn on the body and records a user's body status such as calories burned, steps walked, or heart rates. With people's increasing attention to their health, it is expected that the popularity of the devices will increase. To aid in the sales of activity trackers in a competitive market, the manufacturers should be familiar with the impact of product cues such as brand, price, and design on consumers' perceived quality, which will influence their willingness to buy.

The study was quantitative; paper and pencil questionnaires were utilized. The instruments were derived from three existing studies. The study participants were Florida State University undergraduate and graduate students; 200 questionnaires were distributed to students enrolled in Lifetime Activity Program (LAP) courses and/or visiting a recreation center on campus. The final sample size was 144 participants. The data was analyzed using several statistical methods with PASW Statistics 20.0. From the descriptive statistics, the frequency counts and/or mean scores were computed for profiling the participants. The Cronbach's alpha scores, and item-to-total correlations were utilized to assess the internal consistency of the factors measured with the questionnaires. The assumptions of multiple regression, including as normality, linearity, homoscedasticity, and multicollinearity were assessed. Multiple regressions were utilized to gauge the extent to which price, brand, and design influence perceived quality. As the final step, a simple regression was utilized to measure the relationship between perceived quality and willingness to buy.

Examination of this data revealed several significant results regarding the relationships between product cues, perceived quality, and willingness to buy. While brand (t=6.779; p<.05; beta=.522) and design (t=5.934; p<.05; beta=.450) had a positive impact on perceived quality, price (t=-1.681; p>.05; beta=-.139) had no significant impact on perceived quality. Perceived quality (t=6.060; p<.05; beta=.453) had a positive impact on willingness to buy; however, the variance (20%) accounted for in willingness to buy was low, meaning that there may be mediating variables between perceived quality and willingness to buy.

Mannerfelt, Katarina, Terese Fält, and Johanna Widell. "Tennis for Everyone? Identifying the Core and Aligning the Competencies : A Smashing Study of Bankeryds Tennisklubb." Thesis, Jönköping University, JIBS, EMM (Entrepreneurship, Marketing, Management), 2008. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-1175.

In 1974 - 81 Björn Borg conquered the tennis courts and his opponents around the world (International Tennis Hall of Fame, 2006). Today Jonas Björkman, Robin Söderling and Joachim "Pim-Pim" Johansson are the most successful Swedish tennis players according to the ATP ranking (2007). Svenska Tennisförbundet (2007) has a vision, that through the engagement of tennis clubs around Sweden secure the position as a world leading tennis nation. Bankeryd Tennisklubb is one of those engaged tennis clubs and is situated in Bankeryd, a smaller village in the outskirts of Jönköping. The organization was established in 1958 and has 230 members. They are striving to achieve a feeling of “we” among its members (Bankeryds Tennisklubb, 2007).

Bankeryd’s Tennisklubb wants to find out what their core activity is and if this is clear to their members. Therefore the purpose of this thesis is to examine the core activity of Bankeryd’s Tennisklubb to improve and strengthen the organization’s brand. Core activity within business and organizations is the inner core of importance, the main thing about a service or a product according to Eagan and Harker (2005). This is in turn dependent on the core competencies discovered within the organization (Beech & Chadwick, 2004). The theoretical framework also includes brand management and since the core activity of BTK is interrelated with the brand BTK the two concepts are not separated.

To answer the purpose a questionnaire was distributed among the members of Bankeryd’s Tennisklubb. To get a deeper understanding about the feelings of the members, four focus groups were carried out. The data collected was then analyzed with the support of the theoretical framework.

From the analysis it was found that the members thought the core activity of BTK should be the tennis practice and that the feeling of “we” at the club and that surrounding activities are less important. The deciding factor of whether or not to stay as members within the club was the quality level of the tennis practice. Conclusions drawn are that BTK should focus more on tennis practice but not be a professionalized club striving to reach the elite by themselves. With the “we” feeling and the corporate culture combined with knowledge about customer expectations on high-quality tennis practice they can build a stronger brand.

Sammanfattning

Björn Borg, svensk tennis spelare som blev en av världens främsta tennis spelare, erövrade tennisbanor världen över 1974 -81 (International Tennis Hall of Fame, 2006). Idag är Jonas Björkman, Robin Söderling och Joachim ”Pim-Pim” Johansson de mest framgångsrika svenska tennisspelarna enligt ATP rankingen (2007). Svenska Tennisförbundet (2007) har en vision att genom engagemang från tennisklubbar runt om i Sverige kunna säkra positionen som världsledande tennisnation inom en snar framtid. Bankeryds Tennisklubb är en av de klubbarna och finns i Bankeryd, en ort strax utanför Jönköping. Organisationen grundades 1958 och har idag 230 medlemmar. De strävar efter en ”vi” känsla bland medlemmarna och inom klubben (Bankeryds Tennisklubb, 2007).

Bankeryds Tennisklubb vill gärna ta reda på vad deras kärnverksamhet är och om den är tydlig för deras medlemmar. Syftet med uppsatsen är därför att undersöka och förtydliga Bankeryds Tennisklubbs kärnverksamhet för att stärka organisationens varumärke. Kärnverksamheten inom företag och organisationer är den innersta kärnan; den huvudsakliga servicen eller produkten enligt Eagan och Harker (2005), som i sin tur är beroende av kärnkompetens som finns inom organisationen (Beech & Chadwick, 2004). Den teoretiska referensramen förklarar även konceptet brand management och eftersom kärnverksamheten på Bankeryds Tennisklubb står i så pass nära relation till varumärket BTK separeras inte de två koncepten.

För att kunna besvara syftet med uppsatsen gjordes en datainsamling genom en enkätundersökning bland medlemmarna på Bankeryds Tennisklubb. Fyra fokusgrupper genomfördes sedan för att få en djupare förståelse för medlemmarnas tankar och känslor. Den insamlade informationen analyserades sedan utifrån och med stöd av den teoretiska referensramen.

Analysen visade att medlemmarna ansåg att kärnverksamheten inom BTK skulle vara tennisträning och att “vi”-känslan framstod som mindre viktig. Faktorn som avgör om medlemmarna stannar inom klubben eller ej är nivån på tennisträningen. Slutsatserna blev att BTK ska fokusera mer på tennisträning som främsta aktivitet, men inte bli en klubb som satsar på professionell tennis på egen hand. ”Vi”-känslan och den interna kulturen i kombination med kännedom om medlemars förväntningar på tennisträningens kvalité kan bygga ett starkt varumärke.

Bosshard, Shannon, Jesse Bourke, Sajeev Kunaharan, Monika Koller, and Peter Walla. "Established liked versus disliked brands: brain activity, implicit associations and explicit." Taylor & Francis Group, 2016. http://epub.wu.ac.at/5005/1/23311908.2016.pdf.

Fullana, Blanca. "Brand patrimony: on the hypertext of the brand asset and its corporate culture and identity principles accountability: a new context-paradigm perspective about one of today's most valuable organizational assets, the managing responsability it conveys and a recommended guide for relevant corporate communications functions and activity." Doctoral thesis, Universitat Pompeu Fabra, 2016. http://hdl.handle.net/10803/401586.

Brand, Simone [Verfasser], Roger S. [Akademischer Betreuer] Goody, and Philippe [Gutachter] Bastiaens. "Genetically encoded conformational probes for small GTPase activity / Simone Brand ; Gutachter: Philippe Bastiaens ; Betreuer: Roger S. Goody." Dortmund : Universitätsbibliothek Dortmund, 2018. http://d-nb.info/1160443602/34.

Overall, Rupert Verfasser], Gerd [Akademischer Betreuer] [Kempermann, Michael [Akademischer Betreuer] Brand, and Robert [Akademischer Betreuer] Williams. "Modelling genetic networks involved in the activity-dependent modulation of adult neurogenesis / Rupert Overall. Gutachter: Michael Brand ; Robert Williams. Betreuer: Gerd Kempermann." Dresden : Saechsische Landesbibliothek- Staats- und Universitaetsbibliothek Dresden, 2015. http://d-nb.info/1075704669/34.

Overall, Rupert William [Verfasser], Gerd [Akademischer Betreuer] Kempermann, Michael [Akademischer Betreuer] Brand, and Robert [Akademischer Betreuer] Williams. "Modelling genetic networks involved in the activity-dependent modulation of adult neurogenesis / Rupert Overall. Gutachter: Michael Brand ; Robert Williams. Betreuer: Gerd Kempermann." Dresden : Saechsische Landesbibliothek- Staats- und Universitaetsbibliothek Dresden, 2015. http://nbn-resolving.de/urn:nbn:de:bsz:14-qucosa-164782.

Soto, Alanoca Georgia Fernanda. "Femvertising: Influencia del activismo de marca en la imagen de marca. Caso: Nike “Dream creazier”." Bachelor's thesis, Universidad Peruana de Ciencias Aplicadas (UPC), 2020. http://hdl.handle.net/10757/653584.

Öhrnell, Gunnar, and Yunchen Sun. "Attitude, Activity and Destination Brand Identity among Swedish Entrepreneurs in Heritage Tourism : a case study of the UNESCO site of Decorated Farmhouses in Hälsingland." Thesis, Uppsala universitet, Företagsekonomiska institutionen, 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-325237.

González, Ortiz Gemma. "Natural sources against veterinary pathogens: evaluation of the anti-adhesive and anti-biofilm activity of wheat bran." Doctoral thesis, Universitat Autònoma de Barcelona, 2013. http://hdl.handle.net/10803/129292.

Oliveira, Melissa dos Santos. "Disponibilização de compostos funcionais em farelo de arroz fermentado em estado sólido." reponame:Repositório Institucional da FURG, 2009. http://repositorio.furg.br/handle/1/6066.

Ebling, Patrícia Diniz. "FARELO DE ARROZ DESENGORDURADO E DIFERENTES MÉTODOS DE INCORPORAÇÃO DE FITASE EM DIETAS DE POEDEIRAS COMERCIAIS." Universidade Federal de Santa Maria, 2011. http://repositorio.ufsm.br/handle/1/10763.

Chesneau, Laurent. "L'appréhension du fonds de commerce par le droit fiscal." Thesis, Lyon, 2017. http://www.theses.fr/2017LYSE3068.

Domingues, Yvan José. "Brand activism in social media : the impact of brand activism content on Instagram engagement." Master's thesis, 2021. http://hdl.handle.net/10400.14/35743.

Fernandes, Ana Rita Correia. "Brand activism : why is it time for brands to act?" Master's thesis, 2021. http://hdl.handle.net/10400.14/34796.

Como, Fabrizio. "The effect of brand activism and perceived political orientation on brands in the era of socio-political consumption." Master's thesis, 2021. http://hdl.handle.net/10071/24209.

Neumaier, Alexandra. "Brand personality and provocative crisis communication : a case study on True Fruits." Master's thesis, 2021. http://hdl.handle.net/10400.14/37116.

Maciel, Gabriela Silva. "O demarketing verde como o conector que aproxima a sustentabilidade ambiental da inclusão socioeconómica: a matriz demarket + ing." Master's thesis, 2021. http://hdl.handle.net/10362/132489.

Vasiukov, Denis. "Corporate social responsibility in customer-based brand equity: general customers perception of «activia» brand." Master's thesis, 2017. http://hdl.handle.net/10198/14668.

Mendonça, Ana Rita de Olival. "Consumer-brand engagement in OTC medication: Can pharmaceutical companies increase brand usage intentions by improving perceived social media activity?" Master's thesis, 2020. http://hdl.handle.net/10071/21452.

Silva, Diogo Filipe Prada da. "EEG mapping of brain activity resulting from stimulation with brand logos." Dissertação, 2020. https://hdl.handle.net/10216/130840.

Silva, Diogo Filipe Prada da. "EEG mapping of brain activity resulting from stimulation with brand logos." Master's thesis, 2020. https://hdl.handle.net/10216/130840.

Li, Chong-You, and 李重佑. "Purification, preparation and activity analysis of rice bran lipase." Thesis, 2018. http://ndltd.ncl.edu.tw/handle/2e68j4.

LIAO, HENG-YI, and 廖恒毅. "A Study of Teaching Activity Design with Click-and-Mortar Marketing on Brand Equity and Brand Loyalty - Taking an Example of English Cram School." Thesis, 2019. http://ndltd.ncl.edu.tw/handle/5y9znm.

Loureiro, Filipa Aguiar. "The implications on customer brand perceptions of merger & acquisition activity in the luxury industry." Master's thesis, 2014. http://hdl.handle.net/10400.14/16636.

Gopalakrishna, K. N. "Structure-activity relationship of lipase from wheat germ and rice bran." Thesis, 2000. http://hdl.handle.net/2009/2818.

Dona, Arshala Madapathage. "Enhancing antioxidant activity and extractability of bioactive compounds of wheat bran using thermal treatments." 2011. http://hdl.handle.net/1993/4505.

Lee, Hsin-Yi, and 李信宜. "Effect of Wheat Bran Addition on Nattokinase Activity of Commercial Bacillus Strains." Thesis, 2007. http://ndltd.ncl.edu.tw/handle/13068860265326361683.

Omo-Obas, Promise. "The influence of political party branding on voting brand preference among the youth in South Africa." Thesis, 2017. https://hdl.handle.net/10539/24132.

Grzybczyk, Julia. "Fashion and diversity politics: what are consumers´ attitudes and expectations towards diversity and inclusion of fashion brands?" Master's thesis, 2021. http://hdl.handle.net/10362/130978.

Yuan, Yung-Te, and 元永德. "The Study on Influencing Factors of Consumer Bevavior in Brand benefit,Perceived quality,and Promotional activity in the Health Certificate Drink." Thesis, 2008. http://ndltd.ncl.edu.tw/handle/47876042267123892597.

Lin, Shih-Wei, and 林詩維. "Antioxidant Activity of Saccharomycopsis Fibuligera PF32 Fermentation of Rice Bran and Rice wine Manufacture Application." Thesis, 2012. http://ndltd.ncl.edu.tw/handle/pz2673.

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Brand activism and gender: nike as a case study.

Kirsten Rasmussen , Brigham Young University Follow

Nike is a prominent company that engages in brand activism, a marketing approach wherein they brand themselves as socially progressive by adopting public stances on controversial social issues. Because Nike resides at the intersection of media and sports, both of which are institutions that gender plays an important role in, an exploration of how Nike constructs gender in its commercials may illuminate the authenticity of its brand activism and progressive politics. Through a content analysis of 131 commercials released by Nike in the past decade, I explore whether their reputation as a socially progressive company extends to genuinely diverse and inclusive portrayals of gender in their commercials, or if they instead continue to rely on gender stereotypes. My results indicate that Nike commercials continue to treat sports as a predominantly masculine realm in which male athletes compete, therefore marginalizing athletes who are female or who do not display traditional masculine qualities. I also find that the bulk of athletes portrayed by Nike are those that adhere to gender stereotypes, indicating that Nike chooses to reinforce hegemonic masculine ideals rather than being genuinely inclusive and progressive in regard to gender.

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Family, Home, and Social Sciences; Sociology

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Rasmussen, Kirsten, "Brand Activism and Gender: Nike as a Case Study" (2021). Theses and Dissertations . 9007. https://scholarsarchive.byu.edu/etd/9007

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brand activism, gender stereotypes, sport typing, content analysis, Nike

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Honors Theses

Ensuring brand activism in integrated marketing communications campaigns resonates with millennial consumers.

Anna Hermann Follow

Date of Award

Spring 5-9-2020

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Undergraduate Thesis

Integrated Marketing Communication

First Advisor

Christina Sparks

Second Advisor

Robin Street

Third Advisor

Robert Magee

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Dissertation/Thesis

The purpose of this thesis is to determine how consumers, specifically in the millennial generation, perceive brand activism. Additionally, the study will give recommendations to marketing and public relations professionals creating activist-minded marketing campaigns. As brand activism can be incredibly divisive and controversial, this research is essential in order to understand how best to resonate with, instead of alienate, millennial consumers. The aim of the thesis is to answer the following research questions: (1) How do millennial consumers perceive brands that engage in brand activism and (2) How can marketing and public relations professionals ensure brand activism resonates with millennial consumers?

To answer the research questions, the thesis will begin by offering a definition of the terms “brand” and “brand activism,” as well as additional relevant terms based upon the analysis of existing definitions. To answer the first research question, an analysis of secondary research on the topic will be completed and the results of a survey administered by the researcher to millennials regarding their feelings on brand activism will be presented. Lastly, two sections of the thesis will be dedicated to answering the final question: case studies and interviews with business professionals. The insight gathered while conducting this research will allow the researcher to develop recommendations for business professionals creating activist-minded campaigns for corporate brands.

Recommended Citation

Hermann, Anna, "Ensuring Brand Activism in Integrated Marketing Communications Campaigns Resonates with Millennial Consumers" (2020). Honors Theses . 1571. https://egrove.olemiss.edu/hon_thesis/1571

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Following his release from prison in 1970, Newton is introduced to movie producer Bert Schneider (Alessandro Nivola) and his best friend and business partner, Steve Blauner (P. J. Byrne). Fascinated with the “Free Huey” campaign, which had only grown since Newton’s 1967 arrest for allegedly killing a police officer, Schneider decides a biopic of Newton starring comedian Richard Pryor (Inny Clemons) should be his next project. Though the revolutionary activist is initially apprehensive, he’s ultimately charmed by the producer’s tenacity and the thousands of donation dollars he puts towards the Panther’s survival programs. Though the movie is never made, the men eventually form a bond, which is how Newton and his girlfriend, Gwen Fontaine ( Tiffany Boone ), end up on Schneider’s doorstep four years later, evading the LAPD. 

Additionally, Newton’s drug use and paranoia are represented in some scenes throughout the show, but they are only fringe topics. Newton’s mounting mental health and addiction issues, exacerbated by his forced isolation in prison and being constantly surveilled by the FBI and Agent Sydney Clark (Marc Menchaca), could have been unpacked here. Also, it’s always lovely to see Boone — who was so good in Prime Video’s “Hunters”— in any role, but she’s hardly given anything to do. Throughout “The Big Cigar,” she is simply an emotional blanket for Holland’s Newton. Likewise, while female Black Panther leaders like Moses Ingram’s Teressa Dixon kept the group from falling apart when the men were either killed, imprisoned or forced into exile, their contributions are barely examined in this tale. 

The series moves at a rapid-fire pace. Yet, Episode 5, “Lost Paradise,” is the strongest of “The Big Cigar” because it slows down a bit. Additional information about the incident and arrest that made it necessary for Newton to run come to light. Moreover, his relationship with his father, Walter (Glynn Turman), which was a catalyst for his desire to change the status quo for Black Americans, is also put front and center. 

Though Newton’s absconding to Cuba was undoubtedly major news when it happened, “The Big Cigar” fails to capture the heightened stakes of the event. Furthermore, the show never clarifies the depth of Newton and Schneider’s friendship. Bored by his own circumstances as a wealthy Hollywood bigwig, Schneider’s decision to help Newton feels rather self-congratulatory, sliding into the realm of a Great White Savoir. 

Huey P. Newton was a very complicated person. However, his contributions to the Black Panther Party, whose Free Breakfast for Children is still used in schools across America today, and the Black Power Movement cannot be overstated. Because “The Big Cigar” is so focused on a singular event (that happens to place Hollywood in a co-starring role), a great deal of Newton and the Panthers’ legacy is neglected, leaving the viewer to question who this series is for. 

The first two episodes of “The Big Cigar” premiere May 17 on Apple TV+ with new episodes dropping weekly on Fridays.

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Reporting by David Lawder in Washington Editing by Dan Burns and Matthew Lewis

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