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Why Michael Jordan Missed the Mark in 1st Attempt at Social Consciousness
- Updated: July 28, 2016
Michael Jordan’s recent statement to The Undefeated on police brutality is a quick read.
The sparse number of words isn’t the problem, though; it’s what he says. The Gettysburg Address came to a grand total of 272 words, so we know size isn’t the fulcrum on which greatness turns. Greatness is impacted by spirit, and his comments are devoid of it.
He unexpectedly addressed the issue of black people and police brutality, energizing fans who had long given up on Jordan’s potential as a social crusader. He mentions that he “can no longer stay silent” and that he is “saddened and frustrated by the divisive rhetoric and racial tensions that seem to be getting worse as of late.”
The shock of his commenting was followed by a barrage of keyboard slow claps, many lauding him for finally acknowledging a serious social issue.
Many consider this a win, a big deal in and of itself. Ronda Racha Penrice, cultural historian and author of the book African American History for Dummies, is among them.
“Jordan is not Ali and never will be, but that’s not his way. He is more of a ‘show you’ type of person than a ‘tell you’ type,” Penrice told Bleacher Report. “For him to say anything, no matter how small, is big.
“I’m from Chicago, and I know of a lot of the stuff that Jordan did on the low for communities. Jordan came from the generation where people adopted the ‘it doesn’t matter what they say as long as you’re getting money’ mantra. I guess he feels like he has a greater responsibility now.”
But why now? Why, after decades of silence, would Jordan suddenly feel this greater responsibility?
Melissa Dodd, a professor at the University of Central Florida who focuses on corporate activism, ushered me to a theory. Dodd noted that consumers today are looking for companies that aren’t scared to speak up. Giving your brand a social cause now may be better business than it was yesterday.
“These conversations weren’t happening before, and smart companies are choosing to engage rather than letting it happen without their opinion being a part of it,” Dodd says. “Being involved is especially important to millennials, who grew up with the collapse of Enron and distrust of banks, so they hold companies to higher standards. They support organizations that they feel have views aligned with theirs.”
Jordan’s perceived ideology has been simplified to an alleged quote going back over a quarter century.
“Republicans wear sneakers too.”
This quote exists as a ghost, since there’s never been any verifiable proof he ever uttered the statement. It gained traction throughout the years because …
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