The Politics of Brand Communication: How Georgia’s Voting Law Forced Brands to Speak Up

Abstract

Following more than a year of political and social unrest in the United States, as well as a tumultuous election season and the storming of the Capitol, the state of Georgia signed a new voting law in March 2021. Under the leadership of Governor Brian Kemp, the “Election Integrity Act of 2021” was implemented to increase voting accessibility and trustworthiness. Instead, the law created national outrage and was criticized as suppressing the accessibility to non-White voters and lower income voters. Many brands that are headquartered in Atlanta spoke out publicly against the bill and Major League Baseball moved the location of the 2021 All-Star game to demonstrate the MLB’s disapproval of the bill. This case demonstrates how people in professional contexts can be informed by the merging of political and business interests through the dynamics of reputation management, corporate communication, and corporate social responsibility.

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