In a controversial Pepsi commercial released a few years ago, a sort of march is shown forming while Kendall Jenner is getting ready for what most likely is a modeling shoot. The commercial shows a very diverse group of people that are all joining the march and Jenner is seen being beckoned and finally takes off her wig and joins them, grabbing a Pepsi. She walks with the group of people and finally walks up to the officers that are blocking the marches and hands the Pepsi to one of them. This became a very controversial commercial, and one for which Jenner eventually apologized for, because no one could really figure out the point of the commercial. Many thought that Pepsi was trying to imply that by drinking Pepsi together, major conflicts that cause marches and protests could be solved, which when you think about it, isn’t logical. Although the full commercial was taken down for TV immediately, it can still be found on youtube accompanied by a very interesting comments section.
When I decided to do a controversial commercial, I figured that the comments may turn very nasty especially against each other, but in many cases, the comments remained pretty rational. For example, one person commented that they didn’t understand what was so bad about the advertisement which is kind of a reasonable question in this circumstance. I think that the person probably knew that the commercial wasn’t Pepsi’s best, but it’s definitely difficult to identify all of the things at play in the commercial that make it so controversial. People responded to this comment with “if someone tried to do this in America, they’d probably get shot.” Which is yes, far-fetched, but not completely out of the question considering all of the police brutality issues that had recently been on the rise. So as you can see, people are raising important questions and responses, but the comments do not reach a very radical point at least in the first section. Looking at this comments thread from Gastil’s point of view, I think that it could be considered deliberation to an extent. The only issue is that when people see something controversial, an opinion is usually formed quickly and people don’t like to listen to opposing viewpoints especially when it’s controversial, but this comments thread is still a pretty good example.
Staying on this same comment that someone posted asking what was so bad about the commercial, once people started responding, the person didn’t comment back which people will usually do if they disagree. Also, the person posted the question to a public forum, showing they were open to hearing other opinions and considerations which is one of the criteria of deliberation: being open to other thoughts.
One of the biggest aspects of the commercial that people pointed out was that Kendall took off her wig and handed it to an African-American person. In the thread someone comments that as an African-American, they saw no harm done and pointed out that a lot of people working as a hairstylist in the entertainment industry are black. This fosters understanding in the discussion especially because it’s coming from a black person. While there were a lot of black people that were upset by this commercial, posting this comment showed a different perspective from the same side leading others to a better understanding that handing her wig to that person maybe shouldn’t be considered controversial.
As I said before, not many of the comments became too radical. Sure there was name-calling but nothing became too out of hand. Many of the comments were people just explaining their opinion in a very rational and logical way. Because there was limited shaming/verbal abuse/illogical name-calling this shows some degree of respect for others when commenting which is another key factor in organizing deliberation.