Passions in America have seldom been higher than they are right now, with the moment crystallizing around bystander video of a Minneapolis police officer kneeling on George Floyd’s neck until he’s dead, as three other officers let it happen, all over the matter of $20.
After a week saw protests over police brutality and racial injustice erupt all over the nation, and indeed around the globe , dozens of corporations felt compelled to make public statements about the state of the country and make their stances on racial justice clear. Few, however, did so quite like kids’ network Nickelodeon .
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On June 1, a week after George Floyd died, the network aired a broadcast in tribute to the 46-year-old father.
At 6 p.m. that night, the station went dark for 8 minutes and 46 seconds, the same amount of time the officer kneeled on George Floyd’s neck. During that period, only the sound of breathing could be heard, and only the words “I can’t breathe” were on screen.
After the broadcast, the channel aired a video that re-iterated its “Declaration of Kid’s Rights.”
The message was also shared on its social media platforms, as well as messages supporting Black Lives Matter, stating “We stand in solidarity with our Black colleagues, creators, partners, and audiences and condemn all acts of racism, discrimination, and acts of senseless violence.”
For many parents out there, the broadcast provided an opportunity to speak with their kids about race and justice.
“Just wanted to say thank you for doing this as this gave me another opportunity to talk with my kids about what’s been going on,” wrote one parent on Facebook. “Thanks for giving the kids the chance and being there for them.”
“This is a great opportunity for parents to talk about the issues, inequalities and injustices going on in this country,” wrote another. “We’ve had many conversations with our kids on a range of subjects and recently have being discussing what is currently going on. Thank you for using your platform for good and to spread awareness.”
However, while the vast majority of Nickelodeon’s audiences welcomed both the company’s statements and the George Floyd tribute, some parents took exception.
One mother went on an expletive-laden rant on a since-deleted Twitter video over the broadcast, saying it “scared” her child.
That mother received considerable backlash for her tweet, including one who noted that “Nickelodeon blacked out their network in honor of #GeorgeFloyd for 8 minutes and people are really screaming at them for traumatizing their children. Black children are being shot and killed by police and YOUR children should know and be taught anti-racism. Also you’re racist.”
The mother eventually deleted her entire Twitter account.
On Facebook, a similar story played out in Nickelodeon’s comments section.
Several echoed this parent’s statement about wanting to have some control over when to bring up the conversation with their kids rather than having a TV program bring it up.
“Yes, me too. Not for kids. And not a cartoon channels place! We are getting rid of Nickelodeon,” wrote another parent. “They can stay off the air here. Along with PBS and NICK JR. Inappropriate platform and audience. LEAVE THE KIDS OUT OF IT!!! RESPECT THE PARENTS!!
However, as many, many others pointed out, black kids don’t have the luxury of choosing when they’re going to experience racism and have to discuss it, and they live scared all the time.
Nickelodeon has stuck to its guns, too.
Although the company’s social media managers have seldom weighed in on the matter, even going so far as turning off the comments section on its Instagram post, when they have commented, they have been clear and unapologetic.
