How A&E justifies its decision to back down
How did A&E justify its decision to flip-flop on the “Duck Dynasty” flap?
A week ago, when it suspended Phil Robertson because of his views on homosexuality, it said they “in no way reflect those of A+E Network.”
By Friday, its views of his views had apparently changed. After more than 250,000 people signed a petition calling for Robertson’s return, A&E announced it had lifted the suspension, without Robertson missing a single episode. The network now said the show shares a message of “unity, tolerance and forgiveness.”
Here’s how A&E went from calling the statements disappointing last Wednesday to praising “Duck Dynasty” for its inclusive message nine days later.
“We are extremely disappointed to have read Phil Robertson’s comments in GQ, which are based on his own personal beliefs and are not reflected in the series ‘Duck Dynasty.’ His personal views in no way reflect those of A+E Networks, who have always been strong supporters and champions of the LGBT community. The network has placed Phil under hiatus from filming indefinitely.”
“As a global media content company, A+E Networks’ core values are centered around creativity, inclusion and mutual respect. We believe it is a privilege for our brands to be invited into people’s home and we operate with a strong sense of integrity and deep commitment to these principals.
That is why we reacted so quickly and strongly to a recent interview with Phil Robertson. While Phil’s comments made in the interview reflect his personal views based on his own beliefs, and his own personal journey, he and his family have publicly stated they regret the “coarse language” he used and the mis-interpretation of his core beliefs based only on the article. He also made it clear he would ‘never incite or encourage hate.’ We at A+E Networks expressed our disappointment with his statements in the article, and reiterate that they are not views we hold.
But Duck Dynasty is not a show about one man’s views. It resonates with a large audience because it is a show about family… a family that America has come to love. As you might have seen in many episodes, they come together to reflect and pray for unity, tolerance and forgiveness. These are three values that we at A+E Networks also feel strongly about.
So after discussions with the Robertson family, as well as consulting with numerous advocacy groups, A&E has decided to resume filming “Duck Dynasty” later this spring with the entire Robertson family.
We will also use this moment to launch a national public service campaign (PSA) promoting unity, tolerance and acceptance among all people, a message that supports our core values as a company, and the values found in Duck Dynasty. These PSAs will air across our entire portfolio.”