Netflix’s “Making a Murder” is Destroying Wisconsin’s Reputation

Every city has a brand, and Manitowoc County, WI could feel long-term repercussions as more support floods the accused.

As I watched the last episode, I sat there dumbfounded, frustrated, and angry. How have they kept such innocent men in prison while a corrupt police department and city are set free? The evidence is clear!

Netflix released its second season of Making a Murder as it continues to follow the story of Steven Avery and Brendan Dassey who were sentenced to life in prison for raping and murdering Teresa Halbach. Avery (56) and Dassey (29) have spent a majority of their lives in jail for what many argue as wrongful convictions, a corrupt state justice system, and police foul play.

No matter which side of the aisle you are on regarding the innocents of Avery and Dassey, one thing remains clear: Manitowoc County and the state of Wisconsin could feel long-term repercussions from the Netflix series.

Reputation is at Stake

Just as businesses and individuals have brands, so to do states, organizations, or large groups of people.

When you think about a brand, think about their reputation. At the core, a brand represents your perception of their services, quality of products, visual appeal, interactions, and associations. It’s a collective group of things that fill in the big picture of how you view the brand.

Reputation matters because it’s your “beliefs or opinions that are generally held about someone or something” and specifically, what characteristics and habits they possess. Someone’s reputation causes us to act or react in various ways, giving us a clear stance on how we should view them and trust them. Even if we don’t have substantial evidence to view someone or something with a negative reputation, our initial beliefs or opinions can easily outweigh the truth and cause us to stand for what we believe in, even if it’s wrong. Reputation plays a crucial role in the minds of brands.

The Power of Social Media & Netflix

Netflix and social media have such a powerful position in today’s society and tie into how we perceive the world. It’s undeniable that if a large group of people believes in something, they can move things to action. This is certainly the case with the hit series Making a Murder, as what seems to be thousands of individuals on Facebook, Twitter, and Instagram speaking out for Avery and Dassey’s innocence and reform of the criminal justice system inside of Manitowoc County and Wisconsin.

As Making a Murder’s following and audience grow, it’s all but evident that Manitowoc County and the state of Wisconsin has a reputation crisis that could damage their state’s reputation and leave a lasting negative impact for years to come.

It’s All About Perception

No matter your opinion on the case, Making a Murder has exposed the perception of foul play in Manitowoc County and ultimately, the criminal justice system as a whole. This could cause major damage to the state down the road, as those who watch the series now will have a reason to have a negative connotation towards the city and state. This can easily cause a decrease in future citizens, business, and quality of life in the future.

If I were to ask you if you would move to Manitowoc County, what would you say? Consciously when asked, you might say yes, be that it’s a small town, it has a nice community, or your dream job is there, whatever the case may be. However, unconsciously you might have a different response.

Even if you didn’t watch the series, you might understand the narrative and even heard the story on social or from friends. You might not know it, but this impacts you as you have already collected associations (either negative or positive). These associations are snippets of information, experiences, or encounters you have with a brand (in this case Manitowoc County) which you store up to create a perception. This perception is what drives your emotions, actions, and behaviors. It doesn’t matter if it’s not reality, it’s your perception of reality which makes it real.

What Does the Future Look Like for Wisconsin?

The question we have to ask ourselves is: Who is watching Making a Murder right now? Are these millennials? If so, ten to fifteen years down the road could look bad for Wisconsin when millennials reach higher incomes, reach a developed family status, and look for vocations other than where they grew up. If the option to move to Manitowoc County presents itself, are they going to take it? Is their negative perception so strong even to outweigh a more logical approach when taking a job or raising a family? Will they choose to do business outside of the city with the most corrupt law enforcement?

In no way am I suggesting that Wisconsin will have a total collapse of its infrastructure or economy regarding the show, despite all the negative press and unfavorable perceptions so many might have. Yet, it seems clear that the future could look challenging as the city and state work to redeem its trust with the digital community and seek to clean up the negative beliefs about their law enforcement that so many might have.