The infamous third season of HBO's hit series "The White Lotus" has stirred controversy with its revealing portrayal of wealth and privilege, featuring shocking incidents such as infidelity, a firearm theft, possible incest, and even bodies floating in water. However, it is the portrayal of Duke University that has caught the attention of the institution’s officials, who are expressing serious concerns about how their name and branding have been depicted throughout the season.

At the center of the controversy is character Timothy Ratliff, a Duke graduate and affluent businessman played by actor Jason Isaacs. While vacationing in Thailand with his family, Ratliff becomes embroiled in a troubling financial scandal, leading him down a path of desperation that includes stealing anxiety medication and engaging in suicidal contemplation— all while prominently sporting a Duke-branded T-shirt.

Adding to Duke's distress is the character Saxon, played by Patrick Schwarzenegger, who embodies traits of toxic masculinity and is involved in an inappropriate sexual encounter with his younger brother and a hotel guest, further compounding the issues linked to the university’s name.

Frank Tramble, Duke's Vice President for Communications, Marketing, and Public Affairs, voiced the university’s concerns in an email, emphasizing that the characters' use of Duke-branded attire may create misconceptions about the institution's values and affiliations. "Duke appreciates artistic expression and creative storytelling," Tramble stated, “but the way our trademarks are featured presents a troubling narrative.” He mentioned that such portrayals could mislead viewers into believing they had Duke’s endorsement.

Legal experts note that while trademark protections exist to prevent confusion among consumers regarding brand endorsement, artistic expression is also defended under the First Amendment. Professor Rebecca Tushnet explained, “The courts have historically allowed artistic works to reference trademarks, even in critical or negative portrayals.

Meanwhile, Duke’s basketball program, known for its storied success and rivalries, has intensified the scrutiny on how the university has been represented in the series. With the NCAA tournament approaching, images from "The White Lotus," including the harrowing image of Mr. Ratliff distressed and holding a gun, have gone viral on social media. A post on X, predicting this image could become a meme if Duke faced defeat, garnered over three million views, sparking a strong reaction from Duke’s official account. They reminded followers of the serious issue of mental health, acknowledging that suicide is a leading cause of death among college students and encouraging those in distress to seek help.

As the season draws to a close with only two episodes remaining, the series has not only captured the audience's attention but also ignited a conversation around mental health and the influence of media representations on institutional reputations. Patrick Schwarzenegger even revealed his discomfort with the remaining episodes during an interview, hinting at the drastic themes that have unfolded, including nudity and troubling plot twists.

Duke University, already under the spotlight, continues to navigate this complex intersection of media portrayal and institutional identity, underscoring the delicate balance between artistic freedom and the responsibilities of representation. As viewers eagerly await the conclusion of the series, questions remain about how such dramatizations impact real-world perceptions and the institutions that find themselves inadvertently part of the narrative.