An antagonist is a character(s), institute, or concept that is used as a force of opposition towards the protagonist. Often, in most cases, the antagonist is a bad guy, a villain, however that isn't always the case. In some cases, the antagonist could very well be a good person, a hero.
Person 1: Those cops in those movies where they try to stop criminals are good antagonists.
Person 2: But they are good people. How are they antagonists?
Person 1: Antagonists aren't necessarily bad people. They just oppose the protagonists, in which some cases the protagonists is the evil one. Like Death note. Light Yagami may be the protagonist, but you know he's the evil one and L, the guy trying to stop him, despite him being the good guy, is the antagonist of the story.
Antagonistic Marketing is a strategy used by media companies like Disney. Basically you come in throwing stones hoping to stir up controversy. You deliberately want some people to be offended. You sacrifice a smaller market in hopes of capturing a larger one. You also hope that by making people angry you will bait them into constantly talking about your movie/TV show/video game, giving you free publicity and helping grow exposure for your product. This is all rooted in the false idea that any press is good press.
Alex: Did you see the trailer for that new Netflix show?
Bob: Yeah, it's all people talk about.