Episode 417 - Can we be better?
Mar 11, 2019
What is Social Marketing? Basically its word-of-mouth and viral marketing smashed together and weaponised: Marketing companies hijack hot-button social issues and hitch their client's brand to them in clever campaigns (“We can be better”, etc). The purpose isn't really to make a brand seem progressive, modern or new, rather it's another way of getting it trending on social media that's guaranteed to work, unlike the legion of hit or miss but mostly failed “Viral” campaigns. Whether people say negative or positive things about this issue is irrelevant to the marketer, as long as people are talking about the brand is all that matters. Free advertising is the goal, but it has a social cost.
Topics and Show Notes
This has led to issues because the so called “culture wars” divide people in artificial ways. The way the social issues are presented in these campaigns is often overly simplified and so can sometimes be harmful to the issue itself. Fallout over community discussion can bring unwanted attention to the brand… People are random factors and can run with things in unexpected ways: actors can go off-message, people can get together and organise campaigns to review bomb things or even hound actors off-of social media, studios can get nervous and throw their weight around using their advertising budget (the threat of withholding it) as a bludgeon to kill websites…
So much for the theory, what are examples of social marketing?
A recent famous example was the “We can be better” video done for the razor company Gillette. The message was didactic and simplistically constructed, but what you'd expect from a marketing company. It was an enormous success though: it was fuel to the fire of the “culture-wars” and massively increased the profile of the Gillette brand. The campaign was trending on all social media, videos were made about it, blog posts, comments, rants, news articles and so on. The Gillette got far more than their money's worth with what they paid their marketing company.
The social marketing of recent movies, the Ghostbusters reboot and the new Captain Marvel film caused problems (not the films themselves). Social marketers wanted us to think they were socially progressive and politically aware, promoting female empowerment, when in reality they're simply big budget, well-produced mainstream entertainment, the same as any other. The social marketing added to their profiles but also caused them to become pawns in the culture wars: by advertising love or hate of them people signal allegiance to a raft of other social issues and positions.
Another early, but good example is the famous “Fearless Girl”
This is a bronze sculpture that was commissioned by an advertising company, its purpose was to market a new female focussed investment fund on Wall street. As an aesthetic piece of art it's awful, looking like a Disney figurine; pure ugly kitsch. It also unfairly re-contextualised the older Charging Bull statue which it was put in front of. It looked like the girl was bravely facing it down which made the bull an evil villain. The bull sculpture had been created by an artist to celebrate the vitality of and dynamism of American business culture while this new sculpture was essentially fake art, a marketing gimmick created by an advertising company. However the unintentional result was that the sculpture became an icon of female empowerment, far beyond the small scope of the investment fund it was promoting. Bad, false art that it was, it actually became a successful “Good” art piece because it resonated and communicated so well with people everywhere, albeit with a far different meaning than was originally intended. It's now world famous.
The problem with social marketing
Companies ARE made up of individuals and they can support whatever ideals they like, as they should. This can genuinely be reflected in the products of those companies, this is perfectly ok. The problem comes when marketers insert issues as an artificial layer as part of a marketing campaign. Progressive issues are too important to be hijacked by marketers.
The world is being divided more and more and the power of the individual is getting smaller, social marketing campaigns usually only exacerbate the problem. They hijack left-wing progressive issues and attempt to manipulate masses of people. They are not a genuine contribution to the cultural discussion, they aren't sincere, they are not organic, and they have more resources and a bigger voice so that they cause imbalance and contention. The web used to be a massive, chaotic, democratic morass, now it is dived amongst a much smaller number of media companies: Google, Apple, Facebook, Twitter etc, so that it's very easy for corporations to manipulate and attempt to control social sentiment while also shutting down the voice of the community.
How can we combat social marketing?
Calling out social marketing for what it is, that's a start: Recognise when something is attempting to manipulate you and instead of engaging with it (“This movie will be amazing because it's about this social issue!” or “This film is horrible because it's about this social issue!”) say what it's really doing: “This film is no more an advocate for that social issue than any other, I will see it because I like the content. The marketing campaign attempting to promote it as socially aware is false and manipulative”. But simply ignoring fake controversies the same way we do with viral ad campaigns is probably best.
Progressive people should not be fooled into thinking a corporate entity properly represents issues and nor should those who are against them. No one should be tricked into doing the work of a marketing company, you are not being paid and they don't deserve the free help.
This week Gunwallace has given us the theme to The Lightning Orb: Zaps, shocks, sparks, electrified plasma arcing through open air with the hot burning smell of fresh ozone… invisible pulses through flat gold wire circuits printed on green silicon as electrons are exchanged at almost the speed of light.
Topics and shownotes
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Featured comic:
Redneck - https://www.theduckwebcomics.com/news/2019/mar/04/featured-comic-redneck/
Links:
Banes' newspost about Gag orders - https://www.theduckwebcomics.com/news/2019/feb/28/gag-orders/
Banes' comic strip We Can Do Better - https://www.theduckwebcomics.com/news/2019/jan/16/we-can-do-better/
Fearless Girl and the bull - https://en.wikipedia.org/wiki/Fearless_Girl
Special thanks to:
Gunwallace - http://www.virtuallycomics.com
Banes - https://www.theduckwebcomics.com/user/banes
Tantz Aerine - https://www.theduckwebcomics.com/user/Tantz_Aerine/
Ozoneocean - https://www.theduckwebcomics.com/user/ozoneocean
Featured music:
The Lightning Orb - https://www.theduckwebcomics.com/The_Lightning_Orb/, by AWilsonnn, rated T.
Episode 412 - Hiatusssss D:
Feb 4, 2019
A huge thank you to the fantastic Amelius, creator of Charby the Vampirate! We mined her great newspost on the topic of the comic hiatus for this Quackcast. When you're reading a comic and it goes on Hiatus it's an awful thing… suddenly all progress stops and you don't know for how long it will be gone for. Some authors are great, they'll reach a point where they can't work anymore for some reason or they'll take a little break, but they will tell you they're going on a hiatus and when their comic will return- and Lo, it comes back exactly when they said it would. Crappy authors will say they're going on a hiatus and never return.
Episode 409 - Meaning, Intention, and symbolism
Jan 14, 2019
The topic we discussed in this Quackcast was looking for symbolism, meaning and intention in comics: The English literature approach! Deeper meanings and all that. It's fun to do actually and sometimes you really can hit upon the intentions of the creator, uncover NEW meanings, or just do it to entertain yourself. We used our own comics for an example and talked about things beyond the superficial for a change. For example: Banes' comic Typical Strange is a sitcom set in a video rental store, staffed by a group of characters that make up the cast. Why is it set in a place that is clearly decades out of date and relevance? A video rental place is an anachronism in this time. Is it saying that the characters themselves are stuck in time? It's a sitcom comic so situations often reset or rewind back to the status Quo, so that interpretation would seem to fit… Of course that wasn't Banes' deliberate intention but it's fun to think about that way.
Episode 407 - Regrets & Resolutions!
Dec 30, 2018
Happy new year!!! All of us on the Duck Webcomics, AKA Drunk Duck, thank you for all your support over the year! DD has grown and flourished because of all of you! It was coming to the end of the year when we recorded this, the time we traditionally mull over regrets of the year gone past and come up with resolutions for the new year to come! Tantz, Banes, and I chat about what WE think about resolutions and regrets.
Episode 402 - Audience expectations with characters
Nov 25, 2018
We're all back together this week and we're chatting about audience expectations for characters versus the intentions of the creator. Which is more important? Well it's a bit of a balancing act… You don't want to pander to your audience because that's not fun and they won't enjoy it anyway, but by the same token you shouldn't just do whatever you feel like regardless. As a creator you build up a contract between yourself and the audience; if you betray that by subverting their expectations with characters in ways that are very “OUT of character” just because you feel like it then you can start to lose their respect and attention. Killing off characters all of a sudden can be a big responsibility too, try not to take that lightly.
Episode 390 - Imprinting on your characters
Aug 15, 2018
We nicked the idea for this Quackcast from a newspost by Emma Clare. What we chat about is the unintentional process of giving your characters you own traits or even traits of people you know without realising it: Every time you draw an expression for your character you're not really creating a generic expression but basing it on yourself… when you character is being quizzical or irritated for example people may recognise that as you. It could be in other things too: their taste, the way they dress, what they like to eat, their furniture. things that annoy them, their hobbies etc. It's interesting how tied they are to us.
Episode 373 - Stupid millennials, greedy baby-boomers and lazy Gen Xers!
May 7, 2018
Millennials are so dumb, Gen Xers are SO lazy, and those Baby-boomers are just greedy as hell aren't they? But seriously, in THIS Quackcast we chat about the different generations of webcomicers and what's changed and what we have to learn from each other. The first generation of real webcomics came in with Sluggy Freelance, 8 bit theatre and a few others. Webcomics started out in the mid 90s as the web version of “Zines”: independent creator driven personal projects. The second generation came about in the 2000s. Sites like Drunk Duck and Keen Space were a huge part of that. It made it easier for creators to make the jump online. We'd seen what those first guys did and now it was OUR turn, there were a lot of copy-cats in this generation, but a lot of experimentation and creativity too, with sound, animation, interactivity and infinite canvas being a mainstay. Later there was an explosion in hosting sites like DD and comicers moved on to other formats like Tumbler and Twitter etc. The pro comic publishers saw how things were going and tried to get in on the act with online comics too. I think the 3rd generation saw a lot of commercial focussed projects. Comicers saw it as a way to make money so we had a lot of slick, pro work flooding in. In the 4th generation I think we have people doing comics for mobile devices or ON mobile devices. A lot of the comic hosting sites have far more limitations on work than they used to in terms of content and format, a lot of stuff has a bit of a pre-packaged feel, you see almost no experimentation with format now. On the upside though quality is a lot higher and comic sites will reliably work a lot better than they used to. Styles have changed over the generations: In the old days most comics were fully drawn and scanned. Tablets were rare and very expensive and so were graphics programs. If you saw a fully digital comic back then you knew the artist was either a pro or they were at university with access to high level equipment - or it was dodgy work done with a mouse and Windows Paint. Those tools have become far more accessible now and the barriers have come right down. Most work is digital. What generation are you? This week Gunwallace has given us the theme to DreamcomicbookDOTcom! Journey into a claustrophobically narrow electronic service tunnel, filled with high voltage wires humming with unimaginable power and mysterious cables running off endlessly into the dim, dark shadows in the distance. The creepy patterings and low hum of this music will take you there!
Episode 364 - JUST DO IT!
Mar 5, 2018
All the planning and set up in the world will never count for anything if you never start your webcomic, so just put your own to paper and begin! “Getting started on a webcomic” is what we chat about here. I was inspired by PitFace's newspost about a crappy horror film and how the creators just went for it. As a webcomicer that is what you HAVE to do! You can plan, research and gather resources for years, but the reality is that it just makes you more and more scared to take the plunge. You'll develop a LOT faster as a webcomicer if you throw caution to the wind and go for it. I'm not saying that research and planning are uneeded, it's just that most if it can be done while you're actually working. Do not worry about putting out a perfect piece of genius work from the getgo- your comic WILL get there regardless if you're dedicated and put the work in AS you work, but the first few pages or chapters don't have to be there. Your audience will appreciate the chance to grow with you a lot more than if you put out a polished gem to begin with. Starting out at a place like Drunk Duck is your best bet. It's a nurturing, easy to use, creator run platform, focussed around promoting webcomics. So what are you waiting for? This week Gunwallace has given us the theme to Flesh and Wires: Dirty and distorted electric guitar and determined fuzzy bass, weaving together over a haunting synthesized Melodica. Portentous and evocative, this music tells a story in it’s own runtime! The main riff reminds me a little of my fave part for We don’t Need Another Hero from Tina Turner.
