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
VIDEO exclusive!
Become a subscriber on the $5 level and up to see our weekly Patreon video and get our advertising perks!
https://www.patreon.com/DrunkDuck
Even at $1 you get your name with a link on the front page and a mention in the weekend newsposts!
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 404 - Strong characters
Dec 10, 2018
We mined Tantz's Saturday newspost for our discussion topic: Strong characters and how to write GOOD ones! What is a strong character? Well it has nothing to do with physical ability, power, command, or anything so obvious and trite. Strong characters are well rounded and well realised, they're often active and opposed to reactive, they make things happen, the story hinges on them. Failed attempts at “strong” characters or obvious and often result in Mary Sues, whether male or female. People hand them traits that they THINK will make the character strong: make them a general, make them a great fighter, make them royalty etc. The problem comes when none of that is ever logically backed up in the story. You can't just title a character something or have other characters talk about how great they are without having them demonstrate a reason for it, or else all you have is a pathetic paper tiger and a really shizzy failed part of your story.
Episode 401 - Stan Lee, a stupid comedian, and the new prudes
Nov 19, 2018
This is Quackcast 401! Error, error! Pitface and Tantz were absent so Banes and myself were left to go quietly off the rails and expostulate all sorts of radical, half formed, badly articulated thoughts. This is an interesting one! We cover the death of the great Stan Lee, titan of the comics and superhero world. Then we sidestream into talking about comedians trying to be political commentators (re: Bill Maher)… I must apologise for my Ad Hominems. And lastly our focus is on a “new puritanism” in some aspects of pop-culture. It all ties together, if a little awkwardly.
Episode 399 - How many characters is too many?
Nov 4, 2018
How many characters is too many? Ensemble casts can be fun and the interaction between characters can be more interesting than the actual plot of a story! But keeping track of characters from the audience point of view or even from the creator's perspective can be hard when you have a lot. Characters can copy each other and just become bad clones or you can forget what some are meant to be doing and create plot holes, audiences can stop caring about some of them or just become really confused. So how do you keep track? I think breaking them into small groups can be one good way to do it… What are some others?
Episode 395 - Fighting ladies
Oct 8, 2018
Fighting ladies, female bad-ass characters… There are a lot more of them around now, but once upon a time they were pretty thin on the ground. I love a good badarse lady, my own comic character Pinky TA exemplifies that character type. There's something about a tough lady who can kick butt with the best of them that's especially compelling. They evolved from something a little more exploitative, ladies fighting in bikinis basically, then we had ladies that were just the female version of a male character (Batwoman, Supergirl etc), which is something we're starting to see a little more of unfortunately, but on the good side of things we ARE actually getting fighting ladies who're their OWN women: Original characters. In this Quackcast we talk about some of our faves and some of the earlier incarnations of the character type, from Robert E Howard's Red Sonya and Valeria, to Catherine L Moore's Jirel of Joiry, to Wonder woman, then later characters like Red Sonja (from the comics), She-Hulk, Sarah Conner, Ripley, Buffy, Xena, Aeon Flux… What are some of YOUR faves? Mine are Tank Girl, Lara Croft, Motoko Kusanagi, Garnet and many more :) This week Gunwallace has given us the theme to Dolphin Bros: Jump, jump, jump up and down to this mad dolphin party scene. It’s all over the place but all it wants you to do is MOVE!
Episode 392 - Outside hobbies
Aug 19, 2018
In this Quackcast we chat about what interests we have outside of webcomics and we want to know what YOU do as well. What are your hobbies and interests? Our interests and hobbies really inform what we do as comic creators in all sorts of ways, it can be fascinating to learn about what drives a person and what led them to be where they are now. For Banes it was music, keyboards, drums, magic and ventriloquism. For Tantz it's writing and a fascination with surgery. For Pit it's archaeology, heavy metal, and art. For me it's making, art, costume and sewing. What about you?
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 388 - Coding for Men and women
Aug 15, 2018
In this Quackcast we discuss the artistic coding used to represent males and females in comic art in a simple, minimal way. Pitface joins us, along with Banes and Tantz Aerine! Much like an expert physicist is able to simplify enormously complex equations into something seemingly simple like E=MC2 a good comic artist simplifies the essence of what they're drawing into something that's immediately recognisable without a lot of complexity. We're mainly talking here in terms of drawing men and women. It sounds like the most basic, silly thing, but even pros with years of experience have trouble with it. Some of the art for the new She-Ra cartoon is a great example of that.
