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 414 - Bad Hollywood
Feb 18, 2019
Hollywood has a tendency to simplify or completely alter stories to make them more mainstream and appealing to their idea of a popular audience. In this Quackcast we thought it'd be fun to run with that idea and re-imagine our works for “Hollywood”.
Episode 400 - Pros&cons of webcomic creation!
Nov 12, 2018
In this Quackcast DD members tell us about their history with us as well as the pros and cons of webcomicing. This is the 400th episode of the Quackcast! That means we've been doing these for over 8 years now. That's quite a milestone for a podcast. We have JustNoPoint over to help us out, he's a Patron at the $20 “Royal” level so he gets a few perks. JustNoPoint has been with us since 2006 with his comic The Devon Legacy. He managed the awards for many years and was crucial to us getting the site back online when we had our hard crash in August of 2013 that destroyed the site so thoroughly that it had to be rebuilt, a job which took us all TWO months!
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 394 - Nostalgia, creative fuel?
Oct 1, 2018
Nostalgia! - Where does it fit in the creative process? People are the product of their influences. For a lot of us the strongest influences happen when we're growing up and learning about the world and all the things IN it for the first time. As you get older the things you experience don't make as much impact, simply because your brain has already had most of its “first times” and it's already learned enough about the world to be fully functional and independent.
Episode 383 - Slow burn
Jul 16, 2018
The idea for this Quackcast came from a rant by the irascible PitFace. She was talking about how there's a trend in modern SciFi and horror movies to bash you over the head with constant action and it doesn't allow you time to relax and take in the story, you're just bounced from one relentless scene to the next. In the biggest classics of the genre like Alien, Ghost in the Shell (animated 90's version) or Blade Runner they DO allow the viewer slow moments of reflection and it helps to make the action feel more intense by contrast as well as allowing the viewer time to assimilate and understand all the ideas and themes they've been presented with so far.
Episode 381 - site upgrades and messing with creators
Jul 2, 2018
We talk about all the new upgrades that DD has just gotten: the new comment notification and reply features (a huge thank you to all who donated and helped out with that!!!), our new notification icons, getting HTTPS on the site, moving to the new ad system after the fall of Project wonderful, maybe starting a Patreon for DD, and Tantz's Sunday Twitter features. We also chat about Tantz's latest newspost and Mks Monster's thread that it was based on: basically the idea of forcing creators into boxes. The idea that women should create certain kinds of work and men should create others. Gunwallace gave us a lovely theme to Sky Commander. This is a very futuristic sounding track, at first glance it’s a little modern for the 1940s set comic but I like to think of it as the flight theme of the Sky Commander as he zooms through the clouds in his shiny metal Streamline Moderne gear, producing an expanding vapour trail behind him, crisp and white against the eggshell blue sky.
Episode 379 - Troptastic
Jun 18, 2018
ALL the tropes!!!! Based on Emma Clare's newspost, tropes are damn useful but they can also be your undoing if you handle them badly. Tropes are shortcuts to meanings, scenes, procedures or jokes that take too long to set up in their own right. You can use them like prefabricated parts to build your story, Lego if you will. You really should know how to use them correctly though. If it's for jokes, then work on them and expand on them, if it's for more serious stuff then you should know WHERE those tropes come from so you use them correctly. We chat about tropes, boob-slips, Doki Doki, Baka and Test, Kung Fury, Satan Ninja 198X, and Vaporwave among other things. Gunwallace gave us a lovely theme to Yasu no Monogatari this week: Floating out on a blue river of dreams into an echoing crystal cave illuminated by thousands of refracted glittering lights, traveling on your way further underground, deeper and deeper to more exciting and mysterious sites.
