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 411 - The Right to Copy!
Jan 28, 2019
Copyright is a huge thing! It allows us to make money from our creations and stops other people from stealing them. But culture isn't about a series of billions of totally original ideas invented from nothing- absolutely NOT. Culture grows from ideas that are recycled, reiterated, and reinvented. It's all quite derivative and mixed. So there has to be a balance between respect for rigid copyright and some flexibility to work with existing ideas.
Episode 362 - Triumph der Ente
Feb 19, 2018
In this Quackcast we chat about all the different options for hosting your webcomic. At the moment it seems the fashionable new young kiddies on the block are Webtoons and Tapastic, but they're certainly NOT the only choices for webcomic hosts out there and certainly not the best choices. I think we make a good case here for why Drunk Duck is a better choice in many ways, but we also bring up other host sites like twitter, comic fury, comic Genesis (used to be Keenspace), Tumblr, Deviant Art, Smack Jeeves, Fur Affinity, self hosting on a Word Press site etc. In the early days of the millennium there were just two hosts for your comic: Drunk Duck and Keenspace. Drunk Duck was a better choice for most since it was a lot easier to customise and it had a friendlier, smaller community. Keenspace had a two tier system: the picked comics with all the best stuff were in their “keenspot” site while the rabble were stuck with the slower hosting and slower updates. The main thing they had going was a gigantic member base. But they even changed the site's name from “keenspace” to “comic genesis” to further separate KeenSpot from the rabble, which left a sour taste in the mouth. By contrast Drunk Duck was always dedicated to being fully egalitarian. One of our main strengths is that we accept all without stigma: manga, furry, adult comic, sprites, American style, superhero, slice of life comedy, photocomics, professional published comics or stick figure amateur work and we welcome them all the same with the same level of enthusiasm. The big young Webtoons and Tapastic have some of the same issues Keenspace used to have: a big community where you will be lost in the crowd. And no site has as solid and safe programming and hosting as Drunk Duck does. Plus we're community run so you're same from corporate oversight and interference in the content you're allowed to post. You can read more about comic hosting sites in Emma Clare's news posts linked bellow. This week Gunwallace has given us the theme to Odd Days. Sometimes you just have one of those days… or many of them in a row! Odd days. The sound here has a positive, optimistic theme overlayed with a harsh zigzag of electric guitar. This tune does well to illustrate the twisted euni, the off-balance and askew takes on everyday life and situations dealt with in this slice of life, humorous comic.
Episode 341 - Objectification and porn
Sep 25, 2017
In this Quackcast we chat about how objectification can rob the humanity from a character and turn them into a meaningless object which can in turn alienate your audience by making your work less relatable, but with things like porn where character is less important than the on screen action objectification is more acceptable. We chat about the development of porn and why it became so objectified, from the early beginnings where story, setting and character were always a factor, till the days of home video and the internet and how that changed the balance due to various factors, and the way higher production values, better acting and story is actually making its way back in some instances. We also chat a bit about the differences between porn aimed at women and that aimed at men. “Sexposition” in mainstream entertainment like Game of thrones is possibly an interesting outgrowth of the acceptability of pornography and the idea of mixing story and onscreen (simulated) sexuality. The theme Gunwallace has given us this week was for Tomb Busters! It's compelling, regal, atmospheric, steel guitar country rock, this is a triumphant epic that will swallow you whole and leave you gasping for air. This is my new fave!
Episode 338 - Shared DNA of ideas
Sep 4, 2017
The saying goes that “Good artists copy, great artists steal”, it's attributed to various luminaries such as TS Elliot, Picasso, Tantz Aerine etc, but the important thing is the true meaning: there are very few original ideas, culture is built up out of inherited inspiration that is built on and developed by successive generations, many artists will just repeat ideas though (“copy”), without adding much of their own flavour to them, while clever artists take the ideas as influence and inspiration and reinvent them in their own individual style. It's best when an artist brings ideas together, like the shared DNA of two parents, to produce something new and marvellous! This goes for artists, musicians, webcomics, everyone! We reference Penny Arcade, Ctrl Alt Delete and PVP which were the super popular me-too gamer webcomics, we bring up music and cover versions, and my favourite example: the AT-ST from Return of the Jedi and all the other similar two legged mecha like the Zentradi battlepods from Macross/Robotech, the mecha from Mechwarrior, Ed 209 from Robocop and of course my very own Trompers from Pinky TA ^_^ Super Impact High was the theme for this week by Gunwallace. This track really calls to mind the modern, frenetic style of the artwork on Super Impact High. It’s wild, high energy, off balance, and aggressive! This should really get you in the mood for the story.
Episode 320 - Making the reader believe
Apr 24, 2017
In this Quackcast I wanted to talk about the magic of authorship: how the creator of a story sets up the whole situation so that they can convince the reader of anything. You can write a story about the smartest man in the world, and the reader will believe that they are, within the story, because you set it up that way: not just by having other characters reacting to them and forming that impression, but also independently convincing the audience of it as well by having them solving riddles and such or knowing lots of languages, quoting literary texts etc, but the creator doesn't have to be a very smart person themselves… Like Sherlock Holmes is seen as super smart because he's meant to, but Arthur Conan Doyle wasn't a super genius himself. You can write about a Casanova type charmer who's fantastic with the opposite sex and readers will believe, but only if you set the stage well enough. You as the creator set the parameters for anything to happen. Without having certain abilities or skills yourself, you can create a character with totally convincing skills far outside of yourself. The music for this week by Gunwallace is for The Gloom, it's creepy, ghostly, unsettling, uneven. This one gets under your skin and keeps you off-balance.
Episode 317 - Hannagrid Wright Interview!
Apr 3, 2017
Today we interview Hannagrid Wright aka 5thezombie! She's the creator of the great Sci-Fi webcomic To The Galaxy And BACK! -featured by Kawaii last year. To the Galaxy and back features Kat and Zoey, two girls that have been drawn together by fate, across the universe, to have all sorts of adventures in outerspace. All Zoey really wants is to get back to her dad, but having a dashing adventurer alien companion is going to make the ride a little more fun. Hanna is a cool person, she's just starting out on webcomics and already she has a nicely pro art style. She's mastered an efficient method of storytelling that's compelling, perfectly balanced for frequent updates, and makes her comic very easy to consume! Pit and Banes did a marvellous job in interviewing Hanna with me! I hope you read her comic (To The Galaxy And BACK!) and then listen to the interview! The music of Gunwallace this week is Sedna: A warm, deep blue, liquid, viscous, underwater outerspace world of wonder, joy, and luminescent glowing alien creatures…
Episode 313 - Technical techniques
Mar 6, 2017
Carrying on from last week's Quackcast discussion on tips and tricks for drawing and artwork, we jump again into the topic and THIS time we have Tantz Aerine on board to lend her perspective and tell us about even MORE little techniques to use to draw better. It's an interesting, technical cast and bellow I've kisted some examples from our own work of what we talk about. Details discussed in this episode: Establishing shots, Facial lines, Scars, Wounds, Snow, Rain, Smoke, Fire, Explosions, Gold, Fur, and Eyes. Gunwallace has given us the music to the Fading World this time, it's an oriental procession into a snowy, twilit, exotic world, unbalanced, and dangerous.
