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 413 - Breaking structure
Feb 11, 2019
It's just Ozoneocean and bouncy Banes today. This time we're chatting about breaking and subverting structures, formulas and conventions in webcomics. Commercial creative projects need to use formulas and familiar structures because that's what audiences expect, it's also what studio executives, creative editors, publishers, producers and all the people that greenlight those projects need and expect as well. The Hero's Journey and other conventions and formulas aren't just used because they make good stories but because of the commercial realities and risk averse nature of the industry (there's a lot of money and jobs on the line). Webcomics don't have those pressures so we're talking about why webcomics shouldn't necessarily adhere to popular formulas and structures and why many don'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 396 - Amelius and Patreon
Oct 15, 2018
Amelius of the magnificent and eternal Charby The Vampirate returns to the Quackcast today! Amelius was the first person we every interviewed and Charby the Vampirate has been on Drunk Duck exactly as long as Pinky TA: since January 2004! Tantz and I chat to her about the new Patreon she has going for Charby and all the amazing bonus perks you can get on it. If you're a Charby fan you should definitely get in on that. Amelius has also agreed to join us on DD to do newsposts every week! So you will be seeing some cool content from her regularly. She has a LOT of comic making experience to impart.
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 393 - Set the scene!
Sep 24, 2018
In THIS Quackcast we chat about shots! The kind you get from a camera… Long short, bird's eye view, worm's eye view, high angle, low angle, wide angle, fish eye, close up, ultra close up… You can use them to set the pace of the narrative, increase drama, reveal or conceal elements and so on. Shot types and angles are really important in story crafting. This was based on a newspost by Banes. I was actually IN Athens in Greece sitting next to Tantz Aerine for this Quackcast. It was cool to be in the same place with at least ONE of our fellow casters. Banes was still in Canada and Pit was in London, making a very brief cameo appearance at the very end.
Episode 347 - Psychopomps and Death Personified
Nov 6, 2017
A psychopomp is a physical manifestation of death. These are of course impossible in reality since death is a process, not a force or anything that can be personified, but culturally death has very different meanings and resonances! Most cultures have a psychopomp in one form of another, like Valkyries and Charon the boatman to name two, and there are even more in literature and movies. In this Quackcast we go back to Kawaii's great Halloween newspost where she asked people about their fave psychopomps and we talk about a few of our own. ^_^ This week Gunwallce has given us the theme to The Constellation Chronicle - In the cold, blackness of space, suddenly a twinkle appears, bright light shoots out, supercharged particles race on their path into the void at the speed of light, travelling through glowing, spidery filaments as thick as a sun that make up the frozen explosion of a giant nebula, bending their course towards the radioactive chaos of an event horizon, to take a deep dive into eternity, towards the mysterious singularity within.