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 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 387 - History and Pastiche
Aug 7, 2018
In this Quackcast Tantz and I chat about the differences between working with historical settings and the different approaches we take. Tantz's comics (Without Moonlight and Brave Resistance), are both set in a real period of history: Nazi occupied Greece during WW2. Pinky TA is set in the 1920s in an alternative version of history, with Pinky coming from the fictional “Crimean Empire”. Tantz has to keep times, places, and details close to real history while with Pinky TA I can pick and choose the things from history I like the best and create my own idealised pastiche. The advantage of Tantz's approach is that everything is there, nothing has to be invented, just researched and reproduced, whereas my approach involves a lot of creation which slows things down and makes it harder. On the upside Pinky TA is much more flexible, I can easily fit whatever I want into the story, whereas Tantz's comics are bound by the rules of the history she's presenting.
Episode 332 - The trouble with immortality
Jul 17, 2017
In this Quast we talk about immortality, which is a common trope in literature. Who seeks immortality in stories? It's usually bad guys, and it usually has some sort of extreme price,catch or dark side, so much so that people actually believe that if immortality WAS real that it would somehow be an evil thing. The fact is that most of the possible downsides are cultural constructions or justifications for our own mortality, if immortality WAS a real thing we don't really know what the down sides would be… But this means that the trope of immortality is not as limited as we've come to believe; it's wide open to be re-written and redefined. And a not, the story mentioned in the Quackcast was The Trouble With Lichen and it was by John Wyndham, not Roald Dahl. Gunwallace's theme for the week was for The Beard. This one is creepy and magical, just the type of music you’d associate with alien hair follicles, it brings to mind strange activity on a microscopic level inside the skin… unsettling!
Episode 311 - Myth and modernity
Feb 20, 2017
Myths and legends are often recycled and reused, but why would you adapt them to the modern day? This idea came to us from Tantz Aerine and her great news posts on the last two Saturdays. Read those if you want a good perspective on the idea! Ptface, Tantz, Banes, and I explore all the interesting TV shows and movies that have variations on the idea, everything from Cool Hand Luke to Ulysses 31! Music: Life and Death - Light hearted lyrics and classical vaudevillian comical ukulele mixed with synth in the best tradition of flight of the Conchords… but this is Gunwallace!
Episode 306 - Culture club
Jan 16, 2017
Patriotism, flags, nationalism, religion, politics, national symbols hijacked by racists! These are some of the unique aspects of our cultural identity and national differences we chat about on this quackcast. I was inspired by HippieVan's newspost on Friday (about Cultural identity and how it defines our writing), to dive further into the subject of cultural differences. We all share the illusion of a single, global culture, but there are regional differences for all of us that mean we don't see things the same way, and often some of the stuff we mean in our comics is influenced by where we come from in a way that people from elsewhere would never quite get in the same way. We chatted about how the use and wearing of national flags is very different depending on what country you're in. For example, in the USA proudly displaying the national flag is seen as normal and mundane, while elsewhere displaying the national flag can be seen as a sign of extreme conservatism or militant nationalism. Wearing the US flag in most countries is seen as something of a fashion statement, a very commercial one; wearing the flag of the USSR is seen as a statement of ironic rebellion; wearing the Union Jack is punk; but wearing the flag of your own country in Australia, Greece, Canada, Cambodia etc (and many other places) is seen as a gauche statement of too-overt patriotism, even though wearing the flags of the USA, USSR or UK is perfectly acceptable. These and other interesting facets of culture are what we chatted about. Gunwallace's musical theme was for Ayla Speaker For The Dead, it's a sad, sepulchral, grieving dirge-like requiem, with an uncomfortable sting of evil jazzy trumpet.
Episode 304 - eeeeeevil!
Jan 2, 2017
What defines evil in fiction? I say the simplest one is bad guys are selfish, good guys are selfless. That is massively over simplistic but it's a good easy template for basic hero's and villains. Basic ones I was just doing a quick thought experiment to work out an easy way to define “good” and “evil” characters in fiction. The more selfless someone is the more “good” they are: the more they think of others, want to help people, put the needs of the masses first, the more willing they are to reach across to their enemies etc. The more selfish a person is the more “evil” they are: if they don't consider the needs or feelings of others, help out their own small group and let others suffer, help themselves first. Of course there are many other more advanced aspects, especially if you consider the relative nature of these things: the idea that everyone thinks they're the good guy from their own perspective, being cruel to be kind, being too authoritarian and heavy handed in the use of power, NOT using power when you should, helping in a way that only SEEMS destructive and selfish, trying to help but causing destruction and chaos in the process, which brings us to the dreaded “unintended consequences”. BUT, the selfless/selfish equation is a nice simple starting point to build from. In the Quackcast we discuss these aspects as well as more advanced notions about what makes a good evil character, what makes a bad one, humanising evil, and weakening you evil character by humanising them too much. Gunwallace's musical theme was for The Cull: Dark, haunting, and compelling- Eastern European Jewish, country and rock, reminds me of Tracy Bonham’s later work.
Episode 261 - D.U.C.K. Radio2
Mar 7, 2016
Radio D.U.C.K. has come again for part number TWO! Bringing you ALL of Gunwallace's lovely tunes, one after another. This time we get to meet Evangelist for DD Reverend Carlton Crackers, SciFi Hour with Kurt and Steve, Woman 1 and Woman 2, a return of DJ and Rhett Blanket, and introducing BILLY-BOB Banes and JETHRO Ozoneocean! All these fantastic personalities are the mind children of scriptwriter and musician Gunwallace, and played by Gunwallace, Banes, Ozoneocean, and Pitface. Enjoy the music and remember the name of Gunwallace!
