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 416 - Making cuts
Mar 4, 2019
The entire team is here this time, no one was cut… So we're chatting about CUTTING, as in cutting out scenes to make a story cleaner, leaner and less flabby, but also NOT cutting because in a webcomic you don't have to, and when you cut badly you end up with a “D movie” effect where story scenes don't follow, don't make sense and plots seem to go nowhere or happen for no reason.
Episode 407 - Regrets & Resolutions!
Dec 30, 2018
Happy new year!!! All of us on the Duck Webcomics, AKA Drunk Duck, thank you for all your support over the year! DD has grown and flourished because of all of you! It was coming to the end of the year when we recorded this, the time we traditionally mull over regrets of the year gone past and come up with resolutions for the new year to come! Tantz, Banes, and I chat about what WE think about resolutions and regrets.
Episode 405 - Escape from Tumblr!
Dec 16, 2018
On the 18th of December people who post things with nudity on Tumblr will be kicked off the site. That means all the adult bloggers, comicers and things that made that journalling site stand out above the rest of the vast sea of blog sites and image hosts are being screwed out of what they helped build up! The reason of course is to make the site more attractive to advertisers and so it can more easily fit the standards of puritanical companies like Apple and Google who have taken it upon themselves to scrub the world clean of anything that defines us as adult human beings.
Episode 354 - Christmascast
Dec 25, 2017
Merry Christmas! It's that time of year again… well, the end of the year. Banes was ill with the dreaded lurgi so Pit, Tantz and I were left to our own devices to chat about Christmas and our fave Christmas movies. What's yours? This week Gunwallce has given us the theme to The Portland Express: Come with us on an adventure on the high seas! This music is redolent with the exotic, action, and intrigue. Flavoured with the sounds of the east, this tune is clearly on a mission!
Episode 337 - Interview with AmeliaP of Kings Club
Aug 28, 2017
This week we interview the artist and creator of the comic Kings Club, AmeliaP! Her comic was featured and Gunwallace also gave it a theme tune that was featured in Quackcast 335. AmeliaP is a talented professional comic creator and game designer. We couldn't interview her directly because she's not confident enough in her spoken English, so what we've done instead is read out a written interview that I did with her especially for this Quackcast. Amelia has some surprising and valuable insights for comic creators. You can read the full text of her interview bellow. Gunwallace's theme for the week was for Abejitas - This tune bounces in like a wild thing, spinning and buzzing crazily, full of black striped yellow techno sweet honey madness and rapid wingbeats of energy, this will sting you into full awareness!
Episode 323 - A space of your own
May 15, 2017
Drawing in public can be a pain! You really need to find somewhere comfortable, with lots of space, good lighting, and the right atmosphere to be able to settle down and work on your drawings… It can be tricky to find just the right posy. But it also depends on the types of materials you use and the atmosphere that you want to experience while you're working. In this Quackcast we talk about Hyena Hell's newspost on the subject and people's comments, as well as our own experiences with trying to draw in public places and the annoyances of public harassment. Speaking of knowing where to draw, there's the cautionary tale of Canadian Archie artist Gisele Lagace, who was detained and body-searched by US border guards for carrying unfinished drawings! She was intended to finish them at her hotel so she could sell them at the convention, but according to the US border guards and their extremely “strict” interpretation of the regulations due to the current political climate in the US, that constituted “doing work” while on US soil, so she was denied entry and missed out on the convention she was booked to appear at. So there are other considerations to finding the right place to do your drawings! The music for this week by Gunwallace is for Slaughter at Camp Notamoovi - Dark, suspenseful, mounting dread… it’s dark outside and something horrible is lurking, but it turns out to be a man with no trousers on chasing a raccoon with a pair of pants on its head… who are then both BRUTALLY MURDERED!!!!
Episode 300 - 3rd DD meetup!
Dec 5, 2016
We finally did it! We got to 300 Quackcasts! We've been doing these non-stop for SIX years! Wow… That's pretty incredible. We couldn't think of anything clever do do so we had another DD electronic meetup. The 3rd DD meetup on the 3rd of December on the 300th Quackcast. So the DD family got together, which is what families do around Christmas, well a few of us anyway! In this Quackcast you can listen to an hour of our blather and carrying on and vicariously experience what it was like if you missed it or listen again if you were a part of it. It's always a blast to have the DD community together, we're spread out all the way across the planet so this is really the only practical way for us to come together. We tried doing it with DD hangouts this time instead of Skype, which was interesting but there were way too many hoops to jump through for people to get into it. We could only have 10 people on the call at the time, With Skype we could have 10 people on video chat and others with voice only and chat was so much better… So NEXT time we will go BACK to Skype. Screw you Google hangouts! It was so nice to see people! I tried to stay up for 10 hours from 11am EST (New York time), to 9pm, but I didn't make it. I fell asleep 2 hours short. :( Gunwallace's musical theme was for Lady Unlucky: a minimal white landscape, furnished with electronica, hints of piano and subtle grandeur.
