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 318 - Maintaining enthusiasm!
Apr 10, 2017
The most important thing when doing your comic is to maintain your enthusiasm- THIS is what helps you keep working, not feedback, not praise, not fans, but your own internal passion. Feedback is great, but you can become addicted to it and when it's not there or there's not enough of it your work can die. In order to be able to keep creating your passion for your work should be internal, not external, you need to be self sustaining: A readership is nice and feedback is great, but you really have to do your comic for yourself, not for other people. But there's more to it than that. Bored by doing your webcomic? Why is that? What do you need to change to make it interesting to do once more? What is holding you back? Those are some of the things we talk about in this Quackcast! The music for this week by Gunwallace is for the previously featured comic Numb. This is the sound of a long road trip under the burning sun in the hot, dry, dusty, desert air, and on into a cold night through a desolate city lit by retreating streetlights. Progression, but where to?
Episode 316 - The Quirkcast!
Mar 27, 2017
For this Quackcast we decided to chat about quirks- the things that stand out about a character, help you remember them, get interested in them, traits that pick them out as individuals and can ALSO be used to point at deeper character traits! These are so useful in so many ways and really help to define a character as well as giving them a handle for the audience to latch on to. The idea was nicked from a newspost where Tantz goes into it with a lot more depth, so check that out too if you can! the cover image is from the Nazi General sketch by Smith a Jones- it's all based on quirks. This was Tantz's fantastic idea for a newspost. Speaking of Tantz, this newspost was recorded around the time of Greek independence day! Happy independence day to Greece!
Episode 285 - Ride the wave of the Anti-heroes
Aug 22, 2016
Comedy anti-heroes are a great deal of fun. My faves are characters like Tankgirl and Flashman; they can be selfish, greedy, violent, lustful, out for their own needs first but they still manage to do the “right” thing and vanquish the bad guy along the way regardless, or a character like George Costanza from Seinfeld who's jealous, pathetic, cowardly and greedy but we still love him anyway because identify with him and root for him against the unloving forces of the universe. To be a GOOD comedy anti-hero you have to keep the audience on their side though and that can be a tricky balancing act, you have to surf a number of factors (especially in a long running project), since to actually BE an anti-hero they need to have things about them that an audience would normally despise, these need to be counteracted by things like sympathy and pathos, traits we strongly identify with, intelligence, luck, charm, humour, sexiness, coolness, allowing them to win sometimes, or even redeeming some of their anti-hero behaviours occasionally. Get that balance wrong and they can so easily completely lose audience favour and sour the rest of the story/show/film. Pitface, Tantz, and Banes weigh in on this with me. And there are more opinions in the forum thread from which this evolved. Gunwallace's musical theme this week was for Pestilent. It's thoughtful, haunting, reminds me a little of a classic horror film soundtrack. Pretty scary!
Episode 277 - The great DD meet-up number 2!
Jun 27, 2016
Well this was the SECOND big electronic DD meet up! And we had many people joining us and coming in and out over the cause of the ten our time that we were on. We started at 11am New York time (which is 11PM my time) and went till 9pm New York time (9am my time), and let me tell you I was buggered by the end of it. This time we had some new people on and some returnees from last time. It was a good long, party, with much drinking, friendly swearing, and eating. We'd be ecstatic if you joined us for next time! I'm thinking we'll do the next one on the 23rd of July, so sign up for Skype and add Ozoneocean as a contact. We MAY try Google Hangouts but we'll need to experiment with it first. ANYWAY, give this a listen to hear some of the madness… This Quackcast has just a bit over an hour from close to the beginning of the meetup. There is a LOT of swearing so sensitive ears should be prepared… There were two Aussies this time so that's what you get. Gunwallace's theme music this week was COCHLEA and EUSTACHIA - creepy as hell, pretty, intricate, striking, panoramic.
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!
Episode 255 - Drunk Duck Improvement Drive
Jan 25, 2016
We're trying to fix up Drunk Duck, adding the the comic statistics back in, fixing forums, adding notifications to PQs and MORE, but we need money to do it. In this Quackcast, Ozoneocean, Banes, and Pitface talk about the improvements we want to have on DD, and what YOU can do to help us out. Please consider donating to our Indiegogo fund-raising drive to help us pay our programmer: https://www.indiegogo.com/projects/drunk-duck-webcomics-improvement-drive/x/4410947#/ There are a LOT of cool perks you can have including your own Quackcast interview all about YOU, original art from The creator of Modest Medusa, Charby the Vampirate and others, a 126 page Modest Medusa comic for only $10 and much more! If you can't spare any change, please consider spreading the word to your readers. Remember, these fixes are for everyone, by donating to DD you're helping yourself. :D
Episode 226 - The Power of Contrast
Jul 5, 2015
In this Quackcast I interrogated Mr Banes on the subject of his first newspost: Contrasts. It's a subject near and dear to him, even his comic "Typical Strange“ has its name based on the concept, i.e. two words with the opposite meanings put together to create an effect. In imagery contrast is used to make darker shapes appear darker and lighter shapes lighter and to create a tension where those areas meet at the penumbra. In writing and comics it's much the same, ”laughter and tears“, ”good and evil", a sad scene contrasting with a joyous one etc. Contrasting makes both contrasted elements appear far greater than they really are, as well as serving as a source of tension, conflict, or humour. Banes and I talk about this in a rambling fashion. Gunwallace has a special treat for us today with a brilliant theme for Dead Leon! You'll want to ask him for a copy of his one ;)
