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 404 - Strong characters
Dec 10, 2018
We mined Tantz's Saturday newspost for our discussion topic: Strong characters and how to write GOOD ones! What is a strong character? Well it has nothing to do with physical ability, power, command, or anything so obvious and trite. Strong characters are well rounded and well realised, they're often active and opposed to reactive, they make things happen, the story hinges on them. Failed attempts at “strong” characters or obvious and often result in Mary Sues, whether male or female. People hand them traits that they THINK will make the character strong: make them a general, make them a great fighter, make them royalty etc. The problem comes when none of that is ever logically backed up in the story. You can't just title a character something or have other characters talk about how great they are without having them demonstrate a reason for it, or else all you have is a pathetic paper tiger and a really shizzy failed part of your story.
Episode 403 - Eat yer serial!
Dec 2, 2018
This Quackcast was inspired by a newspost by Tantz. There seems to be this prevailing idea at the moment that serialised storytelling is better than episodic style stories. Tantz informs me that it's one of the many Twitterverse controversies! So let me explain what I mean here: Episodic story telling is when most of the story you're telling can be parcelled into the course of an episode: you can have a strong beginning, middle and satisfying conclusion in the course of your episode, whether that takes the form of a comic chapter, a page, a strip, or a half hour TV show. The Serial style has things stretching over multiple chapters or TV episodes. What we talk about in this Quackcast is that it's an utterly false dichotomy: You do not have to have either or, in fact most projects have elements of BOTH at the same time and it's a little foolish to think that one style could possibly be inherently superior to the other since they're just tools for telling a story. It is up to the creator to pick which one is right for their own work and the context in which it's going to be shown.
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 389 - Intimidating Baddies
Aug 14, 2018
What makes bad guy intimidating? Tantz Aerine made a great newspost about the question, carefully outlining various key bad-guy properties like confidence, composure, efficiency, and amorality. Banes, Pitface, Tantz and I stomp ALL over that, traipsing about like drunken, muddy rugby players, as we blather on about our opinions of the idea and finish up with no idea what we're talking about...
Episode 376 - Comic Tutorials
May 28, 2018
kawaiidaigakusei makes a return to the Quackcast! Together with the crew we chat about some of our favourite comic making tutorials on DD. Yes, there IS a tutorials section on the site and people have created some amazing and clever tutes on how to both write and draw better when making your comics. There are some cool instructions on how to make better pages, write scripts, do rain effects, all sorts of shortcuts and clever tit-bits of info to have you creating like a pro. This week Gunwallace has given us the theme to Potato and Kraut. Feel the gigantic weight this music layers onto your shoulders. A synthesised torrent of gravity, followed by the heavy, deep notes of a piano dropping on top of you like frozen slabs. The torrent slowly eases, brings light and relief, then fades away.
Episode 363 - The Art Of Comments
Feb 26, 2018
Jason Moon, author of Crater's Edge, messaged me about some comments he had. He was perturbed about reader reaction to his storyline and wasn't sure how to handle the comments. I told him that those sorts of comments are the very greatest compliment an author can get, because once you get them you've reached the stage where people care about your work enough to get angry: they're invested emotionally in the characters. Yes. It is initially confronting to have someone commenting like that but what you really need to do is step back for a moment and realise what a gigantic compliment it is in actuality. It means you affected them strongly, and that's quite an important thing to be able to do. It doesn't happen much but it's quite a GOOD thing when it does. It's not an easy thing to do to get people that invested. What it really means is you have succeeded as a writer and reached an important milestone. We also have a chat about getting comments in general and also GIVING comments! Hopefully our new comment notification feature will be a boon for this kind of interaction. This week Gunwallace has given us the theme to Kitty Kitty Bang Bang: Multilayered Chinese video-game war anthem with a modern twist! That’s how I’d describe this complex little piece. It’s the final boss battle, you’ve got no spare lives, you’re down to your last powerup and time is running out!