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 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 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 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 386 - These are the books that made us
Aug 6, 2018
In this Quackcast Tantz, Banes and I have a chat about the novels that influenced us when we were growing up. Each of us barely even touch on them but we do bring up some interesting titles… for Tantz it was the sexy comic Storm and the novel The gods of Foxcroft, for me it was the high fantasy of CS Lewis and JRR Tolkien, and later on SciFi by writer like Tanith Lee and her Don't bite the Sun and Drinking Sapphire Wine- both of which were very prophetic novels in the way they deal with hedonistic youth culture and the modern phenomenon of adults having extended childhoods while outsourcing more and more adult tasks to technology. What were some of your most influential novels when growing up?
Episode 380 - Going back, retro style
Jun 25, 2018
Retro is GOOoooooooooood! Damn good. Don't underestimate the power of retro. Old material and the past is where pure gold hides. Mine that stuff for all it's worth! But it can be overdone and when it is it's like warmed over fish and chips, it becomes tired and stale… Lets not talk about that though. What we chatted about here was the idea of mining your old work for good stuff. What was great, showed cool promise, or was some awesome but forgotten thing from your old comic work? You are perfectly free to revisit it, shine it up and impress the world. Many of the great artists and musicians of the world made their mark with that. Sometimes the world is not ready for your good stuff at the time you publish it, so many you're later you can go back and re-release it to one that is! Bands you to do that ALL the time. The past is a great place to look for inspiration. This week Gunwallace has given us the theme to Redneck: Bluegrass dubstep! Fast tasty beats, lyrical guitar and a bass that drops right onto your head! Disturbing, unsettling and yet strangely compelling.
Episode 373 - Stupid millennials, greedy baby-boomers and lazy Gen Xers!
May 7, 2018
Millennials are so dumb, Gen Xers are SO lazy, and those Baby-boomers are just greedy as hell aren't they? But seriously, in THIS Quackcast we chat about the different generations of webcomicers and what's changed and what we have to learn from each other. The first generation of real webcomics came in with Sluggy Freelance, 8 bit theatre and a few others. Webcomics started out in the mid 90s as the web version of “Zines”: independent creator driven personal projects. The second generation came about in the 2000s. Sites like Drunk Duck and Keen Space were a huge part of that. It made it easier for creators to make the jump online. We'd seen what those first guys did and now it was OUR turn, there were a lot of copy-cats in this generation, but a lot of experimentation and creativity too, with sound, animation, interactivity and infinite canvas being a mainstay. Later there was an explosion in hosting sites like DD and comicers moved on to other formats like Tumbler and Twitter etc. The pro comic publishers saw how things were going and tried to get in on the act with online comics too. I think the 3rd generation saw a lot of commercial focussed projects. Comicers saw it as a way to make money so we had a lot of slick, pro work flooding in. In the 4th generation I think we have people doing comics for mobile devices or ON mobile devices. A lot of the comic hosting sites have far more limitations on work than they used to in terms of content and format, a lot of stuff has a bit of a pre-packaged feel, you see almost no experimentation with format now. On the upside though quality is a lot higher and comic sites will reliably work a lot better than they used to. Styles have changed over the generations: In the old days most comics were fully drawn and scanned. Tablets were rare and very expensive and so were graphics programs. If you saw a fully digital comic back then you knew the artist was either a pro or they were at university with access to high level equipment - or it was dodgy work done with a mouse and Windows Paint. Those tools have become far more accessible now and the barriers have come right down. Most work is digital. What generation are you? This week Gunwallace has given us the theme to DreamcomicbookDOTcom! Journey into a claustrophobically narrow electronic service tunnel, filled with high voltage wires humming with unimaginable power and mysterious cables running off endlessly into the dim, dark shadows in the distance. The creepy patterings and low hum of this music will take you there!
