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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Redneck - https://www.theduckwebcomics.com/news/2019/mar/04/featured-comic-redneck/
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
The Lightning Orb - https://www.theduckwebcomics.com/The_Lightning_Orb/, by AWilsonnn, rated T.
Feb 18, 2019
Hollywood has a tendency to simplify or completely alter stories to make them more mainstream and appealing to their idea of a popular audience. In this Quackcast we thought it'd be fun to run with that idea and re-imagine our works for “Hollywood”.
Feb 4, 2019
A huge thank you to the fantastic Amelius, creator of Charby the Vampirate! We mined her great newspost on the topic of the comic hiatus for this Quackcast. When you're reading a comic and it goes on Hiatus it's an awful thing… suddenly all progress stops and you don't know for how long it will be gone for. Some authors are great, they'll reach a point where they can't work anymore for some reason or they'll take a little break, but they will tell you they're going on a hiatus and when their comic will return- and Lo, it comes back exactly when they said it would. Crappy authors will say they're going on a hiatus and never return.
Jan 20, 2019
Coming up with character names can be a real challenge because once you settle on one they can define the character just as much as their personality and looks! Names also affect how you name other characters: are they too similar, like Betty and Barney? Will it be an unintentionally meaningful combo like George and Washington? There are so many things to consider, it can be daunting. In this Quackcast we talk about some of the methods that duckers have used to come up with character names. It's pretty novel and interesting, anything from using friend's names, names that have special meaning to them, names that have inerrant meaning, names that deliberately have NO meaning, place-holder names, names from the phonebook and more. Your options, methods, and reasons are endless! Tell us what's behind YOUR character names!
Jan 14, 2019
The topic we discussed in this Quackcast was looking for symbolism, meaning and intention in comics: The English literature approach! Deeper meanings and all that. It's fun to do actually and sometimes you really can hit upon the intentions of the creator, uncover NEW meanings, or just do it to entertain yourself. We used our own comics for an example and talked about things beyond the superficial for a change. For example: Banes' comic Typical Strange is a sitcom set in a video rental store, staffed by a group of characters that make up the cast. Why is it set in a place that is clearly decades out of date and relevance? A video rental place is an anachronism in this time. Is it saying that the characters themselves are stuck in time? It's a sitcom comic so situations often reset or rewind back to the status Quo, so that interpretation would seem to fit… Of course that wasn't Banes' deliberate intention but it's fun to think about that way.
Oct 22, 2018
Fear: What are we afraid of? Why do we like or do not like media that may reflect these fears or lead us to new ones? How do such comics inspire fear or similar reactions within us. DO we like horror because we like fear to an extent? This Quackcast is about horror comics, how they work and why we like them. We chat about many of the horror comics on DD.
Apr 30, 2018
In this Quackcast we use the movie Avengers: Infinity War as an excuse to chat about grey characters and how that applies in the Marvel universe. In truth we don't touch much on that movie but we do chat about a few of the other marvel superhero movies and “grey” characters in general, Tantz is of the opinion that “grey” characters are rarely truly grey.. My favourite quote from Tantz was “It's hard to punch the bad-guy while you're punching yourself”. Do the Marvel movies follow the comics or do the comics follow the movies? We'd love to know! This week Gunwallace has given us the theme to Alienated: This is as if Joni Mitchell wrote a classical adventure anthem. This tune urges you on into the vastness and glory of nature. You are Caspar David Friedrich, A Wanderer Over A sea Of Fog, with the world in all its awesomeness spread out far below you.
Apr 23, 2018
Everyone tends to have a strong opinion on Political Correctness so I thought why don't we try and have a chat about that and ask what people think. Can it be a problem in comics and other creative works? I was inspired by a video by Youtuber Metaron. He was talking about the decision to put a black actor in the role of Greek mythical figure Achilles in a BBC series about the fall of Troy and questioning the reasoning for it given that being a blonde haired incarnation of the sun-god Apollo is a huge part of the character. My main issue is that the actor is as bald as an egg! At least give him a blonde wig, I don't care how silly it looks. To be fair Achilles has rarely been portrayed well on the big screen, there was Brad Pitt's petulant version in Troy and an even balder Joe Montana in Helen of Troy! Do we spoil creative works by trying to be too inclusive or not being inclusive enough? This week Gunwallace has given us the theme to Wanted dead or dead: Welcome to a much cooler version of the old west… we open on a widescreen panorama shot of a dry, dusty desert scene and a lone cowboy all in black, kicking his toe in the dirt. This music is as warm as the hot desert breeze, the guitar is as hard as gunmetal.