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.
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.
Nov 25, 2018
We're all back together this week and we're chatting about audience expectations for characters versus the intentions of the creator. Which is more important? Well it's a bit of a balancing act… You don't want to pander to your audience because that's not fun and they won't enjoy it anyway, but by the same token you shouldn't just do whatever you feel like regardless. As a creator you build up a contract between yourself and the audience; if you betray that by subverting their expectations with characters in ways that are very “OUT of character” just because you feel like it then you can start to lose their respect and attention. Killing off characters all of a sudden can be a big responsibility too, try not to take that lightly.
Aug 15, 2018
We nicked the idea for this Quackcast from a newspost by Emma Clare. What we chat about is the unintentional process of giving your characters you own traits or even traits of people you know without realising it: Every time you draw an expression for your character you're not really creating a generic expression but basing it on yourself… when you character is being quizzical or irritated for example people may recognise that as you. It could be in other things too: their taste, the way they dress, what they like to eat, their furniture. things that annoy them, their hobbies etc. It's interesting how tied they are to us.
Apr 9, 2018
This week's Quackcast was inspired by a newspost that Banes made about propaganda. We used that as a jumping off point to talk about political messages and social agendas in creative works- when it's deliberate and when it's not. Tantz Aerine made a great point that the world of the Federation in Star Trek is like showing us the world from the perspective of a fascist regime. It's certainly NOT intended that way but that IS an unintentional message. You'll have to listen to the Quackcast to hear her argument for that idea. A movie like Starship Troopers is brilliant at subverting the whole propaganda thing. :) This week Gunwallace has given us the theme to Coga nito: Slide into some retro 1970s classic disco, with a modern twist! You’ll feel like your wearing shiny white polyester stretch flares with high white leather platform shoes, then rocket back into the present with the cool techno dance feel of the synthesised beats. Get onto the dance floor and strut your stuff!
Jan 23, 2017
Jerky, jerk, jerks! Let's talk about this type of character… This topic is based on Banes' newspost from Thursday, he based it on characters like Reggie from the Archie comics. Jerks can be pretty good characters in their own right. They can be villains, heroes, antagonists or protagonists, they can even be unintentional jerks like Scrappy do from Scooby Do, Alf from Alf, or Jar Jar Binks from that horrible movie he was in. My favourite jerks are Flashman from the Flashman novels by George MacDonald (you should read them!), Blackadder (particularly the second season), and Zaphod Beeblebrox who I'm cosplaying in the cover pic. Who are your fave and least fave jerks? Gunwallace's musical theme was for The Epic of Blitzov. It's Riff based hard rock, driving beat, heavy, distorted guitars layered over and over with a thunderous yet lyrical lead floating over the top. Orange and black sound.
Sep 26, 2016
The idea fr this Quackcast was inspired by a Korean TV series that Tantz Aerine recommended called “W” (http://myasiantv.se/drama/w/). The show is about a manga artist who does a super popular webcomic. He wants to quit doing it and has decided to end by killing off his main character, but his main character seems to have ideas of his own about that… Tantz and I thought about how that could apply to us real webcomicers. That's a fantasy situation, but if it could happen, which of your characters would do that? Which one is independent enough from you that they would want to take on a life of their own and fight you? Incorporated in this are the idea of characters “breaking the fourth wall” and the fictional characters becoming so well realised and independent from the author (so to speak), that they seem to influence the direction of a story against the intentions off the writer. People will often talk about characters seemingly writing the story themselves or taking things in directions the writer never wanted to go. So that's what we chat about! You really should check out “W”, it's a great series! This week Gunwallace has given us the theme to HardLuckComics. It's full of energy and vive, driving. This is working music! This is the intro to the drive time program on the radio! This is “the news”!