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 405 - Escape from Tumblr!

Dec 16, 2018

2 likes, 5 comments

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 370 - deadlines Vs taking time and the good the bad and grey

Apr 16, 2018

3 likes, 2 comments

In today's Quackcast we talk about a couple of subjects: Doing things at the last minute VS doing them slowly, over time. Sometimes you get that wonderful last minute energy caused by a deadline, your work can be inspired, or at least fresh and full of vibrancy. Other times it's rough and unfinished looking, amateurish. Work done over a long time can be honed to a diamond edge, exquisitely put together like a Faberge egg, a work of art! Other times it can be like a warmed over mess, redone and redone till any spark of originality and freshness is washed out of the grey goop you're left with. We chat about Tantz's Saturday newspost subject of Black and White Vs Grey: bad guys can be totally bad without humanising them and good guys can be totally good, without stain or tarnish and yet both can be interesting and the story can be great. Grey isn't always better. This week Gunwallace has given us the theme to Empress Mother Earths Handmaiden: A dark, intense foreboding and forbidding intro leads you deep into a beautiful rose coloured cave of glowing wonder and joy. We finish up with a lovely lilt on a harp!

Episode 204 - Talisman returns from exile

Feb 2, 2015

5 likes, 6 comments

Way back in 2012 Ozone interviewed the marvellously talented and professional Barb Myers about her art and her fantastic comics. Well it's 2015 now and Barb has finally been able to put out the whole of her comic "Talisman: Return of the Exile" for sale on Amazon! So of course now was the perfect time to catch up for another chat. I first came across her lovely comic on Drunk Duck years and years ago when it was called "Return to Donelly", it was a beautiful looking piece of work and it rightly brought her to the attention of the pros. It was picked up for Keen spot and then a publisher wanted to sell it in bookshops everywhere. Well things went screwy after that and it never really reached its full potential unfortunately. It disappeared from radar totally. Well now it's BACK! You can buy this great 108 full colour fantasy comic book story for only $10 US dollars. Mine should get to me on about the 10th of February. ^_^

Episode 50 - Enhanced, Exposed and Erect, Adult Webcomics

Nov 8, 2011

8 likes, 8 comments

A broad yet tasteful, classy and highly discrete discussion about the wonderful and disturbing world of lewd, lascivious adult webcomics.


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