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 25, 2019
This Quackcast expands on my newspost from Friday about forgotten abilities causing plot holes, but now bunny Banes and Lady Tantz wade in to lend their genius to my silly ideas and we chat about what the real issues are: bad writing and laziness! This is when a character gains the ability to walk through walls or become bullet proof or go back in time and then forgets it for the rest of the story or in the sequel When basically 80% of the problems they encounter could be solved by it… And you're mentally screaming at them “Use your damn power that you got 20 pages ago… Remember that thing that would help you avoid all this trouble!?” Using easy solutions to get out of problems causes plot-holes! And your audience will hate you for it.
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.
Nov 19, 2018
This is Quackcast 401! Error, error! Pitface and Tantz were absent so Banes and myself were left to go quietly off the rails and expostulate all sorts of radical, half formed, badly articulated thoughts. This is an interesting one! We cover the death of the great Stan Lee, titan of the comics and superhero world. Then we sidestream into talking about comedians trying to be political commentators (re: Bill Maher)… I must apologise for my Ad Hominems. And lastly our focus is on a “new puritanism” in some aspects of pop-culture. It all ties together, if a little awkwardly.
Jul 23, 2018
You may have read about how a conspiracy theorist dug up some 10 year old tweeted jokes by director James Gunn and got him fired from Disney… Well that incident inspired this Quackcast, which is a re-take on the whole personal brand idea that we discussed in Quackcast 289.
Jul 9, 2018
This week we talk about maintaining suspension of disbelief: the way you have to convince people of the world your story is set in and keep them there. Everything you do is done for that, to convince them your characters make sense and the world works. There's a very mistaken idea that this ONLY applies to fantasy or SciFi. No, it applies to ALL fiction and even non-fiction in the case of stories and jokes from your friends, biographies and autobiographies. You have to maintain a suspension of disbelief in all these things in order to fully enjoy and be a part of the story.
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.
Feb 22, 2016
Crowd scenes of any sort can be horrible to draw. There are many, many reasons for this, one of them is that it's quite boring to invent a whole lot of new character models just for the purpose of making a group scene. My own way of combating that problem was to do cameos of other characters that I stole from my fellow Quackcasters, Banes, Pitface and Tantz. There are many other tricks and clever ways of managing crows though which you can hear bout in the Quackcast or see us talk about in the Quackcast video. Gunwallace's theme for Phineus Magician for Hire is VERY Sword and Sorcery! It reminded me a little of the famous music to the first (and best), Conan film, and brought to mind the writing of Fritz Leiber.