Transcript
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A Market Research Project by BrainJuicer®
Culture, Content, ControversyCustomers Exposed
October 2014
Tom Ewing, BrainJuicer
Culture In A Post-Facebook World
Friendship Networks And Interest Networks
Friendship: offline networks, “real names”, centred on lives and experiences
Interest: online networks, fluid identities, centred on interests and obsessions
“People you went to school with… versus people you wish you went to school with” (Mimi Ito, Anthopologist)
Post-Facebook Innovation
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Semi-public
Friendships and interests
Public
Interest networks
Private
Friendship networks
Facebook-ization Of Culture
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Culture Below The Line
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Culture
MemesParodies
Comments
Thinkpieces
Fanfic
Interactivity
FanvidsUnboxing
CosplayReblogs
Discussion ThreadsRemixes
User Reviews
Three Pony Mixer
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The BBC Gets In On The Act
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Culture As Badge, Culture As Battlefield
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Subculture as a
badge of identity
in opposition to a
mainstream
Mainstream
culture as a zone
of public debate
and conversation
Blurred Lines
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Culture As Battlefield
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Brands As Catalysts
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Dove Ad 2013:
“Real Beauty
Sketches”
Always Ad 2014:
“#LikeAGirl”
So What Other Conversations Are Happening?
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Social Media Is Individualised Media
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Diversity And Representation
Social media relies on individual presentation
Exploring and asserting identity is critical.
So issues around identity become important
Representation
Stereotyping
Appropriation
Privilege
Respect
Protection
Intersectionality
These questions become particularly sharp in relation to mass media.
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Who Reads Comics?
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Nielsen survey:
93% male
Interests analysis:
53% male
Introducing Ms.Marvel
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“The book faces a tough climb” – Comic Book Resources
Launch issue outsold Thor, Captain America and Wolverine
Has gone through 7 printings in a year.
50% extra sales through digital (industry average is c.10%)
Brands And Diversity
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Cheerios Super Bowl
Ad 2014: “Gracie”
Coca-Cola Super Bowl
Ad 2014: “America The
Beautiful”
The Backlash
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Gamergate: Organised Diversity Backlash
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Targeted prominent female game
developers and journalists, plus
feminist critics of the medium.
Stated aim: expose corruption in
gaming journalism
Actual results: death threats, rape
threats, at least 3 women driven
from their homes
Brands In Confusion
Pulled advertising after Gamergateemail campaign
Issued apology on website next day.
Pulled advertising after Gamergateemail campaign
Reinstated several hours later.
Withdrew partner status after Gamergate email campaign
Issued vague clarifications about “mistaken identity”. 21
Brands In An Always-On Culture
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Does the emphasis on “real time” leave brands vulnerable to overload?
In the long run…
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Summary: What’s Happening
1. The most interesting pop cultural stuff is happening in smaller social “interest networks” – from Tumblr to Reddit.
2. Most culture now happens below the line as cultural objects circulate in these networks.
3. This means a shift in pop culture – from a self-defining badge to a more public and open battleground where wider conversations can happen.
4. The emphasis on the individual in social media means that the most passionate battles are around identity – especially diversity and representation.
5. But there’s a backlash to this from those already well-served by pop culture, who feel their identities are threatened.
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Summary: What Brands Are Doing About It
1. Review and understand the separate audiences and cultures of different interest networks.
2. Make sure your content encourages below-the-line activity – make it something people can play with.
3. Don’t be afraid to create content that starts big conversations.
4. Embrace diversity – in the long run, it wins, because more people find things they want and feel happy.
5. Move beyond real-time – employ people to keep an eye on culture and trends who can put any backlash in context.
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And finally… enjoy yourself!
26Ms Marvel art by Jamal
Igle. © Marvel Comics
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Contact uswww.brainjuicer.com
Switchboard: +44 207 043 1000www.brainjuicer.com
Tom EwingDigital Culture Officer, BrainJuicer Labs
tom.ewing@brainjuicer.com
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