Monthly Archive for March, 2009

McGangBang and Viral Anthropology

The McGangBang is basically just a combination of two items from the Dollar Menu: a chicken sandwich put inside (without removing the buns) a double cheeseburger. It’s simple and even a bit dumb, but I guess it’s the perfect meal after a night out. As a cultural phenomenon, it’s pretty mundane and registers mainly for its humor value.

mcgangbang

But even the most mundane subject can be researched extensively and made really really interesting. Check out this page which is dedicated solely to tracking the McGangBang phenomenon on the internet. The amount detail, the little streams of information and sort of whispers all over the internet regarding it, it’s really fascinating. It’s like watching a live treasure hunt with an anthropological twist. A Youtube clip emerges here, the first Tweet there, a new definition on Urban Dictionary over there, Flickr photos over here…

The constant updates really illuminate how this phenomenon has shaped up. This is a really good example on how you could track a viral cultural phenomenon on the net, and how you should document it. You could use all this information and really answer “what is a McGangBang” in an anthropological sense quite extensively. A lot of good tools are there. Let’s see if they go on a more higher level and start measuring Google Trends on McGangBang, for example.

Massive thanks to Antti for the link.

My ‘Brands in Strategic Marketing” 23.3.09 guest lecture (Slideshare)

Here it is:

In this lecture I went through the most important findings of my thesis. At the end of the lecture you’ll find my model of brand building by shifting focus from one brand building model to another as the brand matures. I’d welcome comments on that.

Mistabishi and the Cost of Making an Album in 2009

I haven’t written about the music biz in a while, because I felt it was sort of slipping away from the focus of this blog. But this I had to share.

London-based DJ and producer Mistabishi just put out an excellent album (albeit in a rather niche genre), and in his blog he details the whole costs of making it:

Apple Macintosh G5 with CUBASE 4 (second hand from an enginerr at PWL)

£950

Motu Ultralite interface (second hand from ebay)

£246

Aria Pro 2 guitar (second hand cash convertors shepherds bush)

£150

Korg emx1 (second hand ebay)

£280

Roland mc303 (ebay)

£70

Juno 106

£-DONATED

Mackie Onyx 12 channel mixer

£-DONATED

TC Powercore fx card new from turnkey

£399

duel tube mic kit (self assembly) from ebay

£110

Beyer Dynamic dt990 headphones

£90

total:

£2295

—————————————————————————————————–
or i could’ve bought:

Sony Bravia 42-Inch HD Capable Plasma TV Screen in Silver

£2299.99

Not bad. The means of production have truly been democratized. But we’ll see if producers like him will ever be recognized on par with “true” musicians.

Cultural Ramblings on the Republican Party

This is a post that I’ve had saved for ages now, but new material just keeps on coming, but I got to publish this now otherwise this becomes a book rather than a post.

Got this interesting piece from an old friend (no link, sorry) that details the current plight of the Republican party:

From the American Prospect, a quote from David Frum, the former Bush speechwriter who coined “axis of evil”:

Here’s the duel that Obama and Limbaugh are jointly arranging:

On the one side, the president of the United States: soft-spoken and conciliatory, never angry, always invoking the recession and its victims. This president invokes the language of “responsibility,” and in his own life seems to epitomize that ideal: He is physically honed and disciplined, his worst vice an occasional cigarette. He is at the same time an apparently devoted husband and father. Unsurprisingly, women voters trust and admire him.

And for the leader of the Republicans? A man who is aggressive and bombastic, cutting and sarcastic, who dismisses the concerned citizens in network news focus groups as “losers.” With his private plane and his cigars, his history of drug dependency and his personal bulk, not to mention his tangled marital history, Rush is a walking stereotype of self-indulgence – exactly the image that Barack Obama most wants to affix to our philosophy and our party. And we’re cooperating! Those images of crowds of CPACers cheering Rush’s every rancorous word – we’ll be seeing them rebroadcast for a long time.

Rush knows what he is doing. The worse conservatives do, the more important Rush becomes as leader of the ardent remnant. The better conservatives succeed, the more we become a broad national governing coalition, the more Rush will be sidelined.

This war is nothing if cultural. Conservative values have received a rather big gut check these past few years, and when the economy came down due to a lack of transparency (let’s just call it that, for simplicity’s sake) and when the White House was captured by Obama (who in many ways is really the antithesis to what Republicans stand for), that was the final knockout punch. Or at least then the crisis of conservatism became all too real for many of its followers.

You could sense a certain desperation from the conservative camp when John McCain pegged Sarah Palin as his VP candidate. It felt like a last-ditch effort for the road conservatives had been traveling for a while now (social conservatism, christian values, anti-elitism, free markets and tax cuts etc.) After the election, Bill Maher commented on Larry King Live that Sarah Palin was really a crossroads candidate for the Republican party. Now that the election is over, do they follow her, with what Bill called the “folksy, the candidate I’d rather have a beer with, know-nothing” rhetoric, or do they go back to their roots of being pro business, but not necessarily anti-intellectual?

Many who were “for” conservative values before the economic meltdown (or the Iraq war etc.) will and probably have jumped ship, rediscovering themselves as Keynesians (seems almost everybody swears by Keynes nowadays) and whatnot. And I’m not just talking about swing vote behavior, there might be more total transformations of identity for some, and given how easy people assume new identities nowadays through consumption and whatnot, many will not bat an eye over this.

These newly minted liberals are an interesting group to watch, but to me the “remaining” conservatives (both politicians and citizens) are even more interesting to watch. How do people react when much of their core beliefs are now being subject to such scrutiny, or even ridicule? After the election I saw quite a few calls from within the party to reinvent itself and appear more to the center – even make a more distinct break from the Christian right. So far the party has been pulled into opposite directions. The ones who want the party to stay where it is (or where it was going) are the ones who have used the most scathing rhetoric in attacking the centrists, and of course, liberals.

The selection of Michael Steele as the head of the RNC was widely seen as an outreach to minorities and possibly a first move towards the center, even though just putting a minority in such a position might not be that effective unless Steele shows some initiative on changing the party (there’s a black guy in the White House, remember?). By the way, in a rather candid interview with GQ, Steele himself said that the Republican party had trouble attracting minorities, because they give the impression that “we don’t give a damn about them or we just outright don’t like them”. In the interview he also said some things about abortion and homosexuality that got the Christian right up in arms, and he was forced to apologize and retract those comments. As a side note, his critical comments on Limbaugh earlier resulted in an apology, too, showing the anxiety of the party trying to reinvent itself.

Paul Krugman has been hammering the GOP, saying that “I’m shocked by the total intellectual collapse of the Republican Party in the face of this economic crisis. [...] I suggested a little while ago that the GOP has become the party of Beavis and Butthead, reduced to snickering at line items in legislation that sound funny.” It’s kind of like the jocks at the back of the class who used to make jokes during math class, but are now seeing that nobody’s laughing with them anymore, and people are taking math seriously.

Anti-elitism that occasionally spills into outright anti-intellectualism has been a staple of the Republican party (justly or unjustly) pretty much from the times of Ronald Reagan, it appeals to much of their (christian) base. But the current level of anti-intellectualism and populism coming from the GOP does indeed seem almost excessive. My guess is that conservative values being challenged as they are might have this kind of polarizing effect, and I guess you could see some of that in how conservatives are attacking the left now. Like in a heated argument, if you are pushed or feel threatened, you will stick to your talking points even harder – even believing in them more. How long conservatives can keep going on like this, I don’t know. Perhaps at some point Obama’s political honeymoon will be over which will give conservatives a breather, but they have to address the major question of what they are going to stand for if they want to become relevant again.

From a popular culture perspective, it’s going to be interesting to see how conservative values are going to be treated in cultural products or in advertising. My guess is that there might be some imagery not unlike the anti-yuppie stereotypes of early 90s, but also some lighthearted stereotyping of conservatism. Maybe conservatism becomes sort of a guilty pleasure for mainstream America? Maybe self-irony is the way out for conservatism? But this is a topic for another post.

But, as a last note, I leave you with this post by Tyler Cowen where he plays with the idea of a truly marginalized republican party from different angles. The lack of true, formidable opposition could spell doom for Democrats as well.

Snickers and Meaning Management

This is the new Snickers campaign, featuring New York Knicks legend Patrick Ewing:

There’s another one with rapper Master P. I guess this is a continuation of sorts to the Mr T campaign from a while back.

I’ve been thinking why Snickers would choose sort of has-been celebrities to endorse their brand. My guess is that they did some research and found that their brand had an outdated taint to it. I, for example, recall Snickers ads painting it as an performance enhancer of sorts for athletes, which I guess just wasn’t working anymore. The brand was taking itself a bit too seriously.

In the Mr T. ads, you still had a bit of that performance enhancing angle and masculinity left, albeit tongue in cheek. In these new ads, they’ve gone more further out with the irony and self-mocking humor. Both have a celebrity conversing in an unexpected situation with a geeky looking “normal” person.

The first spot features an overweight and out of shape Patrick Ewing dunking (unprovoked) on some fellow name “Ryan” in an exaggerated fashion, with mock posturing after the fact. It is also suggested that the geeky guy knows Ewing as they refer to each other as “Patrick” and “Ryan”. After the dunk sheepishly says “sorry” in the tone you’d say sorry to a friend you’ve just pulled a prank on.

The other ad has Master P asking for the geeky guy’s (called Josh) opinion on an extremely large, diamond-studded “P” necklace that he is intent on buying. I love the geeky guys reaction: a nonchalant but still emotional “I like it!”, as if he was expecting his opinion to be of great value to somebody like Master P.

This slightly out of place chumminess between these somewhat washed up stars and the geeky normal guys plays great and is oddly fascinating. The clumsy wordplay at the end of each spot adds to the self-depreciating humor as well (“Patrick Chewing” and “Master P-Nuts”).

By using guys like Patrick Ewing and Master P and treating the brand in this self-mocking way, Snickers is showing that it’s aware of its current cultural standing, and it is willing to laugh about it. This treatment sort of mixes Snapple’s famous use of “weird” celebrity endorsers (Richie Sambora, Howard Stern, Ivan Lendl) from back in the day with Microsoft’s “I’m a PC” campaign, where Microsoft showed that they know Apple has been talking smack about them in their ads, and here’s what they think of it.

Looking at these example’s it seems to me that confronting your brand’s current meaning(s) head on, and then spinning it to a new direction or making light of it, seems to be the best way to manage it. Some brands fail to show literacy as to what their brand is currently about, and try to introduce a new image/myth/meaning sort of by force. This might have worked in the old days of mass media, but as consumers are more connected now and brand meanings flow freely and fast and are affirmed by consumers more firmly, people can sort of say “that’s not right, right?” when a new, conflicting myth/meaning is introduced.

Put it this way, it’s hard to enter the conversation (I hate that saying on brand interaction, but it fits here) with the intention of steering it without first understanding and acknowledging what the discussion is about. I think Snickers has done a good job with its entry to the conversation regarding itself (especially the Ewing ad played wonderfully with the chocolate-bar-as-performance-enhancer cliches, with exploding backboard and everything). Now we’ll have to see if Snickers’ self-depreciating humor allows them to steer the conversation as well.

My PhD research plan in just two pictures

Henry Jenkins - Convergence Culture + Douglas Holt - How Brands Become Icons

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The Challenges and Opportunities of Managing Brand Meaning in a Changing Media Landscape from a Marketer’s Perspective*

That’s more or less it, for now. I’m knee deep in articles and books now trying to make sense of the whole field. I’m trying to combine Holt’s theory of cultural branding (combined with McCracken’s writings on meaning management) with Jenkins’ theory of converging media culture. I always felt that Holt’s work, which relied heavily on TV spots in its analysis, could be developed further in creating a cultural brief that encompasses all media channels, not just TV.

* it’s a working title.