Archive for online culture
Not only do I get to go to TED this year (hooray!) but I also had the great pleasure of participating in a truly brain-tingling workshop whose goal was to help TED figure out how to better facilitate the spread of breakthrough ideas.
Of course everybody (and their mother) is obsessed with web analytics these days: how many hits did I get? How many likes? But media engagement pros (and the workshop was chock full of them) realize that counting clicks doesn’t really begin to tell the full story. Who’s clicking and why? Did they talk to their dad about that TED talk over breakfast? Did they laugh or cry? Did they feel empowered to do something? Did they make a donation? It can be really difficult to accurately measure the impact of any piece of media (including a TED video) without finding a way to bridge that daunting divide between online click trails and offline actions. One way to do it? Surveys!
I’m a big believer in supplementing rigorous web and social media analytics with survey research. And I’m an even bigger fan now that my team at the Lear Center has developed some innovative new methods for taking into account self-selection bias in media consumption (i.e., only certain people decide to see certain TED videos – there’s nothing random about it – which makes it tough to accurately measure impact).
So, imagine my delight when I heard that the Knight Foundation is partnering with TED to work on amplifying and measuring the impact of their content as it “ripples through society, producing technology tools and best practices for connected action.”
One key theme that emerged at the workshop this weekend was the importance of sharing the discoveries that TED will make when they develop their new kick-ass website and state of the art dashboards for tracking engagement. Information is power and nothing is more empowering to an engaged audience than access to information about how their beloved TED talks, along with all the content and actions that they themselves have generated, are moving the needle.
I’m looking forward to what comes of this . . . stay tuned!
If you’re at TED2013, be sure to check out the Knight-sponsored pavilion centered on Tech for Engagement.
The May issue of Vanity Fair features a great article about the “War for the Internet,” or, more precisely, the battles over Internet privacy, piracy and security. I found myself in alignment with the group of guys that VF calls the “forces of Organized Chaos,” including Vint Cerf, Jeff Moss, Joshua Corman and Dan Kaminsky. The article’s filled with quotable gems (e.g., “Anonymous is more like a brand or a franchise,”) but here’s a nice sum-up of the “Organized Chaos” vision for the future of the Internet:
…the forces of Organized Chaos, by and large, think that the Internet should be allowed to evolve on its own, the way human societies always have. The forces of Organized Chaos have a pretty good sense of how it will evolve, at least in the short term. The Internet will stratify, as cities did long ago. There will be the mass Internet we already know—a teeming bazaar of artists and merchants and thinkers as well as pickpockets and hucksters and whores. It is a place anyone can enter, anonymously or not, and for free. Travel at your own risk! But anyone who wishes can decide to leave this bazaar for the security of the bank or the government office—or, if you have enough money, the limousine, the Sky Club, the platinum concierge. You will always have to give something up. If you want utter and absolute privacy, you will have to pay for it—or know the right people, who will give you access to their hidden darknets. For some services, you may decide to trade your privacy and anonymity for security. Depending on circumstance and desire, people will range among these worlds.
In this context, structuring the Internet around authentication systems that make it impossible for anyone to remain anonymous seems as foolhardy as insisting upon only non-commercial usage of the Web (and, yes, I’ve heard serious people seriously suggest this.) Finding the right balance between order and chaos on the Web is the era-defining challenge we face right now.
One of the highlights of a recent trip to New York was attending a Mad Men Remix party hosted by Pop Culture Pirate Elisa Kreisinger. I’m a big fan of the show and so it was great fun to watch the season finale from last year with a group of knowledgable viewers, and then to see Kreisinger’s provocative remixes of the show.
Her Internet-ready Mad Men: Set Me Free is a clever remix of the women of Mad Men singing the Motown standard “You Keep Me Hanging On.” Devised to be spreadable on social media sites, I suspect this video – which was co-created with Mark Faletti – will quickly communicate to a broad audience the painful gender issues explored in the show.
And that kind of commentary is pretty desperately needed. I recently attended a screening of Missrepresentation, a thoroughly laudable documentary about problematic representations of women in film and TV. I was dismayed to see clips from Mad Men woven into its visual tapestry of media misogyny. I had believed that most viewers of the show recognized that it was quite critical of 60s sexism, depicting it as an appalling problem and creating sympathy for the women who suffered from it (including our own mothers and grandmothers). But just a few days later I found myself having exactly this conversation with a male friend who felt guilty about loving the show because it was so sexist. He said he felt terrible for the plight of women in the show, but it never occurred to him that his response might be the one the show was hoping to elicit.
All too often, I’m afraid, people equate the representation of something with its endorsement. I often used the TV show Married With Children in my pop culture classes to address exactly this issue: the selfish and reprehensible Al Bundy was not depicted as a role model for viewers – instead we laughed at him for being a bad father, and for bringing into stark relief what a “good” dad ought to do. In many ways, Married With Children was as effective at endorsing ideals about the nuclear family as The Cosby Show was.
Pop culture remixers like Kreisinger have a tricky task on their hands, remapping cultural memes in order to draw attention to things we might not have noticed in the slickly produced pop culture objects that make up our media landscape. It is their task to shake us by the shoulders and say “What if?” Such is the case (in spades) with Kreisinger’s QueerMen: Don Loves Roger remix. Whether you believe that the remix reveals a “subconscious” sub-plot of the show or not, it gives viewers the opportunity to imagine it. This has long been the strength of fan fiction, which has been taken to entirely new and enticing levels due to ever-expanding access to bandwidth and the rise of robust social media platforms.
One troubling side effect of remixes is that the original can seem a bit less itself after viewing them: or, at least, that was my experience watching the much-anticipated season five premiere of Mad Men last night. Where were the subtle psychological insights we’ve come to expect? Maybe we have to wait for a remix to reveal them.
These are the campaigns that touch a cultural nerve; ads that capture or catalyze a cultural movement, moment or event. These campaigns may reflect the popular culture of the web, having gone viral, or celebrate specific regions or global diversity as part of their message. These are ads that are an active part of cultural dialogue in a connected world, crossing borders and cultures.
We put together a pretty long list of candidates – from silly video game ads to a touching long-form piece about the impact of the Tōhoku earthquake and tsusami on the creative community in Japan. Now that TED has announced the winners, I thought I’d celebrate some of the runners-up that we loved.
For those of you who didn’t have the good fortune of encountering “Catvertising” (top) I am delighted to share it with you here. I can’t tell you how many people forwarded this one to me – and with good reason. Kenzo and I were tasked with nominating ads that reflected the popular culture of the Web: no accurate accounting of that culture could ignore the ridiculously robust role that cat videos play.