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12 Jul 19

Weekly Media Trends (12 Jul 19)

Trends > 12 Jul 19

Borkowski Weekly Media Trends: Tommy Robinson | Heck x Boris | Memes | Podcast Boom

Borkowski Weekly Media Trends

It's hard to make sense of our crazy world. On the one hand, studies have shown us this week that influencers are losing their influence, then you hear that said influencers are flogging their own bathwater for 30 bucks a go - words escape us sometimes...

Here at Borkowski, we try to condense the weekly news cycle down to bite-sized chunks. Here goes nothing!
 
The Ballard of Tommy Robinson

The great gift and curse of the internet is that it has put likeminded people in touch with one another. And as a result, we have learned a few things. It turns out that far more people than we thought love pictures of cute cats, videos of people falling over and – perhaps inevitably – racism.
 
As old political coalitions are breaking down, new digital movements are springing up in their place. Take Stephen Yaxley-Lennon, better known as Tommy Robinson. In his short career, he has managed to gather together a broad coalition of supporters from the overtly racist, to ‘common-sense’ middle Englanders, through to those who simply believe his schtick: that he is an innocent victim of a system too lenient on sex offenders.
 
He’s tapped into a cultural fissure that’s been growing for decades, namely the idea that ‘political correctness’ has prevented criticism of certain races or religions. It’s a strategy that’s won him broad support, and it has been completely enabled by the internet, which destroys nuance and encourages totality of opinion. When his supporters attack journalists, we can see the destruction this is having on civil discourse.
 
But the fascinating thing about Tommy Robinson is that a few years ago he was a nobody from Luton, a joke. He would be invited on respectable panel shows to discuss his opinions and was often applauded but rarely taken seriously. Now his image is one of a serious, if dangerous, public figure. When he is released from prison he will return as leader of a street movement that has grown beyond all expectations. Anyone who aspires to prominence in today’s culture has to understand how the internet enabled this to happen. By uniting unlikely bedfellows under a narrow issue, Tommy Robinson has exceeded all expectations.
 
Oh, Heck: When Stunts Go Wrong

The art of the publicity stunt is a fine thing. Sausage-makers Heck managed to get one such stunt catastrophically wrong this week.

Piggy-backing on the media attention of Boris Johnson’s campaign to lead the Conservative Party, they released a range of ‘Boris Bangers’, featuring his unmistakable blonde fringe on the packet. They even went so far as to invite Johnson for a photo opportunity with said sausages. Being Boris, he enthusiastically went along to their Yorkshire factory to take part in the stunt.

But many critics of Johnson did not react kindly, launching #BoycottHeck on Twitter. Soon it was a proxy for the ongoing Brexit war, with Remainers and Leavers fighting it out online.

Heck had unexpectedly waded into a toxic debate that they were completely unprepared for. This is the cardinal sin of politically-minded stunts. Sometimes businesses can explit the news agenda to great effect. But here we’re talking about Boris Johnson and Brexit. Each is arguably the most divisive Conservative politician and electoral event in decades. That particular story cannot be exploited without a great deal of careful thinking and, very importantly, without a willingness to wade into the story. Heck’s greatest problem was their unwillingness to ‘specifically endorse any candidate’, as their statement admitted. They failed to understand the nature of Johnson’s particular brand of celebrity, seeing him as just another prominent politician, rather than what he is: a saviour for 52% of the electorate and a charlatan to the other 48.

Though some manage successfully, brands and politics are a dangerous mix. The adage is wrong: not all publicity is good publicity. Good PR is about building not just buzz, but happiness and enthusiasm around a brand’s story. By half-engaging with a man loathed by half the country, and loved by the other, Heck made a Faustian pact: They were willing to alienate their consumers and have their message lost in the media noise, all for a brief spell at the top of the news agenda, and ultimately for the wrong reasons.
 
Are Pointless Memes making a Comeback?

In a week where a T-Rex costume race made international headlines it probably won’t come as a surprise to many that pointless yet funny content, although now often overshadowed in the public consciousness by robot-generated gibberish or political extremism, still dominates a large part of the internet.
 
But there’s a certain type of shareable viral meme, popular in the late 00s and early 10s, that feels very dated: you’d probably forgotten about planking, ice bucket challenge, and the Harlem Shake. Which is why it was surprising to see a series of ‘bottle-cap challenge’ videos flooding the internet in which a skilled individual uses a combination of physical prowess, coordination, and flair to remove a cap from a bottle in one fell swoop; whether by kicking (Jason Statham is thought to be the source of the trend), throwing a rugby ball or, in Mariah Carey’s case, singing a G#7.
 
The celebs flocked to do it, showing how relatable and down to earth they are with a series of (often) professionally produced and painstakingly stage-managed videos and this – along with such trends as Greg James’ ubiquitous Partridgism ‘Are You Well? I Thought You Were’ – signals the re-emergence of the inane meme?
 
It’s possible – we all need a mindless laugh. If this kind of viral morsel does regain popularity you can bet that hot on its heels will be a series of brands with expensive attempts to join in which slightly miss the point, smack of desperation and arrive a little too late.

The Podcast Revolution

The podcast: an accessible, innovative and low-cost way to share information and tell stories. Podcasting has been growing at an exponential rate for several years – both in the volume of shows being produced and the sheer number of consumers – which has recently seen Spotify jump on the bandwagon after officially separating podcasts and music in premium users’ libraries.

To add fuel to the fire, a recent study commissioned by 4DC showed that Podcast listeners outspend non-podcast listeners in every area, and millennial listeners outspend their peers by as much as 179%. With high-spending listeners flocking and constantly adding to this podcasting boom, colossal brands are never far behind, breathing down their necks. For instance, tech brands like Netflix and Microsoft have joined in, while podcast communities have grown up around high-profile TV shows like Love Island or Game of Thrones. These companies know they can exploit their customer base with targeted adverts, cashing in on a receptive audience.

Anyone with a morsel of an audience or platform is leveraging for podcast gain. Take the defunct DJ Danny Baker (previous trend topic after he was sacked for tweeting the royal baby depicted as a chimpanzee). He has signaled his return to broadcasting, set for 2020 with a new podcast structured using the same elements as his previous BBC Radio 5 Live show.

Ultimately, we can now consume our favourite things in some form ALL THE TIME – this is only increased by social media, as people increasingly use that while watching/listening. This culture of consumption is a perfect environment for podcasts to thrive.

And for the love of god, please steer clear from Info Wars!

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