Tag Archive for 'marketing'

Parsing the polls: Just how strong is Labor’s lead, really?

I’ve been wondering myself, recently, about the significance of Labor’s unbroken lead in the polls, which if memory serves, has persisted for over three years now. There’s little doubt that it’s Rudd’s election to lose, but, conversely, big Labor victories in both seat and vote terms have been rare at federal level. Labor’s vote in the 2007 election was also lower than its poll lead had been in the run up, on most measures.

Fortunately, psephological bloggers are on the case!

Both Antony Green and Possum have written thoughtful and well informed posts on just this topic.

I’d add a couple of points:

(a) It’s quite right to be a tad suspicious about whether polls are measuring something slightly different from voting intention. To me, the biggest gap in the polls we have is always the lack of any data on intensity of interest in politics, which could, I think, usefully be correlated with strength of commitment to a particular voting preference. Part of the advantage to incumbents, I suspect, comes from the fact that a lot of the people, a lot of the time, are just not thinking much about politics;

(b) As I’ve commented on and off again and again for years, politics is not amenable to prediction in quite the same way other forms of behaviour are. (A good contrast is with consumption, where the aggregation of individual purchases makes more sense, I’d suggest, than the aggregation of individual votes; the frequent conflation of political behaviour with marketing terminology is misleading – ‘brand loyalty’ is just not the same thing with political parties as with mobile phones or flavoured milk.)

Of media narratives, truth and narratologies

It would be interesting to study the role of the economics editor. In Australia, at least, those papers and media outlets which employ such a person appear to see the role as enforcing the BCA line on liberal economics, even if sometimes the actually existing BCA companies have their hands well and truly out for the largesse of the state. There’s a bit of a story about ideology here, and the neo-liberal whip gig only really works if one is not too partisan about it – so Paul Kelly’s portentous ponderings fit the bill exactly. At The Australian (and here, the broader tale is one of the trajectory of that paper overall), Michael Stutchbury has taken the commentary in a more openly pro-Coalition direction. Witness, as they say on the op/ed pages, his latest rather unfocused piece – decrying Labor governments (and social democrats, and Rudd advisor Andrew Charlton) for mixing politics with economics. Magically, of course, blatant political fixes by conservative administrations never seem to attract the same opprobrium. It’s as if the “reform test” constantly being applied to Kevin Rudd (despite what he himself has said about his own views on economics, and perhaps it were better had he been taken at his word) were one of complete purity in adherence to the gospel according to the Productivity Commission, or whoever represents the yardstick for this stuff at any particular point in time.

It would be possible to expose any number of non-sequiturs, rhetorical moves, sophistries, and general incoherence in Stutchbury’s article.

But there’s a broader point here.

We live, we’re told sometimes, in an age of story-telling. Continue reading ‘Of media narratives, truth and narratologies’

Critical (film) cultures

Part of the whole “death of the newspaper” narrative arc (though not the current focus on Google as a supposedly evil aggregator, driven by the commercial interests of news corporations) is the purported death of the critic. Like so many other apocalyptic predictions, this one is no doubt premature, if not altogether wrong – although contemporary cost cutting in print does mean less film criticism and less well remunerated critics. But there’s no doubt that something has changed with the rise of the user review.

In a way, as with so many other developments in new media, the user review replicates an underlying social pattern which is re-emerging as the closed media circuits of modernity fracture. The economics of film, like that of publishing and music, is typical of a certain enduring characteristic of the culture industries – the uncertainty of demand. While the quantum of production is closely tied to the number of screens, the art of predicting which films will make money is a most uncertain one. As a rule of thumb, one film has to make enough to subsidise a larger number which will lose money – what John Howkins calls the nobody knows principle. Producers can try to minimise risk by churning out sequels or franchise films, but the basic rule holds – it’s much harder to say which movie will find an audience than how many red cars will be sold.

So “word of mouth” has always been something that film marketers rely on, and indeed try to foster. Continue reading ‘Critical (film) cultures’

Creeping pinkification: “the persistent feminization of unisex commodities”

In breaking news, marketing drones continue to lack imagination, sticking to the apparently conventional wisdom that if you want women to buy things that both men and women tend to use and want, just run up a version in pink and do a fluffy/flowery/frilly ad campaign. Butterflies are good. In June last year (in an essay provoked by the launch of a special shopping flight from London to Paris named Fly Pink) the Guardian’s Vicky Frost summed up the extension of pinkification from childhood to adult women as follows:

It is now possible for women to experience their entire day in pink. You can work out with a pink yoga mat and weights; adorn your windscreen wipers with pink wiper wings; cook dinner on a pink George Foreman grill and style your hair with hot-pink hair straighteners. You can even see off would-be attackers with a powder-pink Taser gun.

My response to the whole Fly Pink concept was this photo-essay, Puking Up Pink. Documentations of the pink consumer ghetto on feminist blogs abound, especially the Pink Alley in toy departments, but it is the continued extension of pinkified marketing into the adult world which is being most keenly examined. Twisty anayses the latest version she’s found: women’s vodka.

vodka_girly
Continue reading ‘Creeping pinkification: “the persistent feminization of unisex commodities”’