State of public discourse: What the culture creators want you to know

STATE OF PUBLIC DISCOURSE What the culture creators want you to know !

A report by Sonic Boom, in collaboration with reddit.com.

Photo Credit: WanderingtheWorld (www.ChrisFord.com)

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http://www.ChrisFord.com

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State of Public Discourse SONIC BOOM

state of Public discourse

What the culture creators want you to know

For years, we’ve looked at the real world for clues on where our culture

is headed - fashion, art, music, television and more, all provide an

insight into the evolving values of our world. Now we are faced with a

very different scenario - an increasingly active online audience that

spend more time interacting with people online than they do offline.

But what does this mean? It means we can now mine this data to forecast our future,

recognize the evolving nature of people, and understand their values and beliefs.

Trends defined by the internet’s culture creators � 2

Source: ultraBobban

http://www.flickr.com/photos/crustyscumbrothersontour/2894764787/

http://www.flickr.com/photos/crustyscumbrothersontour/2894764787/


Table of Contents !!

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Introduction 4

Methodology 7

Understanding emerging value systems 8

Implications of value systems on your organization

20

Perceptions of key industry verticals 21

Automotive 22

Healthcare 26

Entertainment 32

Telecommunications 36

Conclusion 40

Appendix 43



Introduction As marketers and individuals in the field of

communications, we’re looking to better

understand audiences, forecast trends,

engrain our brands/products into the fabric

of community-based conversations, and

drive advocacy organically in an

increasingly crowded online marketplace.

Leaders in organizations are looking to stay

au courant with evolving Internet culture

and the evolving needs of audiences to

ensure business models stay relevant. And

those interested in Internet culture are

looking to better understand its visceral

connection to humanity, and how it

continues to influence the nature of

relationships.

As much as we'd like to think there's no

method to the madness on the Internet,

behind every new idea, meme, community

and movement, are people. Empowered by a distinct set of shared

beliefs and values, online activity reflects people’s view of the world

and guides their responses to situations and brands. So why are

certain brands revered online, while others can’t seem to do

anything right? Is there a discernible pattern to why some

things turn into trends? Why do certain ideas turn into memes

while others just fizzle away?

With that in mind, we began to look for dominant patterns in

online discourse to identify the underlying value and belief

systems that determine how the most influential online

audiences behave in various contexts.

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Source: kagey_b

“The internet now offers us a great way to forecast trends, and understand our culture.

TREND FORECASTING SONIC BOOM

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Why study dominant discourse on the Internet?

The Internet is a critical facilitator of public engagement that cannot be ignored. Driving

discourse in ways that have never before been imagined, the online world defines and

influences trends and public opinion. In this new reality, having a finger on the pulse of

online conversation in any given context can become a competitive advantage for

organizations in any industry.

Leveraging reddit.com as a lens into the pulse of the Internet

Over the past few years, reddit.com has emerged as one of the most influential

communities on the Internet, launching everything from memes about popular culture, to

large-scale movements across the globe. Widely regarded as the “front page of the

Internet”, it is frequented by early adopters of technology, geeks, and culture creators.

Unsurprisingly, reddit has attracted the attention of some of the world’s

most prominent artists, writers, politicians and leaders. Bill Gates, Barack

Obama, Arnold Schwarzenegger, Sir David Attenborough, Chris Hadfield,

and many more have participated in live discussions on reddit, in the

hope of influencing public opinion of various issues and campaigns.

In 2013, reddit drew over 731 million Unique Visitors from across the Globe, including over

7.4 million Canadians each month, with an average time on site of over 18 minutes! The

numbers are staggering.


A conversation between Bill Gates and thousands of members of the community reddit.com.

http://reddit.com

http://reddit.com


Methodologically speaking, the analysis of discourse in the online world through reddit

allows us to look at thousands of online conversations on a variety of topics (from religion

and politics to health care and technology), and apply a social sciences lens to the data.

This enables us to identify emerging value and belief systems that define communities of

people, the meanings created around brands, products and industries, and the future

impact of events on public perception.

Some notable events showcasing reddit’s influence on the Internet include:

• Through the support of the reddit community, comedian Louis C.K has sold over a

million dollars worth of online content.

• In 2009, reddit started the largest “secret santa” gift exchange in the world. In 2013 it

boasted 117,956 participants from 160 countries, and almost $4 Million spent in gifts and

shipping.

• In 2012, reddit influenced an Internet blackout to protest the Stop Online Piracy Act in

the United States. Other participants included Google and Wikipedia.

On numerous occasions, the reddit community has raised awareness, money, and

resources for various issues that matter – over $600,000 in support of public education,

over $185,000 to rebuild Haiti, $65,000 (in 24 hours!) for an orphanage in Kenya, a

community dedicated to the act of ordering pizza for someone in need of a helping hand,

over $30,000 for a terminally ill cancer patient, and the list goes on and on.

Given its significant impact and presence on the Internet, it is a natural conclusion to

leverage the community as a doorway into our current culture online, and as a portent of

our collective future.



Methodology

We identify and analyze thousands of online conversations that

are relevant to Canadian reddit users across a range of topics.

These include government and politics, economics, corporations

and brands, people and culture. Our process begins with

identifying the 50 most popular sub-reddits (sub-communities on

various topics within reddit.com) among Canadian users. Within

each of these 50 sub-reddits, we identify the 50 topics with the most engagement over the

past 12 months, resulting in 2,500 identified topics and over 20,000 comments.

We then proceed to identify patterns and interpret meanings behind the words being used

by audiences to communicate with one another. This allows us to identify the underlying

values, beliefs and attributes that inform consumer perceptions, understand how online

activity shapes discourse and relationships in various industries, and establish baselines

for forecasting future trends.


A visualization of communities most connected to Canada.

Source: yasiv.com

http://yasiv.com

http://yasiv.com


UNDERSTANDING EMERGING VALUE SYSTEMS

To understand emerging value systems on the Internet, we assessed

the dominant topics among Canadian reddit.com users over the past

year. Specifically, we looked to identify perceptions of corporations,

governments and people, with the aim of establishing a framework that can be used to

understand evolving belief systems in today’s hyper-connected digital world.

Over the next few sections, this report will summarize our findings and discuss the

emerging value system that is guiding and informing how audiences perceive brands,

products, people and things.

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Source: Stephen D. Melkisethian

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CORPORATIONS

By examining the most popular and engaging conversations

around some of the largest brands/corporations in Canada and the

rest of the world (as discussed by Canadians on reddit), we can

pinpoint two attributes that define how audiences scrutinize the actions of corporations in

Canada and abroad.

1. General level of distrust

2. Celebration of entrepreneurship and innovation

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Source: Daquella manera

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1: General Level of Distrust

Audiences express a general level of skepticism and cynicism regarding the role of

corporations in society. This perception stems from what audiences believe are the

underlying truths about the way corporations function in Canada and abroad. When

speaking about general distrust in corporations in Canada, the reddit.com community

presents two arguments:

1.1 Large Corporations Are Inefficient

A commonly held (and rarely contested) belief is that the larger the corporation is, the

more inefficient its operations are. In the Canadian context, this translates into the notion

that consumers bear the consequences of this inefficiency in the form of higher costs,

ineffective service, contractual lock-ins, etc. The most commonly cited example is the

Telecommunications Industry in Canada, with the three largest providers often mentioned

negatively. Commonly referred to as “Robellus” (Rogers+Bell+Telus), the “big three” are

cited frequently in discussions about corporations overcharging consumers for mediocre

services.

1.2 Large Corporations Are Unfair

It is important to understand that as it pertains to the

overall perception of Corporations, audiences do not take

offense to the idea of profits or revenue growth. However,

they are concerned with how those profits are made, and at

what cost (to people, the economy and the environment).

Hot button issues that drive discourse on the topic of

fairness include:

1.2.1 The collusion of corporate and government interests

are often believed to come at the expense of consumers.

For example, there is an immense amount of discussion

around Verizon’s failed attempt to enter the Canadian

market, which is widely believed to be a result of the

government “being in bed” with Canadian telecommunications providers, and thus

preventing a free market system from prevailing in the country.

1.2.2 The subjective and selective use of scientific evidence in healthcare and

pharmaceutical product marketing is another popular topic of much debate. Audiences

believe that not all information – especially scientific research data – is shared by


“I'm just saying it will be much of the same. Canadians have proven that they can and will pay a lot of money for the novelty of a cell phone, to think that any company coming in will have any sort of differing opinion on a long term is just foolish. Any immediate lower prices will be solely to buy customer base, and will not be long term. They have the backing in the states to even run at a loss, and they will. When they buy enough customer base that price will jack up, and why not? they know people will pay it.”

A comment about Verizon’s entry into Canada not helping consumers.


corporations in the interest of marketing their products and

services. This leads to the perception that the welfare of

consumers is ignored and often risked, further distancing corporations from the very

people they’re looking to serve.

2: Celebration of entrepreneurship

The entrepreneurial and innovative spirit is celebrated

in community discourse on reddit.com, and

corporations/brands perceived to embody that spirit

receive great support. Interestingly, audiences make

clear distinctions between companies that claim to

innovate vs. those that truly look at changing the way

we live, work, and play. Consequently, certain

companies such as Tesla Motors rank highly in these

conversations for everything from its products to its

business model (Amazon, Apple, and Microsoft are also

talked about a great deal). However, what is most interesting is the way conversations of

this nature use the term innovation to justify and defend a company’s high growth in


Source: reddit.com/r/canada

“Tim Hortons stores are not corporate; they are franchises, the majority of which are single store operations since Timmy's does not permit non-resident franchise ownership, and hence, are the very definition of local small businesses - it just so happens they're also part of an advertising collective."

A conversation where Tim Hortons is seen in positive light due to its support of small businesses, through its franchise-based business model.

http://reddit.com/r/canada

http://reddit.com/r/canada


revenue and profitability – “it’s okay to be Apple if you keep improving people’s lives with

technology” – because it serves as a reminder of larger libertarian (see Appendix 1 for

definition) values that define the community and influence discourse about corporations.

Looking through a libertarian lens, one can also see the close relationship between

entrepreneurship and the issue of fairness. Entrepreneurs are

seen as natural problem solvers, who are not afraid to disrupt

environments and redefine industries. Their ability to innovate is

considered an essential right, so when that ability is hindered, the

issue of fairness takes centre stage.

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Yet another very popular thread showing general perceptions towards Corporations and their unjust demands.


GOVERNMENTS & POLITICS

The second step in identifying emerging values on the Internet involves the observation

and analysis of thousands of online conversations on the topics of government and

politics, as discussed by Canadians.

A libertarian belief system

Overall, audience perceptions of

government are guided by a socially

progressive, libertarian frame, which

includes: belief in the efficacy of

capitalism, free-market systems, and the idea of the ‘invisible hand’; support of the

government having a minimal role in citizen life outside of the provision of basic services

such as health care; and, a socially progressive view toward people. Naturally, this frame

influences how audiences react to various political events and topics of discussion, and the

extent to which they openly exhibit loyalty and advocacy (and opposition) toward brands,

companies, products, services, people, etc.

Combined with the libertarian sentiment is the

resounding importance placed on individualism. In

community discourse, the necessity for liberty and

autonomy drives perceptions of events in Canada and

around the world. For example, law enforcement receives

frequent criticism for abusing its powers and limiting the freedom to protest and

demonstrate. The values surrounding individualism also offer an explanation of why

entrepreneurs are revered online; they are perceived to be representatives of free will and

the DIY spirit, taking chances, doing something unique, and challenging conventional

wisdom.

!


Support for Bitcoins relate closely to the community’s belief in a need for reduced government involvement in monetary systems.

Community members express their support for Lavabit by jumping into the conversation. Lavabit was an American encrypted email service that had to shut down operations. The company embodies the entrepreneurial spirit, as an email service started to combat the privacy concerns with popular email services like Gmail.


Dedication to the ideals of individualism also guides the strong opposition to big

government, exemplified by the amount of conversation pertaining to the case of Edward

Snowden and his whistleblowing activities (something that is universally supported and

considered essential for the future of society). Unsurprisingly, audiences also tend to

exhibit a slight anti-American sentiment, primarily because of the country’s “big-brother”

behaviour when it comes to its northern neighbour.

!Socially Progressive, Scientific, Morally Good

Audiences are overwhelmingly in support of evidence-

based research and policy-making, same-sex marriage/relationships, science-led

education, and religious equality. These are key examples of the fundamental values that

connect audiences and create communities based on a shared sense of morality and

justice, and further emphasize the importance of individualism and freedom of choice.

!!!!!!Trends defined by the internet’s culture creators � 14

Audiences expressing support for Edward Snowden, an indicator of libertarian belief systems.


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Conversation and support for socially progressive values in Canada.


PEOPLE

The last step in identifying emerging values on the Internet is the analysis of thousands of

online conversations pertaining to the topic of people and how they define their position

online, what drives them to form relationships, and how they are perceived in a larger

community-driven context. The following three factors influence the perceptions of

people:

!1. The knowledge or level of expertise they bring to the community or use to contribute to

any discussion.

2. The belief that communities can

achieve greater results when they come

together in support of a cause or

initiative.

3. The individual contributions one

makes to society through monetary or

non-monetary acts.

!A combination of the above three factors

influences how (and if) people are accepted into the larger community, and dictates the

amount of influence they will have.

!Knowledge and expertise

The Internet is becoming increasingly detail-oriented, with numerous conversations

centred on niche topics that require niche sources of knowledge and expertise. In this

context, people who bring deep knowledge of the subject matter to the table are highly

regarded and often referenced for input and/or impact in conversation. Indeed, audiences

who occupy a strong presence online also take a lot of pride in bringing a specific

expertise and passion to the larger conversation. It is therefore no surprise that

connoisseur culture and obscure references to things in history, pop culture and even

politics are celebrated and highly valued in online discourse. This characteristic of online

behaviour proves that the capitalist notion of a technocracy is very much alive.



The Power of Many

reddit.com thrives on crowdsourcing. From encouraging

acts of charity to gathering opinions on matters of the

heart, the idea that everyone has something specific and high value to offer supports the

notion that the community is much stronger than the individual. It also further qualifies

the libertarian sentiment, showing us that audiences believe they don’t always need

governments or large corporations to implement change and reform in society.

A dominant example here is the banding together of

audiences to try and track down the Boston Marathon

bomber while the Police were hot on his trail in April,

2013.


A conversation about a desired new Star Trek series that goes into great detail about the plotline, key characters, their roles and relationships, etc.

Community members band together to create Random Acts of Pizza - a service where someone in need is delivered a pizza from a volunteering (and generous) reddit user, as seen in the example above.


!Individual contributions

Online conversations on reddit.com show that being a good citizen and humanitarian is

considered a moral obligation. This belief supports a set of guiding principles for

acceptable behaviour and forms the basis for judging the actions of others based on their

perceived authenticity. For example, spontaneous acts of kindness and charity are viewed

favourably, whereas people who are seen as so-called ‘abusers’ of public services –

healthcare provisions or social safety nets – are criticized

harshly. Here, the libertarian beliefs reinforce the

community bond and have a direct influence on

individual action.

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Another example where a well-informed conversation is started by a user who is looking to take action for the benefit of society, and is asking for support from the community (and is seen ‘rallying the troops’).


PUTTING IT ALL TOGETHER

When we put together the identified perceptions around Corporations, Governments, and

People, we can see a clear pattern emerge that allows us to define the evolving value

system among consumers in Canada.

We believe the following underlying values not only define the increasingly dominant and

emerging voice on the Internet but also define a framework that allows us to explain how

various brands and industry verticals are perceived and treated (seen in subsequent

sections of this report) in the real world (see Appendix 2).

Individualism: Individual autonomy and expression are highly valued. Brands,

organizations and things that allow people to express themselves and establish niche and

often bookish connections with others in the community are highly loved and celebrated.

Consequently, such entities (brands and things) are also advocated for the most

organically, through discourse.

Fairness: Morality is essential for

society and community - be it online or

off - and audiences are showing us that

an assessment of fairness is now a

critical ingredient in the evaluation of

various entities online. That also means

people are no longer satisfied with just

the information they receive from

“official” sources, and will leverage the

power of the Internet to source and

share information about entities in

question to arrive at an assessment of

the level of fairness.

Scientism or innovation: Audiences believe in the universal applicability of the scientific

method and approach, and hold the view that empirical science constitutes the most

authoritative worldview. In this context, brands, governments, people and other such

entities in culture that leverage science to innovate and in the process improve upon

existing systems, are regarded with great favourability.

Naturally, what we are seeing here is that organizations and people who manage to

embody all three of the above stated values, will be highly celebrated and even advocated

for organically in the online and offline marketplaces.



IMPLICATIONS oF THE CULTURAL LENS ON YOUR ORGANIZATION !

1 Examine your brand’s relationship to the identified framework of values and pinpoint the areas of strength and weakness. Then, consider answering two questions: !• What specific initiatives will allow you to play to your strengths and allow a deeper and more

emotional connection with your audience? • Are there opportunities to introduce new communication programs, formats or even

channels that can address some of the identified weaknesses?

2 Consider the most pressing issues within your vertical today. Now, think about what your organization/brand can do to address those issues through the values lens, and maybe even lead discourse in the industry!

3 Don’t neglect the geeks! Find those people within your organization who really embody the brand, the product or service in question. Give them an opportunity to have authentic dialogue with brand fans who will be excited by the opportunity to “geek out” over what you do today, and what you can do in the future.

4 Think about the overall values that guide your own organization, its operations and even marketing. Are there points of alignment between organizational values and the emerging values identified through discourse analysis? If so, what can you do to further communicate this marriage in values to the marketplace, and build a closer relationship with your publics?



PERCEPTIONS OF KEY INDUSTRY VERTICALS

If we leverage the identified emerging value system as a framework,

we can look at the perception of select industry verticals and

understand how various events, brands, and people are treated online.

Specifically, we’ll look at perceptions of the Automotive, Telecommunications,

Entertainment and Healthcare verticals.

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http://www.flickr.com/photos/h-k-d/3662450210/

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!AUTOMOTIVE

In the automotive sector, there is a clear distinction between brands that are FOLLOWED

(mentioned in positive light) and brands that are LOVED (openly advocated for, repeatedly).

This distinction boils down to the extent to which a brand allows an audience member to

truly express his/her individuality - a complex set of beliefs and values, or a unique view of

the world.

Three brands stand out in this context - BMW, Volkswagen and Subaru - all of which are

seen as fringe brands in North America. Their cars are celebrated for their unique

character, and often used in conversations as a means to communicate unique viewpoints,

beliefs and sensibilities. Most importantly, these brands allow for pedagogery - the ability

for hardcore brand fans to start and carry conversations that may not be the most inclusive

Key Takeaways for Automotive brands

Individualism True influencers care about every minutiae associated with your brand, its history, the products, their technology, stories of creation and adoption, personalization and much more. And while bookish or often obscure content may appear to alienate mass audiences, it actually strengthens the brand, makes fandom aspirational and shows mass audiences that people truly care about the brand in question.

Innovation Everyone claims to be “Innovative!” The audience, however, knows better. TRUE innovation needs to be game changing; it needs to change the way we think about our cars and what they are capable of delivering. Instead of claiming innovation, demonstrate it.

Fairness Dealerships aren’t ranked favourably. They are equated with a lack of adequate service and transparency during the sales process. Brands need to invest in changing perceptions and improving business operations.


A Subaru fan writes a letter to the company and shares it on reddit, showcasing his past relationship to the brand and engaging many Canadians in conversation.


to non-followers or to those lacking a certain minimum level of knowledge on the subject

matter.

The more obscure or niche

conversations in which audiences

can engage involving automotive

brands/products, the greater the

attention and emotional desire that

is expressed around them. For

example, Subaru cars are often

talked about as being odd looking

(and their ‘bug-eyes’ are compared

to anime characters), assigning to

the brand an almost mystic or

metaphysical characteristic. That,

of course, provides plenty of room

for audiences to showcase their

individuality and connect with

others just like them, through the

sharing of ownership stories and

anecdotes.

BMW is another example, with

many conversations revolving

around after market detailing and

gadgetry. Most recently, one of the

most engaging conversations

focused on the installation of a

Nexus 7 in a BMW 3 Series!

It is for this reason that brands such as Subaru, BMW and even VW

are talked about in an emotional context while other brands often get discussed in tangible

and utilitarian conversations - such as seeking technical advice or expressing disdain over

the quality of service from a dealership or mechanic.

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A conversation about Subaru.


Tesla captures hearts and minds

Tesla Motors has attracted a lot of attention in recent months, and has enjoyed significant

support from community members online. As a brand, Tesla Motors is highly celebrated

and seen as embodying values of innovation, individualism, and even fairness.

In fact, Tesla is viewed as the paradigm for

innovation, with smaller advancements from other

brands seen as too traditional to make the cut (e.g.

hybrid cars or economical engines, all of which

centre discourse on making sacrifices to go green).

Tesla Motors sells high performance electric cars, and stands for a new way of living:

responsible, sensible, yet uncompromising. Its buyers and supporters stand for the same

values.


A conversation about the problems Tesla Motors is facing, in an attempt to innovate and disrupt the industry.


Most interestingly, Tesla is seen as a victim of the political system. Audiences are reacting

very emotionally in response to the ongoing battles of Tesla Motors in the United States to

build a business model without middlemen.

• Taking away dealerships is perceived as a move that will make the act of purchasing

vehicles much fairer to consumers, who often share their negative experiences at

dealerships.

• Audiences believe that all businesses must have the freedom to innovate their business

practices. The autoworkers union is seen as a roadblock and a threat to evolution (in the

way an automotive company conducts its business).

!!


A community member uses pictures of his auto detailing work as a means to express his individuality and garner respect from the community.


HEALTHCARE

!The issue of fairness takes centre stage in conversations about healthcare and

pharmaceuticals, and continues to spark immense debate amongst an audience whose

passion for the topic stems from internal conflict. An example is the support for free

market systems and the ability for drug manufacturers to innovate and be compensated for

it, versus the ability of consumers to access drugs and treatment options at a reasonable

price.

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Key Takeaways for Healthcare brands

Individualism Healthcare audiences express their individuality on issues, rather than on brands or products. This leaves the door open for a brand that can lead the way.

Innovation Audiences want visibility and transparency into the process behind pharmaceutical innovation. The more scientifically driven a healthcare organization is, the greater support it will garner.

Fairness People will support ‘big pharma’ if they feel the operational model is fair and transparent. Philosophically, audiences vehemently align with free market systems and its ability to allow for innovation and subsequent compensation (for those involved).


The community grapples with its own moral dilemma.


A number of issues in this context took centre stage in the second half of 2013:

Bribery scandal

The bribery scandal in China involving GlaxoSmithKline occupied audience attention for

months. During the time period under analysis, it became the biggest piece of news to hit

the Internet. The topic evolved from a conversation about fairness to one about the lack of

scientific adherence amongst big pharmaceutical organizations (more on this later).

!‘Patent-regime’ not working

While audiences openly acknowledge an understanding of the high costs of bringing a

drug to market (from research and development to marketing), there is a general

perception that large pharmaceutical companies are “gaming” the system and using

patents to their advantage. The general opinion is that they are preventing consumers

from getting access to drugs and treatment options. In this context, the Indian

government is celebrated for taking on ‘big pharma’ and producing generics that cost a

fraction of their branded counterparts.

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Community members argue over the potential for reform in the Pharmaceutical industry, in the hope for fairer practices.


Sugar as a drug

Audiences liken the use of sugar in the food and beverage industry as one of the worst

drug epidemics to hit human society in modern history. The use of sugar is drawing

comparisons to Tobacco companies, and pointing towards the lack of regulation imposed

upon food and beverage manufacturers. As one would expect, credible sources of scientific

knowledge are cited in order to corroborate viewpoints.

!!


Conversations about patents not working to the benefit of people. Here again, while a support for free market systems is unquestioned, the community grapples with a moral dilemma (fair access to healthcare and treatment), asking questions and proposing solutions.



While the conversation isn’t about supporting Tobacco companies, it makes the point that the fast food and packaged food industry must be subject to the same sanctions and regulations as the Tobacco industry because, scientifically speaking, the ill effects of sugar are as serious as that of Tobacco.


Adherence to the scientific method

As one of the three foundational values driving advocacy on the Internet, Scientism (or

adherence to the scientific method) continues to drive support for, and spark debate

against, the pharmaceutical industry.

Unsurprisingly, the bribery scandal conversation quickly evolved into a criticism of “big

pharma,” as levelled from a scientist’s perspective - i.e., a failure to live up to the scientific

method, due to corruption and the lack of internal checks and balances.

On the other hand, scientism also drives support for the pharmaceutical industry.

Audiences completely reject alternative medicine, especially homeopathy, as it lacks

scientific evidence. Most recently, news about a Calgary woman who was being charged

for her son’s death (because she treated an infection with only homeopathy) generated

great debate online, even leading many to call for a nationwide ban of homeopathy.

In the same vein, they vocally criticize the anti-vaccine movement and express an

awareness of the linkage between physiological and psychological outcomes, through


A great conversation showcasing the community’s need to respect individualism (and libertarian principles) without compromising on the importance placed on the scientific method.


recourse to scientific studies. For example, while audiences stand behind the value of

individualism, they openly recognize that when taken to an extreme, it can be very

harmful to the human mind. Citing a study that shows African Americans as having better

mental health than Caucasians in the United States, audiences engage in deeply reflective

conversations about loneliness and happiness.

!



ENTERTAINMENT

Television takes centre stage in conversations around entertainment, primarily due to its

ability to continue a story and give online audiences an opportunity to partake in the

journey. But not all television entertainment occupies equal ground.

!It’s all very specific!

Shows that allow audiences the opportunity to dissect characters and plot lines, while

speculating about the future with an incessant obsession, are loved and engaged with

repeatedly in a manner that creates a cult-like community of participants. Unsurprisingly,

shows such as Breaking Bad, Mad Men and Game of Thrones occupy a large portion of the

conversation and allow audiences to connect with one another through the sharing of very

specific content that is often relevant only to those who are really into the show. Here, the

amount of knowledge one has on the minutia of the story line functions as a source of

influence within the sub-community, where specialized knowledge brings one greater

ability to sway public opinion. Most importantly, the pedantry reaffirms one’s self image as

a fan, and creates a sense of identity and belonging to a show’s community. For example,

audiences spent much of their time debating the difference between the portrayal of

sociopaths vs. psychopaths in television and movies, and in the process offered

clarification on the distinction between the two. More recently, audiences entered into a

long discussion on the history of late night shows on television, offering each other great

opportunity to showcase knowledge and expertise on specific shows or the subject matter

at large.

Key Takeaways for Entertainment brands

Individualism Building a community around television shows or movies will require the sharing of non-traditional content that gives audiences an opportunity to truly immerse themselves into a story. Think scripts, artifacts, clues, behind-the-scenes footage of shoots and rehearsals, character discussions and preparations etc.. These are the things that people use to build and express their identities.

Innovation Audiences want their thinking to be challenged. Story lines that bend the rules of morality are of utmost interest at the current time.

Fairness People remain unapologetic about piracy. If fair online solutions come from networks, audiences are more than willing to adapt.



!!Morality in dispute

Characters that challenge the rules of morality and conventional wisdom are highly

celebrated, analyzed and obsessed over. Interestingly, the audience sees such characters as

highly authentic, with a very human sense of morality that is often conflicted, and where

actions often break personal boundaries of fairness. All of which really points to the

incredible appreciation online audiences have for complexity and authenticity in


A discussion about the portrayal of sociopaths and psychopaths in movies. Accusations of how often people in the threaded discussion confuse the two indicate the community’s need for specific knowledge on the subject matter.

A discussion of episodes in Television history where morality is called into question, giving a show authenticity and realism.


entertainment. A recent example

involved a dissection of some of the

most surprising or disturbing episodes on television, where people shared examples of

excellent, impactful storytelling (some even going so far as to call it “life altering”).

!A need for innovation

Online piracy continues to be a hot topic of discourse engaging audiences, a majority of

whom remain ambivalent on the issue. Many point toward the need for innovation from

cable networks to fight piracy by delivering services and content, at a reasonable cost, in

ways that meet the changing needs of consumers. Since Netflix is regarded as one of the

few companies attempting to change the way content is developed and delivered to

audiences, perceptions of its brand are overwhelmingly positive. And while networks such

as HBO and AMC are scrutinized for their inability to offer audiences a fair deal (“find

another way to earn money from my online viewing and I am willing to meet you there”),

Netflix often gets a clean slate for giving consumers what they want.

!!!!!Trends defined by the internet’s culture creators � 34

Another moment of authenticity, seen through the evolution of the character Walter White on the show Breaking Bad.


!!!!!!!Trends defined by the internet’s culture creators � 35

A conversation about the need for fairness and innovation in the entertainment (and specifically Television) industry.


TELECOMMUNICATIONS

The perception of the telecommunications industry in Canada is overwhelmingly

negative, and is closely tied to the perception of the ‘big three’ in the country - Bell, Telus

and Rogers. And unlike other verticals where discourse typically revolves around all three

identified value systems (innovation, individualism, fairness), almost all the conversation

around the telecommunications sector boils down to an issue of fairness. Clearly,

audiences are preoccupied with some important topics.

Lack of competition and value for money

There is widespread perception that the ‘big three’ are engaging in unfair, oligopolistic

practices intended to stifle competition. As a result, an “anything but the big three”

sentiment is repeatedly echoed through discourse, with many advocating for brands such

Key Takeaways for Telecommunications brands

Individualism Above all else, personal experience with a telecom provider matters. And it can positively impact perceptions and even drive advocacy.

Innovation There’s a perceived lack of innovation in this industry. Audiences are looking for innovation in service delivery first, rather than technology.

Fairness Consumers are looking for transparency and fairness in services and billing, and are highly wary of public relations campaigns launched by any of the “big three”. !Canadians expect companies to play their part in being responsible corporate citizens, and expect the government to uphold consumers’ interests.


Consumers expressing a lack of confidence in Canadian Telecom companies through personal experience.


as Teksavvy, Wind, and Mobilicity. To further extend their support for the smaller players,

audiences often share positive stories of service and customer experience, and often make

the point that equivalent prices (compared to the larger providers) are okay, as long as the

quality of service supports it.

The most popular discussions typically involve the sharing of negative experiences with

billing and service where specific cases are cited with evidence. Amongst the ‘big three’,

Rogers certainly bears the brunt of negative discourse.

Collusion of interests

Audiences believe that the big three in Canada have incredible influence over the

Canadian Radio-television and Telecommunications Commission (CRTC), and have

lobbied against growth and competition in the sector, citing the recent failed attempt by

Verizon to enter the Canadian market as an example.

!More recently, audiences debated the

role of the CRTC in Canada, and expressed a rather ambivalent view towards the

organization. Some questioned the CRTC’s ability to uphold the interests of consumers,


Debate over whether the CRTC truly helped consumers with the institution of “more expensive two year plans”.


while others praised its work against the “Fair for Canada” public relations campaign

launched by “the big three” during Verizon’s attempted entry

into the country.

!No pain with personal gain


A conversation about negotiating with Telecom companies where audiences express a much more ambivalent view of the industry.

Accusations of price fixing in the Telecommunications industry in Canada.


Interestingly, despite all the negative perception towards the “big three”, audiences are

often swayed into changing their opinion as a result of personal gain - receiving better

service, a personalized experience (an offer, or solution tailored to one’s needs) or financial

gain (better prices or more services for the existing price).

!!



CONCLUSION What does examining the state of dominant discourse on the Internet tell us?

!Audiences use belief and value systems as a way to connect with people,

brands and things on the Internet. Understanding these value systems

can go a long way in understanding where a brand fits in the context of a larger

conversation and, more importantly, whether there might be opportunities to authentically

engage audiences with conversations that go well beyond a discussion of products, their

features and benefits.


Source: I like

http://www.flickr.com/photos/ilike/3707503212/

http://www.flickr.com/photos/ilike/3707503212/


!HAVE AN OPINION? !Is your industry or vertical missing in this report? Interested in tracking online discourse

and trends relevant to your business, products and services?

Contact our futures forecasting team at [email protected].

!!!!!!!!!

!!

310 Front Street West, 5th Floor

Toronto, Ontario M5V 3B5

1.416.586.9988

!!!!Trends defined by the internet’s culture creators � 41

mailto:[email protected]


APPENDIX 1 What do we mean by ‘libertarian’ values? !When using the term ‘libertarian’, we are not referring to any associations with political parties (i.e. the Libertarian Party of Canada) or groups in particular, but rather referring to a larger, commonly shared value system that defines how audiences took at the world around them. !The term ‘libertarian’ refers us to two basic beliefs: • A respect for individuality and freedom of expression. This refers to the absolute freedom to live

in a community or be part of an organization whose values or culture are closely related to one's preferences; or, on a more basic level, to associate with any individual one chooses.

• A skepticism towards government imposed authority and a belief in minimal involvement from Government agencies. !!!!



APPENDIX 2 Why studying online content also teaches us about emerging value systems in the ‘real world’? !Canadians spend an average of 45 hours online each month (source: CIRA, 2013), sharing details about their lives, personal habits, brand affiliations, political interests, beliefs and values. Most of this time is now spent on platforms that are publicly accessible, connecting us to our friends, family, peers, coworkers and even bosses. Gone are the days where one’s online identity was truly anonymous or even secretive. We now live in a world where mobile devices have bridged the gap between our ‘real lives’ and online selves. Which means our online identities merely serve as windows into our world - telling people about who we are, what we believe in, and consequently what we’ll consume or even buy. !So it is not surprising to see conversations in the online world reflect in the real world. One of the most recent examples of this is the public boycott of Chick-Fil-A in the United States, where thousands took to the streets to protest following news about the company’s CEO publicly opposing same-sex marriage. As one would expect, the public boycotts were all led and organized by audiences online. !We believe this report gives us a very strong indication of where consumer culture is headed in Canada. The only difference is that we’ve chosen to take the study of online discourse, rather than in-field ethnographies, as a way to arrive at our conclusions in an attempt to leverage the richest and most incredible data source yet - the internet. !For more, please visit our blog at beliefbasedconsumption.com.


http://beliefbasedconsumption.com

Data & Analytics

State of public discourse: What the culture creators want you to know