It's the rating game! Yeah!
This Quackcast was inspired by Emma Clare's newspost on Friday about rating levels. On Drunk Duck we have 4 rating levels so they're nice and simple: “E” for everyone, “T+” for teens, “M” for mature, and “A” for Adult! We talk about why ratings exist and how to use them.

But why do ratings exist? Well it's complicated actually…
The main reason is that all cultures have various taboos and things they consider inappropriate to be viewed in certain situations so most countries have ratings systems set up to cater to that. Ratings are partly used to restrict access to some material (eg. stopping children from seeing violent or sexually explicit content), and partly as a way of marketing material: ratings let people have a good idea of the content, so parents will snap up any child rated material for their children to see and adults will know that higher rated things will be more appealing to them. Ratings such as “NC17” and “MA+15” were invented so content creators could sneak in more of what adults want to see in films (sex and violence) and still avoid a higher more restrictive rating which would mean they have less of a market because there are less forums to display and advertise higher rated work.

Ratings on the duck
We only have four ratings levels. These are based on old style film ratings, we do this to try and avoid confusion. Higher ratings mean you have a lot more freedom in what you can show but less freedom in who you show it to: “A” rated work is ONLY visible to adults (not kids) who are logged into the site. Theduckwebcomics is one of the few webcomic hosting sites that allow creators to post very sexually explicit material. Work is self regulated, we expect creators to be responsible adults here. The rating of a comic can be changed by us upon request, but we prefer to ask the creator to do it themselves. Here are our ratings:

E: Everyone
Open to everybody. Non-offensive material in text or imagery. Appropriate for both children and adults.

T+: Teen
Content is suitable for teens or older. Mild violence, slightly mature themes. No obscenities, graphic violence, sex, or nudity.

M: Mature
Content contains mature themes that might not be suitable for children. May contain occasional obscenities, limited graphic violence, implied sex, mild nudity. No sexually explicit material, no graphic sexual acts, no Hentai, no unrelenting violence, or non-stop obscenities.

A: Adult
Content is sexually explicit, exceedingly violent, or an excess use of obscenities. Must be logged on to view.

This week Gunwallace has given us the theme to Blighted The Odyssey: The spirit of exploration, taking you far out into the deep black starlit ocean. St Elmo’s fire glows around the mast and yards, swirls of glowing plankton cling and drift away from the sides of the hull as you venture further into the unknown, disappearing into the darkness…


Topics and shownotes

VIDEO exclusive!
Become a subscriber on the $5 level and up to see our weekly Patreon video and get our advertising perks!
https://www.patreon.com/DrunkDuck
Even at $1 you get your name with a link on the front page and a mention in the weekend newsposts!

Featured comic:
Sunstrike and Bluemist An Origin Story - https://www.theduckwebcomics.com/news/2019/mar/18/featured-comic-sunstrike-and-bluemist-an-origin-story/

Links:
Emma Clare's ratings newspost - https://www.theduckwebcomics.com/news/2019/mar/21/rating-your-comic/
DD ratings list - https://www.theduckwebcomics.com/about/

Special thanks to:
Gunwallace - http://www.virtuallycomics.com
Banes - https://www.theduckwebcomics.com/user/banes
Tantz Aerine - https://www.theduckwebcomics.com/user/Tantz_Aerine/
Ozoneocean - https://www.theduckwebcomics.com/user/ozoneocean

Featured music:
Blighted The Odyssey - https://www.theduckwebcomics.com/Blighted_The_Odyssey/, by Alpharie, rated M.

There are many kinds love. Love is a great thing to include in your story for all sorts of reasons: it's an easy way to develop characters, give a character something to strive for, it's universally relatable, You can use it for tension, all sorts of things! There are different kinds of relationships you can use as well, not just heterosexual or homosexual relationships and the common trope of showing the beginning of a relationship, you can show crushes, established relationships, platonic relationships, relationships collapsing and exes coming together.
For this topic we were loosely inspired by Tantz and Emma's great newsposts about romance and platonic love. We chat about luuuurv and tricks like lurv triangles!

This week Gunwallace has given us the theme to Angels of the Fallen. Break on into the other side, smash through the dimensional glass into a world of hot, tasty electro, spicy flamenco, and raw, roaring guitar! Get your body moving to these irresistible sounds. You won’t be able to stop yourself.

Topics and shownotes

VIDEO exclusive!
Become a subscriber on the $5 level and up to see our weekly Patreon video and get our advertising perks!
https://www.patreon.com/DrunkDuck
Even at $1 you get your name with a link on the front page and a mention in the weekend newsposts!

Featured comic:
Bunni and Carot - https://www.theduckwebcomics.com/news/2019/mar/12/featured-comic-bunni-and-carot/

Links:
Writing healthy romance - https://www.theduckwebcomics.com/news/2019/feb/28/writing-healthy-romance/
Platonic Freindships 1 - https://www.theduckwebcomics.com/news/2019/mar/01/platonic-friendship-part-1/
Platonic Freindships 2 - https://www.theduckwebcomics.com/news/2019/mar/08/building-platonic-friendships-part-2/
RIGHTEOUS, relationship webcomic - https://www.theduckwebcomics.com/RIGHTEOUS/

Special thanks to:
Gunwallace - http://www.virtuallycomics.com
Banes - https://www.theduckwebcomics.com/user/banes
Tantz Aerine - https://www.theduckwebcomics.com/user/Tantz_Aerine/
Pit Face - https://www.theduckwebcomics.com/user/PIT_FACE/
Ozoneocean - https://www.theduckwebcomics.com/user/ozoneocean
kawaiidaigakusei - https://www.theduckwebcomics.com/user/kawaiidaigakusei/

Featured music:
Angels of the Fallen - https://www.theduckwebcomics.com/Angels_of_the_Fallen/, by BustyLaroo, rated T.

This is a big, awkward, contentious and fiery subject. What we're talking about in this Quackcast is the current phenomenon of social marketing and how it fuels and drives the “culture war”, or “pop-culture war” to be more correct. Word-of-mouth and viral marketing are old hat now, Social Marketing is in.

But what is it?
Basically its word-of-mouth and viral marketing smashed together and weaponised: Marketing companies hijack hot-button social issues and hitch their client's brand to them in clever campaigns (“We can be better”, etc). The purpose isn't really to make a brand seem progressive, modern or new, rather it's another way of getting it trending on social media that's guaranteed to work, unlike the legion of hit or miss but mostly failed “Viral” campaigns. Whether people say negative or positive things about this issue is irrelevant to the marketer, as long as people are talking about the brand is all that matters. Free advertising is the goal, but it has a social cost.

This has led to issues because the so called “culture wars” divide people in artificial ways. The way the social issues are presented in these campaigns is often overly simplified and so can sometimes be harmful to the issue itself. Fallout over community discussion can bring unwanted attention to the brand… People are random factors and can run with things in unexpected ways: actors can go off-message, people can get together and organise campaigns to review bomb things or even hound actors off-of social media, studios can get nervous and throw their weight around using their advertising budget (the threat of withholding it) as a bludgeon to kill websites…

So much for the theory, what are examples of social marketing?
A recent famous example was the “We can be better” video done for the razor company Gillette. The message was didactic and simplistically constructed, but what you'd expect from a marketing company. It was an enormous success though: it was fuel to the fire of the “culture-wars” and massively increased the profile of the Gillette brand. The campaign was trending on all social media, videos were made about it, blog posts, comments, rants, news articles and so on. The Gillette got far more than their money's worth with what they paid their marketing company.
The social marketing of recent movies, the Ghostbusters reboot and the new Captain Marvel film caused problems (not the films themselves). Social marketers wanted us to think they were socially progressive and politically aware, promoting female empowerment, when in reality they're simply big budget, well-produced mainstream entertainment, the same as any other. The social marketing added to their profiles but also caused them to become pawns in the culture wars: by advertising love or hate of them people signal allegiance to a raft of other social issues and positions.

Another early, but good example is the famous “Fearless Girl”
This is a bronze sculpture that was commissioned by an advertising company, its purpose was to market a new female focussed investment fund on Wall street. As an aesthetic piece of art it's awful, looking like a Disney figurine; pure ugly kitsch. It also unfairly re-contextualised the older Charging Bull statue which it was put in front of. It looked like the girl was bravely facing it down which made the bull an evil villain. The bull sculpture had been created by an artist to celebrate the vitality of and dynamism of American business culture while this new sculpture was essentially fake art, a marketing gimmick created by an advertising company. However the unintentional result was that the sculpture became an icon of female empowerment, far beyond the small scope of the investment fund it was promoting. Bad, false art that it was, it actually became a successful “Good” art piece because it resonated and communicated so well with people everywhere, albeit with a far different meaning than was originally intended. It's now world famous.

The problem with social marketing
Companies ARE made up of individuals and they can support whatever ideals they like, as they should. This can genuinely be reflected in the products of those companies, this is perfectly ok. The problem comes when marketers insert issues as an artificial layer as part of a marketing campaign. Progressive issues are too important to be hijacked by marketers.
The world is being divided more and more and the power of the individual is getting smaller, social marketing campaigns usually only exacerbate the problem. They hijack left-wing progressive issues and attempt to manipulate masses of people. They are not a genuine contribution to the cultural discussion, they aren't sincere, they are not organic, and they have more resources and a bigger voice so that they cause imbalance and contention. The web used to be a massive, chaotic, democratic morass, now it is dived amongst a much smaller number of media companies: Google, Apple, Facebook, Twitter etc, so that it's very easy for corporations to manipulate and attempt to control social sentiment while also shutting down the voice of the community.

How can we combat social marketing?
Calling out social marketing for what it is, that's a start: Recognise when something is attempting to manipulate you and instead of engaging with it (“This movie will be amazing because it's about this social issue!” or “This film is horrible because it's about this social issue!”) say what it's really doing: “This film is no more an advocate for that social issue than any other, I will see it because I like the content. The marketing campaign attempting to promote it as socially aware is false and manipulative”. But simply ignoring fake controversies the same way we do with viral ad campaigns is probably best.
Progressive people should not be fooled into thinking a corporate entity properly represents issues and nor should those who are against them. No one should be tricked into doing the work of a marketing company, you are not being paid and they don't deserve the free help.

This week Gunwallace has given us the theme to The Lightning Orb: Zaps, shocks, sparks, electrified plasma arcing through open air with the hot burning smell of fresh ozone… invisible pulses through flat gold wire circuits printed on green silicon as electrons are exchanged at almost the speed of light.


Topics and shownotes

VIDEO exclusive!
Become a subscriber on the $5 level and up to see our weekly Patreon video and get our advertising perks!
https://www.patreon.com/DrunkDuck
Even at $1 you get your name with a link on the front page and a mention in the weekend newsposts!

Featured comic:
Redneck - https://www.theduckwebcomics.com/news/2019/mar/04/featured-comic-redneck/

Links:
Banes' newspost about Gag orders - https://www.theduckwebcomics.com/news/2019/feb/28/gag-orders/
Banes' comic strip We Can Do Better - https://www.theduckwebcomics.com/news/2019/jan/16/we-can-do-better/
Fearless Girl and the bull - https://en.wikipedia.org/wiki/Fearless_Girl

Special thanks to:
Gunwallace - http://www.virtuallycomics.com
Banes - https://www.theduckwebcomics.com/user/banes
Tantz Aerine - https://www.theduckwebcomics.com/user/Tantz_Aerine/
Ozoneocean - https://www.theduckwebcomics.com/user/ozoneocean

Featured music:
The Lightning Orb - https://www.theduckwebcomics.com/The_Lightning_Orb/, by AWilsonnn, rated T.

The entire team is here this time, no one was cut… So we're chatting about CUTTING, as in cutting out scenes to make a story cleaner, leaner and less flabby, but also NOT cutting because in a webcomic you don't have to, and when you cut badly you end up with a “D movie” effect where story scenes don't follow, don't make sense and plots seem to go nowhere or happen for no reason.

In most stories you can cut out lots of bits and pieces and get a leaner, more streamlined result: the reason is that an audience will interpolate the missing information between two factors and create their own rationalisation for the events that lead from one to the other. Often this can get them a little more involved and invested in the story because of it. You can trick them into thinking it's a better, cleverer story than it is because they did some of the hard work themselves. Introductions and long establishing scenes can be cut, but also the “things” that happen between or lead up to something:
A murder for example. You don't need to show how it was done, just the intent to commit it and the discovery of the body the next day.

You have to be careful when you cut too much though because events and motivations will stop making meaningful sense and your story will turn to garbage as the structure begins to collapse. I'm sure we've all seen the DVD special features where scenes were cut to streamline the story and you realise WHY the finished product didn't quite make sense in its final form and that it would have been SO much better if they haven't cut that bit out…

Webcomics are a unique medium: they thrive on content. Commercial products have a lot of boundaries and rules they have to stick within, especially movies, so cutting content makes much more sense for them than it does for webcomics. But it's still an interesting thing to try, especially if you want to make your work more commercial in future, i.e. write it up as a screenplay, release it in 30 page printed issues, or even just go for a more cinematic feel.

Don't fall into the trap of pruning a story just for the sake of one element like “action” though, or because you want to rush from one scene to another. Stories benefit from having variation in the pacing. This is why action movies like Ronin and Diehard are so awesome: extreme action is beautifully contrasted and set up with slower scenes that let you take stock and rest (- https://www.theduckwebcomics.com/news/2019/feb/22/the-action-non-action-ratio/ as in Tantz's newspost last week). The film Van Helsing was well made and entertaining but the breaks between the non-action parts were insufficient, meaning that the impact of the action suffered because of it.

You often hear on DVD commentaries “We cut this part because we thought it was diverting from the main plot” among other rationalisations… Well sometimes that works in film and sometimes it doesn't. Webcomics though often benefit from the freedom to explore side-plots so be careful what you choose to cut.

This week Gunwallace has given us the theme to Aikornia! Double, triple, contrabass, octobass cello! The big guns are coming to play for you now, ushering in the footsteps of doom. It’s like the knight’s dance from Romeo and Juliet by Prokofiev, but as if it were written for ents instead!


Topics and shownotes

VIDEO exclusive!
Become a subscriber on the $5 level and up to see our weekly Patreon video and get our advertising perks!
https://www.patreon.com/DrunkDuck
Even at $1 you get your name with a link on the front page and a mention in the weekend newsposts!

Featured comic:
My Cute Wish - https://www.theduckwebcomics.com/news/2019/feb/26/featured-comic-my-cute-wish/

Special thanks to:
Gunwallace - http://www.virtuallycomics.com
Banes - https://www.theduckwebcomics.com/user/banes
Tantz Aerine - https://www.theduckwebcomics.com/user/Tantz_Aerine/
Pit Face - https://www.theduckwebcomics.com/user/PIT_FACE/
Ozoneocean - https://www.theduckwebcomics.com/user/ozoneocean
kawaiidaigakusei - https://www.theduckwebcomics.com/user/kawaiidaigakusei/

Featured music:
Aikonia - https://www.theduckwebcomics.com/Aikonia/, by Aikonia, rated E.