An Empirical Analysis Of The Creation, Use And Adoption Of Social Computing Applications

An Empirical Analysis Of The Creation, Use And Adoption Of Social Computing Applications

Tags: reference, research, social media, social networking

South Africa: Telecoms ‘Gold Rush’ Leaves Nothing for Masses - ICASA

This press release was widely distributed online and appeared on Allafrica.com amongst others, from where I reproduce it, with full credits intact. This of course ties in with my previous posts regarding the fragile socio-political dynamics of the South African internet/web 2.0/technology sector and the many challenges faced by all who hope to make a meaningful contribution in this space.

Telecoms ‘Gold Rush’ Leaves Nothing for Masses - ICASA
Business Day (Johannesburg)
NEWS
24 July 2008
Posted to the web 24 July 2008

By Lesley Stones
Johannesburg

THE telecommunications sector is becoming a new gold rush where large white-owned companies pocket the wealth and leave nothing for the masses, says the chairman of the Independent Communications Authority of SA (Icasa).

The lowest rungs of society would be alienated if the regulator did not actively demand a greater role for black people in the industry, said chairman Paris Mashile. That is why Icasa would insist new licences for scarce spectrum went to companies that were 51% black-owned.

Speaking during a conference staged by Internet Solutions this week, Mashile defended Icasa’s decision to make empowerment a more important criterion than skills or cash to build a telecoms network,

Demanding 51% black ownership “isn’t outside the law” and the aim was to empower black people to start their own businesses rather than just take a stake in a successful white operator. White firms that sold equity to black people without relinquishing control were merely performing “empowerment gimmicks”, he said.

The high black profile is a condition for six new licences to use a high-speed wireless technology called WiMax, and each licence will allocate 20MHz of spectrum. That decision has also angered the industry, with many voice and data carriers saying 30MHz is needed to build a cost-effective network.

Telkom’s chief technical officer Thami Msimango said giving licences to one-man shows would not benefit the country. “People who can afford to roll out infrastructure should be given that spectrum,” he said.

Vodacom CEO Alan Knott-Craig said true empowerment would be achieved by giving everyone access to affordable telephony and internet services, not by favouring operators owned by the previously disadvantaged. Vodacom could extend its network for two-thirds of the current cost if it had more spectrum, and it would pass the savings on to consumers by cutting the cost of calls, he said.

Mashile said there were ways of using 20MHz of spectrum efficiently, and operators just wanted as much as they could get simply to deprive other companies of that resource.

The unwelcome licensing criteria were set out after Icasa distilled a wide range of comments from the industry. It has repeatedly said the conditions are final, but has called for another round of comments.

Mashile said he would be happy to see companies build their own network infrastructure, as long as they were aware of the risks. ” We will open up for whoever wants to burn his money in this market - it’s up to them to take on the big guys and live with the consequences.”

Copyright © 2008 Business Day. All rights reserved. Distributed by AllAfrica Global Media (allAfrica.com)

Tags: access, africa, BEE, black economic empowerment, competition, culture, empowerment, ICT, infrastructure, internet, politics, resources, south africa, telecommunications

Why Social Media Will Fail in South Africa

I stumbled on a very interesting post which is an elaboration on Tuesday’s theme, entitled The Internet’s Hierarchy Of Needs. The author also superimposes Maslow’s Hierarchy of Basic Needs on the internet.

As we can see, at the very base of the pyramid is

• 1. Existence needs: The most basic need for the internet to play any meaningful role, namely computers connected to the Internet and access to documents and any media necessary for whatever task needs to be accomplished. Right there South Africa fails already, since technology infrastructure, access to computers and the internet is non-existent or few and far between. In 2006, out of a population of nearly 50 million people, only 5 million had internet access. There has been some attempts to outfit black schools with Open Source Tuxlabs from the Shuttleworth Foundation, but unfortunately one never hear of these efforts anymore and if there is any success stories then they surely keep it very quiet.
• 2. Connectivity needs: the ability to connect to and between documents and sites and it’s subsequent implications; this largely flows forth from the first need and is therefore impossible for the majority of the South African population to attain, without access to a fast and modern computer with the appropriate software and connectivity installed and without the necessary education and sophistication to effectively use and utilize these resources, this is somewhat of a moot point
• 3. Organization needs: the ability to sort and search based on title, metatags and document contents - when a large majority of the current web surfers do not understand fully the mechanics of SEO and web development, how long is it gonna take someone who needs to first get access to a computer in the first place, then learn to use it properly, to know to Google around for the appropriate information that he/she needs, which is essentially what this level represents…?
• 4. Semantic needs: the ability to derive meaning from language, content and context - here again we can see that with the foundation of the previous requirements unfulfilled, this level will not be reached; in a country where even many government decision-makers do not have a good grasp of the English language, which is the internationally accepted language of the internet, business and technological studies and learning, the lack of understanding of any web based technology or jargon or techno speak underlying the tools needed to access information will be to the detriment of all involved
• 5. Actualization: the web becomes a frictionless tool for personal growth and fulfillment - this is the apex of the pyramid and unfortunately in the case of South Africa, a level that will only really be reached by a small minority of privileged individuals. The foundations are lacking, this level can never be reached; when the average black child lives in poverty with his parents, cannot afford a computer themselves, do not have the money to send the child to a school where he will get a decent education and maybe exposure to these modalities, a vicious circle continues to perpetuate itself; a circle of poverty, hopelessness, desperation and inevitably all the social ills that we see manifested each day by taking note of news headlines…!

On Tuesday I wrote about Maslow’s hierarchy of needs and used it to speculatively analyze the Web 2.0 scene in South Africa and also to make a pronouncement as to the viability of a Social Media effort online in South Africa. Given the highly unequal distribution of resources and technology infrastructure, the majority of the country’s population do not have access to computing technology and internet access.

Any kind of Social Media Strategy is therefore little more than inside baseball amongst an incestuous clique of privileged practitioners who retain and guard the old money and benefits of the old apartheid regime. Whatever Social Media campaign is launched online will necessarily only be seen by a handful of regular old faces who continually regurgitate each other’s utterings and bounce around any newsworthy items or movements within the local South African Web 2.0 zoo.

For the majority of the population who struggle to figure out where the next meal or roof over their head or warm blanket is gonna come from, these issues may as well have taken place on the moon. Social Media Press Releases and Social Media Newsrooms and shiny new websites with all the bells and whistles added on for people to comment and share and save and bookmark and all the widgets etc etc. Many a social media consultant and expert have “emerged” and are peddling their virtual wares, many websites are erected (!) in the hope of being THE must-go-to destination for anyone fortunate enough to learn of it’s existence.

Unfortunately it is a project doomed to failure:

• There is not a critical mass of internet users to visit these sites,
• those that do have internet access do so mostly from public terminals at school, university or from their work machines. (where in some cases internet access are severely restricted and most social networking activity has to take place “undercover” e.g Facebook being blocked and only corporate e-mail from behind a firewall is allowed
• Their priorities are not to whip out their credit cards to support online businesses.
• Mostly kids at school and students at university use their internet access time to check e-mail and catch up with their friends on Facebook and MySpace.
• Only a small handful of geekily inclined web surfers really spend a significant enough amount of time online to Save, Bookmark and Share stuff or leave comments on each other’s blogs.
• And those Saves and Shares and Bookmarks do not necessarily turn into sales, the only really lucrative businesses online in South Africa seem to be the Mobile Service Providers who sell prepaid airtime and the myriad of ringtone and mobile games vendors.
• Most of the online campaigns that are successful target only a small niche, privileged market anyways, which reinforces my earlier points: it remains a case of incestuous inside baseball with no intention of ever including the majority of the population in any sort of “social networking” endeavour
• For entrepreneurs who may want to do business online, it is virtually an impossibility since PayPal does not operate in South Africa and credit card purchases are limited to the handful of high net worth individuals who can afford to qualify for these facilities in the first place
• most of the online merchants are the old media companies and established big businesses who leverage their existing resources to establish a web presence.
• For the average Joe entrepreneur who do not have a rich uncle or a corrupt relative high up in government with access to BEE (Black Economic Empowerment) deals it is a pipe dream which will remain only that, a dream.

It is a terrible indictment on local Web 2.0 efforts, but these issues need to be aired out in the open if we are gonna make any headway in this country. The way things are going now it seems every man and community for themselves and we see a perpetuation of the old divisions among racial and class lines, a situation which can only lead to a Zimbabwean tragedy in the long term when the poor majority start taking matters into their own hands as we recently saw with the xenophobic attacks in the country!

Last, but not least, already reports are coming in about the failure of many corporate social media community attempts. This article on ReadWriteWeb cites reports by the Wall Street Journal and other research done about failed attempts and “abandoned towns” on the internet social networking scene. It comes back to the earlier assertion; communities are built around shared or common interests and characteristics. Why would anyone go and register and upload their profile photos and share anecdotes on a social networking site dedicated to kitty litter products and devices…? The more workable and sensible strategy seems to be to utilize already existing popular social networks where people are already congregating and try and get their attention and engage with them there instead of trying to build a dedicated site and try herding everyone over there. It just will not do, unless you’re someone very famous or interesting or has a very compelling value proposition like being an expert in your niche and sharing scarce specialist information or advice. For the rest of us, it would be well advised to stick to the Facebook pages, YouTube channels, Flickr accounts and ning social networks where we can tap into an already existing network without having to reinvent the wheel again all over at great cost.

Tags: access to scarce resources, business, communications, hierarchy of needs, ICT, marketing, maslow, politics, social media strategy, social networking, socio-political, south africa, strategy

Maslow’s hierarchy of needs and Social Media Strategy in South Africa

I came across a very insightful post over at Experience: The Blog where the author uses Maslow’s hierarchy of needs to tease out some of the reasons for online behaviour, in this case why people join online communities. It is a very good analysis of the motivations behind people’s behaviour and set me thinking about the online social media scene in South Africa and why companies who engage in online social media campaigns may be jumping the gun a bit.

South Africa is still in a very fragile state of uneasy equilibrium socio-politically, nearly fifteen years after the end of apartheid the overall majority of the black population is not very much better off than before the end of apartheid in 1994. Economically, the majority of the country’s wealth still are controlled by a small minority of predominantly white people, the reasons and dynamics for such a state of affairs which falls outside the scope of our present conversation. The result is that when it comes to information technology and the ecosystem around ICT tools, we still have a very unequal distribution of access to these modalities. In other words, the average black student or child still does not have access to computing resources and their parents still are not in a position to afford a computer; most of the time they are still struggling to just provide in the basic needs like proper housing and enough food on the table in the face of a struggling economy and rising fuel and food prices.

When one speaks of social media, you are thus speaking, in a South African context, of a small minority of predominantly white geeks and geekettes with an odd sprinkling of Coloured, Black and Indians thrown in who are leading the conversation and an incestuous in-clique parrotting and echoing each other’s blogs and blog posts. Recently a furore broke out when one freelance journalist made a list of the prominent figures in the South African blogosphere and almost all of them turned out to be white. One coloured blogger quickly reacted with a counter-list of non-white South African “Web 2.0″ personalities and his post was severely criticized by many on the “white list” as being divisive and hurting those he mentioned on the list. How exactly it would hurt them I could not imagine, I suppose all the white boys would fort up and keep the business and the action within the in-clique and ignore completely anything that any of these “troublesome” coloureds have to say…?

The point is, social media and social media marketing and social media strategy is an almost pointless pursuit for businesses in South Africa when the same small group of people who are also the same group who got the contracts to develop these sites, now have to go around and stir up their small, limited circle of friends to go and see what Company A or B has put up and comment there or add a digg, or del.icio.us bookmark or in South Africa’s case Muti or Laaik.it or Amatomu or Afrigator. Once anyone has put anything up and he goes: “hey guys go look at my post” a small number of his/her buddies will rush over and throw two cents worth of “nice post, keep at it” into the comments collection-box and be on their merry way to look at the next shiny little pebble on the internet highway.

When it comes to companies releasing press releases about new products/programs or initiatives they are launching, we are stuck in the old top-down hierarchical mentality of wanting to control the message and releasing stiff, formal templated media releases that does not contain anything with a potential of going viral or being worthy of being shared with your friends on Facebook. The Vodacom animated meerkat is a much despised brand property on Facebook where there is actually a group called “I fucking hate the animated meerkat from Vodacom” with 15,642 (South African) members.

Some of the bigger media companies have in-house “social media experts”, mostly web development geeks who saw potential in this new frontier opening up and all sorts of “consultants” offering “New Media and Social Media Strategy” services for exorbitant fees. Most of these consultants are based in closed in-clique centres like Johannesburg and Cape Town where most of the action is happening and the market is so small that there is usually stiff competition from the same group of individuals for the available social media gigs. This then inevitably leads to some behind-the-scenes intrigue and gossip mongering and trying to keep it “within the family”.

This means that in a South African context where an incompetent and corrupt government alliance are failing all it’s people, every community is closing in on itself and protecting it’s own and being very protective of the available small pieces of pie going around. The hierarchy of needs that Maslow talks about thus comes into play with people who have access to technology and the education enabling them to wield that technology adequately and competently, keeping it to themselves in order to remain ahead of the pack in the African bush. You then find a situation like you have at present in the online Web 2.0 South African zoo, those who have been benefitting from apartheid through privileged education and upbringing and access to good education and resources banding together only with those from similar privileged backgrounds.

Everyone else is not “worthy” and it is not their problem or their concern why “these people” aren’t educated or sophisticated enough, it’s been fifteen years of Affirmitive Action and BEE after all! We thus see a very vicious racism rearing it’s head where the Australian passports and emigration visas are being dusted off and old Afrikaner Boer generals are nostalgically praised in popular culture to signal a return to the “good old days” if only in spirit and not in the everyday reality.

My point in waffling on like this? People form communities around common and shared interests. Many of the small minority of active participants in the South African blogosphere or Web 2.0 scene share only one thing: being white and their parents having benefitted from the previous apartheid regime. They are thus the custodians of the old wealth and the old ways and are doing everything to protect their position of privilege from being usurped by pretentious nouveau-riche blacks who wants to overrun and nationalize everything in sight. Recent political developments like the ANC youth league president threatening with killing for the very unsuitable presidential candidate does not exactly help in easing their fears.

So social media strategy and social media marketing online in South Africa is only existent for a small minority of privileged white geeks and their equally small potential white and privileged audience who might be enticed into visiting a site and leaving a comment or sharing it on a social bookmarking site. The rest of the population do not have computers, many access these sites from work or school or university and then only to check the odd e-mail and zombie bite their friends on Facebook. Most of the teenagers are clogging up the GPRS networks with Mxit from their mobile phones and those (mostly white kids) that have access to 3G use it to play XBOX or World of WarCraft online.

DISCLAIMER: This is my personal blog, the opinions expressed here belongs to me alone. You are free to differ from me in the comments, but please keep it civil and on point, I tolerate no monkey business

Tags: hierarchy, maslow, opinion, philosophy, politics, psychological needs, social media, social networking, south africa

Morphic resonance, (mistaken) IP infringement and how to build a web app in four days…!

TechCrunch has a story up about the ins-and-outs of building a web application in three four days with little to no money. These days with open source tools and web-two-point-owe type open APIs and frameworks, it is easy for a dedicated team of developers, designers and PR/marketing people to bring out something that may just be the next hit of the social media world. Guy Kawasaki knows all about this with Truemors and Alltop. The flipside of that coin, however, is that there will be a proliferation of so many social networking/web-two-point-owe type of tools and sites to choose from, it will be hard to distinguish which ones are worth engaging with or signing up for and which ones will just be contributing to social networking fatigue

Already there is a movement in the direction of lifestream aggregators like Friendfeed and planet type services that pull all your scattered web services and networks you belong to into one central space. That is of course the main raison d’etre for this very blog of mine where I can pull everything together under one roof and my own namespace. Of course the process takes time and effort and it becomes yet another modality to manage and nurture and maintain if you wanna establish a credible and/or professional web presence.

Speaking of lifestream and web aggregator services, the South African blogosphere temporarily experienced a little uproar when Justin Hartman, one of the co-founders of Afrigator.com, blogged about a new RSS aggregator service called regator.com that received some press and buzz over at TechCrunch , Mashable and ReadWriteWeb. Justin and the co-founders and many of the SA bloggerati felt there was a possible case of IP infringement since the logo, name and colorscheme is basically identical to the Afrigator.com properties’ own brand assets. A flurry of comments on Justin’s blog was followed by one of the co-founders of Regator.com posting a comment and basically playing very nice and dispelling any fears and suspicions of foul play or malicious intent. It is a play on aggregator, since it is an aggregation RSS service, alligator seemed a natural and fun mascot, alligators are green, and the top level dot com domain name was available, hence regator.com. It all seems to be a major coincidence and case of morphic resonance and Justin has decided to check out the beta version of regator.com just to set his own mind at ease.

Afrigator.com of course is also an example of how a web app can be put together with enough skill, dedication and ingenuity from the right people combined in a good, efficient team. It is a South African made aggregation service where people submit the best blogs from within South Africa and the rest of Africa and the ones with the most buzz around it (algorithm, algorithm) kind of floats to the top a la digg or techmeme. ReadWriteWeb did an excellent round-up and hat tip to local South African web dev skills last November and this very story also featured in yesterdays uproar about the regator copyright infringement case.

Update, July 05, 2008, 07:30 UTC +2: Scott Lockhart, co-founder of regator.com commented on my blog post about the misunderstanding about them infringeing coincidentally using the same mascot, colorscheme and similar sounding domain name as local aggregator service Afrigator.com I appreciate the effort Scott has gone through to do damage control and set minds at ease and convince evceryone involved of their bona fides and that they really were not aware of Afrigator before yesterday. He also pointed me to Justin’s update and that Justin went over and got access to their entire operation to see that intentions were good. Stii, one of the Afrigator.com co-founders, also did a very diplomatic post and put a nice positive twist on the whole saga.

Tags: africa, afrigator, branding, business, copyright infringement, intellectual property, lifestream aggregator, marketing, readwriteweb, regator, social networking fatique, South African bloggerati, strategy, techcrunch, webdevelopment

Chinlone - Burmese acrobatic ball game - mega awesome!!!

When I stayed in Burma (2001 - 2004), I had the opportunity to watch this amazing display of acrobatic skill and showmanship while travelling through the country as an ordained Buddhist monk from monastery to monastery. I got this in my Twine digest today, and you can see the write-up about the film Mystic Ball over here. I got my Twine invite only a couple of weeks ago, but it is the most valuable and high signal ratio social network out there to date. When you subscribe to groups or Twines around topics of interest, you always get a daily digest of all the high-value articles and links that has been Twined or shared by memebers who also belong to that group of Twines. Never has a day gone by that there was not a couple of articles that I clicked on to go read or save and share, mostly to do with Web Development, Open Source, Linux, Myanmar (Burma), Tibet, Buddhism, Social Networking, Semantic web 3.0, Twitter and WordPress . My Twine profile is over here. Please leave a comment or send me a mail if you would like me to send you a Twine invite, it is in invitation-only beta at the moment, but I have a couple of invites to share

From the website:

This lovely, lyrical documentary introduces Chinlone, a Burmese sport that soars somewhere between acrobatics, hackey sack, and Balinese dance. This game, unknown outside of Burma, became an obsession for Greg Hamilton. For the past 20 years he’s painfully tried to whisk the distinctive woven-rattan ball, faithfully returning to Burma to play in tournaments, becoming the first westerner to do so. What makes this film so rewarding is Hamilton’s candid autobiographical account of his slow learning. At first he is laughed at, but after 8 years of filming, he slowly gains respect from the Burmese. Chinlone is a beautiful non-competitive game. You “win” by keeping the ball in the air for your teammates — a fit metaphor for life, and a perfect frame for this extremely contemplative but dynamic film. Greg’s story is really not about sport, or the Zen of Burmese Hackey Sack, but about how to learn and love.

– KK

Tags: burma, chinlone, culture, myanmar, semantic social search network, sport, twine, video, YouTube

Of Rats, Mice and cultural dissonance: Marketing to Chinese in the Year of the Rat

A lot has happened this past week that could possibly be construed as newsworthy, so here are a couple of things that caught my attention as it was streaming past my consciousness:
- The Twittersphere ™ has been abuzz with the MacWorld Expo and Steve Jobs’ keynote clogging up the data pipes
- Africa continues to dominate the news headlines with unfortunate socio-political outcomes: Kenya’s disputed elections and the subsequent ethnic violence despite Kofi Anna’s intervention; the continuing saga in Zimbabwe: humanitarian disaster, monopoly money, runaway inflation, refugees streaming to SA
- South Africa’s own very embarrassing situation with the national power grid unable to keep the country and it’s industries running smoothly, today four gold mines shut down and loss of that production output pulled down the market; an economist interviewed for SABC3’s midday news/business program says this roughly translates into more than a billion South African rand loss to country GDP for the day and every day that the power shuts off…

Loic Le Meur, founder of Seesmic.com and Robert Scoble is at Davos in Switzerland at the World Economic Forum debating global issues and getting major scoops on their video streaming websites with notable luminaries concerned about the state of the planet and it’s people.

Techbiz was that WordPress’ parent company, Automattiq, got some nice funding from amongst others, The New York Times which is a good indication of the support there is for this popular blogging platform with the many piowerful capabilities to launch an online media empire. All New York Times blogs and all the GigaOm network blogs, amongst many other promoinent web companies, use WordPress as their web dev platform. Hogsback Media Networks itself runs on WordPress and is one of the value added services we offer clients who register and host their preferred domains with us. With 5GB of storage space and 65GB monthly data transfer quota, we specialize in offering companies and professionals the professional and robust online publishing capabilities that WordPress allows.

Problogger and doshdosh was two very serendipitious stumbles on the Twitter public timeline and I am so chuffed having found them. They both excel at showing others the nuts and bolts practical aspects of blogging, marketing your writing efforts at your blog, and how to optimally use these new information and communications technology tools to create a virtual global working village where the tech savvy early adopters share links to useful resources and little bits of glimpses into their lifestreams with whoever out there in the world care to tune in; you only need my URL baby
It also saddened me tremendously to learn of Heath Ledger’s untimely death. May his spirit rest in peace, a peace he unfortunately could not find on this planet.

As to the rest, there continues to be maiming and death and hunger and disease and poverty and natural and man made disasters and accidents; that seems to be the nature of this twirling little speck of dust on which we have chosen to become manifest at this time…

I want to end with an interesting post I stubmledUpon, the blog is Dutch and is concerned with marketing and the author looks at the cultural implications of iconic marketing gimmicks and how it must adapt to the environment in which it hopes to have a successful business presence.

I roughly translated from the original Dutch, those of you who are Dutch or Afrikaans can head over to molblog.nl and read the original post.
UPDATE: I received an e-mail from the original poster with his permission for me to translate his post, and he included a translation for me as well. How very polite, indeed, so Thank you Jos Birken from marketingscience.com

Here is my translation:

The Year of the Rat is approaching. In contrast to our own Zodiacal constellations with it’s Capricorn, Libra and all the rest, the Chinese zodiac consists entirely of animals. The Rat is the first sign in the cycle, with attributes like leadership, charisma and intelligence.
Chinese born in the Year of The Rat proudly proclaims: “”I am a Rat!” As a marketer in a Chinese environment, at the moment it is not good to ignore the Rat.

For Westerners, things are a little different. Around these parts, rats are, to put it mildly, not seen in a very charming or positive light… Unless you’re in the pest extermination business, mentioning rats as part of your marketing material is generally not a good practice!

But what is a globalized marketing professional to do in these modern times, where every day the communications barriers between cultures are eroded more and more…?

Frasers Centrepoint Malls, owner of a chain of shopping malls in Singapore (”Where Eat Meets West”), has the solution. They rename the Rat to Mouse and close a sponsorship contract with Disney. Two flies with one shot! And no, the fly is not part of the Chinese zodiac.

“What better way to usher in the Year of the Mouse than with the most celebrated mouse of all?” proclaims Frasers in page sized adverts. The biologists among us may cringe, but the marketers of Frasers are unfazed. Rat, Mouse, what’s the difference, right? 2008 becomes the year of Mickey Mouse.

Overall, marketers are increasingly confronted with this kind of cultural clash in communications. In China the Year of the Pig has just concluded, but advertising may have been subdued due to fear of offending Muslim sensibilities.

Trivial detail: in Centrepoint Mall, Fraser’s crown jewel, the festivities are ushered in with a traditional Lion Dance. The Mice won’t be too pleased about that!

And here is the mail from Jos himself for comparison

Hallo Mario,

Geen probleem hoor. Zo lang er sprake is van bronvermelding en het stukje in een niet al te dubieuze publicatie terechtkomt, heb je mijn toestemming. Ik ben altijd iets geruster als ik zelf even met de herverspreider kan communiceren, vandaar mijn verzoek om een email.

Sterker nog, het is een rustige zaterdagochtend en in ben in een goede stemming, dus hier is een vertaling. Service van de zaak. Alleen de oorspronkelijke links moet je zelf even incopieren

Globalisation ain’t always easy: the Year of the Rat

The Year of the Rat is almost upon us. Unlike the Western Zodiac, with constellations like Libra and Sagittarius, the Chinese version is an animal-only affair. The Rat is the first in the cycle, with attributes like leadership, charisma and intelligence. Chinese that were born in Rat Years will tell you proudly: “I am a Rat!” If you’re a marketer in a Chinese environment there’s no way to ignore the Rat these months.

For Westerners things are slightly different. In our parts the rat doesn’t enjoy, how shall I say this, a particularly unblemished reputation. You are well advised to leave the rat completely unmentioned in any of your marketing materials. Unless you’re in pest control, of course.

But what does a globalised marketer do in these modern times, where cross-cultural communication borders become increasingly fuzzy?

Frasers Centrepoint malls, one of the larger shopping mall operators in Singapore (”Where East Meets West”), have found a solution. We pretend the rat’s a mouse and make sure we have a sponsorship contract with Disney. Kills two birds with one stone! (Please note that no flying birds are members of the Chinese Zodiac.)

“What better way to usher in theYear of the Mouse than with the most celebrated mouse of all?” extols Frasers in full page newspaper ads. Biologists among us are now wincing, but Frasers’s marketers are undeterred. Rat, mouse, who cares? 2008’s going to be the Year of Mickey Mouse.

There’s a bit of a trend here. Marketers all over the world increasingly find themselves facing cultural communication conundrums. Exactly a year ago China banned porky imagery in ads celebrating the Year of the Pig, fearing muslim protests.

Small detail: in Centrepoint Mall, Frasers’s jewel in the crown, celebrations will start with a traditional Lion Dance. Not sure the mice will approvee.

(c) 2008 Jos. Birken

PS stuur je nog even een link tegen de tijd dat-ie er staat?

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