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Olympic Trolls: Mainstream Memes and Digital Discord?
The themed issue of the Fibreculture journal on Trolls and the negative space of the internet has been released, with a raft of amazing articles, including my piece ‘Olympic Trolls: Mainstream Memes and Digital Discord?’ looking at the mainstreaming of some techniques associated with trolling, using a case study of a Facebook group lamenting the quality of Channel 9’s coverage of the 2012 Olympics.
The abstract:
While the mainstream press have often used the accusation of trolling to cover almost any form of online abuse, the term itself has a long and changing history. In scholarly work, trolling has morphed from a description of newsgroup and discussion board commentators who appeared genuine but were actually just provocateurs, through to contemporary analyses which focus on the anonymity, memes and abusive comments most clearly represented by users of the iconic online image board 4chan, and, at times, the related Anonymous political movement. To explore more mainstream examples of what might appear to be trolling at first glance, this paper analyses the Channel Nine Fail (Ch9Fail) Facebook group which formed in protest against the quality of the publicly broadcast Olympic Games coverage in Australia in 2012. While utilising many tools of trolling, such as the use of memes, deliberately provocative humour and language, targeting celebrities, and attempting to provoke media attention, this paper argues that the Ch9Fail group actually demonstrates the increasingly mainstream nature of many online communication strategies once associated with trolls. The mainstreaming of certain activities which have typified trolling highlight these techniques as part of a more banal everyday digital discourse; despite mainstream media presenting trolls are extremist provocateurs, many who partake in trolling techniques are simply ordinary citizens expressing themselves online.
The full paper is freely available online, and as a PDF.
Digital Culture Links: July 25th through July 30th
Links for July 25th through July 30th:
- Apple, Microsoft refuse to appear before IT pricing inquiry [The Age] – “A[n Australian] parliamentary committee wants to force computer giant Apple to appear before it after members became frustrated with the company’s refusal to co-operate. Hearings into the pricing of software and other IT-related material such as games and music downloads will begin in Sydney tomorrow but neither Apple nor Microsoft will appear. ”Some of the big names in IT have taken local consumers for a ride for years but when legitimate questions are asked about their pricing, they disappear in a flash,” Labor MP and committee member Ed Husic told Fairfax Media. ”Within our growing digital economy, there are reasonable questions to be answered by major IT companies on their Australian pricing. These companies would never treat US consumers in this way.” Both Microsoft and Adobe provided submissions to the inquiry.”
- Don’t tweet if you want TV, London fans told [The Age] – “Sports fans attending the London Olympics were told on Sunday to avoid non-urgent text messages and tweets during events because overloading of data networks was affecting television coverage. Commentators on Saturday’s men’s cycling road race were unable to tell viewers how far the leaders were ahead of the chasing pack because data could not get through from the GPS satellite navigation system travelling with the cyclists. It was particularly annoying for British viewers, who had tuned in hoping to see a medal for sprint king Mark Cavendish. Many inadvertently made matters worse by venting their anger on Twitter at the lack of information. An International Olympic Committee spokesman said the network problem had been caused by the messages sent by the hundreds of thousands of fans who lined the streets to cheer on the British team. “Of course, if you want to send something, we are not going to say ‘Don’t, you can’t do it’,… “
- Olympics 2012, Sir Tim Berners Lee and Open Internet [Cerebrux] – Great to see the 2012 London Olympics celebrating World Wide Web inventor, Sir Tim Berners-Lee. “Flash forward to last night, he was honored as the ‘Inventor of the World Wide Web’ at the 2012 Summer Olympics opening ceremony. Berners-Lee is revealed in front of a computer keyboard into which he types a message, which is then rendered in lights in the stands of Olympic Stadium: “This is for everyone.” and a message simultaneously appeared on his Twitter account: Tim Berners-Lee@timberners_lee This is for everyone #london2012 #oneweb #openingceremony @webfoundation @w3c
28 Jul 12. A great quote that resembles the openness and the fact that some things should belong to humanity.” - The Rise of the “Connected Viewer” [Pew Research Center’s Internet & American Life Project] – “Half of all adult cell phone owners now incorporate their mobile devices into their television watching experiences. These “connected viewers” used their cell phones for a wide range of activities during the 30 days preceding our April 2012 survey:
- 38% of cell owners used their phone to keep themselves occupied during commercials or breaks in something they were watching
- 23% used their phone to exchange text messages with someone else who was watching the same program in a different location
- 22% used their phone to check whether something they heard on television was true
- 20% used their phone to visit a website that was mentioned on television
- 11% used their phone to see what other people were saying online about a program they were watching, and 11% posted their own comments online about a program they were watching using their mobile phone
- Taken together, 52% of all cell owners are “connected viewers”—meaning they use their phones while watching television …”
- RIAA: Online Music Piracy Pales In Comparison to Offline Swapping [TorrentFreak] – “A leaked presentation from the RIAA shows that online file-sharing isn’t the biggest source of illegal music acquisition in the U.S. The confidential data reveals that 65% of all music files are “unpaid” but the vast majority of these are obtained through offline swapping. […] In total, 15 percent of all acquired music (paid + unpaid) comes from P2P file-sharing and just 4 percent from cyberlockers. Offline swapping in the form of hard drive trading and burning/ripping from others is much more prevalent with 19 and 27 percent respectively. This leads to the, for us, surprising conclusion that more than 70% of all unpaid music comes from offline swapping. The chart is marked “confidential” which suggests that the RIAA doesn’t want this data to be out in the open. This is perhaps understandable since the figures don’t really help their crusade against online piracy.”
- Robin Hood Airport tweet bomb joke man wins case [BBC News] – Finally: “A man found guilty of sending a menacing tweet threatening to blow up an airport has won a challenge against his conviction. Paul Chambers, 28, of Northern Ireland, was found guilty in May 2010 of sending a “menacing electronic communication”. He was living in Doncaster, South Yorkshire, when he tweeted that he would blow up nearby Robin Hood Airport when it closed after heavy snow.
After a hearing at the High Court in London his conviction was quashed.” - The Instagram Community Hits 80 Million Users [Instagram Blog] – As of July 2012, after finally launching an Android app, and being purchased by Facebook, Instagram has 80 million registered users, who’ve posted cumulatively more than 4 billion photos.
- Music stars accuse Google of helping pirates rip off material [WA Today] – “LONDON: Roger Daltry of the Who and Brian May of Queen are among rock and pop stars who publicly attacked search engines such as Google for helping users get access to pirated copies of their music. Elton John, Andrew Lloyd Webber and Robert Plant of Led Zeppelin have also signed a letter to The Daily Telegraph in London calling for more action to tackle the illegal copying and distribution of music. Other signatories include the producer and creator of The X Factor, Simon Cowell. The letter, which will also be sent to the British Prime Minister, David Cameron, this week, highlighted the role that search engines can play in giving people access to illegal copies. Search engines must ”play their part in protecting consumers and creators from illegal sites”, the signatories said, adding that broadband companies and online advertisers must also do more to prevent piracy.”
Digital Culture Links: March 30th
Links for March 26th through March 30th:
- The Dark Knight Rises Trailer 2: IN LEGO [YouTube] – Beautifully put together Lego version of the new Dark Knight trailer. “LEGO Dark Knight Rises Movie Trailer By ParanickFilmz. http://paranickfilmz.co.nr/ Thanks to Adviceversas for the mouth animation and JediMasterSoda for the CGI. Movie (2012) HD.”
- CBS Blocks Use of Unused ‘Star Trek’ Script by Spinrad [NYTimes.com] – “For “Star Trek” fans it was like finding a lost Shakespeare play — only to have it snatched away by the playwright’s heirs.Last fall an unused script for the cult 1960s television show turned up after being forgotten for years. Its author, the science-fiction writer Norman Spinrad, announced that it would become an episode of a popular Web series, “Star Trek New Voyages: Phase II,” which features amateur actors in the classic roles of Capt. James T. Kirk, Mr. Spock and other crew members of the starship Enterprise. But then another player stepped in: CBS, which said it owned the script and blocked a planned Web production of it. Trekkies were appalled. “These executives should be phasered on heavy stun,” said Harmon Fields of Manhattan, who called himself “a ‘Star Trek’ fan of galactic proportions.” … By all indications CBS is within its rights. In the entertainment industry the paid writer of a teleplay generally cedes the rights to the material, even if it remains unproduced.”
- Shitter: Social Media has never been so disposable – Online service that prints a twitter feed onto toilet paper. I suppose such a thing was inevitable.
- Pay TV piracy hits News [AFR] – A detailed investigative report accuses NewsCorp of actively promoting and facilitating the piracy of competitors pay TV network content: ” A secret unit within Rupert Murdoch’s News Corporation promoted a wave of high-tech piracy in Australia that damaged Austar, Optus and Foxtel at a time when News was moving to take control of the Australian pay TV industry.” These are hugely important accusations both in terms of NewsCorp but also in terms of how piracy is framed and understood.
- What book publishers should learn from Harry Potter — Tech News and Analysis – Useful post detailing the DRM-free release of the Harry Potter ebooks and audio books for sale on J K Rowling’s Pottermore website. The lesson here is that DRM really isn’t necessary, and you’re more likely to reach a wider audience without it. Admittedly Rowling has unprecedented clout in managing her own books in electronic form, and has already made so much money off these books there’s no real risk involved, but the strategy is an important one nevertheless.
- Angry Birds Space gets 10m downloads in three days [BBC] – The latest version of the Angry Birds game notched up 10 million download in its first three days of release, says its developer Rovio. Angry Birds Space only came out on 22 March, but in a tweet on Monday Rovio announced the game’s swift success. … The new Angry Birds instalment features 60 initial levels and six new characters and has what Rovio calls a “unique twist in a variable gravity environment”. As well as Google Android and Apple iOS devices, last week also saw the game released simultaneously on PC and Mac. Nasa was also involved in promoting the game, posting a video showing an astronaut on the International Space Station explaining the laws of physics using Angry Bird characters.
The space agency called it “an exciting way to get people engaged with Nasa’s missions of exploration and discover”. - Google ordered to suspend autocomplete function over cyber-harassment [The Japan Times Online] – “The Tokyo District Court approved a petition demanding that Google Inc. suspend its autocomplete search feature for Internet browsers after a man alleged that it breached his privacy and got him fired, his lawyer said Sunday. Google is refusing to suspend the feature, saying that its headquarters in the United States will not be regulated by Japanese law and that the case does not warrant deleting the autocomplete suggestions related to the petition under its in-house privacy policy, lawyer Hiroyuki Tomita said. The case, which was adjudicated on March 19, is believed to be the first to order the suspension of the Web search feature, which attempts to instantly anticipate and list the words or phrases a person will type into a browser’s search box, Tomita said. [..] The man discovered that when people type his name into Google’s search engine, words suggesting criminal acts, which he is unfamiliar with, appear.”
- Facebook Asserts Trademark on Word ‘Book’ in New User Agreement [Threat Level | Wired.com] – “Facebook is trying to expand its trademark rights over the word “book” by adding the claim to a newly revised version of its “Statement of Rights and Responsibilities,” the agreement all users implicitly consent to by using or accessing Facebook.”
Old Spice Guy … versus Fabio?!?
It has been just over a year since Isaiah Mustafa’s Old Spice Man character moved from traditional advertising spaces and conquered the internet with the fantastic rolling campaign of YouTube ‘reply’ videos. I am a huge fan of that 2010 campaign and think it’s still one of the best examples of a dusty brand embracing participatory culture completely and reaping the rewards. This week, the next iteration in that social media campaign has kicked off, with cultural manhood cliché Fabio attempting to wrestle away Mustafa’s Old Spice man crown. Mustafa accepted the challenge and now a ‘battle’ rages ‘Live at Internet Stadium’ with the two both replying to challenges and comments from participants online.
Commentators have already jumped on this as an example of advertising embracing transmedia storytelling in what seems a quite meaningful way. For example, Hypervocal comments:
We don’t know how this will all play out today, but the Old Spice Guy campaign has now transcended mere advertising into the realm of long form digital storytelling. It’s fairly incredible what Old Spice and W+K have established. We’re seeing a full-on social media duel unfold across Twitter and YouTube that doubles as a quasi-advertising campaign (except that nobody cares about the Old Spice connection, they care about the characters and story) — people are being called out directly on both platforms, dates and times for the duel were announced, and tweets and videos will surely be published in a real-time, but coordinated, environment later today.
I agree that this has transcended traditional advertising, but in doing so it asks to be judged in terms of storytelling, not just advertising. Now perhaps I’m not the right person to ‘get’ this duel; I’ve never found Fabio a convincing character and just don’t find him funny. (Nor it seems does the internet; his challenge has more ‘dislikes’ than likes, but Mustafa’s reply is almost entirely ‘liked’.) However, for me, as a narrative experience, the Old Spice campaign has jumped the shark. The ‘duel’ doesn’t appear to be over yet, and perhaps I’ll be won over, but for now both the manly men vying for the Old Spice crown seem burdened by their roles, not excited by it. Fabio is a weary icon at best, and Mustafa’s lines just aren’t as funny as last year.
Update: Surprising no one, the Old Spice guy (Mustafa) won the ‘duel’, but the pathway there, through numerous odd videos, was a bizarre one, even by internet standards. Just watch the final showdown video to see odd things really got:
Update 2: YouTube have run the numbers, and the Old Spice Guy versus Fabio videos (over 100 of them) clocked up 22 million views in a week, with the viewing peaking with just over 5 million views in a single day.
This Painting is not available in your country.
Paul Mutant’s painting “This Painting is Not Available in Your Country” perfectly captures the Tyranny of Digital Distance.
Twenty Years Ago: Terminator 2 …
Apparently Terminator 2 was released 20 years ago for the US Fourth of July weekend. I’ve been writing about the four Terminator films recently, but realising this film is older than half of my students makes me feel old! At least Terminator humour is still current:
[Image by zero-lives]