Jane Caro On Social Media & The Internet – “We’re Headed For Trouble, Real Trouble!”

Jane Caro On Social Media & The Internet – “We’re Headed For Trouble, Real Trouble!”
SHARE
THIS



Author, broadcaster and advertising doyen, Jane Caro, is the keynote at Communication Innovation – PRIA’s 2016 National Conference on the 14th of November (check out the full list of speakers here.) However, today she tells B&T how the internet is taking power from the powerful and what that means for the rest of us…

Should social media managers be on a constant lookout for ‘the next big thing’?

Yes, but I think that’s where we get ourselves lost. The technology and the method of delivery are forever expanding. I was listening to ABC Radio last week to people, I think it was Future Tens, talking about people having chips inserted into their brains. So goodness knows where we’re going to end up. In fact, human beings, haven’t changed. What engages us, what excites us, what moves us, what frightens us – what gets us involved and energised, is the same now as it was a hundred thousand years ago. Yes, new platforms shape the design of content, the shape of content, the length of content – but what they should never influence is the substance of content.

Critics see social media as graveyard for real action – where ‘slacktivism’ makes us click a  Facebook ‘like’ rather than actually doing something. How then can it affect democracy?

I don’t think that’s any different to how it used to be. In fact, the only difference now is that people are able to register likes, they are able to sign petitions, they are able to donate to causes. Crowd funding is a really interesting example of that, and Getup! is an interesting example, as well. In a way, we’ve made it easier for people to, if not themselves take action, give other people a sense of being supported in the action that they are taking.

How has social media changed our democracy?

We had a form of democracy prior to social media which was about privilege. There were certain groups that had more access to democratic power than other groups – and that is changing, and changing fast. But of course, no one gives up power without a fight. The invention of the printing press had exactly the same effect on the powers that be in the 15th and 16th centuries. Which basically, in the western world, was the Catholic Church. We saw the Protestant reformation, then we see all the reactions to that, the Spanish Inquisition, the burning of witches, the wars that followed, while the Catholic Church tried to hold onto power. The internet is the next, and more revolutionary stage, after the printing press, not just of the democratisation of information, but of share of voice. Yes, it’s quite exciting, but it’s going to be as dramatic, volatile and as dangerous as after the printing press, because no one gives up power without a fight.

What lessons did you personally learn as a woman in the world of advertising that would benefit the women in the (still) largely female world of PR and Communications?

I think outsiders are always more powerful communicators. Insiders don’t know what they don’t know. Insiders think the world looks like them. If you’re a white privately educated man, you may be able to overcome this, but you’ve lived in a very sheltered world. You don’t know what it’s like to be outside that world.  If you’re an outsider, you can see what it’s like inside that world, but you know what it’s like outside that world, therefore you’re better at communicating. Because you’ve got a wider view.

So if outsiders can affect real change, how do you see the future? 

We’ve seen it in dribs and drabs, but it’s never going to be a smooth as we would like. I think the Trump phenomenon is fascinating – terrifying, but fascinating. I think the reason why he has such a presence amongst white male voters than any other group, is that they didn’t think that they were outsiders. You don’t get that level of fury if people don’t fear they’re about to lose something. The problem is, after the printing press, we took four or five hundred years to get our shit together. But because of climate change, we don’t have that kind of time. We’re going to have to sort this out fast. We really are in a sticky situation and I can’t predict what’s going to happen –  I don’t know. I have some idea why things are the way they are, but how they’re going to work out? I see trouble ahead, real trouble ahead.

Communication Innovation PRIA’s National Conference, November 14-15, Sheraton Four Points, Sydney. Check out the full details here.

Please login with linkedin to comment

Latest News

Study: TV Ads Outperform Facebook & YouTube For Sales Impact, Regardless Of Screen Type
  • Advertising
  • Media

Study: TV Ads Outperform Facebook & YouTube For Sales Impact, Regardless Of Screen Type

New research from respected marketing science academic professor Karen Nelson-Field has uncovered new insights into how and why video advertising works for brands when viewed on mobile devices. The mobile edition of Nelson-Field’s ongoing Benchmark Series, commissioned by ThinkTV, makes a number of significant findings that are designed to help advertisers and their agencies get […]

Now Screen Repositions Organic Care Brand With New Campaign
  • Advertising
  • Campaigns

Now Screen Repositions Organic Care Brand With New Campaign

Aussie agency Now Screen has teamed up with Organic Care to reposition the brand in what has become one of the most competitive FMCG spaces. The new campaign, ‘Caring Comes Naturally’, celebrates what Organic Care has created since its inception: products that are as good for your body as they are for the environment. In […]

Can You Speak Data?
  • Marketing
  • Opinion

Can You Speak Data?

We're certainly fluent in gibberish, balderdash and claptrap here at B&T, but sadly data isn't part of the lexicon.

Opinion

by B&T Magazine

B&T Magazine
Social Change Maker Profile: Emma Heath
  • Advertising
  • Marketing
  • Media

Social Change Maker Profile: Emma Heath

B&T has partnered with UnLtd to showcase industry heroes! Well, it's arguably more heroine in the case of Emma Heath.

by B&T Magazine

B&T Magazine
Ad Fraud: A Problem We Can Solve
  • Advertising
  • Opinion
  • Technology

Ad Fraud: A Problem We Can Solve

Unlike B&T's mystery office farter, this columnist argues ad fraud is a problem that can possibly be solved.

Opinion

by B&T Magazine

B&T Magazine
Why We Pivoted Our ‘Specialist’ Agency Five Times In 15 Years
  • Marketing
  • Opinion

Why We Pivoted Our ‘Specialist’ Agency Five Times In 15 Years

In this opinion piece, Gavin McDonough (pictured above, co-founder and managing partner of Urban, shares through his own experience some valuable advice for independent specialist agencies. In November 2017, my brother Ryan and I celebrated 15 years in business. We started business out of my front room in Melbourne in 2002 – not with any grand […]

Opinion

by B&T Magazine

B&T Magazine
W+K’s Susan Hoffman Chosen As 39th AWARD Awards Chair Of Judges
  • Advertising

W+K’s Susan Hoffman Chosen As 39th AWARD Awards Chair Of Judges

Susan Hoffman, co-chief creative officer at Wieden+Kennedy (W+K), has been appointed chair of judges for the 39th AWARD Awards. Known to challenge the status quo, Hoffman is behind some of W+K’s most memorable and game-changing ads, including Nike’s ‘Revolution’, Old Spice’s ‘The Man Your Man Could Smell Like’ and Chrysler’s Super Bowl spots starring Eminem and Clint […]

Experiential Agency Kreate Gets Bought Out By Staffers
  • Marketing

Experiential Agency Kreate Gets Bought Out By Staffers

Leading experiential marketing agency, Kreate Australia is embarking on an exciting growth strategy following its purchase by three of the agency’s existing management team from its UK founder, Steve Evans.

Hurry! B&T 30 Under 30 Entries Closing Friday!
  • Advertising
  • Marketing
  • Media

Hurry! B&T 30 Under 30 Entries Closing Friday!

This is a clarion call for B&T 30 Under 30 entries, although it's probably more mariachi band than angelic harbinger.

by B&T Magazine

B&T Magazine
The Hit Network Chooses Comedian Tanya Hennessy To Host Weekend Breakfast
  • Media

The Hit Network Chooses Comedian Tanya Hennessy To Host Weekend Breakfast

Southern Cross Austereo’s Hit Network has announced that rising radio star and comedian Tanya Hennessy will take over hosting duties for its weekend breakfast slot in 2018. Hennessy will bring content to the airwaves each Saturday and Sunday morning from 7am to 9am with a regular rotation of guest co-hosts. The self-described talker, not walker […]

Straight Up PR Wins Five New Clients
  • Marketing

Straight Up PR Wins Five New Clients

Health, wellbeing and lifestyle PR agency Straight Up PR has welcomed Changing Habits, Unichi Wellness, enerGi, SleepX, and Healthie Hampers to its client portfolio. Straight Up PR’s projects will include bespoke PR services and influencer marketing packages specifically focusing on communications strategy and execution, media and influencer relations, PR launch events, product seeding and gifting, […]

March One Creates ‘Cheese For Change’ Fundraising Campaign For White Ribbon Australia
  • Advertising
  • Campaigns
  • Marketing

March One Creates ‘Cheese For Change’ Fundraising Campaign For White Ribbon Australia

Independent creative agency March One has developed a new fundraising event for White Ribbon Australia that turns a social moment into a social movement. Starting on Thursday 22 March and going until Sunday 25 March, Cheese for Change will ask Aussies to create a cheese platter that matters by gathering friends, family or co-workers together […]

Sixth Annual IGN Select Awards Winners Announced
  • Marketing

Sixth Annual IGN Select Awards Winners Announced

The winners of IGN Australia’s sixth annual Select Awards were revealed during a huge special event at the Australian National Maritime Museum in Sydney on Friday, February 16. Some 225 Media & Game Publishers alongside 320 IGN Community Gamers attended the annual event. 2017 was absolutely crammed with terrific games and several categories were extremely tightly-contested. The top […]

Meet Your Mentors For B&T Bootcamp 2018!
  • Advertising
  • Marketing
  • Media

Meet Your Mentors For B&T Bootcamp 2018!

When it comes to an industry "who's who", you'll find there won't be too much who-ing with this impressionable lot.

by B&T Magazine

B&T Magazine
ANZ Unveils Its 2018 GAYTMs
  • Marketing

ANZ Unveils Its 2018 GAYTMs

Mardi Gras is only weeks away and B&T has already hoisted the mirror ball and donned the hotpants to bring you this.

International Creative Services Redesigns Business Model To Broaden Talent Offering
  • Advertising
  • Marketing
  • Media

International Creative Services Redesigns Business Model To Broaden Talent Offering

Marketing consultancy International Creative Services has announced a new roster of diverse creative and production talent to provide a fully integrated solution for advertising and branded content. The roster includes a broad range of global and local directors, animators, illustrators, motion designers, visual artists, light projectionists, photographers and cinematographers – many of whom Australia will […]