U.S. razor company, Gillette, caused a furore last month for their viral ad ‘The Best Men Can Be’.
If social and traditional media was anything to go by, this was an outrage. They were attacking boys and men — their primary consumers. This was #MeToo on steroids.
Hashtag #boycottgillette trended on Twitter.
So you’d assume that the ‘anti masculinity’ campaign would destroy Gillette. Well, no. Apparently, the campaign was actually positive.
Many U.S. consumers applauded the campaign
According to Upworthy, two studies showed that most consumers looked favourably on the campaign.
Data collected by Morning Consult found that more consumers believed that Gillette shared their values than before the campaign (42% before, 71% after). 65%of study respondents said they were more likely to buy Gilette products since the campaign.
Over four fifths (84%) of women and more than three quarters (77%) of men were either in favour or felt neutral towards the campaign. Data from Ace Metrics produced similar results.
Is the media and social media out of touch?
I am always careful when it comes to studies, especially on social issues. Too often, so – called ‘studies’ are conducted purely to confirm one’s own biases.
I don’t know the sample size of the Morning Consult study. I am also not familiar with Ace Metrics.
But, lets assume for a moment that both sets of data are a fair representation of Americans’ overall attitudes toward Gillette.That means traditional and social media did not represent mainstream public opinion. And maybe it’s not the only time.
Traditional media still a major source of news for the public
I’ve heard that U.S cable networks such as CNN and Fox are losing loyalty among the public. Meanwhile, independent news sources, including YouTube channels are rising in popularity.
Australians, too, seem to also have little faith in the media.
A Roy Morgan study showed that journalists are generally not trusted by the public. Inaccuracies left uncorrected and biases were two major criticisms. Out of radio, TV and print news, most people surveyed, (66% for national news, 56% for world news) gained their news from TV. Print media gained the most negative responses.
Social media also deemed untrustworthy
While traditional media has its critics, social media hasn’t faired well, either. 2018 saw a backlash against social media platforms like Facebook and Twitter.
According to Reuters Institute, Digital News Report found that social media was facing a worldwide decline in both popularity and trust, with the U.S. leading the charge. News item were also not shared on social media as frequently as it used to
Apps such as WhatsApp and email news services are rising in popularity. However, many reported being annoyed at being bombarded with emails and notifications.
Personally, I’ve gotten increasingly annoyed by the number of statuses and ‘news’ articles that turned out to be hoaxes or just untrue. It’s made me cynical about sharing anything and now I mostly ignore a lot of articles I see posted.
I’ve also found that so much on Facebook is heavily biased, often veering to one extreme on the political/ ideological spectrum. People are often hard Left or hard conservative, with very few willing to look at multiple sides to an issue. Look, people can publish what they want. I’d just advise viewers to be wary of articles that are posted. If you read it, Google it and see if the article is factual. Many times, they aren’t.
Social and traditional media have issues with trust. To mainstream journalists, no offence, but pull your head in. Your viewers/ readers/ listeners deserve the truth, not just political propaganda.
What did you think of the Gillette ad and do you have any news outlets you particularly like? Let me know in the comments