Bittersweet China: New Discourses of Hardship and Social OrganisationTerence Ling
By Michael B. GRIFFITHS and Jesper ZEUTHEN
" This paper argues that new interpretations of 'eating bitterness' have firmly entered the landscape of China’s social organisation. Whereas the bitterness eaten by heroic types in China’s revolutionary past was directed towards serving others, now the aim of eating bitterness is self-awareness. Furthermore, bitterness-eating, which once pertained to rural-urban migrant workers as opposed to discourses of urban “quality” (㍐䍘, suzhi), has now also
been taken up by the urban middle classes. A new cultural distinction, therefore, adds dignity to migrant workers while potentially marginalising a wide range of unproductive people, both urban and rural. This distinction ultimately mitigates risk to the Chinese regime because the regime makes sure to reward those who eat bitterness. This paper is based on ethnographic data gathered in Anshan, from the rural areas surrounding Chengdu, and our analysis of a TV show about a peasant boy who becomes a Special Forces soldier."
This document summarizes findings from an international survey of over 7,900 parents and 3,100 children about parenting and childhood. Some key findings:
- Happiness is the top aspiration parents have for their children across all countries surveyed. Scandinavian and Benelux countries place the most importance on happiness.
- Parents seek advice from their own parents/in-laws, friends, doctors, and various media sources like books and websites. Doctors and their own parents are most trusted sources.
- Parents desire reliable information on parenting norms but find existing sources lacking. There is demand for trustworthy guidance but aversion to prescriptive advice.
The document discusses how the rise of the internet and digital media has transformed society into a "virtual society" characterized by constant connectivity, free access to information, and expectations of immediacy and higher value from brands. It outlines how this has disrupted traditional media models and marketing approaches, requiring companies to adapt to new opportunities for interactivity, collaboration, and influence of consumer opinions online. The challenges for brands are to engage with consumers in this new environment and rethink linear marketing approaches.
According to a financial report from November 2010, company profits for the third quarter were down 12% year-over-year with net income of $148 million, revenues declined 5% to $3.35 billion, and there was a significant decline in profits across several business segments, with some segments seeing profit declines of over 25% or increases of over 200%.
Bittersweet China: New Discourses of Hardship and Social OrganisationTerence Ling
By Michael B. GRIFFITHS and Jesper ZEUTHEN
" This paper argues that new interpretations of 'eating bitterness' have firmly entered the landscape of China’s social organisation. Whereas the bitterness eaten by heroic types in China’s revolutionary past was directed towards serving others, now the aim of eating bitterness is self-awareness. Furthermore, bitterness-eating, which once pertained to rural-urban migrant workers as opposed to discourses of urban “quality” (㍐䍘, suzhi), has now also
been taken up by the urban middle classes. A new cultural distinction, therefore, adds dignity to migrant workers while potentially marginalising a wide range of unproductive people, both urban and rural. This distinction ultimately mitigates risk to the Chinese regime because the regime makes sure to reward those who eat bitterness. This paper is based on ethnographic data gathered in Anshan, from the rural areas surrounding Chengdu, and our analysis of a TV show about a peasant boy who becomes a Special Forces soldier."
This document summarizes findings from an international survey of over 7,900 parents and 3,100 children about parenting and childhood. Some key findings:
- Happiness is the top aspiration parents have for their children across all countries surveyed. Scandinavian and Benelux countries place the most importance on happiness.
- Parents seek advice from their own parents/in-laws, friends, doctors, and various media sources like books and websites. Doctors and their own parents are most trusted sources.
- Parents desire reliable information on parenting norms but find existing sources lacking. There is demand for trustworthy guidance but aversion to prescriptive advice.
The document discusses how the rise of the internet and digital media has transformed society into a "virtual society" characterized by constant connectivity, free access to information, and expectations of immediacy and higher value from brands. It outlines how this has disrupted traditional media models and marketing approaches, requiring companies to adapt to new opportunities for interactivity, collaboration, and influence of consumer opinions online. The challenges for brands are to engage with consumers in this new environment and rethink linear marketing approaches.
According to a financial report from November 2010, company profits for the third quarter were down 12% year-over-year with net income of $148 million, revenues declined 5% to $3.35 billion, and there was a significant decline in profits across several business segments, with some segments seeing profit declines of over 25% or increases of over 200%.
This document summarizes surveys of over 500 advertisers, publishers, and developers about the state of the mobile apps industry in 2010. Some key findings include:
- The number of mobile apps developed by advertisers significantly increased from 2009 to 2010, especially for those developing 20-50 apps.
- Android and iPad saw the most growth as app platforms used by advertisers between 2009 and 2010, though iPhone still led.
- 71% of advertisers worked with a mobile ad network in 2010 to help with their app strategies.
- App budgets in 2010 moved away from cannibalizing online budgets, with budgets specifically for app development growing year-over-year.
- Advertisers, publishers,
People have moved from passive users to active drivers of technology and are now at the center of innovation. As consumers have become more connected through technology, they want to participate in its development and are providing information to companies on how technology can better meet consumer needs and desires. This new dynamic relationship is unleashing unprecedented creativity from both consumers and companies.
1) Synovate revealed the annual results of its long-running Pan Asia Pacific Cross Media Survey (Synovate PAX) for 2010, tracking media and digital consumption, prosperity, and influence amongst affluent Asians across 11 markets.
2) The survey found that smartphone ownership in Hong Kong more than doubled over the year, while ownership of technologies like laptops, MP4 players, and HDTVs increased.
3) The results also showed that over half of affluent Hong Kong residents now own luxury items, with watches and jewellery being most popular, and ownership of financial products like mutual funds and life insurance remaining high.
The document discusses the concept of "six degrees" as an alternative approach to marketing compared to traditional "360 degree" marketing. It argues that six degrees, which is based on the idea that everyone is connected through six or fewer relationships, can create viral marketing effects through compelling content that people want to share. It provides three case studies where campaigns leveraged this approach to create engagement and advocacy for brands in different categories. The key is to resolve a cultural tension, create shareable content, and make it innovative, entertaining and useful so people will spread the message organically.
Happening dc introducingsocialcreativityTerence Ling
This document introduces the concept of social creativity, which involves creating content that encourages social interaction and sharing. It provides examples of campaigns by brands like Hasbro, McDonald's, and Phillips that incorporated social elements to increase engagement. The document argues that to be effective today, content needs to have "ShareValue" by appealing to social networks rather than just individuals. It concludes that producing social content requires new forms of collaboration between creative teams.
This document discusses drivers of online behavior and summarizes key findings from a report on digital consumers' activities and needs. [1] The most frequent online activities are social networking, email, news, sports and weather, which fall along an axis from entertainment to personal management. [2] Despite lower daily use than email, social networking attracts the highest total weekly usage. [3] Ecommerce interactions are seen as the least intrusive time for brands to contact consumers compared to social media or email.
- The BRICI countries (Brazil, Russia, India, China, and Indonesia) currently have over 610 million internet users and represent about 15% of global GDP.
- By 2015, internet users in the BRICI countries are projected to increase to over 1.2 billion, more than triple the number of users in the US and Japan combined.
- Personal computers are much less common than mobile devices in the BRICI countries, with only about 440 million PCs currently compared to over 1.8 billion mobile subscriptions. Growth of PCs and internet penetration via mobile phones is expected to drive increased internet and digital media consumption.
The document provides an overview of insights and how simple, unexpected insights can be highly effective at connecting with consumers and driving business outcomes. It begins with the story of Bernard Sadow developing the wheeled suitcase in the 1970s based on his observation of a man towing heavy machinery on a dolly, demonstrating how acute observation can lead to impactful innovations. It then discusses how insights are most powerful when they are unexpected and cause reexamination of standards. Several case studies are presented to illustrate how leveraging simple insights into human behavior through creative executions can be compelling, such as the Swedish Armed Forces recruitment campaign and the Monopoly City Streets online game. The document emphasizes that gaining critical consumer insights requires curiosity and a refreshed perspective to
This document discusses how humor has taken on renewed importance in digital marketing. It provides examples of how Google uses humor effectively in small ways throughout its products and services. It also analyzes new forms of humor that have emerged due to new technologies, such as manipulated photos and interactive jokes. The document concludes with recommendations for brands to take bold strategic risks with humor, understand the social context, and focus on emotive metrics in addition to analytics.
China is rapidly transforming from a factory economy to one focused on innovation and technology. While China was once known for mass producing cheap goods, it now manufactures many advanced electronics and is a top exporter. China is also increasing its investments in technological innovation, with the fastest growing patent numbers worldwide in 2009. Examples like electric car company BYD show China's move from factory to research and development. This evolution presents opportunities for both Chinese and foreign companies to collaborate and benefit from China's growing creative economy.
Social networking has become integrated into daily life for many online consumers. It has evolved from a core messaging platform to an aggregator of various online services. Consumers can now listen to music, watch videos, play games, and share their location on social networks. Multi-media integration is poised to be a major development, with networks that can make this seamless standing to gain. Brands should look to integrate multi-media into their social media campaigns. The effectiveness of social media strategies depends on the industry category, and tactics must vary by region to be most informative and inspirational.
Social media platforms are increasingly meeting a variety of consumer needs beyond just staying connected with friends. While social networks excel at meeting needs around relationships and sharing experiences, other platforms like blogs and video sites also fulfill important needs such as self-expression, entertainment, and changing opinions. However, consumer motivations for using different social media vary greatly between countries and regions. Understanding these motivations is key to developing successful social media strategies for brands.
The document profiles different digital lifestyles that have emerged based on people's behaviors and attitudes online. It identifies 6 main groups: Influencers, Communicators, Knowledge-Seekers, Networkers, Aspirers, and Functionals. Each group is characterized by their demographics, frequency of internet use, digital engagement and consumption levels, and openness to brands. The profiles provide insight into evolving online behaviors to help understand digital consumers.
The document discusses how digital media is transforming markets around the world. It notes that for many consumers in rapid growth markets, internet access is new and empowering as digital offers new experiences. These consumers are more engaged with digital channels and willing to have a voice online. As infrastructure continues to improve, consumers in the top tiers of rapid growth markets are poised to increasingly shape the digital landscape. Statistics show these consumers have more recently adopted the internet, see it as transformational, and are highly engaged daily users of digital media.
This document summarizes a research article that critiques the dominant "information processing model" of advertising. Some key points:
- The information processing model views advertising as a one-way communication to convey a clear message about product benefits in order to increase knowledge, change attitudes, and ultimately drive purchases.
- However, the article argues this model is inadequate and not reflective of how most successful advertising actually works. It cites an example where highly creative advertising that contained no explicit product information performed exceptionally well in the real world, contradicting research predictions.
- The information processing model is deeply embedded in advertising practices through research methodologies, agency/client processes, and marketing textbooks, despite limited empirical support. The article calls
The document summarizes 10 presentation techniques used by Steve Jobs that made him a master storyteller. These include planning presentations like a movie, focusing on benefits rather than products, using visual slides instead of text, and practicing presentations extensively. The goal is to inform, educate, and entertain audiences the "Steve Jobs way."
This document summarizes surveys of over 500 advertisers, publishers, and developers about the state of the mobile apps industry in 2010. Some key findings include:
- The number of mobile apps developed by advertisers significantly increased from 2009 to 2010, especially for those developing 20-50 apps.
- Android and iPad saw the most growth as app platforms used by advertisers between 2009 and 2010, though iPhone still led.
- 71% of advertisers worked with a mobile ad network in 2010 to help with their app strategies.
- App budgets in 2010 moved away from cannibalizing online budgets, with budgets specifically for app development growing year-over-year.
- Advertisers, publishers,
People have moved from passive users to active drivers of technology and are now at the center of innovation. As consumers have become more connected through technology, they want to participate in its development and are providing information to companies on how technology can better meet consumer needs and desires. This new dynamic relationship is unleashing unprecedented creativity from both consumers and companies.
1) Synovate revealed the annual results of its long-running Pan Asia Pacific Cross Media Survey (Synovate PAX) for 2010, tracking media and digital consumption, prosperity, and influence amongst affluent Asians across 11 markets.
2) The survey found that smartphone ownership in Hong Kong more than doubled over the year, while ownership of technologies like laptops, MP4 players, and HDTVs increased.
3) The results also showed that over half of affluent Hong Kong residents now own luxury items, with watches and jewellery being most popular, and ownership of financial products like mutual funds and life insurance remaining high.
The document discusses the concept of "six degrees" as an alternative approach to marketing compared to traditional "360 degree" marketing. It argues that six degrees, which is based on the idea that everyone is connected through six or fewer relationships, can create viral marketing effects through compelling content that people want to share. It provides three case studies where campaigns leveraged this approach to create engagement and advocacy for brands in different categories. The key is to resolve a cultural tension, create shareable content, and make it innovative, entertaining and useful so people will spread the message organically.
Happening dc introducingsocialcreativityTerence Ling
This document introduces the concept of social creativity, which involves creating content that encourages social interaction and sharing. It provides examples of campaigns by brands like Hasbro, McDonald's, and Phillips that incorporated social elements to increase engagement. The document argues that to be effective today, content needs to have "ShareValue" by appealing to social networks rather than just individuals. It concludes that producing social content requires new forms of collaboration between creative teams.
This document discusses drivers of online behavior and summarizes key findings from a report on digital consumers' activities and needs. [1] The most frequent online activities are social networking, email, news, sports and weather, which fall along an axis from entertainment to personal management. [2] Despite lower daily use than email, social networking attracts the highest total weekly usage. [3] Ecommerce interactions are seen as the least intrusive time for brands to contact consumers compared to social media or email.
- The BRICI countries (Brazil, Russia, India, China, and Indonesia) currently have over 610 million internet users and represent about 15% of global GDP.
- By 2015, internet users in the BRICI countries are projected to increase to over 1.2 billion, more than triple the number of users in the US and Japan combined.
- Personal computers are much less common than mobile devices in the BRICI countries, with only about 440 million PCs currently compared to over 1.8 billion mobile subscriptions. Growth of PCs and internet penetration via mobile phones is expected to drive increased internet and digital media consumption.
The document provides an overview of insights and how simple, unexpected insights can be highly effective at connecting with consumers and driving business outcomes. It begins with the story of Bernard Sadow developing the wheeled suitcase in the 1970s based on his observation of a man towing heavy machinery on a dolly, demonstrating how acute observation can lead to impactful innovations. It then discusses how insights are most powerful when they are unexpected and cause reexamination of standards. Several case studies are presented to illustrate how leveraging simple insights into human behavior through creative executions can be compelling, such as the Swedish Armed Forces recruitment campaign and the Monopoly City Streets online game. The document emphasizes that gaining critical consumer insights requires curiosity and a refreshed perspective to
This document discusses how humor has taken on renewed importance in digital marketing. It provides examples of how Google uses humor effectively in small ways throughout its products and services. It also analyzes new forms of humor that have emerged due to new technologies, such as manipulated photos and interactive jokes. The document concludes with recommendations for brands to take bold strategic risks with humor, understand the social context, and focus on emotive metrics in addition to analytics.
China is rapidly transforming from a factory economy to one focused on innovation and technology. While China was once known for mass producing cheap goods, it now manufactures many advanced electronics and is a top exporter. China is also increasing its investments in technological innovation, with the fastest growing patent numbers worldwide in 2009. Examples like electric car company BYD show China's move from factory to research and development. This evolution presents opportunities for both Chinese and foreign companies to collaborate and benefit from China's growing creative economy.
Social networking has become integrated into daily life for many online consumers. It has evolved from a core messaging platform to an aggregator of various online services. Consumers can now listen to music, watch videos, play games, and share their location on social networks. Multi-media integration is poised to be a major development, with networks that can make this seamless standing to gain. Brands should look to integrate multi-media into their social media campaigns. The effectiveness of social media strategies depends on the industry category, and tactics must vary by region to be most informative and inspirational.
Social media platforms are increasingly meeting a variety of consumer needs beyond just staying connected with friends. While social networks excel at meeting needs around relationships and sharing experiences, other platforms like blogs and video sites also fulfill important needs such as self-expression, entertainment, and changing opinions. However, consumer motivations for using different social media vary greatly between countries and regions. Understanding these motivations is key to developing successful social media strategies for brands.
The document profiles different digital lifestyles that have emerged based on people's behaviors and attitudes online. It identifies 6 main groups: Influencers, Communicators, Knowledge-Seekers, Networkers, Aspirers, and Functionals. Each group is characterized by their demographics, frequency of internet use, digital engagement and consumption levels, and openness to brands. The profiles provide insight into evolving online behaviors to help understand digital consumers.
The document discusses how digital media is transforming markets around the world. It notes that for many consumers in rapid growth markets, internet access is new and empowering as digital offers new experiences. These consumers are more engaged with digital channels and willing to have a voice online. As infrastructure continues to improve, consumers in the top tiers of rapid growth markets are poised to increasingly shape the digital landscape. Statistics show these consumers have more recently adopted the internet, see it as transformational, and are highly engaged daily users of digital media.
This document summarizes a research article that critiques the dominant "information processing model" of advertising. Some key points:
- The information processing model views advertising as a one-way communication to convey a clear message about product benefits in order to increase knowledge, change attitudes, and ultimately drive purchases.
- However, the article argues this model is inadequate and not reflective of how most successful advertising actually works. It cites an example where highly creative advertising that contained no explicit product information performed exceptionally well in the real world, contradicting research predictions.
- The information processing model is deeply embedded in advertising practices through research methodologies, agency/client processes, and marketing textbooks, despite limited empirical support. The article calls
The document summarizes 10 presentation techniques used by Steve Jobs that made him a master storyteller. These include planning presentations like a movie, focusing on benefits rather than products, using visual slides instead of text, and practicing presentations extensively. The goal is to inform, educate, and entertain audiences the "Steve Jobs way."