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Brazil: Ad campaign compares bloggers with monkeys

A traditional Brazilian newspaper launched an advertising campaign to promote its new website, and the core message of all video and visual pieces was based on a humorous approach of blogs as bad sources of information. One video piece went far enough as comparing bloggers with monkeys. As expected, the local blogosphere took it personally.

Em sua página, a agência Talent explica da seguinte maneira a sua nova campanha para divulgar o site do Estadão: “Ela expõe, de maneira bem-humorada, os riscos de consultas a sites na internet, e divulga as novidades do site do jornal“. Com senso de humor um tanto quanto duvidoso, diga-se de passagem, comparando grosseiramente blogueiros a… macacos.
Estadão contra os blogs?Pensar Enlouquece

On its website, Talent Agency explains its new campaign to advertise Estadão's website as follows: “The campaign exposes, in a playful way, the risks of searching sites on the Internet, managing to impart the newspaper's website novelties“. I should say that it is a case of questionable sense of humor, to coarsely compare bloggers with… monkeys.
Estadão against blogs?Pensar Enlouquece

Alguns comentários tentam amenizar a posição do jornal, encontrar algumas interpretações. Porém, como eu também disse nos comentários: isso não é possível, não existe margem para interpretações nesse posicionamento. A mensagem é absolutamente clara e generalista: todos os blogs, e mais, TODO O CONTEÚDO CRIADO POR NÃO PROFISSIONAIS, não presta. A campanha é clara ao afirmar: blogs copiam informações, blogs só escrevem bobagem, blogs não tem discernimento.
Estadão faz campanha contra os blogs
Brainstorm #9

Some comments try to mend the newspaper's stance, looking for some alternative interpretations. But as I've mentioned before this is not possible, there is no other picture to take from what we've seen. The message is absolutely clear and comprehensive: all blogs, or even more, ALL CONTENT GENERATED BY NON PROFESSIONALS, sucks. The campaign is crystal clear in affirming: blogs copy information, blogs publish bullshit, blogs have no discernment.
Estadão campaigns against blogs
Brainstorm #9

It is obvious
that Estadão's marketing strategy was counting on the noise bloggers would make over the ads in order to achieve its goals, and the blogging crowd was surely among those who prompted a visit to Estadão's new website. On the other side, some bloggers guesstimate that inflaming the dispute between blogs and traditional media at this time may turn out to be a bad idea, while others find it better to follow the joke.

Mais uma curiosidade é que, dos grandes impressos, o Estadão é o único que não é hospedado por um grande portal de internet. Isso é apenas uma observação, as conclusões cada um tira da maneira que quiser. Além disso, utilizam anúncios do AdSense no site. Pelo que vi são os únicos dos grandes que fazem isso. Concorrência desleal, hein Estadão? Baita sacanagem um jornal de grande porte como o de vocês querer ganhar uns trocados da mesma maneira que esses macacos virtuais. Agora, deixando a ironia de lado, se o Estadão realmente tiver essa visão retrógrada, estão mal das pernas, pois é remar contra a maré.
Estadão, blogs e a reação da blogosferaTech Letters

It is a peculiarity of this case that, from the big newspapers, Estadão is the only one which is not hosted by a big Internet portal. This is just a fact, you take the conclusions. Besides, they use AdSense on their site. From what I saw, they are the only ones from the big newspapers who do that. Unfair competition, don't you think? We find it improper for a major newspaper to try to win some cash in the same way that virtual monkeys do. Now serious, if Estadão is really committed to this retrograde approach then they are in bad shape, cause they are going against the tide.
Estadão, blogs and the blogosphere reactionTech Letters

Fui desmascarao pelo Estadão!
OH NO! I got uncovered by Estadão!!! – Charles Pilger

This is the only way to deal with such an idiocy

The provocative campaign
came in a moment when local bloggers were still digesting an interview given by Andrew Keen — the British historian who announced that Internet is killing our culture — to a local major weekly magazine. Laughable as it may be, the coincidence of the events reverberated on the traditional media, generating some weird attacks on the blogosphere.

Hoje, o Diário do Nordeste entrou na história em seu editorial que também fala sobre a preparação (ou a falta dela) das pessoas que publicam blogs e como a juventude está recebendo uma má influência desses manipuladores da verdade (nós, os blogueiros): “… com a proliferação e popularização desse tipo de informação distorcida, os próprios adultos poderão ir perdendo, progressivamente, sua capacidade crítica, passando a ter pontos de vista moldados por escusos e ocultos interesses particulares. O pior, no caso, é que também se constata a existência de blogs que, aparentando ser de indivíduos, são, na verdade, manipulados por grandes grupos ligados a objetivos inconfessáveis“.
Diário do Nordeste, Estadão e os BlogsAstrogyldo: O Estudante de Jornalismo

The ‘Diário do Nordeste’ [newspaper from the Northeast region] has entered the debate with an editorial dealing with the qualification (or absence of) of those who are publishing blogs, and how the youth is absorbing the bad influence coming from these truth benders (us bloggers): “… with the proliferation and popularization of this kind of distorted information, eventually the adults could progressively lose their critical capacity and start to advocate points of view formated by some suspicious and occult private interests. The worst, in this case, is that there are blogs who appear to belong to individuals, but which are in fact backed by huge groups connected with inconfessable intentions“.
Diário do Nordeste, Estadão and the BlogsAstrogyldo: O Estudante de Jornalismo

Apart from the monkey noise
all around, a meaningful novelty from the digital media ecology called the attention of some bloggers: the addition of comments in Google News. Only the future will tell if it is just one more erratic Google beta app or a crucial step into a new era of online media, but the launching of the feature looks like a clear indication that the monkeys are not going away.

Os textos e posts publicados assumem cada vez mais a função de propor temas para discussão pelos leitores por meio de comentários. Na teoria, esta sempre foi a missão principal do jornalismo, mas ela acabou sendo alterada, na prática, pela indústria da comunicação, através da transformação da notícia num produto de consumo. Antes da internet, a ausência de mecanismos rápidos para interação entre redações e leitores contribuiu para que a autoria da notícia fosse mais importante que a sua discussão. A situação mudou agora na Web com a multiplicação quase frenética de softwares voltados para a participação dos internautas, apesar desta reviravolta ainda não ter sido totalmente digerida e entendida pelas redações. A notícia está deixando de ser um produto para se transformar no ponto de partida de um processo, que começa com os jornalistas, que depois cedem o papel principal para os leitores. Os profissionais deixam de ser os donos da notícia. A compreensão deste processo seguramente vai ajudar a reduzir muito as atuais desconfianças mútuas entre as redações e o público leitor de jornais e revistas, mas também entre os espectadores e ouvintes das emissoras de TV e rádio.
Interatividade com leitores corrige distorção na prática do jornalismoCódigo Aberto

The articles and posts published are more and more taking the role of suggesting issues for the debate among readers’ through the comments sections. In theory, that always was journalism's main mission, but it got reshaped by the communication industry through the transformation of news into a product to be consumed. Before the Internet, the absence of quick interactive applications between the newsroom and the readers has contributed to turn the news’ autorship into something much more important than it's debate. The situation has changed now on the Web with the frenetic propagation of softwares designed to enhance the internauts’ participation, but the turnover has not yet been totally digested and understood in the newsrooms. The news are ceasing to be products, and turning into starting points of a process which begins with the journalists, but then is left to the readers to perform the main roles. Professionals will cease to be the owners of the news. The comprehension of such process will surely help to reduce the mutual distrust between the newsrooms and the readers of newspapers and magazines, and the audience of TVs and radios.
Interactivity with readers corrects distortions in journalism practiceCódigo Aberto


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