In the past few weeks, we have witnessed a new trend emerging in Ivy League and other universities, characterized by pro-Palestinian protests adopting a "humanitarian" branding and spreading through demonstrations and encampments. Even seven months after the October 7 attack by Hamas, this trend is just getting stronger. The events at Columbia University yesterday brought this phenomenon to a new level. It is a phenomenon based on little knowledge and a lot of storytelling of solidarity with the "weak," which even led Brown and Northwestern to reach deals with the pro-Palestinian protestors.
And what's most surprising? Beyond the fact that this trend is not based on an understanding of the historical and geographical familiarity with the region, all the noise, discourse, media coverage, and branding of pro-Palestinians do not represent the majority of the American public at all. According to the recent Harvard CAPS-Harris study, nearly 80 percent of registered voters in the US express solidarity with Israel, while only 20 percent voice support for Hamas.
So,Ā how is a trend born š§², and what is the connection to storytelling, especially in today's social media landscape?Ā
Angry by design with social media algorithm -Ā It's no secret that "extreme" content grabs more attention, and that is why the author Luka Munn named one of his most famous pieces "Angry by Design: Technical Architectures and Toxic Communication." But beyond that, studies show that negative content and hate speech discourse are privileged in the algorithms of social networks, especially on platforms like TikTok, Facebook, and YouTube. For example, research on video recommendations onĀ YouTube also shows how algorithms gradually lead users to more radical content. There is a reason why already, back in 2018, Trump labeled TikTok as one of the biggest threats to America - maybe the only topic both he and Biden agree on, as just last week, Joe Biden signed a document compelling the company to either sell to an American CEO or face a ban in the US by January 19, 2025.
Influencers are taking over the impact of word of mouth -Ā Less than a decade ago, people exclusively relied on brands and beliefs trusted by their friends and family. Today, our decision-making is mainly impacted by influencers. Studies show that 94% of consumers are more likely to make a purchase decision guided by an influencer than their own family or friends. This is the case with what we believe in - If the influencer we follow says X, then this is true; there is no need for a facts check, especially among the Youngers. About 70% of teenagers trust something that is promoted by a social media influence.
The weak force is a fundamental force of natureĀ - The weak force plays a crucial role in storytelling and branding. Take Frodo Baggins from "The Lord of the Rings" as an example. Despite his small stature, he takes on the monumental task of destroying the One Ring, showcasing how weakness can be a strength through compassion and perseverance. Similarly, some companies, organizations, or societies position themselves in branding as underdogs, appealing to consumers who root for the "weak" challenger. Connecting to the weak side of a conflict in storytelling or branding fosters a deeper emotional connection, conveying messages of hope and triumph against all odds.
Social Dynamics:Ā Human beings are inherently social creatures, and trends often spread through social networks, which serve as platforms for connection, particularly with influencers, celebrities, and opinion leaders who wield significant influence over their followers' personal opinions. Take, for example, the Hadid family, boasting over 100 million followers, who have consistently criticized Israel and frequently share their perspectives on the Middle East conflict. Recently, we have witnessed celebrities standing alongside us, guiding their fans toward a deeper understanding of the truth, exemplified by figures like Alec Baldwin and Robert De Niro.Ā
Trends are a great tool for showcasing a brand or an idea.Ā Still, they can also create irreversible damage if it's based on fake news or lack of knowledge, especially when the mission is to harm an organization, society, or company.
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