Ad campaign compares bloggers to 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.

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

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.

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.

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 is a sure indication that the monkeys are not going away.

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.
Interatividade com leitores corrige distorção na prática do jornalismoCódigo Aberto