Monthly Archives: April 2008

good answer to a relevant question by some guy

Q: Of the various projects the Anti-Advertising Agency has been involved in, which ones do you think have been most successful?

A: I don’t really know for sure. To know we would have to do what is done in any marketing campaign, which is an impartial evaluation — surveys, testing, etc. And we don’t have the budget for that. I can track some things empirically, like web hits, and I can hang out near where projects are installed and gauge reactions.

But then, what is success? Our goal is rather tough to measure — to cause the public to re-examine advertising and the role it plays in public space. But I think we reach that goal with anyone who spends more than a moment looking at our work. It’s some measure of success if they look at it at all. And if they do, how much do they take away? This is what I dwell on when I think of “success.”

The image I often have in my head is of the Trans-Theoretical (Stages of Change) model. I won’t go into it too much, but basically the idea is that everyone has to move through certain steps to change their behaviors — and you can’t skip steps. For example, you can’t adopt a new behavior without first being aware that there is an alternative to what you are currently doing. Once you are aware, you need information on how to change that behavior. Once you have the information, you need motivation to start. Those that have adopted the behavior need support in maintaining it. And on and on.

So part of the measure of success for me is not just how many people saw this, but did I move them along on a step? Did this piece really make a difference in this person’s life? Did it have a profound effect on their thinking? Did it change their perspective on the world? Will it change their behavior in the future?

It’s an incredibly unforgiving way of measuring success, especially for an artist, but keeping it in mind from the beginning makes for more effective work.

To answer your question in a less philosophical way, the Light Criticism project was by far the most successful in terms of numbers. Tens of thousands of people saw that video in a matter of a week. Easily over 100,000 saw it in the first 2 weeks. It seemed to resonate — people understood the concept of advertising as blight, and we provided more info on illegal advertising. I got emails and comments so I know that people moved along those steps in their thinking because I have this first-hand evidence. It still gets the most traffic to our site.

As far as the shopdropping workshops go, it’s a more in-depth exchange. There are conversations and interactions and participation! More than that, there is an experience. People actually go out into the world as individuals and leave their mark. As small as it is, it’s an empowering experience — one most people haven’t had. They do more than see the work, nod and say, “Yes, I like this. I agree. This feels true to me.” They go out and take action. Some do this for the first time. We hope this removes some barriers that would prevent them from doing it again, and again, and again….

Posted in How To Win | Tagged , , , , , , , | Leave a comment

Web Analytics

Web analytics allow you to track how many people are visiting your site, what sites they are coming from, what words they use to search when finding your site, and more. Without knowing who is looking at your site, you can know what they are looking at, for how long, in what order, they city they are in, and more.

##Google Analytics##

Google Analytics is the big one.

##Clicky##

Free analytics tool that allows you to make the numbers available to anyone.

##Other Indicators##

- youtube, vimeo, etc views
- delicious bookmarks
- internetfamo.us – Evan, James, and Jamie’s tool to track multiple indicators including delicious bookmarks, flickr, etc.

Posted in How To Win | Tagged , , , | Leave a comment

Loss Aversion, Greenpeace, and Health

Here’s a pattern of tactics I realized have something in common. They all work by presenting a threat. Loss aversion, as it can be called, can be more motivating – using the stick instead of the carrot.

## Example 1 From Greenpeace:##

The ranking criteria reflect the demands of the Toxic Tech campaign to the electronics companies. Our two demands are that companies should:

1) clean up their products by eliminating hazardous substances;

2) takeback and recycle their products responsibly once they become obsolete.

I talked to someone at Greenpeace about this (we could get in touch with him again for an interview) and he said the strategy here was to always be targeting the company in last place. All the companies will improve because they fear being outed as “the worst” by Greenpeace.

##Example 2: Loss Aversion for Weight Loss from NPR (excerpt):

Would you stick to your diet if your savings were at stake? Two professors are betting the answer is yes. The winning formula may include signing a contract to enforce the bet.

Yale professors Ian Ayres, an expert in contract law, and Dean Karlan, a behavioral economist, both entered weight loss bets. And both won. They took off the weight they pledged.

Karlan describes a recent effort in the Philippines to help smokers quit. Through a local bank, the smokers signed agreements to put their cigarette money into savings accounts and agreed to urine tests. At the end of six months, if the tests showed they had nicotine in their system, their savings were lost — given to charity.

“It was wildly successful,” says Karlan. People who took up the account were 30 percent more likely to stop smoking, at least temporarily, than the smokers who didn’t participate in a savings agreement.

The results exemplify what behavioral economists call “prospect theory,” or loss aversion.

“What we know about incentives is that people work a lot harder to avoid losing $10 than they will work to gain $10,” explains Ayres. “So something that’s framed as a loss is really effective at changing behavior.”

They have a theory and they know it works because they have stats.

##Example 3: Smoking Habit Auction##

On Monday 31 March, 2008, the highest bidder will receive a contract written by my lawyer, Chris Hoquard at Dominion Law, in which I hand over my right to smoke to them, and agree to pay them a forfeit of NZ$1000.00 per cigarette that I smoke at any time following the auction’s closure. I will donate the proceeds from the auction to the Cancer Society of New Zealand.

Again, success and failure here are clearly defined.

Posted in How To Win | Tagged , , , , , | Leave a comment

CarrotMob gives stores incentive to go green

Blackmailing (not really) store owners by offering to bring tons of motivated customers if they will do the most to make their store energy efficient. Documented very well – including dollar amounts.


Carrotmob Makes It Rain from carrotmob on Vimeo.

Posted in How To Win | Tagged , , , | 1 Comment

Hans Haacke

Hans Haacke lecture
Gallatin School, New York University, April 15, 2008

S&S: As a political artist, how can you know when you’ve been successful?

Haacke: I’ve been asked that question many times, and that question requires one to go around it before one really avoids it.

I believe it is a relatively new phenomenon that art works are referred to as successful or unsuccessful. And success would mean, in today’s arts, media attention. I understand why you ask this question if one works, as I do, with overt political topics as the repercussions it had would tend to be in sync with whether it had hit a sore spot.

I’m a bit uncomfortable with that because it means that if, for some reason, and there are many accidental reasons, something is being picked up by the media or is overshadowed by something at that very time that is absorbing everybody’s attention. That is: if it doesn’t get picked up then therefore it was a bad work and something that for sensational reasons is being bandied about therefore is a good one, a successful one.

So I would rather not think in those terms because these are unweighables; it becomes too much of a prisoner of media attention. And, as we know from history, things that were not paid attention to are all of a sudden discovered, are sensational.

Posted in How To Win | Tagged , , , , , | Leave a comment

But Is It Politics?

But Is It Politics?

These are notes that I drew upon for a talk at Dreaming the Americas: The Body Politic and Performance conference at the Martin E. Segal Theatre Center, CUNY Graduate Center, NYC, February 22, 2008. These notes are pretty cryptic and not that well thought out, but I think there’s something here. — SRD

### I. Introduction ###

A fine collection of essays on art and activism edited by Nina Fleshin was published about a dozen years ago. It’s title was But is it Art?

This morning I want to pick up on the same theme, but explore it from what I think is an underdeveloped perspective, asking a different question of activist art: “But is it Politics?”

I’m not an artist (though I did attend art school, only to discover how talent less I am) but I am an activist who has used art as an integral part of my activism for many years. With Reclaim the Streets, Billionaires for Bush, Clandestine Insurgent Rebel Clown Army and scores of other political groups, me and my friends have employed the arts – mainly performance, but also the graphic arts – as a way to:

  • speak to a public that turns off at the first sign of political preaching
  • to grab a few minutes attention from a blasé mass media
  • to entertain our fellow protesters (for even the converted need something to keep them going).

Throughout all these endeavors, a question has haunted me:

  • How do we know when what we are doing is effective.
  • Indeed, how does any “political artist” know when she is successful?
  • How do we even begin to think about such a question?

In the mainstream of the arts world there are clearer criteria:

  • Commercial Success: gauged in terms of prices fetched for a piece of art, or attendance at and length of run for a show
  • Institutional Success: Approval by critics and peers, grants received, institutional support (CUNY) and so on

What is our criteria for “good” political art?

This is what I want to explore today. And I mean explore.

• I don’t think it is helpful to come up with a definitive definition of what is, and what is not, political art – that way leads to lots of performances and portrait of tractors and the glory of forced collectivization

• But I do think it’s helpful – indeed necessary – for those of us who think of ourselves as political artists to seriously think about what this means, and how we might do it better.

• In other words, we need our own metrics for success

• Think of this as a thought experiment – we’ll see where it goes

### II. Definitions ###

To begin we need some definitions. What is “political art” ?

What is art? I’m not going to touch. There’s probably more ink spilled on figuring out that question than any other, and I can say with some certainty we are no closer to a consensus.

But it is necessary to come up with a broad definition of what we mean by politics. Here’s mine:

Politics is about POWER:

  • Power to decide what sort of a world you want to live in
  • Power to articulate this decision
  • Power to actualize this vision

This definition of politics applies to both sides of the power spectrum:

  • Power to change the world
  • Power to contain change

### III. Different Ways to think about Art’s Political Effect ###

The next, and probably most important, step in this though experiment, is to explore the different ways in which art might have an effect on power and politics.

In other words: asking the question: What sort of a political impact do we, as artists, want or expect to have?

I’ve come up with a handful of possible answers:

Direct Material Result

  • policy change, election result, etc

Direct Ideological Change

  • immediate opinion shift

Long-Term Ideological Shift

  • Positive: new vision of the future
  • Negative: new critique of the present

“Re-Distribution of the Sensible”

  • Jacques Ranciere
  • Changing language, vision, our very sense of what is in and outside of “the sensible”

Transforming Experience

  • Re-articulating bodily practices
  • Re-configuring spaces to alter experiences

Creating Counter Cultures

  • Building a counter culture (practices, beliefs) within the dominant society

Preaching to the Converted

  • Education and entertainment of a movement, or a counter culture

Experimentation

  • Experimentation with new languages, visions, experience to see what happens
  • Outcome is undetermined
  • What doesn’t work is as valuable as what does

Making Art That Doesn’t “Work”

  • A politics of anti-instrumentality against an instrumental world
    (Though I would argue that this is pretty naïve in this day and age)

Reinforcement of the New/Old Order

  • Propaganda to create and maintain hegemony

(I am sure there are other ways to think about this and so please, please come up later and tell me — or, as I have to leave early today — send them to me.)

These goals are, of course, frequently complimentary.

  • For example: As we live in a democracy, where public opinion matters, ideological change and material change are often linked.

And one goal may fail while another may succeed.

  • For instance: you may fail to sway public opinion in the short run only to discover that your work set into motion a sea change of thought that only bears fruit years later
  • Conversely, an immediate shift in public opinion may be a flash in the pan, and its effects dissolve over time as the idea or vision is co-opted back into the dominant system.

The goals I’ve offered up are not exhaustive, and they are not mutually exclusive, but if you know what you are shooting for, then your aim will be truer.

### IV. Audience ###

Once we’ve given serious thought to what political effect we are aiming for, it brings into focus other, key, factors that are useful to think about in producing art for political effect

The primary question being: Who is the audience and how do you reach them?

  • If your goal is Preaching to the Converted then the symbols you use, the knowledges you presuppose, and the stories you tell all need to resonate with an already persuaded audience and their alternative media
  • If the task you’ve set for yourself is Direct Ideological Change then you have to need to consider what languages you might use that are already in use by a wide swath of the public, and what aesthetic choices might make your art conducive to being picked up and amplified by the mass media.
  • If your goal is to have Direct Material Impact then the language and aesthetics of politicians and policy makers (to either seduce or frighten) have to be addressed and so on
  • And if your hope it so change the “Distribution of the Sensible” then you need to think about communicating in a language that very well may not be understood by any audience at all.
  • ### VII. Success ###

    The next critical question can now be asked: How do you know if you’ve succeeded in reaching this audience and/or affecting change?

    Or to go back to my archery metaphor: So how do we judge if we’ve hit the target?

    This seems to be an impossible task — which is why, I think, that most of us have ignored this question.

    Instead we often opt to make our statement and hope that something happens. A sort of “magical thinking” better suited to Alchemy than modern political strategy

    But once we’ve developed a way of thinking about what sorts of political effect we might have, or want to have, we can begin to develop a methodology for gauging success.

    Some cases are obviously easier than others:

    If your goal is Direct Material Result then the proof is in the pudding: Did it work?

    • Did a policy or law get defeated or enacted?
    • Was a politician elected or overthrown?
    • Was a community garden saved, or bulldozed?

    If your goal is to Direct Ideological Result, then it makes a certain logical sense to sample public opinion.

    • Advertisers and politicians do this, why not artists?

    If your goal is Creating Counter Cultures, then has it worked?

    • Are there institutions, languages, norms and mores that a group shares that it didn’t share before and are markedly different than those on the outside world?

    Some effects may not be discernable, not in the short run or even in our lifetimes – mass changes in sense perceptions or bodily patterns, for instance. So how do you judge success here?

    • You probably can not.
    • And this is OK, and we need to make peace with that.
    • Changing the world is a long project…and we shouldn’t get dispirited if it doesn’t happen overnight.

    My point here is not that there is some sort of simple methodology for gauging efficacy.

    Nor is it to privilege one approach or one criteria over another. One could even, as I outlined above, argue for making a “political” art against the ideal of political efficacy

    The goal here is for artists, artists who think of themselves as political artists, to think, and think seriously, about what they hope to politically accomplish.

    And I hope that what I’ve done here is give us the beginnings of a methodology for doing exactly that.

    ### IV. Objections ###

    Doesn’t all this strategic thinking and planning and success run counter to the ineffable, sublime quality of great art?

    In other words: Aren’t these just lessons for producing propaganda?

    This presupposes that the two – great aesthetics and efficacious politics – are not connected. They are intimatey connected.

    I’m not arguing this on a grand theoretical plane: that what we consider aesthetically pleasing is determined by larger social, historical and political forces (although this is certainly true) but on a grounded, more pragmatic level: bad art makes bad political art.

    • Without the power to attract, move, and challenge the audience, political art is useless.
    • Art that is an aesthetic failure will also fail in its mission to change people’s hearts and minds and thus change the world.

    To those who would charge that thinking through the efficacy of political art turns art into propaganda I would say: absolutely. But sublime and successful propaganda

    ### Extra: ###

    1) Art and Strategic Thinking

    One might object that thinking strategically about the possible political efficacy of art limits the creative process. Art is a qualitative process (expression) and what I’m arguing has a quantitative (efficacy) component that will ruin art.

    But strategic thinking happens all the time in the art process, we use

    • criteria of aesthetics: does it look or feel or sound as it should
    • criteria of the market: is this something that my audience will like

    All I’m arguing is that another, additional criteria be added for those who call themselves political artists: will it have a political impact

    2) Diversity in Tactics

    We should always remain open to how we want to take on power:

    1. Whether it be considered in the short term or long term
    2. Whether it be tied to mundane structures like presidential elections or more profound and far less apprehensible indicators like shifts in language and consciousness

    But the one principle that I believe any person calling themselves a political artist must adhere to is that political art should have a political effect.

    Otherwise, what’s its point?

    Posted in How To Win | Tagged | Leave a comment

    Future Farmers: ~Human Knot~

    One month after the United States invaded Iraq, Futurefarmers put out a public call for people to come to the Marin Headlands to join in a Human Knot. A human knot starts out with a group of people holding hands in a big circle. People are then asked to get tangled and twisted up without letting go of each others hands. This creates a giant knot of humans wriggling around try to get undone. It becomes quite uncomfortable and demands focus, cooperation and organization. This knot took almost 33 minutes to untie, but through a peaceful cooperation of all participants, the knot resumed to a circle of people joined by the hands.

    **Over 300 people RSVP’d to this call, but due to the limits of the National Park Service at the Headlands, we were asked to keep our gathering to a minimum and had to turn away 265 people. Thank you to those who did come!
    ~Human Knot~

    Posted in How To Win | Tagged , | Leave a comment

    NYT – April Fool! The Purpose of Pranks

    By BENEDICT CAREY
    Published: April 1, 2008

    Keep it above the belt, stop short of total humiliation and, if possible, mix in some irony, some drama, maybe even a bogus call from the person’s old flame or new boss. A good prank, of course, involves good stagecraft. But it also requires emotional intuition.

    “You want to play on people’s weaknesses or dislikes, but not go too hard,” said Tommy Doran, a fireman and paramedic in Skokie, Ill., who as a rookie in Montgomery County, Md., was lured into the station’s kitchen and blasted with multiple cream pies. “For me it’s just the sort of dark humor we use to cope with the job and each other. Nothing dangerous or illegal.”

    Psychologists have studied pranks for years, often in the context of harassment, bullying and all manner of malicious exclusion and prejudice.

    Yet practical jokes are far more commonly an effort to bring a person into a group, anthropologists have found — an integral part of rituals around the world intended to temper success with humility. And recent research suggests that the experience of being duped can stir self-reflection in a way few other experiences can, functioning as a check on arrogance or obliviousness.

    The 1960s activist and prankster Abbie Hoffman reportedly divided practical jokes into three categories. The bad ones involve vindictive skewering, or the sort of head-shaving, shivering-in-boxers fraternity hazing that the sociologist Erving Goffman described as “degradation ceremonies.” Neutral tricks are more akin to physical punch lines, like wrapping the toilet bowl in cellophane, depositing a massive pumpkin on top of the student union building, or pulling some electronic high jinks on a co-worker’s keyboard (though on deadline this falls quickly into the “bad” category).

    What Hoffman called the good prank, which humorously satirizes human fears or failings, is found in a wide variety of initiation rites and coming-of-age rituals. The Daribi of New Guinea, for example, have children make a small box and bury it in the ground, telling them that after a while a treasure will appear inside but they must not peek, according to Edie Turner, a professor of anthropology at the University of Virginia.

    Invariably the youngsters succumb to curiosity — only to find a sample of human feces.

    The Ndembu of Zambia have an adult in a monstrous mask sneak and scare the wits out of boys camping outside the village as part of a coming-of-age ritual in which they are showing their bravery.

    “These kind of tricks are very common,” Dr. Turner said, “and they are really a way to put a person down before raising them up. You’re being reminded of your failings even as you’re being honored.”

    Jonathan Wynn, a cultural sociologist at Smith College, said pranks served to maintain social boundaries in groups as various as police departments and sororities. “And you gain status by being picked on in some ways,” he said. “It can be a kind of flattery, if you’re being brought in.”

    In a paper published last year, three psychologists argued that the sensation of being duped — anger, self-blame, bitterness — was such a singular cocktail that it forced an uncomfortable kind of self-awareness. How much of a dupe am I? Where are my blind spots?

    “As humans, we develop this notion of fairness as a part of our self-concept, and of course it’s extremely important in exchange relationships,” said Kathleen D. Vohs, a consumer psychologist at the Carlson School of Management at the University of Minnesota. Dr. Vohs and her co-authors, Roy F. Baumeister of Florida State University and Jason Chin of the University of British Columbia, propose that the fear of being had is a trait that varies from near-obliviousness in some people to hypervigilance in others.

    The researchers had 55 men and women play a computerized cooperation game and demonstrated that participants who felt they had been burned would go over the experience in their heads, playing out alternative versions of how they might have behaved.

    “Being duped holds up this mirror to people,” Dr. Vohs said, “and may in fact show them where they are on the scale” — too trusting or too vigilant. Paranoia, too, has its costs, and it can sour relationships.

    Running back the tape mentally, in this case meditating on how an embarrassing event might have turned out otherwise, is known to psychologists as counterfactual thinking. “The feeling of ‘I should have known better’ is the sort of counterfactual that serves to highlight your own shortcomings,” said Neal Roese, a psychologist at the University of Illinois. “A good deal of research has shown that these counterfactual insights can kick-start new behaviors, new self-exploration and, ultimately, self-improvement.”

    Those observations may not leap to mind if you just showed up in go-go boots and an Elizabeth Taylor wig to a bogus 1970s cross-dressing party. Or if you fell for the e-mail message announcing you had won an award and should forward a draft of your acceptance speech to a supervisor.

    But a good prank is, in the end, a simulation of a crisis and not the real thing. And it serves as a valuable reminder that not every precious box contains precisely the treasure you might expect.

    Posted in How To Win | Tagged , , , , | Leave a comment

    NYT – Is the Ad a Success? The Brain Waves Tell All

    Neuroscience can provide “a more accurate way to understand what consumers really like,” Mr. Stagliano said, which helps to produce ads and programs that “break through the clutter” rather than contribute to it.

    “We measure attention, second by second; how emotionally engaged you are with what you’re watching, whether it’s a commercial, a movie or a TV show; and memory retention,” said A. K. Pradeep, chief executive at NeuroFocus in Berkeley, Calif.

    “The role of neuromarketing is to understand how people feel and react,” Ms. Moses said. “It in no way sets out to meddle with normal, natural response mechanisms.”

    Her opinion was echoed by Robert E. Knight, the director of the Helen Wills Neuroscience Institute at the University of California, Berkeley, who is also the chief science adviser at NeuroFocus.

    “We’re not trying to predict an individual’s thoughts and actions and we’re not trying to input messages,” Dr. Knight said.

    Is the Ad a Success? The Brain Waves Tell All – New York Times

    April 3, 2008 – similar story appears in Guardian UK – Neuromarketing could make mind reading the ad-man’s ultimate tool

    Posted in How To Win | Tagged , , , , | Leave a comment