In addition to the little head Daniel Silveira, another subject put the internet in an uproar this week: the launch of sweet noodles, in chocolate and beijinho flavors.
It’s a limited edition – obviously, because the Nissin guys aren’t crazy enough to cram the shelves with such a thing. It’s not even worth considering whether the thing is disgusting or surprisingly palatable (spoiler: it can’t be good).
Because nobody wants to sell sweet noodles. What the manufacturer wants is to make noise with a planned controversy within an advertising agency. Want spontaneous branding.
Want this what I’m doing right now, in this space.
The media expense is replaced by the industrial cost of producing a small batch of bizarre noodles. Do not doubt that it is much cheaper. And it works great.
After seeing a series of tweets calling the sweet noodles the “trumpet of the Apocalypse”, I wrote a post in which I said I’m tired of staging this kind of marketing gimmick ruse.
Someone commented that my tweet was just that stage. So it is. I’m tired, but I didn’t say I would stop.
We are prisoners of social networks, dependent on the machine that puts sweet noodles and much worse junk in the “trending topics”. Yes, I’m talking about him: Jair Messias Bolsonaro.
Singer Anitta blocked the president on the networks because it is not convenient for the Anitta brand to be used as a springboard to multiply the reach of Bolsonarist barbarities.
Behind the artist’s spontaneous tweets is a team of professionals who understand the mechanisms of networks and outline digital communication strategies. These experts came to the conclusion that Anitta loses more than she gains when some profiles mark her arroba.
Not so with most users of Twitter, Instagram and the like.
These networks were presented to us as virtual spaces of connection with people in the real world. Only after thousands of videos of kittens do we realize the true function of such environments: to make us buy objects and ideas without realizing that we are led to the trawler along with the other sardines on the net.
By then it was too late. Dona Maria and her Zé were already hostage to the likes and the search for new followers. The situation is a little worse for us, the press.
Keeping up with featured issues is an obligation and a necessity for the journalist. In an ideal world, a patron would pay the press bills without demanding a return, but that’s not how it works (with very few and debatable exceptions).
We need an audience to survive. This necessarily goes through social networks and search engines. Being relevant in these realms is not optional.
So we took bait like the sweet ramen noodles and the forgiveness Bolsonaro granted to Daniel Silveira.
Bolsonaro doesn’t give a damn about the little head. In announcing the annulment of his condemnation, he wanted to sound the trumpet that summons his demons to war. He knows how to manipulate the nets, just like the people of Nissin. For Bolsonaro, Daniel Silveira is a chocolate noodles.
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