Inkspell Marketers’ Alert by Dr. Smitha Ranganathan
Inkspell Media 22 Jan, 2018

Inkspell Marketers’ Alert by Dr. Smitha Ranganathan

Session #01: Digital makes Inclusive the New Exclusive?

Over the last 90 years, December edition of TIME magazine features Person of the Year, chosen based on Person(s) who exerted the most influence over the news in the year gone by. One is not surprised to see names like Mohandas Karamchand Gandhi (1930), Martin Luther King Jr (1963) or technocrats like Jeff Bezos (1999), Mark Zuckerberg (2010) to new age leaders like Barrack Obama (2012)  and Angela Merkel (2015) on the list. Influential action groups and contributors such as You (2006), The Protester (2011), Ebola Fighters (2014) too found mentions on the coveted list, recognising the increasing Power of ‘People’.  Interestingly, TIME person of the year 2017, is a fascinating submission to reality. Not just because The Silence Breakers (2017) epitomizes a campaign that sheds light on sexual harassment and abuse, but the medium for galvanizing this high decibel #MeToo movement turns out to be pure-play digital.

World over, social media pages swelled with #MeToo hashtags echoing angry outbursts and heart-wrenching accounts of sexual abuse.  Be it the nurse who sought anonymity in the Time cover page by wanting to just have her arm included in the picture or the famous faces that punctuate Hollywood, digital as a medium has proven to be a leveler.

Even as whitepapers continue making a compelling case for digital using suave infographics that fall mostly on the ears of skeptical marketers, #MeToo and the acknowledgment to The Silence Breakers, is a lesson of sorts perhaps. Digital enables inclusivity for any cause that resonates with an audience; isn’t that what makes digital ‘exclusive’? Do we still intend to be reclusive about digital?

#MeToo #digital #InclusiveisExclusive #marketersalert #profsmitha

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