Moderated by Jerry Yoshitomi of MeaningMatters LLC with panelists Rosetta Thurman, Mayumi Tsutakawa, and Michelle Witt, it addressed the use of stereotypes and other “shorthand” in marketing.
In short, stereotypes are the boxes in which our brains sort information to simplify the world around us. Because they’re the easiest, quickest way for storytellers to create a character in our heads, they’re everywhere—from sitcoms to, of course, marketing messages.
I had one overwhelming takeaway from the session: Marketers are creators of public perception and need to take that responsibility seriously.
At the beginning of the session, we were asked to think about a time that a stereotype had bothered us. After sharing that experience with a person nearby, we were invited to share our frustration with the rest of the room.
It fascinated (but didn’t surprise) me how many of us were just downright frustrated by assumptions that have plagued us or our art. From exoticism and heteronormativity to common perceptions of art forms like opera, we were all frustrated about something. (The term “HULK SMASH!” was even used to describe one person’s feelings!) Read the rest of this entry »