Last week Target made headlines in Canada for all the wrong reasons. The story arose because a few customers (or guests as Target likes to call them) snapped a picture of two pairs of kids pajamas inspired by popular DC Comics superheroes. One pair featured the message “Future Man of Steel”, the other pair stated, “I Only Date Heroes”.
While not trying to debate the suitability of a young girl’s pajamas inscribed with messaging about who they may or may not want to someday date, there can be no doubt that the resulting Twitter and online outrage was stoked by the contrast between the two messages – the picture of the PJs (which went viral) was clearly taken to maximize the difference between how consumer society treats little girls and little boys – little girls should want to date heroes and little boys should grow up to be heroes. Of course, this is offensive to many.
When I visited my local Target store this week, I was surprised to see that there were in fact a bunch of other pajama choices in this DC Comics line – a girl’s set with the message “Cuttest Hero Ever” and a boys set stating, “I Spent Nine Months in the Bat Cave” to name only two.
When you see the all the messages, it suddenly didn’t seem quite as misogynistic.
Troubling is not that the photo went viral on social media (individuals presenting a skewed subset of the facts to support their pre-existing position is nothing new); troubling is that the mainstream media jumped on this story without seemingly knowing all the facts – happy to echo the message initiated by a handful of online influencers who had not presented a fair and balanced story to begin with.
The cynical view is that we have no one to blame but ourselves – online news sources (and newspapers especially) have struggled mightily to replicate the revenues they derived from their journalistic efforts in the pre-digital world. Consumers have consistently rejected their online business models, seemingly expecting to get content for free In fact, publishers have increasingly turned to revenue models which blur the line between editorial independence and sponsored content, This can’t end well.
But at the heart of every problem, lies opportunity. Social tools have emerged which designate influence (Topsy). and allow for social sourcing of news (Hubub) in a potentially more balanced way. Other services, like Newsie (which was acquired by Linkedin in July) scan the Internet for mentions of anyone in your social networks, Flipboard and Pulse (also acquired by Linkedin) aim to give your social feeds a more magazine-like look and feel. In fact, social platforms like Linkedin are increasingly focusing on the publishing content as a strategy for engaging and retaining users. Will Linkedin tomorrow be the Forbes of today?
Whether its kids pajamas, politics, sports or any other issue worthy of public attention and discourse, two things are clear – the very nature of content is changing and the killer app is still waiting to be developed. The next great online CEO may be the one who figures out the dichotomy of providing quality, objective content that consumers are willing to pay for.