Paradigms and Their Servants

Matt has a post in which he points out the folly of the advertising agency that does not post their work on YouTube. His point seems painfully obvious, and yet, as he points out in his post, many do not. As to why this is the case, I think Thomas Kuhn’s watershed “The Structure of Scentific Revolutions” offers a simple explanation. Basically, those whose life’s work has been in the service of a particular paradigm are understandably reticent about the possibility of having that paradigm overturned.
Marketing blogger, CoolzOr provides an example of this in action. He has been served a DCMA notice from YouTube because he had posted a PSA about drunk driving which British ad agency, Lyle Bailie International cited as a copyright infringement. What does Lyle Bailie think they have accomplished by this, except to have limited the reach of a PSA about drunk driving, and demonstrated to the world that they are bullies?
Anyway, I’d wager it is exactly this kind of old-paradigm thinking that provides the space for early adopters create novelty while the incumbents sit by and watch.
h/t – Ilya Vedrashko at the MIT Advertising Lab blog

2 thoughts on “Paradigms and Their Servants

  1. The only excuse I can imagine for this must be usage issues–payment to talent in the spot (which admittedly I have not seen, but probably has people in it, right?). And while I agree that the more eyeballs the better for any message, actors get paid per view of a TV spot (or ad placement, wherever, however). YouTube has no way of reimbursement for this, and if your income is generated thusly you might object as well. The ad agency (via the talent agency) can actually be held financially liable for talent payments and thus it might be legally unwise to allow posting on things like YouTube, especially in our lawsuit-happy nation. Hey, if I was an actor and not getting my residuals off something that was viewed a million times, I’d be pissed.

  2. Caroline,
    That payment model is inextricably entwined with the outgoing paradigm. I propose that it too will pass. Anyway, if your conjecture is true and the talent is complaining about the appearance of the spot on the intarweb, it seems to me that they too are demonstrating their shortsightedness. Does the talent not also benefit from greater exposure?
    Other dear readers,
    Please visit Caroline’s site and check out her blog. I am fortunate to be able to enjoy one of her pieces that sits in Matt’s workspace here at the office. Anyone who appreciates thoughtful art should know about her, IMHO.

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