Cultural communication - creative or offensive!

The incident of the crew of "The Yin Yang Road" using an ambulance to transport the cast to the premiere of the film showed subjectivity and lack of understanding, causing unpredictable consequences. Regarding the media, "The Yin Yang Road" is a film that exploits the theme of ambulance driving.

That's why the film's promoters came up with the idea of ​​using an ambulance as the highlight of the film's premiere.

Unfortunately, this seemingly “unique” action has caused public disapproval and violated the law. The price to pay for this ignorant act is punishment from the authorities, not to mention the negative consequences for the film itself.

The image of the cast attending the event in an ambulance caused controversy and outrage. Photo: VAN TUAN

In the era of technology explosion and fierce competition, PR (Public Relations - building public image) is a powerful assistant, especially for movies. PR does not decide success or failure but greatly affects revenue, playing the role of a bridge between producers, distributors and audiences.

Normally, the crew will build a communication strategy based on the film's theme. However, even a small mistake, even a slip of the tongue, can have serious consequences. Not only Am Duong Lo , but many Vietnamese films have also tasted "bitter fruit" because of incorrect PR or fallen into a media crisis at different levels.

In a broader sense, nowadays the abuse of tricks in advertising, excessive advertising, false advertising, exaggeration, etc. is widespread, especially in the era of social media explosion.

In early March, a group of young people carrying a coffin in a parade to create an effect and increase interaction for online clothing sales caused a stir in public opinion and were punished by the authorities. Previously, many artists and social media influencers were also involved in false advertising scandals, becoming a painful issue.

Unique, strange, shocking "tricks" for promotion are no longer strange. Many people will do anything to attract attention, even accepting to use "dirty media". At one time, the trend of forming boycott groups on social networks flourished, then gradually transformed into a sales tool when the incident "sunk". Likes, views, shares, followers... became the ultimate goal, because the increased number means increased profits. However, many cases had to pay a high price.

Recently, Quang Linh Vlogs and Hang Du Muc were fined 140 million VND for false advertising - "a candy is the size of a plate of vegetables". But until now, there are still many cases that have not been handled or the handling is not enough to deter. Is it because the medicine is not bitter enough that the disease has not been cured?

After all, communication and promotion in any field requires alertness and knowing when to stop. Especially with cultural products, communication must always go hand in hand with directing the audience to humane, positive values ​​that spread in the community. When chasing after crowd effects or sensational tricks, the line between creativity and offensiveness becomes fragile.

One wrong step can have unpredictable consequences, because “one wrong step can lead to a huge mistake”. Like playing with a sharp knife, if you are not careful, sooner or later you will hurt yourself.

HAI DUY

Source: https://www.sggp.org.vn/truyen-thong-van-hoa-sang-tao-hay-phan-cam-post788457.html