I do not like the current president, and I do like this sarcastic bumper sticker. But I’m not most people — and neither are you. So how would everyday citizens react to it?
Social research generally finds that everyday citizens are most responsive to environmental words and pictures that are wholesome, sentimental, and generally rated G. But I have never come across any rigorous research that specifically explores how nonexperts respond to messages that are sarcastic, snarky, and snide.
What’s your hunch?
And if you want to buy the bumper sticker yourself, click here.
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I wouldn’t call it rigorous research, but a marketing firm that we’re working with on a stormwater outreach message just tested a few ideas with focus groups. The participants did NOT favor the messages that were crafted to be irreverantly humourous/moderately sarcastic. I was surprised. Most of the committee (about 50 people) working on the issue had favored those messages. It certainly warrants some research!
Great blog…and great bumper sticker
I know of one sarcastic success story. The Clark Fork Coalition based in Missoula, MT led a campaign to get Milltown dam–which was very old and filled with toxic sediment from the copper mines upstream, dredged and removed. One of their tools CFC used was to post billboards all over town picturing a lovely lady from the 1950s, grinning her head off on waterskis. The billboard read “SKI MILLTOWN! IT’S TOXIC!” It got everyone’s attention, and the dam is being taken out.
I think the research is right on target — people “REACT” to fear and threats, but they “RESPOND” to hope and postivive action with a clear goal. Reactions are usually short-sighted, knee-jerk band-aid thumbs-in-the-dyke, while responses are usually thoughtful plans that involve multiple stakeholders and encompass long-term goals.
I have that bumper sticker and I love it! However, I have a personal tendency toward sarcasm that I leave behind when I put on my environmental outreach professional hat. Many years ago I grew tired of wagging my finger and telling people what they couldn’t do (don’t dump in the storm drain, don’t go off the path, etc.) and I began to develop classes and messages about positive steps people can take: build a rain barrel, use green cleaning products, etc. I believe these positive messages and the kind of language Eric insists we use are part of the reason for the current popularity of sustainable practices. My sarcastic side sees the irony of becoming trendy after a dozen years as an environmental educator, but I have every intention of using our popularity to deliver positive calls to action instead of indulging my personal love of sarcasm.
I have never had my mind changed by a sarcastic bumpersticker that promotes a view that I do not share.
The stickers that I agree with amuse me. The ones I don’t agree with just tick me off.