At the risk of beating a dead horse I’ve decided to post my final thoughts on the manufactured controversy around the Indianapolis Convention & Visitors Association’s Super Bowl Shuffle parody video that was released several days ago. Links to the video and negative commentary about it started populating my Facebook feed and Twitter timeline on Tuesday night and by Wednesday afternoon, the self-fulfilling prophecy came to pass and the video made “national news” when Deadspin posted a story about it.
I spent too much time on Wednesday debating various points relating to the video with people I like and respect on Facebook and Twitter and went to bed thinking that everyone who had wound themselves up unnecessarily were coming back down and that the story would go away. This feeling was reinforced by the fact that the ICVA removed the video from YouTube.
Then I picked up the morning paper and saw that my former colleague Erika Smith – another person I like and respect – was continuing the flogging on the front page of the Indianapolis Star. Having already moved from confusion to annoyance to rage in my interaction with the anti-video contingent, I set the newspaper down with a sigh and decided that I would would not read, listen to, watch, anything about the situation for the rest of the day (or ever?) nor would I speak about it with anyone.
That embargo lasted a few hours until it came up in conversation with a friend and I started raging all over again. Now that we have some distance from the initial flare up and I’ve had a chance to talk with the wonderful people at the ICVA about this and many other things I decided to sit down and organize my thoughts on the matter for posterity (and for people who don’t have the time or patience for social media flamewars).
Mistakes were made. But making the Super Bowl Shuffle video wasn’t one of them.
Many of the people who saw the video thought it was hokey, unfunny, or worse yet, offensive. I’m not going to sit here and say that the video was the best or funniest thing I’ve ever seen. But I seem to be one of the few people who understood one crucial point; my opinion of the video is irrelevant, immaterial because I am not the target audience.
The target audience, the people the video was made for, are meeting planners and convention industry professionals who are meeting in Chicago, hence the Super Bowl Shuffle schtick. The video was not made by the ICVA to promote Indianapolis to the general public. It was made to be a business-to-business marketing piece, one step removed from an internal communications video for sales or training. Which brings us to the first mistake; making the video viewable to the public.
I wasn’t in the room when the decision was made. If I were, I would have suggested that the video be set to private to ensure that only the target audience would see it. Not because the video is anything to be embarrassed about, but because of the potential for people who aren’t part of the target audience to get ahold of it, take it out of context, blow it out of proportion, and force you to respond to baseless complaints, which is precisely what happened.
Which brings us to mistake number two, and this one is on you. The video found its way to your virtual doorstep, you watched it, you didn’t get it (because it wasn’t made for you) and rather than ask what its for or why it was made (which was actually explained in the initial news release that was read on WFYI), you posted it to Facebook, and Twitter. “OMG this video is so bad WTF they’re setting the city back 100 years!!11!!!11!!!” Then you throw your hands up exasperatedly when the video ends up being mocked on a national blog a few hours later. Do you know WHY the video became a trending topic, a meme, a brief national punchline? Because you and all of your friends and all of your friends’ friends shared the video talked about it all day.
If you thought the video represented Indianapolis so poorly, why would you want the whole world to see it? Virality is enabled by sharing. When ideas, stories, links aren’t shared, they don’t spread. The ICVA made a video for meeting planners. You made it a meme.
I suspect that it has more than a little to do with Hoosiers’ deep seated feelings of inferiority. People want to distance themselves from things they don’t like about Indiana history and culture so they point fingers, sneer, and build straw men to let everyone know how smart, stylish, and sophisticated they are. But the cities these people want Indianapolis to be compared to don’t collectively wring their hands and fret about what we think of them, why should we lose sleep worrying about what they think of us?
Geography does not impart value on a population. Someone who lives in Brooklyn is not more important than someone who lives in Indianapolis simply because of their zip code. Someone who lives in Austin is not more important than someone who lives in Indianapolis simply because the live music scene is really strong there. Someone who lives in Portland is not more important than someone who lives in Indianapolis simply because they have light rail and finely cultivated facial hair.
Indiana is a diverse mix of intellectuals and corn pone hillbillies, farmers and engineers, creatives and laborers, progressives and conservatives. We are rural, suburban and urban. Claiming that any one of these archetypes can be held up as an example of everything that is right or wrong with Indiana is as silly as attempting to do the same with a random sampling of Manhattanites. All of us spend most of our lives eating, sleeping, working, going to the bathroom, doing laundry and checking Facebook. That experience is mostly the same no matter where you live. Yes, there are lots of cool, unique, interesting aspects of living in the places I mentioned above. There are also lots of cool, unique, interesting aspects of living here. But until we really own our history, our culture, and our geography, we’re going to be on the defensive.
Which brings us to mistake number three. If the ICVA made a mistake in pushing the video out to the world at large it followed it up with a bigger mistake and that is the decision to temporarily remove the video from YouTube. Taking the video down is an admission of sorts, an acquiescence to the will of the mob. In this instance – as in most instances – the mob was wrong. I would rather have seen the ICVA stand its ground, explain its position, and refuse to apologize for doing something that wasn’t wrong. This was a fantastic opportunity for the organization to educate the city on what it does and I don’t think that they capitalized on it. Is it the end of the world? No.
Because no part of this situation will have a real and lasting impact on the future of this city or the way the rest of the world perceives us. Not the video, not the exaggerated provincial response, not the start/stop decision to publish video, none of it. What would have an impact on the future of this city or the way the rest of the world perceives us is if all of the people who care so passionately about this city and how it’s perceived sat down at the table with the ICVA and learned about what they do, how they do it, and why they do it. If the critics of this particular video have something constructive to offer, and I think that some of them do, then the ICVA can do an even better job of attracting visitors to Indianapolis and we all win. Whadd’ya say?