My first thought after seeing the video were “you got to be kidding me?” I quickly emailed my co-worker back and said “you have just wasted 5 minutes of my life that I will never get back.”
Yesterday Michelle Bono, Assistant to the City Manager, visited my class to speak about the changes coming to Gaines Street and FAMU Way and showed the class the same video I had saw a month ago. She described it as a “flash mob video.” I immediately went home and researched what exactly a flash mob was.
According to Urbandictionary.com a flash mob is describes as “A group of people who appear from out of nowhere, to perform predetermined actions, designed to amuse and confuse surrounding people. The group performs these actions for a short amount of time before quickly dispersing. Flash mobs are often organized through email and/or newsgroup postings.”
The first thing that I thought of after reading this is “what a great tool for PR practitioners to use.” Not only does a flash mob finds a way to interact with the public but it also can provide great media attention if done right.
But a drawback to a flash mob is the fact that it could possibly lead to problems such as violent riots or protest. Take a situation that happened on The University of Tennessee at Chattanooga where a flash mob was organized to celebrate the end of the semester. It quickly got out of hand as students got out of hand when students began to throw bottles as officers. (1)
Another flash mob in Philadelphia turned dangerous when Teenagers met downtown after receiving text messages. Ian Urbina of the New York Times described it as a “ritual that is part bullying, part running of the bulls.” Teens ran down the city of Philadelphia downtown streets assaulting each other and pedestrians. The teenagers also vandalize property throughout the downtown area. (2)
These examples show that flash mobs can indeed be dangerous but only in certain situations. I think that the Gaines Street video is the perfect example of how a flash mob should go. It should not be random, and appear out of nowhere as the definition describes. The Gaines Street example was well thought out and was executed perfectly. I’m sure Michelle Bono thought of everything to the last detail when planning the flash mob event including where traffic would be directed when you have 150 people standing in the middle of the street. The video now has well over 9,000 views and the message of the changes coming to Gaines is spreading across Tallahassee quickly.
I think it is fairly safe to say that when done right a flash mob is another very important tool added to a PR practitioner’s tool belt.
There are always good and bad effects a new piece of technology can have on a person or society. The production of the good and bad consequences is dependent upon the individual creating it. This is a prime example why PR practitioners should be held accountable for every single one of their actions, because danger can arise in any situation that is created by them.
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ReplyDeleteLevar, I think I'm going to have to disagree with you. I do not think that flash mob brings any harm. For one, the people who are a part of the "mob" must came together to recite a dance before it is performed. Now what happen in Tennessee I am not sure but you would have to consider all other factors: was it organized, was it school related, who threw the bottle (was he or she a student at the university, many things have to cross your mind before you write flash mob off as a hazard). For an example in my four year of attending FAMU there have been two on-campus shooting, one resulting in a star football player being hit. Each time the shooter was NOT a student at FAMU. We must be care before me put labels on "things". Personally I think the flash mob above all is a terrific idea if it's done THROUGHLY! The video of Tallahassee with Mayor Marks in my opinion was not executed. After all this is a marketing tool to invite everyone from around the country to come to Tallahassee and promote FAMU Way. When I see low budget work I ask myself, "self would a company like Disney or McDonalds put that video out" my answer is always no. Go hard or go home...
ReplyDeleteHello Levar, I think that Flash Mob could be a successful tool however, not by definition. From the definition you gave it seems as if flash mobs are random and unorganized and being a PR practitioner we do not wan't to leave anything to chance, everything we do should be carefully thought through.The concept on the other hand would be a great PR tool, but again it would have to be almost staged because we as PR practitioners have to think ahead. It is our job to plan for successful events, but also for situations that could arise.
ReplyDeleteI personally didn’t like the Gaines street flash mob video. There was something about it that didn’t seem organized or appropriate. Or maybe I just think it lacked creativity, I’m not sure but I do know that it was so bad it stuck. Maybe that was their point when they created the video. It seems to me that flash mob is the cheap and cheesy way out for companies to get their point across. The overall concept of getting the community involved in promotion in itself because they become informed while informing others. Once the video is launched they are able to promote it to family and friends who enjoy watching their loved ones on the screen. There is a lot of exciting opportunities associated with the concept of flash mob video; however, it is important that the production of it is not poorly constructed.
ReplyDeleteI must agree with the former Miss. FAMU candidate, Markashia! I hate hate hate watching low budget stuff especially when it comes from sources that I think has more money to do way better. The dancing, scenery, and the overall concept was just C O R N Y. I also think Levar should Sinnott research and look at the different circumstances behind the riots of the flash mobs. Because I don't think flash mobs started all those, it couldv'e been just a case of coincidence.
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