His tone, his body language, his voice - he looks as if he’s been crying for the past 24 hours. This is a far cry from Logan’s usual, chaotic self. His videos got views - but they portrayed him as a hyperactive frat-boy at best, and downright disrespectful at worst. In his videos, Logan is brazenly breaking social norms like a caffeinated, unattended eight-year-old in the toy section of Walmart. On the other hand, his tone made his videos hard for anyone over the age of 12 to enjoy. It turned out the boisterous tone that made him big on Vine was even better for YouTube. Like many other “Vine famous” celebrities, he became a YouTuber after Vine was shut down in 2016 unlike many other “Vine famous” celebrities, he was able to stay relevant. Logan Paul became known for his loud and hyperactive skits on the six-second video sharing platform, Vine. Usually orchestrated by PR consultants, the most reasonable human beings on theīut Logan Paul isn’t a PR consultant - he’s a YouTuber. It short and direct have saved the bacon of many corporations. Techniques such as controlling the narrative, responding in 24 hours, and keeping “I don’t think it’s much different than a regular corporate apology, it’s just a different kind of corporation.” “ the same sort of thing as a corporate apology,” says Dooley. Sears has helped clients mitigate various sex scandals and financial scandals, while Dooley and his firm have done a ton of crisis communication and media training for clients over the years. I contacted two PR consultants to help me evaluate four different YouTube apology videos: former political communications consultant Nick Sears and President of Dooley PR & Marketing Adam Dooley. Ok, they’re not all that bad, but there’s way more bad apology videos than good apology videos. Here’s an example of what’s the average YouTube apology video ends up as: tears, excuses, non-apologies, and a request for likes. When they notice more people subscribing to the angry mob forming outside ofĪ YouTuber’s go-to method of damage control has become the “YouTube apology video.” Here’s what many of them look like: It would make sense for a YouTuber to apply proper issues management techniques YouTubers become brand names - and a good brand image is vital to that success. “We often hearĪ lot about people building their own brands on YouTube.” Matthewįlisfeder, an associate professor at The University of Winnipeg. Particular, has very much become part of the mainstream,” says Dr. A survey by The Harris Poll found that kids in the United States would rather grow up to make vlogs on YouTube than become an astronaut. Making YouTube videos for a living has become a completely viable career path over the past decade. From left-to-right: Logan Paul, Laura Lee, Sam Pepper, and Brooke Houts Sorry for what? An introduction to YouTube apology videos The four YouTubers on trial today. In public relations terms, this is a crisis - something that normally happens to big corporations. The first day of 2018 for all the wrong reasons. That’s the Logan Paul - one of the most popular vloggers on YouTube.įrom a now-deleted episode of his daily vlog that made international headlines on “I’m sorry Logang, this was supposed to be a fun vlog.” More commonly known as the “Suicide Forest.” As they suspected, it’s a corpseĭisturbed, including Logan - who continues filming as he attempts to cope with Towards the figure that seemed to float among the sea of trees in Aokigahara. “This isn’t a fucking joke guys, that’s a fucking person!” said Logan, the distressed tone in his voice marinated in fear and curiosity. His fixated eyes gaped as wide as the eyes on his fluorescent green “Hey umm… I really hate to say this… I think there’s someone hanging right there…” Some of the videos and descriptions are graphic.Ī Severe and Continuous Lapse in Judgement Content warning: this piece aims to critique upsetting content from YouTube videos, including suicide, death, sexual assault, racism, sexism, and animal abuse.
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