Kidult Content Network Deep Dive Report

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The Kidult Content Network contains two equal and opposite elements that are evident in manifestations across popular culture -- adults connecting to their inner child by adapting mediums meant for younger audiences and, conversely, kids connecting to their inner grown-up. The Kidult Content Network is driven by major social, economic and cultural shifts, most notably the financial crisis, recession and slow economic recovery we are living through. Technology and changes in media distribution are also key drivers of Kidult culture. Download our report now to learn more about the implications of the Kidult Content Network on society, social systems, and brand communications.

Transcript of Kidult Content Network Deep Dive Report

  • Content Networks: Deep Dive Report Kidult: Fall 2012Thursday, October 11, 12
  • Introduction Introduction At sparks & honey, we synchronize brands with culture. Using a proprietary cultural mapping platform, we track and identify cultural bursts and trends in real time, score their energy level, project their lifespan and analyze their cultural resonance. This data is aggregated into what we call Content Networks. Content Networks are a mapping system used to model and understand dynamic, interconnected webs of cultural activity. These Content Networks help brands understand and connect with popular culture in order to make more strategically informed business decisions. We are monitoring for both signals of longer term change and fast moving cultural buzz. This enables us to identify both cultural waves that are ripe with immediate opportunity (Fast Culture) and longer term shifts that will play out over time (Slow Culture). Examples of Fast Culture include: fads, memes, fashion, viral content, natural language, trending topics, news events and micro trends. Slow Culture includes: macro trends, consumer behaviors and movements that have cultural impact over a period longer than 3-6 months. sparks & honey makes no claim regarding ownership or trademark of the language used to name or describe the Content Networks herein. Any usage of similar language by other individuals or organizations is purely coincidental. 2Thursday, October 11, 12
  • About The Kidult Content Network Report Introduction We invented the concept of Content Networks as part of our Wave Branding offering and have identied a total of 56 dynamic Networks that are most resonant in popular culture today. We monitor online sharing and conversations, media stories and specialized inuencer groups to understand the energy levels of each Content Network and discover examples in real-time. This document takes an in-depth look into the Kidult Content Network, which has been bursting with energy over the past 180 days. The trends and insights in this Deep Dive Report are valuable for marketing and media professionals, product strategists and anyone running a business seeking to be culturally relevant. This research can help guide your decision making process and strategic thinking over the next six months. 3Thursday, October 11, 12
  • How To Read This Report Throughout this report you will see icons representing Energy, DNA and Prediction Scores*. These scores can help you contextualize the information and examples in this document. ENERGY SCORE The energy score is rated on a scale of 1-5. It is represented by these icons: DNA low high science as play myth busting The Energy Score is the speed deconstruction and volume of buzz and reach of the example. alternative methods +5 more PREDICTION SCORE The prediction score is rated on a scale of 1-40. It is represented by these icons: A unique set of attributes that describes each example. short long The Prediction Score reects potential duration or life of the example. *The scores contained in this report are reective of energy levels as of October 9, 2012. All scores are dynamic and change over time. 4Thursday, October 11, 12
  • DNA Kidult Kidult nostalgia immature adult social commentary clever child Adults connecting to their inner child by adapting mediums meant for ENERGY PREDICTION childhood dreams younger audiences and kids connecting to their inner grown-up. +21 more 5Thursday, October 11, 12
  • About Kidult The Kidult Content Network contains two equal and opposite elements that are evident in manifestations across popular culture -- adults connecting to their inner child by adapting mediums meant for younger audiences and, conversely, kids connecting to their inner grown-up. The Kidult Content Network is driven by major social, economic and cultural shifts, most notably the nancial crisis, recession and slow economic recovery we are living through. Technology and changes in media distribution are also key drivers of Kidult culture. For adults, the pervasiveness of bad news has led to a greater desire for an escape from reality in the comforts of childish things. But just as fragmentation of media and new distribution channels have made news ever-present, so have these trends driven an explosion of content and information that is decidedly childish.YouTube is rife with Kidult content that once upon a time may have been considered too fringe or too immature for major media outlets to produce: animations with adult themes; rst-person narrative accounts of childish pursuits;and child-like experiments that take toys and games to a whole new level of sophistication. Likewise, changes in the media landscape have meant that children are introduced to mature content and themes much earlier than previous generations. And for this emerging generation, for whom media has always been a two-way street, a natural outgrowth of consuming adult content is to join the dialogue and speak up.For todays children, participating in media has led to a greater sense of activism and participation in the adult world at large. About 25 Percent of Adult Children Live 12-Year-old Steers Car to Safety After Dad at Home with Their Folks Has Seizure on Highway Barack Obamas Campaign Scoring Points with Video Gamers Street Pong Mattels All-Pink Cruise Line for Barbie Fans 6Thursday, October 11, 12
  • Seth MacFarlane to Host Oscars Lego Teenage Mutant Ninja Turtles Official CollectionImages are hyperlinked Marching Band Halftime Show: Video Games Presidential Debate Spawns Campaign to Save Big Bird 7 Thursday, October 11, 12
  • LEGO Teenage Mutant Seth MacFarlane to Ninja Turtles Official Host Oscars Seth MacFarlane, creator of Family