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SOCIAL_Commentary_Vol.1

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SOCIAL_Commentary_Vol.1

Matt Klein
Feb 21
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SOCIAL_Commentary_Vol.1

zine.kleinkleinklein.com

SOCIAL_Commentary is a reading of our memes — theorizing what they say about the zeitgeist — an expression of collective truths.


Twitter avatar for @TerribleMaps
Terrible Maps @TerribleMaps
World map according to fish
Image
8:05 PM ∙ Nov 26, 2022
563,030Likes40,854Retweets

Your perspective isn’t the only one, nor the right one.

There is no “right” one.

Just yours.


Twitter avatar for @proletarat
tara @proletarat
When I used to work at Starbucks our store policy was to decaf all cops
9:03 PM ∙ Sep 27, 2022
149,824Likes6,221Retweets

Real or not... Equipping everyone with social platforms over the last decade has pulled back the curtain on service-based employment — we now have access to behind the counter shenanigans few were ever aware of. It’s been a regain of social control. The voice at the drive-thru is not just a voice but a real person... one with power.

But then there’s the other side of this: the flurry of YouTube videos and TikToks over the last decade of those who torment drive-thru workers from the safe distance and protection of their cars. At best, it’s been mildly entertaining, and at worst: a startling look at class warfare treated as a joke.


Twitter avatar for @ISASaxonists
Axel Folio, PhD, a half Black/ half brown hobbit @ISASaxonists
If you are gonna do conspiracy theories go big or go home.
shire and hobbit house in top left. top right is the tellytubby house

middle left is 4 hobbits. middle right is 4 tellytubbies

bottom left is the eye of Sauron. bottom right is that freaky baby in the sun from tellytubbies.
2:35 AM ∙ Sep 29, 2022
327,983Likes41,074Retweets

Look long and hard enough and you’ll find patterns in everything.


Twitter avatar for @vomit_queen
caroline (evil) @vomit_queen
Wes Anderson should STOP making movies and START designing high concept putt putt courses in the myrtle beach area
11:03 PM ∙ Sep 28, 2022
64,897Likes3,692Retweets

This is “branding.”

There’s an incredible Godin quote: Imagine if Nike made a hotel. Now imagine if Marriott made a sneaker.

We can picture that Nike hotel. The latter, not so much.

This difference is branding.

Nike has a brand. Marriott does not. Name three distinct characteristics between Marriott and Hyatt. You can’t.

You can’t because they don’t have a brand.

Wes Anderson’s aesthetic is a brand. Consistent differentiation.

This is what anyone building a brand should aspire to.


Twitter avatar for @alex_abads
alex @alex_abads
they’re blossom status at white lotus resorts
Image
1:48 PM ∙ Dec 6, 2022
464Likes15Retweets
Twitter avatar for @blockbustedpod
Houston Coley @blockbustedpod
when will they fight
Image
Image
11:12 PM ∙ Jan 23, 2023
16,129Likes1,661Retweets

I’m forecasting a future of cross-overs.

As our entertainment becomes increasing made of franchises (TV, film, and video games), IP will require new strategies to stay fresh and keep audiences engaged.

The solution will be to nod to other established IP.


Twitter avatar for @EwdatsGROSS
1984’s George Whorewell @EwdatsGROSS
When my therapy session ends and I didn’t say anything to make them think I need a new pair of grippy socks
Image
2:51 PM ∙ Sep 27, 2022
4,392Likes340Retweets

(It’s hard to tell as we’ve never been here, but...) it feels like we’ve been effectively destigmatizing mental health over the last decade. Especially the last three years.

Is this what peak normalization feels like? Winking about being hospitalized?

How do we like this new comfort?


Twitter avatar for @OrwellNGoode
Orwell & Goode @OrwellNGoode
Image
11:26 AM ∙ Sep 17, 2022
132,542Likes9,395Retweets

We often forget these rules were made up. New ones can be too.


Twitter avatar for @DylanAbruscato
Dylan Abruscato @DylanAbruscato
Image
6:55 PM ∙ Dec 22, 2022
2,091Likes126Retweets

Put this in the time capsule.


Twitter avatar for @BasisOfCulture
Lord of Leisure @BasisOfCulture
Image
6:46 PM ∙ Sep 16, 2022
56,948Likes3,250Retweets

I’d challenge us to realize kids are increasingly getting exposed to fucked up shit online as tech adoption trends younger.

On one hands it feels like an ubiquitous coming of age phase as one grows up online.

On the other, it feels completely unnecessary, preventable and has no imaginable net-positive outcome.

Social media scarring is purposeless. Why do we accept it?


Twitter avatar for @milkjuus
🥛🧃 @milkjuus
BeReal but it randomly takes a screenshot of your phone instead
Image
8:09 PM ∙ Jan 18, 2023
929Likes28Retweets

We don’t actually want authenticity. We want to want it.

We don’t want a lot of things as bad as we say we do. More often than not, we just want to want things.

This phenomenon explains a lot: from failed diets to productivity app obsessions. People who spend more time developing a Notion ecosystem than using it want to want to be productive. But, alas, they’re not.

Same goes for our unopened Headspace apps.

As marketers and makers alike, how do we service the want to wanters vs. the true wanters? And how do we nudge the want to wanters to finally just want it?

No one wants an app predicated upon authenticity. We want to want that.

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SOCIAL_Commentary_Vol.1

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6 Comments
Adam Arola
Feb 21Liked by Matt Klein

I love the branding example. I always tell the folks I mentor that “X” has a brand if something specific that comes to mind when you ask yourself, “what does it mean for something to *feel* like [insert brand]?” If you can’t even begin to answer the question, they probably don’t have one.

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1 reply by Matt Klein
Angie Meltsner
Writes Fresh Digs from Tomato Baby
Mar 17Liked by Matt Klein

Loved this, looking forward to more volumes 🙂

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1 reply by Matt Klein
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