The commercial exploitation of one of the most successful of the “Hallmark Holidays” began as early as January with research into the evolution of lovers’ pet names for each other, published under the headline “Move over darling!” in the Daily Mail.
The research found that terms of affection such as “darling” and “sweetheart” have been superseded by more streamlined pet names, including “baby” and “love”.
These findings have far-reaching implications, according to the researchers (who, coincidentally, are a sex toy retailer named after two common pet names). “The ways pet names have changed over the years show we are getting even more affectionate towards each other and a little less formal,” said Lovehoney co-founder, Neal Slateford. “As a nation, we are learning to lighten up when it comes to love and sex. That has to be a good thing.”
If I were an online sex toy retailer, I’m sure I’d agree. That the survey produced media-friendly results of potential benefit to the company carrying out the research should in no way undermine the credibility of this online, self-reported and entirely subjective poll.
In covering the news for DN, I see many of these stories that LOOK and SOUND sciencey but are manipulated. The media item is pretty much concocted and promoted by the people who want the attention – businesses. This is very much sham inquiry – where you begin with the conclusion you want and work backwards finding “evidence”.
I found out just how ubiquitous this was when I signed up for a service called HARO – Help a Reporter Out. I wished to volunteer my expertise for any reporter who needed it. But that was NOT the goal of the site. The goal really was that you, as an expert selling a product or service, could get yourself in the public eye. It seemed a blatant example of this skewing of news into the consumer sphere. Their tagline is “Making News. Growing Business.” There’s no doubt that this can be used in a positive way. There is also no doubt that it is biased and will be mercilessly abused. This is the media today and why you need sites like this one.
Also check out Mike Marshall’s Bad PR blog for additional examples.
And his talk here.