Stupid

The impossible hamster & RSAnimate: thoughts on “nubs”

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httpvh://www.youtube.com/watch?v=Sqwd_u6HkMo

Yesterday, the New Economics Foundation released this video to support their report about the irreconcilability of the idea of sustained economic growth with the idea of sustainability itself,  Growth Isn’t Possible. It’s made by Leo Murray, one of the makers of The Age of Stupid and the short film  Wake Up Freak Out.

The Impossible Hamster is a clever way of drawing attention to an idea, using a short viral video. In some circles this would be called an agit-nub, nubs being “short videos that explain or bring an idea to life“.

In the last couple of years, nubs have increasingly become the means by which new ideas are spread around the web. They encapsulate how the web works; by making them embeddable, they become a freebie for other content producers. Spreading ideas and messages on the web is about reciprocity; you have to give in order to receive attention.

Nubs raise a few questions. Firstly, at the moment wit is still prized as much as quality, but will the increasing standards of advertising viral videos begin to crowd out the more low-fi productions like Leo Murray’s? Take a look at this ad about the persuasive technology of a musical staircase which turns out to be an advertisement by Volksvagen. Made to look low-fi by the adevertising agency DDB Stockholm, it became one of the most successful virals of last year. Advertisers are spending increasingly large sums producing these virals.

Secondly, if nubs are the repository for political messages, will we soon have “nub wars”? As somebody in the office pointed out the moment they saw The Impossible Hamster, a climate sceptic might have made a video of a hamster growing not only fat but clever enough to start building new worlds.

Thirdly, do they respresent a kind of Darwinism of ideas; if an idea is not reducible to a three minute nub will it become worthles?

Myself, I don’t think so. I think their mix of expression and intellect makes them an incredibly powerful new genre.

On the last point, the RSA’s own RSAnimate series shows that nubs don’t need to be reductionist. Take a look at Matthew Taylor’s Left Brain Right Brain which is just out this week:

Look out for new videos coming up on the new RSA Comment pages:http://comment.rsablogs.org.uk/

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End Games | review: The End of the Line

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Caleb Klaces writes: The Age of Stupid uses a dramatic, fictional character to frame a series of apparently disparate contemporary documentaries. Pete Postlethwaite’s man on a chopper looking back from the future, as well as pithy animated sequences explaining the scientific, economic and sociological facts and figures, connects the people …
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George Monbiot, Franny Armstrong, The Age of Stupid at RSA May 22

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As part of the national launch of The Age of Stupid we’re having a special screening here at the RSA on May 22. Afterwards George Monbiot, director Franny Armstrong and Dr Richard Betts of the Climate Impacts research unit at the Met Office will be joining a discussion that will be broadcast via the web to other cinemas around the country. The event is free but you must book. See RSA Arts & Ecology for more details.

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Interview with activist/video maker Leo Murray

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I’ve just posted an interview that Caleb Klaces did with Leo Murray for on the main RSA Arts & Ecology website. Murray did the clever little viral video Wake Up Freak Out – Then Get a Grip which has been doing the rounds on the net.

Art has the ability to move people in a way that nothing else does. In the world we live in today, screen media is the most prominent cultural feature. People spend the majority of their waking hours staring at screens (computers and TVs), which gives you a clue if you’re trying to propagate social change. If you don’t try and come at people through their screens you’re just standing behind them tapping them on the shoulder saying “Hey, over here…”. It’s really clear that there’s no way to bring about the social change that we need to deal with climate change without the use of screen media. Aside from mass media, I’m pretty certain that The Age of Stupid [which Murray animated the first three minutes of] is the most powerful tool to motivate people around climate change that exists now. It does the opposite of what I do in my film, it barely addresses the science at all. It’s set in the future and uses narrative to suck you in. Taking a historical view seems a very productive perspective…

Read the whole interview.

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