engl 318 marketing portfolio

7/30/2019 ENGL 318 Marketing Portfolio

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CAROLINA

PERFORMINGARTS

The Rite of Spring at 100:

Reaching the Student Demographic

Marketing Portfolio Sydney Stegall Revised: December 11, 2012


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Table of Contents

Meme Identification........................................3

Market Analysis........................................5

Executive Summary........................................8

Memes........................................10

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Project Evolution & Concluding ThoughtsAs the meme project developed, I took into account the ideas of my fellow interns. My marketing

strategy (including placement locations and the timeline) have evolved as a results of these

interactions to be both more general and less critical.

Many interns had innovative placement strategies and ideas for circulation, but the primary challengefor many among my cohort seemed to be creating memes that were understandable to a general

audience. Many of their memes included references to the riots that occured at the original 1913

performance or to Stravinsky; however, most potential viewers in my target group do not have the

cultural knowledge to get these references.

To diverge from my fellow interns strategies, I have attempted to exclude all references to The Rite

of Spring that require extensive prior knowledge. For this reason, I have not included the names of

performers other than Yo-yo Ma, possibly the most widely-known performer in attendance. While thedetails included in other memes increase interest and humor, if students do not understand the

meme quickly, they will not give it a second thought. To use Salingaross terms, novelty does not

propagate as well as simplicity.

I also made the careful decision not to include memes that alienated viewers. Many memes mock

viewers who do not abide by certain cultural ideals. For example, the Musically Oblivious 8th Grader

meme might be appropriate to the Rite of Spring because it addresses music; however, if the girl is

mocked for her lack of knowledge of the Rite of Spring, more viewers may identify with the oblivious

8th grader than with the implied rhetor, the musically-aware. Viewers that identify with the mocked

individual might feel antagonized and alienated from The Rite of Spring.

In conclusion, my memes provide a positive, motivating introduction to The Rite of Spring for viewers

without prior knowledge of the events.

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