2015, personal branding, Social Media

Wrecking Ball: Miley Coyote

Note: This blog piece was written October 20 2015 but has been migrated onto a new site. This particular piece was part of a series of blogs by guest writers on their social media personas. This one is mine.

My first experiences with social media were limited to adding university pals much in the same way I collected passport stamps. Then, like an intelligence agent, sifting through the photos my camera-happy friend tagged me in. Other than that, my timeline was a bit of a ghost town.

In fact, I resisted social media at every turn. I thought it was vain, superficial, and most egregiously, gave us a false sense of connectivity with other humans (and the occasional cat).

Now, I spend my days blogging about the importance of an online presence and even worse, I help people find their inner twitter bug. Gross!

So I am of two minds. On the one hand, I am a huge judgmental naysayer. On the other hand, I am incredibly motivated by our interactions via social media. It has become a huge source of information for my consulting and I think, made me a little braver. With that inherent rebelliousness and a now an actual business need to use social media  – I’ve decided to give my social media persona a name. Her name is: Miley Coyote. The meaning of social media is not love or hate – its those rare moments where the two come together to share a new meaning altogether.

The 9 Golden Rules of Being Wile E. Coyote: Committed for Life

The creator of Wile E. Coyote and the Road Runner, Chuck Jones, had 9 golden rules when producing each episode. Stay with me. To understand Miley Coyote we must first look at the coyote (moon howling is obligatory).

  1. The Road Runner cannot hurt the coyote.
  2. No outside force can harm the coyote except the backfiring ACME products.
  3. Coyote was driven only by his fanaticism – otherwise he could stop at anytime.
  4. The only dialogue is “beep beep”.
  5. The Road Runner can only be on the road.
  6. All the action can only take place in the setting of a generic southwest American desert.
  7. All materials, weapons, tools, or products used must be purchased from ACME Corp.
  8. Whenever possible, make gravity coyote’s biggest challenge.
  9. The coyote is always humiliated by his failures rather than injured.

These rules not only dictate how the world of this cartoon works, but also how the characters can be expected to behave inside it. So why is this cartoon so engaging? Is it because each episode is predictable and therefore we don’t have to use our noggin or is it for some other reason? Before we explore that further let’s look at a creature far less appealing with a seeming disregard for anything shaped like a rule.

An Unlikely Advocate

Miley Ray Cyrus has been dubbed a social media dominatrix. Her behaviour on and offline is not dictated by the social rules set forth for any of the “normative” roles she is partakes in: female, pop star, fashionista, celebrity. Like a horror movie, we enjoy the gore, fear, and suddenness of it all.

But wait! A dominatrix follows rules as well, she just creates them herself and enforces them on willing participants. A horror movie still scares us even though the genre is as predictable as an episode of The Road Runner. Why? Because both require two things:

  1. Willing submission for the pleasure of involuntary reactions
  2. Suspended disbelief

In horror movies (you can make the kink comparison yourself I’m sure), despite us knowing whats waiting for us, we allow ourselves to fall into a space of submission. We want to be startled, scream, see gore beyond what we could handle in real life, and feel the suspense and fear of the characters themselves. In order to have these reactions (in fact, which we pay money to have) we have to suspend our disbelief. We have to believe the coyote will continue to hunt the Road Runner despite numerous injuries and a track record of irrefutable failure. We have to make room for the irrational decision of the lead character to go into the creepy basement where the noise is coming from.

So how does this apply to social media?

Credibility Isn’t Cheap

Coyote is the masochist to Miley’s sadist. Is social media not just the same thing? A balance between pain and pleasure, love and hate, appropriate and inappropriate? But how did these two characters become credible sources of this behaviour? Consistency. Sure, Miley flaps around like she makes her decisions via magic eight ball but the truth is, her social media persona is as formed, as branded, as committed as Wile E. is to the rules of Chuck Jones. The credibility of a persona relies on key indicators that amount to an authentic being. The most important one being consistency.

This is no easy thing. Yes, sometimes being on social media can feel superficial and disconnected. The way I see it – it’s a costume in a play. I ask people to give me willingness to submit and I ask people to suspend their disbelief. But I do it in exchange for a story. I use my persona or character as a vehicle to communicate complex relationships. Even if it is to demonstrate the complex relationships we have with ourselves. In the space where Miley and Coyote come together we learn about the similar truths existing in seemingly contradictory characters.  Some of the most abstract art produces the most authentic feelings.

Sometimes I rant, sometimes I share content I feel strongly about, sometimes I laugh at the very things that inspire me, sometimes I choose to leave out a very specific element of myself to make the story stronger. My in between truth – I am an explorer. I do not sit comfortably in the middle. I need to engage every part of myself on every platform available to me. I just don’t like to do it all at the same time.

My brand is Miley Coyote. Whats yours?