#Commoncore Video Supports ‘The Bad Boyfriend’ Theory
Peter Greene writes about Common Core in edweek.org and its ‘bad boyfriend’ problem. From The Common Core’s ‘Image Problem’ and Your Bad Boyfriend:
The common core has an “image” problem in the same way that bad boyfriends have “image” problems. The image’s problem is that it can’t stand up to reality.
He compares those Common Core problems that one sees in ‘bad boyfriends’:
- The crying kids
- The addiction problems
- The lies
- The money
- The blaming
- The not-working
- The delusional idealism
We can say that the standards has a growing image problem, or we could say that teachers and parents are having a growing problem with the reality of the Core. The trend of the surveys is clear—the more time people spend immersed in the Core, the less they like it. (Note that the Education Week survey, which shows slightly more positive numbers, is from Oct. 2013).
This fall has seen a renewed push on common core messaging (most notably the multi-million dollar Education Post), so clearly Important People are trying to address an image problem. But marketing won’t fix everything (New Coke, anyone?). When you’re having trouble selling people a second helping of poop salad, your problem is not marketing—it’s that you’re trying to sell poop salad. And buying your bad boyfriend a new outfit will not fix your relationship.
Six One Seven Studio may have found that out it has an image problem in marketing a terrible product when it rolled out its video ‘Grandad Learns About the Common Core’. It was a video that was supposed to show common core is not that bad but the viewers weren’t buying the PR message according to Facebook comments, now deleted on the Six One Seven Studio Facebook’s page:
The PR marketing firms are going to have a hard time defending the ‘bad boyfriend’ known as Common Core. When your product includes the traits described by Greene (the crying kids, the addictions, the lies, the money, the blaming, the not-working, the delusional idealism), you can’t rely on facts because they will work against your product. Not even the best spinmeister can spin this pack of half-truths. So how do the reformers respond to negative comments about the product? Just delete the Facebook comments of the people who know the facts about the initiative.
Six One Seven is just following the lead of the reformers: Marginalize and silence any opposition. However, they haven’t taken the comments off youtube…yet. They are aligned to the now deleted Facebook comments. Here are some reader comments and Six One Seven’s responses on its youtube channel as of September 13, 2014:
(click on graphics to enlarge)
This is a textbook example of how a marketing firm cannot save a faulty product. Aren’t you on the edge of your seat ready for the next video telling us more wonders of the Common Core State Standards Initiative?
Published September 13, 2014