Power Woman Content Network Deep Dive
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1 Content Networks: Deep Dive Report Power Woman: Fall 2012
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The archetype of the strong woman is experiencing a cultural renaissance and an entirely new image of womanhood is emerging in the media. She is characterized by being strong minded, balancing both female and more typically male qualities. Women are proving that they don’t just gain strength through their sexual power, but also through their gutsy behaviors. These strong women speak up and stick together as the enclosed trending examples will show you.
Transcript of Power Woman Content Network Deep Dive
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Content Networks: Deep Dive ReportPower Woman: Fall 2012
At sparks & honey, we synchronize brands with culture.
Using a proprietary cultural mapping platform, we track and identify cultural bursts and trends in real time, score their energy level, project their lifespan and analyze their cultural resonance.
This data is aggregated into what we call Content Networks. Content Networks are a mapping system used to model and understand dynamic, interconnected webs of cultural activity. These Content Networks help brands understand and connect with popular culture in order to make more strategically informed business decisions.
We are monitoring for both signals of longer term change and fast moving cultural buzz. This enables us to identify both cultural waves that are ripe with immediate opportunity (Fast Culture) and longer term shifts that will play out over time (Slow Culture).
Examples of Fast Culture include: fads, memes, fashion, viral content, natural language, trending topics, news events and micro trends. Slow Culture includes: macro trends, consumer behaviors and movements that have cultural impact over a period longer than 3-6 months.
sparks & honey makes no claim regarding ownership or trademark of the language used to name or describe the Content Networks herein. Any usage of similar language by other individuals or organizations is purely coincidental.
Introduction
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Introduction
We invented the concept of Content Networks as part of our Wave Branding offering and have identified a total of 56 dynamic Networks that are most resonant in popular culture today.
We monitor online sharing and conversations, media stories and specialized influencer groups to understand the energy levels of each Content Network and discover examples in real-time.
This document takes an in-depth look into the Power Woman Content Network, one Content Network that has been bursting with energy over the past 180 days.
This Deep Dive Report is for marketing professionals, researchers, innovation specialists, and trendsetters, and should be used to guide marketing teams and inform strategic thinking over the next six months.
Introduction
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About The Power Woman Content Network Report
Throughout this report you will see icons representing Energy, DNA and Prediction Scores*. These scores can help you contextualize the information and examples in this document.
How To Read This Report
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ENERGY SCORE
low high
The energy score is rated on a scale of 1-5. It is represented by these icons:
DNA
PREDICTION SCORE
short long
The prediction score is rated on a scale of 1-40. It is represented by these icons:
A unique set of attributes that describes each example.
The Energy Score is the speed and volume of buzz and reach of the example.
The Prediction Score reflects potential duration or life of the example.
*The scores contained in this report are reflective of energy levels as of August 21, 2012. All scores are dynamic and change over time.
women’s firstsfemale warriorsstrong womengender stereotypesfemininity+9 more
Power Woman ENERGY PREDICTION
fearlessevolved thinkingachievement toughintelligent +9 more
Power WomanThe archetype of the strong woman is experiencing a cultural renaissance and an entirely new, positive image of womanhood is emerging in the media
DNA
About Power Woman
The Power Woman is strong-minded and balances traditionally feminine qualities with traditionally masculine qualities. More and more frequently in popular culture, we are seeing examples of women who embody life-balance, confidence and dominance. The Power Woman displays strength through her trailblazing behavior and speaks up against oppression.
Power Women stick together as a necessity in a world where women are often objectified, put down, left behind or doubted. They understand that in order for women to move forward in society, they cannot afford to compete with each other but instead need to work together on behalf of one another. This understanding has helped establish a sisterhood with the capacity to speak up on behalf of women everywhere.
In both fictional and real world examples, the positive archetype of the Power Woman is being manifested in a growing number of areas throughout culture. We expect to see sustained energy and momentum within this Content Network over the next year.
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Gabby Douglas
Texts from Hillary
Beyoncé
Seventeen Magazine Photoshop Petition
Ashley Judd #puffyface
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Augusta National Golf Club Adds First Female Members Brave’s Princess Merida
Marissa Mayer: Yahoo’s New CEO Olympic Women’s Boxing
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Examples
Marissa Mayer:Yahoo’s New CEO
Olympic Women’s Boxing
Augusta National Golf Club Adds First Female
Members
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Brave’s Princess Merida
The heroine of Disney's Brave is
determined to chart her own path.
Through her bravery - and archery
skills - she leads her kingdom in
breaking a beastly curse.
For the first time in its 80-year
history, Augusta National Golf Club
has extended invitations to women.
The club invited former Secretary of
State Condoleezza Rice and South
Carolina financier Darla Moore to
become the first women in green
jackets when the club opens for a
new season in October.
After achieving success in the male-
dominated field of technology,
Marissa Mayer is now Yahoo's CEO.
Hours after the appointment, Mayer
announced that she is pregnant with
her first child, presenting a new
paradigm for working motherhood.
For the first time in Olympics history,
the ten men’s boxing events were
joined by three women’s events: Fly,
Middle and Light.
July 16, 2012 August 5, 2012
August 20, 2012 June 22, 2012
women’s firstsfemale warriorsstrong womengender stereotypesfemininity+9 more
equal opportunityheritageevolved thinkinggender stereotype+7 more
fiery red hairtougher heroinedefiantindependenttakes after father+15 more
woman in powerfemale pioneerpregnant CEOtrailblazerevolved thinking+6 more
ENERGY
PREDICTION
ENERGY
PREDICTION
ENERGY
PREDICTION
ENERGY
PREDICTION
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Tech Moms: “We Can Have It All” Dominique Moceanu Speaks Up: Olympic Gymnastics 99
Pussy Riot: The Future of Civil Disobedience
Examples
Women to Moderate Half of Debates
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Tech moms say they're balancing work
and kids through efficiency in time
management. Technology, long hours
and a network of helpers make it
possible for these women to take on
work and family commitments.
Tech Moms: “We Can Have It All”
Dominique Moceanu Speaks Up:
Olympic Gymnastics
August 4, 2012
For the first time in history, half of the
moderators chosen for the upcoming
Presidential and Vice Presidential
debates are women. CNN’s Candy
Crowley will become the first woman
in 20 years to moderate a Presidential
debate. ABC’s Martha Raddatz will be
moderating after her.
Women to Moderate Half of Debates
August 13, 2012
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Olympic gold medalist Dominique
Moceanu displays strength and
fortitude in speaking out about the
dark side of Olympic gymnastics.
July 25, 2012
A Russian court recently sentenced
the feminist punk band to two years in
prison in response to the band’s
public performance of a song
targeting President Vladimir Putin’s
regime. On the day of the sentencing,
Pussy Riot responded with the release
of a new song called “Putin Lights Up
the Fires.”
Pussy Riot: The Future of Civil
Disobedience
August 18, 2012
vocal opinionwomen’s firstsgender equalitywomen in politicsnew tradition+12 more
achievementslegacyraw reflectionlost youthrevealed truth+8 more
feminismpunk99%fearlesswomen unite+7 more
motherhoodcareersuccesssupportgender-less careers+9 more
ENERGY
PREDICTION
ENERGY
PREDICTION
ENERGY
PREDICTION
ENERGY
PREDICTION
Imag
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New Feminism
Speaking Up
The Protector
Doing Good
SisterhoodWomen in
Male Fields
War On Women
Energy: 5/5
Energy: 2/5Energy: 3/5
Energy: 4/5Energy: 4/5
Energy: 4/5Energy: 4/5
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Power Woman Topic Clusters
ENERGY
PREDICTION
DNA
CONTENT NETWORK
TOPIC CLUSTER
EXAMPLE
More Women Deciding They Can’t Have It All
Article date: 8/7/12
“Brave”, “Prometheus,” and the Rise of Female Action
HeroesArticle date: 7/2/12
Model Indrani Changes the Fate of Forgotten GirlsArticle date: 7/10/12
Great-Grandmas Jump Out of Plane for Charity
Article date: 6/25/12
#WarOnWomenArticle date: 8/15/12
Gabby’s Ponytail PoemArticle date: 8/19/12
So A Girl Walks Into A Comedy Club...
Article date: 7/10/12
Shannon Eastin: First Female NFL RefereeArticle date: 8/10/12
Moms at Tech Start-UpsArticle date: 8/16/12
Modern Feminism From a Teenager’s Perspective
Article date: 7/27/12
Dominique Dawes Gets Emotional About Gabby
Douglas’ Win Article date: 8/3/12
President Obama:“We’ve Come Too Far to Turn Back Now”
Article date: 8/18/12
Men Defend WomenEnergy: 3/5
POWER WOMAN
Can WomenHave it All?
Energy: 5/5
fearlessevolved thinkingachievement toughintelligent +9 more
KEY
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INFLUENCERS NATURAL LANGUAGE
TIMELINE OF KEY EVENTS
Current 1.1.131.1.12
Presidential Debates
Newsweek: “Women’s Progress Report”
LondonOlympics
The Atlantic’s “Women Can’t
Have It All”
Title IXAnniversary
Peace, Love & Misunderstanding
How to Be a Woman The
Mindy Project
Ashley Judd: #PuffyFace
Bringing in Finn:An Extraordinary Surrogacy Story
Push and Shove
Female Speakers at GOP National
Convention
Mapping The Anatomy Of A Content Network: Power Woman
E.L. James DVF Lady Gaga Robin Roberts
Jane Fonda Michelle Obama Sonya Sotomeyer Sheryl Sandberg
Oprah Lena Dunham Sandra Fluke Katie Couric
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The Power Woman Content Network's energy level will continue to intensify over the next 12 months. Here is what we are watching:
• We are entering an intensified 3-month period of women speaking up for themselves and each other - amplified by the upcoming Presidential debates, conventions and election.
• Women in entertainment and new Internet celebrities will continue to push the boundaries of innovation through shock, surprise and taboo-breaking.
• The rise of new feminist role models will shape the next generation and will challenge many of the traditional beliefs of the Steinem-era feminist movement.
• Men will continue to embrace traditionally female roles, leading to new social systems and standards.• The Fortune 1000 will aggressively seek out more women in prominent roles in the C-suite and on
corporate boards in response to the intensified conversation.• An explosion of pop culture content will speak less to traditional female roles and more to the broader
concept of what it means to be a woman that can have it all.
Summary
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Stay Tuned For Our Next Deep Dive Report!
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