{"id":76680,"date":"2022-01-24T10:50:29","date_gmt":"2022-01-24T09:50:29","guid":{"rendered":"https:\/\/thegoodwins.de\/?p=76680"},"modified":"2023-03-29T17:36:12","modified_gmt":"2023-03-29T15:36:12","slug":"warum-die-deutsche-telekom-ahnungslose-influencer-mit-hate-speech-konfrontiert","status":"publish","type":"post","link":"https:\/\/thegoodwins.de\/en\/warum-die-deutsche-telekom-ahnungslose-influencer-mit-hate-speech-konfrontiert","title":{"rendered":"Why Deutsche Telekom confronts unsuspecting influencers with hate speech"},"content":{"rendered":"<div class=\"wpb-content-wrapper\"><div data-parent=\"true\" class=\"vc_row has-bg need-focus style-color-xsdn-bg row-container\" id=\"row-unique-0\"><div class=\"row single-top-padding single-bottom-padding single-h-padding limit-width row-parent\"><div class=\"wpb_row row-inner\"><div class=\"wpb_column pos-top pos-center align_left column_parent col-lg-12 single-internal-gutter\"><div class=\"uncol style-light font-134980\"  ><div class=\"uncoltable\"><div class=\"uncell\" ><div class=\"uncont no-block-padding col-custom-width\" style=\" max-width:804px;\" ><div class=\"vc_custom_heading_wrap\"><div class=\"heading-text el-text\" ><p class=\"font-129920 font-weight-700\" ><span><strong>\u00a0Santiago Campillo-Lundbeck<\/strong>\u00a0<a class=\"pink-button-small\" href=\"https:\/\/www.horizont.net\/marketing\/nachrichten\/experiment-gegen-hass-im-netz-warum-die-deutsche-telekom-ahnungslose-influencer-mit-hate-speech-konfrontiert-197307\" target=\"_blank\" rel=\"noopener\"><span style=\"color: #000000;\">Horizont<\/span><\/a><\/span><\/p><\/div><div class=\"clear\"><\/div><\/div><div class=\"vc_custom_heading_wrap\"><div class=\"heading-text el-text\" ><p class=\"font-129920 font-weight-700\" ><span>Dass Bewerber in einem Casting mit negativen Kommentaren rechnen m\u00fcssen, ist unvermeidlich. Aber mit dieser Flut von digitalem Gift hatte keiner der jungen Kandidaten gerechnet, die bei der Telekom-Aktion &#8222;Traumjob Influencer*in&#8220; dabei sein wollten. Sie sind die unwissenden Stars bei der Telekom-Initiative &#8222;#DABEI \u2013 Gegen Hass im Netz&#8220;, die die Wirkung von anonymen Hasskommentaren pers\u00f6nlich erlebbar machen soll. Unterst\u00fctzt wurde das soziale Experiment von den Influencer-Veteranen Diana zur L\u00f6wen und Eko Fresh.<\/span><\/p><\/div><div class=\"clear\"><\/div><\/div><div class=\"uncode_text_column\" ><p>The \u201cAgainst hate online\u201d attitude campaign may not be one of the most costly media investments in Telekom\u2019s marketing universe, but it is a successful perennial hit. Launched two years ago, the company says the initiative has now achieved around 700 million media contacts and now works with 44 partners. At the same time, the initiative remains strongly associated with the brand: 64 percent of the German population knows that Telekom is committed to combating hate on the Internet.<\/p>\n<p>&nbsp;<\/p>\n<p><iframe title=\"Das Gegen-Hass-Projekt #GegenHassimNetz Telekom\" width=\"840\" height=\"473\" src=\"https:\/\/www.youtube.com\/embed\/6LuGD9eAdhc?feature=oembed&#038;width=840&#038;height=1000&#038;discover=1\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" allowfullscreen><\/iframe><\/p>\n<p>&nbsp;<\/p>\n<p>And the new project, developed by creative agency The Goodwins, is also designed to raise awareness of the impact mechanisms of hate, says Christian Hahn, Head of Strategy Marketing Communications and Media at Deutsche Telekom: \u201cWe are fighting for a network where people feel comfortable and everyone treats each other with respect. The digital space is far too often a place of hate speech, shitstorms and cyberbullying. How hurtful, humiliating, and unsettling hate comments are usually remains hidden.\u201d The \u201cInfluencer Skill Test\u201d and the accompanying campaign aim to show how reactions on the net can suddenly turn, and to educate on how to deal with aggression and hate comments on the net.<\/p>\n<p class=\" translation-block\">To this end, the company launched the call \u201cDream Job Influencer*in?\u201d at the end of 2021, in which young people with social media ambitions were asked to demonstrate their talents. A total of nine candidates were given the opportunity to present themselves to a supposed online community of around 1,000 users. The candidates were able to follow the reactions of the online audience on large screens. What they didn't know was that all the comments they saw during their performance were orchestrated by an editorial team. And after an initial positive phase, these comments quickly turned into the most vicious insults.\nThe experiment was psychologically accompanied at every stage to ensure that it did not become a permanently traumatic experience for the unknowing candidates.<\/p>\n<p>The actual campaign message only emerges in the final reappraisal of the experience with the visibly shocked participants. These interviews are intended to reach a young audience in particular, many of whom are likely to dream of an influencer career themselves and can identify with the scenario accordingly.<\/p>\n<p class=\" translation-block\">Accordingly, the videos (production: Load Studios) are played out exclusively digitally via YouTube, Facebook, Twitch, Reddit, Instagram and TikTok (media planning: Mindshare, Frankfurt \/ Emetriq, Hamburg). Although Telekom is investing a higher six-figure media budget for start-up financing, it is relying mainly on earned media. Influencer management was handled by Studio71. Schr\u00f6der+Sch\u00f6mbs PR is responsible for public relations.<\/p>\n<\/div><\/div><\/div><\/div><\/div><\/div><script id=\"script-row-unique-0\" data-row=\"script-row-unique-0\" type=\"text\/javascript\" class=\"vc_controls\">UNCODE.initRow(document.getElementById(\"row-unique-0\"));<\/script><\/div><\/div><\/div><div data-parent=\"true\" class=\"vc_row has-bg need-focus style-color-xsdn-bg row-container\" id=\"row-unique-1\"><div class=\"row single-top-padding single-bottom-padding single-h-padding limit-width row-parent\"><div class=\"wpb_row row-inner\"><div class=\"wpb_column pos-top pos-center align_center column_parent col-lg-12 single-internal-gutter\"><div class=\"uncol style-light\"  ><div class=\"uncoltable\"><div class=\"uncell no-block-padding\" ><div class=\"uncont\" ><div class=\"uncode-wrapper uncode-share\" ><hr class=\"separator-break separator-accent\" \/><div class=\"share-button share-buttons share-inline share-bigger\" data-url=\"\"><\/div><\/div><\/div><\/div><\/div><\/div><\/div><script id=\"script-row-unique-1\" data-row=\"script-row-unique-1\" type=\"text\/javascript\" class=\"vc_controls\">UNCODE.initRow(document.getElementById(\"row-unique-1\"));<\/script><\/div><\/div><\/div>\n<\/div>","protected":false},"excerpt":{"rendered":"\u00a0Santiago Campillo-Lundbeck\u00a0HorizontDass Bewerber in einem Casting mit negativen Kommentaren rechnen m\u00fcssen, ist unvermeidlich. Aber mit dieser Flut von digitalem Gift [...]","protected":false},"author":1,"featured_media":76675,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[118],"tags":[131,130],"class_list":["post-76680","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-presse","tag-essay","tag-presse"],"_links":{"self":[{"href":"https:\/\/thegoodwins.de\/en\/wp-json\/wp\/v2\/posts\/76680","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/thegoodwins.de\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/thegoodwins.de\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/thegoodwins.de\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/thegoodwins.de\/en\/wp-json\/wp\/v2\/comments?post=76680"}],"version-history":[{"count":0,"href":"https:\/\/thegoodwins.de\/en\/wp-json\/wp\/v2\/posts\/76680\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/thegoodwins.de\/en\/wp-json\/wp\/v2\/media\/76675"}],"wp:attachment":[{"href":"https:\/\/thegoodwins.de\/en\/wp-json\/wp\/v2\/media?parent=76680"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/thegoodwins.de\/en\/wp-json\/wp\/v2\/categories?post=76680"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/thegoodwins.de\/en\/wp-json\/wp\/v2\/tags?post=76680"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}