For all those who are living and breathing in the vortex that is New Zealand, even if this is mediated through the machinations of i am jonny king, the header before you will probably be readily contextualised, even on reflection. However, should you still be in the… dark… call it “black,” let me explain.
Very recently, Telecom in association with Leftfield Productions Ltd is seeking six people, who are not only set on All Black, but who are not afraid to share this with the viewing public-to-world, in a venture titled, Backing Black. While it seems the idea is still in its initial stage, and therefore more fluid, the massive impact of the “Yellow Fever” in the footballing world of the Wellington Pheonix, has highlighted the stoic nature of the “kiwi” support for its national and beloved sporting team! Having attended the All Whites vs Bahrain playoff fixture for the 2010 Fifa World Cup, I can attest to the stark difference this atmosphere created, compared to the crowd at the AB’s vs Boks Test Match in the Tron of Hamil! Put quite simply, I have never been in a more intense, euphoric, and animated arena of noise… sporting wise… as the All Whites turned out the lights on their Bahraini opponents!
While this lack of rugby fervor could find multiple explanations, ranging from a seeming loss and excitement for Union that has been fostered post the beginning of “Super” rugby, exacerbated by the loss of tribal connection that was endemic throughout the provinces with their local union, which is a mandatory component if people are going to feel part of an enterprise… This combination has resulted with people still enjoying the game, but failing to see it as part of the outworking of what they do or who they are, and with all the other entertainment options, rugby is just another steak on the Barbee. ”Super” franchises would do well to look closely at AFL and the tribal mentality that is fostered therein, which, for example, results in equal numbers of females and males at fixtures. You get Dad and Mum, you get the children. You get the children, you get the next generation. You get the next generation, you get sustainability and continuing growth… and cultural integration!
With all this postulating in mind, let me give you my thinking thoughts on the matter. I Blog, Therefore, I am, so I do have some experience in what they are thinking and proposing, and you O reader, can be the judge as to whether these words communicate wisdom or folly!
The “How” Question?
It seems the team promoting Backing Black are perceiving that people need to get reconnected, more animated and reinvigorated… again… about their national team! They would seem-to-be-sensing that there needs to be a growing culture encouraged that views the AB’s experientially as the Everest of sporting and cultural endeavours for New Zealanders, wherever and whenever. The question then remains is… how is this best fomented? While it is true that what happens at the event is vitally important, as it can be very much like that first look/ kiss/ date… the love at first sight of the event… what will ground and mature what happens on Saturday will be progressively encouraged by what happens as our cyber-moving culture is inculcated with the world of All Black, one pixel at a time.
In my opinion, the following two areas are vital in making Backing Black as much of a success as possible!
1. For this to have an exponential impact, the social networking media context needs to be owned!
Influence a venue on a given Saturday, and you may reach thousands. Produce social media of maximum effect, and these numbers will metastasize with impunity, with the potential to touch millions!
If one is to only focus and view the promotion of as atmosphere on game-day as success, such will be akin to dealing with an issue of internal bleeding with a bandage. Yes, a bandage will be needed, as to go deep, you must first cut the surface, but to deal with the complexity of the issue, you must deal down deeper. While Backing Black will not be a magic bullet, if this venture views the social networking contexts, and particularly a blog/ website, as priority, there can be a 24-7 connection with the community, where various creative strategies for interaction can be created, which can foster the culture for the fan into a follower. As a follower of Christ, the analogy of realities is abundantly clear, as the difference in real significance should also be likewise. Just as merely going to church won’t make you a follower of Christ, merely attending a Test Match won’t make you a follower of the AB’s. Both experiences will be significant moments, but they need to be married with an on-going reality, which fosters this growth in repeated replication. Social media can creatively and effectively reach the masses, and if it is done-like-a-dinner, it can help to grow a groundswell!
People spend too much time on-line, get so much of their information from this source, and all things being equal, this will continue to grow. Therefore, this must be maximised!
2. For this to have an exponential impact, the All Blacks need to see this vehicle as theirs… and own it!
In my opinion, the best AB’s advertisment that I have viewed was the Ford commercial some years ago that asserted, “That’s my black jersey you’re wearing OK“… or words to that effect. What this appropriately communicated is that the AB’s are viewed as more than a sporting team in our New Zealand community, and more as our best witness of who we want to be, projected onto the world stage. Therefore, they act more as our cultural representatives and ambassadors, as those who bear the marks best, of what it means to be Kiwi! Therefore, four million individuals have shares in this black jersey!
If the social networking context is going to define Backing Black, then the AB’s are going to need to see this as the vehicle where they can show their true selves to the viewing public… a vehicle where they can go un-mediated with their message, a venture where they can call forth for people’s support, as a result of the identification of our interconnected reality. As one who has already connected with some top level sports-people on-line, I can attest to observing this impact first hand! The walls are broken down, with the result being… and this is vital, these individuals are subsequently viewed more through the collective humanity that separates none, than through their acquired status, which only breeds a superiority, aloofness, and disconnection with those supporters who can not relate, and in the end, many will not even try.
Paradoxically, while this may feel like it is exposing more of what some AB’s may feel is warranted, this could very well encourage greater privacy, as they define what is shared, with their readiness feeding the habits of those thus afflicted. Should there ever be any issues with any players, such a site can give the player the opportunity to share their struggle. As the players have been contextualised over time, it is amazing how the public will enter into their context, thereby eliminating some of the more sensational response to a given story. I am aware that some players are not fans of the media, with these sites providing the ultimate payback, as they cut out the middle man!
Players need to understand that you can’t expect people to trust you, if you are not prepared to show the same level of trust in your interactions! It is very much a reciprocal inter-relationship, and as such grows, community is formed, strengthened, meaning support, becomes much more personal and real, which is something this present plan is seeking to attain!
Conclusion
The potential in the Backing Black proposal is limitless! With the resources of Telecom, the team of our All Blacks, and the wonders of technology, the only component that would seem to be missing is the creative savvy of individuals who have the eyes to see and ears to hear what can be done. When it is put like this, it sure sounds exciting, and may it be so, even in reality!
Just imagine if this is maximised, particularly in light of the soon-to-be-coming-year-of-20-11, when Kiwi’s and AB supporters worldwide will be even more desperate to see the AB’s make it to the top. People will be looking for a greater connection to the reality that is filling their consciousness, with Backing Black being the possible solution, not only to this dilemma, but to the silence in our support that needs to stop. It is time to stand up and sing… even out-loud!
Until Next Time
i am jonny king
I was at the New Plymouth match and the Backing Black people ruined the match by standing up and shouting and making a nuisance of themselves. People want to watch the game, not get distracted by mundane chants. Sort it out!