In 2005, a pilot and a photographer flew over several locations off the coast of California to obtain quality aerial photographs. The intention of the two was to post some of these images on a specialist website, but coincidentally there were some among the photographs he appeared in. the home of famous singer Barbra Streisand.
So far, everything is more or less normal, but what happened next is not so. The singer, after learning of the publication of these images, demanded the removal of them from the Internet portal, because she interpreted the movement as a violation of their privacy. Suddenly, information which, if nothing had been done, would have gone completely unnoticed under the waves of information which shake the network of networks every day and have become viral; hundreds of thousands of people learned where Barbra Streisand lived, even unintentionally.
This anecdote has been used to baptize a type of phenomenon which is in fact more common than it seems. This is the Streisand effect, Well known today in the field of social psychology and disciplines related to communication.
What is the Streisand effect?
The Streisand Effect is Fundamentally an Internet Phenomenon what happens when a person or organization tries to keep information hidden and, precisely because of this, what it is trying to keep out of attention begins to be known, namely by gaining the attention of the media in the first place, or by going viral through the personal accounts of usurers who “spread” this news.
In other words, the Streisand effect is a consequence of the forgetting that what we do with information is in turn another type of information that can get more attention than the one it all started with. Thus, the second is the interest of the first copper and its popularity is spreading, in particular via the Internet, a medium in which the news is flying.
Its effect on marketing
This fact is of particular interest to celebrities and businesses who wish to maintain a good image. The latter, for example, frequently receive complaints from dissatisfied users and, in the face of this, sometimes choose to withdraw the evidence of those complaints. In turn, this this can cause the ball to come out of the butt, Either because of video reports posted by the people concerned, comments shared by Facebook walls, etc.
In addition, many Internet users are interested in discovering these injustices, no matter how small, and devote time and a minimum of effort to making more people aware of this kind of situation.
Thus, many companies are more committed to transparency not necessary for the ethical aspects of their work, but to avoid the Streisand effect even if it is of low intensity (for example, with a local reach which leads to a dissemination of information in town).
Much of what goes into building a strong brand image it can be damaged if overnight certain information goes viral and discredits the entire organization, so it is worth investing in the prevention of these situations, for example by hiring a community manager to ensure that they are ‘takes care of intervening with dissatisfied customers without restricting their freedom of expression.
Why does the Streisand effect occur?
The Streisand effect can be understood from two concepts: reverse psychology and intoxication.
Reverse psychology is the phenomenon whereby individuals begin to feel more drawn to an option when it has been banned or when the opportunity to see it has been denied. It is, in fact, something that is sometimes used to educate young children. The idea is that, whether it is necessary to impose a ban to opt for this optionThen, the banned content must have some kind of interest, which we wouldn’t have to think about if someone hadn’t shown up to limit our range of possible actions.
On the other hand, intoxication is the phenomenon of a progressive production and accumulation of irrelevant information in which flows all kinds of information which, on the basis of certain objective criteria, can be understood as useful.
By default, the publication of a news item quickly makes you forget it unless it is broadcast from the start by a medium with a large audience. however, on irrelevant news, it is possible to build a more relevant one, For example, trying to keep it hidden. This “re-floats” this information and breaks this natural progression which would lead it to go completely unnoticed and forgotten in a few days.