Social Silence Says It All

November 6th, 2016 by Don Tanner

Screen Shot 2016-11-06 at 6.30.56 PMMannequins – growing up these were a staple of department stores, standing forever motionless while sporting the latest fashions. In 1987, Andrew McCarthy fell for mannequin-come-to-life Kim Cattrall in the movie, “Mannequin”. Years later, Will Smith would stave off emotional distress by talking to mannequins in the post apocalyptic film, “I Am Legend”.  Traditionally odd if not downright scary, mannequins, in recent days, have instread become all the rage on social media – at least humans posing as these plastic people wanna-bes.

Purportedly started by high schoolers from Colony High School in Ontario, CA, the craze has come to be known as the “Mannequin Challenge” with its own hashtag: #mannequinchallenge.  What is it, exactly? Put simply, groups of individuals filming themselves in a range of “frozen” poses who then post their mini-videos online. High schoolers, college students and, more and more, collegiate and professional sports teams have all been partaking in the fun. Not to be outdone, numerous sports announcers and sideline reporters have also been following suit. Even the crew of Fox’s “NFL Sunday” got into the act this morning complete with Terry Bradshaw in a faux-choke hold courtesy of a stationary Howie Long.

Unlike the “Ice Bucket Challenge” which raised awareness of and funds for ALS research, the mannequin movement at large has not (yet?) been affiliated with a  charity nor a particular cause. Rather, this latest activity appears to have more in common with the former fad of planking, albeit without the dangers settings and environments. So, what, then is the point?

The point here may be that there is no point. To date, in fact, it has all been nothing but good old fashioned fun. Stop the press - a social media endeavor without pressure or shaming or competition? Actions that promote cooperation, team-building, creativity and good old fashioned fun? The mannequin craze has resonated with millions because it is non-promotional, authentic, real. It works because it is genuine and the exact reason why marketers cannot merely create such an initiative on a drawing board and expect it to take flight.

They also say timing is everything. Leave it to our next generation to delivery to our society exactly what it could use right now: a sense of community and humor. And maybe even a message to stop for a moment and smell the roses. It all is very ironic, isn’t it? Promoting humanity by imitating display things who purportedly have none. Who are the real dummies here?

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