There’s a concept familiar to tech nerds and fans of sci-fi called the Uncanny Valley. It posits that, as robots become increasingly human, individuals will feel increasingly empathetic towards them. People’s reactions will be more and more positive. There comes, however, a point at which the likeness becomes too close for comfort; the just-more-than-barely human entity becomes repulsive and terrifying and remains so until it is engineered to become indistinguishable from humans again. The dip in positive reception of robots (or other designed entities) that fall between almost human and totally human is the uncanny valley. Here, a graph from an academic paper by Karl F. MacDorman on the topic:
This concept is what springs to mind when reading Kate Losse’s excellent piece in the New Inquiry about #weirdtwitter being co-opted by brand twitter feeds. She starts off by pulling up Denny’s feed, which I’ll admit caught my eye recently. To be blunt, it’s on point. Here are a few examples:
Losse’s thesis, essentially, is that this type of casual, on-meme tone traverses traditionally acceptable brand voice and transgresses a niche realm of digital communication. In doing so, a brand stands to yield significant positive feedback (as we’re unaccustomed to hearing brands in this way) while becoming, in Losse’s words, “cuter than any person” in its ageless hip-ness. Her concerns center primarily around power, resistance, and intimacy. Through conversing this way online, brands hedge in on the social capital of individuals and assert the fundamentally uneven power dynamic between corporations and consumers. In concluding, Losse writes:
“It isn’t enough for Denny’s to own the diners, it wants in on our alienation from power, capital, and adulthood too. While we giggle at corporate #weirdtwitter tweets, the corporate invulnerability that makes them easy to follow is also what makes their assumption of a human, familiar voice feel, despite our laughter and faves, cold and a bit pathological. Denny’s too wants to belong.”
While I primarily agree with Losse’s analysis, I think that this can more profitably be analyzed from a far simpler angle, namely the quest for brands to become more human.