Dissecting Nijisanji's Manipulative PR Strategy
ฝัง
- เผยแพร่เมื่อ 29 พ.ค. 2024
- A retrospective analysis of one of the worst PR strategies I've ever seen implemented by a major corporation. Godspeed Dokibird.
Anyone who wishes to react to this video on stream or record themselves reacting to it is welcome to do so (as long as you're not just chairing it to your audience).
Chapters:
00:00-00:45 Intro
00:46-02:38 The Silencing of Selen Tatsuki
02:39-05:05 The Termination Notice
05:06- 06:06 Nijisanji's Lack of Clarity
06:07-07:56 Dokibird's First Response
07:57-09:16 Nijisanji's "Negligible Impact" Statement
09:17-10:28 An Explanation of PR 'Professionalism'
10:29-14:01 The Worst PR Manoeuvre. Ever.
14:02-16:12 Nijisanji's Manipulative Messaging
16:13-16:44 Nijisanji's Contribution to non-Vtuber Graduations
16:45-17:35 "Addressing Your Concerns"
17:36-18:40 The Only Example of Good PR
18:41-19:38 Last Words, Like and Subscribe
19:39-19:41 POV You're a Nijisanji Shareholder
Dokibird's Channel: / @dokibird
Contact me via Twitter: / expertarmcha1r
or Email (see in my About section).
Subscribe for more media literacy via talking chair. Comment below if I actually helped you learn something.
Music used in this video:
"Sinking Yacht - A NijisanjiEN Memoriam" by Mhike Santos - Official
"Among Us Drip Theme Song Original (Among Us Trap Remix / Amogus Meme Music)" by Leonz
"Punishment" by Shawn Lee (Bully OST)
Additional Resources (for the Nerds among us):
-Breit, R. & Demetrious, K. (2010). Professionalisation and public relations: An ethical mismatch. Ethical space: the international journal of communication ethics, 7(4), 20-29.
-Fawkes, J. (2017). Public relations, propaganda and the psychology of persuasion. In R. Tench (Eds.) Exploring public relations : global strategic communication (pp.227-247). United States: New York.
-Fawkes, J. (2017). Public relations professionalism and ethics. In R. Tench (Eds.) Exploring public relations : global strategic communication (pp.248-268). United States: New York.
-Gehrke P. (2009). The Ethics and Politics of Speech: Communication and Rhetoric in the Twentieth Century. Ukraine: Southern Illinois University Press.
-Heath, R. & Ihlen, Ø. (2018). Public Relations and Rhetoric. In R. Heath & Ø. Ihlen (Eds.) The Handbook of Organizational Rhetoric and Communication (pp.51-66). United States: Wiley.
-Walle, M. (2003). Commentary: What happened to public responsibility? The lack of society in public relations codes of ethics. PRism Online Journal.
Tags: #vtuber #vtuberen #nijisanji #nijisanji_en #nijisanjien
Only info missing is Zaion's termination, and how it correlates to Selen's. Still a very good video though. I hope other channels like Legal Mindset reacts to this.
Agreed. Lots of analysis I saw on TH-cam is taking Selen's situation in isolation to Zaion's.
What they did to Selen was similar to what they did to Zaion. Yet, it was a lot more effective in Zaion's case and that makes it difficult to say that Nijisanji's petty smear campaign would be objectively horrible in every way possible when it kind of worked the first time.
In all honesty I probably could've done a side by side, but I wanted to get the video out before the topic got completely buried. It is definitely something I might revisit in the future though.
Zaion’s goes hand in hand with Yugo’s, the only reason why it was so detailed is because everyone was mad that Yugo’s was vague, so featuring Zaion without Yugo sells an incomplete narrative
@@emperorofthecosmos4640 Because the fans demanded more info in their notices, this somehow caused NijiKuro to maliciously make a laundry list of bogus reasons to defame Zaion? That doesn't make sense to me, and I've never agreed with it, especially since the Nijisisters were using that talking point against the critics when the notice dropped.
So no, I think that list had nothing to do with Yugo, and everything to do with slandering Zaion. They wanted to ruin her reputation, so that's what they did, and they would've done it even if her termination preceded his graduation.
@@witchkiller9999 Looks like you were right, the new info dropped by Sayu shift the narrative again. She was apparently given 3 hours to sign the contract that lets her leave "gracefully" like a "silent graduation" or else she gets terminated. Since she didn't sign the contract, the dirty laundry list was released.
"If you want to.... Educate yourself" i fuckin' hope you realize how satisfying that was to hear
NO WAY HE INCLUDED THE RIKU GIVING A SLOPPY AT THE END CLIP
ACTUAL MADLAD
"We are afraid that documents handed by a lawyer to a lawyer may pose a threat to our privacy"
Whoever wrote that sentence is one dumb bastard, that's my legal opinion
This is only your first video?? Bro keep cooking, this is exquisite
Honestly, I think one of the most important things is the contrast between Nijisanji's and Dokibird's statements. Despite Dokibird not having the backing of a company, she has acted in a very professional, upright way. This can then be immediately compared to Nijisanji's statements, and the disparity between the two is all the more obvious to the public.
One thing that really stuck out to me in this whole affair was that Nijisanji seemed to feel their only option was to do everything they could to try and turn people against Doki and convince them she was the bad party. The problem is that people could listen to both sides and she had a clear answer that countered everything they threw at her.
One of the more believable theories that cropped up on the Niji subreddit from someone who worked in comms (I think the name was u/wiibiiz) was that Niji messed up by assuming that the private document sent by Selen's lawyer was a public statement she was going to post after being terminated. Their swiftness in terminating her and the shoddy notice itself could probably be explained by them attempting to pre-emptively shadowbox allegations that never went public (by smearing the reliability of the alleger publicly).
@@theArmcha1rExpert While that hypothesis might explain certain things, I don't see how the statement they sent out could have worked if Doki _had_ release that document.
Excellent video btw.
@@theArmcha1rExpert But if was redacted as a statement but passed through lawyers, i think they should already know that this wasn't a statement but a legal document. And if so, this is probably another case of bigger incompetence inside the company.
But it doesn't surprise me at all. I predict it, since they did the same to Zaion and she was terminated the same way. With claims to slander her. Thing is people buy it at the time and a few others (me included) start to see through the entire charade they were pulling. And then it went downhill for them after. And on top, this isn't the 1st time anycolors show a bigger incompetence, as the legal team sue a dramatuber called Narukami Sabaki for slander and financial damage to their brand, partaking the liver called Yuzuki Roa (who is been in a Hiatus since 2020 ... yeah! 4 YEARS), claiming Narukami damage their reputation by his allegations (It was a drama around her and another liver called Meiru where the later was also fired for a problem between her and Roa). He apologize claiming he was feed false information. But Anycolor decide to sue him anyway. At the end, the jury found Anycolor was full of bs because they never took any financial damage and they still profit from Roa's image too.
@@theArmcha1rExpert Commsrat might be valid, but an even simpler explanation is that since Japanese companies are so used to being invincible dealing with a Japanese audience, they thought they could win over the global one too. They were just waiting for an excuse to terminate Selen like they did Zaion, and by receiving the "legal documents" they did just that within 2 hours.
Im neither a PR nor a business student/graduate, but it seems to me that the worst part about the Black Screen stream was not that the talents were not trained for this or that it isn't their job. If Niji *had* a PR team (lol), they could have simply given them something to read out, problem solved.The issue is that it is *poisoned* the talent's brand. Before the stream, the fandom was already in an uproar like literally never seen before, with even the nijisanji subreddit going into rebellion. But still, Nijisanji could have come from that scathed, but making profit. People were still saying the Niji talents shouldn't suffer from this, that the talents should still be supported - nevermind that this would also mean financially supporting Niji. Niji could still have done its core job as a company: Making money.
It could have done so by hiding behind its talents and *their* untouched reputation, basically. Instead, they decided to throw that untouched reputation into the PR War frontline, and thus destroyed it. Following the Black Screen video, now nearly all talents were viewed with suspicion. Not just those three, but also others (chiefly Enna and Millie, of course), and they all suffered financially for it - and hence also Niji. It seems to me that surely, from an "amoral" PR perspective, the worst part was destroying the brand value of their talents.
I agree that this looks like a perplexing move at first, but I've been reading up on what happened to Zaion and I think it's a practice that Niji always had - except when they did this with Selen they didn't have the right preparation nor grounds to pull it off subtly.
@@theArmcha1rExpert Not to mention Selen was much more established and always doing stuff for her community out of pocket, so people already probably knew Niji was full of s***.
I personally never trusted Niji, even before I knew of any drama, particularly because, unlike other companies such as Holo or Phase, I never saw any advertisements for their talents. I only knew they existed from fan artists lmao
There was a Comms specialist on the Niji subreddit who wrote a great writeup on how Anycolor's PR team probably messed up this badly, but unfortunately it was deleted by the mods during Anycolors purge of the subreddit 😢
12:29 the thing is, they also violate several japanese laws there as well ... as 3rd party leak of confidential information of a legal document is basically considerate also leakage of company information too. Even if they are part of the company, this document basically partake between the legal team .. NOT THE EMPLOYES. And you can said: "well! that shouldn't be a problem because they are not leaking it and only known within the company" ... yeah! that is the thing, it was that until Elira's stream. Basically she leak that information to the public as well, meaning this hold both her, Vox, Ike and Anycolor as liable under Japanese laws too.
This also add more spice to what is already a bigger PR and Legal disaster as well.
A part you didn't mention about the "Nijisanji message stream", on how to make even more of a mess of the PR situation.
It may have been a genuine mistake due to force of habit, but when they started that stream, they had it set up as a MONETIZED stream. Trying to make money from the views of people who wanted to know the statement of the company, and hear a potential apology to the situation, is shitty at best...
To be charitable, i've also heard that it directly affects the algorithm, if you manually set the video to not monetized, it will have a smaller reach, which you don't want when you are trying to make a public statement to your entire audience.... even if said statement end up you shooting yourself on the foot in front of thousands.
@@dumpsockpuppet5619 I don't buy that all. If reach was the issue then subscribers would spread the video out like wildfire through every social media they got: Discord, Twitter, Reddit, Facebook, you name it.
@@dumpsockpuppet5619then it would be a good idea to include somewhere in description that all proceeds from this stream will be donated to charity.
One thing I'm grateful for in this situation is how many witty, professional, and articulate individuals have come out to give a clear breakdown on _why_ Nijisanji is dead wrong in every argument they've given to deflect blame; It makes it harder for the guilty to make excuses and dismiss everything as "negligible" and gives a satisfying feeling of truth and justice prevailing, something that far too often gets swept under disingenuous appeals to irrational emotions and corrupt agendas.
Me watching the train wreck in real time: This is a complete shitshow!
Academics and professionals after two weeks of study and analysis: This is a complete shitshow!
The biggest reflect is that Ninjisanji tried to come off as the victim in all of this.
The way they fired her smells of ignorance of understanding their own position.
That is to say they call themselves an international multi-corp talent agency. Yet act as if all their talent is Japanese.
It's indicative on their culture in Japan that...its never the company's fault for the failures but that of the worker. It's some sick form of cultural compliance. Where at the west It's always been suspicion of the company. Even in entertainment.... be it sports or studio. They always place themsleves in an advantageous position...like they don't condone that type of action or stay as neutral but leaning enough.
Oddly we do have an example of an international company that had to go through thus. In 2012...Square Enix had to apologize for the mismanagement of the company...to the point the CEO took personal responsibility. This was after the failure and mismanagement of Final fantasy 14, version 1.0. Internally, square shuffled around people who were raising concerns and or just demoting them for incompetence. Not the CEOs incompetience...theirs because that's how they view it.
What anycolor did could have just been a simple 1 page paper stating a difference in creative ideas. Tho the more we scratch the surface...were seeing shades of NijiKR.
Videos like this are so incredibly valueable in giving the public the tools to understand complicated matters like the Doki-Niji situation. I mean perosnally, I have an academic background. Even though it isn't in communications, I know how to review information critially and do my own research. But not everybody is equipped like that or has the time and motivation to do so. So videos like this one really help to give people some clarity and help them get beyond a simple "He-said-she-said" understanding of the issue. Because that's the mindset a lot of people who are still defending Nijianji and their actions have. "We don't have the full picture, we can't criticize Nij or the livers over assumptions". I hope a few people with that mindset will stumble over this video and will find it convincing enough to look further into it. Because it isn't just about opinion.
So thanks for this video man. It was very well made, if this really was your first project you'Ve really got some talent for it!
15:53 100% agree with the point that Ike was dehydrated.
The particularly crazy thing is I underestimated how uncommon the knowledge of how any of of what you or the PR Professor said on Countess Lita's channel was knowledge. Maybe it's the reading and fiction materials I've consumed over the course of 28 years, but every time some kind of portential PR disaster comes up and a corporation is involved, they always go in depth about how going into silence and doing the things the both if you have mentioned.
On top of all of this, we have several other PR disasters from history to pull from, where companies and corporations just... Did not shut up when pile after pile of evidence got leaked to the public, so, you know.
still to this day, what i found really amazing is as you mention
doki and her team doing better job than team from multibillion company
i believe it is not impossible, but i just never find huge example of it. well, now i found it 😂
16:27
100% agree that this will be a great example of a PR nightmare.
I've watched Vtubers for the lulz, but never really got into any of it like the drama, the tit-for-tat, etc.... This incident is the first one where I wanted to understand the situation as it is EXTREMELY concerning. It isn't minor like a pay or contract dispute that went public, either. A person was bullied to the point they attempted to take their life. As a person who's dealt with bullying in the workplace, this hit home, which is probably why I want to understand the situation as best as possible.
At the end of the day, from the evidence thus far, Niji doesn't have a pot to piss in/leg to stand on in their defense, imho. Niji allowed incidents to take place leading to Selen's compromised mental state; Niji produced little to no evidence to defend themselves, displaying gross incompetence to the point it looks like outright negligence; and, above all else, they've dug themselves into a huge grave to bury that yacht with the sheer stupidity of their actions after Selen/Doki departed Niji.
I'm no PR person, but even commonsense dictates certain actions, which Niji did not display. At this point, it's a tough, TOUGH call between Wactor and Niji for the blackest company of the Vtubing industry.
12:33 "...which calls into question why they even have an overseas branch to begin with." For real, you figure they would have learned by now. Nijisanji does _NOT_ do their homework on their target audiences and puts virtually zero investment into the infrastructure of their various branches, they just pump talents out haphazardly like pulling gacha hoping to land some lucrative cash cows without giving anything back. ID failed, KR failed, IN failed, and at this point neither EN or VirtualReal are in particularly good condition. Either invest in proper management and ethical business practices or keep taking L's until bankruptcy comes knocking or lose all hope for an overseas market.
ID was SUCCEEDING at first. Until perhaps they realized they had to invest in specialized Lawyers and Accountants trained to handle the ID/JP Tax treaties, a kind of specialization only CERTIFIED people in the field have, aka adults way past their Uni years. The type of People Niji seems to ABHOR, why would it be? Hmmm....
Couldn't be because they are a KuroKusoKorp of the NijiKuso brand, no?
I think rhe one thing about the "negligible" statment that should've been addressed was how they have NEVER done that to any of the former talents like Yugo, a talent who graduated under mysterious circumstances, Mysta a VERY popular talent, or even Sayu who many formally deemed a "danger" to Niji
And its because of that many believed that it was in fact an obvious attack against Selen, if not show that SOMEONE had a one-sided vendetta against her, otherwise this was an awesome video dude 😎
This is only you're first vid?? Bruh??? This is really good!!! Can't wait to see more :D
You only have two videos, yet your editing, voice, and content itself is everything I've ever wanted to do myself if I ever got the stones to become a content creator. Both of your videos on this situation are fantastic and genuinely top tier quality to me. Please, do keep uploading, these two videos alone make me want more and fervently make me want to come back.
Thank you for breaking down this humongous L Nijisanji has dropped like a mixtape
What's really sad about this
is that despite the absolute horrendous PR that Nijisanji did
It still has diehard fans of Nijisanji called the Nijisanji Defense Force or NDF
and to this day are doing their best to defend their multibillion company
I honestly shudder to think what that company has to do for them to take a stand. The only way I can describe it is parasocialism at the highest pedigree. A belief that their company can do no evil even if another talent attempts to take their life. It means that the NDF would only get pissed at Nijisanji if it was their kami-oshi that had this sort of experience.
I'm so glad more and more people that hold more objective and educated opinions are speaking up about the clusterfuck that is nijisanjis lack of competence. Super concise and to the point explanations btw I've learned a lot✨🤝
I can forgive coincidence but there's too much of it to not be a pattern.
This whole thing helped highlight the difference between CEOs and company policies when it comes to Anycolor and Cover.
Always interesting to hear people from different fields weigh in. I think one thing a lot of companies fail to account for is the modern internet's capacity to gather, analyze, and summarize information. Even bearing in mind how many demented rabbit trails the communities go on, there is a reason why every communique Nini has sent out has been absolutely ripped to shreds in the community notes
At this point I just wonder if Nijisanji/Any Color has a PR team to begin with.
I'm not even half way through the video and the explanation and editing are peak in accuracy, delivery, and hilarity. Your thumbnail is also really good, thank you for making this video!
There's no doubt in my mind that the situation surrounding Selen's termination will go down as a permanent blemish on AnyColor's reputation
how you going to drop something this hard a first video???
This was great! Most of the legal and scholarly takes on this have been Vtubers hosting guests, and some of them are hours long. It's nice to finally have this in a video essay format that really lays things out and explains some of the concepts. You've definitely earned a subscriber.
This is the best video I saw on the topic.
Short, to the point, with great editing and a dash of humor.
It has criminally low views!
Tbf if all the conspiracies are true then Elira is basically EN management herself.
13:35 - 14:00 This part makes me think that it could be a song lol, that "A Message From NIJISANJI EN" vid being summarised but with them beats on
Dude, damn nice job keeping everything simple and to the point. I was following all of this shit when it was happening and it was A LOT to take in, and people were getting things mixed up. Both creators and viewers. This is very concise and makes it hard for even the niji sisters to contest it.
Extremely fucking promising start. First video on this channel but it can't believe it was your first ever. It was too well put together and articulated.
Okay. This is up there with the more grounded commentary on this whole bs I've seen.
I think one thing in this modern age I'd like someone with your perspective to tackle is how many on TH-cam essentially end up their own PR person- a fraught position if ever I saw one.
holy shit this channel is solid. nice work
I really can't wait till this situation actually ends up in a textbook
Imagine if universities really teach you how to not PR through this incident LMFAO
Funny thing
Got a friend studying law
And they are using THIS instance on how anycolor broke the law
Probably several
i loooove the song in the background just setting the tone for all who know
I hope you do find more things to make videos about, because this was fantastic.
thank you for making this ez digestable with funny edits on how bad it really is. i felt like i walked into a fun lecture/class. really educational
To be honest, i think this explained better than what the PR Professor said (not to say that the other guy’s bad, probably just because that guy’s too mad about this shithousery lol)
Anyways wish to see more of your vids, keep on the good work
Bro who were you before. You are too good at making videos yet this is the first of your channel. Subscribeeeed
Commenting causs this guys is GOATED, at this kind of stuff, anc I only watch the zaion one
nice voice and editing bro good first vid
What it's your first video, editing was so good and the analysis was on point. Keep up and hope can collab with Rima
I can tell you're a comms major.
Keep it up. This is fantastic.
dude just came out of nowhere to make a very well put together and well informed video
Good work my man
I'm planning to write about this for Final Year Project and this helps me alot. Thank you 🙏🙏
i didnt "watch"the video as i ad it running in the background while doing something else, but i did hear everything you said, and im gonna say that you did an amazing voice not only in the script aspect, but also narrating it. Amazing work.
_"A company that can't afford to expand legally, can't afford to expand at all."_
I remember reading about how Walmart failed in Germany, and how most of the reasoning for said failure can be boiled down to America treating Germany as a second America and completely failing to understand German laws and cultural norms.
Can't but feel there's a similar situation where Nijisanji is treating North America as a second Japan and is facing the same issues that Walmart's American executives faced when doing so.
This is a great comprehensive PR break down than what's happening on X. Keep it up!
omg, did i stumble on a gem and someone's first video and it is already this high quality worthy of a thumbs up and subs!
Thanks for the video!! If the editing is all done by you, then you're very impressive.
I 100% mean this when I say your voice could give Vox a run for his money. Amazing voice and an even more impressive video.
One of the most clear and informative video on this whole catastrophy, for a first video you really cooked well
You're the coolest Armcha1r I ever seen o.o! Such a great first video with the voice, editing and clarities.
Great production value in this video. Loved the editing and the captions.
The content also felt very well organized.
Amazing production and a very academic take. Thank you.
honestly this deing your first video is really impressive, i will be waiting to see what you will brought up in the future, also conserning nijisanji, you might want to look for what they did to others of their talents who now works for others company / are indies, this is a lot of spaggethis cans ready for the opening.
So....
It was confirmed that yes
Nijisanji doesn't do PR training
Well done video, I'm surprised this is your first video on the channel. I'll hit subscribe and look forward to your next.
Damn this was a very professional and in-depth video! Keep cooking!
For your first video, this is insanely well made
Awesome video, its nice to listen about this from the PR perspective. Hope to see move vids like these in the future
well put together video! Looking forward to whatever else you release!
Damn, this is an absolute stellar first video. Keep it up buddy!
This was extremely well made. Subscribed.
Nice!
Thx for the video!
This is fantastic. Do NOT for one moment even think about stopping this great gourmet experience.
Yo this was SUCH a good video. It deserves much more exposure. Thank you for posting this.
Excellent video honestly. Can't wait on your futurr uploads!
Man I just found your channel. This video is great! Can't wait for the next ones!
Bruhh the ending is unexpected 😂😂
This is very well put together. I hope to see more content on other similar blunders in the future.. use that degree to educate us!
Great video! Insanely good for the 1st one.
Thank you for the thorough explanation.😊
Imagine using logos, pathos, and ethos combined in your PR attempt yet failing on all counts.
Bro went to media school but came out cooking straight fire.
Please make more videos. You have great content.
What a great video Mr chair xD
From your background, I expected a lot from the script, but I was equally impressed by your editing; it really shows how much effort you put into this whole video, so kudos for that 👏
Really appreciate the kind words, makes the passion project all the more worth it
5:44 Laughed my ass off from @rimaevenstar 's cameo
Cheers for the lessons on PR. Rather interesting to see how badly Niji has been messing up.
Hot damn, this is some amazing content! It's hard to believe that you have sub 100 subscribers! You definitely earned a sub with this one.
first time to see your video, and i already liking your video style, sub, keep up the good work
I subscribe! thanks, I hope more to come!
his first video what a gigachad
This is really good for a first video. But I think people are curious what your regular content will be before subscribing.
Very well edited.
Love the avatar. Simple and unique.
i need to know where did that video of Tazumi dancing came from
dude you have a top tier documentary voice, wtf
This nijisanji situation is basically what happens if you trying to run from a bear and in effort to buy you some time to out ran it you sawed of your own leg and throw it as bait.
Liked, subbed, and saved for educational purposes
Really good Video 👍👍
While true the termination notice is well within NijiEN's right the rest was just clearly malicious intent. To a degree its like any decent human beings response is to tell NijiEN to essentially GFYS. And it insinuates that working for NijiEN is an absolute hell hole. like NijiEN shoulldnt' even bother harassing Selen but sue the ever living turds out of whoever thought the termination letter was a good idea in its PR state.
Like we are still sitting if you watch the anycolor stock even as like end of the day meme check up the stock is hemoraging value for the last 3 weeks of almost 20% or more. Like this is now both a PR and financial blunder. That has cost 100's of millions in fact this PR blunder could be so bad that other talent agencies just black list the entirety of NijiEN for the foreseeable future just for the liability of PR. Like this PR disaster straight up erased like 134 million dollars from the market cap gross value. And if the asumptions are true this 20% drop istill happened even with buybacks going on. So that means Anycolor lost money on their own buy backs. So for all we know Anycolor could have lost like double what they invested. XD.
Wow this really into perspective just how *bad* their PR has been. I'm beginning to believe they either don't have a team for PR, or they don't listen to them at all.
Though late to reply to this comment and I am sorry if this is weird for you but they are believed to have a team, but as expressed by themselves look at their job openings and requirements. They to save cost are literally hiring law students and the like straight out of school with no actual experience in the field only having theoretical applicable knowledge. Even more so these law school graduates have no real practical experience and are only hired , again to save cost. It's an example of excessive greed and it's widely rumoured that the main driving force of nijisanji is pure greed.
Their PR team thought that the global audience would be as easily manipulated as a Japanese audience. They clearly don't understand anything.
16:27 we already have word from a professor that they will use this in examples in future courses.
This event is so publicly well documented that it serves as a perfect example of what not to do and how all parties were affected and reacted.
16:39 yeah, the guy on the bottom.
here from the beginning 💪🏻