PornHub blocca la Russia: un titolo che è rimbalzato sui media negli ultimi giorni, ripreso da più testate e poi smentito. Ma se anche la notizia fosse realmente una fake news, il fatto che sia stata diffusa è di per sé indicativo.
PornHub ha bloccato la Russia?
Dopo il comunicato di Anonymous, il collettivo di hacker “etici”, e i suoi ripetuti attacchi a Russia e Bielorussia, è divenuto chiaro che quello della cyber guerra è un nuovo fronte del conflitto tra Russia e Ucraina, e di certo, un fronte da non sottovalutare. Del resto, gran parte della vita di una nazione si sposta via web, ormai, dai pagamenti all’informazione. E, può sembrare assurdo in tempo di guerra, anche il mercato dell’intrattenimento.
Netflix e Disney hanno annunciato che bloccheranno le uscite dei loro film e serie tv in Russia, e nei giorni scorsi era circolata la voce che anche PornHub, la nota piattaforma a luci rosse, avesse scelto la strada del sostegno alla causa Ucraina impedendo l’accesso ai profili geolocalizzati in Russia. Tuttavia, nonostante la notizia abbia avuto grande rilevanza, è stata smentita: niente bandiere ucraine all’accesso, niente messaggi di sostegno alla nazione.
E sebbene non ci siano stati comunicati ufficiali in un senso o nell’altro da parte di PornHub, sembra dunque che questa sia una fake news.
Bufala o strategia?
Non sappiamo chi abbia diffuso la notizia del boicottaggio di PornHub alla Russia. Ma il fatto stesso che qualcuno abbia pensato di diffondere una notizia del genere dimostra un pensiero strategico, il cui messaggio è chiaro: .il messaggio è chiaro: il digitale, anche nel caso del conflitto, diventa espressione diretta dell’opinione pubblica. Il boicottaggio è unanime e deve investire anche campi che fino ad ora non erano presi in considerazione, come musica e sport.
C’è dietro una strategia di marketing di PornHub stesso? Non è da escludere. Al momento, il sentiment sulla questione ucraina è molto forte, e, a voler essere – molto – cinici boicottare la Russia equivale a cavalcare l’onda aumentando la propria credibilità con una strategia di real time marketing a livelli forti. Del resto, lo sappiamo bene, schierarsi apertamente è spesso una buona strada per i brand che puntano a condividere valori forti con il proprio target. Siamo tuttavia nel campo dell’ipotetico: nessuno può al momento sapere se si tratti di una bufala creata ad arte o di un messaggio genuinamente sociopolitico.
Scenari futuri
Non c’è dubbio che la guerra in Ucraina stia creando un precedente storico unico. Per la prima volta dalla sua nascita il web è diventato teatro di conflitto aperto tra due nazioni, e l’ha fatto con una forza inaspettata. Quello che è certo è che il web è ormai parte integrante della nostra vita, e come tale non è staccato dal contesto storico in cui si trova. Sempre più troviamo – e troveremo – risposte del web a ciò che accade nel mondo reale, che si tratti di propaganda, opinione pubblica, informazione o intrattenimento.
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