John Clarvis

Oct 25, 2024 | uk.themedialeader.com | John Clarvis |Marty Davies

OpinionWe have discussed social identity and how parts of the media fuel conflict. In this final instalment, let’s look at what we can do to fight identity-threatening content. The difficulty with decoupling threatening content and commercial operations is that the very nature of our psychological and physical reaction to threat — and especially identity threat — creates a very easy and lucrative revenue stream.

Oct 18, 2024 | uk.themedialeader.com | John Clarvis

OpinionIn the second of a three-part series on social identity and the media, The Kite Factory’s insights chief breaks down the key drivers behind why publishing increasingly provocative content can be irresistible. In the first part of this series, I described the foundation of social identity and how it supports positive self-esteem, with perceived threats to the group potentially activating dangerous reactions in members of a group with high in-group affinity.

Oct 11, 2024 | uk.themedialeader.com | John Clarvis

OpinionIn the first of a three-part series, The Kite Factory’s John Clarvis explores the concept of social identity and the media’s role in perpetuating extreme behaviours. I used to quite proudly state that I was from Yorkshire. In London, it wasn’t uncommon, but I never felt entirely like a Londoner and didn’t want to deny my roots in a poor rural village. This changed in 2016 post-Brexit, when my wife and her family received and continue to receive racist abuse whenever I visit home.

Jun 10, 2024 | performancemarketingworld.com | John Clarvis

John Clarvis, Data and Insights Director at The Kite Factory, unpacks why it's so difficult to understand what truly lies within the ‘messy middle’ of the marketing funnel and why investing in measuring the space is critical for marketers. The marketing funnel is a longstanding model of how customers pass from awareness to purchase. But within this funnel lies an uncomfortable truth – no-one knows what’s happening in the middle.