Source | Teacher Liu's Scenario Marketing ID | liuchunxiong1964 Author | Liu Chunxiong

By examining the historical context, we can discern the trajectory of social change. How did modern marketing, which has influenced a century, emerge in the United States? Will China produce a new marketing theory that influences the next century? We must seek answers in the trajectory of social change. How did the last century of marketing begin, and when will the next century of marketing begin? Let us review the changes of the times.

America's "Roaring Twenties"

America's "Roaring Twenties" is a highly iconic period, typically referring to the decade between the end of World War I (1918) and the beginning of the Great Depression (1929). It was a time of profound social and cultural transformation and economic prosperity, characterized by noise, boom, innovation, and conflict. I. Economic Boom and the Advent of the "Consumer Era" This was the most distinctive feature of the "Roaring Twenties."

  1. Economic Takeoff: The U.S. profited greatly from World War I, transforming from a debtor nation to a creditor nation. After the war, domestic industry flourished, especially automobiles, electricity, and construction.
  2. Henry Ford and the Automobile Industry: Henry Ford's promotion of the assembly line drastically reduced production costs, making cars no longer a luxury. The Ford Model T spread across the country, not only changing transportation but also giving rise to suburbanization, highway construction, gas stations, and motels, reshaping America's social landscape.
  3. Electrification: Electricity quickly entered households. The proliferation of radios, washing machines, refrigerators, vacuum cleaners, and other appliances greatly changed family life, particularly freeing women from some household chores.
  4. Rise of Consumerism: With economic prosperity and the popularity of "installment plan" credit, mass consumer culture emerged on a large scale for the first time. People pursued trendy goods and lifestyles, and the advertising industry grew explosively, using new broadcast media to encourage consumption. II. Social and Cultural "Roar": Liberation and Innovation This period was also culturally magnificent, known as the "Jazz Age."
  5. "New Women" and the Fashion Revolution: Women gained the right to vote (19th Amendment in 1920), and their social status rose significantly. They cut their hair short, wore short skirts, and heavy makeup, and were called "flappers." They smoked, drank, and drove in public, challenging traditional social norms.
  6. The Golden Age of Jazz: Jazz originated in New Orleans and swept the nation with the rise of radio and the recording industry. Musicians like Louis Armstrong became stars. Jazz was not just music; it was a symbol of rebellion against tradition and the pursuit of freedom.
  7. Literary Boom and the "Lost Generation": Outstanding writers such as F. Scott Fitzgerald (The Great Gatsby) and Ernest Hemingway emerged. Their works captured the era's glitz, emptiness, and disillusionment with traditional values, earning them the label "Lost Generation."
  8. Rise of Mass Media: Radio connected the nation, allowing people to simultaneously hear the same news, sports, and entertainment. Hollywood entered its golden age, with stars like Charlie Chaplin becoming household names. III. The End of an Era: An Abrupt Halt to the Revelry This grand party came to an abrupt halt on "Black Tuesday," October 29, 1929. The crash of the New York Stock Exchange triggered the Great Depression that swept the globe. Deep economic problems hidden by prosperity—over-speculation, vast wealth disparity, and agricultural depression—erupted at once, silencing the decade-long "roar." In summary, the "Roaring Twenties" was an extremely complex era:
  • It was the starting point of modernity: Many features of modern society, such as consumerism, mass media, and car culture, were established then.
  • It was an era of liberation: Women and minorities made significant strides in rights and cultural expression.
  • It was a bundle of contradictions: Beneath the dazzling prosperity and innovation lurked deep social tensions, racial conflicts, and cultural wars.
  • With its unique charm, this era is still regarded as a legendary period in American history, both fascinating and thought-provoking.
  • It was the starting point of modern marketing. Because radio was widely commercialized, modern marketing rose. ****Media Revolution and the "Stranger in the Living Room" The "Roaring Twenties" and the rise of consumerism provided a breeding ground for mass consumerism. People no longer shopped only for necessities but also for desire, fashion, and identity. I. Media Revolution: The Emergence of Radio Before 1920, mainstream advertising media were newspapers, magazines, and outdoor billboards. The advent of radio was a disruptive revolution.
  1. From Hobby to Mass Media: On November 2, 1920, KDKA, the first commercially licensed radio station in the U.S., began broadcasting in Pittsburgh, marking the start of radio's commercial application. It was no longer a toy for a few hobbyists but a medium that could enter every home directly.
  2. Unparalleled Penetration: Unlike print media requiring literacy, radio conveyed information through sound, understandable by all regardless of age, gender, or education. A family gathered around the radio became a typical middle-class scene.
  3. "The Stranger in the Living Room": The radio host's voice seemed like a welcomed guest, speaking directly to listeners at home. This intimacy and immediacy were unmatched by any traditional medium. II. Exploring Business Models: Who Pays for Radio? In the early days of radio, no one knew how to make money from it. Initial ideas included charging users a license fee or having radio manufacturers fund programs to boost hardware sales. However, advertising ultimately became the answer. Companies quickly realized they could sponsor entire programs and embed brand messages subtly (or directly). This was the origin of the "sponsored broadcast" model. The first paid radio advertisement appeared in 1922 when a New York real estate company bought 10 minutes of airtime. III. Procter & Gamble and Ivory Soap: Why Did They Lead the Trend? At this historical juncture, Procter & Gamble and its Ivory soap perfectly matched the needs of the era.
  4. Products Suited for Mass Marketing Standardized Product: Ivory soap was a nationally sold, standardized packaged good. High-Frequency Consumer Goods: Soap was an FMCG used daily by everyone, with a huge market. High Brand Recognition: P&G had created a highly recognizable brand image for Ivory soap as early as the 1880s, including its name, the famous slogan "99.44% pure," and its unique floating white bar. It was already a mature national brand.
  5. Pioneering Advertising Strategies Before the radio era, P&G had already invested heavily in print advertising and understood the importance of brand building. They knew that to make consumers recognize and choose their product on crowded shelves, the brand name had to be a household word. When radio emerged, companies like P&G immediately saw its potential: a perfect tool to repeatedly instill brand names and slogans into millions of consumers at extremely low cost and high efficiency.
  6. The Birth of "Soap Operas" To attract housewives, the primary purchasing decision-makers at home during the day, soap companies like P&G began sponsoring serialized radio dramas broadcast during the daytime. These dramas were melodramatic and emotionally rich, beloved by housewives. Because they were mainly sponsored by soap companies, they were called "soap operas." This became a classic example of combining advertising with content and greatly boosted soap sales. Summary of the Overall Situation at the Time: Advertising became prevalent: Following the example of big companies like P&G, almost all consumer-facing companies, from food and cigarettes to cars, flocked to radio advertising, seeing it as a must-have. Advertising spending grew rapidly. From Information to Emotional Appeal: Advertising was no longer just about product features and prices; it began to build brand images, tell stories, and evoke emotions. Radio's sound effects, music, and drama provided an excellent stage for this shift. Consolidation of National Brands: Radio advertising helped companies like P&G solidify from regional brands into household-name national giants, squeezing out local small brands. Shaping Consumer Culture: Radio and advertising together shaped modern consumer culture, telling people "what is a good life" and "what you should own," and creating a trend of gaining identity and social belonging through consuming specific brands. In conclusion, the 1920s was an era where technology, economy, society, and business strategy collided perfectly. Radio provided the tool, and pioneering companies like P&G saw the opportunity and invested boldly, together giving birth to the first climax of modern mass marketing and advertising on the fertile ground of "Roaring Twenties" consumption. Its influence persists today. China's Internet "2010s" China's Internet 2010s, compared to America's "Roaring Twenties," may seem different but are actually similar in spirit. Especially the period from around 2012 to before the COVID-19 pandemic in 2019. Both were the early stages of an era. Why the 2010s, not earlier or later? Why not the 2000s (early Web 1.0-2.0)? China's Internet in the 2000s was more like a "pioneering era." The number of netizens was relatively small, internet access mainly relied on PCs, and the Internet was more of a "tool" or "information source," not yet fully penetrating and reshaping every corner of social life. The atmosphere then was exploration and curiosity, not a full-scale revelry. Why are the 2010s so fitting? I. The "Electric Shock" of Technology Just as electricity completely changed American family life and industrial production, the proliferation of smartphones and 4G networks moved China's Internet from the "desktop" to the "palm," achieving 24/7, all-around connectivity. This brought unprecedented convenience and new lifestyles.
  7. On January 7, 2009, 3G licenses were issued. On December 4, 2013, 4G licenses were issued, providing infrastructure for mobile internet.
  8. In June 2010, Apple launched the groundbreaking iPhone 4. The Retina display became an industry standard, with a 5-megapixel rear camera with LED flash and 720p video recording, making phone photography highly usable for the first time.
  9. In August 2009, Sina Weibo launched.
  10. On January 21, 2011, Tencent launched WeChat. On April 19, version 4.0 was released, officially introducing the Moments feature.
  11. In 2012, Taobao (C2C) launched Tmall (B2C). From then on, the mobile phone became a person's "sixth organ," and human society transitioned from industrial society to information civilization. At the same time, the post-90s generation, as digital natives, took the stage. II. The Rise of Digital Natives The digital native generation was born into an era of abundance and growing national confidence. Consequently, in consumption, they exhibited social behaviors seeking "identity" and "emotional resonance." The business logic of the industrial age failed with them. III. Economic "Revelry" This was an era of "mass entrepreneurship and innovation." Trends like O2O, the sharing economy, internet finance, and content entrepreneurship emerged one after another. The capital market was frenzied, with countless startups receiving huge funding, trying to transform everything with the Internet. This resembled the Wall Street bull market and boundless business optimism of the twenties. IV. Cultural "Liberation" and "Tearing" New thoughts emerged. Young people expressed themselves through social media (Weibo, Douban), video platforms (Bilibili), and live streaming (Douyu, Kuaishou), forming diverse subcultural circles. This broke the traditional media's monopoly on discourse, similar to how jazz and new literature challenged old morals. "Loss" and Anxiety: Behind rapid change and material abundance were the pressures of the "996" work schedule, high housing prices, and uncertainty about the future. The popularity of "Buddha-like" and "sang" culture resonates emotionally with Hemingway's "Lost Generation"—searching for meaning beneath the surface of prosperity. Consumption "Revolution": Mobile payment made transactions incredibly simple, giving rise to "fingertip consumption." From online shopping and food delivery to travel and tourism, everything could be done on a phone. This convenience and ubiquity of consumption is comparable to the automobile entering American households in the twenties. Decentralized Media Revolution Compared to traditional media (such as newspapers and television), internet self-media has undergone fundamental changes in communication. Its core characteristics can be analyzed from multiple dimensions: I. Decentralization
  12. Decentralization and Democratization Traditional media: Information is produced by a few professional institutions (e.g., TV stations, newspapers) and disseminated downward, a "one-to-many" broadcast model. Self-media: Any individual or organization can become an information source, with communication nodes distributed in a network. Communication power shifts from institutions to individuals, achieving "everyone has a microphone."
  13. Strong Interactivity and Community Building Traditional media: Weak interactivity, with limited and delayed feedback channels (e.g., reader letters, hotlines). Self-media: Through comments, likes, shares, danmaku, and live-streaming connections, real-time, high-frequency interaction between sender and receiver is achieved. This interaction builds "fan communities" around self-media personalities, forming circles with shared interests and identity, greatly enhancing user stickiness.
  14. Content Integration and Multimedia Self-media content rarely uses a single format but deeply integrates text, images, audio, short videos, live streaming, H5, etc., to suit different expression needs and user reading habits. For example, a news story might have an in-depth article, infographics, short video reports, and live discussions.
  15. Speed and Explosiveness of Dissemination Information spreads through social networks in a chain-like viral manner. Once it touches a hot topic, it can explode across the entire internet in a very short time. "Live streaming" pushes "zero-lag" dissemination to the extreme. II. Content Production and Distribution
  16. Personalization and Personification of Content Production The key to successful self-media often lies not in absolute objectivity but in unique perspectives, distinct viewpoints, and strong personal style. Creators infuse their personality, emotions, and experiences into content, establishing "para-social relationships" with users—emotional connections akin to friendship.
  17. Algorithm-Driven Precision and "Information Cocoons" Platform algorithms recommend personalized content based on user behavior and preferences, making information distribution extremely precise. However, this can also trap users in "information cocoons" built by their interests, reinforcing existing views and reducing exposure to different information.
  18. Cross-Platform Distribution and Multi-Platform Linkage A self-media entity typically does not exist on just one platform but uses a matrix of Weibo, WeChat Official Accounts, Douyin, Bilibili, Xiaohongshu, etc., for linked dissemination, amplifying influence and maximizing audience coverage. III. Challenges to Commercial Communication
  19. Uncontrollability Mass media communication is controllable. Content is controllable, and with sufficient budget, frequency is controllable. Self-media is uncontrollable. Content is uncontrollable, and publication time and viral speed are uncontrollable. Although some PGC can be placed, it is hard to form a mainstream.
  20. Clarity of Commercial Communication Density Without communication density, there is no commercial communication. This is the quantitative justice of communication. The density of commercial communication in mass media is clear and controllable. Self-media communication has unclear commercial density and is highly accidental.
  21. Communication Trigger Mechanism Although both are communication, mass media is "broadcasting"—playing, with the reach mechanism being resource investment. Self-media is "transmission"—viral spread. The trigger mechanism for content virality is emotional resonance. What can evoke emotional resonance is the scenario. ****Seeing the Era's Context Clearly From a business perspective, in the Roaring Twenties, the media revolution and the mass consumption era were two key points, and they were mutually causal, constituting the era's noise. As for simultaneous cultural phenomena, they were the inevitable result of the economic base. Does the digital native phenomenon fit the above logic? Of course it does. Internet self-media allows digital natives to seamlessly connect online and offline, transitioning from passive recipients of media to participants in media. This is an epoch-making media revolution. Another point is the new consumption era. China's mass consumption era has ended, which is a basic feature of China's era of shrinking volume. When the mass consumption era ends, emotionally driven consumption with social attributes rises. With self-media participation and emotional consumption, isn't this exactly the noise of this era? The radio was just a "stranger in the living room," while self-media makes everyone live in a global village. The mass consumption era has ended, and the era of emotional consumption has risen. (Note: emotional consumption is not personal emotion, but abandoning personal emotion and embracing social emotion.) The Roaring Twenties, with the commercial application of radio, opened a century of modern marketing. Around 2010, internet self-media was applied to business, and China's digital native generation entered society, which is opening the next century of marketing.