Fifteen years after her death, science-fiction author Octavia E. Butler has joined an exclusive pantheon of space luminaries memorialized on Mars.
Today NASA announced that the Red Planet locale where its Perseverance rover touched down last month is called Octavia E. Butler Landing, in honor of a Black author who emphasized diversity in tales of alternate realities and far-out futures.
"Butler's protagonists embody determination and inventiveness, making her a perfect fit for the Perseverance rover mission and its theme of overcoming challenges," Kathryn Stack Morgan, deputy project scientist for Perseverance, said in a news release. "Butler inspired and influenced the planetary science community and many beyond, including those typically under-represented in STEM fields."
Butler grew up poor in Pasadena and attended Pasadena City College, where she focused on writing. She published her first book in 1976 and broke into the mostly white, male dominated world of science fiction writing. In 1995, she was awarded a fellowship from the MacAurthur Foundation, She moved to the Seattle area in 1999, where she died unexpectedly in 2006 at the age of 58, after sustaining a head injury in a fall on a walkway outside her home in Lake Forest Park, Wash.
In his own tribute to Butler, Thomas Zurbuchen, NASA's associate administrator for space science, emphasized the connection to Southern California, the home of NASA's Jet Propulsion Laboratory and Perseverance mission operations.
Science-fiction author Octavia E. Butler grew up in Pasadena and spent the last years of her life in the Seattle area. (Writers House Literary Agency / Courtesy Ching-Ming Cheung)
"I can think of no better person to mark this historic landing site than Octavia E. Butler, who not only grew up next door to JPL in Pasadena, but she also inspired millions with her visions of a science-based future," Zurbuchen said. "Her guiding principle, 'When using science, do so accurately,' is what the science team at NASA is all about. Her work continues to inspire today's scientists and engineers across the globe – all in the name of a bolder, more equitable future for all."
The official names of geographical features on other planets must be approved by the International Astronomical Union, but NASA has a tradition of giving its own names to off-world landing sites – for example, Tranquility Base, the place on the moon where Apollo 11 touched down in 1969.
The 1997 landing site for NASA's Pathfinder mission to Mars is known as Carl Sagan Memorial Station, in honor of the late astronomer and author of "Contact."
In 2004, NASA designated the landing sites for the Opportunity and Spirit Mars rovers as Challenger Memorial Station and Columbia Memorial Station, respectively. Those names honor space shuttle crews who lost their lives in 1986 and 2003.
The place where NASA's Curiosity rover touched down in 2012 is called Bradbury Landing, as a tribute to Ray Bradbury, the author of "The Martian Chronicles" and many other works of science fiction.
Perseverance has already begun to venture out from Butler Landing: In addition to announcing the landing site's name, members of the mission team shared imagery from the 1-ton, six-wheeled rover's first drive since its Feb. 18 touchdown.
Perseverance's first drive on Mars
Thursday's traverse lasted about 33 minutes and put 21 feet (6.5 meters) on Perseverance's odometer. Color pictures sent back from Perseverance's hazard avoidance cameras show the tread marks left in Mars' red dirt as the rover took its first spin. Such imagery will be used to assess the dynamics of Perseverance's retro-rocket landing, which kicked up dust and exposed rock formations at Butler Landing.
"When it comes to wheeled vehicles on other planets, there are few first-time events that measure up in significance to that of the first drive," said Anais Zarifian, rover mobility testbed engineer at JPL. "This was our first chance to 'kick the tires' and take Perseverance out for a spin. The rover's six-wheel drive responded superbly. We are now confident our drive system is good to go, capable of taking us wherever the science leads us over the next two years."
The rover's software has already been updated to replace the program for landing with the program for surface operations. Mission controllers have also conducted procedures for deployment and checkout of Perseverance's RIMFAX, MOXIE and MEDA instruments, as well as its heavy-duty robotic arm.
"Tuesday's first test of the robotic arm was a big moment for us. That's the main tool the science team will use to do close-up examination of the geologic features of Jezero Crater, and then we'll drill and sample the ones they find the most interesting," said Robert Hogg, Perseverance's deputy mission manager. "When we got confirmation of the robotic arm flexing its muscles, including images of it working beautifully after its long trip to Mars – well, it made my day."
From its vantage point at Octavia E. Butler Landing, NASA's Perseverance rover can see a remnant of a fan-shaped deposit of sediments known as a delta (the raised area of dark brown rock in the middle ground) with its Mastcam-Z instrument. (NASA / JPL-Caltech / ASU)
More than 7,000 raw images have been sent back to Earth and are available online in a gallery supported by Amazon Web Services. That stockpile is sure to grow as Perseverance ramps up full science observations.
The mission plan calls for the rover to make regular commutes of 650 feet (200 meters) or more to sites of scientific interest. "We're going to do some longer drives," Zarifian said. "This is really just the beginning."
The primary goal of the $2.7 billion Perseverance mission is to analyze the composition of Martian soil for traces of ancient life, and store up promising samples for return to Earth by later missions over the next decade.
This story first appeared on GeekWire.
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A photo from Johnson's Instagram account, which she's used to promote HeyPal.
Photo courtesy of HeyPal
“Today I wanted to work on some Arabic slang, so I literally can pull out the phone and use the app anywhere, anytime!” read a caption to one photo of Johnson sitting near the Indian Ocean with a smartphone in her hands and a cocktail nearby.
At first glance, her casual endorsements may look like mere tips from a travel expert. But the Instagram posts, sprinkled between photos of the model posing in exotic tropical locations, are part of a paid campaign by HeyPal, which is owned by Beverly Hills-based digital app developer ClickStream.
HeyPal—which promises to help users learn new languages through social media posts and online chats with native speakers—has made content creators like Johnson a key part of its marketing and growth strategy. The app is currently paying three influencers, including Johnson, to spread the gospel by showcasing glamorous real-life examples of how people can benefit from the platform.
HeyPal, which has racked up more than 1 million downloads since going live last June, is hardly the only brand turning to influencers. Spending on influencer marketing has exploded in recent years, jumping from only $1.7 billion in 2016 to $16.4 billion this year, according to research from Influencer Marketing Hub.
In some ways, influencer marketing is not much different from traditional celebrity endorsements where actors, artists and athletes hawk products in advertisements. But online influencers often forge deep relationships with their fans, making their endorsements more effective, according to experts. That’s especially true if the products or services they’re marketing naturally fit with the content they’re creating—such as Johnson highlighting a language-learning app as a travel blogger.
“At the end of the day, influencer marketing works because the audience trusts the creator,” Brad Hoos, CEO of influencer marketing agency The Outloud Group, told dot.LA. Hoos noted that customers acquired through influencers tend to stick with brands longer than those lured by other campaigns.
Launched in 2020, HeyPal aims to help people learn new languages by conversing with native speakers through social media features like chats, posts, comments and media uploads. HeyPal offers both free and paid versions of the app; the latter is available in two subscription tiers ($9.99 or $14.99 per month) and includes additional features like unlimited translations on posts and a “PenPal” feature that matches users who can teach each other new languages.
HeyPal CEO Jonathan Maxim, a marketing veteran who ClickStream hired for the role last year, told dot.LA that Johnson and the app’s other influencers bring credibility to the platform. Those other influencers include Jessica Killings, an actress, model and angel investor who, like Johnson, has a large Instagram following.
HeyPal CEO Jonathan Maxim. Photo courtesy of HeyPal
HeyPal has worked with roughly 20 influencers to date, though it has only struck paid partnership deals with three, according to Maxim. (“The other 20 or so are just enthusiasts of the mission,” he noted.) The company declined to share how much it pays influencers to market its app.
In addition to boosting the brand’s visibility, HeyPal’s influencers are able to steer people to the app or channels like its Instagram account, through which the company can later retarget them with ads or push notifications, Maxim said. HeyPal can measure reach, click-through rates and number of app downloads by influencer, and can optimize its ads accordingly.
“Influencer marketing serves the top of the funnel for us,” Maxim said. “Katy creates engaging content, brings people to the middle of the funnel, and then we retarget them and bring them to the bottom of the funnel—which is conversion and engagement in the app.”
Johnson’s Instagram endorsements don’t dig into the details of the app, but they subtly suggest the perks of learning a new language. An Instagram Reels video she made in March shows Johnson dancing and posing for selfies with people around the world—activities presumably made possible by her ability to speak different languages.
“These types of posts help people dream—to see a country and the beauty, the food, the people,” said Jamie Gutfreund, chief marketing officer for Los Angeles-based Whalar, a creator economy company that works with influencers and brands. “They can imagine what their experience could be, especially if they have learned the language.”
Creators have to tread carefully when it comes to corporate partnerships, however. Although brand deals may provide more stable income than platform ad revenue, creators have to ensure they don’t harm their authenticity by constantly promoting products, experts said. About 13% of fans say they have unfollowed a creator because they included too many ads in their content, according to a recent survey.
Johnson is keenly aware of that balancing act: She said she sends just a few promotional posts per month and doesn’t endorse anything on Instagram “unless I really believe in it.” Asked how she makes her promotional posts seem authentic, Johnson said she doesn’t need to.
“I don't really make it look like anything—it is authentic,” she told dot.LA, pointing to videos she shared of her playing with children in Kenya or receiving some help putting on a hijab in Egypt.
“Those are all real moments that I've had,” she added. “And some of these moments can be helped when I'm learning language from language apps.”
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