[dis]connected Visual Report by Amal Alloush

[dis] connected

Living in the moment: taking a realistic approach towards helping self-proclaimed smartphone addicts gain temporary freedom from their digital â&#x20AC;&#x153;ball and chainâ&#x20AC;? and reconnect with the present, by regaining a notion of a life where pure human to human interaction prevailed.

Amal Alloush N0422452 FASH300001 - Negotiated Project Module Leader: Matthew Gill Words: 7532

Contents Aims and Objectives Methodology RESEARCH Introduction Rise of the Digital Narcissists Generation Impatient Hook or Habit? Techno-ference - Case Study: Put It On Friend Mode - Case Study: L’isolé F-o-M-O Do You Speak Digital? The Consumer Search Citizen Cyber “If You Were a 90s Kid You’ll Remember This!!” - Case Study: Camp Grounded - Case Study: Microsoft

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IMPLEMENT- The Big Idea ATION The Creative Idea The Event Before (Promotion and Publicity) During (What, why, where) After (Gifts and Online Presence) So What? (Conclusion)

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References Bibliography List of Illustrations

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Aims & Objectives The aim of this report is to understand the growth of a worldwide digital epidemic which has made it necessary for us to keep one constant eye – and half a mind – on a small device buzzing in our pockets. The report also aims to explore how the persistent accessibility of social networks and countless apps to help us live our lives both easier and “better” has assisted in degenerating real life human interaction, while

investigating the Digital Native’s views on their own technology use and how it personally affects their day-to-day experiences and relationships. The report sets out to answer the questions; “Can we help self-confessed smartphone addicts learn to experience moments fully again, without the continuous interruption of a smartphone? And how can this be done realistically?”

Methodology My initial projected research question concerning the prevention of smartphone over-usage was created from a personal interest in the evolution of technology and its effect on us throughout our daily lives. Following an investigation into the current social climate and relevant case studies, I was brought to question whether my initial idea was even realistic in the real world at all. This resulted in my question progressing to regard whether there could be a way to encourage consumers to simply learn to experience certain moments fully again. This idea was then investigated through a range of primary and secondary methods, leading to the creation of my proposed Big Idea and final implementation method.

Secondary Research was carried out constantly throughout my process. As well as helping to inform my primary research, it also was used to validate and further investigate findings gathered from primary sources.

Books: Within this project, a few examples of the books which have provided me with the most informative insights are: Mind Change by Susan Greenfield, iDisorder by Larry Rosen and Future Minds by Richard Watson. This literature was incredibly useful while forming some of the key starting points for this report. Websites and online: Some of the websites which delivered insightful information were Mashable, Protein and The Drum, which gave fascinating statistics and useful case studies to influence my work. I also analysed videobased content online, focusing on relevant Ted Talks and various viral campaigns on YouTube created by both brands and individuals. Online research was an integral part of my work, as the topic is such a modern one, with books only giving a limited background knowledge. Journals: While researching, journals were a valuable source of reliable academic research and analysis in a range of areas including consumer behaviour investigations and current market challenges.

Primary Research (see methodology in appendix 2.0 for a full analysis). With the majority of my research relying heavily on insights from consumer behaviours, attitudes and opinions, it was essential for me to utilise the most suitable methods of primary research in order to reach a significant conclusion. As the research process developed, it led me to focus in on a specific consumer group to then tailor my Big Idea to; namely the younger segment of the Millennial Generation. (See â&#x20AC;&#x153;Citizen Cyberâ&#x20AC;? within the report for a detailed description of this consumer and their behaviours/ needs). Online interviews: As the problem of excessive smartphone usage is currently a topic so timely and debated, with vast amounts of information and public opinions existing within secondary materials, it was important for me to gain voice from those who have already tried to find a solution to the problem as it stands. A number of interviews were conducted via email and sent to various inthe-know professionals, i.e. CoCreator of Blokket, who I quizzed, among other things, about her opinions on the success of the product and the problem it set out to solve. Prior to the interviews, participants were informed of my intentions and where their responses would be included.

Online questionnaires: Two different questionnaires were used as way of quickly collecting relevant information. By using social media platforms such as Facebook and Twitter to share a link to each survey, I was able to spread the word wide, therefore gaining a large range of responses from my targeted consumer. The survey generator used was beneficial as I could view all the responses together, allowing me to observe any trends and gather key insights from both quantitative and qualitative data easily.

[re]search

Introduction In 2005, Microsoft CEO Steve Ballmer announced in a “visionary” predictive speech; “I believe we’re going to see more change in technology over the course of the next five years than we have in the past decade... Just remember, a decade ago most people didn’t have a cell phone, and didn’t know what the internet was (Ballmer in Burstein, 2013, p26). Technology has advanced so rapidly in the past few years that even a forecast so unconceivable at the time, “now seems like ancient history” (Burstein, 2013). It seems that no-one could have anticipated exactly the hold our devices would grow to have on us as individuals and communities worldwide, although controversial cyberpunk author J.G Ballard did make a shrewd prediction over 25 years ago about the way we would begin to use technology to create new personas and curate every aspect of our lives. “We’ll all be simultaneously actor, director and screenwriter in our own soap opera. People will start screening themselves. They will become their own TV programmes” (Ballard in i-D, 2014: Online).

With now 1 in 5 people in the world owning a smartphone (Heggestuen, 2013: Online) and constantly updating numerous online profiles, Ballard’s concept resonates with the 21st century’s narcissistic digital atmosphere. Wireless devices have transformed the way we communicate, stay entertained and interact with the world. For 80% of us, our smartphones are the first thing we reach for in the morning (IDC, 2012) and for 54% a phone is the last thing we see before we go to sleep (Lookout, 2012). Essentially our phones have become an extension of ourselves, causing us to overlook the rules of etiquette and even become less connected within our offline lives, in order to stay connected online. The internet supplies us with such an abundance of information through our smartphones, that we are “always working to keep up with the constant flow” and “aren’t able to attribute time and energy into specific passions,” to the extent that we could before these devices and social media was so prevalent. Those of us living consumed by technology use are living our lives “one mild wide and one inch deep” (Richards in Munro, 2013: Online), no longer able to experience a moment fully without simultaneously wondering how to capture and exhibit it online.

Rise of the Digital Narcissists Jean Twenge and Keith Campbell describe it as an “epidemic” (2009), and no other term seems as fitting for the recent rise in digital narcissism, or “accidental narcissism”, a label used by digital analyst Brian Solis to express that without realising it, we are all “gradually exhibiting slivers of narcissism” through social media and that “we are the centre of our own digital universe”, each contributing to our own “egosystem” (Solis, 2013: Online). The rise of sites like Facebook, Twitter and Instagram offer the opportunity for us to be intimately connected and involved in each other’s lives, and yet we use them to obsessively “gaze at our own reflections” (Bradley, 2014: Online).Author Kim Stolz believes that “the rise of social media is definitely correlated with the rise of narcissism in our society”, with our self-esteem influenced by the amount of likes or followers we get, and whether or not someone messages us back (Stolz in Dockterman, 2014: Online). Social networking platforms are “user-focused sites” that “reward narcissism” (Twenge and Campbell, 2009, p.107) through self-promotion

and competition for friends or followers, and act as a “virtual playground for self-expression” (Rosen et al., 2012, p.18). The medical definition of narcissistic personality disorder is “a pervasive pattern of grandiosity, lack of empathy and need for admiration” (p.17), and this conveniently reflects the sheer purpose of social networking. Larry Rosen describes a set of choices that are made by users in order to be “social”, many of which encourage a kind of narcissism: “What should I use for my profile picture? Does this one make me look more interesting? Smarter? Cuter?” (p.18). The convenience of smartphones has revolutionised social networking, undoubtedly facilitating and further encouraging the narcissistic behaviours associated with online profiles – enabling users to be online, updating and checking whenever and wherever they wish. Instagram centres itself on being available for updating only via handheld devices, urging users to take photos of moments – and of themselves – while out and about, therefore it came as no surprise when Oxford Dictionary came to name “Selfie” as their Word of the Year in 2013. 08

Generation Impatient

attention spans and increasing the need for immediate gratification” (Yarrow and O’Donnell, 2009, p.9) and we have created a culture of rapid response.

According to the National Centre for Biotechnology Information, in 2013 the average attention span of a human decreased by 3 seconds from where it stood in 2000, and is now a mere 8 seconds (NCBI, 2014: Online). With the increase of external simulation supplied to us over the last decade, this decline – although shocking – was sure to be unavoidable, with a recent study by OMD also revealing that on average, the British can switch between their devices 21 times during an hour (Taube, 2014: Online).

Of course it is a strong argument that the constant advancement of technology is helping to develop “a society that is globally connected and collaborative” (Watson, 2010, p.3), but we are also in danger of creating one that is simultaneously “impatient, isolated, and detached from reality. A society that has plenty of answers but very few good questions” (p.3). We are so spoilt for choice with smartphones and iPods, tablets, and an unthinkable number of websites and apps available at our fingertips, that “we have developed a culture of instant digital gratification in which there is always something to do – although, ironically, we never seem to be entirely satisfied with what we end up choosing” (p.16).

In his book Future Minds, Richard Watson claims that the digital era that we are in is “chipping away at our ability to concentrate” (2010, p.2-3). This change in behaviour has shown to be directly affecting various aspects of the offline and online world around us. The Independent’s abbreviated sidepaper, “i”, and the introduction of the 90 second news update on the BBC are examples described by Susan Greenfield of evidence that “an ever larger constituency, not just the younger generation, of viewers and readers with a reduced attention span” are “demanding a print and broadcast media to match” (2014, p.3-4). The digital world we currently inhabit – where Twitter cuts thoughts and news stories down to 140 characters, and videos are shortened to 6 seconds on Vine – “is credited with shortening

Hook or Habit?

Anything can be abused, and moderation is the key to staying in control. But as Susan Greenfield explains, “while moderation may well be the key, technology is not necessarily being used in moderation” (2014, p.8), with some people admitting they would be willing to give up speaking – and even eyesight – for a week, just so that they could continue their online browsing (Rt.com, 2014: Online).

With increasing options for communication in an everconnected world, dependence on internet and smartphone use is common, and we are all supposedly headed for an “iDisorder” (Rosen et al., 2012) – but is smartphone addiction a real thing? A study in 2011 disclosed that while people may not be addicted to smartphones themselves, they have become addicted to the “checking habits” that develop through phone use (Oulasvirta et al., 2011) – for example repeatedly and obsessively checking newsfeeds, texts or emails, regardless of whether or not any new information has been presented since they last checked. The desire to check our smartphones has become “a basic 10

human need” according to digital strategist Keane Angle (Angle in Stolz, 2014, p.38), who describes that when we receive information through our phone such as texts, tweets or “likes” on a status update, “it’s like the crack version of a compliment – it’s bite sized, its effects last only a few seconds, and it’s highly addictive” (p.38). When we absentmindedly reach for our phones or are unable to resist the urge to grab our devices, we are seeking out these informational “rewards”, and have gotten to a point where, instead of notifications acting as “alarms” and “something we can choose to respond to”, they have started being treated as “commands” which we cannot ignore (Vardy, 2013: Online).

Case Study: Put It on Friend Mode Put it on Friend Mode is a social campaign created by students at Nanyang Technological University’s School of Communication and Information, in order to try and tackle the issue of friends being glued to their phones while hanging out. The creators claim that existing phone profiles such as “Silent Mode” and “Flight Mode” are just not enough to suppress the desire to go online when a phone screen is still visible, and the campaign urges phone users to use “Friend Mode” by turning their phones face down. Through the campaign website, users can give email details and “pledge” to give their friends their undivided attention by putting themselves on Friend Mode, and consequently can receive the site’s newsletter. To ensure people are persuaded to pledge, incentives are offered in the form of dine-in discounts for various cafés around Singapore which can be redeemed around Friend Mode Day, on 22nd February. During its first year, Put It On Friend Mode garnered over 2000 pledges through the website, (Ng, 2014: Online) and the campaign has drawn strong support from students, with the organisers claiming they have plans to expand it to schools in the near future (NDTV, 2014: Online).

Case Study: L’isolé Situated in the red light district of Pigalle, France, L’isolé is a hidden bar with one rule: no Facebook and no Twitter. Designed by art studio Le Creative Sweatshop and translating to “the isolated”, L’isolé’s strict anti-social-media policy aims to encourage its visitors to engage with the inside space and the people around them, rather than being constantly distracted by something they’re doing on their phone. As well as the bar’s social rule – enforced by not providing a WiFi connection – the aesthetic of the bar’s interior also surrounds the idea of isolation, and glass is used throughout, “so everything is isolated but also exposed” (Le Donche in Sayej, 2014: Online): the central stairway is encased in glass, as well as the secluded DJ booth. With a capacity of only 110, L’isolé operates a member’s policy and has 300 official members who receive drink discounts and priority access to the bar, however non-members are also welcome, “if they’re cool, creative or funny.” Co-founders Antoine Galabert and Guillaume Le Donche opened L’isolé with the intention to own a bar with a human touch, and all communication and promotion is done offline with “prints and real-life networking” (2014: Online), although the club does have its own Instagram account where its progress can be seen.

Terms such as “nomophobia” – the fear of being without a mobile device – and “phantom vibration syndrome” – the sensation of one’s phone vibrating when it isn’t – have already been coined, among others, as recognisable side-effects of our compulsive checking habits (Hawkins, 2014: Online). As more and more pleasurable “rewards” are added to smartphones via new apps and functions, it’s intriguing and unnerving to think how these effects will develop in the future.

Techno-ference Smartphones are so predominant in our lives that they’ve become our primary companions for most of our waking hours, interrupting every day activities and social interactions. We can “be on the move in the real world, yet always hooked into an alternative time and place” (Greenfield, 2014, p.1). The ubiquity of mobile devices has caused people to be “lost in invisible, one-sided dialogue all the time, and oblivious to the reality of the physical present around them” (Greenfield, 2003, p.11).

“Technology is intended to enhance our ability to collaborate, not replace the need for personal interaction” (Kiisel, 2012: Online). Yet, gradually we have become overly attached to digital communication, and have started to consider real life interaction as a secondary means. “We are connected globally, but our local relationships are becoming wafer thin and ephemeral” (Watson, 2010, p.3), and “we seem to have lost some of the common rules of etiquette in the service of constant worldwide connection;” we ignore friends over dinner to Instagram a photo of our meal and post on Facebook about how much we’re enjoying dinner with friends. Richard Watson likens WMDs (Wireless Mobile Devices) to Weapons of Mass Destruction of our emotional world (2010, p.47). Using smartphones we can distract ourselves in endless ways, and suddenly it has become perfectly acceptable to pick up our phones during a conversation to start texting someone else, or to absentmindedly scroll through Facebook while sitting in a class.

Ingrid Zweifel-Jacobs, Chief Creative Officer at The Way We See the World and co-creator of Blokket, expresses that because “technology, especially the smartphone, has developed so quickly, we have not had time to even question how it is affecting every facet of our lives” (2014: appendix 4.1). She notes that this shift in attitudes is only so noticeable now because technology in the past grew so much more slowly, allowing people to “naturally create etiquette” around it, and believes that the solution to the problem lies in the development of new social “rules”: “we need to establish new etiquette for our digital world to help us engage in the present moment and question what truly makes us happy” (2014: appendix 4.1).

F-o-M-O In her TED Talk Connected, but alone? Sherry Turkle describes how our phones are “changing our minds and hearts” by “offering us three gratifying fantasies” – the most important of which being that “we will never have to be alone” (Connected, but alone?, 2012). This idea, she believes, has been “central to changing our psyches”. In our digital world, we cannot fathom the idea of being alone anymore, and so we try to solve it by connecting online. FoMO refers to the “Fear of Missing Out” on something or someone more interesting or exciting than that which we are currently experiencing. We become anxious, we fidget, and we reach for our devices (Connected, but alone? 2012), not only while we are alone and idle, but also when we are around others, or completing a task. While we fear we may be missing out on the latest Instagram update or text conversation, “in our race to miss out on as little as possible, we end up not knowing – and not doing – anything fully” (Nurun, 2013: Online).

In addition to our FoMO on exciting information, we also fear missing moments and memories – but the way we attempt to preserve these memories using our phones, may in fact be how we are killing them. Psychologist Linda Henkel carried out a study that proved reaching for a smartphone to capture every situation we are in (and subsequently sharing them online) can alter our ability to retain memories (Henkel, 2013). “When our first instinct in a situation is not to absorb the moment, but to reach for our cameras, can we truly say we are living in the moment?” (Sproull, 2014: Online). 17% of Brits say they have missed a key event such as a baby’s first steps, due to trying to capture it to share on a social network (Badoo, 2014: Online). As we spend more of our time photographing moments for future reference, thus attaching fewer emotional connections to the situation, we may as well have not been through the experience at all (Sproull, 2014). It can’t be ignored that these behaviours are more dominant in the younger generations, described by Professor Daniel Kahneman as “the Instagram Generation,” who “experience the present as an anticipated memory” (The Riddle of Experience vs. Memory, 2010). Situations seem to be constructed, purely for the sake of seeming favourable when they are exhibited towards a social audience, and we only remember moments simply because we have a record of them,

not because we truly engaged with and absorbed them. It is almost as if events aren’t seen as “real” unless we can document them and then experience them second hand (BBC, 2013: Online). As a result of these attitudes, it is pertinent to ask whether we are losing sight of how to really “enjoy ourselves in the moment; more concerned with a desire to give a good show?” (iD, 2014: Online).

Do You Speak Digital? Many sources, both online and offline, are recognising a new era and the dawn of “Generation C;” the C representing a connected society based on interests and attitudes. Those in Generation C range from Gen Z’ers to Baby Boomers and older. They “are not bound by age, live and breathe in social networks and use mobile devices as their windows to the world” (Solis, 2013, p.32). Even though the dissemination of new technology and smart devices is noticeably affecting the behaviours of a wide spectrum of age groups, it is unavoidable to observe that 65% of this “connected” generation are under 35, (Google Think Insights, 2013: Online) and are part of Marc Prenky’s “digital native” tribe; (Prensky, 2001) those who are the “native speakers of the digital language” of today. Socialised differently from their counterparts – the “digital immigrants;” those over 35 who have learned to adopt most aspects of a technological

ALL THESE OPEN WINDOWS, BUT NO FRESH AIR. lifestyle yet still retain an “accent” from the past (Prensky, 2001) – digital natives have grown up alongside the development of the technology of today, and have had it integrated into their lives from an early age, if not birth. By spending their lives surrounded by digitisation and connectivity, the digital native’s familiarity with and expertise in all things mobile and “smart” may be creating a generation that is “autonomous yet peer-mindful” and able to multi-

task, but some also are concerned they mark “no great leap forward in human intelligence or global thinking” (Strauss and Howe in Watson, 2010, p.21). Although “it’s a time-honoured tradition of every senior generation to ask, “What’s with these kids?”” (Yarrow and O’Donnell, 2009, p.11), research clearly shows that those under 35 use devices more obsessively and are more reliant on technology to live their lives than any other generation (Cisco, 2014: Online).

The Consumer Search

In response to my research on digital natives as a group, I created an online survey (see appendix 5.1) consisting of questions regarding online behaviours and opinions on individual smartphone and social media use, which was shared among various social media sites in order to target this young, connected consumer and gain some primary insights to enhance my existing understandings. I asked each participant to describe their relationship with their smartphone. Words like addicted, dependent, attached, everything, obsessed, my other half, intimate and intensive were used multiple times. Over 70% of respondents used these kinds of negative and obsessive words to describe their relationship, with only 29% using positive words like useful, safe and functional. When asked how they feel when they can’t access their phone – for example if they leave it at home during the day – some responded with unsettled, incomplete, out of the loop and unsafe. However, 58% of those 18 and over used words like free, relieved and liberated, with some stating that although they feel panicked at first, they start to enjoy what they’re doing more throughout the day.

Viral video campaigns such as Look Up and I Forgot My Phone had been effective in making respondents think twice about how they use their phones in certain situations, with 69% claiming that their phones get in the way of social interactions, and 71% saying that friends and family have commented on their use. Out of the 15 respondents who were under 18, all but two didn’t feel that their phone use was a problem, and only one had tried in the past to reduce their usage. This resonates with Prensky’s observation that Generation Z and children “born into any new culture learn the new language easily, and forcefully resist using the old” (Prensky, 2001). Insights from this survey led me to identify and focus on a subgroup of target consumer: this being young Millennials who are plainly aware of how much they use their phone, and have previously tried to renounce their obsessive behaviour, but have not succeeded for reasons such as: the phone was still in close proximity, boredom, the need to contact others, or that they felt left out as everyone else around them was still using their phones.

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(#citizen cyber...)

“Citizen Cyber” Aged 19-25 and in the youngest segment of the Millennial Generation, Citizen Cyber is knowledgeable with all of today’s devices, and speaks the “digital language” with ease. As a self-confessed smartphone addict, the smartphone plays an essential part in the day to day lives of Citizen Cyber acting as a companion when bored, unsafe or alone.

These consumers have had their adult lives permeated and altered by smart technology, yet unlike those in Generation Z, they are old enough that a large amount of their years growing up were underwent without the constant distraction of smartphones.

No matter how useful their phone may be, a strange liberation is felt when the phone is inaccessible, and every day activities are enjoyed and experienced more fully.

I then carried out a further survey (see appendix 5.2) for those in my identified subgroup, containing one question: Do you enjoy looking back on your childhood/ thinking of a time before you used a smartphone/social media? 95% of the respondents answered Yes. This resulted in further research into the nostalgia trend of today, and how it has been used successfully by brands to create interest from the younger market.

A true “nineties kid,” growing up when phones were not the multipurpose entities they are today, Citizen Cyber looks back on “the good old days” of their childhood years with fondness.

“If You Were a 90s Kid You’ll Remember This!!” The underlying trend of nostalgia “manifests in a dominant way every three to five years,” and was last a central trend in 2009 (Ridgley, 2009). Marketing literature proposes that nostalgia tends to increase among consumers as they “become more dissatisfied with their present life and seek to revert to the past” (Hirsch in Spaid, 1992).

“Nostalgia relates, not to a specific memory, but to an emotional state. This idealized emotional state is framed within a past era, and the yearning for the idealized emotional state manifests as an attempt to recreate that past era by reproducing activities performed then and by using symbolic representations of the past” (Hirsch, 1992: online). 19

Look to any publication like Buzzfeed and you will discover numerous lists dedicated to looking back at the 90s, which “spread like wildfire on social media” (Sheares, 2013: Online). “Fleeing to the past prevents us from fully engaging with a present that needs fixing,” (Rozsa, 2014: Online) and the young Millennials of today are approaching a point where reminiscing allows an escape from today’s hyper-connected world.

Nostalgia can counteract loneliness, boredom and anxiety, and has been proven to make people overall more generous and tolerant towards strangers (Tierney, 2013: Online). It has also been shown that by giving a sense of continuity in life, looking back to the past can actually increase optimism about the future (Science of Nostalgia, 2013).

Case Study: Camp Grounded Camp Grounded is a “digital detox” summer camp in California, for adults seeking to curb their addiction to their digital devices and relive happy childhood memories. Upon entry to the camp, phones, computers, tablets and watches are turned in, and the use of them is prohibited, as well as the use of real names – campers are given a “camp name” as they arrive on site, in order to discourage talk of work or networking. The four-day event captures an authentic non-digital experience by using nostalgic past-times to create entertainment for participants and encourage them to focus on the present moment, as well as a variety of “real life” versions of features available through smartphones and the internet: for example a physical “inbox” where campers can leave each other notes, and a human-powered search engine. As participants reach the end of their detox, the aim of Camp Grounded is to give them a new perspective on how they use technology daily. Campers hail from all over America and the world, and pay to take part in the experience, and previous campers have gone on to adopt traditions such as “tech-free Friday nights” (Baek, 2013: Online). In its first year, Camp Grounded sold out in two weeks, ironically marketing only via Facebook. It continues to succeed and sell-out in advance, despite the fact it costs $350 per person (Scatena, 2014: Online).

Case Study: Internet Explorer Google Chrome, Safari and Mozilla Firefox now act as the browsers of choice for many worldwide, and in order to reclaim some of their previous following and introduce a new, positive brand message, Microsoft began a campaign in 2012 called “The Browser You Loved To Hate.” The campaign’s intentions were to introduce a new version of Internet Explorer, allowing people to have fun and give the “dated” browser another chance. Released in January 2013, “Child of the 90s” was the third advert in the Browser You Loved To Hate series and hoped to re-attract the digital generation who left Internet Explorer out of frustration. The video was created specifically to target those who were growing up in the 1990s, and aimed to build this audience’s trust through memories, engaging them by showing various gadgets and “fads” from the 90s and therefore appealing to their sense of nostalgia and creating an emotional connection between the brand and consumer. The ad’s simple tagline, “You grew up. So did we”, was used to appeal to Generation Y, and Microsoft’s use of nostalgic marketing was a huge success, gathering almost 50 million views on YouTube, and the brand’s brand power index to rise by 18% because of it (Sheares, 2013: Online). Despite the apparent viral and commercial success of the advert, there are some who criticise Microsoft’s approach, arguing that although the video did a good job in spreading virally as a “novelty” amongst the Millennial generation, it didn’t explain in any detail how Internet Explorer has improved as it has grown, and why they should begin using it as a browser again (Thier, 2013: Online).

[implement]ation

The Big Idea The big idea is Digital Liberation. “No matter how much Digital Immigrants may wish it, it is highly unlikely the Digital Natives will go backwards. In the first place, it may also be impossible – their brains may already be different. It also flies in the face of everything we know about cultural migration” (Prensky, 2001). Digital Liberation is not about living life off the grid. As Prensky describes, today’s technology is too big a part of the Digital Native’s language and the smartphone is too much of a necessity for day to day function, for the Citizen Cyber consumer to stop using it altogether. Digital Liberation is about being in control of the way technology is used, and what is done when the devices are gone. It will allow Citizen Cyber to be both physically and mentally present, and to learn to experience and live in the moment again. Citizen Cyber will be able to socialise and interact without the interference of an interactive pest, remembering how easy it once was to live without a constant digital tether.

The Creative Idea The idea of Digital Liberation will translate creatively into [dis]connected: a series of monthly, offline sign-up “detox” events targeted towards the Citizen Cyber consumer; the launch taking place at Nottingham Trent. Attendees will hand in their phones and other digital devices for the duration of the event, and – similarly to L’isolé and Camp Grounded – guests will be able to be fully involved and immersed in their surroundings, enjoying the event without wondering how to photograph it; without being mentally somewhere else, and without concern for conversations and goings-on to be repeatedly interrupted. The entertainment provided throughout the event will allow attendees to reminisce about their younger years, while soaking in the atmosphere with their peers.

The Event: [dis]connected: BEFORE The majority of promotion for the launch of [dis]connected will take place offline. Co-founder of L’isolé, Guillaume Le Donche expresses that “with digital promotion, you’re just lost in the maze of the internet” (Sayej, 2014: Online). The creation of publicity around the event will be carried out via posters, flyer based “invitations” and a dedicated website.

Posters: Leading up to the launch event, a series of A2 posters will be displayed around the university campus, both inside and outside of buildings and the student union. Each will contain details of the launch of [dis]connected, a glimpse of the entertainment that will be offered at the event, and a link to the [dis]connected website, should more information on the concept be required. The attention of passers-by will be grabbed with the use of phrases such as: BE PRESENT, NOT JUST ‘HERE’; and ARE YOU LISTENING TO ME? (see additional postcards for all poster designs), and attached to the posters will be a page where those interested can write their names and sign up to attend the event. The visual aesthetic of the posters will be inspired by the digital theme, with use of patterns and textures, and graphic design referencing 90’s and 00’s trends. The posters will aim to intrigue and excite. 23

Flyers: Flyers and leaflets are an effective way of getting direct word about a brand or event out to potential consumers quickly. But with these promotional mediums contributing a significant amount towards the UK’s £885m a year litter problem, (BBC, 2011: Online) there seems to be a slight stigma attached to the handing out of promotional material in the UK. I carried out a word-association task (see appendix 8.0) in which I asked a range of students around the university to write down the first word that comes to mind when they think of flyering. The words most commonly used to describe flyers and the people who distribute them, were negative words such as annoying, avoid, pushy, litter and nuisance. (A small number of participants elaborated on their responses, adding that the flyers being offered do not look interesting, are not designed well, and that the people handing them out never seem to be passionate about what they’re promoting). The activity was useful as it allowed me to view the issues the average student has with flyering, and therefore tailor my approach to this offline advertising method in a way which will avoid these negative reactions from my targeted audience.

This will be done by creating an “experience” out of the flyering process. A fortnight prior to the launch of [dis]connected, two stalls will be set up outside the student union. The stalls aim to attract the attention of students passing by, who will be intrigued and invited to walk over, rather than being approached and forced into taking a flyer they don’t necessarily want.

them will pay more attention and be less likely to throw them away than they would a generic paper hand-out.

Online: Understanding that Citizen Cyber is frequently online, a website for [dis]connected will be created (www.getdisconnected. co.uk) for easy access to a virtual sign-up page while they are not around university buildings. The layout will be simple and clear with an aesthetic to coordinate with offline promotion, and the site will initially consist of one home screen which can be scrolled through. Before the launch, potential attendees will be able to read a brief description of what’s to come, and sign up to attend the event by giving their name, and phone number if they wish (their phone number will later be used to contact and remind them of the event a number of days before it occurs).

Aesthetically, the flyers will be designed in the form of “invitations” to the launch event (see appendix 7.3 for inspiration), and will be packaged in small, shallow branded boxes, which will contain information on the event and a link to the [dis] connected website, as well as a small packet of sweets from the 90s. By using these boxes and using the free gift as an incentive, more people will be influenced to take them, and those who do take

[dis]connected: THE LAUNCH THE LEVEL, NTSU 07/03/2015 12:00-15:00

A â&#x20AC;&#x153;digital detoxâ&#x20AC;? event designed to satisfy your nostalgic cravings for the 90s and 00s, and let you reconnect with fellow students.

You are invited to reconnect with your present and with your past. [dis]connect from your digital tether and experience the moment.

THE LAUNCH EVENT

Expect food, drink, quality entertainment, and perhaps a little thank-you as you leave.

First Name:* Surname:* Mobile: (So we can remind you when to be here)

[dis]connect me!

#getdisconnected 26

The Event: DURING [dis]connected Launch Saturday 7th March 2015, 12pm – 3pm.

Event.

Taking place in The Level in Nottingham Trent’s Student Union building, the aim of the [dis]connected launch event is to officially introduce the idea of [dis]connected to its audience. On arrival at the event, guests will be asked to hand in their phones and any other digital devices, which will be stored in named packages for the duration of the event, and will be returned to their owner as they leave the venue. This is influenced by the idea that, with another authority in control of their devices, there will be no risk of guests being tempted to take their phones out and check them throughout the event. During the event, attendees will be able to watch a variety of popular television programmes aired in the 90s and 00s, such as The Fresh Prince, Even Stevens and That’s So Raven, which will be played on screens throughout the venue. They will also be able to participate in karaoke, with a karaoke machine placed at one end of the venue, allowing guests to sing chart-topping songs from their childhoods.

Drinks will be available at the venue bar, as well as a buffet of snacks which will have been popularly eaten in the 90s and 00s. The entertainment provided will aim to take guests back to their childhoods, and a time in their lives when they were truly happy and carefree. To introduce an interactive element to the event, there will be a large notice board at one end of the venue, where guests will be encouraged to write down their thoughts on the event and the quality of their experience. These will later be shared through both the [dis]connected Facebook group and website as testimonials targeted towards potential future guests. A photographer will be hired for the event duration, to photograph guests enjoying the entertainment and each other’s company without their phones. In order to capture authentic moments and genuine emotions, rather than staged or posed happiness, the guests will not be aware of these photos being taken. The images will later be uploaded to the [dis]connected at NTU Facebook page.

The Event: AFTER Goody Bags – At the end of the event, each attendee will receive their own personalised goody bag, or “lucky bag” – as inspired by children’s lucky bags manufactured in the late 90s and early 00s – which will aim to leave a lasting impression by containing a handful of favours which will be remembered from childhood, as well as containing the phones and devices each person handed in earlier on.

be distributed throughout the bags will be: popular confectionary from the 90s and 00s, such as Candy Sticks, Hubba Bubba bubble gum, push pops, Rainbow Drops and sherbet straws; accessories such as “butterfly” hair clips and “mood rings” and small toys, for example Ty Beanie Babies, Troll key rings, Tamagotchis, Pokémon cards. These souvenirs will be given with the aim to evoke nostalgia from guests, who will remember seeing them while they were growing up.

Included in every bag at the launch event will be: a thank you note with a written message, thanking the guests for being a part of [dis]connected and for forfeiting the use of their phones for a few hours, in order to experience the event fully and to give others their undivided attention; a card listing the details of the next event as well as [dis]connected’s online and social media links and the suggested collective “hashtag” of #getdisconnected, for attendees to use, should they mention the event online; a small bottle of Coca Cola (a brand also concerned with enjoying moments and solving the problem of smartphone addiction, who previously released a comical “social media guard” campaign – see case study in appendix 6.1) and a Blokket pouch (see case study in appendix 6.2) which will encourage enforced digital downtime after guests leave the event.

The bags will act as a keepsake, a reminder of the experience, and a valuable device for continuing conversation with attendees after they leave the event. They will also work as incentive to return to similar events, creating mystery by leaving guests to anticipate what they could be presented in the future, as well as encouraging others to sign up for [dis]connected when they can. After phones have been returned to their owners, the bags and their contents will be appealing to photograph and subsequently share via social media sites such as Instagram, therefore generating interest and buzz around the event.

Facebook – Following the launch event, a Facebook page titled [dis]connected at NTU will be created, in order to create an online following. Those who choose to ‘Like’ the page will be able to learn more about the [dis]connected concept, and see

Additional novelty items which will 30

official photos from the first event. Posts on the social media page will include images of opinions posted on the notice board by guests at the launch; reminders of the next upcoming event; and hints on what can be expected in terms of entertainment. As the aim of [dis]connected is not to get Citizen Cyber off their phones completely, it is important to have an offering in the world of social media, as it will be the quickest and easiest way to spread information and continue conversation with guests after the event, and because social networking will continue to play a significant part in Citizen Cyber’s online lives. [dis]connected’s presence on Facebook will also allow positive word of the event to be spread, thus creating further interest and awareness of its aims. 31

Website – Following the launch event, the [dis]connected website will be extended to include additional functions. It will remain as one static home screen that can be scrolled through, but will be edited to feature the date of the next event at Nottingham Trent, as well as a link to sign up to attend; a description of what happened at the launch and testimonials and reviews from those who attended the event; and a link to the [dis] connected Facebook page. Expansion – As awareness and popularity grows, [dis]connected hopes to expand to further universities around the UK, creating a social “movement,” as more events take place and more people begin to talk about the events and their experiences within them.

[dis]connected: NEXT EVENT 11/04/2015 12:00-15:00 THE LEVEL, NTSU

A “digital detox” event designed to satisfy your nostalgic cravings for the 90s and 00s, and let you reconnect with fellow students.

The [dis]connected launch was a huge success, with over 150 of you signing up to enjoy the entertainment!

THE LAUNCH EVENT: SUCCESS!

To see photos from the event and other useful information, head over to our Facebook page.

“It was great to have food and hear songs I loved when I was younger.” Tom Wright

“It was so nice to chat to my friends without someone constantly checking their phone.” Lucy Acton

[dis]connect me! #getdisconnected 32

So What? The foremost aim of [dis]connected and its launch event, is to get the Citizen Cyber consumer thinking differently about the way they use technology – primarily smartphones – and how it is affecting their ability to fully experience moments, both while alone and with others. The event – even if used purely as a way to take a voluntary break from tech during a day – will allow attendees to immerse themselves in their surroundings and focus entirely on enjoying the experience with their peers; to think about spending time interacting with the people who are directly in front of them, rather than those who are elsewhere. After seeing photos taken during the event, and therefore being able to see themselves from an outsider’s point of view, conversing and enjoying the entertainment, perhaps Citizen Cyber will begin to think about using their phones in a different way, considering their situation and the logic surrounding it. [dis]connected doesn’t intend for Citizen Cyber to discard their phones and never pick them up again, but encourages them

to find a balance between connected and disconnected. Perhaps while alone and waiting for a bus, or while walking home at night, their phone can provide the needed entertainment or security. But when eating with friends around a table, or while at a favourite artist’s concert – maybe they can detach from the obsessive need to document, and that photograph or reply to a Tweet can wait an hour or so. [dis] connected’s goal is to assist Citizen Cyber in being aware of and monitoring their behaviour around technology, and to find a way to balance the best of the digital future without extinguishing the foundations of the past. “An argument sometimes used to dismiss any concerns about digital culture is the idea that, as long as appropriate regulation is in place, we’ll muddle through. If and when there is, all the appropriate checks and balances will of course be duly put in place. In the meantime, as long as we are sensible and proportionate, we can enjoy and benefit from all the advantages of cyber life” (Greenfield, 2014, p.7).

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NDTV, (2014). Singapore Grapples With Smartphone Addiction. [online] NDTV.com. Available at: http://www.ndtv.com/article/world/singaporegrapples-with-smartphone-addiction-541270 [Accessed 9 Dec. 2014]. Ng, M. (2014). Put it on “friend mode” for discounts. [online] AsiaOne Digital. Available at: http://digital.asiaone.com/digital/news/put-itfriend-mode-discounts [Accessed 12 Dec. 2014]. Nurun, (2013). Multitasking: Focus and Dispersion in the Age of FOMO. [online] Nurun.com. Available at: http://www.nurun.com/en/our-thinking/ emerging-behavior/multitasking-focus-and-dispersion-in-the-age-offomo/ [Accessed 11 Dec. 2014]. OxfordWords blog, (2013). Oxford Dictionary’s Word of the Year 2013. [online] Available at: http://blog.oxforddictionaries.com/press-releases/ oxford-dictionaries-word-of-the-year-2013/ [Accessed 28 Oct. 2014]. Pearson, S. (2014). Blokket. [online] Protein. Available at: https://www. prote.in/en/feed/2013/05/blokket [Accessed 15 Nov. 2014]. Rozsa, M. (2014). What the 20-Something Nostalgia Obsession Means About Growing Up. [online] Mic. Available at: http://mic.com/ articles/82957/what-the-20-something-nostalgia-obsession-means-aboutgrowing-up [Accessed 23 Nov. 2014]. Rt.com, (2014). Israelis ready to give up sex, family for Internet – Google Survey. [online] Available at: http://rt.com/news/200311-israel-internetsurvey-google/ [Accessed 29 Oct. 2014]. Sayej, N. (2014). An Exclusive New Club in Paris With a No-Social-Media Rule. [online] T Magazine. Available at: http://tmagazine.blogs.nytimes. com/2014/07/25/lisole-exclusive-new-club-paris-no-social-media-rule/?_ r=0 [Accessed 12 Nov. 2014]. Scatena, J. (2014). The Tao of Fidget Wigglesworth. [online] Modernluxury.com. Available at: http://www.modernluxury.com/sanfrancisco/story/the-tao-of-fidget-wigglesworth [Accessed 12 Dec. 2014]. ScienceDaily, (2010). Teens with more screen time have lower-quality relationships. [online] Available at: http://www.sciencedaily.com/ releases/2010/03/100301165614.htm [Accessed 7 Nov. 2014]. Sheares, A. (2013). Want to Market to Millennials? Get Nostalgic.

[online] Cision.com. Available at: http://www.cision.com/us/2013/11/ market-to-millennials-get-nostalgic/ [Accessed 23 Nov. 2014]. Solis, B. (2013). The Accidental Narcissist and the Future of [Connected] Customer Engagement. [online] Socialmediatoday.com. Available at: http://www.socialmediatoday.com/content/accidental-narcissist-andfuture-connected-customer-engagement [Accessed 8 Dec. 2014]. Solis, B. (2014). Broadcast Yourself(ie): If You Think Gen Y is Different, Wait Until You Meet Generation Z. [online] Briansolis.com. Available at: http://www.briansolis.com/2014/07/broadcast-yourselfie-think-geny-different-wait-meet-generation-z-todays-teens-preteens-children/ [Accessed 21 Oct. 2014]. Sproull, A. (2014). Chronic Capturing. [Blog] Anastasia Amour. Available at: http://anastasiaamour.com/2014/06/19/chronic-capturingsmartphones-making-you-lose-your-memory/ [Accessed 7 Dec. 2014]. Swallow, E. (2011). Are Smartphones Taking Over Our Lives? [online] Mashable. Available at: http://mashable.com/2011/08/04/smartphoneaddiction/ [Accessed 7 Nov. 2014]. Taube, A. (2014). Here’s How Many Times People Switch Devices In A Single Hour. [online] Business Insider. Available at: http://www. businessinsider.com/omd-uks-device-swapping-study-2014-1?IR=T [Accessed 9 Dec. 2014]. Thier, D. (2013). Microsoft’s Wonderful, Cloying, and Woefully Misguided ‘Child of the 90s’ Ad. [online] Forbes. Available at: http:// www.forbes.com/sites/davidthier/2013/01/30/microsofts-wonderfulcloying-and-woefully-misguided-child-of-the-90s-ad/ [Accessed 16 Dec. 2015]. Tierney, J. (2013). What Is Nostalgia Good For? Quite a Bit, Research Shows. [online] Nytimes.com. Available at: http://www.nytimes. com/2013/07/09/science/what-is-nostalgia-good-for-quite-a-bit-researchshows.html?_r=0&adxnnl=1&pagewanted=all&adxnnlx=1416765673Mt3WhNpD/3mhXVnxGUE2hQ [Accessed 23 Nov. 2014]. Vardy, M. (2013). Lifehack Book Review: iDisorder. [online] Lifehack.org. Available at: http://www.lifehack.org/articles/technology/book-reviewidisorder-understanding-our-obsession-with-technology-and-overcomingits-hold-on-us.html [Accessed 10 Dec. 2014].

Television Web Junkies - Chinaâ&#x20AC;&#x2122;s Addicted Teens, 2014, Television programme, BBC Four, Beijing, 15 Sep. 2014 Video Aspirational. (2014). [video] California: Matthew Frost. Coca-Cola Social Media Guard. (2014). [video] Youtube: Coca-Cola Social Media Guard. Available at: https://www.youtube.com/watch?v=_ u3BRY2RF5I [Accessed 4 Dec. 2014]. Connected, But Alone? (2012). [video] California: TEDTalks. Science of Nostalgia. (2013). [video] Unknown: Science Times. Available at: http://www.nytimes.com/video/science/100000002325921/scienceof-nostalgia-.html/ [Accessed 20 Nov. 2014]. Smartphone Addiction: The Epidemic Grows. (2013). [video] Youtube: LACK78. Available at: https://www.youtube.com/ watch?v=Hp7HDgxno9g/ [Accessed 15 Nov. 2014]. The Riddle of Experience vs. Memory. (2010). [video] California: TEDTalks. Reports IDC, (2012). Always Connected: How Smartphones and Social Keep Us Engaged. [online] Available at: http://www.nu.nl/files/IDC-Facebook%20 Always%20Connected%20%281%29.pdf [Accessed 4 Dec. 2014]. Ofcom (2011) The Communications Market Report: UK [online] Available at: http://stakeholders.ofcom.org.uk/market-data-research/market-data/ communications-market-reports/cmr11/uk/ [Accessed 7 Nov. 2014]. Cisco, (2014). Connected World Technology Final Report [online]. Available at: http://www.cisco.com/c/dam/en/us/solutions/collateral/ enterprise/connected-world-technology-report/cisco-2014-connectedworld-technology-report.pdf [Accessed 4 Dec. 2014]. Lookout, (2012). Mobile Mindset Study. [online] Lookout. Available at: https://www.lookout.com/static/ee_images/lookout-mobilemindset-2012.pdf [Accessed 4 Dec. 2014].

Illustrations Page 1 Fragment (digital photograph), Baris Adrin Mirzaei, online, (unknown), Available at: http://payload168.cargocollective. com/1/2/66416/5661077/af_905.jpg [Accessed 20 Dec. 2014]. Code (digital photograph), Pinterest, online, (unknown), Available at: http://media-cache-ak0.pinimg. com/736x/8e/8e/a2/8e8ea2ac173ed94ff056011bf98c987c. jpg [Accessed 22 Dec. 2014]. Float (digital photograph), Maiko Gubler, online, (2008), Available at: http://maikogubler.com/work/ama_blob [Accessed 19 Dec. 2014]. iPhone (digital photograph), gdeluxe, online, (2013), Available at: http://gdeluxe.com/price-in-usa-iphone-5-nocontract [Accessed 23 Dec. 2014]. Page 6 Coexist (digital photograph), Carlos Castaneda, online, (2013) Available at: https://www.flickr.com/ photos/58237674@N04/8449846665 [Accessed 18 Dec. 2014]. White Noise (digital photograph), 7art, online, (unknown) Available at: http://7art-screensavers.com/screens/white_ noise/white-noise-animated-wallpaper.gif [Accessed 18 Dec. 2014]. Wifi or Wife (digital photograph), Arvida Bystrom, online, (2014) Available at: http://40.media.tumblr. com/21807bb00d56445051091a93f938e77f/tumblr_ n2hhgiq0Of1rrv7omo5_1280.jpg [Accessed 19 Dec. 2014]. iPad (digital photograph), Online Startup, online, (unknown) Available at: http://www.onlinestartup.com.au [Accessed 12 Dec. 2014].

Page 7 Selfie (digital photograph), WGS160, online, (2014) Available at: https://41.media.tumblr. com/0048b81ae4ceb242639ab7f8affa1891/tumblr_ mo051uB3Uo1qz6f9yo1_500.jpg [Accessed 18 Dec. 2014]. Sculpture (digital photograph), Royale Virtuale, online, (2014) Available at: http://pitch-present.com/ROYALEVIRTUALE [Accessed 19 Dec. 2014]. 911 (digital photograph), weheartit, online, (2014) Available at: http://data1.whicdn.com/images/110481312/large.jpg [Accessed 20 Dec. 2014]. Sphere (digital photograph), Kokon, online, (2014) Available at: http://i.vimeocdn.com/portrait/8381109_300x300.jpg [Accessed 18 Dec. 2014]. Page 10 Bed (digital photograph), Arvida Bystrom, online, (2014), Available at: http://arvidabystrom.se/post/102276063973/ shoot-by-and-with-arvida-bystrom-2014 [Accessed 19 Dec. 2014]. Hand (digital photograph, edited), vk.com, online, (Unknown), Available at: http://cs616319.vk.me/ v616319789/1eef8/Nk8tqC6P8Ps.jpg [Accessed 20 Dec. 2014].

Chained Up (digital photograph), Cecilia Salama, online, (2014), Available at: http://pitch-present.com/CECILIASALAMA [Accessed 18 Dec. 2014].

Page 11

Eye (digital photograph), unknown, online, (2014), Available at: http://media-cache-ak0.pinimg.com/736x/da/38/a1/ da38a10ad86296485b0bb6dbd7a9dbab.jpg [Accessed 19 Dec. 2014]. 50

Glitch (digital photograph), The Creators Project, online, (2014), Available at: http://media-cache-ak0.pinimg. com/736x/a2/c9/49/a2c949c0091b2f15bc1cfdeda24e6f4b. jpg [Accessed 19 Dec. 2014]. Reflective (digital photograph), Lucy Hardcastle, online, (2014), Available at: http://40.media.tumblr. com/98fcb10238b3538bf4ff41a6f244c828/tumblr_ n3mmsm7eoi1sqglcco1_1280.jpg [Accessed 18 Dec. 2014]. Page 14

Outside Life (digital photograph), fervisible, online, (2012), Available at: http://3.bp.blogspot.com/-prNA5QG0zVU/U_ X6zX1qwKI/AAAAAAAAFQo/aXgujp_tAfw/s1600/tumblr_ mtn1ttPJF11qzt824o1_500.jpg [Accessed 19 Dec. 2014].

Who am I (digital photograph), Tumblr, online (unknown), Available at: http://41.media.tumblr. com/88742a16cb58581b1da61dd74bc10c80/tumblr_ mr07shC1021sbx6kgo1_1280.png [Accessed 19 Dec. 2014]. Lat-Long (digital photograph), ThatsMaths, online, (2012), Available at: http://thatsmaths.com/2012/10/18/carving-upthe-globe [Accessed 20 Dec. 2014].

Page 16

Dead (digital photograph), Buzzfeed, online, (2013), Available at: http://www.buzzfeed.com/ailbhemalone/ signs-you-live-on-the-internet#.rgKJgZn4j [Accessed 19 Dec. 2014]. Exit (digital photograph), Patternity, online, (2013), Available at: http://patternity.org/wordpress/wp-content/ uploads/2013/04/Patternty_Computergraphdoor_patternity. jpg [Accessed 20 Dec. 2014]. Windows (digital photograph), Lamefork, online, (2014), Available at: http://36.media.tumblr. com/1a55558192150921570b11e2d 2072e75/tumblr_n8161aSmqu1rtmh20o1_500.jpg [Accessed 19 Dec. 2014]. 51

Glow (digital photograph), Lucy Hardcastle, online, (2014), Available at: http://40.media.tumblr.com/ fef13f639e36524d30a1560284958ce5/tumblr_ n6yzmgybWv1sqglcco1_1280.jpg [Accessed 18 Dec. 2014]. Citizen Cyber Metal (digital photograph), Dominic Wilcox, online, (2010), Available at: http://www.designyourway.net/diverse/ strangeart/tfbust02.jpg?209eb7 [Accessed 19 Dec. 2014]. House of Cards AW15 (digital photograph), Pitch-Present, online, (2014), Available at: http://pitch-present.com/ HOUSE-OF-CARDS-AW15 [Accessed 18 Dec. 2014]. Page 19

Television (digital photograph), KDWB, online, (2013), Available at: http://www.kdwb.com/onair/alex-davis50555/20-things-that-have-changed-in-11052581 [Accessed 21 Dec. 2014]. Gameboy (digital photograph), retrotrafficker, online, (unknown), Available at: http://retrotrafficker.com/occontent/themes/minimalist/extra/mainCategoryIcons/ Gameboy.jpg [Accessed 19 Dec. 2014].

Page 22 Floppy Disk (digital photograph), Carre Blanc, online, (2013), Available at: http://www.arcademi.com/wp-content/ uploads/2013/04/Arcademi_MaximeGuyon_Carreblanc_7. jpg [Accessed 20 Dec. 2014]. Sucked in (digital photograph), Tyler Spangler, online, (2013), Available at: http://www.peopleofprint.com/wpcontent/uploads/2013/04/FeatureTyler001.png [Accessed 18 Dec. 2014]. Broken (digital photograph), funnyquotesimg, online, (unknown), Available at: http://www.funnyquotesimg. com/999260/funny-pictures [Accessed 22 Dec. 2014].

Just Look (digital photograph), Wellness Hammock, online, (2013), Available at: http://www.wellnesshammock. com/2013/11/dont-do-anything-just-look [Accessed 21 Dec. 2014]. Page 25 Invitation (digital photograph), Own image, 12 Jan. 2015.

Package (digital photograph), Own image, 12 Jan. 2015.

Inside The Box (digital photograph), Own image, 12 Jan. 2015. Poster in use (digital photograph), Own image, 14 Jan. 2015. Page 26 Website 1 (digital collage), Own image, 11 Jan. 2015.

Page 28

Millennium (digital photograph), Flickr, online, (2014), Available at: https://www.flickr.com/photos/48977668@ N08/13136220975 [Accessed 28 Dec. 2014]. CD-Rom (digital photograph), Dusty Chucks, online, (2014), Available at: http://www.hulkshare.com/dustychucks/06kode-kool-out [Accessed 27 Dec. 2014].

â&#x20AC;&#x153;Retroâ&#x20AC;? TV (digital photograph), vk.com, online, (2013), Available at: http://vk.com/wall62598741?own=1&z=photo-62598741_318597320%2Fwa ll-62598741_6 [Accessed 20 Dec. 2014]. Noticeboard (digital photograph), Own image, 17 Jan. 2014. Start (digital image), Classic Shell, online, (2013), Available at: http://www.classicshell.net/forum/viewtopic. php?f=18&t=1329 [Accesed 22 Dec. 2014]. Microphone (digital photograph), EC21, online, (unknown), Available at: http://siqilvs1.en.ec21.com/Supply_LVS_Wire_ Karaoke_Microphone--6668716_6903970.html [Accessed 17 Jan. 2015]. Page 29 Example Tweet (digital image), Own image, 10 Jan. 2015. Gift bags (digital photograph - edited), Amara Thyne, online, (2014), Available at: http://www.amaranthyne. co.uk/wp-content/uploads/2014/04/FOR-WEB-ESB14-11Gift-Bags.jpg [Accessed 5 Jan. 2015]. New reality (digital photograph), Torley, online, (2012), Available at: https://www.flickr.com/photos/ torley/8180106959 [Accessed 22 Dec. 2014]. Page 31 Facebook page (digital image), Own image, 10 Jan. 2015. Page 32 Website 2 (digital collage), Own image, 11 Jan. 2015.

Page 34 Error (digital photograph), 62NDS, online, (2011), Available at: http://62nds.com/pg/e26b.php [Accessed 23 Dec. 2014]. Log Off (digital photograph), thechive, online, (2011). Available at: http://thechive.files.wordpress.com/2011/06/ deep-thoughts-1.jpg?w=499&h=691 [Accessed 21 Dec. 2014]. Warped (digital photograph), Royale Virtuale, online, (2014), Available at: http://pitch-present.com/filter/art/ROYALEVIRTUALE [Accessed 19 Dec. 2014]. Glitch (digital photograph), vk, online, (2014), Available at: http://cs616920.vk.me/v616920981/b40c/VHY0LivrlSk.jpg [Accessed 20 Dec. 2014]. Nightlight (digital photograph), Arvida Bystrom, online, (2014), Available at: http://arvidabystrom.se/ post/102276063973/shoot-by-and-with-arvida-bystrom-2014 [Accessed 19 Dec. 2014].

Appendix 7.1, Own image, 2015. Report Layout Inspiration moodboard. 7.2, Own image, 2015. Poster Design moodboard. 7.3, Own image, 2015. Flyer Design moodboard.