LEVEL 3 IDEAS
contents
Chapter 01
Preface: 04-5
Chapter 02
Introduction: 06-7
Chapter 03 Chapter 04
What is love to the computer generation? 08-11 The new era of print: 12-15
Chapter 05
Conclusion: 16
Chapter 06
List of illustrations: 17
Chapter 07
References: 18
Chapter 08
Bibliography: 19
Chapter 09
Appendix: 20-21
Chapter 09.a
Research Methodology: 20
Chapter 09.b
Printed Questionnaire: 21
Chapter 01
Graphic Designer
Visual Merchandiser
Journalist Art Director Editor
Stylist Advertising Set Designer
Copywriting
PR Marketing
Creative Agency
P.A Buyer Data Analyst
Fig. 1 FCP Triangle
preface R eflecting on previous projects at university and work experience over the past few years, I have been able to acquire a clear understanding of my own strengths and weaknesses. The Identity Zine Project from last term allowed me to develop strategies to define a gap in the market, research into current trends, identify consumers and with three other team mates create the design and content for the publication. I distinctly enjoyed these elements and this project along with others during my course as they have allowed me to see the bigger picture of an outcome and how all parts of the process are equally if not sometimes more crucial than the final execution. Carrying out analytical research and using my knowledge of cultural and contextual references to apply to a concept is something I enjoy doing, as well as demonstrating my creative thinking through visual and written communication, which is something I have been praised for.
In regards to the FCP triangle, I feel I lie in between the creative concept and execution sections. I am interested in job roles that include incorporating your own elements of creative interpretation into work such as publishing, journalism and advertising. My areas of improvement lie in not highlighting enough why I am making certain choices and explaining how current trends and other elements have influenced my work. I also struggle to make decisions and narrow down an idea, as I have the constant fear that once I have something set in stone a better concept will come along and I will live in regret that I could have created something better. I find this ends up with me being very vague in my explanation, in which both are a breakdown of communication with the audience, which I need to make stronger for future projects.
Chapter 02
introduction The aim of this report is for me to expand on ideas for my dissertation. I will give a detailed overview of two possible ideas for third year, defining consumers for both, explaining what research I have taken out to get to these project ideas and what new and exciting insights I have discovered whilst focusing on the context section of the FCP triangle. One topic that I have always been interested in is the psychology of relationships and sexuality. As someone who personally struggles to show signs of emotion and will very rarely bring my guard down to others, I often wonder- How do people build up connections and deep feelings over a period of time, whilst others feel nothing at all? And what are the different types of elements that influence intimacy, commitment and trust within one another.
When looking through articles, this led me to realise that modern day relationships and dating are a big factor of society in this digital day and age that we currently live in. Recent studies have suggested that the average user picks up their smartphone a staggering 221 times a day (Tecmark, 2014) whilst 100% of people asked said that they were too attached to their phones and struggled to go more than an hour without checking it (Appendix. 09.b). This proves that we are starting to use technology for almost everything, so it makes sense that the power of digital will eventually affect all aspects of our lives, including our work, health and relationships. I will be investigating this further, questioning: What does love mean to the internet generation? And how has the digital age affected relationships?
Another subject matter that I looked into for my second idea was the future of print. I enjoy the format and friendliness of print, immersing myself in information to further my knowledge and discovering something new.
well established and innovative publications that the UK has ever seen became the first national newspaper to embrace a global, digital-only future- something they never thought possible.
Statistics show that national daily newspapers in the UK lost half a million in average daily sales over the year of 2015, allowing the total number of those papers sold in the UK to fall from an average of 7.6m a day to just over 7m between March 2014 and March 2015 (Jackson, 2015). Whilst in February of this year, The Independent, one of the most
So with constant talk of the death of print, then why are independent magazines currently thriving? What is it about them that drives people to want to buy them? I will be investigating further into why there has been such a decline in newspaper sales but a surging rise in independent print and where the future of both lie.
Chapter 03
what is love to the computer generation? Cartograms often reveal gaps in the market and lead you on other paths that you would have never uncovered before, thus making them an appropriate starting point to any project. When putting together my cartogram I wanted to look at a wide range of topics linked to modern day relationships, including sexuality, porn, female empowerment, the digital age, social media platforms and online dating. The digital age has caused the most impact on this trend by creating an obsession with technology, predominantly mobile phones as 100% of people asked said that they were too attached to their own phones and struggled to go more than an hour without checking it (Appendix. 09.b). Kissick (2014) stated that "56% of young adults in the UK now break up with each other through texts or online messages and often explain that technology makes the process "less awkward". I believe this is due to online being their main source of communication, so they see this as a safe option.
Apps such as Snapchat and Instagram have driven this trend, as both platforms have managed to keep themselves grounded in a competitive space where many others have expired. Snapchat allows users to capture a video or photo that lasts between one to ten seconds and send to anyone in the world– then once the receiver has viewed the footage it disappears. It also gives the illusion of integrity in an era where people are unsure of privacy and ownership, making you able to send and say whatever you want, without the worry of it being kept in a back log, ready to rear its ugly head in a few months’ time. Platforms such as these allow us to feel connected to anyone and everyone. “Today if you fancy someone you can study their selfies, poke them, or sext them all from the comfort of your own bedroom” (Kissick, 2014).
Fig. 2 What is Love to the Computer Generation? Cartogram
“Human beings yearn for connection and belonging through social relationships, yet with the rise of social media, there are concerns many people appear to be substituting virtual, online connections for real-life, social relationships”. (Mohanraj, 2015)
According to dating site eHarmony, by 2031 around 50% of all new relationships in the UK will have started online and 38% through an online dating or matchmaking service (Daily Mail Online, 2014). This has come from the rise of online dating apps such as Tinder and Grindr, making it easy to have superficial relationships that don’t really exist. This leads our engagement with sexual messages and images live in the ambiguity between fantasy and reality as people gain a lot of
confidence using the communication practices of the digital era to express their sexuality and move past their inhibitions, giving them the freedom to be the person they never thought they could be in real life. It has also made it far easier to ‘ghost’ others- which includes completely ignoring someone on all forms of social media. Because it is effortless to swipe and like someone else, people are finding they can just cut others out of their lives when they believe something better may come along.
Fig. 3 Consumer Profile Visualisation
EARLY MAJORITY
LATE MAJORITY
EARLY ADOPTERS INNOVATORS
x
Fig. 4 The Diffusion of Innovation For Idea One
LAGGARDS
T his has expanded out into the fashion and lifestyle industry, with mobile car app ‘Wyper’ creating a Tinder-like swipe able left and right search for buying and selling vehicles and brands such as Diesel beginning to release advertisements on Grindr, Pornhub Tinder and YouPorn. “For Tinder, we got one of our models to pretend to be a user, so you’re swiping and then Sam comes up like ‘hello!’ It’s clear that it’s an ad, but we’re engaging with where we are, and that’s about this transparency.” (Hope Allwood, 2016) creating a campaign video that references to selfie culture and Snapchat filters, brands are finally beginning to analyse the digital culture and look into how we connect, using relationships and online dating to their advantage. Is this the future for advertisements? The way that people express their
desires change with technology as reality and virtual reality become blurred. This led me to looking into the role of technology in relationships as I focused my attention and further research into asking: what is love to the computer generation? And what impact will digital have on the future of this? It is worrying to know if we will ever have the social skills to meet people in the real world in the future, or have to rely on superficial technology. The consumer will be placed amongst the Early Adopters (Fig. 4 The Diffusion of Innovation) as they have a far more advanced education and are more socially forward than any other community system. This is down to them being part of Generation Z as they were born digital. “They have no idea that there’s been a technology revolution… They’re above tech savvy… I call them ‘tech genius’” (Pike, 2016). They scrutinize brands carefully and care about making choices that reflect their own identity. Although due to the digital era, they are left with an unhealthy obsession with constantly needing validation from someone online to feel liked or loved.
Chapter 04
the new era of print When creating a cartogram for this idea, I also wanted to look at a wide range of topics, so as to make sure I had branched out into all possibilities. This included national newspapers, independent publishing, online magazines, fashion media and the publics’ opinion on print. The digital age has caused the most impact on this trend as it is such a huge part of our lifestyles now- it changes the way we shop, the way we think, the way we work. Currently we live in a society where smartphones have become the hub of our daily lives and are now in the pockets of two thirds (66%) of UK adults (Ofcom, 2015) which doesn’t come as a surprise. The growth of e-books over the past six years has also made a huge impact in the print industry. Another reason for the decline in national newspaper sales is the general public’s trust in the UK media, which has “stagnated, as people blame publications for the media mishaps of 2014, which were rooted in commercial interests being prioritised over public interests”. (Williams, 2015) I believe the main reasons why British people distrust the media lie in scandals such as the phone-hacking incident in 2011 which is still prominent today and Jimmy Saviles’ sexual abuse scandal, linked to the BBC in 2012.
Fig. 5 The New Era of Print Cartogram
With this research combined, and the unalterable fact that the immediacy of breaking news on the internet cannot ever be matched by print, as digital media provides information faster and far cheaper than printed paper can ever hope to. This led me to question: in this struggle, why are independent magazines currently thriving? And why are mass-market magazines depleting so fast? “It’s never been easier to start your own magazine and find an audience. There’s never been a better time to be a magazine fan. The whole ‘Print is dead’ narrative has turned out to be only half true. The internet has killed, or is killing, print, but only print of the 10-minutes-ofdistraction-before-you-chuck-it-in-the-bin variety. This timely death of print has cleared the way for crafted, covetable, collectable print” (King, 2015) this is because the magazines that we are seeing are led by ideas and focused on design. Most of them are niche, centring their attention on a specific subject or an interesting hobby, wanting to represent their own communities that wider media refuses to; which doesn’t take them long until they receive a cult following. They are also funded by the readers, rather than advertisements like more established magazines are. Another huge change is in the magazine publishers, as these are not magazines under corporations that are churning out content just to make a substantial profit, these are people who will live and breathe their publication, the kind of person who would put blood, sweat and tears into every single painstakingly precise page, just to get themselves started out and make people aware of who they are as a brand- and that’s why it works.
Fig. 6 Consumer Profile Visualisation
The consumer will be placed amongst the Early Adopters (Fig. 7 The Diffusion of Innovation) as this category has the greatest degree of opinion leadership. Potential adopters look up to early adopters for advice and information about the innovation as they serve as a role-model for many other members and are respected by their peers for the choices they make. They are part of the early Millennials, who are constantly busy and are always striving for a better career, questioning whether they are happy at least once a month. “Millennials grew into technology, whereas Generation Z, have had it since birth”. (Pike, 2016) As they have lived through the digital age and spent their childhood without it, they enjoy the physicality of every day chores and would prefer to do some things the ‘old way’ having heard incredible stories from their parents and grandparents about when times were easier- such as playing vinyl’s and reading classic books.
EARLY MAJORITY
They are interested in design and with the rise in environmental something and veganism they care about the planet and are just as interested in finding out how things are made as much as the final outcome. A magazine is like an old friend who comes to visit you once every month or so, when they can afford it. As humans, we are driven to explore and attempt to understand things, which means that the content in print cannot be more important than it is today. This research has led me to consider, how can newspapers and mass media magazines better themselves? What elements could they take from independent print in order to survive on their own? This is something that I will now explore further.
LATE MAJORITY
EARLY ADOPTERS INNOVATORS
x
Fig. 7 The Diffusion of Innovation For Idea 2
LAGGARDS
Chapter 05
conclusion Over the summer I plan to carry out more secondary and primary research and also refine my two consumers further. Developing my idea that considers what is love to the computer generation? And what impact will digital have on the future of this? I will carry out some interviews, questioning Generation Z consumers who use online dating apps and have a strong social media presence. I will also take research into whether there are any creatives who currently look into this subject matter and how they explore it, which should help me push some boundaries. Another form of research I think that is vital, is for me to take up some primary research into online dating myself, looking into popular apps, as I feel I must immerse myself in this world to be able to understand the ins and outs when making valid points. Developing my second idea considering the new era of print, I will do some in depth research into what independent magazines will do to branch out and cover a more commercial base. To push the idea forward, I need insight from industry professionals so that will be my next step. I will contact independent publishers to interview and speak to Alex from Ideas on Paper to receive some sound opinions and views that should hopefully give my project that extra edge.
Word Count: 2990
Chapter 06
list of illustrations Figure 1 - Own Work (May 2016) FCP Triangle [Photoshop JPG] Figure 2 - Own Work (May 2016) What is Love to the Computer Generation? Cartogram [Photography] Figure 3 - Own Work (May 2016) Consumer Profile Visualisation [Photoshop JPG] Figure 4 - Own Work (May 2016) The Diffusion of Innovation for Idea 1 [Photoshop JPG] Figure 5 - Own Work (May 2016) The New Era of Print Cartogram [Photography] Figure 6 - Own Work (May 2016) Consumer Profile Visualisation [Photoshop JPG] Figure 7 - Own Work (May 2016) The Diffusion of Innovation for Idea 2 [Photoshop JPG]
Chapter 07
references Allwood, E.H. (2016) Why diesel is about to start advertising on Pornhub. Available at: http://www.dazeddigital.com/fashion/ article/29089/1/why-diesel-is-about-to-start-advertising-onpornhub (Accessed: 22 May 2016). Daily Mail Online (2014) Half of new couples will meet online in 20 years time. Available at: http://www.dailymail.co.uk/ news/article-2544975/Half-new-couples-meet-online-20-yearstime-according-new-research.html (Accessed: 20 May 2016). Jackson, J. (2015) National daily newspaper sales fall by half a million in a year. Available at: http://www.theguardian.com/ media/2015/apr/10/national-daily-newspapers-lose-more-thanhalf-a-million-readers-in-past-year (Accessed: 23 May 2016). King, A. (2015) Are we living through an indie publishing revolution? Available at: http://www.huckmagazine.com/art-and-culture/print/top-picks-print/living-indie-publishing-revolution/ (Accessed: 9 May 2016). Kissick, D. (2014) ‘it’s complicated... what is love in the computer age?’, i-D, (333), pp. 212–213. Mohanraj, D.A. (2015) ‘Friendship On Social Media’. Ofcom (2015) The UK is now a smartphone society. Available at: http://media.ofcom.org.uk/news/2015/cmr-uk-2015/ (Accessed: 23 May 2016). PIKE, H. (2016) Tapping generation Z. Available at: http:// www.businessoffashion.com/articles/intelligence/tapping-generation-z (Accessed: 23 May 2016). Tecmark, 2015 (2014) Tecmark survey finds average user picks up their smartphone 221 times a day. Available at: http://www. tecmark.co.uk/smartphone-usage-data-uk-2014/ (Accessed: 21 May 2016). Williams, E. (2015) Edelman Trust Barometer 2015: low British public trust in media, government and business.
Chapter 08
bibliography Allwood, E.H. (2016) Why diesel is about to start advertising on Pornhub. Available at: http://www.dazeddigital.com/fashion/article/29089/1/why-diesel-is-about-to-startadvertising-on-pornhub (Accessed: 22 May 2016).
BBC (2015) Read the small prints - the rise of Indie magazines, world business report BBC world service. Available at: http://www.bbc.co.uk/programmes/p030bfbc (Accessed: 9 May 2016). Berger, J. (2008) Ways of Seeing. London: Penguin Classics. Daily Mail Online (2014) Half of new couples will meet online in 20 years time. Available at: http://www.dailymail.co.uk/news/article-2544975/Half-new-couples-meet-online-20years-time-according-new-research.html (Accessed: 20 May 2016). Davis, K. (2013) ‘Young people’s digital lives: The impact of interpersonal relationships and digital media use on adolescents’ sense of identity’, Computers in Human Behavior, 29(6), pp. 2281–2293. doi: 10.1016/j.chb.2013.05.022. Fashion (2015) In Fashion media, ‘church and state’ dissolves. Available at: http://www. businessoffashion.com/articles/intelligence/in-fashion-media-the-church-and-state-dividedissolves (Accessed: 9 May 2016). Hegarty, J. (2014) Hegarty On Creativity: There Are No Rules. Thames & Hudson Ltd. Jackson, J. (2015) National daily newspaper sales fall by half a million in a year. Available at: http://www.theguardian.com/media/2015/apr/10/national-daily-newspaperslose-more-than-half-a-million-readers-in-past-year (Accessed: 23 May 2016). Jamieson, R. (2015) Print is dead, Long Live print. Germany: Prestel. King, A. (2015) Are we living through an indie publishing revolution? Available at: http://www.huckmagazine.com/art-and-culture/print/top-picks-print/living-indiepublishing-revolution/ (Accessed: 9 May 2016). Kissick, D. (2014) ‘it’s complicated... what is love in the computer age?’, i-D, (333), pp. 212–213. McGrath, R. (2016) Online dating - UK - January 2015. Available at: http://academic. mintel.com/display/715708/ (Accessed: 25 May 2016). Mohanraj, D.A. (2015) ‘Friendship On Social Media’. Ofcom (2015) The UK is now a smartphone society. Available at: http://media.ofcom.org.uk/ news/2015/cmr-uk-2015/ (Accessed: 23 May 2016). PIKE, H. (2016) Tapping generation Z. Available at: http://www.businessoffashion.com/ articles/intelligence/tapping-generation-z (Accessed: 23 May 2016). Rogers, E.M. (2003) Diffusion of innovations: Fifth edition. United States: The Free Press. Shayler, M. (2014) Do Disrupt. The Do Book Company. Tecmark, 2015 (2014) Tecmark survey finds average user picks up their smartphone 221 times a day. Available at: http://www.tecmark.co.uk/smartphone-usage-data-uk-2014/ (Accessed: 21 May 2016). Williams, E. (2015) Edelman Trust Barometer 2015: low British public trust in media, government and business. Wyper: Best car buying App (no date) Available at: http://wyper.co/ (Accessed: 25 May 2016).
Chapter 09
appendix Research Methodology- Chapter 09.a
Method
Purpose
Strengths
Weaknesses
Outcomes
Effectiveness of Method
Printed Questionnaire (Current Research)
To examine individuals behaviour based around mobile phones.
Direct consumer insight which can be generalised to back up points.
Only touches upon the surface, doesn’t create in depth findings.
Strong correlation in the answers and helped me to validate specific points.
Fairly effective and an easy method to take out. Although due to timing, I didn’t manage to get a big enough volume of participants, so will focus on getting a wider range over the summer.
Interviewing Generation Z Consumers and independent publishers (Future Research)
To get a clear understanding of the consumers views, which should back up my research.
Recieve personal, honest answers, enabling you to get better insight.
Cannot N/A generalise these findings as they are honest opinions.
N/A
Testing Online Dating Apps (Future Research)
Analyse how online dating content has changed and moved forward and how people interact through these apps.
Helps to assess the trend and predict the future of it.
May be bias as I am discussing my findings instead of other consumers.
N/A
N/A
Printed Questionnaire- Chapter 09.b
Bethany O’Brien N058705 FASH 20032