The future of science in fashion by brontey w

POST APOCALYPSE SCIENCE IN FASHION

Brontey White. N0515045

contents

Introduction - P4 Context- P6 - Is this the apocalypse?!- P10 - What’s the big deal?- P13 - Love the planet, man. -P15 - It’s sensational! -P17 - Girls, girls, girls -P21 - Leave it to the experts -P24 - Take it away boys. -P28 Big Idea -P30 - FOXP2 -P32 - What’s the problem and what am I going to do about it? -P34 - How am I going to do it? -P36 - Who will it be for? -P40 - The edgy -P42 - The effervescent -P46 - Who am I up against? -P50 - Creating a magazine -P52 - 2003 -P54 - Introducing Hole -P56

Creative Concept -P59 - Design Recipe -P60 - Something old, something new -P62 - Galore -P64 Route To Consumer -P65 - UD X Coachella -P67 - Who are you? -P69 - Pretty Little Thing -P71 - Digital wave -P75 - Where can I get it? -P81 - Being timely -P83 - But did it work? -P87 Execution -P89

Figure 1- J.R Eyerman

introduction When you think of fashion you think of trends, creativity and glamour. Because of this trend based industry, innovation has always been key. As we see constant updates in technology and science, it shouldn’t come as a surprise that more and more often these other, seemingly different industries are fusing togetherbringing us otherworldly garments and products reminiscent of something out of a science fiction movie. With the world’s current state the importance of such creations is about more than looking good with the potential to positively affect medicine, health and wellbeing through clothing and through futuristic creations relating to artificial intelligence, wearable technology and more. ‘The near future is enjoying such hype right now because the present looks more like the future than ever’ (Leonard, 2016). Taking into consideration societies current issues, current trends in science, fashion and technology and professional opinion, this report explores the question ‘how will science and technology impact fashion?’ It also investigates whether the biggest impact will be culturally, visually or environmentally.

1.CONTEXT Whilst the possibilities of science in fashion have been imagined for many years- It was the introduction of both science fiction movies, and futuristic fabrics like PVC (used by designers such as Mary Quant) that led to imagining the future becoming a creative trend. According to a Credit Suisse report, by 2018 the wearable technology market will have risen from 5 to 50 billion dollars. But it’s not just wearables- it’s also artificial intelligence, SMART fabrics, 3D printing, drone technology, virtual reality and interactive campaigns to name but a few. Our society today in 2017 is something we have never dealt with before. ‘Half of UK households now own 3 or more connected devices and Smartphone penetration in January 2013, reached 60%’ (Experian, 2014) with this new ‘always on’ culture, new problems arisemainly stemming around environmental and health issues. The identification and realisation of these issues has led to scientists branching out into the world of fashion, creating things like smart glasses that detect illness (VSP Vision Care), spray on fabric that can double as medicinal bandages (Fabrican by Dr Manel Torres) and trainers made of ocean waste (Adidas). It would be fair to say new trends in fashion technology have become as much about function as they have about form. Currently the biggest trends affecting the future of fashion and how we create garments and shopping experiences is artificial intelligence, wearable technology and SMART fabrics. However, there is a distinct lack of factual information available in mainstream media about how such creations will impact the future of fashion and the future of our world as we know it.

Figure 2- SMART glasses 2017

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07 METROPOLIS1927 INVASION OF THE BODY SNATCHERS1956

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FIRST MOON LANDING- 1969 STAR WARS IV: A NEW HOPE1978 THIERRY MUGLER1980S THE MATRIX1999 HELMUT LANG- SS 2001

GHOST IN THE SHELL- MARCH 2017

GUCCI FW 17

REEBOK ‘ALIEN’ STOMPERS- 2016

IRIS VAN HERPEN2007 TO NOW

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ALEXANDER MCQUEENPLATO’S ATLANTIS 2010

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Figure 3- Contextual timeline 2017

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Figure 4- Ex Machina 2016

IS THIS THE APOCALYPSE?! Artificial Intelligence could be used for a variety of positive things like using driverless trucks to reduce company logistic costs and creating interactive online personal shopper experiences to help customers find exactly what they are looking for. (BOF, 2016) This creates a positive view of the future both in terms of how businesses could use them and how they will benefit ordinary people at home. From industry insight, (appendix) it seems that it is also more likely that the fashion industry will be impacted much like how the industrial revolution caused changes to apparel production (Whiton, 2016). Rather than job loss predictions, the only thing we can be certain of, is that AI will aid our production methods and consumption of fashion objects.

Adam Whiton’s professional opinion is also backed up by the Gartner 2016 hype cycle which states smart machine technologies will allow businesses and organisations to ‘adapt to new situations and solve problems no one has encountered previously’. (Gartner, 2016) These industry insights and opinions are vastly different to what has been seen in mainstream media, where the reporting on such advances is entirely from the opposite point of view. Reports and articles have been marred by predominantly negative coverage focusing often on only what could happen rather than what is guaranteed to happen. Such examples include articles on ‘racist’ robots (the guardian, 2016) and predictions on female job loss because of AI (Prigg, 2016.)

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Figure 5- Artificial Intelligence Whilst these articles may be true to a certain extent, early primary research helped me to identify that these articles are still problematic because the types of media that are readily available to the general public and a large consumer audience are only giving biased, one sided reports. This could also be seen in my survey with most of my respondents agreeing that they would like to see more positive updates available in the media. (Appendix, 2.C) The insight from the survey allowed me to see that there is a gap in the market for something showing more varied information specifically about Artificial Intelligence- and possibly more. 11

This highlights the problem with mainstream media only showing the negative aspects of AI- it is not giving the audience what they want and is instead creating scaremongering tactics. This also relates to science fiction movies and the robotic apocalyptic themes seen within them (Adam Whiton, 2016) making people believe what they see in futuristic films will indeed be the future. Chapter 1

WHAT’S THE BIG DEAL? Wearable technology is also, like AI, becoming a huge industry focal point and becoming more and more accessible. Whilst wearable technology can be traced back to 1994 when Steve Mann designed a head set that could transmit images online, the possibilities of wearable technology have still been limited (until now) because of hardware limitations and a will to implement whole wearable computer systems (Lalli & Prunesti, 2014) The growing industry has seen popular products and innovations such as Google glass and the Apple watch but these were both deemed failures. The introduction of such technology left consumers unconvinced because they weren’t sure why they needed the device... what challenge did it solve and how was it different to anything else? (Forbes, 2015) However, as we enter 2017 we can start to see where the opportunities might lie. With garments that boast being able to guide blind people, monitor alcohol blood levels and predict asthma attacks (futurism 2016) it is clear the trends and opportunities within wearable technology lie in health and wellbeing. Moreover there are more large brands trying out new technology; Panasonic who are creating Exo-skeletons for construction sites and L’oreal who are using wearable technology in the form of a UV monitor. This links to Samsungs Smart things future living report which predicts that the future of medicine will be vastly important due to the rise of average age. As well as backing up research showing that wearable tech will create solutions for asthma and chronic pain, it also predicts homes of the future will be equipped with full body scanners to not only provide digital diagnosis but then also dispense treatment. This focus and development of medicine and well being shows the opportunities for wearable technology and how fashion will adapt and evolve to ‘solve issues’ in the future. The insight from this is that the opportunities to report on such topics beyond what apple and google are doing are vast. There are so many sub categories filtering off this idea of ‘wearable technology’ and only a small part of developments are being made available to the general public. The fact that these commercialised products such as the apple watch are failing also shows there is a need for further explanation on wearable technology and what it can do, so that the average person can understand what it does and why they need it. With the future of wearables lying in aiding health issues, the potential to benefit many people across the globe needs to come across when talking about the advancements- rather than addressing it as a new must have gadget or gimmick.

Figure 6- Apple watch 2015

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LOVE THE PLANET, MAN. Another area the future of science and technology in fashion has the potential to help is the environment. Aside from the impact of dyes seeping into rivers, the amount of waste the fashion industry produces and the fact it takes 2,700 litres of water to make just one pair of jeans (Chung, 2016)- we also have the issue of microfibers. Clothes contain masses of microplastics and when we wash them this releases millions of fibres into the oceans putting them in our own food chain and beginning a disastrous cycle. Because of this we have seen innovation in the way we use textiles to combat the issues created by something as simple as washing our own clothes. In 2013 the denim giants G-star began collaborating with Bionic Yarn to use recycled ocean waste for their designs.

As well as using techniques like 3D printing to create more environmentally friendly fabrics, there is also the idea of creating entirely new textiles using already readily available resources like pineapples and wine. ( Gaimster, 2011) Whilst this almost seems laughable, the brand Pinatex is making accessories out of pineapplean alternative to leather that produces less waste and helps farming communities around the world. (Hickey, 2014) From this we can conclude that the future of science and tech is allowing us to create innovative fabrics and materials that we can use positively to improve the future of the fashion industry by making it more sustainable and conscious.

Figure 7- Safer denim 2016

By improving the state of the environment we can maintain the lifestyles we are used to and give an overall better quality of life. Like with wearable technology, the future of textiles and fabric becomes more about problem solving and creativity than looking good. The fact that mainstream brands were successful in being more conscious also shows that there is a large market for the advancements coming to light, giving me the opportunity to report on it and show how the future of science in fashion is paving the way for these developments and isnâ&#x20AC;&#x2122;t perhaps as gadget based as the media is reporting.

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ITâ&#x20AC;&#x2122;S SENSATIONAL!

Figure 8- Wearable tech 2016

The overall theme of the previous three topics falls into the macro trend of health and wellbeing. With trends forecasted for 2018 and 2019 around human nature and emotions we can start to see how the future may focus on bringing positivity to future science and tech in fashion and in general. â&#x20AC;&#x2DC;Wearable tech will tap into new sensations, giving consumers a physical sense of orientation and connection to the earth, akin to that felt by humans in ancient timeâ&#x20AC;&#x2122; (WGSN, 2017). The idea of relating wearables to nature and earth relates heavily to how in my primary research experiment, nearly all my candidates associated the Science Fiction imagery that had natural environments and colours in to a positive feeling and mood. What I can start to take from this is that if the future of topics such as AI and wearable technology lies within health and wellbeing- a predominantly positive area, then in as little as two yearsâ&#x20AC;&#x2122; people like my respondents who were so heavily concerned about the future of technology could start to see their worries diminished. This somewhat contradicts my earlier remarks about not showing the positive aspects to the public but both elements are true. On one hand, we have mainstream media like common newspapers and websites at present showing the negative aspects of AI or focusing on gadgets and gimmicks within wearables. On the other hand, however, we have the prediction of changing perceptions on such topics from industry experts over the next couple of years. Something to consider here however, would be the trickle-down theory. If such things are predicted for 2018 to 2019 how long will it take to reach everyday average people from the fashion industry? And in the meantime, will the current lack of researched articles continue?

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‘There are machines and tools suitable” for men – saws, trucks, wrenches, guns and forklifts, for example – and those “suitable” for women — vacuum cleaners, typewriters and food processors.’ 19

- Margaret brenston Chapter 1

GIRLS, GIRLS GIRLS. Looking at the timeliness and trends of my chosen topic, I identified a rise in Sci-Fi and the media surrounding it. Sci-Fi has been popular since the 1960’s but in the late noughties has been arguably the most successful genre with the most successful films in box office history being ‘Avatar’ and ‘Star Wars: Episode VII- The Force Awakens’ (Filmsite.org) The rise in success of the films could be down to the fact as a genre, it is one of the most diverse when addressing race, sexuality and gender.

Figure 9- Interstellar 2014

This is important to younger generations as they are themselves the most diverse generation yet. (LS:N GLOBAL, 2016) However, although we are seeing women thrive as heroines on the silver screen (Nassaris, 2016), this is not translating to real life where there aren’t enough women in science and technology related careers (Fidelman, 2012). ‘There are machines and tools suitable" for men – saws, trucks, wrenches, guns and forklifts, for example – and those "suitable" for women — vacuum cleaners, typewriters and food processors.’ (Brenston, unknown.) So, although we are becoming more diverse (particularly gen viz) ,we still subvert to stereotypical gender roles and as a result women often feel less comfortable around technology. This could also be seen in my own research with female candidates in which they would often say science or science fiction ‘wasn’t really for them’ (Appendix, 2.B) despite giving lots of opinions and knowledge on the topic. Chapter 1

The Hunger Games 2011

Star Wars: A New Hope 2015

Arrival 2016

Interstellar 2014

Divergent 2014

Ghost in the Shell 2017

Mad Max: Fury Road 2015

Rogue One 2016

Star Trek Beyond 2016

DIVERSITY & GENDER IN SCI-FI

Figure 10- Diversity & gender in sci-fi 2017

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LEAVE IT TO THE EXPERTS... To hypothesise whether my secondary insights were backed up by professionals, I conducted interviews with industry experts. My first interview with Adam Whiton, was predominantly based on the topic of artificial intelligence, with the aims of finding out his opinion on the media documentation of AI. I wanted to understand if his own opinion matched media coverage and my own secondary insights. My overall take-away from the research I produced, was that although some of what the media is saying is true, it is very unpredictable and there is no fact to prove what will or won’t happen. The overwhelming insight is that we read too much into what we see in sci-fi, giving the future post-apocalyptic themes as if it were true. This is damaging to young generations as it gives them a fearful view of the way technology progresses. The evolution of technology matches the progression of humans, but the current rise in sci-fi and futurism makes it seem as if it is much more prominent today. My second interview with Dorothy Hardy (Appendix 2.D) was enlightening in explaining the future of wearables. Understanding her work and what she is creating, (electronic socks that monitor blood sugar levels for diabetics) helped me to hypothesise how beneficial wearables can be. It was also important to my topic due to Dorothy Hardy’s experience being female in the science industry. Her insight into the progression of wearables and how many people they could potentially help dispelled any negativity. The idea of helping medicinal problems could relate to people all over the world. This backed up my idea that the focus of fashion over the coming decades would be more about function than style. Interviewing industry experts helped me to understand more about the individual topics, and why they are perceived negatively. To gain more insight into how this impacts the generation growing up with these developments (millennials) I produced a photo based experiment. This also helped to understand the impact of themes within sci-fi and whether people do think they are something that will happen. In doing so, I began to also understand the social impact technology has on millennials. Social media for example has been proven to increase risk of mental health problems. (Carroll, 2015) ‘social comparison creates feelings of envy, loneliness, and depression. The feelings of loneliness often come from people posting only happy and positive things in life, such as parties and hanging out with friends or going on vacation.’ (Agrawal, 2016) This identified a need to address the reality of the future of technology amongst millennials- to create a more balanced, positive view. 24

WATCHES SCI-FI

SUB-CONSCIOUSLY PREDICTS FUTURE

BELIEVES WHAT THEY SEE

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Figure 11- Sci-fi cycle 2017

‘so, advances in technology- that is quite scary to me. Job wise and what will happen with weapons. Like nuclear war ,I don’t think we understand the implications. I do worry about this.’

- Katie pRICE, APPENDIX 2.B

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TAKE IT AWAY BOYS.... Taking insight from the previous areas I have explored, I can identify the issues and problems within science and fashion but also the positives. Overall with trends like artificial intelligence, wearable technology and SMART fabrics there seems to be a positive takeaway that as these are further developed and tested, they will have the opportunity to positively impact lives by helping our health and tackling issues. However, the problem is that these positive takeaways are only being mentioned by industry experts and limited sources and are therefore not readily available to the public. All the public is seeing is that they will lose their jobs. (Solon, 2016) This creates fear and worry around a topic thatâ&#x20AC;&#x2122;s potentially years away from happening and biased. As well as this, with the current success of Sci-Fi and the celebration of its diversity, there is potential to push this further across in the media by talking about current issues in the same way it talks about fictional issues. There is also the opportunity to target women and create something that gets them as engaged in real science and technology as they are with science fiction.

Figure 12- Problem flow chart 2017

Initial problem identified

Solution created through science

Fashion and science and industry experts informed

General media informed

Reports balanced, factual view

Reports negative, speculative view

Acceptance amongst industry experts

Fear created amongst general public

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Figure 13- What a loving, beautiful world 2016

2. THE BIG IDEA ‘WHAT A LOVING,, AND BEAUTIFUL WORLD...’

When coming to my big idea I really wanted to consider the biggest trends, the newest updates and the most modern takes on science and technology. When looking back through my research and insights I was heavily influenced by two of the exhibitions I had visited; ‘teamLab’s’ ‘what a loving, and beautiful world’ and Marguerite Humeau’s ‘FOXP2’.

Their take on science and technology was something I had never seen before and it was ironic to note how their exhibitions were socially interactive and emotional- a contrast to media outlets reporting on the lack of this in current and future advancements. (Solon, 2016.) To further this idea of addressing the problems mentioned in my earlier insights, I brainstormed ideas relating to the positive sides of science and technology in fashion and how these could translate into ideas with a positive message.

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MARGUERITE HUMEAU ‘FOXP2’ THE SITUATION: Marguerite Humeau’s exhibition ‘FOXP2’ is based on the circle of life in nature. The overall experience is based specifically on elephants to re-enact the origin of life. Although based on an animal we all know and relate to certain colours and textures, the exhibition itself contrasts against this by using colours that have no relation to the topic.

THE IMPACT: The impact of the exhibition allows us as viewers to start thinking about life as we know it, sounds and the use of colour. The fact that the colours are unrelated to the topic allows us to have a whole new experience when thinking of Elephants. The specific use of pinks creates a ‘warm’ ennvironment. The large space and loud noises could have been somewhat unsettling without it.

THE INSIGHT: The insight from this is that any topic can have a positive or new spin put on it just through the use of something as simple as colour. This relates highly to my big idea because I could use this to create a positive view of the future. I could also do something that creates a whole new visual landscape for science and tech and doesn’t relate to the connotations we currently have. Following on from my primary research, I know the use of colour is especially important in my topic.

THE CONCLUSION: The use of colour can change an entire situation. Connotations play a big part in a visual experience and so referencing other topics or cultures in my own idea could help to create a richer experience for the consumer.

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WHAT IS THE PROBLEM? AND WHAT AM I GOING TO DO ABOUT IT? There is a distinct lack of factual, unbiased information in the media that is accessible to average, everyday people. This is creating fear and worry amongst people of all ages regarding things like jobs but particularly millennials due to being at the start of their careers. It is also problematic that the science and technology world is predominantly aimed at males because the success of current Sci-Fi movies with female leads (such as The Hunger Games and the Divergent seriesâ&#x20AC;&#x2122;) is unprecedented and shows there is a clear interest from young women. However, there is a lack of media aiming at young females that provides factual, news based information to further their interest and get them involved

What am I going to do about it? To solve the issues, I identified, I am going to create something that gives young, female millennials a positive view of the future. I plan on doing so by showing them how the future of science and technology in fashion can benefit most areas of life. This would create factual awareness around the topics instead of speculated worry and get the modern millennial woman involved and enthused about science.

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Figure 15- Sci fi board 2017

HOW AM I GOING TO DO IT? When testing, and developing my idea by putting it through a SWOT analysis (appendix) and speaking to industry experts, (Appendix, 2.D) I found that the best way to create my idea would be in the form of a magazine. I had initially considered various routes such as collaborating with a fashion brand or creating an app but after analysis, I felt these didnâ&#x20AC;&#x2122;t have the same longevity. Collaborating with a brand could seem like a passing trend and an app would only appeal to a very specific group of consumers. I concluded making a magazine by considering what form of execution would allow me to have both informative topics, and a range of different visuals to show them in a positive manner. As I also identified a gap in the market for media that provides in-depth information specifically aimed at young women, it makes sense to specifically create my own piece of media. By making a magazine, I could also feature all the topics I identified as having a current impact on the fashion industry to create something timely and rich in content. Creating my own magazine instead of re-branding or adding to an existing publication allows me to create content that addresses the issues mentioned previously, targeted to exactly the right people and giving light to specific topics that benefit the future positively. However, although creatively it is the best decision, there is the problem of the decline in the publication industry. Per Publishers Weekly, the publication industry fell by 2.6% in 2015 (Sturgeon, 2016). However, my own research does contradict this with 75% of 40 respondents saying via my publication survey (appendix) that they still buy magazines. My survey results were also backed up by my interview with Jeremy Leslie who stated that although online content means there is a lot of free information available, people are still willing to pay for publications. Although people donâ&#x20AC;&#x2122;t necessarily buy as often as they did twenty years ago, many people still do purchase publications regularly. A publication being a physical, tactile object provides an experience that is different to viewing content online. Another potential threat to my idea, was the threat of competitor publications who have either a wide variety of topics or more accessible mainstream topics like celebrity culture that appeal to a wider demographic. To combat this issue, I plan on creating content that visually references areas of life and culture other than just fashion and science as I feel this will give an overall feeling of variety.

- Relatable to a wide demographic and consumer -Timely and constant info and research into the area -Merges several different topics together -Not many competitors

-Is it too niche? -Decline in publication industry -Can it compete with other, more varied publications

-The opportunity to create awareness on new topics -Being able to create content to go alongside it such as online presence etc -The opportunity to do something nobody else is doing

- Existing Fashion publications that focus on a variety of topics

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Figure 16- SWOT 2016

Although I previously mentioned that my consumers said they weren’t interested in reading a digital magazine, a digital presence is still important. All my survey respondents follow at least one magazine on Instagram. This also relates to Jeremy Leslies point about online content being free because it shows that although consumers may not buy the publications every issue in a monthly magazine, they are still wanting to interact with the brand and view as much content as possible. A way for them to do this and build up a relationship with the brand, is through the social media channels and a website. Therefore, creating interactive online presence will be equally as important as the magazine. The online presence will allow my consumers to stay interested and fully understand who the brand is and what it stands for. To begin finding out more in-depth research into the basis of my magazine (who would be reading it, what they fear about the future and understanding their purchasing habits) I began conducting a series of photobased experiments with girls between 18 and 25 with the aim of understanding their own personal fears for the future and their fears around science and technology. The experiments told me that there is a deep-rooted feeling of isolation around technology because of the lack of humanity (Appendix, 2.B). My candidates associated futuristic visual codes and colour palettes with things they had seen in post-apocalyptic films. Relating future advancements to post-apocalyptic movies was also something Adam Whiton mentioned, theorising that this is where fear of future tech comes in (Appendix, 2.D) Due to this, my candidates had sub consciously related them back to current issues in todays society. For example, one candidate noted that the lack of green in image from sci-fi film ‘Interstellar’, made her think of environmental problems today (despite the image clearly being futuristic and not based on earth). It also revealed the colours and overall visual codes and identities associated with both negative and positive moods which allowed me to gain a better understanding of my potential consumer. For example, nearly all my participants associated natural, earthy greens and warm reds and pinks as positive colours and white and grey colour palettes as being clinical and scary. ‘Colour is a key design element because of its ability to elicit emotional reactions in the viewer’ (Harris, 2005.) This was a key theory to consider as an aspect of my big idea was counteracting fear with positivity and so I needed to be sure of the colours associated with not only fear but also science in general and the connotations behind them.

Figures 17,18, 19- Sci fi movies (2016)

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WHO WILL IT BE FOR? Whilst the intent behind the magazine is ‘to create a positive view of the future of science and technology in fashion’, there is also the aim of making science accessible to young women so it was clear to me my consumer would be female. With the fusion of science and fashion as well as the inclusion of possible celeb culture references, it would also be a millennial involved with a variety of interests. Because of the different topics and areas my consumer will be split into two archetypes- ‘The Edgy’ and ‘The Effervescent’. ‘The Edgy’ explores the combination of existing ‘Explorer’ and ‘Magician’ archetypes making them ambitious, intelligent, driven and expressive. This allows them to think more creatively and despise conforming but it also allows them to be manipulated- in this case that could be by what they’re reading in the media making them more likely to appreciate independent and niche publications. The second archetype, ‘The Effervescent’ represents a more down to earth version of the first archetype- still interested in art, culture and future experiences but primarily focused on real life relationships and being happy. This puts them as ‘Lover’ and ‘Jester’ personalities with aspects of ‘Explorer’, making them enjoy pop culture and things with a sense of humour.

However, the personalities within ‘The Effervescent’ archetype fear isolation and loneliness also putting them at the most risk of being fearful of the future. This shows that this is the most important consumer because they are the ones who could benefit from the idea behind my publication.

THE EFFERVESCENT

the edgy and

Figure 20- Consumer 2 2016

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the edgy...

Betsy studies International Fashion Promotion at Manchester Metropolitan university showing her expressive creative side. Her understanding of visuals help her social media presence- allowing her to profit from this. Whilst some people are embarrassed by the amount of time they spend on social media, Betsy sees it as an opportunity, as well as a way of showcasing her style and interests. Because she spends so much time on social media, I can deduct that social media presence for a magazine would be very important because this is where she begins to curate and create her inspirations. Her life revolves around the newest big trend whether that be in Fashion or graphic design.

Figure 21- Consumer board 1 2017

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Mushpit Magazine

Jean-Michel Basquiat biopic

Uni work 44

Instagram selfie

Itunes playlist- Frank Ocean

Spice Girls vintage t-shirt

Vintage cameras

Dazed Magazine

Travel photography Figure 22- A day in the life board 2017

‘A DAY IN THE LIFE’ The images of her own mood boards and cameras shows her expressive and creative background. Because of her interest in art and culture, she consumes a lot of media. Whilst she still reads the most popular magazines amongst her age group, she is also aware of niche and independent publications like Mushpit. Her study of a creative subject puts her consumption of media as priority as she sees it as means of research and inspiration. Because of this, she is more likely to purchase magazines monthly. She is also more willing to spend money on publications as she can see benefit in her own creativity from having them. From her publication choices, like Mushpit and Dazed, she would spend on average between £4 and £10 on a magazine. Being at university in Manchester, ‘the fastest growing northern city’, (Begum, 2016) puts Betsy at the forefront of having access to not only social events- but also independent stores. This means it is easy for her to stay updated with new independent brands and have easy access to them. This paired with her social media dedication and presence, makes her a target consumer due to her ability to showcase the publication to a large audience. Her student status in a large city also makes it easy to spread news of the publication by word of mouth.

Archetypes: Explorer, Magician Behaviours: Liberal, expressive, driven, ambitious, creative, open-minded Goals: Further travel, to expand her business, to collaborate with more brands Influencers: Jean-Michel Basquiat, Gloria Steinem Brands: Asos, Royal Tees London, Motel Rocks, Illustrated People,Freckledace, Depop Food: Sketch London, independent coffee shops Three things you couldn’t live without: Camera, phone, family Hobbies: Photography, social media, designing, reading TV & Film: Quentin Tarantino movies, Trainspotting, Requiem for a Dream, Breaking Bad, American Horror Story Music: Frank Ocean, The xx, Solange, Lauryn Hill Publications: Dazed, I-d, Mushpit, Wonderland

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and the effervescent

Izzy studies Psychology and criminology at Nottingham Trent university which highlights her caring side- aspects of the â&#x20AC;&#x2DC;Lovingâ&#x20AC;&#x2122; archetype. Being so culturally and socially aware, she draws inspirations from past decades, pop culture and social media. Because of her strong awareness of the past and present, she incorporates this into her dress sense to counteract how much time she has to keep up with trends. As a millennial, she is particularly fond of early noughties and nineties trends making her style very feminine and nostalgic.

Figure 23- Cosnumer board 2 2017.

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Book: ‘Yes Please’ - Amy Poehler

‘Sketch’ London with boyfriend Ollie

Instagram Selfie

London Photography

Polaroid with boyfriend Ollie

Dazed Mgazine

Facebook profile picture

Bedroom book shelf

Roysl Tees London t-shirt

Figure 24- A day in the life board 2 2017

‘A DAY IN THE LIFE’ From the images shown, we can begin to see the second consumer already has an on-trend colour palette they apply to their own style. We can see the pinks and purples of SS17 trends (WGSN, 2016) which shows although they don’t live in as big of a city or study fashion- they are still up-to-date with trends, news and the fashion industry. This can be put down to their taste in media. Although they don’t have the money or a reason to purchase quite as often as ‘the edgy’ consumer, they still consume fashion based magazines such as Dazed and I-D. On average, they would spend no more than £7 on a magazine due to it not being a necessity in their life. The close relationships this consumer has with friends and partners, makes them the ‘lover’ archetype. This makes them become lonely easier, meaning the big idea behind the publication would particularly benefit them.

Archetypes: Jester, Lover Explorer Behaviours: Liberal, inquisitive, caring, selfless, honest, kind, Goals: To travel, be her own boss, to continue raising awareness about women’s issues, to remain in a happy relationship Influencers: Michelle Obama, Angelina Jolie, family & friends Brands: Asos, Topshop, New Look, RedBubble, Motel Rocks, Depop, Urban Outfitters, Missguided, Pretty Little Thing. Food: Asian Food. Time Out, Five Guys, GBK, Wagamamas. Three things you couldn’t live without: Juno (her cat), her mum, her laptop Hobbies: Watching Movies, Reading, drawing, shopping TV & Film: Girls, Law and Order: SVU, Grace and Frankie, Nocturnal Animals, American Beauty, Forest Gump Music: Lana Del Rey, Fleetwood Mac, Hole, Britney Spears, Alt-J Publications: Dazed, I-d, Elle

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WHO AM I UP AGAINST? SENSATIONALIZED, WITTY, PLAYFUL

GAP IN THE MARKET

SCIENCE AND TECH

FASHION

SERIOUS, FACTUAL, IMFORMATIVE

Figure 25- Perceptual map 2017

Looking at the competitors for my own publication, whatever I create will sit amongst Fashion and Science magazines. Although there isn’t a mainstream publication that fuses both together, there are popular publications like ‘Dazed and Confused’ and ‘I-D’. It is important to consider these specifically because not only do they comment on a range of different topics, but they are also the most common favourites amongst my consumer (appendix, 2.C). As they have a serious, factual tone of voice, a way to compete with the popular magazines would be to have a completely different language and way of talking to my consumer. Whilst there is a more sensationalized, humorous tone of voice in the publication ‘Galore’, they are not as fashion based and do not talk about the same topics. To place myself in the optimum sector for little to no competition (whilst still appealing to my consumer), my publication should relay factual, serious topics in a lighthearted, amusing way. Whilst relating to my competitors, I feel this also make sense regarding my big idea of creating a positive view of the future as the language will be a reflection of the positive mood I am trying to create.

Chapter 2

CREATING A MAGAZINE... ‘‘I think people would be more inclined to read it if it’s about fashion because fashion is such a big thing, and could make people who only read fashion magazines interested about science and have a more rounded view of things’’

- Isabella Nevin (Appendix 2.B)

To begin the process of visualising the logistics and creation of my publication, I did more idea testing in the form of consumer research and publication research. The idea of having a print publication rather than digital was previously already defined due to the percentage of respondents who said they do not read digital magazines (Appendix, 2.C), however speaking to my consumers allowed me to understand the ratio of science to fashion in my publication. With almost all interviewees becoming much more interested when I described the idea as being presented in the format of a fashion magazine, it became clear to me that my publication should be more image than word based to make the concept of a magazine about science less daunting and more relatable. This theory was also backed up when interviewing Jeremy Leslie of Mag Culture whose insight led me to the conclusion that very niche publications are often the most successful due to them standing out the most (Appendix, 2.D). I also tested my overall big idea for a publication with him with the overall feedback being very positive. A key factor he mentioned, was that there is a gap in the market for publications specifically about science being aimed at women (Appendix, 2.D). This was very relevant to my idea due to my identification of a rise of female sci-fi heroines, but a lack of women in the actual science industry. Considering my consumers lifestyle and buying habits producing a monthly magazine (rather than a digitally based publication) seemed too often. Due to my consumer being 18-25, we can deduct that they will be somewhat near the start of their career or a student with less funds available to spend. Moreover, with a topic so timely and many of the topics still being developed, it would be difficult to have enough thoroughly researched content to fill an issue monthly. After further research into publications and the way niche or independent publications are produced, I concluded that a bi-annual publication would be the best option. A bi-annual publication allows time to produce thorough content with references to what is happening currently in science, fashion and other fields like film and celebrity culture. It also provides the consumer with an alternative to trying to keep up with monthly issues- as well as being relevant to today’s society when so much information is given for free online The cost of the magazine, should be at a price that both matches its competitors and is realistic to both consumers. Considering the prices of favourite magazines amongst my consumers, such as ‘Dazed’ and ‘I-d’ (£5.50 and £6 respectively), I would place my publication at £7.50. I feel this sits amongst the consumers’ price range but also adds a sense of ‘luxury’ or ‘special occasion’ which I feel is imperative due to it being a bi-annual publication. 53

Chapter 2.

A YEAR MAGAZINE THE SITUATION: 2003 is part of the annual magazine ‘A YEAR’. Although there has only been two issues and it is an independent publication selling online, they both sold out. It is interesting to note, as a publication they appear to have no active social media. Their website is also very brief with no press pack, contact details or general information. Even without digital presence, the magazine is sold out internationally from it’s own site and other stockists. The visual content doesn’t have one clear style, more matching against the general concept of the magazine itself (i.e. the year it’s based on). This shows me that the references and sub topics within science do not have to be coherent in my own publication and can be a colourful, bold contrast.

THE IMPACT: The impact of this is a publication that has a ‘mysterious’ air about it due to lack of information. The fact only one issue is released a year heightens this aspect making it seem luxury and exclusive. This can be applied to my own publication. My own consumers buy magazines such as ‘Dazed’ and ‘I-d’ meaning they are used to monthly issues. This provides them with more content but also means they get used to seeing the issues regularly and stop paying attention to new issues. They also are less likely to be able to afford something every month due to their age group so something like a bi-annual or annual issue gives another option.

THE INSIGHT: The insight from this is that a publication does not have to provide monthly issues to be successful- especially considering how it fits with my own consumer.

CONCLUSION: To conclude, I feel after researching other successful, independent publications that do not produce monthly issues, it is definitely the right decision for my own publication. It allows me to make the bi-annual issues seem like a special occasion which will help the magazine stand out amongst my consumers- none of the direct competitors do this even though it makes it highly accessible.

Chapter 2.

INTRODUCING HOLE...

HOW WOULD I DESCRIBE IT?

WHAT DOES IT DO FOR YOU? Helps the consumer feel better about the future.

New and Innovative The future of fashion Ambitious

Provides a modern, trend based visualisation of new science and tech.

Technology People

Science 60’s

Women Creates a colourful, bright, bold and entirely different reading experience

Iconism

Bright

Celebration

Bold

Pop Art

Fun

Creative Feminine

SHOWING THE POSITIVES OF THE FUTURE OF SCIENCE IN FASHION THROUGH AN EXPRESSIVE AND CREATIVE MAGAZINE

Nostalgic Forward Flirty Thinking

Happy 90’s Vintage Mixed Media

HOW DOES IT LOOK?

Funny

Celebrity culture

BRAND ESSENCE

Young

Colourful Young

Powerful Important Helpful

Unusual Nostalgic

Creative

Aware

Strong Vibrant Ambitious

Playful

Confident Positive Feminine

Important In the know Excited

On trend

HOW DOES IT MAKE YOU FEEL?

To inform the beginnings of my publications visuals, I started by creating a brand essence wheel of what I wanted the publication to stand for and embody. The overall attributes in each section helped to inform my creative choices. For example, I already knew the premise of my publication was to help the consumer feel better about the future, but I also realised I wanted it to be a very specific bold, and unique reading experience. As I identified a strong gender divide in the science industry, I also wanted the publication to be very feminine and make women feel strong and confident. Moreover, to counteract the fear of the future, I wanted to balance the futuristic topics with nostalgic imagery to relate to past happy memories. With descriptive words like ‘Playful’ and ‘humorous’, I was also starting to put together the basis of the publications tone of voice as well. With an overall idea for a nostalgic, expressive and funny publication about the future of science and fashion, I started to brainstorm names surrounding my brand essence. The final name ‘Hole’ has connotations of science due to it being related to blackholes and wormholes. However, another key inspiration behind the name was nineties grunge band ‘Hole’ fronted by female lead singer Courtney Love. I thought the reference to nineties grunge would relate strongly my consumers due to their more gothic and edgy sense of style. As well as this, the band having an iconic female lead was relatable to the strong portrayal of women I wanted to show. I also thought having a simple, short name related to the easy and relatable wording I wanted to use to detract from the topic of science.

Figure 27- Brand essence 2016

Chapter 2.

creative concept SUNSETS AND FLOWERS To make sure my publication is a strong reflection of my research and big idea, I have used the colours I found associated with a positive mood and different methods of photography. The main colours are warm tones but contrasted with black so that whilst reflecting my big idea, they also match my consumers and their own taste. The articles themselves would need to be about science but to create something my consumer would be interested in; the visual content is more relatable to my consumer by referencing the fashion industry and artists they are interested in. Inspiration for my overall design recipe came from thorough artist research into people who use colour to reflect a mood or feeling. Such artists included Filmmaker Wes Anderson, photographers Sasha Samsonova and Juno Calypso and illustrator Dela Deso. They all use colour to change the perception or mood of an image and add in elements of hyperreality to contradict what you initially think you know about a topic. The use of pinks, reds, oranges and yellows connotes images of sunsets, flowers and an overall image of â&#x20AC;&#x2DC;girlyâ&#x20AC;&#x2122; things. Using this I planned to create photography for the publication that was less literal in the fact it was supposed to be about topics such as AI and wearables, but more metaphorical relating to things my consumers already have an interest in. To further the fashion styles of my photography, I collaborated with photography student Antonia Appel whose work I had seen before. Because of her experience in fashion portrait photography in studios, her work connotes high end professional fashion photography styles which I thought would be a good juxtaposition against my own more film and polaroid based photography style. Moreover, the differences in styles of photography would give connotations of different eras, furthering idea of nostalgia and imagery relating to positive memories.

Figure 28- Juno Calypso 2016

Chapter 3.

HOLE HOLE HOLE

hole magazine hole magazine hole magazine hole magazine hole magazine hole magazine hole magazine hole mag HOLE MAGAZINE HOLE MAGAZINE HOLE--

HOLE HOLE HOLE Chapter 3. Chapter 3.

Figure 29- Design recipe 2017

SOMETHING OLD & SOMETHING NEW Pairing the colours and distinctive styles of photography will allow a certain sense of positivity but I also think it’s important that the tone of voice and language reflects not only positivity but also the types of language my consumers use with each other. It will also help my publication ‘Hole’ situate itself in the right place amongst its competitors; balancing information with a colloquial and humorous tone of voice to contrast against the publications that focus solely on science or solely on fashion. When researching tone of voice, I found the relatable style ‘Galore’ magazine and brands ‘Pretty Little Thing’ and ‘Missguided’ use on their social media very interactive and something I think would resonate with my consumerParticularly my second consumer ‘the effervescent’ due to those brands matching their personal taste. Their use of gifs, memes and celebrity references make it easy for their consumers to relate. As this is how millennials interact with each other, it allows them to feel connected to brand. The aspects of their personality that fit into the ‘jester’ archetype would peak their interest due to their sense of humour. It is important that ‘Hole’ is both relatable and funny so incorporating the use of slang terms and current social media ‘trends’ could help do this. To sum up, the visual representation of ‘Hole’ is a mix of old and new. Of edgy and corny. Nostalgic and futuristic. The use of pinks and pastel purple and blue connote being young and being a girl. As a gender, pink is often associated with being very feminine. The colour also reminds us of words like ‘Love’ and ‘cute’ which both conjure up positive images. Contrast this against the heavy use of black and not only does it become more related to science, (galaxies and nebulas) but older and more balanced. Adding in colloquial language keeps the topic from being intimidating to girls with lack of interest in science. It also provides extra interaction with the consumer. This will be particularly important in marketing the publication.

Figure 30- Copy board

Chapter 3.

GALORE MAGAZINE THE SITUATION: Galore Magazine is ‘a celebration of the cool creative girls of all backgrounds and body types.’ (Appendix 2.D) One of the biggest media companies in the world, they discuss everything from beauty to politics. They produce issues quartley predominantly focusing on their online presence. Their visuals are a mix of vintage and trend led imagery with a very girly, bright presence.

THE IMPACT: The impact of this, is an online presence that is both positive and relateableeven when speaking about issues that perhaps don’t affect the reader directly. Galore speaks about issues like drugs, sex, women’s rights and transgender rights. This makes them a huge positive force in the media in a time where the political world is rife with tension. Particularly in America where a lot of their rights are being altered and many people are feeling opressed.

THE INSIGHT: As Galore is essentially creating positivity by the way they use their social media and talk about topics, it heavily relates to my own big idea for Hole. The insight from this is that I could display the same sort of bright, colourful visuals that are in the magazine across social media. I could also do this not only relating to science in fashion but any timely topic. This will also relate to my consumer and provide content that is relevant and timely.

CONCLUSION: To conclude, after researching and interviewing the Galore team, I can see how they use social media to appeal to their consumers. They also use topics that are different to what their articles on which has opened up ideas for what I could do. This is important to consider as I move forward to my route to consumer stage so I my marketing plan properly appeals to my own consumers in the right way.

route to consumer GIRLS, GIRLS, GIRLS PART 2. Considering my consumers and their creative, expressive nature, I can conclude they would respond best to visually appealing marketing techniques. Applying this knowledge, I have created a marketing plan for ‘Hole’ that I feel best fits my consumers whilst raising awareness of the publication. To raise awareness, one of the best things for my publication would be promotion by bloggers. Digital influencers are a relatively new form of marketing but it is important because it matches the age group of my consumers. Having grown up in the digital world, they are used to finding everything they want at a click of a button. For brands, the change in the way they market can be beneficial due content marketing costing up to 62% less than outbound marketing. (De Vivo, 2017) Using bloggers and digital influencers helps the consumers to understand the brand and raises awareness. Looking at successful brand and blogger collaborations, the festival ‘Coachella’ was a perfect example of this in April 2017. Brands like ‘Urban Decay’ and ‘Revolve’ threw pre-Coachella parties, collaborating with bloggers and the result was a social media frenzy that focused more on the parties and brands than the actual festival. Bloggers Chiara Ferragni, Negin Mirsalehi and ‘iluvsarahii’ all Instagrammed the ‘Revolve’ party which meant there was a combined following of over 16 million subscribers viewing the brand. 65

Figure 32- Revolve party 2017

Chapter 3. Chapter 4.

BEFORE

DURING

AFTER

URBAN DECAY X COACHELLA

THE SITUATION: Urban Decay is an international beauty brand. They have more than 8 million followers on instagram and a network of frequent collaborators such as bloggers and celebrities. Every year at the festival Coachella they host a party- the #UDgetaway. Bloggers and celebrities are invited and expected to vlog and document the event. 2017’s event saw Youtube vloggers Desi Perkins, Kandee Johnson and ‘LustreLux’ stay the entire duration in the #UDgetaway house. With over 1 million followers each, they documented the event through vlogs on Youtube, posts on Instagram and live updates on Snapchat.

THE IMPACT: The impact of this is not only the potential extra views from over 3 million people but also the opportunity to provide seasonal content and heighten the sales of products relating to the event. In this case this was festival products. It also resulted in several brands doing the same thing which also makes it more competitive and choosing the right bloggers to represent the brand is imperative.

THE INSIGHT: The collaboration between the brand and the bloggers shows me how events can provide several routes of exposure and benefits. Not only do they provide countless ways of documentation to relate to consumers and show products to the best of their ability, but also provide an opportunity to form relationships as a brand with bloggers, press and/or celebrities. It can also be an easy way to get people involved.

CONCLUSION: In conclusion, the use of bloggers is widely beneficial. Whilst the blogging sector is over-saturated, there are still key people who are digital influential. The use of bloggers specifically at events, not only provides digital opportunities in terms of documentation and gaining followers, but also provides both parties with the opportunity to network and build relationships.

WHO ARE YOU? Joanna Kuchta 20 years old 1 million followers on instagram University student in Dublin

Her personal style is closely related to the references in ‘Holeas she mixes current trends with 60’s and 90’s influences

Strong representation of young women and womens rights

As bloggers are celebrities in the digital world, it is important to consider celebrity endorsement techniques and pick bloggers to represent ‘Hole’ with a personality to match the brand essence. (Posner, 2011) The bloggers would need to have a mix of edgy and girly styles to match the publications aesthetic as well as using a tone of voice that matches the colloquial language of ‘Hole’. An example of such bloggers would be Instagram digital influencers Joanna Kuchta and and Charlie Barker. Not only do they match the brand essence, but they also have very different styles to each other. Charlie Barker

576k followers on instagram

She would fit into the ‘explorer’ archetype matching my first consumer group

Bright and colourful sense of style matching the publications visual aesthetic

Strong presence in the fashion industry with lots of connections

PRETTY LITTLE THING Blogger promotion however, would not be realistic without incentive or reason. To begin the collaboration there would need to be a launch event to create engagement. The launch event would provide a stylish party where press and bloggers alike would be invited and able to view ‘Hole’. To obtain more publicity, a collaboration with an established brand would make it more likely for bloggers to attend. When considering a brand to collaborate with, like bloggers, it was important to consider those who matched not only the brand essence, but also the values of ‘Hole’. They also needed to match the style of my consumers otherwise, as an idea, it would not work. I researched all the brands my consumer would wear or follow on social media and concluded ‘Pretty Little Thing’ would be the most logical choice. The brand is a British clothing brand sold online. With 1.6 million followers, they have a very strong social media presence. This was one of the most important things to consider due to my publication being bi-annual. Whilst I’ve mentioned the importance of social media in consideration of my consumer, it is also important to fill in the gaps between issues and create digital engagement with readers. This will maintain a strong relationship between the publication and its readers. As a brand, ‘Pretty Little Thing’ shares similar language and tone of voice with ‘Hole’. They were a brand I researched when considering copy- due to their colloquial language that is both relatable and humorous. They were also a brand that is especially suited to my second consumer, ‘The Effervescent’ who mentioned it as a favourite. As ‘Pretty Little Thing’ is already an established brand, I considered the incentive and reasoning on why they would be willing to collaborate with a new publication. As I mentioned previously, they are a favourite brand amongst my consumer. Knowing this, I used clothes by the brand for the photo content in the publication. As a collaboration, this could be publicised to promote ‘Pretty Little Thing’ providing mutual benefits to ‘Hole’ and the brand. Moreover, having researched the brand I also know they collaborate with publications and other brands regularly. This shows that as a brand, they have similar marketing and promotional ideas as ‘Hole’, further matching the brand values and essence. 71

PLT

HOLE

Mass market

YOUNG

Commercial

FUN FRIENDLY

Only online Festival inspired International

COLOURFUL BRIGHT BOLD FEMININE

Independent Niche In store and online Science inspired UK based

Chapter 4.

Figure 35- PLT X Hole venn diagram 2017

Having decided on the brand and bloggers, I considered what type of event or party would be most appropriate to my consumers. Factoring in my consumers ‘A day in the life’ and the archetypes they fit into, I concluded something relating to festivals would match both their personalities and both brands. ‘The Edgy’ and ‘The Effervescent’ both fit into the ‘explorer’ archetype showing their love of exploration and trying new things. This also matches ‘Pretty Little Thing’ and what they have been doing as brand in the past months. Relating back to my earlier comment regarding bloggers and Coachella, ‘Pretty Little Thing’ recently threw a Coachella party in collaboration with Paper Magazine. Using the basis of this as an idea, the launch event would be a festival themed party to start the U.K festival season. Rather than being for one specific festival, due to my consumers’ eclectic music taste, the party would be to celebrate festival season in general. To place the launch at the optimum time, the party would be on Saturday the 24th of June, the closing weekend of Glastonbury festival. Having it then not only marks the biggest U.K festival, but also the start of festival season with most U.K festivals being July and August. The party would focus mainly on the presence of bloggers. This would give the opportunity to form collaborations and improve ‘Hole’s’ network.

There would be activities around the party designed to get the guests engaged with the magazine and posting on social media. To create awareness, we would incorporate the use of a hashtag that would be then seen across Instagram ‘holeXprettylittlething’. This would be seen around the party where there would be photo booths, branded back-drops and design stations where the guests can customise their own copy of the magazine. All of this would be visually designed to be ‘the perfect photo-op’ to maximise the content added to social media by the guests.

HOLE MAGAZINE & prettylittlething.com invite you to

The Space Festival Launch Party SATURDAY THE 24TH JUNE #holexprettylittlething @hole_mag @prettylittlething

Chapter 4.

Figure 36- PLT X Hole event invite 2017

DIGITAL WAVE As well as Instagram, ‘Hole’ will focus strongly on Snapchat. As another visually based channel, it provides the opportunity to interact with consumers in a way that’s personal and relatable. Making use of the features available, ‘Hole’ will use snapchat throughout the year to provide smaller articles between bi-annual issues. The articles will be shown in a live story mode with links to the website. After the launch event is finished, the focus will strongly be on social media. Utilising our colloquial tone of voice and pop culture references, the Instagram account will have a heavy focus on relating to consumers. This will be done through timely gifs, memes and references to what is happening in the fashion industry. One of the strengths of posting such content is that it gets people tagging their friends, which in turn leads to more people seeing the account and therefore seeing the magazine. Considering the 5 C’s of social media, this will give an overall sense of community to the brand because it will have a strong consumer relationship. As ‘Hole’ is a very niche topic, the use of social media will help it seem more relevant to girls who aren’t interested in science.

Content

COHESION

context

COntinuity

community

Figure 37- 5 câ&#x20AC;&#x2122;s of social media 2017

Chapter 4.

Figure 38- Hole social media 2017

https://brontey11bm.wixsite.com/holemagazine

The website itself will also feature content not available in the issues. This will be done by contributors who will be sought out via social media. The aim behind this is to get women more involved in science, addressing one of the problems identified in my context stage. Having contributors will also potentially increase the awareness of the magazine by word of mouth from the contributors themselves. As well as relevant content, a key feature of the website will be a press kit where the media will be able to access relevant information about ‘Hole’. This is more relevant to today’s society than sending out physical copies due to the ease of access at any time online. As well as having content, the website will also have an e-commerce site where the consumers can buy the magazine directly. The option to buy online provides easy access to the ‘always-on’ generation (Experian, 2014). It also addresses the consumers who perhaps don’t live in the city and have access to many independent magazine stores. The video and social media channels will also have a short promo video I have created which will be used before the release of each issue. The video will be used as a basic promo tool but the incorporation of movement and sound will provide extra engagement on social media.

Chapter 4.

Figures 39 & 40- Hole Magazine website 2017

WHERE CAN I GET IT? When choosing stockists, considering ‘The Edgy’ and their lifestyle choices was important. Their publication purchasing habits impact both their creativity and education meaning they buy often. Because they buy often, they are hyper-aware of the best places to get publications, going mainly to independent shops or buying from select places online. ‘The Effervescent’ spends less time in independent magazine stores, and although they would still be aware of them- this is where the online store is important. The most important places for stockists would be in cities as this is where both types of consumer live. As the consumers are largely student age groups, cities with large student culture are especially important. The magazine would therefore, be stocked at stores: ‘Colours May Vary’ (Leeds), ‘Rough Trade’ (Nottingham & London), ‘Magma’ (Manchester), ‘Papersmiths’ (Bristol) and ‘Magculture’ (London).

Figure 41- Colours May Vary Leeds 2014

Chapter 4.

BEING TIMELY... Considering the process of my marketing mix, I have created a timeline to display the order of events. As social media is key form of interaction with my consumer, the process of using it would be before, during and after the launch party. This will create an audience before, awareness during and engagement after. After the event, Instagram will be key in re-posting the party pictures by bloggers on both brands accounts. After documenting the event, this would be a key time to announce the sale of the first issue both online and nationwide in stores. With the buzz of the event dying down, â&#x20AC;&#x2DC;Holeâ&#x20AC;&#x2122; will use social media and the website to start the casting call for contributors. The hiring of contributors will help to also spread the awareness of the magazine by their own word of mouth. As this is happening towards the end the autumn, it will provide a talking point just in time for the launch of issue 2. Having a summer and winter release of issues coincides with the most common release dates for blockbusters. For example, around the release of issue 2, will also be the release of the newest in the Star Wars franchise- one of the biggest things in the sci-fi calendar for 2017.

Chapter 4.

Figure 42- Event timeline 2017

DISCOVERY -Bloggers -Event collaboration Consumers would first become aware of the magazine by seeing the posts on social media. They would see it one of three ways; the first being on the Instagram of a blogger they follow, secondly on ‘Pretty Little Things’ social media or on the social media of ‘Hole’ itself.

INVESTIGATION - Interacting with social media posts - Checking ‘Hole’ website The investigation would begin by consumers checking out all three instagram accounts, following ‘Hole’ and liking/ commenting. This would lead to them clicking on the website link on social media bio’s and finding out more about the magazine.

Chapter 4.

Figure 43- Consumer Journey 2017

SAYING YES TO THE CONCEPT - Buying the magazine After checking out the social media posts, the event and investigating the website, this would lead the consumers to purchasing the first issue.

EVALUATION - Social media growth - Sales analysis of second issue An evaluation of the process would help to see what the brand needs to do to improve and how successful the event was. This can be seen through social media statistics and sales.

BUT DID IT WORK? To measure the success of issue 1, I will analyse social media and sales statistics. The real measure of success however, will be the sales of issue 2 in December. Having built awareness over the summer by the collaboration with ‘Pretty Little Thing’ and the social media interaction after- the launch of issue 2 will be in anticipation. In theory, this should mean the sales figures of issue 2 will be a lot higher. It will also be tested by the continued relationship with bloggers. If the bloggers at the launch event maintain interaction with ‘Hole’, it will give a continued press/brand relationship which will allow for more marketing techniques with the next issues

Figure 44- Loyalty loop 2017

CONSIDER

BOND

LOYALTY LOOP

ADVOCATE ENJOY

Chapter 4.

BUY

EVALUATE

Figure 45- SMART glasses shoot 2017 89

EXECUTION THE ‘HOLE’ THING When considering the execution of ‘Hole’, I researched the best way to connote the idea behind it through the paper type. After looking at competitor publications, I realised there could be two options for ‘Hole’. The first could be to use a matte paper with a high GSM. The second would be to create a ‘glossy’ magazine with a lower GSM but more vibrant colour. Considering the first option, matte magazines are often associated with being more expensive and independent publishing. Taking that into consideration, I decided a glossy magazine would be the best option contrasting against a thicker, matte casing. The glossy pages will make the colour more vibrant matching the importance of colours in my big idea but the matte front cover would link to the idea of a bi-annual, important publication. As a result, ‘Hole’ will be a unique magazine for young women exploring the cultural and environmental issues within society (namely science.) In discussion with Jeremy Leslie, he said he has identified a gap in the market for magazine about science aimed at women. So, in conclusion, although this seems very niche and specific, ‘Hole’ does this but in a way that talks about the bigger picture- incorporating environmental issues, feminism and health whilst seeming fun, approachable and young. Chapter 5.

BRONTEY WHITE N0515045 FINAL WORD COUNT: 8728

appendix

CHAPTER 1: - Figure References -P97 - References -P103 - Bibliography -P105 - Declaration Form -P113 CHAPTER 2: A) Methodology -P115 B) Photo Experiment -P119 C) Surveys -P146 D) Industry Research -P150 E) Exhibition Research -P160 CHAPTER 3: A) Big Idea -P162 B) Perceptual Map -P164 C) Brand Essence -P165 D) Cartogram -P166 E) SWOT Analysis -P167 F) Consumer 1 -P168 G) Consumer 2 -P170 H) FOXP2 Case Study -P172 I) A Year Magazine Case Study -P174 J) Galore Magazine Case Study -P176 K) Urban Decay x Coachella Case Study -P178 CHAPTER 4: A) Sketchbook Pages -P180 B) Design Recipe Boards -P182 C) Photoshoots -P184 CHAPTER 5: A) Tutorial Record Sheets -P190 B) Ethics Forms & Consent -P192 C) Weekly Plan/ Critical Path -P196

CHAPTER 1

FIGURE REFERENCES

Figure 1- J.R Eyerman (Unknown) ‘VR Illustration’ [Online Image] available: https://www.wsj.com/ articles/virtual-reality-movies-get-ready-for-the-vr-revolution-1457030357 Figure 2- Own work (2017) SMART glasses [Photograph] Figure 3- Own work (2017) Timeline [Infographic] - Image 1- Universum Film (1927) ‘Metropolis’ [Online Image] available at: http://www.imdb. com/title/tt0017136/mediaviewer/rm4047829504 - Image 2- Walter Wang Productions (1956) ‘Invasion of the Body Snatchers’ [Online Image] available at: http://www.imdb.com/title/tt0049366/?ref_=tt_mv - Image 3- The Guardian (2016) Andre Courreges [Online Image] available at: https://www. theguardian.com/fashion/2016/jan/08/andre-courreges - Image 4- Dino de Laurentiis Cinematografic (1968) Barbarella [Online Image] available at: http://www.imdb.com/title/tt0062711/mediaviewer/rm2291517696 - Image 5- NASA (2014) Neil Armstrong Moon Landing [Online Image] available at: https:// www.nasa.gov/content/former-astronauts-recall-historic-first-moon-landing - Image 6- LucasFilm (1978) Star Wars IV: A New Hope [Online Image] available at: http:// www.imdb.com/title/tt0076759/mediaviewer/rm2255750144 - Image 7- Theirry Mugler (Unknown) Mugler Follies [Online Image] available at: http://www. mugler.co.uk/the-house-of-mugler-thierry-mugler/1100/ - Image 8- Helmut Lang (2001) Helmut Lang SS 2001 [Online Image] available at: http:// theredlist.com/wiki-2-23-1185-1199-view-modern-profile-helmut-lang.html?offset=80?sharing=344160 - Image 9- Warner Bros (1999) The Matrix [Online Image] available at : http://theredlist.com/ wiki-2-23-1185-1199-view-modern-profile-helmut-lang.html?offset=80?sharing=344160 - Image 10- Marcio Madeira (2010) Alexander McQueen ‘Plato’s Atlantis’ [Online Image] available at: http://www.vogue.com/fashion-shows/spring-2010-ready-to-wear/alexander-mcqueen/slideshow/collection#23 - Image 11- Iris Van Herpen (2017) Iris Van Herpen Couture [Online Image] available at: http://www.irisvanherpen.com/ - Image 12- CNET (2017) Reebok Alien Stomper [Online Image] available at: https://www. cnet.com/news/reeboks-alien-stomper-sneakers-ellen-ripley-sigourney-weaver-ridley-scott/ - Image 13- Kim Weston (2017) Versace FW 2017 [Online Image] available at: http://www. vogue.com/fashion-shows/fall-2017-ready-to-wear/versace/slideshow/collection#47 - Image 14- Yannis Vlamos (2017) Gucci FW 2017 [Online Image] available at: http://www. vogue.com/fashion-shows/fall-2017-ready-to-wear/gucci/slideshow/collection#48 - Image 15- Paramount Pictures (2017) Ghost In the Shell [Online Image] available at: http:// www.imdb.com/title/tt1219827/mediaviewer/rm2237348864 Figure 4- NY Times (2016) ‘Ex Machina’ [Online Image] available at: https://www.nytimes. com/2015/04/05/movies/ex-machina-features-a-new-robot-for-the-screen.html?_r=0 Figure 5- Wired Magazine (Unknown) ‘Artificial Intelligence’ [Online Image] available at: http:// www.wired.co.uk/article/virtual-assistant-ai-love Figure 6- Justin Sullivan (2015) Apple watch [Online Image] available at: http://uk.businessinsider. com/apple-watch-apps-interest-2015-3?r=US&IR=T Figure 7- Aryan Jeans (2016) ‘Safer Denim’ [Online Image] available at: https://www.wgsn.com/ content/board_viewer/#/64323/page/1

Figure 8- CyborgNest (2016) ‘HumaNature’ mood board [Online Image] available at: https://www.wgsn. com/content/board_viewer/#/69129/page/7 Figure 9- J Melinda Sue Gordon (2014) Interstellar- Jessica Chastain (2014) [Online Image] available at: http://www.imdb.com/title/tt0816692/mediaviewer/rm419953408 Figure 10- Own Image (2017) Diversity in Sci-fi Mood board - Image 1- Lionsgate (2011) The Hunger Games- Amandla Stenburg [Online Image] available at: http://www.imdb.com/name/nm3964350/mediaviewer/rm3732648448 - Image 2- LucasFilms (2015) Star Wars: The Force Awakens- Daisy Ridley [Online Image] available at: http://www.imdb.com/title/tt2488496/mediaviewer/rm2433555456 - Image 3- Jan Thijs (2016) ‘Arrival’ [Online Image] available at: http://www.imdb.com/title/ tt2543164/mediaviewer/rm3152152064 - Image 4- Melinda Sue Gordon (2014) Interstellar- Anne Hathaway (2014) [Online Image] available at: http://www.imdb.com/title/tt0816692/mediaviewer/rm336067328 - Image 5- Summit Entertainment (2014) Divergent- Zoe Kravitz [Online Image] available at: http:// www.imdb.com/title/tt1840309/mediaviewer/rm1165740544 - Image 6- Paramount Pictures (2017) Ghost in the Shell- Scarlett Johansson [Online Image] available at: http://www.imdb.com/title/tt1219827/mediaviewer/rm1181746688 - Image 7- Jason Boland (2015) Mad Max: Fury Road- Cast [Online Image] available at: http:// www.imdb.com/title/tt1392190/mediaviewer/rm1786312448 - Image 8- LucasFilms (2016) Rogue One- Felicity Jones [Online Image] available at: http://www. imdb.com/title/tt3748528/?ref_=nv_sr_2 - Image 9- Kimberley French (2016) Star Trek Beyond- Zoe Saldana [Online Image] available at: http://www.imdb.com/title/tt2660888/mediaviewer/rm1871779072 Figure 11- Own Image (2017) Sci-Fi Cycle [Model] Figure 12- Own Image (2017) Problem Flow Chart [Model] Figure 13- Own Image (2016) ‘What a loving, beautiful world’ [photograph] Figure 14- Own Image (2016) FOXP2 [photograph and case study] Figure 15- Own Image (2017) Mood board [Digital Image] - Image 1: Lionsgate (2012) ‘The Hunger Games’ [Online Image] available at: http://www.imdb. com/title/tt1392170/mediaviewer/rm33274880 - Image 2: Jaap Buitendijk (2014) ‘Divergent’ [Online Image] available at: http://www.imdb.com/ title/tt1840309/mediaviewer/rm4226145024 - Image 3: Mad Max: Fury Road (2015) ‘Mad Max: Fury Road’ [Online Image] available at: http:// www.imdb.com/title/tt1392190/mediaviewer/rm890703616 Figure 16- Own Image (2016) SWOT analysis [Model] Figure 17- Twentieth Century Fox (2015) ‘The Martian’ [Online Image] available at: http://www.imdb. com/title/tt3659388/mediaviewer/rm1779688960 Figure 18- Melinda Sue Gordon (2014) ‘Interstellar’ [Online Image] available at: http://www.imdb.com/ title/tt0816692/mediaviewer/rm369621760 Figure 19- Universal Studios (1985) ‘Back to the future’ [Online Image] available at: http://www.imdb. com/title/tt0088763/mediaviewer/rm1736817152

Figure 20- Own Image (2016) Consumer 2 [photograph]

Figure 21- Own Image (2017) Consumer profile board 1 [Photograph] - Image 1: Betsy Johnson (2015) Instagram picture [Online Image] available at: https://www. instagram.com/p/-mhR7sHsGo/?taken-by=betsyjohnson_ - Image 2: Betsy Johnson (2015) Instagram picture [Online Image] available at: https://www. instagram.com/p/_fiTclHsC7/?taken-by=betsyjohnson_ - Image 3: Own Image (2017) Sushi polaroid [photograph] - Image 4: Own Image (2017) Nirvana vinyl [photograph] - Image 5: Own Image (2017) Vintage Jumper [photograph] - Image 6: Betsy Johnson (2016) I-D magazine [Photograph] Figure 22- Own Image (2017) A day in the life board [Photograph] - Image 1: Own Image (2017) Mushpit Magazine [Photograph] - Image 2: Betsy Johnson (2015) Instagram picture [Online Image] available at: https://www. instagram.com/p/BRYywt8BiIH/?taken-by=betsyjohnson_ - Image 3- Own Image (2017) Playlist [Digital Image] - Image 4- Own Image (2016) Jean-Michel Basquiat Biography [Photograph] - Image 5- Betsy Johnson (2015) Instagram picture [Online Image] available at: https://www. instagram.com/p/BSy6Uwfhm7J/?taken-by=betsyjohnson_ - Image 6- Betsy Johnson (2015) Instagram picture [Online Image] available at: https://www. instagram.com/p/BRGg6ojBDnY/?taken-by=betsyjohnson_ - Image 7- Betsy Johnson (2015) Instagram picture [Online Image] available at: https://www. instagram.com/p/BIeofslAKUn/?taken-by=betsyjohnson_ - Image 8- Betsy Johnson (2015) Instagram picture [Online Image] available at: https://www. instagram.com/p/BAp0HFVHsFb/?taken-by=betsyjohnson_ - Image 9- Betsy Johnson (2015) Instagram picture [Online Image] available at: https://www. instagram.com/p/-BWW3KnsLZ/?taken-by=betsyjohnson_ Figure 23- Own Image (2017) Consumer profile board 2 [Photograph] - Image 1: Own Image (2017) Izzy’s room [photograph] - Image 2: Own Image (2017) Holographic bag [photograph] - Image 3: Own Image (2017) ‘Limecrime’ Make-up [photograph] - Image 4: Own Image (2017) ‘Missguided’ bag [photograph] - Image 5: Izzy Nevin (2017) Instagram picture [Online Image] available at: https://www.instagram.com/p/BQLpLffA2uHtea669fByl7ekLsWD-RSAh7UHmo0/?taken-by=isabellanevin Figure 24- Own Image (2017) A day in the life board 2 [Photograph] - Image 1: Isabella Nevin (2016) ‘Yes Please’ Book [Photograph] - Image 2: Isabella Nevin (2016) Instagram picture [Online Image] available at: https://www. instagram.com/p/BHzp9vkgi4m-OedS4S_O7cKxQOkxPyca6pZRnE0/?taken-by=isabellanevin - Image 3: Isabella Nevin (2017) Selfie [Photograph] - Image 4: Isabella Nevin (2016) Instagram picture [Online Image] available at: https://www. instagram.com/p/BDlyzgdNAihnToMXGMRlUmNZPF-SytADm14RhI0/?taken-by=isabellanevin - Image 5: Isabella Nevin (2016) Polaroid [Photograph] - Image 6: Own Image (2017) Izzy’s magazine [Photograph] - Image 7: Isabella Nevin (2016) Facebook profile picture [Digital Image] available at: https://www.facebook.com/photo.php?fbid=1718927268132966&set =a.154528594572849.39069.100000471295443&type=3&theater - Image 8: Own Image (2017) Izzy’s room [Photograph] - Image 9: Own Image (2017) Izzy’s outfit [Photograph]

Figure 25- Own Image (2017) Perceptual Map [Model] Figure 26- Own Image (2017) A year magazine [Photograph and case study] Figure 27- Own Image (2017) Brand Essence [Model] Figure 28- Juno Calypso (2016) Honeymoon Series [Photograph] available at: http://www.itsnicethat. com/features/ones-to-watch-2016-juno-calypso-photographer Figure 29- Own Image (2017) Design recipe board [Digital Image] - Image 1: Unknown (Unknown) Typography [Online Image] available at: http://euphoira.tumblr. com/post/139736249569 - Image 2: Juno Calypso (2016) Honeymoon series [Online Image] available at: http://www.itsnicethat.com/features/ones-to-watch-2016-juno-calypso-photographer - Image 3: Galore Magazine (2015) Lana Del Rey cover [Online Image] available at: www.instagram.com/Galore - Image 4: Own Image (2017) SMART glasses [Photograph] - Image 5: Unknown (Unknown) Typography [Online Image] available at: http://iwannabesedated.tumblr.com/post/114019201533 - Image 6: Sasha Samsonova (2016) Kylie Jenner Complex Magazine cover [Online Image] available at: http://samsonovasasha.com/portfolio/celebrity/complex-x-kylie-jenner-x-takashi-murakami-/ - Image 7: Petra Collins (2016) Kim Kardashian Polaroids [Online Image] available at: www.instagram.com/petrafcollins/ Figure 30- Own Image (2017) Tone of voice board [Digital Image] - Image 1: Pretty Little Thing (2017) Copy [Digital Image] available at: https://www.prettylittlething.com/style-squad#pltstyle - Image 2: Missguided (2017) Instagram quote [Digital Image] available at: https://www.instagram.com/p/BRvR67gjT-6/?taken-by=missguided - Image 3: Pretty Little Thing (2017) Instagram quote [Digital Image] available at: https://www. instagram.com/p/BRd4YbulbT9/?taken-by=prettylittlething - Image 4: Missguided (2017) Website copy [Digital Image] available at: https://www.missguided. co.uk/ - Image 5: Anon (Unknown) Tumblr Meme [Digital Image] available at: http://prettyandpoe.tumblr.com/ - Image 6: Ayr (2017) Instagram copy [Digital Image] available at: https://www.instagram. com/p/BSY4HYogs6X/?taken-by=ayr Figure 31- Jacob Dekat (2014) Galore Magazine Cover [Digital Image] available at: https://galoremag. com/cover-story-pretty-little-liars-shay-mitchell/ Figure 32- Iluvsarahii (2017) Revolve x Colourpop party [Digital Image] available at: https://www.instagram.com/p/BS7hAqjFb26/?taken-by=iluvsarahii Figure 33- Own work (2017) Urban Decay x Coachelle [Digital Image & Case Study] - All Images: Urban Decay (2017) Urban Decay x Coachella [Digital Images] available at: https:// www.instagram.com/urbandecaycosmetics/ Figure 34- Own Work (2017) Blogger profiles [Model] - Image 1: Charlotte Rutherford (2017) Joanna Kuchta [Digital Image] available at: http://www. papermag.com/joanna-kuchta-2325257198.html - Image 2: Charlie Barker (2016) Instagram Picture [Digital Image] available at: https://www.instagram.com/p/2v55UpqEu_/?taken-by=charliexbarker

Figure 35- Own Work (2017) PLT x Hole Venn Diagram [Model] Figure 36- Own Work (2017) PLT x Hole Event Invite [Mock-up] Figure 37- Own Work (2017) 5 câ&#x20AC;&#x2122;s of Social Media [Model] Figure 38- Own Work (2017) Hole Magazine Social Media Mock-up [Mock-up] Figure 39- Own Work (2017) Hole Magazine Website Mock-up [Mock-up] Figure 40- Own Work (2017) Hole Magazine Website Mock-up [Mock-up] Figure 41- Colours May Vary (2012) Colours May Vary Store Leeds [Online Image] available at: https://www.colours-may-vary.com/ Figure 42- Own Work (2017) Event Timeline [Model] Figure 43- Own Work (2017 Consumer Journey [Model] - Image 1: Charlotte Rutherford (2017) Joanna Kuchta [Digital Image] available at: http://www. papermag.com/joanna-kuchta-2325257198.html - Image 2: Own Work (2017) Hole Magazine Website Mock-up [Mock-up] - Image 3: Own Work (2017) SMART Glasses [Photograph] - Image 4: Own Work (2017) Hole Magazine Social Media Mock-up [Mock-up] Figure 44- Own Work (2017) Loyalty Loop [Model] Figure 45- Own Work (2017) SMART Glasses [Photograph]

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Declaration Form

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CHAPTER 2 Method Initial surveyInvestigating the correlation between science and fashion

Publication Survey.

Purpose

Strengths

To understand what is already known by the general public in the field of science and fashion and how much they want to know.

Being able to get a variety of answers from a range of different people and being able to get quick, organised results as a starting point.

To gain insight into my target consumers publication habits to address the decline in the industry.

Gaining results from â&#x20AC;&#x2DC;yes or noâ&#x20AC;&#x2122; questions to get straight to the point answers.

Sample

Interview with industry professional

Dorothy HardyResearch Fellow in Manufacturing of Functional Electronic Textiles

To understand more about electronic textiles, the future of it and Dorothys own opinion on my topic.

Being able to gain professional insight to provide better understanding of a complicated topic

Interview with industry professional

Adam Whiton, PHD at MIT in personal robotics.

To challenge the information in the media about the negative side of AI and better understand what positive effects it could have on fashion.

The opportunity to talk to someone at a world renowned centre for robotics and being able to gain lengthy, detailed answers.

Interview with Industry professional

Jeremy Leslie of MagCulture

To test my own publication idea and further my understanding of the current publication industry. To also find out what Jeremy thinks makes a successful magazine.

The method of it being a phone interview allowed me to ask unplanned follow on questions and produce a thorough, in-depth interview.

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Methodology Table Weaknesses

Outome

Effectiveness

The inability to gage peoples initial reactions and see if they changed their answers.

The outcome was an unconsidered hypothesis with people stating they were interested in beneficial science/ fashion creations if they helped people and being interested in the topic. I had expected people to find it uninteresting and irrelevant to their lives.

Understanding more how electronic textiles will impact fashion to provide better inform my topic as well as gaining opinions on my early big idea.

Finding the exact amount of ‘decline’ in publications amongst 18-25 year olds.

It was effective to find the price point my target consumer was willing to spend (up to £10) but all the other answers were what I expected. It was effective but mainly backed up my own opinions.

Being able to ask a limited number of questions via surveys.

Only specific insight into one topic- i.e whatever the person is working on at the time.

Understanding more how electronic textiles will impact fashion to provide better inform my topic as well as gaining opinions on my early big idea.

The interview was helpful in giving me further things to consider and to back up my analysis of the health and wellbeing macro trend.

The opportunity to talk to someone at a world renowned centre for robotics and being able to gain lengthy, detailed answers.

The outcome lead me to the initial stages of my big idea as it backed up my secondary research and survey results about what types of information is available to the public and whether it is helpful or not.

the interview with Adam Whiton was the most effective piece of research I did as it not only informed my topic but tested my big idea and backed up my own secondary research. He also sent me his own work for research which was highly helpful.

Not having any visuals yet to show Jeremy that fully explained my idea and tone of voice.

Finding out Jeremy’s exact opinion on my photoshoots and idea for my publications (positive feedback) as well as his opinion on the decline in the industry.

It was really insightful to gain research into publications because at this point all I had was the survey. It allowed me to deeply consider how to make my publication stand out and solidified my photoshoot ideas.

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Method

Sample

Purpose

Strengths

Deep Dive/ Case Study

- a year magazine - Galore

To recognise the properties of successful publications and understand what makes them so popular with my target consumer.

Being able to extract as much information or as little as I want for quick but effective research.

Photo experiment

8 18-25 year olds, 7 girls and 1 boy

To understand the connotations seen with science and tech and understand my consumers fears, and perceptions of certain topics in the media.

Thorough, in-depth research that gages candidates initial responses and reactions by having them look at photos rather than asking questions they might want to avoid.

Deep Dive/ Case Study

Marguerite HumeauFOXCP2

To understand what it was about the exhibition that influenced my own work and how she interpreted science differently.

Looking at an event or experience which was a different form of art to what I had previously researched.

To understand more about Galores method of interaction with consumers.

Speaking directly to a magazine named as a consumers favourite.

Questions for Galore Magazine

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Info team @ Galore

Weaknesses

Outcome

Effectiveness

Being able to extract as much information or as little as I want for quick but effective research.

The outcome was having categorization that allowed me to see easily what it was that makes those specific publications relevant to my work and what I can take from them.

Quite limited research, helpful to a certain extent but would be better if I was able to talk to more people from the actual magazine.

Getting people to do it as people are busy and how time consuming it is.

Getting an initial starting point for my creative concept due to understanding their thoughts on colour and fears. Also giving me my big idea and backing up my research with Adam Whiton.

It was effective to gain research from my exact consumer, although i didnâ&#x20AC;&#x2122;t know they were my consumer at the time, this helped to define it and further my idea and progress.

No one to speak to about the work so the research was only my own interpretation meaning my insights were subjective.

I understood more about how using colour could change the mood for any topic and counteract negative connotations.

It informed my big idea by furthering my idea of counteracting fear of the future. It would have been helpful however if I had managed to get further research on it.

Limited answers due to the business of the company.

I understood more about how to use tone of voice to gain better interaction with your consumer and use it across different platforms that appeal to them.

It allowed me to have a basic outline of industry insight on different areas but I wouldâ&#x20AC;&#x2122;ve liked the opportunity to gain lengthier answers for it to be more effective.

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Photo Experiment *Images used*

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Photo experiment result 1 Person 1: Isabella Nevin Person 2: Oliver Hill

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Intro and image 1 interstellar Me: Ok, So... I’m gonna go through 14 images with you and they’re all from sci-fi films and you might know some of them and you might not but that’s kind of not what’s important... so even if you do know them just don’t think about that, just look at the image. Erm so basically what I wanna know about each of the images is how you feel about the image, what it means to you, how you think it relates to the future but im gonna ask you different questions for each image and some are old films some are new. So this is the first image and how does this make you feel? Person 1: Erm... I think it looks quite bleak... lots of bluey colours, low saturation, very bare. Person 2: It’s plain but it gives off a scary vibe. Me: Ok, if you had to pick three words each- emotions that you associate with that image what would you say? Person 1: I’m gonna go with bleak again, erm.... I’m gonna go with depressing and... hmm bare. Person 2: I’m gonna stick with plain... haunting and erm... simplistic. Me: What does that make you scared of for the future? Person 1: it looks like the opposite of fun and colour and happy things, erm it’s quite eerie, it gives an eerie vibe to the future. Person 2: the future is gonna be bad. Me: does it make you have any specific fears that you personally would be scared of? Person 1: Like a sandstorm. *everybody laughs* Me... That’s quite a good one! It’s quite apocalyptic Person 1: exactly...erm... Person 2: Emptiness. Me: It makes you feel empty? Person 2: Yeah... there’s not a lot going on Second image (12 monkeys) Me: Ok I’m gonna move on to the second image... so yeah what do you think of when you see this? Person 1: it looks quite futuristic but also not at the same time so like in modern technology everything’s sort of sleek, fancy and white but this is more modern technology but it looks more dated. It looks more industrial. Person 2: I agree it’s like... I guess it’s like things you haven’t seen before but it kinds looks the same... Me: Ok... does this make you think of anything in particular, any bad feelings, any bad emotions, anything you should be scared of... Person 1: I think it is scary because... in the movie that guy is like strapped down... that doesn’t look fun Person 2: Is he in prison? Person 1: I think so... is this 12 monkeys? Me: Yeah... does it make you think anything positive about the future? *Both at the same time* Person 1: Hell no Person 2: no

Person 2... It’s almost like... from not knowing the film... it’s like a robotic thing that’s taking over Me: Is that something that scares you? Person 2: YES. Robotics taking over... peoples jobs for example... that’s what scares me. Third image (avatar) Me: Ok so this is another one... try not to think about what the film is... what do you think about this? Like what’s going on here compared to the setting and the scenery in this third image? Person 2: I’m gonna say that it could maybe possible portray that technology and the future could ruin the environment? Me: do you think it’s important that it doesn’t ruin the environment? Do you think keeping our environment a positive thing is something we need to focus on? Person 2: to a certain degree...I mean there’s the health benefits of keeping the environment steady but you’re gonna have to sacrifice land and greenery for more advancements like buildings and stuff cos the population of the world is just increasing so... Person 1: so erm... like I said before there’s kind of a contrast of the space age airplane things with the sort of ruins in the background Me: so going back to the three word thing again, if you had to pick three words for this one in comparison to the first image cos obviously the colours are a lot different there’s different things happening... so what would you pick for this one? Person 1: I would say it’s more violent... its scarier... can’t think of a third one Person 2: uncertainty? Of the future... Person 1: sure, go with that Person 2: like you’ve got the uncertainty of technology advancing and what the future holds... like if there’s gonna be wars... the difference in weaponry and missiles and technology advancing could it destroy the world? It could portray that there’s not gonna be a great future ahead? Worrying I guess is another world... erm Image 4 (gattaca) Me: ok let’s move onto image 4 then... this one is different in appearance and doesn’t look as modern, I guess you could say... what do you think of when you see that? Person 1: It kind of reminds me of the holocaust... Me: Yeah I know what you mean... or a prison Person 1: Yeah Person 2: erm... it makes me think that we’re not in control Me: What do you think of the colours because obviously in some of the previous pics the colours are all blues and grey and then you talked about modern technology being sleeker and white and this is completely different it’s like muddy brown and it is warm colours but it’s not happy warm colours, but what do you associate with these colours? Do you think it’s worse than the blues or do you think it doesn’t really make a difference? Person 1: I think... I think the tone is good cos it’s quite... it’s like destitute. The colour makes it look more bare then it is... the blues have more of a depressing feeling... this has an empty feeling Person 2: I would say it shows that there used to be something there but now something’s happened and it’s gone and it’s all bare. Me: Do you think this image is as scary as maybe say the second image? Person 2: It has a different feel Person 1: Yeah I’d say it’s different. This oneis more like lonely... Person 2: Lifeless Person 1: yeah... it’s not like immediate danger its more like how you feel about a situation Me: Which do you think will have more of an impact on us as a generation...technology advancing or this feeling of loneliness and the impact of society? Person 1: I dunno probably before this year started I would’ve said technology but I mean I’ve lost faith in humanity... 122

*everyone laughs* Person 1: so i’d say society. Person 2: I would agree society. Image 5 (The Matrix) Me: Ok so what is your initial reaction to this photo...? Person 1: Grossed out Person 2: Mm. Me: do you find that scary? That technology could be that advanced? Person 1: Yeah... I can imagine people not minding technology like that when its being used on bad people or what society considers bad people but I think it would be scary that that technology would even exist because it could be used on anyone. Person 2: mm it makes you think with technology evolving and always improving and pretty much always being able to do what you want now because of technology... like is there a limit of technology? I dunno if that moves into human rights and privacy. Me: Do you see any positives to that kind of technology? Like any benefits? Or do you literally think its like the worst idea haha Person 1: I think it’s a bad idea Image 6 (divergent) Me: So obviously this... you wouldn’t know it’s in the future, it could be now... so does it scare you to think that things to do with violence are not actually changing? Like gun laws in America, advancements in technology with weaponry... is that a fear? Or do you put that to the back of your mind and you don’t really think about that side of things? Person 1: I think it’s a fear... like everything that’s going on... particularly with America at the moment... erm cos you don’t hear about it as much here so I can imagine it would be easier to put it to the back of your mind but erm some of the stuff like black lives matter... stuff like that is quite scary cos the videos actually look like something like that *points to image 6* Me: Ok gonna move on from that one... Image 7 (interstellar) Me: ok so seeing something like that that’s obviously very science based... like straight away you know that’s science fiction... how does an image like that compare to the other bleaker, browner images make you feel? Person 1: I prefer this one. Person 2: It makes me feel like there’s an opportunity for things.. Me: that’s interesting because even though he’s alone in that one you guys see the positive side in comparison to maybe another one where they weren’t alone. Person 2: It’s probably got a lot to do with colours hasn’t it? Person 1: Yeah Person 2: erm you can’t see like... there’s not an immediate danger, with the other ones you’re seeing that there’s loneliness and bleakness Person 1: Is that a door? Me: No its like part of the spaceship.. Person 2: It’s more the fact you know there is a home other than that... for him so it’s not like loneliness but it’s the opportunity of it could become something from him exploring... Me: So we’ve kind of talked about like colour quite a lot so do you think that’s really important in how something comes across? Say for example if this image (refers to image 4) was like pinks and a sunset it would give you different opinions of the future? Person 1: Yeah. Person 2: Yes. Me: So because this new image here is whites, cool tones- it’s kind of hopeful and relaxing and peaceful? 123

Person 1: Yeah Person 2: mm, it makes me intrigued I think Me: Ok Image 8 (the Martian) Me: Ok so what about something like this where it kind of looks like right now but the background here doesn’t so much look like right now? Does that change your opinions or do you still feel like that’s just kind of intriguing? Person 2:... erm.... intriguing I think? I dunno I’m kind of split between this one Person 1: yeaaahhh... I’d say intriguing too Me: what are you split between? Person 2: it’s intriguing but it’s also the fact that.... you get the sense that it’s just him, loneliness again... the front of the picture you’ve got the greens, the browns and at the back you’ve got plastic sheets and the sky... it’s like emptiness... like it’s just him in that small space... I think it shows that its very enclosed and there’s nothing around him Person 1: I would sort of say that it shows hope... Me: hope? Person 1: yeah cos it looks like he’s in a bare horrible environment like the other images but instead of the other ones where it was just plain he’s got things growing- plants growing Image 9 (Chappie) Me: ok haha what about this one? Obviously this one is completely different to all the other ones I’ve shown you and obviously is really humorous but you’ve talked about before your fear of robotics and how that could change things so does the fact this is happy sway your opinion or do you still feel in the back of your mind ‘erm this might not be a good idea’? Person 2: well um... it can be a good idea to a certain extent but erm yeah he’s giving him a fist bump but you can’t really see the emotion can you? On the robots face or anything and I think mentally for humans it’s important that there is still that interaction of emotion on the social side rather then... I dunno if in the future whether robots will have an emotional setting and have feelings but... I just don’t know haha Me: Ok Image 10 (Back to the future 2) Me: Ok so you’ve probably all seen at least one of the back to the future trilogy... so what about new technology and interesting products and things like that, do they make you scared for the future or interested? Person 1: i think they’re pretty cool Person 2: Yeah I’d say that its exciting! Person 1: yeah! Person 2: It’s like experiencing things you couldn’t do before Person 1: like the hover board wheel things... everyone loved them Me: Ok yeah that’s the last image so I’m gonna ask you a few last questions that aren’t related to the images. So we’ve talked about robotics and the way science can affect how societies think and loneliness and things like that. But aside from the science side of things, if you don’t mind me asking, what are your fears for the future? It could be anything from the near future to just the worlds future Person 1: I’m pretty worried about people’s views and how more increasingly people have been given a platform for views that are horrible... so like migrants and everything happening with that, I can’t see it getting better with the way things are going with trump and brexit and stuff like that so I’m worried for people who aren’t white men basically and people who don’t hold the same views as them so i think things are gonna get harder.

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them so i think things are gonna get harder Person 2: I think that history is almost repeating itself in a slightly different way erm I think I’m worried about that tension between countries and people will increase and increase that we’ll become more separated from each other and that it will be harder to communicate and trade with different countries and were forgetting what’s happened in the past and how bad it was and the extent that we went through so much to change it and we’re almost kind of stepping backwards again Me: stepping away from the society sides of things and going towards people’s health and wellbeing- is illness and health a worry when there’s so many things in the media constantly about things like cancer and diseases like the zika virus and we had Ebola like a year ago- things like that! Does that worry you? Person 1: I think you always think things like that are never gonna happen to you... but yeah Id say that’s a massive fear... like they’ve been working on it for how long and they haven’t found a cure... like there could be a cure out there and we don’t know about it Person 2: it does worry me with medical advancements and stuff say the life expectancy increasing, people... in terms of a population view... you could have more people being born than dying, it could cause problems for the number of resources we’ve got left but at the same time socially yeah if there was advancements that could cure things that would be great but in terms of it worrying me... erm I don’t think so Person 1: are you not worried about getting cancer?! Person 2: I dunno I feel like they will uncover a cure... something but... Me: Obviously you guys had seen a few of those films I showed images of before- like the matrix, avatar we’ve all seen those- when you watch films like that do they make you scared for the future or because they are fiction does it not bother you? Or do you find them positive? What are your feelings and reasoning’s when you watch science fiction? Person 1: I think like some science fiction films are so far removed from now that it’s quite difficult to comprehend that, but the ones that are sort of similar to now... so maybe like the first one *interstellar* where it’s like living after an apocalypse are more fearful or make me more fearful for the future. I dunno I think it’s always scary to have things out of your control and I think sci fi taps into that. Me: I’ve just got a couple of last questions that are to do with a magazine, so in the media we see articles like ‘we will lose such and such percentage of jobs to artificial intelligence’ does his worry you and do you take this as fact when you read it? Or do you think ‘well nobody really knows what’s going to happen?’ Person 2: I read as partially true... I dunno it depends on the job I think certain things technology should take over.... Me: Ok so what if I use this as an example, so you know how Amazon have said they can now do the thing with your phone where you pay with it to buy groceries and they wouldn’t need staff in supermarkets? What about stuff like that? Person 2: Oh no I disagree with that, I think that’s where technology has crossed a line, it’s just making it more convenient with us and disregarding the social side of stuff as well as people losing jobs as well Me: So given what you’ve said about all this and your fears and what the media says about it, do you think if in anyway at all a magazine that aims to show the positive sides rather than the negative sides is beneficial? Or would help create a balanced view of the future? Both: Yes definitely. Person 2: I think there are too many negative things about the future, too many newspapers portraying negative things that could happen Person 1: There’s a lot of scaremongering and I think there’s a very good gap in the market for news that’s actually something that people are going to feel happy after reading instead of dreading the future. Me: do you think it would be a good idea to fuse it with fashion? So that it’s still pop culture, still relevant, happy, artistic images but just portrayed in a slightly more informative way?

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Person 1: Yeah Person 2: yeah i guess with fashion it’s like... it’s a good way of bringing out the positives of it because you wouldn’t really... well I don’t really regard fashion as a negative thing whereas if you just said it without fashion... Person 1: I think people would be more inclined to read it if it’s about fashion because fashion is such a big thing and could like make people who only read fashion magazines interested about science and having a more rounded view of things Person 2: I agree. Me: That’s my last question so that is it... Thank you! Person 2: Thank you very much!

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Photo experiment result 2

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Kate Fenton Creative research interview. Me: I’ve got 10 images from different films. If you do know what films they are try not to think about that, the films aren’t what it’s really about. Kate: Ok Me: I’m just gonna ask you a few questions about each image and it’s just to do with what it makes you think of, what the colours show, if you like the image or not and if it makes you scared of anything and then I just have a couple of questions at the end that aren’t related to the images. So this first image obviously its quite blue and grey, what does that make you feel? Especially with the fact there’s not really a lot happening in the image. Image 1 (Interstellar) Kate: it makes me think something’s gonna happen. Er, it makes me feel a bit on edge those colours... Me: Why is that? What makes you feel on edge? Kate: I think it’s the grey and the blue and the clouds as well, it looks like it’s really windy or something and it looks like there’s a storm brewing and that’s bad Me: ok so do you think overall this is quite a negative image then? Kate: Yeah definitely. Image 2 (12 monkeys) Me: Ok, I’ll move on to the second image. What about this one? Obviously this is like greys again but this is different tones of grey and there’s different things happening Kate: That just looks scary like he’s gonna be killed any minute. Me: do you think it looks futuristic or do you think it looks... Kate: I think it looks a bit of both... whatever those are- the round things with the screens on they look quite futuristic but I think if it was futuristic Id imagine it to look light grey instead of dark colours like that, they remind me of rocks and underground rather than, if it was really futuristic i imagine light grey and loads of metal instead in woody kind of stuff and concrete. Me: Ok so you said it kind of makes you feel scared, why is it scary to you? Is it something to do with the future? Or something it reminds you of to do with society? Kate: erm... cos there’s loads of screens is he being watched? Cos that’s a bit creepy. It’s just a bit creepy and he’s all seat belted in with no shoes on and something’s just not quite right... Me: so you think if it was all silver and white it would be futuristic but not when it’s dark... Kate: it just looks like Egyptian times or something Image 3 (Avatar) Me: ok let’s move on then... image number three Kate: Very futuristic. Me: do you think? Kate: yeah Me: What makes you say that? Kate: I think the aeroplanes and also the rock formations, yeah just the planes and the mechanics of them. We don’t have any planes like that and any fighter things that look like that. Yeah so definitely futuristic. Me: Do you think that’s something that could definitely happen in the near future cos when I was talking about this image to Ollie he was saying that they look like they could be made soon and its scary cos its still all green in the background Kate: erm yeah that’s true... well drones have that hovering mechanism don’t they? So I don’t see why not... I wouldn’t say in the next ten years...it’ be like 40 years or something Kate: erm I think it’s a different kind of fear, with the first one you just thought of a storm and you’re familiar with that. But that’s like.... a war is happening and a fight so with that you feel like you wanna run away but the first one you wanna go indoors and stay indoors.

128 Image 4 (Gattaca) Me: Ok, obviously this one...the colour palettes and the overall look of it looks completely different to the other three and it’s very warm colours compared to the previous greys and blues... what does this image make you feel in comparison to the others? Kate: odd... yeah, just looking at those mirror things what are they? Me: I think it’s supposed to be solar panels Kate: I’d expect it to look light if they were solar panels... i wouldn’t expect it to look like this Me: What does this image make you feel? Kate: It doesn’t make me feel anything. It’s weird. Image 5 (The Matrix) Me: Ok so this image is quite different, you can see something happening like an action sequence. You can also see its different to what’s happening now and people now, so how does that make you feel. KATE: quite scared but at the same time it’s not possible for us. Like I don’t think that’s possible ever. It seems like those two people have done something to him to make him look like that but that’s not possible. It doesn’t make me feel scared. Me: so basically if it’s something realistic it’s scary but if it’s something fantastical it’s too far too comprehend? Kate: Yeah, yeah, yeah. If there was like blood and it looked surgical, cos the colours don’t say surgical to me... if it was to scare me id expect blood and a surgical environment but it doesn’t look like that at all and doesn’t scare me. Me: what about the chances of using technology for bad? Do you think that it’s something that could happen and how does it make you feel? Kate: I think that’s really scary... well they use robots now for surgeries dont they I suppose... but you’d have to be pretty weird to do something like that... I don’t think anyone would do that now... Image 6 (Divergent) Me: Ok, this image looks to me, like it could be right now and reminds me of military and current protests in the US... so with all the political stuff happening now like the black lives matter protests and the Donald trump election protests, how does this make you feel? Kate: it’s something that could happen because... Donald trump’s a bit nasty? *laughs* so you could image him setting things up like this...but it doesn’t look like its in this country so it doesn’t scare me much *laughs* even though it’d be happening in the world , like if i recognised it in this country i think it’d be scary. Image 7 (Interstellar) Me: so moving on to the next one... Obviously this image isn’t overtly negative, its just AN image but the colours are different and its very clear its in space. So in comparison to images 1 and 2 how does it make you feel? And what does it make you think of? Kate: erm... it s really futuristic to me... it doesn’t make me feel scared. It makes me think we could go to space soon which is pretty cool... Me: what about the colours? How do they compare? Kate: a bit odd... that that could be happening and it looks like this... a bit surreal Me: What would you say the overall feeling towards this image is? Kate: I’m not saddened by it... so probably positive cos that could happen soon Me: Why do you think its positive that could happen soon though? Kate: new technologies and stuff... Its good they found the technology to get there and to go to another planet would be a massive thing...

Image 8 (The Martian) Me: Ok. So this image, it’s kind of a contrast. The colours and image down here are really natural and its earthy but then at the back its quite futuristic and industrial but then you’ve got a person between it all. Even the lighting is different in different parts of the image so what do you think of this? Kate: hmmm... I like this one. I like how clean it is because you’ve got imagery that’s natural and then you’ve got the lighting and its not get any sepia effect, its just clean and light... its bright. But then the stuff he’s growing, it looks a bit artificial- that’s not healthy so maybe its not good. Like, I wouldn’t want that on my plate if it’s being artificially grown cos that’s not like open space- it’s all closed off. Me: is that something that worries you? You know when you hear about chemicals on farms... Kate: Yeah. Yeah definitely. That’s gross isn’t it? Me: So you would say health is quite a worrying aspect of the future? Kate: Yeah cos... I know everyone at the moment is like ‘ooo organic food’ and stuff but i can imagine it going the opposite for it to be easier... I can imagine far in the future we won’t have farmers and it’ll be like robots doing stuff and it won’t be grown like this and it’ll be scary. Image 9 (Chappie) Me: well leading on from that, the next picture is actually a robot. You’ve already mentioned robots so I’m just interested to see what you think about them being introduced into human society Kate: that’s weird...that’s odd. I can’t imagine it. I don’t like it cos its not human- it’s not got feelings and you can’t pick up facial expressions and body language like you can humans. I know it’s got technology where you can simulate it but its just not the same. You know when you look into proper eyes and stuff... maybe if it was happy robots but he looks a bit nasty... just the industrial looks and the symbols on... if it was white and round.... bit like big hero 6 cos he’s happy and nice and that’s what you imagine a nice robot to look like...that one doesn’t Me: Ok... I don’t know if you’ve seen but there’s a lot of articles about robots right now in mainstream media, like the stuff to do with Amazon where they’re saying they don’t need staff and they’re gonna open a store with no staff and just a robotic computer payment system, and then there’s the stuff like ‘we will lose 15% of jobs to artificial intelligence’ so how does that make you feel? Do you think it’s just scaremongering tactics or do you think yeah that’s something that’s really bad and worrying? Kate: I think nowadays people are trying to make life easier, and it seems all these companies are trying to make an easier way of life like with this shop... when I used to work at co-op... You know with self service- its always nice to interact with a person instead of using self service all the time so to imagine... like old people could probably go their whole day without talking to anybody so i dunno you’ve got to have human interaction i think instead of robots. Me: what about the side of it that’s like ‘we can use for surgery and we can use them for smart textiles’ Kate: that’s totally fine *laughs* Me: do you think the media explains that side as well as the negative side Kate: No. No I don’t at all. Like I said they seem to always talk about the aspects of robots that make everyday life easier not about important things like surgery ... like surgery- that’s amazing and could save so many lives... but using them for everyday life like a shop... what’s the point? I don’t get it. Image 10 (Back to the future 2) Me: ok, last image. Obviously this one is quite humorous and the styling is quite different and looks different now. Does the new technology and new styling aspect of the future excite you or are you just indifferent because you see the worrying stuff too? Kate: i wouldn’t say it worries me, it’s cool. It’s like yeah that’s cool new stuff. 129

Separate questions Me: Yeah, ok. That’s the end of the questions about the pictures and then I’m just gonna ask you a couple of questions relating to some of the things you’ve said. So we talked about the health aspect, the food being slightly worrying- toxic ingredients and chemicals etc. So going to health and well being, is illness something that’s a worry for the future in your mind? Kate: erm... they’re getting better with finding cures and stuff... I’m confident it’ll get better. The statistics make you worry but... the media do good and bad stories don’t they so to me its quite balanced. I think there’s a slightly worry but not too much. Me: ok so, some of the images we looked at were from really famous movies like back to the future 2, avatar, the Martian and interstellar so keeping that in mind. If you do watch science fiction, do those types of films make you worried about the future? Or do they make you excited or what are you reasoning’s for watching them? Kate: I watched interstellar but that the only sci-fi I’ve really watched, and that did scare me. Cos i think that could happen and they make it so realistic as well. I don’t watch many, gravity I’ve watched but they don’t interest me that much... not my first interest. But when you do watch you get sucked in and you’re like ‘oh my god’. But I don’t really think that far into the future that much usually... cos i think there’s a sense of it won’t happen. Me: mm,ok. I’ve just got a couple of last questions about media and publications. Earlier you said the media show happy and negative stories, erm, but do you think in anyway a magazine that shows the benefits of the future of science in fashion is beneficial? Kate: when you think of the future I don’t think of fashion but I do think of space and stuff. But definitely having the positive sides of how it could change the future for the better could be useful I think. Me: ok that’s the last question so thank you very much! Kate: yay, thank you.

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Photo experiment result 3 Katie Price interview Image 1 (Interstellar) Me: So basically, I’m going to go through ten images all from different films. Try not to think too much about the actual film itself because it’s not really what it’s about , so I’m just gonna ask what the image means to you, what you associate with it and erm then ask a couple of questions that are more about you and then some about media and publications, ok? Ok so this first image, obviously, the colour palette is one tone, all blues and greys so how does that make you feel? And what does it make you think of? Katie: It’s a quite a depressing take on it I feel like itd be an image from a horror or a thriller… but then I do quite like the setting as well with the crops at the front so that obviously brings colour into it. Its sort of like haunting at the same time too Me: Ok what makes it seem haunting to you? Katie: the use of the colour blue- its sort of very erm…there’s not much warmth obviously, it sort of suggests a bad vibe. There’s not much sun involved, there’s not much light. Image 2 (12 monkeys) Me: Ok so moving onto image number 2, there’s not much colour in it and its all greys and browns and you can see something happening so what do you think of with this? Is it negative or positive? What do you think of the colours? Katie: Negative… erm I don’t know it’s something again id put in a film that’s sort of a horror… probably with how the man is strapped into something so it’s like not a very positive atmosphere and the colours don’t do much… they don’t take away from what’s happening. They could be quite pleasant too cos it’s not as though they are dark, you can see lighting. Me: Does it make you think of anything? Katie: It’s like a prison cell maybe, I don’t know it’s like slate or… I guess it is quite cold… Me: Ok, so this image, it might surprise you but out of all the films it’s probably one of the most futuristic. It’s called twelve monkeys, so does this surprise you? Kate: Yeah cos there’s not much… like I would associate that now… so I don’t think there’s much development. I was watching a film the other night with dad, passengers that just came out. We were saying how it’s not very scientific and it’s the kind of thing we’ve seen before, so its like what is the next step? So, I feel like what is so different to that (image) that we’re seeing now? Image 3 (Avatar) Me: Yeah… So, with this image obviously, you’ve got a bit of a contrast. You’ve got the futuristic technology at the front and you’ve got the green in the back…the colours are different to the first two, it’s a lot brighter. Do you think this one is positive or negative? And what does it remind you of? Katie: its more positive…. I think with the colour it adds another dimension as such… erm it’s a lot clearer as well… I don’t know what it reminds me of… I don’t know cos it’s sort of set in the jungle so it adds a sense of exploration Me: Do you think that’s a positive thing? The fact there’s so much nature makes you feel almost like it’s something you know? Katie: yeah, yeah, its quite nice cos although the first image you showed was set in nature with the farming background erm the colours weren’t nice and appealing whereas this is a lot of light and it’s a lot more appealing with the green and different shadows and things. 131

Image 4 (Gattaca) Me: So, number 4, this one is much different in colour to the first 3. Its warmer tones but it’s not happy warm tones like yellows, pinks, oranges, and you can’t really tell what’s happening in this picture… what does this make you think of? Katie: It sorts of looks like it’s up in the air… if you sort of look down- these- they sort of look like solar panels but then they give that idea you’re looking down from the sky…its quite unclear…it doesn’t really make me feel anything. Its pleasant enough to look at but it doesn’t give me any joy but then again it doesn’t make me feel sad or… its quite monotone Image 5 (The Matrix) Me: Number 5… obviously, this is more of an action scene, you can tell something is happening, the fact that he’s got no mouth and there’s a little bit of technology here… how does this image make you feel do you think it’s something that could happen in the future? Katie: I think it’s quite exaggerated, the mouth thing- it looks just blurred badly. So, it doesn’t make me think of anything that’s going to happen in the future, it’s scary to see that the technological advances could be used on a human being, looks a bit unrealistic though. Me: Is technology in the future something you worry about then? Katie: Yeah definitely. They’re good in one way but I feel like the human body isn’t being used for what it’s made for anymore and things like jobs and in society, I feel like robots and developments are over taking us and I don’t think that’s a good thing because we’ll just get lazier I feel. Image 6 (Divergent) Me: Image 6… Ok, this image looks to me, like it could be right now and reminds me of military and current protests in the US... so with all the political stuff happening now like the black lives matter protests and the Donald trump election protests, how does this make you feel? Katie: Yeah this is brought up a lot in movies I’ve seen, these armies and things and yeah it does worry me cos obviously like you said it is something that can happen and its realistic and there are gadgets coming and I don’t think we understand what the problems could be if they’re used in the wrong way… So, I just think this underlines that if we carry on, what will happen? Image 7 (Interstellar) Me: So, moving on to the next one... Obviously, this image isn’t overtly negative, it’s just AN image but the colours are different and it’s very clear it’s in space. So, in comparison to images 1 and 2 how does it make you feel? And what does it make you think of? Katie: The image looks very isolating. It doesn’t make me think of the future… it just makes me think astronauts. It does look lonely, but to have the experience of going to another planet then its exciting. But the actual image doesn’t look pleasant or pleasing. Image 8 (The Martian) Me: Ok. So, this image, it’s kind of a contrast. The colours and image down here are natural and its earthy but then at the back its quite futuristic and industrial but then you’ve got a person between it all. Even the lighting is different in various parts of the image so what do you think of this? Katie: It makes me think there could be life on another planet and with technological advances this is making it more accessible to people so they can explore these ideas. But something I don’t know much about and something in general I think people don’t know much about but it does give me excitement, it would be nice to venture out and go to other worlds. Image 9 (Chappie) Me: so, number 9. Ok so I don’t know if you’ve seen in the media recently, there’s a lot of articles about drones being used for delivery and robots and automation taking over the job and amazon- they don’t need staff for their new amazon go thing. With all you see in the media relating to that, how does an image like this with a robot make you feel? Katie: I think with amazon go, it’s clever but realistically it is scary and I’m like do we actually need it? To me personally I don’t like the advancements and I find it quite scary. To me, something like this image puts it into perspective that we’re at a stage where it is happening and there will be a time where this kind of thing is happening but I don’t think I want to associate myself with it. But I don’t think we’re there yet.

Image 10 (Back to the future 2) Me: ok, last image. Obviously, this one is quite humorous and the styling is quite different and looks different now. Does the modern technology and new styling aspect of the future excite you or are you just indifferent because you see the worrying stuff too? Katie: well you know where there was that thing with the hoverboards, that was quite cool and I could see younger consumers being really interested in them but not so much me…I’d be interested to see what the different gadgets you could have and I think it would be interesting to see them all in like a publication or something but I don’t think there would be a way that it would get me to buy it. It wold be interesting to see it, but like something in an exhibition or something but not buy. Seperate questions Me: Yeah, ok. That’s the end of the questions about the pictures and then I’m just gonna ask you a couple of questions relating to some of the things you’ve said. So, if you don’t mind me asking, what are your personal fears for the future and why? Katie: so, advances in technology- that is quite scary to me. Job wise and say what will happen with weapons. Like nuclear war… I don’t think we understand the implications. I do worry about this. Me: Do you think things in the media accentuate fears and make you more scared for the future or make you more positive? Katie: I think there’s quite a positive look around them. Me: ok so, some of the images we looked at were from famous movies like back to the future 2, avatar, the Martian and interstellar so keeping that in mind. If you do watch science fiction, do those types of films make you worried about the future? Or do they make you excited or what are your reasoning’s for watching them Katie: I don’t watch sci-fi much, it just doesn’t appeal to me… I like it to the extent where I’ve seen day after tomorrow and things like that really excite me and I’m like ‘ooo what’s the future going to be’ but to the extent I can still relate to it and it’s not too futuristic. Me: so, if it was more relatable and more understandable you’d prefer it? Katie: Yeah like to me, avatar was ridiculous…its more for the younger audience, it’s exciting and things for them but for me I like realistic films. Me: Ok so if someone created a magazine that was to show young people the future of science and tech but only the positives and how it could help them, do you think that would be a good idea? Katie: Yeah, I think so but for me personally I wouldn’t be interested because I’m not that interested in science. Me: that leads on to my next question, if it was done in the style of a fashion magazine- so it had interesting styling and references to pop culture, would you be more inclined to pick it up? Katie: yeah definitely. For me personally, as I do a creative course, I would much rather pick up something fashion-y so that would appeal to me a lot more. Me: Ok that’s it so thank you!

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Photo experiment result 4 Bea Russell Interview Me: Basically, I’m going to show you ten images from all different sci fi films, you may have seen the films you might not have but that’s not what it’s really about and it’s just to ask you a bit about how each picture makes you feel and then at the end I’m going to ask you some separate questions that aren’t related to the images. Image 1 (Interstellar) Ok so image number 1, obviously, the colours are really cool toned- blues, greens, greys. And even though it’s a science fiction film it doesn’t necessarily look like science fiction. How does it make you feel and what does it make you think of? Bea: Erm it makes me think that the future looks bleak… the colours look like something bad’s going to happen because there’s no like warmth to it… also it doesn’t look like science fiction but I think that’s the way it’s going to look anyway because we’re going to drain all the worlds resources so to me it looks like the worlds dying. Me: would you say this is a negative image then? Does it look scary to you? Bea: I’d say its negative but not scary. It’s very sad, just doom and gloom. Image 2 (12 Monkeys) Me: ok onto second image, this ones quite different I would say. It’s more of a ‘scene’ and you can see things are happening, so in contrast to the first one… would you say this is negative as well? Or do you think something else? Bea: it’s obviously scarier than the first one because of the person tied up… It looks clinical but dirty clinical like something gross is going to happen. Me: Why is it scary that he’s tied up? Bea: Because you wouldn’t be tied up unless something bads gonna happen *laughs* and the fact he’s looking at screens and there’s no human there… it’s very… lonely but empty almost Me: Do you think being alone is scary then and human community is a positive thing? Bea: 100%. I don’t think humans can survive without contact with other humans. Image 3 (Avatar) Me: Ok, next image. Ok, with this image it’s still cool toned but it’s quite different- it has the bright green natural environment in the background but then has like the juxtaposition of the technology so what do you associate with this? Bea: War… Power… Money and probably what America’s gonna be in a few years with trump in charge… It looks like something that could happen, it looks like drones and obviously, drones are so big right now, they’re using them to carry parcels and stuff… like why wouldn’t drones then carry weapons… this image still looks cold sad and looks like something very bad is happening Image 4 (Gattaca) Me: ok, next image then. This is different again, obviously, it looks nothing like the rest- the colours or what’s happening in it…. What does this make you think of? Bea: it looks lonely again. It’s quite like the second one as in its quite clinical with the structure built but the tones make it look dirty… I don’t really know what else to say about it- it just looks empty! Image 5 (The Matrix) Me: This one… obviously, you can see there’s something happening that can’t really happen in our world now… but this use of technology is that something you can see happening in the future? Bea: I think all technologies bad… even now- phones are recording everything you say, so it wouldn’t surprise me if they build these little things to then monitor us even more… what’s to say they’re not gonna build stuff to control us and monitor us from within? Me: yeah… is that something that worries you, the lack of privacy being monitored thing? Bea: Yeah, I hate it, I hate it! I want to live on an island… 135

Image 6 (Divergent) Me: ok, image 6 to me looks like now and… Bea: it looks like London, it looks grey… Me: Yeah! I was just gonna say do you think this could be something that happens now or do you think ‘this isn’t something that worries me’? Bea: oh, yeah definitely! Yeah, that literally looks like it could be on the streets of London cos it’s all grey and concrete…grey sky… Me: Is this something that worries you? Riots and things like the ‘black lives matter’ protests and the KKK protests… Bea: Yeah but I also think as a population we’re too lazy and we always wait for someone else to do it first so I don’t think massive uproar would happen over here… Like people don’t care enough they just want to carry on with their lives… so even though this could happen. I don’t think it would. Image 7 (interstellar) Me: Ok… This image is obviously really sci fi and its clear it’s on a different planet… how does this make you feel if we compare this image to image Bea: Its similar again… it’s just empty and lonely, if that’s what the world ended up like I’d be worried because I like opening the window and seeing the green grass and the trees and if we end up destroying the planet to where it’s not there I’d be sad. Image 8 (The Martian) Me: Ok… you just mentioned how you like the green and nature so in this image you’ve got that natural bit at the bottom but in the back, you’ve got the more industrial look… so does this become more positive or does it still have the same connotations as the last one? Bea: Yeah because there’s obviously some hope that he could get it back but that shows to me that the worlds gone too far that they’re having to do it like this or something has happened to us as a species to get to that point- like we shouldn’t need to do it like that… so even though its bad because something has lead up to that it’s still positive because its hopeful Image 9 (Chappie) Me: Ok so I don’t know if you’ve seen in the media recently, there’s a lot of articles about drones being used for delivery and robots and automation taking over the job and amazon- they don’t need staff for their new amazon go thing. With all you see in the media relating to that, how does an image like this with a robot make you feel? Bea: I find it worrying because most films with robots they always turn out bad and turn against humans *laughs* and it wouldn’t surprise if that happened. My dad works with robots within his work place and I think that ok they’re good to do things human would have errors with but I don’t think they could ever replace humans and I think that’s worrying because people are trying to replace humans… why are you trying to do that? Is there any need? If we were doing it right in the first place… and again all of these resources- robots are made of things we’re running out of so why would we prioritise building things to do what we do when we can just use this as slight help. Image 10 (Back to the future 2) Me: Yeah… ok. So, this is the last image. I’d say this one is quite humorous and less serious, looking at the hoverboards at the bottom does stuff like this excited and make you excited for the future? Bea: I am gadget lover so I don’t think if it makes life easier or if it was hoverboard and a gimmick… things where it’s to make life a bit more fun or a bit easier than fair enough I think that’s good because you’re not threatening how we exist then… you’re just adding to it. Separate questions Me: Ok so I’m just gonna ask you a few separate questions now… You mentioned a few environmental things like the lack of green or how we’re running out of resources would you say that’s one of your biggest fears? Bea: Yeah, I think about it all the time… like literally all the time! *laughs* Cos I think food as well… our foods not natural! I’ve always said every disease that’s on the planet there’s a cure from within the planet and everything we make… like cancers proven to have natural remedies like there’s natural remedies for everything!

Me: Moving on from bad things to publications… Do you think that a magazine that aims at showing young people our age the benefits of all this stuff and how it would help would be beneficial? Bea: Definitely! I think everything in the media is all aimed at our parents as though we don’t have anything to say or do about it but we are the future of the planet so if we want to stop it or do anything we need to know all the stuff now so that the kids at school are being trained to go into this sort of thing, I just think definitely millennials. if you could show them ‘this is a new way of doing such and such’… Me: yeah so if I was to say, ‘robots might take such and such percentage of jobs but they also allow better service in companies and we can use technology in 3d printing for prosthetic limbs and surgery’ do you think that would help to create a more balanced view? Bea: Yeah, I think you need to show people the positives and the negatives rather than just focusing on one. I think it would be good to have it all in one place too because all you see is stuff on social media or unreliable newspapers and 9 times out of 10 it’s not true. Me: do you think it would be interesting to create something like this in the form of a fashion magazine so it’s still accessible and has aspects of pop culture and isn’t so overly heavy on the science side? Bea: yeah definitely because I think everyone is so fashion based and cares about how they look and I think if it was purely science people would be turned off because they’d think it was nerdy or whatever. I think if you did it fashion and you talked about how it will affect the fashion industry and then go into more of it when you’ve got a base I think that would work 100% Me: Ok well that was the last question so thank you!

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Photo experiment result 5 Danni Wood email interview. Image 1 (Interstellar) how does this make you feel? if you had to pick three words each- emotions that you associate with that image what would you say? Free = the use of open space, blue skies and nature that fills the edge of the image makes me feel like I am part of the image where there’s a lack of noise and surrounding people. This reminds me of an empty space where I can review my thoughts. Anxious = this image also makes me feel anxious as the house looks mysterious and dull. It makes me feel like someone is hiding or up to no good, it looks deserted. This is also because the plants in the foreground reach the half way point of the image, this makes me feel like I should be hiding from what is going on in the distance. Cold = this image also makes me feel cold, the gradual blue tones growing from lighter to darker suggests the evening is coming and the temperature is dropping. The open space highlights a lack of warmth and safety, it makes me feel like something sudden is going to happen. Image 2 (12 Monkeys) what do you think of when you see this? does this make you think of anything in particular, any bad feelings, any bad emotions, anything you should be scared of? does it make you think anything positive about the future? This image makes me feel scared and trapped. It introduces a sense of loneliness and lack of control. The use of light underneath the male figure and the neutral tones also makes me feel a sense of torture, there’s no emotion or colour! I see no future connection with this image. Image 3 (Avatar) what do you think about this? In comparison to what’s going on here compared to the setting and the scenery in this third image? This image exhibits a rush of excitement and energy! The placement and effects used for the subject matter creates an illusion of movement against the stationary background. It paints a picture of an action scene where a lot of fighting or revenge is taking place. Reminds me of a war zone or war planes that are shooting from above. Image 4 (Gattaca) this one is different in appearance and doesn’t look as modern... what do you think of when you see that? What do you think of the colours? this is completely different, it is warm colours but it’s not happy warm colours, but what do you associate with these colours? Do you think it’s worse than the blues or do you think it doesn’t really make a difference? The use of colours in this image reminds of a historical image where the use of high quality colour was not yet invented. The use of brown tones remind me of an old film camera. It creates a dull effect. I think it is worse than the blues as it is completely neutral, it is hard to distinguish the subject matter in the image, it makes me want to skip past it. Image 5 (The Matrix) what is your initial reaction to this photo? Do you see any positives to that kind of technology? I don’t see a positive to this kind of technology as it seems like it is taking place against the man’s will, it makes me feel scared and uncomfortable. Image 6 (Divergent) With this image, it looks quite modern and could be now... so does it scare you to think that things to do with violence are not actually changing? Like gun laws in America, advancements in technology with weaponry... is that a fear? Or do you put that to the back of your mind and you don’t really think about that side of things? 138

When I look at this image, that thought doesn’t come to mind. My initial reaction was wanting to find out what they were heading towards and going to fight for, rather than paying attention to the weapons and individuals themselves. Image 7 (Interstellar) With an image that very obviously, science fiction, how does an image like that compare to the other bleaker, browner images and how does it make you feel? This image is more interesting, it has a more modern feel and the use of textures and surrounding elements excite me. The browner images bore me they lack interest and engagement. This image suggests a sense of emotion where there’s an interesting story to connect with. Image 8 (The Martian) How does an image like this where there’s a strong juxtaposition of the earthy natural bottom part and the industrial science feel in the top half make you feel? And what does it make you think of? Do you think the image looks hopeful or lonely? This makes me feel confused, I can’t work out if the earthy natural content is fresh and raw as the industrial surroundings makes me think of a fake reality. It looks like a showroom, where the content is only set up to make the audience think the content is natural and earthy, when it is fake. Image 9 (Chappie) You may have heard things in the media recently relating to artificial intelligence like amazon using it to create a store without staff and job loss predictions relating to it? Do you believe this? Do you think artificial intelligence is a positive thing or a negative thing? Do this image in particular relate to your preconceived notions about robots and what you know? I think it is a positive thing, it shows that technology is moving forward and keeping up with the times. I don’t believe it has a negative effect on jobs as there are plenty of jobs behind the scenes which help to move this kind of technology forward. Not only this, but if tech didn’t progress than the world and people wouldn’t progress with it. This image paints a correct image of my perceptions of a robot. I don’t know that much but the structure and visuals depict my associations of what a robot should look like. Image 10 (Back to the future 2) When looking at this image which obviously has a slightly more humorous tone, does it make you excited for modern technology to come? Is there any new technology in particular you can think of that you are excited for? No, this image doesn’t make me excited for new tech, in fact when I look at this image I don’t relate it to tech at all. Separate questions what are your fears for the future? (both personal and in general) why are they your fears and is there things in the media that accentuates them? I fear that the world will become over technical where people wont be able to feel real emotions and feelings as tech will take over. People won’t be able to experience the nature of the world and its natural properties. Some of the images we looked at were from really famous movies like back to the future 2, avatar, the Martian and interstellar so keeping that in mind, If you do watch science fiction, do those types of films make you worried about the future? Or do they make you excited or what are you reasoning’s for watching them if you do? When watching these types of films, especially avatar is doesn’t make me excited for the future as they don’t represent reality, again it reminds me of a fake reality, set up for the audience. I tend to watch them for the thrill to follow the interesting story lines rather than focusing too much on the subject matter being used Do you think the media does an overall good job on articles about the future? I.e Do you think they report on enough factual information? Does it make you excited or scared?

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No, I feel the media lacks in this area. I tend not too see many articles about the future of tech, I am unaware of any factual information for news platforms, which makes me think not enough stories are being presented. It makes me feel scared as I lack awareness in this subject, meaning the future is unexpected Do you think a magazine that aimed to show the positive things that will happen in the future instead of the negative would be beneficial? Yes, this is a great idea! It would allow me to understand what my future consistent of providing me with a sense of safety and almost prepares me for what is to come. Do you think it would be interesting if said magazine was created in a fashion style i.e photography and styling pieces and pop culture but also with some informative articles Yes, this would make the read much better as there would be engaging visuals to follow, with getting bored over too much text. The use of photography and visuals also creates a more modern and informal feel, making me want to read it even more!

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Photo experiment result 6 Jemma Heathfield interview Image 1 (Interstellar) How does this make you feel? if you had to pick three words each- emotions that you associate with that image what would you say? The deep blue tones create an unsettling atmosphere. The house appears isolated, surrounded by crop fields which signifies loneliness and isolation. Three words: lonely, blue and unnerving. Image 2 (12 Monkeys) What do you think of when you see this? does this make you think of anything in particular, any bad feelings, any bad emotions, anything you should be scared of? does it make you think anything positive about the future? The man strapped to the chair, which is raised above the ground, faced with a menacing-looking machine positioned in line with his head creates anticipation, with the expectation that something negative is about to happen. The dark, dingy and stone coloured walls are depressing and pessimistic. No, it shows technology and robotic machines used in a controlling and dominant role. Image 3 (Avatar) What do you think about this? In comparison to what’s going on here compared to the setting and the scenery in this third image? The movement captured in the image along with the fire and firing sparks create a sense of battle. Whilst different to the third image in terms of colour and components, I feel the image is still intimidating and would fear for the future if this was what it would end up being like. Image 4 (Gattaca) This one is different in appearance and doesn’t look as modern... what do you think of when you see that? What do you think of the colours? This is completely different, it is warm colours but it’s not happy warm colours, but what do you associate with these colours? Do you think it’s worse than the blues or do you think it doesn’t really make a difference? I find heavy use of sepia and brown tones like this equally as menacing; to me it shows a world where humanity and technology has killed off the environment. The lack of green and blue – commonly associated with life, trees and health etc. presents a dull, boring world. Image 5 (The Matrix) What is your initial reaction to this photo? Do you see any positives to that kind of technology? No. My initial reaction is technology shown as a controlling and something that has become too powerful. The fact the man is being held down clearly forced and against his own will is unsettling to see. Image 6 (Divergent) With this image, it looks quite modern and could be now... so does it scare you to think that things to do with violence are not actually changing? Like gun laws in America, advancements in technology with weaponry... is that a fear? Or do you put that to the back of your mind and you don’t really think about that side of things? The power different countries have in terms of their weapons – especially nuclear – is terrifying to think about. However, I feel in many films these days which shows mass wars and battles, the viewer cannot truly connect with how awful it must be to go through something like that. Without experiencing things first hand or having some sort of first hand knowledge, I feel as a race we really struggle with empathy and relating to certain things. Image 7 (Interstellar) With an image that very obviously science fiction, how does an image like that compare to the other bleaker, browner images and how does it make you feel? Due to the suit and connotations you have with space – wonder, exploring and hope – this image has significantly less negative connotations. However, I would argue the image is still quite bleak, although less so than the others given the element of discovery and the unknown. 142

Image 8 (The Martian) How does an image like this where there’s a strong juxtaposition of the earthy natural bottom part and the industrial science feel in the top half make you feel? And what does it make you think of? Do you think the image looks hopeful or lonely? Whilst seeing green, natural and earthy colours, the location of a clinical and scientific lab juxtaposes this greatly. To me, it shows a possible future if we keep destroying our planet, meaning everything we eat and do will become artificial, which I think is very sad. Image 9 (Chappie) You may have heard things in the media recently relating to artificial intelligence like amazon using it to create a store without staff and job loss predictions relating to it? Do you believe this? Do you think artificial intelligence is a positive thing or a negative thing? Do this image in particular relate to your preconceived notions about robots and what you know? There’s no denying the advances in technology are incredible, but I hate seeing it take over a proper craft, especially something that humans have done for so long. Whilst I think it clever, I must question the point in robots and these advancements. Why does something a robot can do make it better? Image 10 (Back to the future 2) When looking at this image, which obviously has a slightly more humorous tone, does it make you excited for new technology to come? Is there any new technology in particular you can think of that you are excited for? Yes. Hover boards can be seen as a fun, exciting and cool use in the advancements of technology. There’s nothing I can think of that really excites me in terms of new technology, as long as there’s a purpose I don’t find myself too bothered by it. Separate questions What are your fears for the future? (Both personal and in general) why are they your fears and is there things in the media that accentuates them? Gender differences in terms of pay – there’s no way I could sit happily next to a male who I know it earning more than me to do exactly the same job role. There’s so much in the media in terms of women’s right, equality and gender at the moment it can get a bit overwhelming with everyone being able to express themselves so easily on social media. Some of the images we looked at were from really famous movies like back to the future 2, avatar, the Martian and interstellar so keeping that in mind, If you do watch science fiction, do those types of films make you worried about the future? Or do they make you excited or what are you reasoning’s for watching them if you do? I’ve seen Avatar but don’t tend to watch much sci-fi, for me it’s all too similar. They don’t make me think about the future, I only ever view them in the sense of the film. Do you think the media does an overall good job on articles about the future? I.e Do you think they report on enough factual information? Does it make you excited or scared? Everything is doom and gloom in the media discussing the future. Whenever someone tries to shed a glimmer of light someone always knocks it down. Do you think a magazine that aimed to show the positive things that will happen in the future instead of the negative would be beneficial? Yes, it would be good to hear and see positive things and how it will help the future, not hinder and ruin the world! Do you think it would be interesting if said magazine was created in a fashion style i.e photography and styling pieces and pop culture but also with some informative articles I think informative articles would be key as you don’t want to tip toe around the subject. But yes, some fashion, style and photography would give it a less serious tone which I think a topic like that needs.

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Photo experiment result 7 Beth Plummer Interview Image 1 (Interstellar) How does this make you feel? if you had to pick three words each- emotions that you associate with that image what would you say? This Image makes me feel miiserable, Nervous, Scared Image 2 (12 Monkeys) What do you think of when you see this? does this make you think of anything in particular, any bad feelings, any bad emotions, anything you should be scared of? does it make you think anything positive about the future? This picture gives me the feeling of being trapped, I don’t see anything positive in this image. Image 3 (Avatar) What do you think about this? In comparison to what’s going on here compared to the setting and the scenery in this third image? This image makes me sad, the scenery is pretty but the actions are ugly. It’s hard to see the positve with what’s going on. Image 4 (Gattaca) This one is different in appearance and doesn’t look as modern... what do you think of when you see that? What do you think of the colours? This is completely different, it is warm colours but it’s not happy warm colours, but what do you associate with these colours? Do you think it’s worse than the blues or do you think it doesn’t really make a difference? In a way it makes me happy because it reminds me of old films which I like to watch but also sad because I feel like these are the colours you use for a sad ‘goodbye’ scene. Image 5 (The Matrix) What is your initial reaction to this photo? Do you see any positives to that kind of technology? In some respects this kind of technology would work on Criminals... but it’s not exactly positive because it would give every day people the idea of using this for blackmail etc I could see it being used for the wrong reasons. Image 6 (Divergent) With this image, it looks quite modern and could be now... so does it scare you to think that things to do with violence are not actually changing? Like gun laws in America, advancements in technology with weaponry... is that a fear? Or do you put that to the back of your mind and you don’t really think about that side of things? This image horrified me. I think it’s so hard to ignore violence across the world, and we shouldn’t. I don’t think weaponry should be constantly advanced. It’s a big worry of mine, it reminds me of Trump and what could happen in America currently. Image 7 (Interstellar) With an image that very obviously science fiction, how does an image like that compare to the other bleaker, browner images and how does it make you feel? This image is interesting, and is the kind of science I agree with. It makes me feel amazed that people actually go out into the Universe. The sense of exploration in this is what I assosciate with positive scientific advancements. 144

Image 8 (The Martian) How does an image like this where there’s a strong juxtaposition of the earthy natural bottom part and the industrial science feel in the top half make you feel? And what does it make you think of? Do you think the image looks hopeful or lonely? This image definitely makes me think more of loneliness, as so few people care about keeping our plants and wildlife alive. It’s sad that most of our greenery is actually grown in labs & greenhouses. Image 9 (Chappie) You may have heard things in the media recently relating to artificial intelligence like amazon using it to create a store without staff and job loss predictions relating to it? Do you believe this? Do you think artificial intelligence is a positive thing or a negative thing? Do this image in particular relate to your preconceived notions about robots and what you know? I do believe we are getting more advanced but don’t think it’s always good, it promotes laziness and it would get rid of half the working class jobs if robots actually came into every day life. Image 10 (Back to the future 2) When looking at this image, which obviously has a slightly more humorous tone, does it make you excited for new technology to come? Is there any new technology in particular you can think of that you are excited for? This image makes me hopeful in some ways. I’m excited for the technology that will help the disabled & the advancements in wheelchair functions. I think that’s the kind of technology that can help a lot of people and a lot of people relatable. Separate questions What are your fears for the future? (Both personal and in general) why are they your fears and is there things in the media that accentuates them? My fears for the future are mostly the to with war & the idea that we could destroy countries with the press of a button. I think it’s something that could easily happen and be a issue. Some of the images we looked at were from really famous movies like back to the future 2, avatar, the Martian and interstellar so keeping that in mind, If you do watch science fiction, do those types of films make you worried about the future? Or do they make you excited or what are you reasoning’s for watching them if you do? I don’t often watch sci-fi. When I do I feel bored & most of the tech is unnecessary. Do you think the media does an overall good job on articles about the future? I.e Do you think they report on enough factual information? Does it make you excited or scared? I don’t think the media portrays the future well at all, whether it be fiction or non, they always make it seem as though we’ll be much more advanced than we actually will be, in a short space of time. Do you think a magazine that aimed to show the positive things that will happen in the future instead of the negative would be beneficial? Yes. Definitely! Do you think it would be interesting if said magazine was created in a fashion style i.e photography and styling pieces and pop culture but also with some informative articles It would be interesting, provided it was an un-retouched magazine, in keeping with the idea of positives. 145

â&#x20AC;&#x2DC;Investigating the correlation between Science and Fashionâ&#x20AC;&#x2122; survey results

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Publication survey results

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Interview with Adam Whiton, Robotics team at MIT

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Jeremy Leslie Interview

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Me: Hi Jeremy, It’s Brontey White? We emailed yesterday? Jeremy: Hi Brontey, how are you? Me: I’m good thank you, how are you? Jeremy: I’m good thank you! So remind me of your topic again? Me: So, I’m making a magazine that aims to show millennials- specifically women, the positives of the future by documenting science in fashion. Jeremy: That sounds interesting! What course was it you said you did again? Me: Fashion communication and promotion at Nottingham Trent! Jeremy: Ahh! So, what did you want to know? Me: Well my first question is, ‘given the publication decline, why do you think magazines are still successful?’ Jeremy: Well that’s kind an assumed question but I guess you mean the decline in print? Me: Yes, so the media’s perspective is that people don’t buy as much print now Jeremy: Yeah, well that’s true to a certain extent. People are maybe not consuming in the same way they used to but they are still buying print. 20 years ago, you might have seen everyone buying newspapers every morning and reading them on their lunch break but now people are much choosier about what they invest their time and money in. There is a lot of free information available online but it doesn’t give the same experience- and quite often people want a break from the digital world. There is also the a certain ‘coffee table’ element to magazines these days too- people can display them aesthetically or use them for visuals. Does that answer your question? Me: Yes, perfect thank you! Ok my second question is ‘how do you choose a magazine to stock?’ Jeremy: Well at Magculture we look for magazines that are inherently different to each other. We look for things that stand out and are something new. We never want to stock magazines that are too like each other. Me: Is there a certain magazine or type of publication you have identified as most popular amongst young women? Jeremy: I wouldn’t say there was one in particular, but niche publications in general tend to be more popular. I think it’s because they stand out the most and fit into that ‘coffee table’ ideal. Mushpit and things like that are very successful! Me: Yeah, I actually had a hard time getting Mushpit myself because it’s always sold out haha. Jeremy: Yeah it sells out quite fast. Me: So, I was just wondering if I would be able to ask you a bit about my own idea for a magazine and what you think of it? Jeremy: Yes, that’s fine, I’m interested to know! Me: Ok well, the basic idea is to show young women a positive view of the future by showing science in fashion and what it can do. I’ve looked at topics like Artificial Intelligence and wearable technology but how they can benefit people because my research led me to notice there was quite a bit of negativity about such topics in the press. Jeremy: That’s really interesting! It’s really interesting that you’re looking at science for young women because I definitely think there’s gap in the market for that. We don’t have anything that’s science in general here at magculture apart from Wired. How would you plan on making it seem positive? Me: well I’m going to add humour and trends and make the language quite colloquial. For example, I’ve been looking at Pineapple leather so I planned on doing a photoshoot about that but making it funny. I was going to remake the beyonce pregnancy Instagram but do it as a shrine to pineapples rather than the pregnancy bump.

153 Jeremy: *laughs* that’s certainly interesting and there’s definitely nothing like that. I really like that idea! Me: Thank you haha. So, I think that’s my last question, thank you for all your help! Jeremy: No worries, I hope the answers are ok. Me: They’re perfect thank you! And thank you for all your help! Can I just confirm that I can use these answers in my research? Jeremy: Yes that’s absolutely fine! You’re welcome, good luck with the magazine and keep my updated- I’d like to see it! Me: ahh thanks I will, bye! Jeremy: Bye

Dorothy Hardy Interview

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Me: So I’m doing my self-devised project on the future of science in fashion. I’ve identified 3 main areas within this- robotics, wearable technology and fabric innovation. I was wondering if you could tell me what you do and what you’re working on? Dorothy: Okay, so in the advanced textiles area we have three main things we’re looking at at the minute. The biggest one being electronic yarn, these can be incorporated in to garments and textiles. At the moment this is looking most likely in sports and medicine. We can do textiles that monitors body temperature, id chips that can be put in the body… Heated textiles. Stoll (a knitted textile company) have worked with Professor Tilak Diaz to make a heated balaclava, which is really cool. If it comes as a small electronical component we can incorporate it into a textile. Me: That leads on to my next question, do you think the fusion of science and fashion is important and why? Dorothy: It’s absolutely vital. To get take up of new products they need to be something people want. I think SMART textiles are exciting for people with disabilities. At present gadgets advertised for this are clunky and further advertise the disability. I think if smart textiles could help they can be incorporated into clothing that looks ‘normal’ or even different but nicely different rather than ‘I don’t want to have to wear this’ and that’s not just applicable for SMART textiles- it’s happening in other areas. We also have experience in compression garments that apply pressure in a certain way… Me: I spoke to professor adam whiton at MIT in America, he works in robotics- he consulted on Pixar for their film Big Hero 6 and when I spoke to him about his own work he said he identified that everything was under this umbrella of ‘health and wellbeing’ to help improve people’s quality of life rather than it being about style or aesthetic. Dorothy: And I think it could get quite exciting because it could push the fashion industry in a different direction, rather than these trends, and things that are coming are out so regularly, it’s like what do you want for yourself? What do you need? More importantly Me: It’s really interesting. So, how do you think the things you are working on could directly impact the future of health and wellbeing or fashion? Dorothy: For health and wellbeing, I’ll give you an example. We’re working on socks that can measure your foots temperature for people with diabetes. If the circulation begins to go in their feet they can begin to develop ulcers which can lead to amputation. And several million amputations from diabetes happen each year. If we could avoid just a few of those it would be amazing. So there’s a chance we could monitor because when the circulation slows down, the foot temperature also goes down- we could flag that up before the development of an ulcer or before things get completely out of control. We don’t know yet, but that’s just one potential application. And generally, the potential to have things on the body that are less bulky and less trips to the doctor’s surgery. Maybe people can feel more in control of their illnesses, it’s a very big step and I think it’ll impact fashion in the way that mobile phones have impacted in the way that you wouldn’t of thought 20 years ago that everybody would be walking around checking them. And there is now clothing that incorporates ways of holding your phone and using it on the move and I think these electronics will have to be incorporated into fashion in this way. Me: Yeah. What inspires your work and what you do? Dorothy: I studied as an engineer first and studied glass ceramics after. SO where I see something that’s on the boundary- which electronic wearable textiles is. We’re in in arts fashion environment here but doing this very geeky thing. So at the moment I’m working on these projects where we’re putting electronics into clothing, art work and seeing what it looks like and what hurdles we have to overcome. It will help us to go ‘this works, this doesn’t, this is what we need to do to go forward’ and it allows me the creativity of doing something artistic as well as getting involved in the nitty gritty and putting these things together.

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Me: Last question, how do you think advancements in technology will impact specifically 18-25 year olds and their future? Dorothy: Woah, specifically 18-25 year olds? Me: Yeah haha, that’s the consumer I’ve identified for my topic Dorothy: Ok…as much as you want them too but I suspect it depends on advertising and how that age groups susceptibility to it and also how useful they think things will be! I don’t know what the cut off is for when you get to ‘I can’t really be bothered with the latest development’ but I think they’ll be some shortterm buzz things for the next few years. But longer term, 18-25 years when they’re reaching 60 or 70, they’ll be expecting it to benefit their lives. I think it’s a longer-term thing for that age group. Although it is rapidly expanding and there will be things like sports things they can use… Me: There’s a lot about the fitness trackers and things Dorothy: Yeah, so that will become more prevalent and it’ll be interesting to see how permanent that ispeople monitoring themselves… or if it’s just a fad. Me: In my research, I did an experiment where to gage their fears and things, I showed them stills from sci-fi movies and didn’t tell them what they were. It was really weird because so many people without mentioning it were really terrified of robotics and all of the stuff about robots taking jobs. Because what I want to do, is create a magazine that fuses science and fashion and gives young people a positive view of the future by showing them how the future of science and fashion can benefit other areas of life… so it’s quite tricky… Dorothy: Wow, that sounds really exciting. You should look at soft robotics. I got to play with some basic ones, they were like silicone worms and you pump air in and they move and… and you don’t think of robots like that- but of course they are because humans are making them! Me: yeah that’s interesting because one girl I spoke to, said she’d only be interested in robots if they looked soft and cuddly like the robot in Big Hero 6. Dorothy: there are projects on using little robots as carers for old people too, I’ve seen the little robot and they’ve definitely tried to make it look cute but it definitely still looks like a robot. Me: That’s it! Thank you so much, that was really helpful Dorothy: No thank you, that was really helpful for me to talk it all through.

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Galore Magazine research

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Other attempted contact: - Colours may vary- Publication shop, Leeds. Purpose: To identify what they think makes a successful publication and gain insight into the consumers purchasing habits regarding publications. - Joanna Kutcha- Fashion blogger. Purpose: She is my target consumer so it would have been helpful to test my big idea through her opinions. -Carnegie Mellon University, USA- Robotics department. Purpose: To gain further insight into the world of artificial intelligence, how it will impact fashion and to gain extra research to inform my articles in my publication. - Yuly Fuentes Mendel- CEO of FashionDescience. Purpose: To know more about the company and the scientific advancements they have made and to understand why this group of people think science and fashion is important. - Near Future Laboratory, USA. Purpose: To gain further insight into the book they published ‘Design Fiction: from props to prototypes’ and to understand why they think re-creating science fiction creations is beneficial or important. - Digit Sole- wearable technology company. Purpose: To gain industry knowledge on the concept of wearable knowledge and what it can do to further my understanding of the topic. - Pauline Van Dongen, Dutch fashion designer. Purpose: To gain industry knowledge on the concept of wearable knowledge and what it can do to further my understanding of the topic. - Professor Philip Breedon, Product Design department @ NTU. Purpose: To understand more about the 3D printing trend and how it will affect us in the future. - Professor William Hurley, Textiles department @ NTU. Purpose: To gain an insight into fabric innovation and electronic textiles. - Worn Again, Sustainable fabric innovation company, Nottingham. Purpose: To gain insight into more modern, up and coming fabric innovation thats newer than my secondary research. - Richard Arm, Research fellow in fashion and textiles @ NTU. Purpose: To further understand the role of 3D printing in fashion and in medicine to understand how the two intersect and positively impact lives. - Professor Tilak Dias, Head of textiles @ NTU. Purpose: To further understand the goals behind creating ‘caring tech’ and what wearable technology can be used for.

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Marguerite Humeau’s ‘FOXCP2’ at Nottingham Contemporary.

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TeamLab’s ‘What a loving, and Beautiful world’ at Derby Quad.

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CHAPTER 3.

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Big Idea Sketchbook

Perceptual Map

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Brand Essence

HOW WOULD I DESCRIBE IT?

WHAT DOES IT DO FOR YOU? Helps the consumer feel better about the future.

New and Innovative The future of fashion Ambitious

Provides a modern, trend based visualisation of new science and tech.

Technology People

Science 60’s

Women Creates a colourful, bright, bold and entirely different reading experience

Iconism

Bright

Celebration

Bold

Pop Art

Fun

Creative Feminine

SHOWING THE POSITIVES OF THE FUTURE OF SCIENCE IN FASHION THROUGH AN EXPRESSIVE AND CREATIVE MAGAZINE

Nostalgic Forward Flirty Thinking

Happy 90’s Vintage Mixed Media

HOW DOES IT LOOK?

Funny

Celebrity culture

BRAND ESSENCE

Young

Colourful Young

Powerful Important Helpful

Unusual Nostalgic

Creative

Aware

Strong Vibrant Ambitious

Playful

Confident Positive Feminine

Important In the know Excited

On trend

HOW DOES IT MAKE YOU FEEL?

Cartogram

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SWOT Analysis

- Relatable to a wide demographic and consumer -Timely and constant info and research into the area -Merges several different topics together -Not many competitors

-Is it too niche? -Decline in publication industry -Can it compete with other, more varied publications

-The opportunity to create awareness on new topics -Being able to create content to go alongside it such as online presence etc -The opportunity to do something nobody else is doing

- Existing Fashion publications that focus on a variety of topics

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Consumer 1- Betsy Johnson

Archetypes: Explorer, Magician Behaviours: Liberal, expressive, driven, ambitious, creative, open-minded Goals: Further travel, to expand her business, to collaborate with more brands Influencers: Jean-Michel Basquiat, Gloria Steinem Brands: Asos, Royal Tees London, Motel Rocks, Illustrated People,Freckledace, Depop Food: Sketch London, independent coffee shops Three things you couldnâ&#x20AC;&#x2122;t live without: Camera, phone, family Hobbies: Photography, social media, designing, reading TV & Film: Quentin Tarantino movies, Trainspotting, Requiem for a Dream, Breaking Bad, American Horror Story Music: Frank Ocean, The xx, Solange, Lauryn Hill Publications: Dazed, I-d, Mushpit, Wonderland

Mushpit Magazine

Jean-Michel Basquiat biopic

Uni work

Instagram selfie

Itunes playlist- Frank Ocean

Spice Girls vintage t-shirt

Vintage cameras

Dazed Magazine

Travel photography

Consumer 2- Isabella Nevin

Archetypes: Jester, Lover Explorer Behaviours: Liberal, inquisitive, caring, selfless, honest, kind, Goals: To travel, be her own boss, to continue raising awareness about womenâ&#x20AC;&#x2122;s issues, to remain in a happy relationship Influencers: Michelle Obama, Angelina Jolie, family & friends Brands: Asos, Topshop, New Look, RedBubble, Motel Rocks, Depop, Urban Outfitters, Missguided, Pretty Little Thing. Food: Asian Food. Time Out, Five Guys, GBK, Wagamamas. Three things you couldnâ&#x20AC;&#x2122;t live without: Juno (her cat), her mum, her laptop Hobbies: Watching Movies, Reading, drawing, shopping TV & Film: Girls, Law and Order: SVU, Grace and Frankie, Nocturnal Animals, American Beauty, Forest Gump Music: Lana Del Rey, Fleetwood Mac, Hole, Britney Spears, Alt-J Publications: Dazed, I-d, Elle

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Book: ‘Yes Please’ - Amy Poehler

‘Sketch’ London with boyfriend Ollie

Instagram Selfie

London Photography

Polaroid with boyfriend Ollie

Dazed Mgazine

Facebook profile picture

Bedroom book shelf

Roysl Tees London t-shirt

Marguerite Humeau- FOXP2 Case Study

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THE SITUATION: Marguerite Humeau’s exhibition ‘FOXP2’ is based on the circle of life in nature. The overall experience is based specifically on elephants to re-enact the origin of life. Although based on an animal we all know and relate to certain colours and textures, the exhibition itself contrasts against this by using colours that have no relation to the topic.

A Year Magazine Case Study

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A YEAR MAGAZINE THE SITUATION: 2003 is part of the annual magazine ‘A YEAR’. Although there has only been two issues and it is an independent publication selling online, they both sold out. It is interesting to note, as publication they appear to have no active social media. Their website is also very brief with no press pack, contact details or general information. Even without digital presence, the magazine is sold out internationally from it’s own site and other stockists. The visual content doesn’t have one clear style, more matching against the general concept of the magazine itself (i.e. the year it’s based on). This shows me that the references and sub topics within science do not have to be coherent in my own publication and can be a colourful, bold contrast.

THE INSIGHT: The insight from this is that a publication does not have to provide monthly issues to be successful- especially considering how it fits with my own consumer.

Galore Magazine Case Study

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THE IMPACT: The impact of this, is an online presence that is both positive and relateableeven when speaking about issues that perhaps don’t affect the reader directly. Galore speaks about issues like drugs, sex, women’s rights and transgender rights. This makes them a huge positive force in the media in time where the political world is rife with tension. Particularly in America where a lot of their rights are being altered and many people are feeling opressed.

CONCLUSION: To conclude, after researching and interviewing the Galore team, I can see how they use social media to appeal to their consumers. They also use for topics that are different to what their articles on which has opened up ideas for what I could do. This is important to consider as I move forward to my route to consumer stage so I my marketing plan properly appeals to my own consumers in the right way.

URBAN DECAY X COACHELLA

THE SITUATION: Urban Decay is an international beauty brand. They have more than 8 million followers on instagram and a network of frequent collaborators such as bloggers and celebrities. Every year at the festival Coachella they host a partythe #UDgetaway. Bloggers and celebrities are invited and expected to vlog and document the event. 2017’s event saw Youtube vloggers Desi Perkins, Kandee Johnson and ‘LustreLux’ stay the entire duration in the #UDgetaway house. With over 1 million followers each, they documented the event through vlogs on Youtube, posts on Instagram and live updates on Snapchat.

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CHAPTER 4

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Sketchbook Pages

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Design Recipe Boards

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HOLE HOLE HOLE

hole magazine hole magazine hole maga magazine hole magazine hole magazine

HOLE

Photoshoots

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CHAPTER 5

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Tutorial Record Sheets

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Ethics Forms

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Sun SELF DEVISED DAY Eveningprepare any group work bits for following week

Mon Self devised all day

Tue Self Devised *Evening break*

Wed Lecture Workshop Afternoon Group work Evening: Sketchbook

Thu Tutorial Group work *If there’s time evening sketchbook work in bonnington*

Fri Self devised in the morning *Night off*

Sat Whatever needs doing for the week

Brontey’s Work Plan

Weekly Plan/ Critical Path 196