HYPER REALITIES RESEARCH
SECONDARY RESEARCH
MILLENNIALS
SIMON
SINEK
Born on the 9th of October 1973, Simon is a British/American author, motivational speaker and marketing consultant. He is the author of three books: “Together Is Better”, “Leaders Eat Last” and the 2009 best seller “Start With Why”. In an interview with the cofounder of Quest Nutrition, Tom Bilyeu, Sinek adresses “the millennial question”, offering a slightly controversed analysis of the generation as a whole.
SECONDARY RESEARCH
MILLENNIALS
SIMON
SINEK
During the interview, he pointed out a few of the issues the millennials are accused of, like being tough to manage, being entitled, narcissistic, self-interested, unfocused and being raised believing they are a “special snowflake”. He came up with 4 damaging factors: failed parenting strategies, misuse and abuse of technology, impatience and environment. Simon named this the age of Facebook and the generation of low self esteem, finding a corelation between the addictive dopamine released by the brain and the use of social media.
SECONDARY RESEARCH
HYPERREALITY
UMBERTO
ECO
Umberto Eco (1932 - 2016) was an Italian novelist, literary critic, philosopher, semiotician and university professor. He was one of the early theorists of simulation through “Travels in Hyperreality” - an essey dated in 1975 after a trip to America. He defines the world he saw as “the Absolute Fake” in which imitations try to improve on reality. During his trip, he also visited the two Disneys - discovering a place that is no longer pretending to be an imitation. He noticed that everything is larger, brighter and more attractive than everyday life - which may make you feel homesick for Disneyland.
SECONDARY RESEARCH
HYPERREALITY
JEAN
BAUDRILLARD
Jean Baudrillard (1929 - 2007) was a philosopher and writer whose ideas revolved around the Postmodern enviroment. He coined the term “Hyperreality”, describing it as the condition in which reality has been replaced by simulacra’ - a simulation of a simulation. He talked about his findings in “Simulacra and Simulations”, the book that was at the base of the “Matrix” movie.
PRIMARY RESEARCH
HYPERREALITY
SWORD ART ONLINE
Along the years there have been many animations that tried to adress to the way our world is changing, but the best known one for that feat is the japanese animation series “Sword Art Online” created by Reki Kawahara. The story is placed in the year 2022 and deals with the security risks of virtual reality and the way it will change our way of life. The recent developments in this area made the thought of a real “Sword art Online” seem not so far away. IBM is challenging the perception of reality by actually recreating a small town from the series for a Virtual Reality Massive Multiplayer Online Game called “SAO - The Beginning”.
SECONDARY RESEARCH
THE MEME
RICHARD DAWKINS
Richard Dawkins was born in 1941 and is an ethologist, biologist and author. He is the one that coined the word “meme” in his “The Selfish Gene” book. He compares the tunes, ideas, cach-phrases and the other elements under the term ‘meme’ to the genes that propagate themselves by elaping from body to body thus creating a replicator suited for today’s culture. In 2013 he collaborated with the Saatchi & Saatchi advertising agency for a piece of content in which he explains that an internet meme is a deliberate alteration of an original idea by human creativity. The piece itself intended to become a meme.
THE BRIEF
SHARE AND DEVELOP
Artquod is a project in development started by me and another designer by the name of Alphagraphx - and has at it’s core the thirst for knowledge and skill aquiring. The intended result is a website with it’s own brand, that has both a theoretical side and a practical one with design theory and tutorials. The target audience are the people that wish to improve on their designing skill and keep up with the technology and softwares, pick up graphic design or find inspiration.
THE BRIEF
SHARE AND DEVELOP
For the actual brief I choose to develop an extension for the Artquod project that will target the millennial designers and will oer them a haven through their ďŹ rst years of work in the industry. I will create a platform on which groups of 3 people will be paired up depending on their skillsets and will work on projects that will have an impact - like awareness campaigns while at the same time honing their skills and having a place to ask about issues they might be having at the start of their careers. It will also enable designers to talk and socialize with people with similar interests.
CASSIAN IORDACHE U1560725