PROJCET PROPOSAL
# GRADUATION PROJECT
# DE114106 / 2A1 YAUWAIYU 150203635
PROJCET PROPOSAL
CONTENT PAGE
# 01 INTRODUCTION
# 02 IDENTIFYING OPPORTUNITY
' Abstract 100-150 words
' SECT factors
' Keywords
' Product opportunity gaps ' Weighted Matrix ' Project Opportunities ' Opportunity Statement
# 05 CASE STUDIES
# 06 CONCLUSION
' Analysis and evaluation
' Project journey (touch points)
# 09 REFERENCE
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CONTENT PAGE
# 03 UNDERSTANDING OPPORTUNITY
# 04 MARKETING AND DESIGN RESEARCH
' Research objectives
' Client Studies
' Hypothesis
' Marketing research
' Research target group and subject
' Marketing Mix: 4Ps and 4Cs
' Methodology and process
' SWOT Analysis
' Secondary research and analysis
' Positioning Map
' Primary research and analysis
' Value Opportunity Analysis and-
' Overview of research findingsand conclusion
project goal setting ' Project statement and projectobjectives
# 07 PROJECT BRIEF
# 08 SELF-REFLECTION PROJECT PROPOSAL
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# 01 INTRODUCTION
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INTRODUCTION
ABSTRACT WORDS
During the experience of selfrecognition, teenagers need to face different kinds of problems, and the influence from the peers is the most affective factor of this period. The self-identity can directly affect teens' emotion and self development, it also decided the way of growth of the young people. According to the article from Ta Kung Pao, a adolescent emotional survey found that, lack of self-identity become the most popular problem recently, and out of 700 cases, there is almost 80% of them have emotional disturbance.
PROJECT PROPOSAL
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WHAT IS SELF-IDENTITY?
One's self-identity is a collection of
understanding of oneself, which can
beliefs about oneself that includes
lead one realises that who is a identical
elements such as academic
person while playing various roles.
performance, gender roles, sexuality, and racial identity. Generally, self-
However, the self-identity of people will
concept embodies the anaswer to
have a intense change, this is identity
"Who am I?".
crisis that mentioned from the books; a process of seeking self-worth and life
People are playing different kinds of
decision. Teenagers will keep chasing
roles from different groups, such as in
for their ideal self-image, in this process,
family, in school, in office‌Therefore,
they may easily become lost.
self-identity means a consistence
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INTRODUCTION
How to enhance the selfidentity of the Hong Kong teenagers?
This proposal tried to find out the design solution answering this question.
PROJECT PROPOSAL
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KEYWORDS
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INTRODUCTION
Teenagers
recognition
self-identity
prejudice
peer influence
personal development
PROJECT PROPOSAL
understanding
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# 02 IDENTIFYING OPPORTUNITY
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IDENTIFYING OPPORTUNITY
Young people easily affected by their peers during the period of adolescence, in this period, they very care about the how the peers think about them, and try to gain recognition and attention, to prove their presence.
Recently, there are different
However, according to the new from
"challenges" in the internet, such as
on.cc, as the popularity of the network,
"Ice-bucket challenge" and "Game of
different problems were derived, one of
72". Obviously, most of the participants
them is cyber-bullying. A organisation
of these kinds of challenges are
conducted a investigation, found that
teenagers, they invited others or were
around 73% respondents have been the
challenged on Facebook or other
victims of cyber-bullying, and about
social platforms, and willing to do,
68% of them have tried to bully others,
there two major reasons:
the ratio is very high. Approximately, 30% among the cases of cyber-bullying
1.Easy, Funny, Anti-Authority, Meaningful
existed between friends, and over 20% came from schoolmates.
2.To prove they were invited and can do it at the same time
The above data shows that influence from the peers, and their behaviours
The two points above exactly are the
can highly depress the self-esteem and
needs of teenagers' psychological
personal development of teens, also
development, that's why they keen
affect the self-identity.
to participate. Teenagers need PROJECT PROPOSAL
self-identity, Theory of Psychosocial Development from Erikson, a psychologist mentioned that, adolescence is the most important period of personality development, the main target on this stage is selfidentity. Teenagers want to know about their strength and weakness, and the comments from others, to produce self acceptance, build self identity under others' recognition.
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From the above survey, among the respondents (teenagers), 52% of them have misunderstanding of their body type, which probably increase the depression of teenagers, about 38%. The result indicates that the comments from others can easily affect the emotion of adolescents, and it might change how they think of themselves.
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IDENTIFYING OPPORTUNITY
To conclude, the self-identity is important on the stage of adolescence, and the behaviours of peers can easily affect their self-identity.
Although there are non-government organisations help teens during the period of seeking their own self-identity, PROJECT PROPOSAL
teens still are struggling in this period and identity crisis exists. To enhance teenagers self-identity, the way of the association between young people and their thinking need to be changed. Therefore, to have a better understanding, more research and analysis is needed.
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SECT FACTORS
SOCIAL FACTORS
CULTURAL FACTORS
#Cyber bullying happens as teenagers can received
#Popularity of network language
recognition from the agreement of others and to
#Unmarried pregnant
vent their negative emotion
#Emphasising the academic performance, easily
#Scare to sit the priority seats as people will be criticised by others
position others by the education levels #Maintain the relationships through social media
#Labelling effect
#Low identity of teens
#Teens rely on electric products and live in their
#People who broke the social norms will be isolated
own world #Generation gap
by the community #Like to play game
#Raising of the living standard #Not enough understanding of local political topics #Gaining "likes" from social medias to feel being recognised by peers.
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IDENTIFYING OPPORTUNITY
ECONOMIC FACTORS
TECHNOLOGICAL FACTORS
#Like to buy the latest model of smart phones to
#The models of smart phone keep updating
show off #Spend much money on buying luxury to fulfil their materials satisfaction
#Smart phone applications #Virtual Reality #QR code
#Payment of tuition of tutorial classes
#GPS location tracker
#Prove their ability through gambling as
#mobile payment
gaining confidence
#E-book #social media
As mentioned in previous chapter, to change the way of the association between young people and their more about the internal and external factors that may affect the values of teenagers such as the social factor, economic factor, cultural factor and the technological factor.
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PROJECT PROPOSAL
thinking, we need to understand
PRODUCT OPPORTUNITY GAPS (POGS)
Product Opportunity Gaps is a converging process. By listing out potential design areas serving the SECT factors, POGs are narrowed down to 5 directions.
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IDENTIFYING OPPORTUNITY
SOCIAL FACTORS #Cyber bullying happens as teenagers can received recognition from the agreement of others and to vent their negative emotion #Scare to sit the priority seats as people will be criticised by others #Labelling effect #Teens rely on electric products and live in their
Labelling Game
own world #Generation gap #Raising of the living standard #Not enough understanding of local political topics #Gaining "likes" from social medias to feel being recognised by peers.
ECONOMIC FACTORS
Priority Seat QR code
#Like to buy the latest model of smart phones to show off #Spend much money on buying luxury to fulfil their materials satisfaction #Payment of tuition of tutorial classes #Prove their ability through gambling as gaining confidence
Smart Phone App of Political Information
CULTURAL FACTORS #Popularity of network language #Unmarried pregnant #Emphasising the academic performance, easily position others by the education levels
Luxury in Social
#Maintain the relationships through social media
Media
#Low identity of teens #People who broke the social norms will be isolated
PROJECT PROPOSAL
by the community #Like to play game
TECHNOLOGICAL FACTORS E-book Learning in
#The models of smart phone keep updating
Tutorial School
#Smart phone applications #Virtual Reality #QR code #GPS location tracker #mobile payment #E-book #social media
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1
2
2
1
2
3
Potential for an innovative produc
2
2
2
1
2
1
Potential creativity
2
3
2
2
3
1
Passion
3
3
2
1
2
1
Technical skill
3
3
2
1
2
1
Stylish
2
3
2
2
3
1
Desirable
2
2
2
2
1
3
Change Behaviour
2
2
3
2
2
3
Playful
3
3
1
1
3
1
20
23
18
13
20
15
Political Information
School
Priority Seat QR code
E-book Learning in Tutorial
Labelling Game
Time and resources
Smart Phone App of
WEIGHT
Luxury in Social Media
WEIGHTED MATRIX
CRITERIA
ATTRIBUTES
TOTAL
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IDENTIFYING OPPORTUNITY
PROJECT OPPORTUNITIES
In considering the potential of various possible project directions, it is decided to focus on producing a game of labelling. The opportunity of the project will be:
1) Cyber bullying is still exist 2)Many teens are both suffer from the labelling effect 3)Teenagers love to use social media 4)The interaction on the internet is more suitable to the teens 5)Teenagers like playing games 6) Young people care about the topic with using internet terms
PROJECT PROPOSAL
OPPORTUNITY STATEMENT
To raise the self-identification of teenagers and eliminate the prejudice from the labelling effect.
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# 03 UNDERSTANDING OPPORTUNITY
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UNDERSTANDING OPPORTUNITY
RESEARCH OBJECTIVES
#To find how many teenagers are suffered from labelling problem #To explore the definition of labelling
There are 5 main objectives of
by teens
conducting research:
#To prove the feasibility of the form of game #To investigate the major reasons and influences to the teens from labelling #To find out possible solutions to enhance their self identity by remove their labels.
HYPOTHESIS
Major Hypothesis: Teenagers are deeply affected by labelling, but they have no clue about the way to understand and how to deal with that in daily life.
Teenagers misunderstand the meaning of the labels, and mistakenly think that labelling is a negative bahaviour.
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PROJECT PROPOSAL
MINOR HYPOTHESIS:
RESEARCH TARGET GROUP AND SUBJECT The target group is focused on teenagers who aged between 13-20 year-old, and they like to use social medias and playing games, also experienced labelling.
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UNDERSTANDING OPPORTUNITY
METHODOLOGY AND PROCESS
An online survey was conducted with over 44 teenagers to find out the opinions from teenagers about the PROJECT PROPOSAL
labelling problem. Moreover, 2 books were studied to find out the influence to teens from labelling problem. Research findings from 8 websites were also reviewed to analysis how labelling problem affect teen' s self identity.
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SECONDARY RESEARCH AND ANALYSIS
Article
The writer of the article stated the definition of labelling, he mentioned that we are sure to be labelled in this society, also labelled others. Labelling is a personal experience statistics because our own values are combined with thousands of labels. However, we forget the confirmation bias.
tendency to search for, interpret, favor, and recall information in a way that confirms one's preexisting beliefs or hypotheses, while giving
From this article, I found that people cannot escape from the labelling, nobody can avoid it if living in society. Hence, we can change our mind, to lead labelling become not so negative, or even positive.
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Confirmation bias is the
UNDERSTANDING OPPORTUNITY
disproportionately less consideration to alternative possibilities.
"MeltDown"
Third game-"Train"
Games
Passage, and she has developed the
magazine which pulished a game
series -"The Mechanic is the Message",
called "MeltDown",which reflects the
she hoped that can reflect the social
problem of global warming. The game
and historical problems through
lets the kids know the damage to the
playing the games.
PROJECT PROPOSAL
GEOlino, a German children science
polar bears and penguins from the glacial melting. Kids can realize the
From these two games above, it proved
global warming leads polar bears and
that game is a good media to bring out
penguins become homeless while
the messages to people.
playin gthe game, and learn the importance of protecting environment. Another game called"The New World", which is designed by Brenda Romero, a game designer. "The New World" is a board game about the Middle
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《違規路段−高危青少年服務理論與實踐》
Author: 香港遊樂場協會
Publisher: 香港城市大學
Issued date: 08/2008 Language: 中文繁體
《青少年暴力行為-原因、類型與對策》
Author: 蔡德輝、楊士隆
Publisher: 五南出版社追蹤
Issued date: 2011/6/1 Language: 中文繁體
Books
Both of these two books have mentioned about the influences of negative labelling. Therefore, it needs to deal with the negative labelling in order to avoid identity confusion.
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UNDERSTANDING OPPORTUNITY
TV Programme PROJECT PROPOSAL
A reality TV programme called "Tagger" produced by ViuTV, which is a show discuss about labelling problem and discrimination. There is a part of experiencing the daily life of the labelled people for the guests. From this programme, I realize that to subsitute into others' characters may be a method to understand others' feeling and will be a special experience.
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Video
I researched a film review video of Miss Peregrine, which indicated that the heterogeneous are the minority who are labelled by others and mentioned that if everyone can find out the bad guys who labelled them, we can help this kind of people. The labelled people need others understanding.
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UNDERSTANDING OPPORTUNITY
I found that the terms, such as "girl",
people to define "act
do not have any negative meaning
like a girl", in the video, the adults
inside originally, however, people
exaggerate the actions while
just misunderstand and distort the
immitate how to act like a girl. On
original meaning, and that become
the other hand, the real girls just
an insult.
PROJECT PROPOSAL
A short video regards to how
acted very normal. The producer point out that "like a girl" become an insult.
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PRIMARY RESEARCH AND ANALYSIS
Obviously, most of the teenagers
I think most of them understand
experienced labelling.
that it is wrong to adversely
According to the online survey,
labelled someone but they still
73% of the respondents have been
easily label others because of
labelled by others, 82% of them
classification. We will easily define
have labelled people. Besides, over
somebody by one' s characteristics
90% of the labellers are peers.
immediately and distribute to different kinds of group. As a result,
From the questionnaire, I found a
labelling become popular.
interesting scene that most of the respondents have labelled others. However, the majority is disagree with this behaviour which shown in question 2.
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UNDERSTANDING OPPORTUNITY
From the above chart, most of the respondents indetified labelling is "used to classify others", and agree that "people who have special characteristics will be easily labelled", and PROJECT PROPOSAL
"discrimination and insult" is the third. It is not difficult to see that most the teenagers identified labelling is a negative behaviours.
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OVERVIEW OF RESEARCH FINDING AND CONCLUSION
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UNDERSTANDING OPPORTUNITY
To conclude, the negative labels properly adversely affect the personal development of teenagers,and labelling may not be a wrong thing but depends on how people to use it. Also, people will give different definitions on the same terms, the key the solve labelling problem is people need to realise that whether they give a negative label to others. Besides, a game is a good and interesting media to express something, and experiencing others' specific life can deeply feel the feelings of the counterpart. Finally, most of the teens think that labelling is a incorrect behaviour but probably do not really understand what is labelling.
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PROJECT PROPOSAL
still doing this action, most of them
# 04 MARKETING AND DESIGN RESEARCH
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MARKETING AND DESIGN RESEARCH
CLIENT STUDIES
Background Breakthrough was founded in 1973, it is a non-profit making organisation which providing cultural and educational services for young people.
Mission The mission of it is to inspires young people to strive for a meaningful life, PROJECT PROPOSAL
care for society through media and interpersonal contacts.
Belifs They believe young people possess the qualities of a leader, regardless of gender, personal and cultural background and people need to offer them affirmation and encouragement to help them bring out their potential and creativity.
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MARKETING RESEARCH
The game of life This game attempts to mirror life events (e.g. going to college, raising a family, buying a home, working and retiring) and like experiencing another life
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MARKETING AND DESIGN RESEARCH
PROJECT PROPOSAL
SIMS A life simulation game that gives you the power to create and control people. In the game, players can experience the creativity, humour, escape, and the freedom to play with life.
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A 60-minute innovative and interactive "time tunnel" journey There are 4 zones: "Are you ready for the Journey" "Many Choices in Life" "One-way Tunnel" "Rest in Peace" It is a multi-media exhibits, demonstrations, audio and visual effects. The participants can have more inspiration and understanding of their life journey. The aims of the centre is to be able to accept being old and treasure time, and have empathy and respect for the elderly.
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MARKETING AND DESIGN RESEARCH
A motion graphic Self Care is really important - check out this little video from School of Life. A Simple 6 Step Self Compassion Exercise to Combat Depression and Low Self Esteem.
SUMMARIES From these marketing researches, I found that people may interest in the game that can experience second life, to go through the life which they have never experienced. During the play of the game, it maybe easier to express message or attract teenagers with a role-playing way.
tunnel" journey, which further proved the importance of experience. A greate user experience can express the message more effectively. After watching the motion graphic, I realised that a graphics video is a potent method to elaborate the abstract information, also more interesting.
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PROJECT PROPOSAL
According to the reference of "time
MARKETING MIX: 4PS AND 4CS
Product
Customer requirement
game
fun, enjoyment
Price
Cost to customer
low
consider to buy as the low price
Place
Convenience
internet
can buy the product easily without go
(e.g. facebook)
outside
Promotion
Communication
poster, video,
can easily receive the message
social media
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MARKETING AND DESIGN RESEARCH
SWOT ANALYSIS
Firstly, in strenghth, the project is potentially interesting, it contain the problem that teens will care and the terms that teenagers always use. Regarding weakness, the game may be complicated, then it may be too difficult to teens to play and they may give up and can not figure out the message after playing the game Concerning opportunity, young people like to play games and many of them have experienced labelling. PROJECT PROPOSAL
Finally, with regard to threats, teens may not really understand what is labelling and they may ignore the feelings of others as lack of empathy.
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POSITIONING MAP
Positioning Maps show the position of "RE·TAGS" with value of message come across, interactive, Experience and Fun.
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MARKETING AND DESIGN RESEARCH
VALUE OPPORTUNITY ANALYSIS AND PROJECT GOAL SETTING
PROJECT PROPOSAL
#Excite #Enjoyment #Visual #Engagement
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PROJECT STATEMENT AND PROJECT OBJECTIVES
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MARKETING AND DESIGN RESEARCH
"To produce a game to teenagers who attend to or affected by the labelling problem to rediscover themselves."
PROJECT PROPOSAL
#Not to position others by using a fixed character #To eliminate the prejudice of the labelled people from the taggers #Lead teenagers don’t to afraid labelling anymore
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# 05 CASE STUDY ANALYSIS AND EVALUATION
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CASE STUDY
A board game created in response to the increasing need to help children build, boost, and enhance self-esteem.
A game to develop Social Skills, Self-esteem and Friendship Skills. The purpose of the game is to promote teamwork: players work with each other to achieve the goal. The game can be played at six different levels, each tackling a different skill: Self-awareness and self-esteem Body language Conversational skills Friendship skills Assertiveness skills Any combination of the above
A talk for teenagers about how to face the adversity. PROJECT PROPOSAL
A talk can transmit a lot of messages, however, it maybe too boring for teens, they may not listen to the speaker, and can not learn anything from it.
Both of two games above are interesting and bring a lot of messages, there also some goals to achieve, that can help the players being focus to deal with the challenges.
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# 06 CONCLUSION project journey
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CONCLUSION
TOUCH POINTS
FACEBOOK PAGE
GAME
Dynamic
PROJECT VIDEO
UNDERSTANDING
PROJECT PROPOSAL
KNOWING
Passive
REACTING
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# 07 PROJECT BRIEF
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PROJECT BRIEF
INTRODUCTION / During the experience of self-recognition, teenagers need to face different kinds of problems, and the influence from the peers is the most affective factor of this period. The self-identity can directly affect teens’ emotion and self development, it also decided the way of growth of the young people. In this project, I will like to conduct in a way of playing game, I will give a platform to the teens to have interaction at the aim of understand each other to dismiss the prejudice. At the end, I determined to deal with the labelling problem of teenagers. The labelling problem being more serious in the decade as the amount of phrases to describe of these kind of people increases. However, most of the teenagers have not aware the seriousness of the problem will affect the self-identify of the counterparts. To eliminate the labelling problem of younger it is a chance to rise the selfidentity of them. The project will be a game for teenagers who suffered or not in the labelling problem.
PROJECT STATEMENT / To produce a game to teenagers who attend to or affected by the labelling problem to rediscover themselves.
PROJECT OBJECTIVES / 1) Not to position others by using a fixed character 2) To eliminate the prejudice of the labelled people from the taggers 3) Build up the self-identity of the suffered people 4) Clarify the terms of the labels 5) Lead teenagers know that what kind of people they are
PROJECT SCOPE / PROJECT PROPOSAL
Teenagers who experienced labelling problem? They care about the recognition of peers, what is the new trend The design may apply in school or online market
DESIGN GOALS / #The message has to be comprehensible by particular target audience. #The experience has to reflect the psychological needs of users. #The process of playing the game should involve the own experience of players. #The service has to be affordable for the target buyers. #The player can be attracted by the process of game. #The game need to be easy to understand and play.
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# 08 SELF - REFLECTION
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SELF-REFLECTION
During conducting the research, I found out the importance of idea development, I need to do a lot of researches to understand the problem and target group. After the studying of the researches, I realise that self-identity is very important to the self development of teenagers, they will know their own identity while seeking self-concept. I think that this is the major period of build up oneself, the labellng problem will affect how they valued themselves and affect their self-esteem.
After the research, I think I need more critical thinking to all the things, give more opinions and think deeper. I personally think that I have done quite well in secondary research, I found the useful elements from the references. However, I think I need to do a better marketing research and find out what issue I can take from the other offerings.
PROJECT PROPOSAL
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# 09 REFERENCE
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REFERENCE
# http://evchk.wikia.com/wiki/ 網 上 欺 凌 # http://unwire.hk/2015/07/07/hk_law_freedom-of-speech/column/ # http://www.acei-hkm.org.hk/Publication/FF-14-Chan%20KW%20%20Chan%20S%20M.pdf # https://www.breakthrough.org.hk/ir/Research/44_Youth_media_usage/Youthmediausage.htm # http://www.inmediahk.net/node/1035432 # http://orientaldaily.on.cc/cnt/news/20160317/00184_004.html # http://yrc.hkfyg.org.hk/news.aspx?id=ba972e77-cfa2-4d64-9598-6ec3bb4a780d&i=2527&locale=zh-HK # https://en.wikipedia.org/wiki/Self-concept # https://www.youtube.com/watch?v=5yxiYLIV5aU&list=LLMdtocK4K50ZG6bSdBYmrng&index=1 # https://www.youtube.com/watch?v=GjbwDdQ6_s4&t=53s&list=LLMdtocK4K50ZG6bSdBYmrng&index=5 # https://www.thenewslens.com/article/15763 # http://baby.popart.hk/newweb/archives/16529 # https://www.thenewslens.com/article/20617 # https://www.thenewslens.com/article/15763 # https://www.thenewslens.com/article/20617 # http://baby.popart.hk/newweb/archives/16529 # https://www.schsa.org.hk/tc/services/LJC/index.html # https://www.thesims.com/zh_TW/features/overview # http://playhivetoys.com.au/special-me-activity-to-promote-self-identity-and-self-esteem/ # https://www.hkptu.org/23029 # http://www.filmsforaction.org/watch/a-self-compassion-exercise/ # https://www.breakthrough.org.hk/index # https://www.hkptu.org/23029 # www.winslowresources.com/the-talkabout-game-developing-self-esteem-social-and-friendship-skills.html # www.blueavocado.org/category/topic/feature-articles?page=4 # http://philosophy.hk01.com/ 焦 點 影 像 /60515/Le-moi- 甚 麼 是 自 我 ？ 精 神 分 析 的 自 我 與 身 份 認 同 # https://zh.wikipedia.org/wiki/ 埃 里 克 森 社 会 心 理 發 展 階 段 #.E9.9D.92.E6.98.A5.E6.9C.9F.EF.BC.8813-19. PROJECT PROPOSAL
E5.B2.81.EF.BC.89 # 違規路段−−高危青少年服務理論與實踐 # 青少年暴力行為-原因、類型與對策 # A Self Compassion Exercise https://vimeo.com/153483613 # 柏鳥小姐的童幻世界影評: 空魔的象徵?「怪胎」被排斥的黑歷史 https://www.youtube.com/watch?v=5yxiYLIV5aU&list=LLMdtocK4K50ZG6bSdBYmrng&index=1 # Always #LikeAGirl https://www.youtube.com/watch?v=XjJQBjWYDTs
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PROJCET PROPOSAL
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