James Pentland: EGRD5003: Audience & Contexts by James Pentland

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QUESTION 2

QUESTION 4

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QUESTION 12

input What it does

Apple Macintosh Perfoma 5300 Sa ide nossimaio. Lendus. Solorro iur? Quis dus. Il magniet etur sa quisitiate pro molupta quaectiae. Hit ditatiis velignis maximillorem reped que lacestia quis et ipsum eum fugiam ratem. Eliquamus eicidunt es moluptaerio tem sa nonecta temodio beri rest remporiae endae sequisc iatur, aut et est ad eosae mi, quas mintis as quae sam endit etum quist, que int voluptiume por as mo officium nectus ea adi sinctur, quo quatesti dernat aditassed est, iunto volor mod ullo et offic te magnimusam apienimusda dollacc umquassit aut ium fugit offici bea doloritatur aut et re mi, que enist pori ius, odiores dolestionem ilique explit faccum re, conessunt lam voluptis re nosam abo. Et odigenes doluptiis eruptur? Qui cum aute nia es voluptatur? Nosam et, sum consedi tem. Mus et pa nossundelest quae. Nequo quid que volorem accuptatus ipsant qui cust expero dolorendam expe non num eturiti umquid evellan dipsunt haris essit aut ut ullatiu ntiumqu iatur? At laboratat. Is a possincias rerunt. Beatquia deles nia doluptassi non nis nonsendias quatiae.

User Interaction Sa ide nossimaio. Lendus. Solorro iur? Quis dus. Il magniet etur sa quisitiate pro molupta quaectiae. Hit ditatiis velignis maximillorem reped que lacestia quis et ipsum eum fugiam ratem. Eliquamus eicidunt es moluptaerio tem sa nonecta temodio beri rest remporiae endae sequisc iatur, aut et est ad eosae mi, quas mintis as quae sam endit etum quist, que int voluptiume por as mo ofﬁcium nectus ea adi sinctur, quo quatesti d

Apple Macintosh Perfoma 5300 Photographed by: James Pentland Source: Computer Museum 4

JAMES PENTL AND 1106052 EGR D50 03: AUDIENCES & CONTE X TS

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STARTING POINT

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DEFINITION - PERSONIFY

Pper·son·i·fy [Per-son-uh-fahy] Verb (used with object), per·son·i·fied, per·son·i·fy·ing.

ANIMAL INSTINCTS - QUESTION 2

PERSONIFY an animal or animals so as to illustrate basic human instincts or characteristics.

1. To attribute human nature or character to (an inanimate object or an abstraction), as in speech orwriting. 2. To represent (a thing or abstraction) in the form of a person, as in art. 3. To embody (a quality, idea, etc.) in a real person or a concrete thing. 4. To be an embodiment or incarnation of; typify: He personifies the ruthless ambition of some executives. 5. To personate. Definition source by http://www. thefreedictionary.com/

Identifying relevant practices that are already presented on sites such as Tumblr.

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VISUAL RESEARCH

Harvey (1950) Relates to historical practice which is identified through the imaginary rabbit character. VISUAL RESEARCH

Reviewing appropriate historical and contemporary research enables myself to define and identify what is relevant to the animal instincts brief. Looking at relevant current YouTube clips enables identification through contemporary practices.

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IDEAS & CONCEPTS

Looking at contemporary practices such as ‘Dogging Tales’ (2013) enables identification through a relevant context.

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David Brooks talk on ‘The social animal’ (2011) shows application through applied knowledge to the topic on animals.

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TEST SHOOT

TEST SHOOT - HUMAN INSTINCTS

Demonstrating relevant knowledge through application of testing enables creative ideas to be identified and generated through the medium of Photography.

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EXPERIMENTATION

Testing out contrast and brightness within selected photographs allowed me to correctly edit or over-edit photos.

Utilising appropriate technologies of Photography to realise problems and solutions from over-editing as seen above.

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PLANNING Generating relevant creative ideas through a visual sketchbook to create practical solutions for the brief.

PL ANNING - THE MAIN SHOOT

Planning the main shoot allows for relevant knowledge to be applied and shows practical solutions to what is going to be shot.

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MAIN PHOTOSHOOT

Using the independent skills that was previously learnt through trial and error allowed for basic human behaviour within certain environments.

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EXPERIMENTATION II

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Experimenting with the idea of 3D Photography enables testing of professional skills.

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FINAL PHOTOGRAPHS

BASIC HUMAN R ABBIT

Self directing learning of Photography shows classification of animal behaviour through a visual aid of a day in a life of a human.

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APPLICATION TO AUDIENCES INSTAGR AM & TUMBLR

Using social networking sites allows for methods and technologies to be presented virally to a consumer to reach a wider audience.

CLICK THE ICONS TO VIEW WORK

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STARTING POINT WHO WEB THAT? - QUESTION 4

DEFINITION - EMUL ATION

EXPLOIT the potential of emerging modes of viral communication, dissemination, reproduction insinuation, persuasion, emulation, indoctrination, mystification leading to who knows what, or where?

Em·u·la·tion 1. Effort or ambition to equal or surpass another. 2. Imitation of another. 3. Computer Science The process or technique of emulating. 4. Obsolete Jealous rivalry. Definition source by http://www. thefreedictionary.com/ Mind-map of identifying clear themes described within the question.

DEFINITION - INSINUATION

In·sin·u·a·tion 1. The act, process, or practice of insinuating. 2. Something insinuated, especially an artfully indirect, often derogatory suggestion. Definition source by http://www. thefreedictionary.com/

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VISUAL RESEARCH

Looking at appropriate information on Steve Jobs & Bill Gates who are both contemporary practitioners. VISUAL RESEARCH

Reviewing relevant contemporary artists such as Barbara Kruger and David Carson and defining it against other concepts for this brief. Watching Ray Kurzweli on TED talks who discusses ‘the acceleration of power within technology’ (2007).

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CHINESE WHISPERS

Putting into account the knowledge and information published and generating creative ideas through a visual sketchbook.

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Identifying research to the concept of Chinese Whispers.

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IDEAS & GENERATION Testing sketches in a blueprint style enables me to pick the right creative idea.

IDEAS & GENER ATION

Reviewing the ideas and generating a varied amount of sketches allowed myself to generate creative ideas and look at contemporary practices.

CERE AL COPY

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EXPERIMENTATION

Testing out the idea of colour to utilise and present newer ideas and solutions. DISTORTION WITHIN TEXT

Exploring distortion within text allows relevant information to be manipulated, translated and interpreted in a different way to usual.

Experimenting with different technologies to produce and demonstrate new methods of working.

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VISUAL RESEARCH II

Reviewing relevant artist research such as ‘Contemporary Russian Folk Artifacts’ (2006) book to look at layout and design.

JAN TSCHICHOLD - GOLDEN R ATIO

Reviewing Jan Tschichold and looking at the historical practices that are identified within page proportions.

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COMPUTER HISTORY MUSEUM COMPUTER HISTORY MUSEUM

Relevant knowledge and information from a main source of computer history enables information to be translation through a visual medium.

After a first unsuccessful attempt emailing, the curator got back to myself and cleared the concept.

Looking at relevant photographs that are already published on the website to get an idea of who visits.

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LAYOUT IDEAS & CONCEPTS I USED TO BE A GR APHIC DESIGNER

Reviewing sketches through a blueprint style and applying them to the layout above.

Looking at contemporary layout design to define appropriate practices.

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LAYOUT DEVELOPMENTS

RESEARCH - EYE MAGA ZINE

Emailing a creative director of Eye Magazine enables relevant information and knowledge to be put into practice within my work.

Testing out the information that was given to generate creative solutions to this brief.

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LAYOUT DESIGN What it does

Sa ide nossimaio. Lendus. Solorro iur? Quis dus. Il magniet etur sa quisitiate pro molupta quaectiae. Hit ditatiis velignis maximillorem reped que lacestia quis et ipsum eum fugiam ratem. Eliquamus eicidunt es moluptaerio tem sa nonecta temodio beri rest remporiae endae sequisc iatur, aut et est ad eosae mi, quas mintis as quae sam endit etum quist, que int voluptiume por as mo officium nectus ea adi sinctur, quo quatesti dernat aditassed est, iunto volor mod ullo et offic te magnimusam apienimusda dollacc umquassit aut ium fugit offici bea doloritatur aut et re mi, que enist pori ius, odiores dolestionem ilique explit faccum re, conessunt lam voluptis re nosam abo. Et odigenes doluptiis eruptur? Qui cum aute nia es voluptatur? Nosam et, sum consedi tem. Mus et pa nossundelest quae. Nequo quid que volorem accuptatus ipsant qui cust expero dolorendam expe non num eturiti umquid evellan dipsunt haris essit aut ut ullatiu ntiumqu iatur? At laboratat. Is a possincias rerunt. Beatquia deles nia doluptassi non nis nonsendias quatiae.

computer museum Old Apple Macintosh Perfoma 5300

New

L AYOUT DESIGN - FIRST STAGES

Photographed by: James Pentland Source: Computer Museum 4

Using appropriate technologies to demonstrate the work created.

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a friendly guide to using a computer

input Apple Macintosh Perfoma 5300

The book is currently in it’s preliminary stages and has been created through appropriate testing of layout and utilising the creative ideas beforehand.

Keeping the front cover clean-cut and friendly so any individual can pick the book up.

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STARTING POINT

Doc·u·ment a. A written or printed paper that bears the original, official, or legal form of something and can be used to furnish decisive evidence or information. b. Something, such as a recording or a photograph, that can be used to furnish evidence or information.

DOCUMENT or recount an event, a phenomenon or narrative.

c. A writing that contains information.

DEFINITION - PHENOMENON

d. Computer Science A piece of work created with an application, as by a word processor.

Phe·nom·e·non

e. Computer Science A computer file that is not an executable file and contains data for use by applications.

1. An occurrence, circumstance, or fact that is perceptible by the senses. 2. pl. phe·nom·e·nons

2. Something, especially a material substance such as a coin bearing a revealing symbol or mark, that serves as proof or evidence.

a. An unusual, significant, or unaccountable fact or occurrence; a marvel. b. A remarkable or outstanding person; a paragon. See Synonyms at wonder.

4. Physics An observable event. Definition source by http://www. thefreedictionary.com/

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DEFINITION - DOCUMENT

THE TRUTH - QUESTION 12

3. Philosophy In the philosophy of Kant, an object as it is perceived by the senses, as opposed to a noumenon.

Definition source by http://www. thefreedictionary.com/ Mind-map of identifying relevant themes described within question 12.

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VISUAL RESEARCH

Identifying relevant videos to identify contemporary practices within videography.

VISUAL RESEARCH

Looking at appropriate methods of working within mass media culture allows myself to identify distinct features within contemporary and historical practices. Looking at the experimental short film â&#x20AC;&#x2DC;Televisual Manâ&#x20AC;&#x2122; (2006) which demonstrates relevant historical practices to videography.

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IDEAS & CONCEPTS Looking at relevant news sources such as ITV identifies mass media consumerism at itâ&#x20AC;&#x2122;s best.

Looking at the program Dispatches done by Channel 4 shows relevant contemporary practices within the industry.

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TEST VIDEO

TEST VIDEO - CLICK HERE

Testing the idea of relevant knowledge and information captured within mass media culture and merging it together to create a new narrative.

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PLANNING

SELECTION OF STORYBOARDS

Planning the storyboards out for this brief enabled me to structure the creative idea that was going to be visualised through videography.

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EXPERIMENTATION

FAST - 20 0% - CLICK HERE CENSOR #1 - CLICK HERE

Using the professional skill of censoring to create ambiguity within the videos presented.

Above is a screen shot of Censor #2 which can be seen on Vimeo: https://vimeo.com/63943216

CENSOR #2 - CLICK HERE

Above are three screen shots of Censor #1 which can be seen on Vimeo: https://vimeo.com/63943215

Allowing the video to be fasten up shows the progression of mass media culture within video.

Above are three screen shots of Slow - 50% which can be seen on Vimeo: https://vimeo.com/63943214

Above are three screen shots of Fast - 200% which can be seen on Vimeo: https://vimeo.com/63943217

SLOW - 50% - CLICK HERE

Slowing down the idea of video montage allows you to divulge yourself into the narrative and pick up new points that consumers wouldnâ&#x20AC;&#x2122;t of seen.

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USE OF TECHNICAL SKILLS

HANDBR AKE & FINAL CUT PRO X

Using appropriate technologies and processes such as the software above shows self directive learning and skills that are transferable.

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APPLICATION TO AUDIENCES

CLICK THE ICONS TO VIEW VIDEO

AUDIENCE -YOUTUBE & VIMEO

Using the right channels of communication to show this video was crucial so it would be distributed to the right consumer. Link to the video here: https://vimeo.com/63943218

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EVALUATION: ANIMAL INSTINCTS: For the Animal instincts brief, I started off by looking at the definition of personifying. This allowed relevant sources to be identified and define the question that was asked. From this looking at appropriate research from historical sources such as the Harvey trailer in (1950) and a more contemporary music video done in (2012) allowed myself to look at sources that were not only relevant but a back catalogue of research that was appropriate to the work I wanted to produce. After reviewing this research looking at more recent programs such as Dogging Tales and a lecture done by David Brooks implemented visual research in a sketchbook to be presented of how personifying the idea of an animal such as a rabbit in a everyday to day human situation was a original creative idea. Relevant knowledge through this development allowed experimentation through a test shoot in which utilized and generated photographs through a Canon 60D SLR in which the photos were then edited through Adobe Photoshop in which allowed professional technology to be utilized to edit these photos and to test the idea of editing. However, through this development active failure was achieved, due to over editing certain photographs in which was learnt and developed from in which could then be applied to my further work to come. Furthermore, this allowed replanning through a visual sketchbook in which relevant knowledge was gained to photograph the final work.

This allowed many photographs to be shot in different locations using an animal mask of a Rabbit. Placing the idea into human context such as Waitrose and other various locations to create the basic human instinct within a field, in which worked successfully. Through this experimentation within computer aided programs allowed testing of professional skills in which was a great development and learning curve but in the end making the images look 3D was not suited for this brief as it made it too difficult to look at the photographs and took away the original concept of just a basic human day out as an animal. Finally, the photographs were taken in a RAW format in which allowed professional skills to be demonstrated and applied to the editing which was much more simplified in which was self taught earlier from the mistakes made. From this, the application of audiences and the intention was to put it on viral sites such as Tumblr and Instagram in which has already racked up around 500 likes and is still ongoing. In which shows that this brief was not only successful but something that should be carried on within the next forthcoming months. Overall, this brief was a success and a continued one in which after speaking to Courtney Golightly we plan to extend both the ideas produced for the animal instincts brief and combine our work together to create a book. Our main intention is to then self publish the book and pitch it to local companies within the UK to be distributed to a wider audience in the near future.

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EVALUATION: WHO WEB THAT:

For the Who Web That brief, I started off by looking at the relevant definitions of emulation and insinuation in which allowed me to look at relevant information to how processes and imitation can be involved within this brief. From this, looking at artists such as David Carson and Barbara Kruger were influential into the progression of relevant issues that were discussed within their work in which allowed me to also look at contemporary practitioners such as Bill Gates and Steve Jobs who play a vital part into the development of viral communication. After, reviewing this research the idea of Chinese Whispers was suggested due to the fact of viral communication can sometimes be distorted or changed within behaviour and the insinuation of what may have been said was an important topic to look at. This involved relevant knowledge and information provided by visual research in which enabled myself to define correctly what to look at. The idea of viral communication through distortion and serial copying was two of the main sub-ideas for this field in which visual sketchbook work and experimenting with different processes allowed developments and utilized testing for the generation of these ideas. However, after experimenting with different concepts for the idea of distortion within text and relating it back to a book within communication I decided to change my idea completely and go back to visual research in which was done due to the fact of going off into a tangent and in my mind not correctly answering the brief.

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From this, visual research of layout by Jan Tschichold who created the Golden Ratio in which was relevant to the idea of page proportions within design was an important and influential person to look at. Furthermore, after a talk by Ben Branagan in the first semester of year two reminded me of the book on ‘Contemporary Russian folk artifacts’ in which the layout was crisp and clear to read and was supported by a museum. This triggered me to contact a computer museum in Cambridge which at first wasn’t successful by email as they were currently moving to a different location but then got cleared the second time by the curator of The Centre for Computing history in which a book would be created containing their computers and layout of books such as ‘I used to be a graphic designer’ and ‘Contemporary Russian folk artifacts’ was the layout they wanted. This allowed experimentation within testing page layout in which I decided to email one of the art directors of eye magazine in which getting a reply to their layout and grid’s was a great way of generating creative ideas and utilizing this within my own work. Finally, I have preliminary started this brief as it is currently an unfinished piece due to the curator being in hospital which has put me back for this hand-in but will be completed within the forthcoming months. My intention is to finish this book with the idea of using ergonomics of ‘a friendly guide to using a computer’ in which will involve three chapters of: input, the stage of computing and user interaction in which will be designed, photographed, printed and commissioned under my name to the museum to be sold within their gift shop and shown to all their museum visitors at the end of the tours and all the photography taken of the computers to be put under my name on their main website.

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input What it does

Apple Macintosh Perfoma 5300 Photographed by: James Pentland Source: Computer Museum 4

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EVALUATION: THE TRUTH , THE WHOLE TRUTH: For the truth the whole truth and nothing but, I started off by identifying relevant themes within a general mind map and looking at contemporary and historical research into the theme of Madeline McCann. From this, news sources such as ITV and the dispatches program on Channel 4 was important to look at because the main intention of the idea I wanted to do is to piece together two bits of news footage and create a new narrative. From this, basic testing of video work was done and experiments within the program of Final Cut Pro X to continue the learning and development of new softwareâ&#x20AC;&#x2122;s and self directly learn in which was started upon in the first semester of year two. This allowed planning of ideas to be created in which enabled myself to structure two pieces of footage together to create a new narrative and execute a creative idea. Experimentation of videography was important to look at censoring and speeding up and slowing down bits of video due to the fact that censoring leaves an ambiguity within work due to not clearly seeing the personâ&#x20AC;&#x2122;s face and slowing down footage to get expressions in which slowing down the video creates a new narrative within itself and enables mass media culture to be closely examined through knowledge and application from research before. The use of technical skills allowed experimentation of appropriate technologies and allows self-directive learning and skills that will be transferable in third year.

Overall, the main intention for the video was to create a new narrative from two pieces of footage that were used within mass media culture. This was a successful outcome in which using the right channels of communication such as YouTube and Vimeo to publish this to the right consumer who watch the news has now been put live online.

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BIBLIOGRAPHY:

All Things Digital (2007). All Things Digital 5 [online conference] At: http://www.youtube.com/watch?v=_5Z7eal4uXI (Accessed 12.04.13). Arkhipov, V. (2006). Home-Made: Contemporary Russian Folk Artifacts. London: Fuel Publishing. BBC. (s.d) At: http://www.bbc.co.uk/news/ (Accessed on 14.04.13). Brooks, D. (2011). The Social Animal [online conference] At: http://www.youtube.com/watch?v=rGfhahVBIQw (Accessed 11.04.13). CNN. (s.d) At: http://edition.cnn.com/ (Accessed on 14.04.13). Coffee Films. (2006). Televisual Man [online short film] At: http://www.youtube.com/watch?v=E0QI09oWnpY (Accessed 14.04.13). Computer Museum. (s.d) At: http://www.computinghistory.org.uk/ (Accessed 14.04.13). Dictionary, Encyclopedia and Thesaurus. (s.d) At: http://www.thefreedictionary.com/ (Accessed on 15.04.13). Dispatches, Searching for Madeleine (2008). Channel 4: 18th October. 21:00 hrs. Eye Magazine. (s.d) At: http://www.eyemagazine.com/ (Accessed on 14.04.13). ITV. (s.d) At: http://www.itv.com/ (Accessed on 14.04.13). Karp, D. (2009). Tumblr. At: http://www.tumblr.com (Accessed 13.04.13). Kiosoglou, B. (2013). I Used to Be a Design Student: 50 Graphic Designers Then and Now. London: Laurence King Publishers. Koster, H. (1950). Harvey [online video] At: http://www.youtube.com/watch?v=dWmc_XRpa9U (Accessed 14.04.13). Kurzweli, R. (2007). The accelerating power of technology [online conference] At: http://www.youtube.com/watch?v=IfbOyw3CT6A (Accessed 11.04.13). Maguire, L. (2013). Dogging Tales [online documentary] At: http://www.channel4.com/programmes/dogging-tales (Accessed 10.04.13). Masniak, M. (2012). Bunny, Totems [online music video] At: http://www.youtube.com/watch?feature=player_embedded&v=xvaBbd_R0vE (Accessed 12.04.13). Pollock, D. (1995). Masks and the Semiotics of Identity. UK: Journal of the Royal Anthropological institute. pp.581-597 Singer, G. (2013). Lost in the Bedroom [online music video] At: http://www.youtube.com/watch?v=fTJ2XkX7YRQ (Accessed 14.04.13). Stanic, Elena. (2010). Atlas of Graphic Designers. London: Rockport Publishers Systrom, K. (2010). Instagram. At: http://www.instagram.com (Accessed 15.04.13).

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BIBLIOGRAPHY II: Tschichold, J. (2006). The New Typography. California: University of California Press. Vimeo. (s.d) At: http://www.vimeo.com (Accessed on 15.04.13). YouTube. (s.d) At: http://www.youtube.com (Accessed on 13.04.13). MUSEUMS VISITED

Barbican British Museum Pitt Rivers Museum National Gallery National Portrait Gallery Tate Modern The Design Museum

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