‘CONVERSATION’
JODIE HIRST
CONVERSATION
BREIF: A CONVERSATION Consider the conversation creative industry professionals have with the notion of communication, technology and society. We also want you to consider the most appropriate mediums for presenting this ‘Conversation’: Posters, Fanzines, Book, Magazine, E-zine, Manifesto, Marketing Strategy, Direct Mail, Advertising Campaign, Advertisements, Copy, Photography, Social Media (Facebook, Twitter, Instagram, You Tube, Vimeo, Vine, etc…).
Considerations:
Where is the most important place for the conversation to take place? How will the conversation be heard? Who will your audience be? What are your aims? Who will benefit?
Aims:
Undertake creative and ambitious research. Develop a brief through research and development. Examine the conceptual and aesthetic potential of “a conversation”. Innovate and explore technical parameters. Create a contemporary portfolio piece. Make your chosen audience pay attention to your work.
Requirements:
A portfolio of designs involving a high degree of creative and technical skill and also market justification, in which There is a clear reasoned and personal response to the requirements of the brief. Background material in the form of research and concept development will be of a high standard and will clearly support the final outcome. Each assignment will incorporate a high degree of finish and presentation, with all aspects of the brief taken into account. Take time to develop ideas and experiment with different media, materials and technologies. What’s the most important conversation for today? What’s the most important conversation for the future? Who will you speak to? What is the message? Through the application of your chosen practice you are asked to research and develop a visual outcome that centers around the idea of ‘A Conversation’. Basic examples or starting points you may want to explore could include: Consider the conversation between yourself and technology, the internet, phone apps. Look at current social behavior, group activities, communities, lifestyles, conventions, business, leisure, play. An external, political or social conversation that you may support or contest.
CONVERSATION
WHAT IS A CONVERSATION? A conversation is an act of interactive communication between two or more people usually spontaneous or unplanned, although excepted when arranging meetings for business or personal reasons. Typically a conversation occurs in spoken communication through speech or sign language to accommodate impaired hearing problems in some people. Conversation through spoken or sign language is a way of talking to others socially, usually it’s informal as appose to e-mails for example. Conversations usually involve expressing and the exchange of opinions, ideas, new information or thoughts and feelings. Questions are asked and then responded to. Conversation is typically identified as spoken language because written exchanges are not usually seen as ‘a conversation’. In our modern day digital ways of having a ‘conversation’ are increasing more popular than verbal communication, face to face with one another or in a group. Social media platforms and e-mailing systems are now a part of everyone’s life through
all generations and now communication and ‘a conversation’ is seen as being all types of mediums including written. all generations and now communication and ‘a conversation’ is seen as being all types of mediums including written. Ways of communication -verbal -non-verbal -writen
CONVERSATION
CONVERSATION
Create a series of posters as part of a campaign outlining our relationship between ourselves and technology
digital vs verbal
Create and brand an app for a new social site
INITIAL IDEAS
Use the relationship of the people talking, to determine the feel of the conversation based on the noise using sound waves on vinyl records or other mediums.
Using colour to represent the mood of the conversation
Create a range of different illustrations based on the different topics of communication using for example colour, line, theme or shape for topics such as gossip, culture or politics.
CONVERSATION
CONVERSATION
JWT 100 FUTURE 01 Everything is Retail
In 2013, shopping was becoming increasing more popular to be done online, physical shopping was in decline and online Internet shopping was on the continuous climb. The prediction JWT made was that eventually, due to the digital connectivity online, everything you can imagine will become available online. This to an extent is true, now shops like Boo Hoo and Misguided who never started with shops but instead sell online, these are massive competitors to the physical branded shops that have transformed themself into the online platform of the retail world to keep up with the growing market in the technological world.
02 Food as the new eco issue
In 2012 we were becoming more concerned with the food we consume as stakeholders, brands and originations pushed for awareness. “Sustainable” was the word on everyone’s mind. We are being educated more in what we eat and how this is effecting the environment and our bodies, for example the recent debate on the price of milk in Asda. Asda were paying their dairy providers too little so that the milking farms were not ‘sustainable’ on the sort of income they were receiving.
03 Mobile device as everything hub In 2009 the availability of wireless internet and connectivity increased, phones began expensive and then dropped in price in the early 2000’s, then the invention of smart phones resulted in the cost becoming affordable. It was predicted that by 2015
mobile devices will contain multiple applications ready for us to, watch, learn, play and interact at the touch of a button. For example the launch of smart TV’s the convergence of surfing the Internet and playing games all on your TV.
04 Going private in public
In 2013 JTW saw our society as ‘living publically by default’, meaning that we were adapting to having our lives lived publically and everyone knowing about our private situations. However they also believed that social media was giving people a sense of privacy just by making their public’ profile private with settings. However with things progressing as they are people are struggling to keep the privacy vs. public on an equal balance and the anonymous usage to a minimum. This causes some problems when it comes to Internet trolling, which is becoming easier to do and get away with.
05 Buying the experience
In 2007 JTW believed that experiences were taking over the need for “must have’ objects. They saw that people wanted to experience something, as the need to ‘do’ and not ‘have’ grew stronger. Although people want the social experience they also build loyalty and trust based on the experience they have with a brand and the way that experience goes for them. For example, Coronation Street has a set that audiences are able to visit. They may brand on TV, online and by other mediums but giving audiences some thing to experience and talk about.
Sharing experiences and thoughts gives that brand more exposure.
06 De-teaching
iIn 2011 JWT believed that people would use a device and then switch it of to use another or use a device in a way that’s effective, however the concern now is that we are so immersed in technology and its uses we cant distinguish whether we are using the technology to our advantage or disadvantage. Some believe that technology used in some ways can have a bad effect on us as well as a good one in some instances. For example, when two teenage boys attacked a smaller boy and tortured him, the media blamed this influence on violent video games. Can we ever prove this effect can happen? Or is this just our growing concern getting the better of us over the power and influence of technology especially on the young people.
07 Predictive personalisation
i2013 was when data for brands was becoming more accessible, meaning they could start to predict consumer behavior and what they would want. However now the data they collect is becoming more precise making it ever easier for trends and behavior to be predicted. It means businesses can be a head of consumers, always making money by giving them what they want. A challenge they faced was doing this without setting off privacy fears about invasion. This can be done by the use of cookies online giving you adverts based on your Internet history.
08 Queen trumps king
JTW predicted that with the rise in gender equality such as empowering women in education, the workplace and at home, women are gaining equal rights in business and money. They think that this growth in empowerment is rising from the younger generations in education. I believe this is true and I think its already being enforced. Although feminists are still growing strong the ‘mans world’ image is well and truly demolished in my vision of the world.
09 Re-tooling for the aging world
In 2010 the world populations expected age was growing older making business and brands cater for their needs keeping them as independent for as long as possible. The newly aging world means that they have to adapt more and cater for them, having to rebrand for aging all together. In my opinion although simplified, the older generation are starting to grasp technology more than they would have done 15 years ago, due to it being such an essential part of life now.
10 Coo-prative consumption
Sharing is a huge part in our society now due to social media, this impacts businesses in a branding and awareness factor as they need to find ways to brand a company by getting the audiences sharing and talking o social sites, this has the most captive audience. It’s proved that ad campaigns done through social media rather than print mediums work better in today’s society. All business now need an online presence in order to be passed around via social networking.
CONVERSATION
Physical retail shops are forced to change their ways of business from physical to digital; to cater to the consumers that live in the technological age we do today. This is purely due to the movement of technology, the fast paced life of quick messaging, sharing and communication at the touch of a button. It’s evolved into everything wanting to be at a touch of a button and that includes shopping. Retail hasn’t just stretched from store to online, its expanding from online website to social media sites. Social sites have proved to be the most
Effective way to pass information along for a long time. This has resulted in people selling objects, clothes and technology online to other people on those sites, whether they are complete strangers or live around the corner. This can be both convenient and quick or even just to grab a bargain. The majority of people check social sites everyday at least once if not more, where as they may only visit a shopping site every once in a while the chances of impulse buying increases, making it a brilliant platform to sell new and second hand products.
Retail is everything is linked into this prediction of buying the experience JWT Predicted. It seems that because everything is digitalized, physical shops have to make shopping experiences in store more of an experience. For example using the stores decor, providing amenities like Wi-Fi, again people constantly wanting to be connected to the world around them digitally and this invitation draws them into a store, but also making customer service personalized and specialized. Retail can be seen as a third space, this implies that although stores can
give customers an experience , they can’t match the satisfying, personalized and fun experience that e-commerce can. The extremes some stores have had to go to enabling them to grab the consumers attention back into stores and off online shopping was ideas like advertising special events and sessions. For example in Chicago Nike fitness club, the store selling Nike merchandises Started offering free fitness sessions in store. Business are desperately trying to involve their audience and get them talking to come into stores.
CONVERSATION
The name suggests that rather than teaching someone to do something we have to ‘un-teach’ someone. This is how I interpreted it at first and in some ways its right. JTW believed that technology would soon become something that was used so frequently people wouldn’t be able to distinguish the difference between technology as an advantage to a task and a disadvantage to a task. For example as research for a project maybe it can be a good thing but using just the internet and not the library for books limits their research, therefore could result in someone not getting some data that would benefit their task in hand.
I believe that de -teaching is a coming event and I think its among us now, the technological generation see technology as nothing but an advantage, however that’s because they don’t remember or didn’t experience a time when technology wasn’t so advanced and experience the different ways of working that can help in a better way. We have to learn to use technology to its advantages but not let it ruin our society. For example 3 year olds being able to use IPads, they should be playing with educational learning toys, however some argue this for and against this. There will always be a debate when technology is involved.
Originally if you wanted to search the web, play music and watch TV you would need 3 separate devices to do this all at the same time. Where as now all three can be done on the same device at the same time. It started with mobiles incorporating music, cameras and then the ability to watch TV and play games. Its now so advanced you can set up connections such as emails, downloading and streaming, the list is endless. Then came the applications, they have recently changed how we live. Apps are short hand ways of using a browser website but this seems to be a quicker easier way to approach an online site.
Its now possible to not need a phone to ring a taxi but to use an app to order one that’s near your location, this is done through trackers in the taxi cars you can see where they are. This is something that could not be thought of a few decades ago. Everyone is rushing about, urgent in this society and because of this the technological advances have had to keep up, making the devices smaller more compact, as well as quicker and easier to use. The mobile being the hub of everything has being a big factor in social media, it’s so accessible that everyone uses it everyday creating a bigger and more popular network online.
CONVERSATION
TECHNOLOGY
Here is a way of breaking down the process into a way that is more understandable for me... I imagine I am focusing on the Internet of things based on the development of household technology. Thermostats and heating can be turned on using mobile devices without being in the house; appliances can be turned on using the same technology. Cameras and sensing technology is more advanced.
INNOTIVE
Imagine the connected home, a smart hub senses a certain time, that you have to set when first purchasing the device that doesn’t then need touching after, the smart hub activates your coffee machine to turn on and make you a coffee automatically, this happens at the same time that your alarm is set off, no setting of alarms every night. Then lights and heating detect that you have left your home so turns itself off, the security camera system outside senses you and activates itself.
DOMAIN
APPLICATION
The alarm has being set off using software within apps on your phone, the coffee machine turns on because of the interface using machine to machine technology, the heating and lighting are also powered by software and interfaces to your phone as well as motion sensors. The security system outside works via sensors tracing your movement through the camera
The application is what the whole cycle does to the objects. It’s automating the coffee machine and the alarm clock so you don’t have to do it yourself, it can be set and left. The appliances are connected and again applied by the automatic feature. The home security is a feature of the camera and the heating and lighting. This is the result it keeping your home safe from strangers and from internal danger.
CONVERSATION
THE INTERNET OF THINGS
In 1996 the worlds billions of computers connected via the World Wide Web, this was the Internet of computers. Then in 2008 billions of people started to interconnect through their advanced mobile devices and social media took off, this was the Internet of people. Its now 2015, billions of objects such as cars, bulbs, appliances are connected via the Internet, this is the Internet of things... What is meant by this is that its not just people connecting to each other via the internet anymore appliances such as a kettle can now be turned on through a mobile phone ready for when you walk into the kitchen, no waiting. Lights and heating can be turned on and off. via mobile devices through internet connections. It’s no longer a connection of people its a connection of things. The Internet of things is made up of 4 main factors, these factors have a purpose and all contribute to each other’s success:
Technology is advancing in all departments connecting countless objects. This then calls for businesses to be innovative, to create new and exiting technology suitable for keeping up with the times and adapting to the advances. The domains, such as the Internet is then the factor that connects these innovative products from the creators to the consumers creating an ‘internet of things’, this also involves things like interfaces and networks. To get these things connected to the web there has to be a way of working to do this, hence the Application, this involves how the object being developed will effect the environment it will be used in. The information from online is collected about the consumers habits the controlled and monitored to then start the cycle again and create technology for the consumers
CONVERSATION
- UNBRANDED - WELBEING - ME TOO Vs ETHICS - CORPRATE RESPONSABILITY
- GAMING - SOCIAL MEDIA - MASS MARKETING
EXPREMENTAL SPACES
MINDFULNESS
CULTUE
BRAND
INNOVATION TECHNOLOGY
TACTILE INTERNET
- REMOTE EMOTIONS - INTERNET OF THINGS - CONSUMER INTELEGENCE - CONNECTIVITY & COMMUNICATION
CELEBRATING SERENDIPITY
- COGNATIVE DATA - MORTAL BEINGS - REAL ASPIRATIONS
CONVERSATION
DIFFERENT TYPES OF COMMUNICATION
CONVERSATION
VERBAL Verbal communication is one that has being around since the start of human race. Its how we talk to other people in life, its how we learn, love, live and teach. Without verbal communication there would not be the evolution of other communications in the first place. Without verbal language there would be no written language available to use in online conversations. The English language or any other language would not exist. The worry in today’s society is that verbal communication skills are lessening and people are finding it easier and more comfortable to communicate digitally. Someone who has already developed social skills and is in the line of business using both verbal and digital communication would be happy with this change but a developing child using technology, rather than playing with other children, means their social skills weaken and this will cause problems in later life. The worry being that eventually when the generations that can do both are extinct, the rest of the population will settle for this idea of only using digital communication and the world will unrecognizable.
CONVERSATION
DIGITAL This in today’s society goes alongside the ‘emoji hype’ and actually is the key platform it was created on and continues to go on. The huge impact of technology and social media on us has meant that the amount of online communication by conversations via instant message and mobile texting has rapidly increased in the past 3 years. The big debate is about how we are becoming too interested in our phone and not interacting with each other verbally face to face. Instead we prefer to text, it’s easier quicker and less effort we say? It’s also damaging our social skills and in generations to come the problem will only continue to grow. However some people believe this revolution is good for us. It’s speeding our world up and connecting us internationally in seconds, allowing us to share more of our private life’s online. Making advertising easier and more directional towards us, making more money All in all there are two ways you can think of digital communication but it defiantly causes debate for whether the majority of communication being
CONVERSATION
MUSIC This may be a form of communication that is by passed quickly, if even thought of at all. Music and lyrics is actually a really important means of communication, it’s just a more creative way of doing it. All songs have messages, they have stories and most artists write about their own experiences usually resulting in the song being to someone, about someone or for someone. When people listen to music, even if their singing the lyrics they don’t actually think about what the lyrics mean or the message they are trying to portray. Instead it’s a good song to sing at 3 am in a night club, drunk. Even the loudest, bass driven songs have conversation hidden amongst them.
CONVERSATION
EMOJIS In the 21st century emoticons are used more than ever, they were released 5 years ago in October of 2010, at first people were cautious of using them. The faces and emoticons represented certain things and people were un sure on how to use them, it took a few years for the younger generation to start using them and then came the older generations hooking onto the craze. They are so popular now people can have a conversation just using emoticons with no text to contextualize the meaning of the symbols. They are so well known around the online platform we just have to see an emoji to know what it represents. So much its even started to be used in advertising, McDonalds used emoticons and only emoticons to spell out a message in one of their latest advertising campaigns. In todays society this kind of up to date technique will appeal to people and get them talking, therefore getting them craving a McDonalds and making the marketing technique work.
CONVERSATION
SIGNS Signs are a more traditional way of communicating to people, but these kind of signs speak to people on a mass scale, rather than an emoji being directed at someone in a one on one online or text conversation, signs are placed to give everyone who passes it a message, an instruction or a warning. These types of signs have been around for years, there are many places you find these kinds of signs, all public places for example, tube stations, pubs, restaurants, theaters, shops and road signs. Warning signs may be seen in labs and high-risk places. Although this may not seem like a way of conversation, but there actually similar to emoticons, just more traditional. It would be very easy to create a visual conversation with these signs because of the vast variety there is. The signs are universal; they are used internationally meaning that this can break the language barrier, something that emoticons also do. Maybe were missing a trick here and this could be a way of
CONVERSATION
KEYWORDS Conversation
Hidden
Society
Speech
Communication
Obvious
Audience
Interactive
Digital
Technology
Acceptence
Social Media
Verbal
Face to face
Gratification
Formal/Informal
Written
Topic of conversation
Place
Time
CONVERSATION
CONCEPTS 1
My first idea is about how in todays society we all do things for gratification off others, for example we cant do anything in our everyday life’s without documenting it on social media, resulting in praise and acceptance. My idea is to explore this further into the idea of the virtual world, the way we all put on a fronts and make social media a platform for showing off and making people think your life is great even if it’s not. It’s an escape for a lot of people, and I want to explore why this is?
2
My next idea is based around the idea of not the conversation topic itself but between the two people having the conversation and their relationship to each other, as this is also a contributing factor to how the conversation goes and feels. The idea is to explore into how the person your talking to affects your thoughts, feeling and emotions during a conversation, for example talking to your wife as appose to a teacher or a business partner. This type of visual could be represented using many things such as colour connotations and line and shape formations.
3
Another idea I had was about looking a peoples interpretations of things, in theory practice we have looked at the open works and how interruptions are always different no matter how similar the person, the idea was to ask people to look at the same cluster of clouds and ask what they see. I could then represent this using print, drawing what they said they could see, this would also produce a series of illustrative posters all linked together by a sentence in typography print indicating the idea of interpretation.
4
My last idea was about how the topic of conversation can differ, whether it is about celebrity gossip or even personal gossip, politics, culture of what was on TV last night. I thought about showing these different topics through vector illustrations and a series of posters to show the same style but contrast depending on the topic, the colour and the object form.
EVERY HUMAN SEEKS ACCETANCE
CONCEPT 1
“EVERY HUMAN SEEKS ACCEPTANCE”
EVERY HUMAN SEEKS ACCEPTANCE
EVERY HUMAN SEEKS ACCEPTANCE Society today is worlds apart from what it used to be, we now seek acceptance. This is a sentence that may mean many different things to different people but it has one core idea. Humans behave and socialize in a certain way in order to gain acceptance from every other human. Whether it is through our clothes, our topics of conversation, our attitude or our behavior. It’s all done through the hope that we are liked and feel part of society. The reason we are worlds apart in society than what we were maybe 15 years ago is because we seek acceptance but through a platform known as social media. The younger generation and now spreading to the older generations, as technology is longer around, use technology to hide behind. We have a virtual identity that we can use to create a whole new persona and no one knows any different. This brief is about exploring the idea of people feeling the need to seek acceptance in everyone else through the use of technology, social media and the ways in which within them they achieve this. But also the continuances on not being accepted and what this can do to your social hierarchy.
EVERY HUMAN SEEKS ACCEPTACE
PRIMARY RESRCH When thinking about the idea of looking into the big conversation that’s current to this generation of ‘every human seeks acceptance” I realized that this could have multiple meaning to different people and it may also result in people having different opinions on the debate, whether they think the statement is right or wrong or if they think the idea of it happening is right or wrong, this is something I wanted to explore so here are some profiles of some individuals I asked to answer my question... What do you think’ every human seeks acceptance” means and how would you respond to the matter? After asking people of all ages, from different background and different interst i found a commn theme. everyne beleive that the younger generation were being th most influenced, however that waent the onl resonse, adults were also being influcnced by the growing need for acceptence using online social miea, for example parents postnf selfies and constant rants on facebook for everyone to see and strike ocnversation and debate. although the youger generation are a common theme, there not the only ones being influenced.
Luke Hirst Age 22 Law student
Everyone has the inherent desire to feel safe and secure, and human behavior revolves around the need to garner that sense of physical and emotional security. “On a deep emotional level, feeling approved of makes us feel secure with ourselves as a person. There is a huge degree of inner peace and security connected to feeling good about who we are.”
Oliver tooth Age 19 Music student Everyone, regardless of his or her thoughts or actions, seek acceptance. The young generation of today mean well. For example, I often see a teenager in town give a sandwich and a bag of crisps to a homeless man sat in the doorway of a disused shop. My bet is, they go home and tweet about it, or put a post on Facebook. Not to boast about how much of a ‘good person’ they are, but to perhaps subconsciously, receive praise and approval for their actions. We live in a society that seeks reward for good behavior. We’re taught it from a young age, “be nice to your sibling and you can pick some sweets out”. I believe that although we don’t intend to, our actions are perhaps shaped by the reward and gratification we’ll receive from them. Jodie hirst Age 19 Graphic Design student In todays society, especially in the younger generation, everything is done for a social purpose, people don’t just do a good deed and then leave it there, it has to be known, tweeted about, explained in a status, all done to generate conversation though social media and about the person posting. Everything we do down to what we wear, how we do our hair and how we behave, whether that is who we are or who we are pretending to be, is done to be accepted by others. As part of the younger generation myself, it baffles me. I don’t see why people need the acceptance of people they see maybe once a year or bump into in the street.
EVERY HUMAN SEEKS ACCEPTANCE
Sheree Riley Age 41 Mother and housewife
As a mother I think that seeking acceptance has been more present in the younger generation now more than ever, I’ve seen it in my own kids. Posting things online that actually don’t have a point, but the point is that they get praise or acknowledgement. I think everyone does seek acceptance, primarily in the younger generation, but ultimately everyone wants to be liked and accepted I just don’t want the need to grow out of its depth and take a turn for the worst. At the moment its manageable as a parent I think.
Becky clark Age 19 Graphic deisgn Student
I believe that every human seeks gratification because of society, cause trends influence people and you feel that if you are not keeping up with trends that you are the odd one out. Like even with Facebook and Twitter and things like that, you think about what you post and write so that other people don’t criticize you and so that they accept what you think. It’s all about being conscious about others. I don’t want to be a sheep but I also don’t want to be bullied because I’m very different. It’s the easy life fitting in I guess.
EVERY HUMAN SEEKS ACCEPTANCE
MASLOW: THE HIERARCAY OF NEEDS ( SELF ACTUALISATION) Dr. Abraham Maslow (1943) hypothesized that a ‘hierarchy of needs’ motivates humans. Individuals must be satisfied with the bottom levels of the hierarchy before moving up levels to make it to the top (self actualization)
SELF FULFILLMENT
To the right is the hierarchy of needs Dr. Maslow devised.... The theory suggests: Humans must pass lower levels to move up and once this level has being satisfied the motive no longer motivate the individual, however the need is always present. Maslow describes self-actualization (individuals that have made it to the top of the hierarchy) as: -Being realistically orientated -Accepting of others for who they are - Spontaneous in their thinking, Behavior and emotions - Problem centered not self-centered - Need privacy - Independent and able to stay true to themselves even through unpopularity - Have meaningful relationships with Few people - Are democratic and judge as Individuals - Highly developed ethics - Resist conformity to culture Humans described as ‘knowledge workers’ usually have no need to worry about physiological or security needs as these thing no longer motivate them its the higher levels that do in todays society for example love.
inovtion oppotunities, hight level
SELF learning & Challenging Projects ACTUALISATION
RESPECT OF OTHERS
GIVING AND RECEIVEING AFFECTION
ESTEEM Self esteem needs LOVE Social need
A HARNESS
SAFTEY Security needs HUNGER
PHYCOLOGICAL Physical survival needs
important projects, Rcognition of strengh, status
acceptnce, grouup member, love
eoomic and physical safety, comfort, peace
water, food, slep, sex, excercise
EVERY HUMAN SEEKS ACCEPTANCE
MASLOWS HIERARCAY OF NEEDS TRANFORMED (ALDERFER”S) It was then seen that Maslow’s hierarchy of needs doesn’t work on all personalities. Alderfer came up with his own hierarchy with only 3 levels, Growth, Relatedness and existence. However Maslow argued that again this doesn’t work depending on all personalities, they worked with introverts and extroverts, reorganizing both diagrams to come up with a combine effort of Maslow and Alferder. This was to say that the way these two types of personalities react to each stage of motivation is completely different, as an introvert would motivate by getting into a group and extrovert would seek what value they had to the group.
The Institute for Management Excellence (2001) suggests there are nine basic human needs:
Nohria, Lawrence, and Wilson (2001) provide evidence from a sociobiology theory of motivation that humans have four basic needs:
(1) Security, (2) Adventure, (3) Freedom, (4) Exchange, (5) Power, (6) Expansion, (7) Acceptance, (8) Community, and (9) Expression.
(1) Acquire objects and experiences; (2) Bond with others in long-term relationships of mutual care and commitment; (3) Learn and make sense of the world and of ourselves; and (4) To defend ourselves, our loved ones, beliefs and resources from harm.
Ryan & Deci (2000) also suggest three needs, although they are not necessarily arranged hierarchically: 1. The need for autonomy 2. The need for competence 3. The need for relatedness.
WHAT I REALSED... Researching through Maslow’s hierarchy of needs I agreed with what he said and how he put the diagram in the hierarchy, however laooking deeper into the human motivation theories I found that many different physiologists and Doctors had different options of what human motivation consists of but one they all have in common and agree on is that within human motivation, love, affection and acceptance by society is interlocked into every one of them in some way.
EVERY HUMAN SEEKS ACCEPTANCE
THE NEED FOR ACCEPTENCE ON SOCIAL LEVELS By this it’s meant that people are defined by the brands they wear, we see a connotation of a brand and assume a person is like that, or we see that someone isn’t wearing a type of brand and assume they cant afford it and this can single out some people.
LIVING OUR LIFES THROUGH BRANDS
PACK MENTALITY
In society having a circle of friends is something that everyone wants, it makes you feel wanted and again accepted, if you are out of this friendship, this is when you can become singled out either because of the way you are, behave, dress or many other factors. Friendships cause pack mentalities. People form groups and we need that acceptance
FRIENDSHIP
DATING
BULLYING
A pack mentality is something usually referred to as a dog instinct but actually in todays society it’s seen that it’s also in humans. If someone for example is being bullied and picked on about something it seems that the majority of people will join in or if not will isolate that person anyway.
Dating in todays society is a lot different from a few years ago, it was all about taking someone out for a date and meeting them in a pub or at work, now its about meeting people online all based on looks. People are judged on appearance before they even get to speak to anyone; on sites like tinder this is a huge acceptance seeking social space. The pictures people post are provocative, they are subjective to both male and females and this is how people get ‘likes’ as it were and start to interact with the opposite sex. If you don’t conform to the normal image people would post, you become unsuccessful in finding people.
Bullying is the big consequence of not having acceptance, this happens to people who subvert the stereotype of their certain generation. Although being different sparks the majority of bullying, it can also flame from jealousy, insecurity, and also problems at home.
ALL THESE THNGS FACTORS ARE CONNECTED AND ENHANCED BY ONE THING, SOCIAL MEDIA... Social media is something that fuels all these factors of acceptance needs. This to me is because online people can ‘gang’ up on someone and say whatever they want because there behind a screen, they cant be touched and that brings out confidence in people, they say things they wouldn’t normally say. Things can be taken the wrong way, they can be angered easily and young people are too naive to handle this. They see social media a vent and they don’t think that anything they say has consequences.
EVERY HUMAN SEEKS ACCEPTANCE
“NEEDS DIFFER DEPENDING ON CHRECTERISTICS OF HUMANS”
EVERY HUMAN SEEKS ACCEPTANCE
THE 4C’s- Cross Cultural Consumer Charecterisation Young & Rubicam (2001) ‘There are 7 kinds of people in this world” Young and Rubican took Maslow’s idea of a hierarchy of needs and looked at everyone else’s theories for human motivation and came up with a result. A segmented system thoughtful enough to separate all mankind and understand all basic motivations. Young and Rubican asked what brands people bought and how they felt about it, this gave the system a deeper understanding of the appeal of those brands. The system took into account different countries and cultures not missing any aspect of life on earth. The separation was due to a persons core motivation. I wanted to comment on how Young & Rubican devised this system with an input from the brands people buy and wear and why? This links to the reason I have looked into this case, how people behave in today’s society including what they wear, like brands, and why. It’s to fit in, to be accepted. This idea suggests Maslow’s hierarchy is correct; we do seek acceptance and love.
THE REFORMER “Don’t tell me what to do or what to think” says the Reformer, valuing their judgement. They’re the most anti-materialistic of thecatagories, precived as interlectual. They are socially aware, and pride themselves on tolerance. seeking out the authentic and the harmonious, seen at the leading edge of society. However, unlike Explorers, they won’t buy things just because they are new. Their core need in life is for enlightenment. THE EXPLORER They’re driven by a need for discovery, challenge and new frontiers. Young in nature, if not in reality, Explorers are often the first to try out new ideas and experiences. They respond to brands that offer new sensations, indulgence and instant effects. In short, difference is what they seek out. Their core need in life is for discovery
THE MAINSTREAM These are people who live in the world of the domestic and the everyday. A daily routine is fundamental to the way they live their lives. Their life choices are ‘we’ rather than ‘me’. As their name implies, they are the mainstream of society. They are the largest group of people within 4Cs across the world. They respond to big established brands, to ‘family’ brands and to offers of value for money. Their core need in life is for security
THE RESIGNED These are predominantly older people with constant, unchanging values built up over time. For them, the past is bathed in a warm nostalgic glow. They respect institutions and enjoy acting in traditional roles. Their brand choices are driven by a need for safety and for economy. They choose above all what is familiar to them. In life, their aim is basic: it is to survive. THE STRUGGLER Strugglers live for today, and make few plans for tomorrow. Others often see them as victims, losers and wasters aimless, disorganised people with few resources apart from their own physical skills. If they get on in life, it will depend more on a winning lottery ticket than anything they do themselves. They are heavy consumers of alcohol and junk food. Visual impact and physical sensation are an important element of their brand choices. In essence, they seek escape. THE SUCCEEDER Succeeders possess self-confidence, have a strong goal orientation and tend to be very organised. As a result, they tend to occupy positions of responsibility in society. Their investment in the status quo means they tend to support it. When it comes to brands, they seek reward and prestige, and will often seek out the best, because that is what they feel they deserve. On the other hand, they also seek out caring and protective brands – their aggressive attitude to life means they need to relax occasionally. Their core need in life is for control.
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PRIMARY RESEACH- THE 4C’s The 4C’s were made up for the people of the 21st century, the more complex system caters for all types of people and I wanted to see for myself how accurate this would be. I asked a number of people ranging in ages and occupations to see if the result of everyone seeking acceptence came through.
Jodie hirst- 19 (Student of graphic desgn)
Oliver tooth, age-19 (Student of music)
Luke Hirst, age-21 (Student of Law)
Sheree Hirst age- 41 (parent and Housewife)
EVERY HUMAN SEEKS ACCETANCE
Tracy lannon, age-40 (lecturer of art)
Paisley williams, age-19 (student of events management )
John , age-45 (Professional Graphic Designer)
Bradley hirst , age- 16 (high school student)
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“OPENING UP ONLINE AND CLOSING IN REALITY”- DISCONNECTION WITHIN SOCIAL MEDIA
EVERY HUMAN SEEKS ACCEPTANCE
IS SOCIAL MEDIA DISCONNECTING AND ISOLATING US? The idea of social media originally was about connecting the world internationally, being able to connect with people you may have lost touch with or don’t see too often, and also meet new people through connections both business and pleasure. However the real truth is, how connected are we? It seems since the launch of Facebook in 2009, the sites growing interest in people being able to share more and more, after all the more people are willing to share the more money the founder of Facebook, Mark Zuckerberg, is able to make, making this society we live in now more lucrative than ever. However the fact that talking face to face has now turned to an online chat more often than not and dating becoming more of a virtual experience, we are now becoming more isolated than ever. We sit in a room full of people on our phones, this isn’t social this is disconnecting us from the people we see most days. “Zuckerberg may seem like an over-sharer in the age of over-sharing. But that’s kind of the point. Zuckerberg’s business model depends on our shifting notions of privacy, revelation, and sheer
self-display. The more that people are willing to put online, the more money his site can make from advertisers. Happily for him, and the prospects of his eventual fortune, his business interests align perfectly with his personal philosophy. In the bio section of his page, Zuckerberg writes simply, “I’m trying to make the world a more open place.” This quote from the article of Mark Zuckerberg opens up, demonstrates to me exactly what is happening with the world, we may be opening up on social media but its closing us down in reality.
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NASTYA NUDNIK
EMOJI NATION
In her project titled Emoji Nation (2014), Nastya Ptichek embeds icons from popular social media platforms onto great works in art history. The set includes several Edward Hopper paintings, with depictions of modern American life are full of loneliness, regret, and boredom — emotions that, 70 years later, social media seems to have heightened. These then highlighted by status updates and friend request icons. The image of the man sat alone with the twitter famous ‘no followers’ icon above his head, is a symbol of the way we are isolated now by the huge world of connectivity. I think the paintings clash the old with the contemporary. For example the image of the boy and the girl, the meeting face to face is a reality thing but the way they are portrayed to be thinking by emoticons is very contemporary, meeting people online and taking in this way. I think they all show how we can be with someone but still be alone in technology.
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ERIC PICKERSGILL Photographer Removes Phones From His Images To Show How Addicted We’ve Become... The pew research center researched into the usage on social media site in adults in 2005 the percentage of adults using social networking sites was 7%, a tiny percentage compared to now, its being proved that in todays society more than 65% of adults are involved in social sites in some way. They say its now more common to walk past someone looking down at a phone than it is to make eye contact with someone. This series of photographs by Eric Pickersgill further investigates into this further physical disconnection. He takes photos of everyday situations but with a twist, he takes the mobile devices out and it just shows how disconnected from the people around us, the so called; “connected world”, is making us. The project was called ‘removed’ and it was inspired by a situation Erick himself observed one day. He was sat in a cafe observing a family, dad and the kids had their phone out but the mother didn’t, she seemed to be staring out the window saddened, every so often the dad would say something about what he was seeing on his phone but eventually the mum got her phone out too. The lack of connection was a wake up call for Erick and knew this wasn’t even the surface scratched.
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SHERRY TURCKLE CONNECTED, BUT ALONE? Sherrie Turckel a cultural analyst studying technology and science, does a talk in a TED conference “Connected, But Alone?” She talks about how she loves receiving texts from her daughter but too many becomes a problem? How exactly? Sherrie makes a case that we are letting technology take us to a place we don’t want to go, setting ourselves up for trouble as to say. Devices are not just changing what we do but their changing who we are, things we do on our devices now would have being odd a few years back, but now they are familiar to us. She states that we remove ourselves from parts of situations we don’t want to be in and immerse ourselves into our phones. The trouble is coming from how we relate to others but also ourselves and our self-reflection. Were used to being alone together, to be with each other but elsewhere. We find ourselves hiding from each other even though we are constantly connected technologically. Sherrie talks about a theory she has devised talking to different Generations. This is called the ‘goldilocks effect’: people cant get enough of each other but only at a distance so they can control it. The goldilocks effect shows that we don’t want people too close or too far but just right. However the problem occurs here when we realize what might be just
right for you may not be right for an adolescent human needing the skills of face-to-face communication. Sherrie asks an question that receives an interesting response, what is wrong with a conversation? She got a reply that didn’t necessarily shock me but made me think in a way id never thought of before... “I’ll tell you what’s wrong with having a conversation. It takes place in real time and you can’t control what you’re going to say.” That’s the bottom line Texting and email and all these digital commutations, they let us present ourselves as we want to be, we can edit, delete, “we get to retouch, the face, the voice, the flesh, the body -- not too little, not too much, just right.” “That feeling that no one is listening to me is very important in our relationships with technology. That’s why it’s so appealing to have a Facebook page or a Twitter feed -- so many automatic listeners. And the feeling that no one is listening to me make us want to spend time with machines that seem to care about us.” The idea of people being able to control what they say online but also edit their personality, their look and their voice, this is the idea of a catfish relationship, creating virtual self to portray a person that people would want to listen to, hence the idea of documenting things constantly and making the thing you document admirable along with your life.
EVERY HUMAN SEEKS ACCEPTANCE
“HIDING BEHIND TECHNOLOGY & PORTRAYING A VIRTUAL SELF FOR ACCEPTENCE”
EVERY HUMAN SEEKS ACCEPTANCE
CHOMPOO BARITONE Mark DeNicola. Who found the Barbie article then found an artist Chompoo Baritone, a photographer based in Bangkok, Thailand, also playing around with the joking idea of how we use social media. The photographer uses a picturein -picture method to show that what you see on Instargram within the frame isn’t what is really happening in reality. Outside the frame it doesn’t always look as picture perfect as we make it seem. Is there actually any harm in staging these pictures? Do you see them as potentially dangerous to how we perceive both others and ourselves? I myself don’t see the harm in making a picture seem more picturesque than what the scene in reality actually is, but its the effect of the cliché images, the idea of making life seem better than what it is for you, why do people do this? What is the need people feel to fulfill, to make people think you have such a god life, why are we seeking this praise and acceptance so much through social media?
EVERY HUMAN SEEKS ACCEPTANCE
ANOMYNOUS SOCALITY BARBIE Moving onto the way we behave on social media and how this effects how we are perceived therefore seeking acceptance from the people around us. Social media is logged on to many times a day, most people cant stay logged out from it for more than a few hours, because of this constant usage and the viewing of others content constantly, it seems that the majority of content has become cliché, from selfies to arty shots and pictures with our relatives, were all guilty of posting the same things day in day out. I see this in my own social feed, I’m even guilty of doing it myself, photos of food, documenting every little thing you do. An anonymous wedding photographer from Portland, Oregon started an Instagram account unlike any other. Operating under the name ‘Sociality Barbie’ the account features all of the cliché pictures we love to post, but with a Barbie doll in our place. The message seems to play on the quote “You were born original. Don’t die a copy.” social media has drove us to posting things we think are original and will gain you ‘publicity’ amongst your friends to seek the acceptance we crave as humans, but has actually drawn us to all become the same. The
https://instagram.com/socalitybarbie/
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LOOKING AT ARTIST TECHNIQUE
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ANTHONY BURRILL Anthony Burrill is a typographer, he has done many projects creating type but in this one he specializes in using a letterpress to create his work. Anthony Burrill sells these sorts of prints, each one has a story behind the phrase, and he even devised a book full of these posters all explaining the stories behind them. My favorite is the phrase is ‘I like t what is it? I particularly like this one because it sums up a lot of what we see. We say we like it but when asked why we can’t really pin point it. It was just likable, aesthetically appealing to the eye. The idea of using a letterpress appeals to me, it’s not something I have done before but the effects that can come from it are really interesting. It’s something I want to try and incorporate into my work, for example I have the idea of stamping phrases onto my work to do with what I am producing, to do with the need for acceptance. Perhaps creating a number of posters and the link being the title every human needs acceptance’
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CRAIG WARD Craig ward is a typographer who has done a lot of work for commercial use. I wanted to look at his work because I think the diversity of the techniques he uses is brilliant. I myself want to create a type of awareness campaign about how we are seeking acceptance from other constantly and it defines what we do no matter who we are and what we believe in. My idea is to have different posters showing this message however different they are they will be joined by the phrase ‘every human seeks acceptance’ in typography. I want to look into his work as I want to try some of his techniques in my experimenting for example, printing, cut outs, using materials and digital photography. I saw the upraised typography and although digital I thought about the possibility of doing this in reality to show the desperation for acceptance, reaching out to grab it. Being big and bold in your face to make sure viewers understand the idea.
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JOSH BRILL Great series of animal illustrations created by Josh Brill; under the art and design label Lumadessa. “The Flora Fauna collection is a cataloguing of the design identities of plants and animals from around the world. Examining the visual character differences and similarities of species. A field guide of discovery, beginning with birds.� The reason behind the artists creation is not what I want to focus one here, the way in which these vector digital arts have been put together is something I really like the look of, and I defiantly want to try this in my experimentation, I think this way of working is contemporary as well as fun and it could work in favor of what I have in my head as my final piece. Recently I have started to really like this digital vector way of working and this is something I want to have influence my work even if its not in my final piece I feel I can benefit from it.
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MATIE FRANCHI OXBOW X ROXY
This type of vector is slightly more detailed and more messy and undefined. I prefer this vector style, I think it makes things look better actually because the lines look more realistic that straight refined lines. These pieces by Matie Franchi are part of a series called OXBOW & ROXY. There wasn’t much information on the reasoning behind the work however its obvious its about the life and activities these two characters have and do. I think the backgrounds and added texture is a really nice touch and could be influenced into my work easily. I also like the pastel colour pallet here; the colors are less saturated than the ones previously by Josh brill. I can say I like both styles but I think this one gives an appropriate look for the location they are in. In my work I want to make sure the colour are reflective of what I want to portray.
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INFOGRAPHICS Info graphics isn’t something I thought of originally, but looking at some inspiration on various sites I found that they popped up a lot, they could help me with the idea of portraying 7 different characters, and looking at a variety there are many different ways I could do it, more illustrative or with more information etc. although I would do it with less information and more graphics because of the group I am thinking of aiming my work at.
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GENIS CARRERAS This artists take a completely different approach, its something I want to try out to see if it gives the right effect to my final idea, although its simple for some concepts could be really effective but used in the wrong way the effect ad message could be lost and the posters become meaningless and lost. There were a lot of these in the sequence and I think some are more effective than others, I think the reductionism poster works well because it’s being reduced to 1 circle. The concept is clear where as some were a little harder, these 4 are the ones that were more obvious to me the ones on the other page are some that were harder to relate to and pin down.
EVERY HUMAN SEEKS ACCEPTANCE
EVERY HUMAN SEEKS ACCEPTANCE
DEVELOPMENT
EVERY HUMAN SEEKS ACCEPTANCE
EVERY HUMAN SEEKS ACCEPTANCE
EVERY HUMAN SEEKS ACCETANCE
The idea behind these series of posters is to show people that everyone has different personalities and different motivations that drive them; they have different ways of thinking, different hobbies and different behavior. But it doesn’t matter who you are or what characterization category you fall under (Young and Rubicans theory) You should be accepted and we all want to be accepted for whom we are and what we like to do and wear. I started by just experimenting with the different categories and then when I had done a few I started to experiment with layouts to get a better idea of how I want them to look. I did a number of them based around the aspirer poster and I found that this was the best. I did a detailed vector image of this suit to show status, but actually the outline gives a better impact and a good interesting image that will make people want to look. I wanted to try a vector approach after we did an image for it when doing a production lesson on after effects. I think it works really well and I plan to do a few more with this style to see if this could lead to the final piece for me.
EVERY HUMAN SEEKS ACCEPTANCE
EVERY HUMAN SEEKS ACCEPTANCE
After figuring out the style I wanted the posters in and the fonts I wanted to use I did a few using the different categories, I started off liking the first few but then I thought the designs weren’t fitting with what I wanted them to do. I wanted them to give off a clear message and although I think the posters are showing what they should and are relevant to the categories, I don’t think that for someone who doesn’t know the categories this way of working gives the best effect.
EVERY HUMAN SEEKS ACCEPTANCE
EHSA
EHSA
THE ASPIRER EVERY HUMAN SEEKS ACCEPTANCE ACCEPT EVERYONE FOR WHO THEY ARE
THE SUCCEEDER EVERY HUMAN SEEKS ACCEPTANCE ACCEPT EVERYONE FOR WHO THEY ARE
EVERY HUMAN SEEKS ACCEPTANCE
EHSA
EHSA
THE STRUGGLER
THE EXPLORER
EVERY HUMAN SEEKS ACCEPTANCE
EVERY HUMAN SEEKS ACCEPTANCE
ACCEPT EVERYONE FOR WHO THEY ARE
ACCEPT EVERYONE FOR WHO THEY ARE
EVERY HUMAN SEEKS ACCEPTANCE
EVERY HUMAN SEEKS ACCEPTANCE
RESULTS After using more detailed vector in the first development stage I decided to try the way of working that Genis Carreras uses, making simple posters that the cartages can be represented by simple shapes and outline silhouettes. I wasn’t sure whether this was going to be too vague, and if the audience would understand it. Some I thought were quite effective for example the aspirer poster, the colour connotations of blue and clouds linking to dreaming and the idea of aspirations however I thought the mainstream and reigned to the left were harder. I understand the concept, a loner and a group of people however some people may not at first glance and I think it can be reinforced better using a different method. One poster I found impossible was the reformed poster, I know this will be the most difficult in all developments however I hope that in my final piece whatever I choose to it, it makes sense and gives the representation of someone who has changed.
The colors connoting the groups work well, for example the idea of the succeeded with a green background and the resigned in a white isolated area. Although I think with work could work well with a bit of development, I don’t feel it’s going to give me the result I want. I think I need something more realistic to do this. However doing this has helped because its gave my the idea that although I like the vector effect, why don’t I make it more realistic and this should then make the message easier to understand, I came up with using real people, photography.
EVERY HUMAN SEEKS ACCEPTANCE
EVERY HUMAN SEEKS ACCETANCE
FINAL PIECE What’s the most important conver- Who will you speak to? I believe the problem that this stems sation for today? After looking at all the different issues to do with social media and the way it is changing us as humans in society in relation to technology, I came up with a number of ideas however I was lead me to the title ’Every human seeks acceptance’. In society, we all do things hat we then feel the need to document online, however we make it more admirable and inspiring, we feel the need to tell people what we are doing and we can only make it seem the best. The problem with this is that we have become so absorbed in this, it starts to result in many problems, one being the idea that if you don’t conform to this culture, you become singled out leading to bullying. The problem linking to this is that social media is heightening cyber bullying due to people not accepting others that are not mainstream and don’t act and look the same as them.
from is in the younger generation, it’s them who feel the need to impress and belong in environments like high school. They feel the need to be accepted by others in their age group and society and it puts pressure on them to be who they are not, by creating virtual selves and putting on a front that they wouldn’t if it wasn’t seen as necessary. This is whom I’m going to aim my design at. I want to make them aware of what this culture is doing to the people My idea for a campaign although that don’t follow it, the attack they get about cyber bullying comes from a and the hurt they are going through different angle compared to most cydue to something so superficial. ber bullying campaigns, most show victims and the way they have being What is the message? affected, my campaign focuses on My message is telling high school the other end, and how it can be teens that ‘its ok to be different’, that even if someone has different interest prevented if these kids realize that to you or wants to wear different things everyone wants the same, everyone just wants to be accepted and if this they should be just as accepted as you. Even if they don’t conform to soci- was to happen, bullying wouldn’t ety’s ideology of ‘normal’, they are still take place because there would be no reason to single someone out. just as normal as everyone else.
What’s the most important converThe Idea... sation for the future? I am going to design a poster camThat is the big conversation to today, the idea of virtual self’s, that we can delete and edit not just what we say online but who we are and how we look. Teenagers in society do this more that other generations to be accepted in order to fit in and avoid being singled out and bullied. The conversation I want to start is about how everyone should be accepted, no matter what they are into, what they wear or how they act. All personalities are different and this should not determine the way they are treated.
By young & Rubican, these categories detail 7 stereotypical characters, each poster will promote that, although people fall into different categories and no everyone is in one, that’s ok and they should all be accepted. These will then be targeted at young people, posted in schools, to hopefully convey the principle of ‘accepting everyone’. This then in turn, reduces bullying rates, which are heightened through social media.
paign, stating how ‘its ok to be different’, and that every human seeks acceptance, even if their personality doesn’t conform to society’ s definition of ‘normal’. This will be achieved through a series of posters, one for each of the characterization categories. These categories are what each member of society falls under theorized
The reason I have got onto the topic of bullying is I feel strongly about it, my research has being largely based around the fact that technology is allowing us to change how we are online and gives us confidence, some people go as far as acting like a completely different person and enhancing the way they look through selfies. This to me is ludicrous, even as part of the generation growing
The trend. The whole reason people are doing this is because if they don’t they face the idea that they could be singled out and bullied. The posters will all indicate a different member of society but will be linked by the line ‘ every human seeks acceptance’. The characters shown will be in the age group that high school kids can relate to. I also want to add a tag line different on each one that the character shown would say indicating their category. The categories include - Struggler - Succeeded - Aspirer - Resigned - Explorer - Mainstream - Reformer. I also want the posters to have an organization behind them so I want to create a logo for this.
EVERY HUMAN SEEKS ACCEPTANCE
BULLYING CAMPAIGNS
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LINDSAY BOTTOS
Artist’s Selfie Project Shines Light on Cyber bullying....
Art senior Lindsay Bottos, 21, was tired of the cruel anonymous comments about her selfies, so she fought back. Instead of hiding from her tormenters she layer her selfies with the hateful comments, in a plea to mock. “I’ve always gotten anonymous messages that were really hateful, especially comments about my appearance,” Bottos said. “I’ve basically been screen-grabbing them and saving them for something, and decided to do a project.” “I think that we really should be concerned with women’s self-esteem, especially girls and women online,” she said. “I think it’s so important, and if this project can help the way girls are treated online and help anyone with their self-esteem at all, I think that’s amazing.” Clinical psychologist Dr. Jeffrey Gardere said the Internet exposes peoples’ dark sides. “More than anything, there are really no consequences to the things that are said. You can be ugly, you can be very inappropriate, you can say the rudest, most horrible things and you don’t have to pay the price. You have the cloak of invisibility,” Gardere said. The quote by Dr. Gardere was one I found very interesting, suggesting that people behind a screen don’t get penalized for what they say to people online, people gain confidence and as he said think they have ‘invisibility’ Looking and being different is something people are bullied for and the online presence of this is growing, women’s self esteem is being trashed by other women who think its ok to do so.
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ARTISTS AGAINST BULLYING A project called artists against bullying was launched in partnership with MuchMusic to create a recorded version of Cyndi Lauper’s classic “True Colors.” The video was made as the recording artists hold up their signs urging people to fight back with bullying and reduce the bullying that goes on in our nations schools. The idea is to tell the kids to show their true colors and stay true to themselves. This was done as part of bulling awareness week, stars like Jacob Hoggard and Alyssa Reid were just some of the stars that teamed up to take part in this amazing cause. This idea of using a project as a campaign to raise awareness really gave me an idea towards a final piece. I decided that my idea of everyone seeking acceptance can link into this really well and it gave me an idea to explore.
EVERY HUMAN SEEKS ACCEPTANCE
WHITNEY SMITH Whitney smith created this poster campaign as part of a threeweek research and design class for social issues. She comments... “I like to create things that solve problems, educate, and support positive change. Over the summer of 2013 I was lucky enough to intern at National Geographic Magazine in DC and felt what it was like to be a part of a larger cause. Whitney smith is someone who likes to create design for a purpose that will change people’s attitudes whether that is social, political or economic. And that’s the reason I want to create a campaign. Looking at these posters I’ve realized that a huge campaign is not needed to a series of posters to use as my campaign and placing them in appropriate places will have an impact.
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WEAPON OF CHOICE Here I found a series of bullying posters that were part of a project called ‘weapon of choice’ originally not meant to be a campaign but the images had such an impact they were seen as a campaign regardless. The idea behind the project was to create a visual representation of the emotional damage words could do. World-class professional makeup artists generously donated their time to the project. The artists applied makeup to each participant to simulate an injury, and the hurtful word chosen by the participant was then incorporated. The name “Weapon of Choice” was used because for the bully the word is one they choose to use. I think this shocking use of imagery is something that will work well on a campaign as I am going to play around with photography however I think I could use a phrase the people say as the shock factor rather than how they look.
EVERY HUMAN SEEKS ACCEPTANCE
MARA PANZAR This was another campaign I found called the ‘ no bull’ campaign. The idea of taking no ‘bullshit’ from anyone a common phrase used in todays society. I think the reason they would call it something like this to relate to the audience as much as possible and that is something I intend to do in my piece. I want the place where they are put and the audience who will see to relate and link to each other, I think this will give the maximum impact. NoBull is a non-profit organization that teaches kids how to deal with and prevent cyber bullying by utilizing data about the online habits of 12-17 year olds to create an all-inclusive interactive world, which would provide them with a community in which to play and discuss with their peers. Target research showed positive reactions to the campaign. INCLUDES: Event posters, augmented reality characters, interactive self-mailers, an exhibit design, an online network, an interactive teaser game, and finally, some small promotional items including stickers and team shirts.
EVERY HUMAN SEEKS ACCETANCE
MORE DEVELOPMENT...
EVERY HUMAN SEEKS ACCEPTANCE
EVERY HUMAN SEEKS ACCEPTANCE
EVERY HUMAN SEEKS ACCEPTANCE
EVERY HUMAN SEEKS ACCEPTANCE
EVERYHUMAN HUMANSEEKS SEEKSGRATIFICATION ACCEPTACE EVERY
EVERY HUMAN SEEKS ACCEPTANCE
As ‘Struggler’ was the first poster I created, I used the image to experiment and develop an aesthetic that I liked and thought gave a good campaign style for what I needed. First I started by looking at the photos I had took experimenting with different angles and looks, with these I experimented with text layout and font. Initially I found the font choice a tricky thing to pin down, the fonts just didn’t seem to look right to me, and then I thought about my audience and who was going to be reading this. I am aiming the posters at high school kids therefore I want the fonts to e appropriate to them, I found a font that I really liked called cafe&Brewey, the bold type made an effective font for the banner because its not to serious or too childish. I knew initially that I didn’t want the poster to contain too much text, it would make younger children ignore it, however I wanted the same title on every human seeks acceptance on each and the quote they are saying to represent who they are. I added a simple logo at the bottom on the banner to make the campaign have a organization behind it ad I think the logo works well. After I found the photo was most influenced by, I stared looking at different ways to layout the poster, including removing the banner, placing the logo in different places an setting the text in different formats.
I found one I liked and experimented with different colours; I found that I liked the blue one and started to create the others from this layout and house style.
EVERY HUMAN SEEKS ACCEPTANCE
After doing more of these posters, I liked some of the images I had used but I found the way I had composed them bland and emotionless. I think that if I am going to show these to 12-16 year olds I have to have the posters brighter, more colorful and in you face, the black and white can be dreary and bland. The posters themselves do exactly what I want the to do, they promote the different characters but maybe in a too obvious way I need to think more in the head of a younger teen and think about what they would be like as this character. I still want the originations logo on these because these are still going to be campaign posters, but with a bit more creativity and imagination. The text is just straight across the images and doesn’t incorporate itself, there are many improvements that can be made and my idea now is to experiment creatively and visually to see what types of poster I can create. I have to remember that although this is based around a bullying campaign it’s not like a regular one, it’s about learning to accept yourself and other to prevent the notion of bullying. So I will focus on that art incorporating ‘ every human sees acceptance’ into all posters in some way. I don’t know how I plan to do this yet but I want to look at some more art direction to get e in the right lace.
EVERY HUMAN SEEKS ACCEPTANCE
EVERY HUMAN SEEKS ACCEPTANCE
After deciding I didn’t like the original idea of using the black and white images and house style, I tried some different ways of experimenting with photos and techniques. Initially I thought of the explorer and I like the idea, think the bright colour and the idea that they are ready to explore the world and the walking boots and map show this, I didn’t find a way that I thought made it look most effective. I then moved onto struggler and again I don’t think they are good enough. The problem I have with this is that the idea is based around people, meaning photography and image manipulation on Photoshop is not my strong point, doing this has taught me more but not enough. I don’t think my skills can make this realistic enough, I think I need to go down the more graphic typography look. I want these to be effective and for young people to look at them, the bland images wont do this and I want to figure out a way that will.
EVERY HUMAN SEEKS ACCEPTANCE
EVERY HUMAN SEEKS ACCEPTANCE
EVERY HUMAN SEEKS ACCEPTANCE
EVERY HUMAN SEEKS ACCEPTANCE
EVERY HUMAN SEEKS ACCEPTANCE
EVERY HUMAN SEEKS ACCEPTANCE
EVERY HUMAN SEEKS ACCEPTANCE
THE RESULT... Due to the fact that I only changed my idea and decided my finals were not good enough, a few days ago, these final designs are rough and could do with more work to get the layout and aesthetic right, however this is the style and look my final pieces are. I really like them, they appeal more to the 13-16 year old, which is what I was going for, and they are bright, colourful, each one has a different colour and theme. It shows the difference between each character but the similarity of being accepted and wanting to be accepted is shown through the link of house style and text. Including the linking title. The approach to these are the more graphical ideas, the aspirer one is the one that I started first and that I think is a finished product, each part connotes the idea of aspiring in one way. For example the speech in the text says ‘I aspire to achieve my goals’, the words are swirling around above the characters head, the blue colour is to connote the idea of dreaming, and the word aspirer is then printed at the top. At first I didn’t want the actual word to be on but I think it looks effective and is relevant to do in this design. I don’t this idea when I looked at a text brush technique in Photoshop and I developed it from there. I think some can look more effective than other but again this is due to some not being finished.
EVERY HUMAN SEEKS ACCEPTANCE
FINALS
EVERY HUMAN SEEKS ACCEPTANCE
Succeeder
EVERY HUMAN SEEKS ACCEPTANCE
Explorer
Resigned
EVERY HUMAN SEEKS ACCEPTANCE
Mainstream
Explorer
EVERY HUMAN SEEKS ACCEPTANCE
Aspirer
Struggler
EVERY HUMAN SEEKS ACCEPTANCE
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