The Proposal
Rebecca Wookey N0622006
Contents 4/5
// Preface
6/7
// Self
Love
8/19 // Designer // What? //Catogram //Research //Next?
20/33 // Trusted
Bodies 10/13 14/15 16/17 18/19
Strangers
// What? //Catogram //Research //Next?
22/25 26/27 30/31 32/33
34/39 // Bibliography CONTENTS/ PG3
FIG 1
Preface This dissertation proposal is ultimately based on experience gained whilst studying on BA Hons in Fashion Communication and Promotion and the insights this has given me into the fashion industry. With my third and final year vastly approaching, I am confronted with the challenge of reflecting on my skills learnt throughout the previous two years. This report will reflect on these skills and techniques, which I can then put forward in the worldwide fashion trade. Not only giving me a wider understanding of the fashion industry, fashion communication has broadened my skills and abilities in areas such as Adobe Creative Suite, allowing me to execute final concepts and artistically visualise my work. Techniques such as the Harvard Referencing System and cartograming has also helped me condense my research appropriately. Being able to work on such diverse projects such as ‘Fragrance’ in year one and ‘Identity Zine’ in year two have not only allowed my skills evolve and progress, but has also allowed me to pinpoint where my skills lie. Working within the big idea and final execution stages of a project showed me that these stages are where my skills are benefited the most, whether it be self devised and group work, quickly brainstorming ideas or executing final campaigns is where my passion lies.
PREFACE/ PG5
Self Love By deconstructing the FCP Process Triangle I am able to narrow my skills down in order for me to create a base to start to filter my interests and unique ideas into a final project for third year. One of my key strengths is my ability to generate ideas for the ‘big idea’. The use of apps such as Business of Fashion, Instagram and Pinterest allow me to source inspiration promptly. Keeping up to date with current affairs in fashion and society has also allowed me to keep my ideas relevant. An area that I often get criticised for is my creative concept stage of the process. I become so focused on my idea and how I want to execute it I don’t stop to think about the overarching concept - these important details can make an idea come to life. The creative concept process is something I’d like to improve on when moving into my third and final year, insuring that my work is not just only at a high quality standard, but also has the core concept behind it, solidifying my ideas.
SELF LOVE/ PG6
Passionate about working in events, visual merchandising/art direction or a publicity driven career
FINAL EXECUTION
Need to take more time exploring my idea more
CREATIVE CONCEPT Find it easy to generate ideas
BIG IDEA
CONTEXT
FIG 2
Idea One
“I don’t have to accept what people say god gave me, I’m my own creator” Justin Jedlica, ‘Real life Ken’, 2014 [1]
DESIGNER BODIES/ PG9
What? In a world where fashion is becoming more than just what you wear, altering your body’s aesthetic has become the new trending fashion statement. With the American Society for Aesthetic Plastic Surgery (ASAPS) reporting an 11% rise in cosmetic surgery in the past year alone, the growing trend of perfecting ones physical body has become ‘the norm’, as clothing is no longer a sufficient way to express yourself. For the first time ever, America has spent a whopping $15 billion dollars on combined surgical and non-surgical aesthetic procedures. This is the largest amount spent on cosmetic surgery since ASAPS began its statistics 1997 (surgery.org. 2017)[2]. Beauty has never been more glorified and prioritised throughout society than it is today. Cosmetic enhancement and plastic surgery is more accessible in today’s society than ever before, and with the glamorisation of this trend in the media, there’s no hiding from it. While society once looked down on cosmetic surgery, today people who’ve been ‘under the knife’ are flaunting what they’ve had done with no shame. According to DoSomething. org, “approximately 91 percent of women are unhappy with their bodies”[3] and mental health connecting with body image is a growing problem within young people today. Society and the media have manipulated are brains into thinking that our bodies are imperfect, and we are constantly striving towards unobtainable beauty ideals set by the media.
DESIGNER BODIES/ PG10
Designer Bodies
FIG 3 DESIGNER BODIES/ PG11
FIG 4
“Instead of w
Like many popular trends, plastic surgery has been argued to have originated from Hollywood. Glamorisation of this trend in the media has led to posts about celebrities undergoing medical cosmetic procedures. Because of this, the general public are idolising these people and wanting to look like them. Justin Jedlica, better know as the ‘Real Life Ken Doll’ has taken this to the extreme. Spending over $158.000 on 125 procedures in the bid to transform himself into a human ken doll. “I view myself as a piece of clay, I can mould, modify and change anything I want about myself” [5]. Justin is a just an extreme case of this trend, but is a example of people shifting their priorities from clothing to their bodies. He claims that he doesn’t spend money on
DESIGNER BODIES/ PG12
of watches, I got biceps” Justin Jedlica, ‘Real life Ken’, 2014
clothing, holidays or new cars, and for his Christmas present he asked for biceps instead of watches. With women contributing to over 91 percent of cosmetic surgery procedures according to BAAPS (2015), breast augmentation is always on an increase. However, although women are the main consumers of surgery, the number of men opting in has almost doubled in the past decade (BAAPS, 2015). Notably, Male Breast Reductions rose by 13%, Mr Grover argues that this is due to a change in mens’ fashion silhouettes, with a ‘move from the ‘hyper-masculine’ look of 2014, to a more slimline and sharp appearance, this has played an important role in making men consider their cosmetic options’ (Rajiv Grover, President of BAAPS) [6].
DESIGNER BODIES/ PG13
[4]
FIG 5
FIG 6
Plastic surgery has always been focused around technology, and with this advancing throughout time it has become more obtainable to accomplish complex, constructive procedures. Thomas A. Mustoe [MD] and Hongshik Han [MD] argue that ‘There has been a remarkable evolution in technique over the last 25 years with an increased understanding of anatomy leading to a whole host of new and more reliable flaps, which has transformed reconstructive surgery, breast reconstruction being one notable example.’ (1999) [7]. With this statement being released in 1999, it is obvious that technology has improved even more today. As well as this, with more disposable income to blow, the more likely people are going to blow money on procedures as ‘British households have more cash in the form of disposable income than ever before, having finally passed the previous peak achieved before the financial crisis.’ (The Telegraph, 2016)[8]
Trend Innovators
Trend Drivers Thousands of celebrities who are considered role models and idols to many people in society are ‘going under the knife’ - this is argued to be creating unobtainable body ideals. One third of doctors surveyed by the British Association of Aesthetic Plastic Surgeons said the most common reason to turn down patients looking for plastic surgery was due to their ‘unrealistic expectations, including women who were obsessed with celebrity looks’ (The Telegraph, 2008) [9].
Catogram ‘The more time spent on Facebook, the more likely people are to self-objectify’ (Dr Phillippa Diedrichs, University of West of England’s Centre for Appearance Research)[10]. With Social media on the rise, the easier it is becoming to personify a ‘perfect’ body. Society today are logging onto online social media channels to find men and women who are being rated in the media as having ‘the perfect body’. However, these bodies are generally not obtainable due to the sheer amount of editorial and cosmetic surgery. The MPs’ report said pressure to look good online had pushed up cosmetic surgery rates by nearly 20% since 2008[11] and a BBC poll conducted in October 2016 found that 32% of all women are considering cosmetic surgery and among those under 35, the number rises to 45%[12].
Trend Impact
FIG 7
45%
Trend Consequence
FIG 8
People that are buying into this extreme trend, do not understand that there are risks that are need to be assessed. The report by the National Confidential Enquiry into Patient Outcome and Death looked at 361 cosmetic surgery sites in the UK and found that some teams were too inexperienced to be offering some cosmetic procedures[13]. As well as this, there can be a problem with an addiction to surgery, plastic surgery addicts experience mental obsession to alter their bodies and faces. Typically this comes from underlying insecurities and desires to look a certain way, to fit their personal ideal of beauty[14].
FIG 9
80%
Of 18 / 50 year olds don’t see cosmetic surgery outcomes as a accessory of ones fashion aesthetic.
FIG 9
Research
65% 20%
Of 18 / 50 year olds have considered getting some form of cosmetic surgery at least once in their life.
Of 18 / 50 year olds said they wouldn’t be ‘turned off’ by someone who paid for cosmetic surgery.
These online surveys were taken by myself with full disclosure. When narrowing down my secondary research findings, I was aiming to find what the general public thought about my key findings. As a result of this I thought a quick consumer survey would not only great base to start off my research, but to also gain more validated information. When carrying out my survey I made sure I was targeting the age bracket I thought would be considering/buying cosmetic surgery. I found that these results were contradictory, with 65 percent of people considering surgery, however 80 percent of that number said they would be turned off by someone who had cosmetic surgery for vanity reasons. In addition to this, 80 percent of people said that they wouldn’t consider cosmetic surgery outcomes as a fashion accessory, but 75 percent believe that cosmetic surgery can effect your identity. This is something that I’d like to look into further as the demand for cosmetic surgery grows, why isn’t this being considered a fashion statement? DESIGNER BODIES/ PG17
Next? My research has led me to consider where I can take this idea for my self devised project in year three. Cosmetic surgery has been a popular topic over the past few years within the media, bringing some controversial arguments into discussion. Whether its Kim Kardashian having another butt lift, or a pre-teen having a nose job there is always something to talk about. With mental health on the rise, I’d like to explore the link between this and the desire for plastic surgery, as I believe this is a topic worth while questioning. In addition to this, I really want to find out more in regards to cosmetic surgery being an accessory to ones fashion aesthetic. When reading about this topic, I was shocked to see just how many people pay for cosmetic alterations to there body, but when doing my own research, I found that people are generally against cosmetic surgery to enhance their overall aesthetic. This may be due to the category of consumer included in this survey, as few of my peers would be in a position to fund or support cosmetic surgery. As a result of this, I propose to carry out primary research over the summer period with a corrected target consumer, to see what they have to say about the topics that have drawn me in to this fascinating subject.
DESIGNER BODIES/ PG18
FIG 10
Project Aims
DESIGNER BODIES/ PG19
Idea Two
“It’s real & accessible, there’s no, ‘cut the camera & we’re completely different’” FIG 11
Zoe Sugg, 2016[15]
TRUSTED STRANGERS/ PG20
FIG 12
“This is not an unbiased review, as in this is a biased review.� -Casey Neistat, 2017 [26]
Trusted Strangers
What? With a staggering 6 out of 10 people choosing to view online video platforms rather than live television[16], YouTube is at an all time high. The domain name “YouTube.com” was activated on February 14, 2005, and since then Youtube has become the second largest search engine in the world, and the third most visited site after Google and Facebook[17]. Growing along side this video platform is its employee’s/influencers, with YouTube stars such as PewDiePie, real name Felix Kjellberg, gaining followers over 48 Million and a heafty wage packet of $12 million dollars before tax in 2015[18], its safe to say that the once innocent, ‘normal’ people making YouTube videos for fun have turned into global superstars. A study conducted by Variety.com suggested that teenagers’ emotional attachment to YouTube stars is “as much as seven times greater than that toward a traditional celebrity”[19]. Many YouTube stars are fostering this sense of connection with the way they are communicating with their fans. Allowing their consumers to view what they’re doing on the regular, share opinions and express their feelings towards topics often not discussed within the media (such as anxiety and sexual preferences) has made them come across as more genuine. This has given them a bridge to connect on a one to one level with their tailored consumer. As a result of this, many brands are reaching out to these YouTube stars in a bid to stay relevant in this modern, forever growing market place. “In my opinion, professional video is more effective than user-generated content in retail. It’s the way people consume content now, and content is powerful.” (Rachel Tipograph, founder and CEO of MikMak)[20]. It is easier for a consumer to listen to a brand if they are being connected through such a raw, relatable image, as the consumer is much likely to listen to the opinions of a Youtuber, with whom they can relate to, rather than a biased opinion from a brand.
TRUSTED STRANGERS/ PG23
#
“There’s so much power in being a video blogger because you’re believable and you’re authentic and when you say something, it matters” (Paul Robinett, AKA Renetto)[21]. However, with this power there is always risk. As more and more brands start to work with these YouTube influencers, it smudges the line between which of their opinions are paid to be biased, and which are genuine. As like any job, Youtuber’s have to make a living, but this has made their consumers sometimes question whether their sponsored contracts with brands are their genuine opinion, or are they just paid to say these things?
TRUSTED STRANGERS/ PG24
#NOTSPONSERED FIG 13
An example of this controversial opinion is YouTube star and creator, Casey Niestat (FIG 12); whom has a whopping 7 million subscribers on his platform. The New York based daily vlogger is well known for his technology reviews, viral videos and is also sponsored on the regular to cover Samsung’s new technology. Although this is a great opportunity for his consumers to get to know more about Samsung as a brand, many have argued that they think his opinion is too biased because he works for the brand, completely whipping their trust.
TRUSTED STRANGERS/ PG25
Catogram
FIG 14
FIG 15
Today, consumers appear to be increasingly wary of big corporations and their celebrity paid endorsements. This shift appears to be spurred by the Internet, as YouTube has made it much easier to find authentic opinions about products online. 86% of the 1,470 women surveyed said they put the most trust in real peoples’ product and service recommendations[22]. Before buying a product for themselves or their families, women want to hear from everyday people with whom they can relate to. In addition to this, as technology improves, it has slowly made making YouTube a lot more easy to access and produce videos. Due to this, consumers are now choosing to sit infront of a laptop screen to watch their favourite YouTuber instead of live television.
Trend Innovators
Trend Drivers In 2015 18 - 49 year olds spent 4 percent less time watching television, whilst time on YouTube increased by 74 percent[23]. This shows that consumers are slowly making the jump to YouTube as their preferred video platform. As well as this, as these YouTube Influencers follower count increases, the more likely brands are wanting to work with them. Providing an income for the YouTuber and a easy connection between the brand and its consumers.
As an impact of YouTuber’s and their either sponsored or featured content, consumers are following these online mega stars more than traditional advertisement methods. This has led to a vast sum of advertiser money being pushed onto the platform, with the two most notable areas being technology and fashion / makeup. the appeared trustworthiness of these online stars is of great attraction to companies, since other, outdated methods of advertisement have become less engaging and profitable. As well as this, as YouTuber’s success increases, some have been able to produce their own companies. Along with their brand and platform, there’s no need for marketing these products as their consumers already trust them.
Trend Impact
Trend Consequence Although the success of YouTube is growing, there is still the argument that paid advertisements are distancing the Influencers from their consumers. There is always a risk that a YouTuber can recommend a product to their consumers, the consumer buys it and doesn’t like it. This can always break the trust between this new modern marketing strategy.
FIG 16
FIG 17
TRUSTED STRANGERS/ PG28
FIG 18
TRUSTED STRANGERS/ PG29
FIG 19
35% 80%
of 18 - 25 year olds have bought a product based on an anonymous review they’ve seen online.
of 18-25 year olds have bought a product based on a Youtube Influencers review.
TRUSTED STRANGERS/ PG30
Research
60% of 18-25 year olds trusted YouTube Influencers opinion of a product
These online surveys were taken by myself with full disclosure. Similar to my opposing proposal on Designer Bodies, I decided to conduct another quick survey to start a base for further research over the summer. I wanted to expand more on the debate as to whether YouTube Influencers are still being considered as a reliable source for marketing. For this particular survey, I chose to target the younger generation of 18 to 30 year olds, as a survey carried out by comScore data said that ‘younger visitors tend to spend more time on the site. In March, YouTube drew 31.8 million users aged 18 to 24 (98.3 percent of U.S. Internet users in that age bracket) who spent an average of 10 hours, 15 minutes on the site.[24]. I was particularly interested in the amount of people that trusted the opinion of YouTube Influencers, with the sheer amount of hateful comments on their videos, accusing them of being biased. In addition to this, I asked my consumers if they have ever considered purchasing a product after reading an unbiased review about it. This is following on from brands trying to take modern marketing into their own hands. Creating anonymous accounts on popular sites such as Reddit.com, allows brands to post advertisements and recommendations about their product/service, without seeming biased[25].
TRUSTED STRANGERS/ PG31
Project Aims
FIG 20
Next?
My research so far has highlighted the huge influx in the consumers shifting from live television and celebrity endorsed marketing to online video platforms. It has not only told me that consumers are being brain washed by brands, via YouTube Influencers, but also that they are susceptible to unbiased reviews. However, I believe there are areas in this industry that have their flaws. In-keeping with this, I’d like to explore more into how many people believe everything that YouTube Influencers say, and also whether they agree with just how much money they earn from just ‘talking to a camera’. I could explore this by creating focus groups with selected age groups, to ask them if they would be more likely to buy a product if their favourite YouTube star said they liked it. I’d also like to talk to the YouTube Influencers themselves, and ask them whether they think YouTube is becoming an biased platform, and if so, where do they think marketing will go next? This might give me another viewpoint towards this growing platform. If chosen, this topic will give me a wide range of avenues to explore in year three of this course. Including the new form of modern marketing and where this is leading, unbiased and biased reviews from new forms of ‘trusted’ celebrities and anonymous recommendations from brands (such as on Reddit.com).
TRUSTED STRANGERS/ PG33
.
References [1] “I dont have to except what people say god gave me, I’m my own creator” My Strange Addiction: Ken the Living Doll. (2017). [video] Directed by J. Bolicki, B. Sarno and B. Postmus. TLC. (Accessed 23 May 2017). [2] Surgery.org. (2017). News Releases - Statistics, Surveys & Trends - ASAPS Newsroom - Americans Spend More Than $15 Billion on Aesthetic Procedures for the First Time Ever. [online] Available at: https://www.surgery.org/media/news-releases/americans-spend-more-than-15-billion-on-aesthetic-procedures-for-the-first-time-ever [Accessed 25 May 2017]. [3] “approximately 91 percent of women are unhappy with their bodies” Your Bibliography: Mario. P. (2015). 11 Facts About Body Image | DoSomething.org | Volunteer for Social Change. [online] Dosomething.org. Available at: https://www.dosomething.org/us/facts/11-facts-about-body-image [Accessed 23 May 2017]. [4] “Instead of watches, I got biceps” My Strange Addiction: Ken the Living Doll. (2017). [video] Directed by J. Bolicki, B. Sarno and B. Postmus. TLC. (Accessed 23 May 2017). [5] “I view myself as a piece of clay, I can mould, modify and change anything I want about myself” My Strange Addiction: Ken the Living Doll. (2017). [video] Directed by J. Bolicki, B. Sarno and B. Postmus. TLC. (Accessed 23 May 2017). [6] Surgery.org. (2017). News Releases - Statistics, Surveys & Trends - ASAPS Newsroom - Americans Spend More Than $15 Billion on Aesthetic Procedures for the First Time Ever. [online] Available at: https://www.surgery.org/media/news-releases/americans-spend-more-than-15-billion-on-aesthetic-procedures-for-the-first-time-ever [Accessed 23 May 2017]. [7] ‘‘There has been a remarkable evolution in technique over the last 25 years with an increased understanding of anatomy leading to a whole host of new and more reliable flaps, which has transformed reconstructive surgery, breast reconstruction being one notable example.’ The Effect of New Technologies on Plastic Surgery. (1999). [pdf ] Thomas A. Mustoe, MD; Hongshik Han, MD. [Accessed 23 May 2017]. [8] ‘British households have more cash in the form of disposable income than ever before, having finally passed the previous peak achieved before the financial crisis.’ Britons better off than ever as disposable incomes jump to record high. (2016). [website] Written by Tim Wallace. Telegraph.co.uk. [Accessed 23 May 2017]. [9] ‘unrealistic expectations, including women who were obsessed with celebrity looks’ Plastic surgeons ‘can’t make you famous’. (2008). [website] Written by Laura Donnelly, Health Correspondent for the Telegraph. Telegraph.co.uk [Accessed 24 May 2017]. [10] ‘The more time spent on Facebook, the more likely people are to self-objectify Does social media impact on body image?. (2014) Quoted Dr Phillippa Diedrichs, University of West of England’s Centre for Appearance Research. [website] Witten by Philippa Roxby, health reporter for BBC News. [Accessed 24 May 2017]. [11] http://www.bbc.co.uk/news/health-29569473 (2014). Written by Philippa Roxby, health reporter for BBC News [website]. [Accessed 23 May 2017]. [12] ‘32% of all women are considering cosmetic surgery and among those under 35, the number rises to 45%’ http://www.bbc.co.uk/news/magazine-38082727 (2014). [website] Written by Melanie Abbott. [Accessed 24 May 2017].
REFERENCING/ PG34
[13] How safe is cosmetic surgery?. http://www.bbc.co.uk/news/health-12415412 (2011) [website]. Written by Sonya McGilchrist. [Accessed on 24 May 2017].[14] Dr. Howard C. Samuels, The Leading Expert in Treatment for Alcohol and Substance Abuse and Founder of The Hills Treatment Center. http://drhowardsamuels.com/addiction-guide/plasticsurgery/[website]. [Accessed 25 May 2017]. [15] Zoella: Blogosphere Magazine Issue 11. 2016.(0:20secs). [youtube video] https://www.youtube.com/watch?v=5iE-XUWQDlE&t=4s. [Accessed 30 May 2017] [16] 36 Fascinating YouTube Statistics for 2016. 2016. [online] Written by Kit Smith. https://www.brandwatch.com/blog/36youtube-stats-2016/ [Accessed 30 May 2017]. [17]36 Fascinating YouTube Statistics for 2016. 2016. [online] Written by Kit Smith. https://www.brandwatch.com/blog/36youtube-stats-2016/ [Accessed 30 May 2017]. [18] PewDiePie named as highest-paid YouTuber in 2016. [online] The Independent. Written by Olivia Blair. http://www. independent.co.uk/news/people/pewdiepie-youtube-highest-paid-2016-forbes-list-roman-atwood-tyler-oakley-lilly-singh-a7458191.html [Accessed 30 May 2017]. [19] ‘as much as seven times greater than that toward a traditional celebrity’ Digital Star Popularity Grows Versus Mainstream Celebrities. (2015). [website]. Written by Susanne Ault. [Accessed 30 May 2017]. [20] “In my opinion, professional video is more effective than user-generated content in retail. It’s the way people consume content now, and content is powerful.” The Influence of Influencers: How Bloggers Are Changing Brand Marketing. (2015). [website]. Quoted Rachel Tipograph, founder and CEO of MikMak. [Accessed 30 May 2017]. [21] “There’s so much power in being a video blogger because you’re believable and you’re authentic and when you say something, it matters” The rise and fall of YouTube’s celebrity pioneers. (2013) [website] http://www.wired.co.uk/article/youtube-community (Written by NICHOLAS TUFNELL). Quoted Paul Robinett. [Accessed 31 May 2017]. [22]’ 86% of the 1,470 women surveyed said they put the most trust in real peoples’ product and service recommendation’ Female shoppers no longer trust ads or celebrity endorsements (2015). [website] Written by Elizabeth Segran. https://www. fastcompany.com/3051491/female-shoppers-no-longer-trust-ads-or-celebrity-endorsements [Accessed 31 May 2017]. [23] ‘In 2015 118 - 49 year olds spent 4 percent less time watching television, whilst time on YouTube increased by 74 percent’ The latest video trends: Where your audience is watching (2016). [website] Written by Celie O’Neil-Hart, Howard Blumenstein. https://www.thinkwithgoogle.com/consumer-insights/video-trends-where-audience-watching/ [Accessed 31 May 2017]. [24] ‘In March, YouTube drew 31.8 million users aged 18 to 24 (98.3 percent of U.S. Internet users in that age bracket) who spent an average of 10 hours, 15 minutes on the site.’ The demographics of YouTube, in 5 charts (2015). [website] Written by Eric Blattberg. https://digiday.com/media/demographics-youtube-5-charts/ [Accessed 31 May 2017] [25] https://www.reddit.com/r/HailCorporate/top/?sort=top&t=all [Accessed 31 May 2017]
REFERENCING/ PG35
Images Cover Image/ Image sourced from Blogosphere Magazine on the 31st May 2017 https://www.blogospheremagazine.com/magazines/zoella-christmas-subscription/ FIG 1/ Image sourced from Pinterest on the 28th May 2017, Photographer: Hannah Gottschalk on Behance (2014) FIG 2/ Image sourced from martinhiggs.smugmug.com on the 28th May 2017, Photographer: Martin Higgs for MUA Editorial (2013) FIG 3/ Image souced from photographyoffice.com on the 29th May 2017, Photographer: Ludovic Taillandier (2010) FIG 4/ Image sourced from Hiffingtonpost.com, ‘Human Ken Doll’ Justin Jedlica Explains Why He’s Had More Than 150 Plastic Surgeries, on the 28th May 2017 FIG 5/ Own categram on trend innovators, on the 28th May 2017 FIG 6/ Own categram on trend drivers, on the 28th May 2017 FIG 7/ Own categram on trend impact, on the 28th May 2017 FIG 8/ Own categram on trens consequences, on the 28th May 2017 FIG 9/ Alek S. Živković - Plastic surgery. Image souced from Pinterest on the 28th May 2017 FIG 10/ Image sourced from www.ashworth-photos.com/fashion/fashion_series4.html on the 29th May 2017 FIG 11/ Image sourced from https://youtubers879.wordpress.com/2016/08/ on the 29th May 2017 FIG 12/ Image sourced from http://coveteur.com/2015/06/16/casey-neistat-filmmaker/ on the 30th May 2017 FIG 13/ Image sourced from Youtube Tanya Burr: April Favourites 2017 | Tanya Burr [Youtube Screneshot] on the 30th May 2017 FIG 14/ Own categram on trend innovators, on the 30th May 2017 FIG 15/ Own categram on trend drivers, on the 30th May 2017 FIG 16/ Own categram on trend impact, on the 30th May 2017 FIG 17/ Own categram on trens consequences, on the 30th May 2017 FIG 18/ Image Sourced from Kevork Djansezian Photography, 88th Annual Academy Awards - Red Carpet Pictures. Image of Casey Neistat. (2017) http://www.zimbio.com/photos/Casey+Neistat/88th+Annual+Academy+Awards+Red+Carpet+Pictures/ GUx3Y97V7Il [on the 31st May 2017] FIG 19/ Image sourced from https://youtubers879.wordpress.com/2016/08/ on the 31st May 2017 FIG 20/ Image Sourced from Kevork Djansezian Photography, 88th Annual Academy Awards - Red Carpet Pictures. Image of Casey Neistat. (2017) http://www.zimbio.com/photos/Casey+Neistat/88th+Annual+Academy+Awards+Red+Carpet+Pictures/ GUx3Y97V7Il [on the 31st May 2017]
IMAGE REFERENCES/ PG36
IMAGE REFERENCES/ PG37
Methodology RESEARCH METHOD SAMPLE PURPOSE STRENGTHS WEAKNESSES OUTCOMES EFFECTIVENESS METHODOLOGY/ PG38
Online Questionnaire
My first questionnaire (designer bodies) was sampled between the ages of 18 - 50 year olds. My Second questionnaire (trusted strangers) was sampled between the ages of 18 -25 year olds. My first questionnaire (designer bodies) was to gain insights into the opinions of the public towards plastic surgery. My Second questionnaire (trusted strangers) was to gain insights towards how the younger generation feel about biased content. A large sample size allowed me to achieve large statistic results and the quantitative data was easy to conclude.
I couldn’t gain any qualitative data, which would allowed me to answer more indepth questions. For my first idea the age gap was too broad.
I achieved interesting insights that will give me a base for level three.
Good initial questionnaire. However I would need to gain more answers from a wider range of people over the summer.
METHODOLOGY/ PG39