Post 1: https://www.mediafactory.org.au/catherine-mccarthy/2020/05/28/assignment-4-refining-post-1/
Post 2: https://www.mediafactory.org.au/catherine-mccarthy/2020/05/28/assignment-4-concluding-post-2/
Author Archives: catherinemccarthy
Assignment 4 – Concluding (Post 2)
As an accumulation of the research, discussion and concepts explored throughout this studio, I have created a short, animated video prototype to address my initial focus; highlighting the importance of healthy social media use – particularly amongst young people.
The video is brief; including a bright colour scheme, soft upbeat soundtrack and is almost entirely imaged focused until a concluding statement and images of further content (reworked prototypes from previous assignments). These decisions were intended to compose an easily consumable, engaging form of media that still subtly suggested contemplation or further interest in the topic of one’s social media habits after viewing.
Video Player
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Prototype 1
Prototype 2
Through the process of evolving prototypes from the previous assignment, in which I created stills, I decided to firstly reinvent the stills with an emotive, animated and visual focus – then include said revisions in the video. The exploration of video worked as a way to further engage and enhance the storytelling component of my work. After all, the essence of media (and perhaps all art) is to tell a story. To execute this story, I found myself narrowing down on two things – my audience and my resources.
Essentially pondering; Who am I intending to tell this story to? How can I tell it, what can I use?
Taking on feedback from Fan was central to developing my story, as she mentioned emoji’s as a resource in communicating and engaging with audiences. From this insight stemmed a clear connection to a younger demographic of emoji-loving teenagers (12 – 18 years), and thus I had the structure of my story.
Conclusively, these ideas formed my final video work, to ideally be dispersed throughout multiple social media platforms such as Facebook, Instagram and Youtube. The video’s recognisable animations e.g. Wifi symbol, text message, notifications, angry faced emoji intend to provoke semiotic contemplation and touch on wider notions of Web 2.0 and consumer culture. The decision to exclude any text or voice over alongside these visuals was to essentially ‘let them speak for themselves’ and allow audiences, particularly young impressionable teens to derive the meaning for themselves. Following this, the statement ‘With the world at your fingertips, make sure it is still your world’ intended to consolidate this idea of power and self-governance on social media. The idea of utilising social media and the encompassing resources to add genuine value to your life, and in turn avoiding the sometimes overwhelming, addictive, isolating and confronting realities of online media.
Overall, looking back on this assignment and Making Sense of Social Media more largely, I have gained many invaluable insights and newfound perspectives that I intend to utilise and build upon through further study and ideally, industry experience. Through studying the Sensis report, exchanging ideas with peers, understanding the multiple forms of media (e.g. podcasting) and constantly rethinking and evolving my own work – my understanding of social media is undoubtedly consolidated in its great multi-faceted complexity.
Although I have used social media on an almost daily basis personally for the last 10 years of my life, I have come to learn that using it professionally is a whole other entity. One in which social media can engage with others, communicate a story and shape our world economically, culturally and certainly socially.
Assignment 4 – Refining (Post 1)
As the final extension of my social media work in this studio, I have attempted to utilise the feedback from my previous presentation to refine and strengthen my ideas. In essence, wrapping up my concept in a concise way that can be consumed quickly and easily, amid the simultaneous rise of Web 2.0 and the fall of our collective online attention span. Taking on board specific commentary involving a suggested focus on emojis and visual cues to ‘check-in’ with an online audience (from Fan), along with balancing the paradox of using social media to prompt users to get off social media (from Will) – I had much to consider.
In processing Fan’s feedback about emoji’s, I firstly considered the connotations of an emoji itself. The word emoji, an English adaption with Japanese origins; meaning ‘picture-word’ and allowing for a new age communication of ‘ethos, mood and preoccupations’. Interestingly, whilst researching emoji’s I discovered the ‘Face With Tears of Joy’ emoji was awarded Oxford Dictionaries Word of the Year in 2015, with representatives emphasising the way emojis can ‘transcend linguistic borders’ (Oxford Dictionaries, 2015).
2020 Emoji Additions
Through considering emoji’s and their use of social media, I drew the conclusion that emojis are often exchanged online by younger demographics. Consequently, I began to consider reducing my intended audiences, younger than the previous (aged 18-24) and instead direct my message more towards teenagers (aged 12-18). Thinking back to my own formative high school years, the introduction to social media and messaging apps was very pivotal and all-consuming. Teenagers are in the prime of vulnerability and their social media habits seem to be truly detrimental and influential in how they relate with themselves, their peers and the world around them.
Further, emoji’s and animated visuals can be considerably more appealing and a more accessible way to communicate more complex emotions or attitudes at a surface level. I intend to draft social media posts with a focus on these emoji’s, images and animations attempting the classic ‘a picture tells a thousand words’ narrative. To extend on this emoji focus, I intend to also experiment with video formats in my prototypes. Particularly videos that are concise, vibrant and emotive in their content, in the hopes to engage the demographic of teenagers into contemplation – even if just for a moment.
Conclusively, from this insight into emoji’s and the teenager demographic, I will endeavour to refine my work to include more image based, video content. Content that stands out and asks to be consumed as you scroll past it on a newsfeed, all the while maintaining the initial fundamental concept of effective and healthy social media use.
References:
Oxford University Press, 2020 ‘Word of the Year 2015’ Oxford Languages <https://languages.oup.com/word-of-the-year/2015/>
Week 8: Prototypes and Strategy
Conclusively, through focusing on the specific target audience of 18-29 year olds and exploring the overarching question of: How can social media be used most effectively? I decided to use Facebook to prototype potential still images/ infographics.
In creating these prototypes I decided to focus on three specific avenues of productivity, sleep and levels of communication that are largely shaped through the social media habits of my target audience. Logistically, the three posts could circulate individually through a strategic schedule (e.g. sleep post – after 10pm) while still exhibiting a recognisable theme and central message. To enhance this unity between the individual posts, I maintained a basic colour palette, text font and layout of the posts. I decided on a neutral colour palette of grey, blue and yellow with minimal text to position the posts as simple, relaxed and reassuring. The intention of this strategy is unlike a bold, eye-catching sale promotion that seeks immediate reaction from a consumer, but instead these posts encourage subtle reflection on social media habits and provide guidelines towards maintaining an effective online experience.
Prototype 1
Prototype 2
Prototype 3
Facebook P1
Facebook P2
Facebook P3
As a whole, I found this Assignment to be rather engaging and insightful as to how social media content can originate. Although sometimes tedious, the process of selecting a question, researching, refining and creating a prototype certainly provoked insight into marketing messages, consumers online habits and the function of social media. Further, this assignment has reinforced my initial goals surrounding helpful and meaningful online content creation particularly during challenging times – a concept I hope to further expand on in the weeks to come.
Week 7: Target Audience and Platform
Moving forward with my research this week, I decided to focus on Facebook as the primary platform to implement a social media strategy. Referring back to the Sensis data (2020) retrieved from my target audience (18-29 year olds), it was found that 79.2% of them used Facebook as their most common form of social media.
As a platform, Facebook functions as a rather multilayered and flexible avenue for disseminating a message online. As it has evolved over the years, gaining traction among a vast range of demographics who all engage with the app for different purposes. Facebook allows for various forms of communication both formal (articles, news reports) and more informal (statuses, memes, images) in nature. In creating a prototype post I intend to exercise an almost neutral state between this informative vs humorous approach. My posts will be informative as they’re based around online behavioural advice, yet I still want the tone to remain understanding and relatable to a younger target audience – almost a visual communicative image of Hey! I’m just like you, here’s how I can help!
Further, in planning how to best implement a social media strategy utilising the interface and features of Facebook – I looked at the possibilities of sponsored content as a call to action or creating polls as more of a user/consumer driven engagement.
I’m interested in the possibility of using polls to supplement visual stills that run as sponsored Facebook posts. Through this, the polls could extract key information from the visuals to encourage further user contemplation and engagement surrounding the topic – effective use of social media. Poll examples could include;
- Have you reached out to a loved one online today? (Yes, No)
- Have you taken a break from your screen in the last hour? (Yes, No)
Week 6: Further research and Ideation
This week, to expand on the question: How can we (18-29 years olds) use social media most effectively? I decided to select some key findings from the Sensis data and conduct further research.
In particular, I was interested in the negative impacts of social media on productivity and concentration. Considering the current circumstances that see us confined to our home’s for the foreseeable future, retreating to our devices for escapism seems comforting. Yet is in important is doesn’t overwhelm us and hinder productivity, there can be a fine line. I intend to explore this through my campaign and social media prototypes. Although countering this shortcoming or bad influence of the online world, more positively social media is arguably unmatched in its instant capacity for communication – this is a strength I also intend to explore further. The basic premise of this weeks research concluded in three categories of social media impact;
Concentration and Productivity: Social media platforms can become ‘an immense perplexity and efficiency-eater in work performance’ (Hamed, 2017, pg. 243). Indicative of our increasingly online world, British Professor Greenfield (2010) believes the mid-21st century mind might be ‘infantilised, characterised by short attention spans, sensationalism, inability to empathise and a shaky sense of identity.’
Community, Connection and Conversation: An engaged social media presence consists of substantial communication e.g. between a business and their customers, two people, or a larger community. Communication is seen as a ‘process of convergence (or divergence) in which participants create and share information with one another in order to reach a mutual understanding’ (Rogers, 2003, para 5-6.) Social media platforms provide an extension of this communication.
Sleep: With typical social media interactions and consumption occurring before bed (43.8% – Sensis data) research shows a negative correlation between this usage and quality/ quantity of sleep. This sleep disruption can include ‘time displacement and blue light exposure from phone screens suppressing melatonin’ (Burke, 2018, para. 6)
Taking on board these negative and positive implications or entanglements of social media use, I intend to create prototypes that promote healthy social media habits and an overall online/ real life balance.
References
Burke, Michael G. (2018). “Social Media and Sleep Duration–there Is a Connection!” Contemporary Pediatrics 35.5: 12. Web.
H. Usrof, Hamed. (2017). “Social Media and Productivity: The Case of Education Sector in Assir Province.” International Journal of Human Resource Studies 7.3: 243. Web.
Kerry O’Brien, Tracy Bowden, Julie Posetti, Gavin Heaton, Sandy Carter, Susan Greenfield, John Birmingham, Robert Tercek, Jess Nichols, and Laurel Papworth (2010). 7.30 Report. Web.
Rogers, E. (2003). The diffusion of innovations (pp. 5–6). New York: Free Press.
Week 5: Research
Continuing my process towards posing a specific question to explore online, I decided to investigate possibilities stemming from the intended target audience of 18 – 29 year olds, arguably the most active social media consumers. Using the filter programming within the Sensis report (2020) I was able to gain insight into their online habits and interpret both their wants and needs as a demographic.
Notable insight from participants (aged 18 – 29) data were as follows;
- 90% own smartphones
- 42.7% access the internet 20+ times a day
- 43.8% most commonly look at social media before bed
- 86.3% Facebook most used social media site
- 48.9% think they currently spend too much time on social media sites
- Q: Do you believe social media tends to have a positive or negative impact, or no impact on the following aspects of your life?
- Sleeping 45% Negative
- Productivity 46% Negative
- Concentration 52% Negative
- How connected you feel to others 56% Positive
- Q: For what reasons, do you use social media sites?
- 79.2% To catch up with friends and family
In analysing these findings from the Sensis data, I was particularly interested in the impact of social media, and how this virtual world has become increasingly intertwined with our physical realities – for better or for worse. This informed the basic premise of the question I’ll explore through a social media strategy;
How can we (18-29 years olds) use social media most effectively?
This refers to ‘most effectively’ in terms of social media use that is a helpful extension to everyday living – promoting fulfilment and general well being, using social media as a resource, network and relief rather than to experience negativity or avoid responsibilities. I intend to expand on this concept in the weeks to come.
References:
Sensis (2020), Have your say Australia, Yellow Social Media Report, data file, Sensis, Melbourne, <https://portal.glowfeed.com/shared-report/f98c499e-2cfd-4c17-8432-12fa1d4734b6?token=df9fc36c000cb1478205baf09511eb8e&emailVerifyToken=5m3vl72n0>.
Week 4: Initial Brainstorming
Truthfully, in the initial brainstorming process towards selecting a specific topic and social media strategy to explore in Assignment 2 – I was quite perplexed and unmotivated. After the transition to online learning and zoom meetings, I found myself buying time by vaguely ‘researching’ and ‘testing out ideas’, drawing no clear conclusion regarding a topic. Considering the over saturation of the online world, I found myself feeling overwhelmed.
The vastness of social media content can sometimes make me feel like everything is already accounted for. Every image, every opinion and every perspective. As a society we seem to have evolved to a normalised reality of living our lives online, sourcing entertainment, education and relationships through pixilated screens of light, often without too much rigorous thought to these habits. Applying this school of thought more productively, I can recognise how it influences me as a content creator. In continuing my brainstorming I intend to look deeper into current online habits exploring questions like How can Social Media positively impact us? Or How can Social Media negatively impact us?
Moving forward with this process, I decided to revisit the goals and intentions I’d stated in my Assignment 1 reflection; intentions in creating helpful, engaging online content and really honing in on the direct effects and implications of social media. Further, I looked over my comments regarding content creation that is informed by one’s experience as a consumer of social media. With this in mind, I’ve decided to explore a social media strategy aimed towards a target audience that I can relate to, specifically within my own age group of 18-29 year olds. This demographic makes up 22.5% of the Sensis data (2020) and I intend to investigate their online habits further.
References:
Sensis (2020), Have your say Australia, Yellow Social Media Report, data file, Sensis, Melbourne, <https://portal.glowfeed.com/shared-report/f98c499e-2cfd-4c17-8432-12fa1d4734b6?token=df9fc36c000cb1478205baf09511eb8e&emailVerifyToken=5m3vl72n0>.
Post 3: Informing my own work
My own understandings of social media are ever-evolving, increasingly so as I recognise the complex, multifaceted nature of the term and all that it encompasses. In unpacking my understanding, I intend to utilise my experiences with social media as a consumer to inform my decisions as a creator. Over my past years at University specifically, I have recognised a shift in my interpretation of social media and its affordances. As something I previously engaged with primarily for entertainment and conversing with friends as a teenager, social media now seems like more of a tool with which one can navigate through business, relationships, lifestyle and ultimately society. Moving forward in this studio, I hope to take this tool of social media along with the tool of data to ultimately create something that is a beneficial extension to the consciousness of an online audience. Something with purpose and intention that is tailored to their interests, highlights a new perspective or fills a gap in the social media sphere.
Further, with the extensive data and detail provided through the Sensis surveys, my work will be informed by the social media habits of specific audiences. Particularly aided through the ‘filter’ aspect on the survey, I will be able to hone in on individual ideals and demographics, tailoring my work to best suit their online experiences.
Lastly, to reference my own aforementioned examples of social media surrounding the rampant news coverage of COVID-19, I intend to create work in this studio that will counteract any overwhelming and unhelpful feelings that can surface through online media coverage. With a deeper awareness of the implications of social media, the feelings it can elicit and the mark it can leave – emphasising the value of two-way communication between the media maker and the audience.
As a whole, I foresee that the Sensis data, my own understandings and the highlighted examples of social media will provide a solid foundation to build on in this studio. I look forward to the further learning, insight and eventual creation of my own social media artefact – a personal contribution to the boundless entity that is online communication as we know it.
Post 2: Inspirations and challenges
In the age of Web 2.0, social media prompts the idea that almost anything is possible with the help of the internet. Content can go viral and online trends can rise just as quickly as they fall. In saying this, one aspect that I find to be challenging is the intenseness, overexposure and bombardment driven from online content.
Particularly in the last few days amid the increasing pandemic of COVID-19, it is seemingly impossible to check social media without some form of commentary, update or ‘fake news’ propaganda surrounding the topic. Personally, I have found it challenging to stay informed on the matter without feeling overwhelmed. There seems to be such a fine line between the two. Further, in these times of uncertainty people are often looking for answers or reassurance which is helpful when legitimate e.g. Health organisations but contrarily dangerous if it is not. Social media can perpetuate this risk through its freedom of speech, echoing the opinions of anyone and everyone – verified or not.
In the midst of COVID-19, countless posts are circulating online with ‘false and misleading’ health tips in some cases ‘wrongly attributed’ to Stanford University (Fichera, 2020). Inclusive of claims that a 10-second deep breath without coughing, discomfort or tightness etc indicates no virus or infection. These posts have been rapidly shared across many social media platforms. The online dissemination of this information, despite being shared with the intention of reducing harm seems to actually enhance harm – with the risk of undiagnosed cases of those who believe they are fine after seeing an Instagram post.
More inspiringly, social media can also be a light in these dark time, through maintaining communication online when we are unable to do so physically. Social media can support our essential familiar connections and relationships to combat isolation and uncertainty. In the last half an hour, despite not leaving my room, I been able to message my brother who is 13,760km away in Canada, along with contributing to an online University tutorial – both of which are made possible through the power of social media.
References:
Fichera, Angelo 2020, Viral Social Media Posts Offer False Coronavirus Tips, Fact Check, The University of Pennsylvania, Web. https://www.factcheck.org/2020/03/viral-social-media-posts-offer-false-coronavirus-tips/