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GALLERY 2014

visual communication practice

Represented

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Description of idea

Describe your idea and concept of your work in relation to the festival outlines:


This concept looks at Social Media as a major contributing factor to todays communication industry. It’s not always seen as dialogic (often not respectful and understanding), but it’s a strong force that is continuously taking over what previously may have been dialogic situations and experiences. Technology may slowly be replacing dialogue.
This concept explores how we use social media sites to represent ourselves today, the result being a growing lack of dialogue within our society. We are ‘connecting’ via social media, engaging with each other online rather then face to face. By doing so we are losing the intimacy that can be gained when conversing face to face. Social Media gives us the ability to connect with people all across the globe however it is not as intimate as conversing in person where emotion and thought can be represented honestly, where we as people can be represented honestly. People hide behind their screens, in their own virtual bubbles - Connected to one world, disconnected from the other. Dialogue is about being present and it is responsible and respectful.

There are various different aspects to my campaign, all purposely placed to mean something in relation to my concept.
The busy background of various social networking symbols represent the chaotic online world of social media that consumes us.
The different typefaces used in this concept are also symbolic. “Represented” is in a similar font to the Facebook, directly connected with the social media symbols and the meaning of the word itself in relation to Facebook. “Not present” is in a bold, friendly typeface to relate more to the idea of being present. The sub text is in a modern, san serif font helping to portray the message and meaning of the issue that the campaign addresses.
The symbols directly above the characters heads represent three of the biggest social media sites that we engage with, distracting us from physical world.
The people are ‘hanging with friends’ to represent a common social situation in which has been replaced with social media interaction.
Ultimately this concept looks at situations where there is a lack of dialogue. These situations aren’t intimate, and the way I’ve designed my campaign reflects that very starkness and sterility of this idea. This doesn’t mean the audience can’t be intimate with the advertisement. The starkness helps to create interest and that is what draws the initial attention of a passer by, and the slightly hidden message is what keeps the interest – wanting to find out more.

What kind of communication approach do you use?

There is already some discussion online about the way social media is invading out intimate space, with videos such as the ‘put down your phone’ and ‘look up’ films created for the ‘online generation’. However, there seems to be little happening in physical public spaces. I have created a poster, a display for the interior of a train, and a flyer to get people thinking about and aware of this issue in the public spaces that are slowly being taken over by social media engagement. So rather then publicizing the issue online for people to see whilst they’re already online, I have created the campaign so that they can be seen in public areas to get people thinking about the issue in the physical places that are being taken over by social media.

What are in your opinion concrete benefits to the society because of your communication?

This is an awareness campaign, created to make people think about and discuss the way we engage with each other today. Benefits will be that people will view this campaign and be encouraged to put down their phones and be present in the real world. They will see the importance and benefits of engaging with eachother face to face and interact with people in a more meaningful way.

What did you personally learn from creating your submitted work?

I learnt that dialogue is a form of communication that is respectful and meaningful - it’s all good to talk to someone but if you’re not engaged and present within the discussion it doesn’t count. It’s about intimacy and understanding. You have to be aware and listening to what the other is saying, present in the discussion. It takes more then one person to engage in dialogue and ultimately, it’s a respectful relationship.

Why is your work, GOOD communication WORK?

My campaign can be considered good advertising work because the message isn’t over complicated - it is simple and clear, and it encourages thinking and engagement. It’s relative and relatable to today’s people and being able to relate to the campaign will make people feel more connected with the message and its universal appeal. The imagery is consistent across the campaign, as is the message which helps to enforce the meaning and importance of each element. Above all, it’s honest so hopefully that will help it to break through the clutter.

Where and how do you intent do implement your work?

I would display the collateral in various public spaces such as on posters, within train interiors and in flyers that can go in peoples letterboxes. This way the campaign can be seen in public areas to get people thinking about the issue in the physical places that are being taken over by social media.

Did your intervention had an effect on other Media. If yes, describe the effect? (Has other media reported on it- how? Were you able to change other media with your work- how?)

No


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Entry details

Title

Represented


Headline

Disconnect from Social Media. Connect to Reality


Concept author(s)

Lillian Wentworth


Concept author year(s) of birth

1993


Concept author(s) contribution

Creator of campaign


Country

Australia


Competition category

visual communication practice


Competition subcategory

static


Competition field

academic


Competition subfield

student


Subfield description

Swinburne