MARKET

Digital Story Telling Example

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Bear 7

A very strong example of digital narrative developed from a tiny seed of thought. I like the voice over element and the continuous movement on the page. This is not just telling the story of one bear, it is telling the conceptual story of what the bear stands for and everything else surround human society and how we live. I like the graphic stats meets real life filming as both offer strong visual contrast from online and offline. The negatives with this piece is that there is a feeling of anti climax, like you are waiting for something major to happen and for all to be revealed but instead it just plays on and on and you never quite get to the end of it. This would put some viewers off and make them switch over straight away which I want to avoid.

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Audience Profile

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  • The Social Media User

Meet your average social media user. Someone who regularly browses their newsfeed, maybe uploads their own content occasionally, but generally uses social media to keep in contact with friends, view funny videos or images people post and just to pass time when their bored. The average user knows that there is hype surrounding social media but neither gets flustered by it, nor ignores it. Their the middle of the road type of user, can live with it and can live without it. They are the ones who will stop and interact with The #Life. Its important to reiterate that The #Life is not trying to portray a bad or good opinion of social media, it is just a visual representation of the behaviours carried out online and offering an interesting perspective. Therefore, the target market of viewers will be those with an interest in viewing something a bit different, someone who is not so involved with social media that they have a very firm opinion of it and somebody who can take a step back and appreciate the observation/representation. Note how I haven’t referred to the user as either a he or a she,  because my project is not gender specific and can be appreciated by all.

  • The Non Social Media User

Due to the comparison elements of the project I feel that even non social media users will be able to relate to what is trying to be portrayed. This section of the audience I would assume to be slightly older, or those who are not that familiar with Social Media directly but are aware of it and what it has become. Social media is such a big thing now that it is impossible to have not come across it… even my 84 year old Grandad has Facebook and him and my Nan regularly sit and see what their grandchildren are getting up to.

 

Although the target market stated is quite broad, I don’t think should be seen as a bad thing. Social media is a big enough topic to be understood by most and the creative aspect off the mini pieces included within the project will be appreciated in their own right. Kelley and Ugenheimer (2008) highlight how “arriving at the right audience appears on the surface to be a simple exercise” (p.59), however their must be careful crafting and planing to get the best results. Kelley and Ugenheimer (2008)  suggest that the target market can appreciate a given piece from a number of different ways depending on their own circumstances. For example, some may “make sense of it from a business perspective, a marketing perspective, a media perspective, and a creative perspective” (p.59) . The aim of this project has always been for the audiences to arrive at their own conclusions and take from it what they see fit, so although defining a target market is possible, the nature of the project makes it more of a “media exercise” (Kelley and Ugenheimer 2008, p.59).

Market: Field of Endeavour

The field of endeavour in which my graduate project is positioned within, is similar to that of a fine art approach to modern media technologies. The piece will stand alone as a concept of appreciation for understanding audience engagement with social media and reflect a social study. The most unique aspect of this project is that it is an artistic piece created from a non artistic platform that is social media. It is a piece of artistic expression stimulating the exploration of the role of social media within society. The audience are challenged personally to access and address their own journey and engagement with social media as a whole and ask question about the future of online and offline life. This in itself reflects the creative process users of social media go through each time they upload something online because they are creating themselves, creating evidence to show an online persona. This project may suffer criticism because it does not necessarily have a point, but the point is that it will aim to achieve a reflective response from those who choose to engage with it. The project will be aimed at a generation of people who have grown up with social media and have become reliant on it, meaning that it will promote personal growth and development within a personal experience that makes the social media user/project viewer take a step back from everything just for a moment.

 

Research: Short Film ‘The Anti-Social Network’

The description:

Written & Directed by Shae-Lee Shackleford

The Anti-Social Network is a comedic short film about a social media addict named Lucas (played by Sam Mac). He is so consumed, the boundaries between his real life and his virtual reality are obsolete. A chance meeting with a girl named Leila (played by Shae-Lee Shackleford) forces him to come to grips with the ultimate paradox.

The Anti-Social Network was written, directed and produced by Shae-Lee Shackleford. She created the film to be a humorous observation of the social media driven world we live in. The film is aimed to ‘poke’ fun at is the obsession we have with online interaction, sometimes to the detriment of our real everyday lives and relationships

The film also features appearances by Matt Doran and Natarsha Belling and the soundtrack includes Australian artist the Flight Facilities, Art vs Science, Mitzi and Justice Crew.

Instagram: shaeleeshack
Twitter: @ShaeLeeShack

This film was simple and a bit cheesey, but fantastic at combining elements of Facebook and the real world relationships we have grown to form with other people. The interactions online and offline are depicted with key, recognisable notifications that the viewer (if they are a Facebook user) is familiar with. Combining comedy and entertainment value, the growing dependance on social media is portrayed really well.  This is relevant when assessing my own script for my own story to get across a powerful message, and offers ideas about combining real world and online world communications and imagery.

Another up and coming film idea by the same creator is Socially Awkward Media

Another great way to depict the real life social effects that online social media has had offline.

Audience Research: “Distracted: How hyper stimulation is making you smarter”

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In December 2013, Wired Magazine published this article  which summarise just how dependent people are becoming on technology, and how often they are checking it, browsing the internet and generally engaging with the technologies alongside everyday life. A point raised about the successes of interactive media really struck importance ….

“it triggers intermittent reinforcement, this well-known psychological mechanism by which whenever we’re presented by a system that irregularly rewards us, it’s really hard to pull ourselves away.”

In terms of getting an audience to engage with a story online – there must be some sort of “reward” ? I’m unsure what this could be… entertainment, educational, physical reward? hmm…

Augmented Reality App

zappar Introducing Zappar, an app that could revolutionise static print material… This app scans a still print image and reveals a video… effectively making the video come to life. This could be interesting with regards to my story… an image that when scanned would reveal part of the story perhaps? An issue of this would be people not having the app and not wishing to download it in order to participate? This would result in lower levels of audience involvement, however it could be a good way to market and promote people to get involved initially. Zapper To use Zappar, I would have to utilise the free 30 day trial in order to create my own Zaps. This means that I would have to correctly time everything to fit in the time frame of creating and broadcasting zaps.

“Secret is the new social”

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In an article published in Cosmopolitan magazine (March 2014) it would seem that publicly displaying ones life on social media is a thing of the past, revealing “the next big thing: ‘private’ social networks’. People are choosing to stay away from public spaces online as more and more people become users. People are protecting their identity more so than ever before with more and more employers checking social media. For the nature of this project, if this is the case and peoples social media usage is declining then it means that a trans media story portrayed through social media channels is going to lack enough engagement from target audience regardless of content.

 

Twitter Research Case Study: “Made In Chelsea”

“Made in Chelsea” is a popular reality TV show series shown on channel E4. The show captures the lives of young, rich and fancy free individuals living in and around the wealthy London Borough of Chelsea. The audience members are led to believe that the people and their lives are real…however “some scenes are created for entertainment purposes”. The characters from the show are all active Twitter uses with a massive following. The images included below are recorded moments of the live newsfeed during the same time the show was running on air. It was surprising to see just how active the Twitter feed was when you would normally expect the viewer to be glued to their TV screens.

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