Abstract
This research topic is focused on the re-appropriation of content from one medium to another; and the way that such a shift can influence one’s perception or understanding of information. The motivation for researching this topic is based on a desire to create an open source educational aid, making people aware of how messages can be communicated; and how this can bring about social/envinromental/political change.
In observing the communicational/functional/interactive capabilities of mediums, we aim to find innovative way to: (a) deliver information effectively; and (b) expand the function(s) of a given medium.
The research methods are based around people and interaction. This includes a survey, focus group and a series of practical people-based experiments.
The results have suggested that content is ususally interpreted differently from one medium to another.
We propose to make a website that aims to educate people and expand their ‘narrow mind’ of the functions of the mediums. We formulate a set of artifacts that provide insight into mediums and the possibilities of expanded functional capabilities.
Introduction
Research Focus
This research project is based on the way in which people interpret information. It surrounds language; specifically, the language of mediums; and their influence on the interpretation of content or messages. Referencing Marshall McLuhan’s argument ‘the medium is the message’, we are exploring how the interpretation of a message can be influenced by the medium that it is presented within.
Background
According to McLuhan, people tend to see only the ‘obvious’ aspects of a medium. This behaviour leads to generalised judgements about the aspects / advantages / disadvantages about an invention / innovation / idea. However, after a long period of time and experience with the innovation, we often look backwards and see the effects of which we were unaware at the outset. These effects are termed “unintended consequences” or “unanticipated consequences”.
Scope of Project
The scope of this project is the study of messages, their application or re-appropriation onto various unrelated mediums, and varying interpretations that are generated.
In development of this initial idea, we are focusing on how a message can be conveyed in an interesting/engaging way through one medium. In other words, how mediums’ initial functions can be expanded to perform the task of delivering a message. Furthemore, we are testing the effect that differing contexts have on changing peoples’ interpretations.
Objectives
As previously argued, people tend to see only the ‘obvious’ aspects of mediums. Therefore, by studying the way in which people engage with information, we aim to find innovative ways to: (a) deliver information effectively; and (b) expand the function/s of a given medium.
To achieve this goal, we aim to develop an interactive educational website which explores the multiple functions of various mediums. The audience will be able to re-appropriate content from one medium to another, and gain their own interpretations.
The purpose of the website is to expand people’s perceptions about the functions of various mediums. In broader terms, we aim to achieve this by instilling a degree of environmentally sustainable ideologies, which will hopefully lead to a greater social consciousness amongst the participants.
Design Considerations
Context
Based on group research, the internet is arguably the most effective medium of reaching a large audience. Therefore, we are positioning ourselves within the internet environment to achieve worldwide communication. Research argues that a majority of all generational populations nowadays can no longer be separated from the internet. This shift in medium preference/use from traditional means to modern digitised mediums is a main argument for positioning the design outcome on the internet.
Competitors
Marketing companies are considered as a main set of competitors; however, we are not positioning ourselves within the marketing arena. Rather, we see the opportunity to develop an educational stream in society which can expand people’s minds about mediums and their intended/possible functions.
However, the notion that marketing companies aim to find new innovations for communication present us with the challenge of proving points of differentiation (please see more details under ‘Positioning’ heading), rather than having ‘just another’ innovation or placing a message on any given medium.
Methodologies
Survey
In scoping the topic, a survey was conducted to gather general comments, and find any trends towards similar thinking amongst the participants. The survey, which lasted a week, attracted 146 responses. Upon evaluation of the results, we found that the development of digital mediums is highly accepted among the society. The idea of making personal messages public is also one factor that encourages the use of ‘unusual’ mediums, such as writing on a wall as opposed to writing on a personal diary. However, as the summary from the survey was not considered concrete enough to support the whole research, focus group and lab experiments were done afterwards.
Focus Group
The focus group was attended by 4 participants from different age ranges and all 3 of the group members. They come from different background, where they showed different interpretation and response towards different mediums. In general sense, they see mediums based on the ‘feelings’ and impacts that comes with them. Some older generations, in particular, see that the development of the mediums hinders the interaction between people.
Lab Experiments
The first experiment that we did was called ‘Environment is the medium’. It took place in the Botanical Garden, where we created the recycle logo with leaves and observed how people would respond to it. The experiment attracted different responses from random people and good suggestions from the audience as well. In summary to the experiment, people find the idea of using environment to deliver a message as “brilliant” and “very creative”.
The second experiment that is still in progress is called ‘Way-finding Game’, where the participants will have to find the ‘final place’ using instructions on different mediums, given a certain context. There will be 5 different spots of instructions, where on each spots they will be given 3 different mediums, but only 1 of them will take them to the right track. The idea of the experiment is to get the understanding of how people associate a given message with the context of the mediums.
Positioning
Product Audience
The project is targeting all range of age, although the younger generation seems to be the largest amount of audience, although it does not cover the fact that older generations still hold an important role.
Primary target (18-35 years old, both genders, designer class)
Based on our research, young generations have been the main driving factor of communication today. Therefore, the task to find possibility of more-sustainable mediums for the future is put mainly on the shoulder of young generations. Designers, in particular, are expected to ‘change the system’ and encourage the society to make a shift to using more sustainable mediums in the long term.
Secondary target (36-50 years old, both genders, working class)
Although it was mentioned that the younger generations are the main driving force of communication today, older generations sometimes come with new innovations and ideas that are from another perspective. This group is expected to be the secondary driving factor to the development of mediums. However, it is believed that they find it more difficult to accept the shift from traditional form of the mediums, but on the other hand have a more-settled mind of the selections of mediums.
Design Restraints
Although internet has been argued to be the most effective medium to educate people, it still does not cover the fact that the internet itself can be the medium that people just easily ‘come and go‘. It is possible that the audience does not get the education aspect that we put into the website, but instead just use it as an ongoing one-off artifact.
Brand Vision / Personality
Our brand is youthful, fun, curious, enthusiastic; yet with serious critical undertone. It aims to build a rapport with the audience by injecting these qualities. This will be achieved through the textual and graphic language we choose to employ in all of the designed collateral, and the freedom that the information gives to the user in allowing them to formulate their own opinions.
Points of Differentiation
Our key selling point is that we are using the methodologies of marketing and advertising yet with the sole purpose of directing people’s attentions towards education. Built into this framework is a strong commitment to developing or utilizing environmentally sustainable methods of communication. In summary, we aim to provide a socially enriching, sustainable standpoint.
Proposed Outcomes
All of the outcomes are expected to lead people to the main design proposition, which is to be a website. There, people will be able to interact with content; re-appropriating it onto different mediums, and noting their own interpretations.
Concept 1 : Book
The book will provide information about existing mediums and how people interpret the messages therein. It will also provide peoples’ opinions and reactions to content and mediums; taken from our research.
The book will provide insight into how existing mediums are used by different people in communication today and in doing so, will hopefully encourage people to expand the functional scope of such mediums – again, with an environmentally sustainable imperative in mind.
Concept 2 : Poster series
The main purpose of the poster series is to promote the existence of the website as the main proposed outcome. The posters will comprise of visual interpretations of ‘the re-appropriation of content’, and direct the audience towards the website.
Concept 3 : TVC
The TCV will allow people to imagine the possibilities of what our research is driving towards. For example, it may visualize a scenario of a medium performing a new function; thus allowing the audience to gain a sense of how the mediums that exist around us can be utiilised in varying scenarios, to varying effects.
Costing
The main cost of the production will be mainly for printing purposes. The book and poster series are the outcomes to be printed, while the TVC will be uploaded onto the Swinburne University domain at no cost. The camera and other equipment for the TVC production will be borrowed from Swinburne University at no cost. In total, the cost of production is estimated to be near $200, including printing and binding.
Timeline
Each of the research methods and their conclusions are expected to be completed within week 10.
All design of the final outcomes must be finalized at least during week 11 so that the production can be conducted as soon as possible. The project in summary is to be presented during week 13.
