Contextual Essay

After much research, prototyping and receiving feedback from various personal perspectives, I have finally produced my Digital Artefact. My Digital Artefact focuses on the future of Targeted advertising. Often, I am left surprised if I am talking about going on holiday and then jump on social media to see advertisements promoting the holiday destinations I was just talking about. Or if I take a photo of something, or even if I am speaking about it on the phone, I would straight away get advertisements for whatever product I was talking about or taking a photo of. While this indicates the rapidly developing technologies of the marketing industry, it is also a privacy concern for most consumers like myself. The three types of audience I have chosen to target is children, people with mental health issues, and couples experiencing problems in their relationship. The reason why I have chosen to target these groups is because they are the most vulnerable to these kinds of targeted advertisements. My Digital artefact is not a podcast, a twiterature or a blog that talks about future cultures. It is a future culture in itself. It is an advertisement of the future.

My first advertisement is aimed at children aged 3 – 6 years because that is what I found the most interesting in the article that Emran had provided. Children in this age group are able to identify ads and distinguish between an ad and a tv show, however they cannot understand that the ad is a marketing strategy. They think advertisements are just for entertaining and that they are helpful. Kids aged between 3 and 6 will never criticize anything that an ad says. This is why I have targeted them in my first ad. I have shown my audience how scary advertising can get if software like alphonso has the potential to collect data about the family “I was listening to your mother and fathers conversation”

Jamie, who has provided feedback on my beta presentation provided resources that gave me an idea about how advertising in the future will be able to bring content to you according to your health and how you feel. This is why the target audience for the second advertisement is people with mental health issues especially depression. In this advertisement I have indicated that future advertisements will be able to keep track of heart rate (through smart watches), blood pressure, analyse facial expressions and voice, to collect and analyse data on the mood of the audience.

My third advertisement is a real concern for privacy, as it points out the serious issues that adults face in their private lives. This one clearly indicates that it is true that there are software that collect audible data through the microphones of the devices that we use. I also think that this kind of data can be combined with the data that smart watches collect from our bodies.

In a few years time, advertisements will not just be listening to our conversations but will also be emotionally manipulative in our weakest of times.

References

Raising Children Network. (2019). Advertising and children. [online] Available at: https://raisingchildren.net.au/toddlers/play-learning/screen-time-media/advertising-children [Accessed 2 Apr. 2019].

Fast Company. (2019). Your smartwatches may soon know way, way more about what you’re doing. [online] Available at: https://www.fastcompany.com/90345625/smartwatches-may-soon-know-way-way-more-about-what-youre-doing [Accessed 29 May 2019].

Digital Artefact

Photos are screenshots from http://www.target.com.au
Photos are screenshots from http://www.woolworths.com.au
Photos belong to visitors of the mentioned holiday destinations

Blog Post 4

I must be honest I did enjoy watching the pitch presentations that I was assigned to comment on, a little more than the beta presentations that I was assigned to.

The first person I commented on was Phillip Muzzall. Phillip’s Digital Artefact is about continuing his profession of marketing and promoting his record label through Instagram. I thought this was a great way to further develop his profession, as well as focus on social media marketing trends that are compatible with the constant evolution and updates on Instagram. My comment on his beta presentation was about how social media influencers are people who are used as tools for marketing purposes and that I don’t think this is something that will ever change. I also said that Instagram stories were another great tool for marketing. He can maintain the aesthetic qualities of his content, as well as meeting the standards of the rapidly developing social media trends. He can keep watch of how many views his stories are getting. If his content has high aesthetic qualities and can attract his future audience than his new marketing strategies are successful and people will view these stories, if it is not then they will skip it.

https://digitalmarketinginstitute.com/en-au/blog/3-trends-defining-the-future-of-social-media-for-business

https://phillipamblog.wordpress.com/2019/05/03/bcm325-task-2-part-2-da-beta/

Tanmayi’s idea for her Digital artefact was a podcast that focuses on the use of Artificial Intelligence in social media. Listening to the two episodes of the podcast she had created, it did remind me of my own digital artefact idea, which was to focus on the future of advertisements, more specifically targeted advertisements. Her research really resembled mine considering she had mentioned software like Alphonso listening to our everyday dialogue with other people to gather data on our interests and develop advertisements accordingly. I thought her podcast was of great quality, however suggested that these episodes could be a little shorter, that way it can allow her to focus on one idea at a time, as these topics can be quite broad. I also suggested that in the conclusion of her digital artefact she may want to include her own predictions and opinions on how these kinds of artificially intelligent advertisements can affect people in the marketing industry in the future. Would it make their jobs easier, or would it strip them from their jobs?

https://tanmayikotamraju.wordpress.com/2019/05/03/talks-with-tan-beta-presentation/

https://hackernoon.com/the-future-of-ai-assisted-social-media-marketing-7f8e91afbec1

The last beta presentation that I provided my feedback on was Emma’s. She has decided to do a blog on the evolution of robots throughout the years. She will be making content that I think will capture the attention of most of her audience. I was very intrigued by the timeline she had designed on her blog, highlighting all the different types of robots that have been invented throughout history. Emma also mentioned that to conclude her blog she will include a video of her prediction of how robots will be used in the future. I suggested that the information on the robots in her timeline could have a bit more detail and could also include her personal comments on these.

https://emhawken.wordpress.com/2019/05/03/beta-presentation/

https://www.forbes.com/sites/lelalondon/2018/11/28/this-is-what-the-future-of-robots-might-do-to-humanity/#1ab0782a72ae

I hope the feedback I have provided my peers with have been helpful to them and wish them all the best in their final submissions!

Blog Post 3

The screenings from Week 8 to 12 a little more engaging for me, probably because they are a lot more modern, and relatable. In these movies, it is much more easier to recognize that our world today resembles the world pictured in these movies. Therefore I also found the live tweeting experience a lot more interactive this time around.

First of all, based on student recommendations in week 8, “iRobot” was screened, an action filled movie that I found interesting because it does a great job on focusing on the level of equality between robots and humans. That is why I have retweeted @matildajes’s tweet when she quoted a very powerful line from the movie: “Thank you… You’ve said someone, not something”.

In week 9, “Robot and Frank” was a great movie which really broke through the stereotypical concept of evil robots. I have retweeted something by @phillipam_ that exactly describes this: “This movie is a more realistic representation on how robots can help us… instead of kill us…”. Retweeting things is a great way to interact with peers as it shows your understanding of their opinion.

I have also tweeted my opinion in week 9 about the human dependence on technology. I mentioned that the movie did a great job in reflecting how the future will be no different from today in regards to how dependant we are on technology. A reply from @kiianapaige showed that she had the same opinion. If anything she mentioned that we are probably even more dependant on our phones than Frank is with his robot. Our phones hold all of our personal data whereas Frank’s robot is merely an assistant.

Blade Runner 2049 was one of the movies that I was the most interested in. The concept of implanted artificial memories does remind me of how nowadays we store all of our memories on social media, otherwise we feel like it never happened. It also reflects how some users on social media platforms post “throwbacks” or manipulate their images to make it look like they have been travelling. Only the users know that these are false events, and in Blade runner it is the opposite where the replicants are unaware of the falseness of these memories. I tweeted this and it gave a chance for my peers to give their opinion on storing memories online, and how they thought it’s a great way to keep these memorable.

Another great aspect of this live tweeting experience is that it allows us students to do our research and share it online with the rest of the class. This research can be interesting and valuable information to understand the movie. For example when we were watching The Matrix 1999, I was able to find the philosophical aspect that the movie was based on. I found information on French Philosopher Descartes and how he never trusted his senses because they often mislead him, and he was in favour of using the mind as a means to obtain information on the world rather than our senses. Sharing links like this in our live tweeting exercises is always helpful in allowing me and my peers to understand the background context of the movie.

Overall Week 8 to 12 live tweeting exercises were quite successful.

Beta Presentation – Rumeysa Ceylan

This beta presentation discusses a few things that stood out to me when I viewed the resources that my peers had given me. I have indicated that the youth will have no concept of privacy, as digital advertising is in everything they do online. I have also chosen to go for a creepy mood for this animation as my digital artefact is supposed to make my audience feel disturbed, which is also reflected in Ciara’s feedback, when she said it can really scare people off. Nicole’s resources also made me think that Alphonso should not have respect for privacy just like Google Home. Note: DA will be an actual advertisement.

Blog Post 2

I have provided feedback on all three of my assigned peers, on their digital artefact pitch presentations. First I commented on Nicole Gentle’s presentation. Nicole proposed the idea of starting a fictional blog to convey how society has a social and ecological impact on the world and on each other. She mentioned that she will combine both of her majors to speak out to the audience in a way that will trigger their imagination and critical thinking abilities. Her intention is to make a product that will make the audience think of what kind of an impact they have on the world and the environment they live in. I like this idea of conveying where ecology is leading the world because of human impact. Like Emran Fejzuli has mentioned, taking a political approach is one way to go about it. Being visual is another way. I suggested that illustrations could be an interesting experience for the audience. “Between Bears Ears and Daneros Mine” by Mary Mattingly 2018, is one example of a work that could be an inspiration. Mattingly visually imposes a post apocalyptic future in her work, where humans are forced to live nomadically through the wreckage of civilization. Mattingly’s work would be a good inspiration to Nicole if she wanted to explain a narrative visually, on her fictional blog.

https://www.artsy.net/artwork/mary-mattingly-between-bears-ears-and-daneros-mine

As a pregnant woman, Ciara Garvin has decided to explore how children are affected by the developing world. Genetic alterations is a serious concern for Ciara and any of her future children to be born, so she has decided to make a podcast, discussing with her husband whether they would be willing to genetically alter their future children. Science is not really my forte, so when I heard that genetic alterations for unborn babies was a thing, I was very surprised. Listening to both Ciara’s and her partner’s point of view on this topic would be quite interesting for the audience. I suggested to Ciara that perhaps getting third party opinions, such as other family members and friends or even people they have never met, would also make the podcast more engaging. Hearing various perspectives is always mind opening.

Emran Fejzuli’s pitch for his Digital Artefact was particularly interesting to me as I also Digital Media. Emran has decided to make a video essay about the future of film making, and the essay will have a chronological nature. He will cover the past and current technologies used in filmmaking, and explore how changes in technology will shape the future of filmmaking. Through the screenings of this subject it is clearly evident how much the film industry has developed already. The nature of pre-production, production and post-production is one thing Emran can focus on. But perhaps a more interesting thing to focus on, which I will never get over, is interactive movies, and one example is the Netflix original, Bandersnatch (Slade,2018), where the audience uses the controller to make choices for the protagonist. This concept of interactivity on Netflix can also be implemented in movie theatres. Everyone in the theatre could be provided with a tablet to make a vote on what the protagonist does next. I look forward to looking at Emran’s digital essay, and I wish all of my peers the best in their final project.

https://www.theverge.com/2018/12/28/18159096/black-mirror-bandersnatch-apple-tv-chromecast-netflix-devices-support

Blog Post 1

The concept of live tweeting our reactions and reflection on the weekly screenings in BCM325 was very new to me. My major is Digital Media so I am more about content developing, however that being said, I did enjoy engaging with peers through live tweeting about films that explore future cultures. Metropolis (Lang, 1927) was the first screening that we watched and I must admit it was not my favourite, only because of how old the production quality looked and it just was not engaging enough for me. I tweeted my confusion about why there were only 10 hours on the clock and there were many people who replied that it was “the standard working hours for a labourer back then”. The live tweet exercise in week 1 showed me that these weekly screenings may be confusing for me, but live tweeting is a good way to stay in the loop.

Another example of this is in week 4 when I walked into class late and missed the first 15 minutes of Bladerunner (Scott, 1982). Through interacting with peers on twitter, I was able to get a general idea of what the movie was about and found that I had in fact not missed much.

I think 2001: A Space Odyssey (Kubrick, 1968) was my favourite screening because of how much it reminded me of Be Right Back (Harris, 2013) a Black Mirror (Brooker, 2011) episode that also explores the future of artificial intelligence. I retweeted something that one of my peers had tweeted about the choice of song that HAL sang, “Daisy Bell” by Harry Dacre. This song was apparently the sung by the first singing computer invented. My interaction with tweets like these gives me an easy way to remember information about the movie.

By week 3, I had realized that the theme of technology versus humanity was becoming common and predictable. When I tweeted this thought I found people agreeing with me.

Ghost in the Shell (Oshii, 1996) was probably my least favourite in all the screenings so far. It was hard to follow because of the language barrier and my failure to catch up with the subtitles. Anime is not really my cup of tea, but there were some things I found interesting through engaging with other peoples’ tweets. For example I found myself agreeing with one tweet, where it was mentioned that the realness of the movie even though it is set in the future is quite “refreshing”. I retweeted this because I also recognized that the setting wasn’t too unfamiliar or unrecognizable like the previous futuristic films that were screened.

In writing this blog I am realizing that I probably should have replied more to other peoples’ tweets, to make the live tweeting experience more lively and engaging. So far I am enjoying the live tweeting exercises and I think it’s an indication of modernization in educational environments.

References

2001: A Space Odyssey. (1968). [film] Directed by S. Kubrick. United Kingdom: Stanley Kubrick Productions.

Blade Runner. (1982). [film] Directed by R. Scott. USA: The Ladd Company.

Dacre, H. (1893). Daisy Bell. [online] United States: Dan w. Quinn.

Be Right Back. (2013). [film] Directed by O. Harris. United Kingdom: Endemol.

Ghost in the Shell. (1996). [film] Directed by M. Oshii. Japan: Production I.G.

Metropolis. (1927). [film] Directed by F. Lang. Germany: UFA.

West World. (1973). [film] Directed by M. Crichton. USA: Metro-Goldwyn-Mayer (MGM).

Black Mirror. (2011). [film] Directed by C. Brooker. United Kingdom: Endemol Shine UK.

DA Pitch

For this Digital Artefact, I have chosen to do research into targeted advertisements and how we often come across ads about things that we speak about. From my own experiences, I can certainly say that surveillance advertising and targeted ads are very real, and concerning for our privacy. First it was just a matter of prime-time audiences, then tracking web-browsing habits. Now companies like Alphonso, are using access to our devices’ microphones in order to collect data of what we do and what we talk about in our everyday lives. I found it very interesting how Alphonso is a software that is installed in games that children play, and this software accesses the microphone to provide targeted advertisements.  This digital artefact is an animation about what this kind of advertising may bring in the future.