Thursday, January 14, 2016
OUGD601 / Context Of Practice / End Of Module Evaluation.
End Of Module Evaluation
I believe the synthesis between research, writing and the practical element to be strong. The investigation and writing not only reflect my aspirations and intentions of my final year of study at Leeds College Of Art but the entirety of my time spent here. The investigation into publishing has been a reflection of my future with the creative industries, more than Graphic Design, this project reflects agenda – driven mentality of mine that has developed considerably and the accumulation of journalistic, direction and design practices.
The project has granted me the ability to network and connect with people that I hope to be standing amongst in the near future. Through working and experiencing the publishing powerhouse DAZED, talking (be it a bit too informally) with MUSHPIT and getting to know LAW my insight into the industry has developed dramatically and for the better of both my practice and fulfillment of general interest.
A ‘eureka’ moment or rightly, a result of the effort put into the project, the practical response DIET excites me. A result I believe has general viability, Context Of Practice 3 has granted me the ability to create something in the real world, more than the closed box of education, the result of COP3 is to be of great focus over the next year (and hopefully longer) in the extended practice modules. The result of the module is exactly that, the context of my future practice.
DIET is not only a result of an obligatory module but has the possibility to achieve a beneficial agenda itself, to dismiss sponsored opinions, to grant the common man the ability to create their own culture, their own DIET.
I believe the written element of the module to be of considerable strength, a result of the arduous amounts of effort put into it however the practical element isn’t as coherently strong. The practical response is the conception and development of the idea, the translation of the idea into a practical response could have been developed further however as planned in the initial presentation of year 3, COP3 is to inform extended practice – not be extended practice. The development and refining of the concept is to define the extended practice module; writing, design and photography are going to focus upon to additively develop DIET into the commercially viable platform I intend it to be.
I do sincerely hope the idea of DIET is communicated to the reader and that they are to share the same excitement as I have experienced developing the project.
Context Of Practice is not the end of my endeavors in research, writing and the translation of the mentioned into practice, COP3 has been a ‘taster’ of postgraduate study in which similar areas of research are to undertaken.
I do have considerable worry of the copyright and intellectual property of the platform’s strategy, as too discussed in the dissertation, my intent of the project is to stay in the ‘underground’ – to be without compromise, if the platform is imitated, it’s unique attributes are tainted. Initial query into the copyright of the idea has suggested problems, the copyright of an idea cannot be granted, only the copyright of a function can be, this is to be considered with great detail before the platform is to become live.
The commercial viability of the project is the greatest threat to the viability and future of the platform, to publish without advertising can be difficult and can be at the expense of considerable sacrifice (Appendix A & B) however initial consideration into start up costs have been considered to minimize such difficulties.
A note on the documentary of the project; the informality of tutorials throughout the project, which lend themselves to a greater depth of discussion, natural development and creativity, has influenced the ability to document the tutorial sessions yet informed my practice beyond greatly. It is worthy to mention the availability and input from Daniel Cookney as of great worth. The number of tutorials far exceeded that of the planned minimum and the development of project has considerably benefitted from such conversation, input and critique.
N.B: The dissertation does not include an acknowledgements page so I would like to acknowledge the input of Daniel Cookney and peers of the BA (Hons) Graphic Design ‘16 of considerable gratitude.
I believe the synthesis between research, writing and the practical element to be strong. The investigation and writing not only reflect my aspirations and intentions of my final year of study at Leeds College Of Art but the entirety of my time spent here. The investigation into publishing has been a reflection of my future with the creative industries, more than Graphic Design, this project reflects agenda – driven mentality of mine that has developed considerably and the accumulation of journalistic, direction and design practices.
The project has granted me the ability to network and connect with people that I hope to be standing amongst in the near future. Through working and experiencing the publishing powerhouse DAZED, talking (be it a bit too informally) with MUSHPIT and getting to know LAW my insight into the industry has developed dramatically and for the better of both my practice and fulfillment of general interest.
A ‘eureka’ moment or rightly, a result of the effort put into the project, the practical response DIET excites me. A result I believe has general viability, Context Of Practice 3 has granted me the ability to create something in the real world, more than the closed box of education, the result of COP3 is to be of great focus over the next year (and hopefully longer) in the extended practice modules. The result of the module is exactly that, the context of my future practice.
DIET is not only a result of an obligatory module but has the possibility to achieve a beneficial agenda itself, to dismiss sponsored opinions, to grant the common man the ability to create their own culture, their own DIET.
I believe the written element of the module to be of considerable strength, a result of the arduous amounts of effort put into it however the practical element isn’t as coherently strong. The practical response is the conception and development of the idea, the translation of the idea into a practical response could have been developed further however as planned in the initial presentation of year 3, COP3 is to inform extended practice – not be extended practice. The development and refining of the concept is to define the extended practice module; writing, design and photography are going to focus upon to additively develop DIET into the commercially viable platform I intend it to be.
I do sincerely hope the idea of DIET is communicated to the reader and that they are to share the same excitement as I have experienced developing the project.
Context Of Practice is not the end of my endeavors in research, writing and the translation of the mentioned into practice, COP3 has been a ‘taster’ of postgraduate study in which similar areas of research are to undertaken.
I do have considerable worry of the copyright and intellectual property of the platform’s strategy, as too discussed in the dissertation, my intent of the project is to stay in the ‘underground’ – to be without compromise, if the platform is imitated, it’s unique attributes are tainted. Initial query into the copyright of the idea has suggested problems, the copyright of an idea cannot be granted, only the copyright of a function can be, this is to be considered with great detail before the platform is to become live.
The commercial viability of the project is the greatest threat to the viability and future of the platform, to publish without advertising can be difficult and can be at the expense of considerable sacrifice (Appendix A & B) however initial consideration into start up costs have been considered to minimize such difficulties.
A note on the documentary of the project; the informality of tutorials throughout the project, which lend themselves to a greater depth of discussion, natural development and creativity, has influenced the ability to document the tutorial sessions yet informed my practice beyond greatly. It is worthy to mention the availability and input from Daniel Cookney as of great worth. The number of tutorials far exceeded that of the planned minimum and the development of project has considerably benefitted from such conversation, input and critique.
N.B: The dissertation does not include an acknowledgements page so I would like to acknowledge the input of Daniel Cookney and peers of the BA (Hons) Graphic Design ‘16 of considerable gratitude.
Monday, January 11, 2016
OUGD601 / Context Of Practice / Practical / Costs and Considerations
COST.
The cost of each issue is going to be key
variable in the success of launching the platform; without advertisements and
the use of HP Indigo variable data printing services the cover price will be
higher than the commercial competitors.
This has been discussed thoroughly in the
writing and synthesis documents, with a higher cover price, the question has to
be asked ‘why would anyone spend £XX amount on a printed publication?’. The
ethereal attributes of print, the personalization of the product and the
relationship created through prosumption is hoped to compensate for this.
Building upon such attributes creates a product that is more than a normal
monthly, bi-monthly or seasonal product, it’s ethereal attributes create a
product more than this, a product to continually interact, to treasure, to
archive – the development of promotion strategy in order to achieve such
positioning within the market is to be key for the viability of the platform.
ESTIMATE.
With the target audience:
‘Agenda,
politicized individuals relate to the ideology behind the creative work and
creative inclined students, professionals relate to the visual culture content.
A strength of allowing the consumer to curate their content grants a wider
target audience through option.’
This isn’t to be placed as a budget item,
with such privilege of curation and individuality DIET believe a medium to high
cover price will be viable and considered worthy by its prosumers. The
cheapening of the cover price will occur with the development of the technology
and coherently with the platform.
START UP COSTS.
The platform has been set up with
consideration of the difficulties independent publishers occur (Appendix A), it
is for this reason the platform has adapted in order to occur minimal start up
costs:
-
Print On Demand services allow
DIET to receive payment before printing so that the initial cost of stockpiling
is transcended. (Appendix B refers to the traditional method in which the need
for the sale of car was necessary to fund the initial print run)
-
With content created and
curated by prosumers allows DIET to reduce or dismiss the initial need for
employers. Contributors are paid on a commission basis regarding the amount of
times their article/content is selected. This again allows DIET to transcend
initial contributor commission fees.
-
DIET will need to initially pay
for the creating of a website and the software in order to allow an online
curation to print process.
-
Advertising is too necessary
for the launch of the platform; the platform’s strategy lends itself to natural
promotion through the promoting of contributors – in turn benefiting themselves
through sales.
After speaking with the account manager of
People Of Print’s variable data printing as mentioned previously, a defined
estimate per issue cannot be given until production. Consideration of similar
independent publications is then to inform a price point of the product however
due to the lack of products of similarity to DIET’s an informed estimate will
vary. In consideration of products that exaggerate print’s ethereal attributes,
as similar to DIET’s intent, a price point between £15-£25 is to be aimed for,
we believe a price point between these figures is justified and especially
viable for the 18 – 35 year old target audience.
Sunday, January 10, 2016
Friday, January 8, 2016
OUGD601 / Context Of Practice / Further Writing / The Postmodern Meaning Of Style
The
commodification of subcultural signs
Fashion
as visual communication
The rise of technology has allowed the opposite to the idea Muggleton refers to here above, can a new subculture exist in the contemporary technological age, with its decontextualized appropriation of signs and the commodification weakening subcultural signs. Can technology create new margins in which subcultures can exist, a recent example could be the rise of the cybergoth, a subculture predominantly online based through social media platforms, this culture replaced the record shops and gigs that Punks used to congregate and subsequently survive the culture, for online spaces such as Tumblr and Myspace.
The information age and mass media dilute the original, the secluded and original, a child who has experienced mass media, globalization and void of the idea of local no longer relates to their peers, geography no longer dictates ideology as it once did. The decline of subcultures is noticeably in a contemporary society, the access to the internet transcends all geography and influence. No longer do places such as King’s Road resemble cultural hubs, hubs originated in the earliest print workshops as mentioned previously. Using King’s Road as a metaphor to reflect the transition into the contemporary summarises the influence of technology. King’s Road, once the mecca for Mods and Punks, the home to SEX, several independent record labels and the dwellings of many of the well known subcultural idols such as Sid Vicious, Vivienne Westwood and Billy Idol has been gentrified. Reflecting the ‘death of subculture’, the commodification of ideology and consumer capitalism, this transition of Kings Road reflects the contemporary state of subculture, not to be submitting to technological determinism but the influence of technologies effect upon this change is evident.
-
“Young people don’t just buy passively or
uncritically. They always transform the meaning of bought goods, appropriating
and recontextualizing mass markets styles…Most young people combine elements of
clothing to create new meanings… and sometimes reject the normative definitions
and catergories of ‘fashion’ promoted by the clothing industry’”. Willlis,
1990, p85 cited in (Muggleton, 2000, p41)
“As commodity production, exchange, and
creative appropriation intensify, signs become free-floating, travelling
towards the point at which they become irrevocably divorced from their original
cultural contexts” (Muggleton, 2000, p43)
“Culture as a commodity, the biggest growth
business of the lot: the proliferation of television, vide, computers and
information” (Savage, 1989, p171 in Muggleton, 2000, p43)
Reffering to Jameson (1984), Muggleton “If
post-punk revivals are examples of pstiche, then, as Jameson would have it,
they can say nothing new, represent nothing more than our ‘pop images’ and
‘cultural stereotypes’ of the past, for the peculiarity of postmodern time has
now and for evermore precluded any possibility of subcultural ‘originality’.
The concept of ‘authenticity’ must likewise be expunged from the postmodern vocabulary. The all-encompassing power of the contemporary mass media has
ensured that there can no long be a sanctuary for the original ‘pure’, creative
moment of subcultural innovation that preceded the onset of the contaminating
processes of commercialization, commodification and diffusion” p45
“To start with, I’ll tell you what Punk isn’t – it isn’t a fashion,
a certain style of dress … it is an idea that guides and motivates your life.
The Punk community that exists, exists to support and realize that idea through
music, art, fanzines and other expressions of personal creativity. And what is
this idea? Think for yourself, be yourself, don’t just take what society gives
you, create your own rules, live your own life.” (Anderson, 1985, cited in
O’Hara 1995 p22) Muggleton, 1999, p59)[KW1]
[KW1]PUNK is an ideology that has been commoditized. Yes it had created
its own visual language, a language derived from necessity, available resources
and technologies but the aesthetic, the fashion was never considered primarily.
Is the common idea of PUNK a reflection of the aesthetic first, the signs
consumed by the outsider mute the signified, the signified being individuality,
hedonistic and self. Also mention the reference to
expressions of personal creativity being music, art, fanzines. These were all
platforms.
Wednesday, January 6, 2016
OUGD601 / Context Of Practice / Practical / DIET / Editorial Direction
Editorial Direction
Create Your Own Culture.
DIET is a reference of the progressive, the marginalised, the innovative and the disenfranchised creatives communicating, documenting and discussing agenda through visual communication.
Audience:
Agenda, politicized individuals relate to the ideology behind the creative work and creative inclined students, professionals relate to the visual culture content. A strength of allowing the consumer to curate their content grants a wider target audience through option.
Material:
Interviews with creative practitioners.
Essays and discussions.
Documentary Photography.
Journalism.
Art & Design.
Material is to adhere to the set theme of each issue, with this change opens new formats and editorial possibilities with each reiteration. With the majority of content to be dictated by contributors, the range and variety of material can be presumed to be of a wider extent. Being open to submissions will, hopefully, result in new and innovative material from the margins of culture not found in the traditional platforms.
Through relatable stories, features, articles, essays, documentary and exclusive content CHEST challenges boundaries through creativity.
Why Do They Want It?:
Individuals like myself disenfranchised with the saturated, un-relatable contemporary publishing environment now have a platform to consciously consume content in both print and online, to consume with self-awareness, rejecting what we’re told to consume but dictating our own consumption, our own diet. Creating our own culture.
Create Your Own Culture.
DIET is a reference of the progressive, the marginalised, the innovative and the disenfranchised creatives communicating, documenting and discussing agenda through visual communication.
Audience:
Agenda, politicized individuals relate to the ideology behind the creative work and creative inclined students, professionals relate to the visual culture content. A strength of allowing the consumer to curate their content grants a wider target audience through option.
Material:
Interviews with creative practitioners.
Essays and discussions.
Documentary Photography.
Journalism.
Art & Design.
Material is to adhere to the set theme of each issue, with this change opens new formats and editorial possibilities with each reiteration. With the majority of content to be dictated by contributors, the range and variety of material can be presumed to be of a wider extent. Being open to submissions will, hopefully, result in new and innovative material from the margins of culture not found in the traditional platforms.
Through relatable stories, features, articles, essays, documentary and exclusive content CHEST challenges boundaries through creativity.
Why Do They Want It?:
Individuals like myself disenfranchised with the saturated, un-relatable contemporary publishing environment now have a platform to consciously consume content in both print and online, to consume with self-awareness, rejecting what we’re told to consume but dictating our own consumption, our own diet. Creating our own culture.
OUGD601 / Context Of Practice / Practical / Technologies / Variable Data Printing
Variable data printing allows exactly that,
variable data to be printed individually on each product. Leeds and London
based printer Pressision has such
technology; a HP Indigo 7800. The main use of such technology at the moment is
direct mail, printing individual print elements in order to establish a more
personal connection with the consumer. The use of technology within direct mail
has been quoted
to increase return of investment by up to 500%.
Variable data printing has been used by People Of Print to offer personalized
magazine covers. The experience of such personalization exaggerates the
ethereal attributes of print and personalization unobtainable in the digital –
see example
here. The possibility of my own customized cover was attractive and created
a relationship between myself (consumer) and product, conceiving a sense of
worth.
An extension of the project, selling covers
designed by well-known designers and studios created the option of further
commerce, view Eike Koenig’s entry here.
The option of multiple covers and adding a relation to a well known person
creates an added sense of value, this is reflected in the rise of multiple
covers (Research
here suggest the use of multiple of covers can increase sales due to
duplicating possibility of sale due to collection, increased advertising
revenue and creating more impressions.) i-D Magazine recently released
11 covers designed by well-known and regarded industry professionals to
celebrate their 35th anniversary.
Using variable data printing, each article
will be stored on the printer and printed cohering to a consumer’s curation.
With a set amount of articles available per issue, the dimensions of each issue
will be the same. To vary the amount of articles per issue would create an
inconsistent and subsequently more likely to expense as another variable.
Tuesday, January 5, 2016
OUGD601 / Context Of Practice / Practical / DIET - How Does It Work?
How
It Works – Consumer POV
Each month a selection (Amount of articles
unsure as platform develops) of articles are previewed online:
·
A trio of images from the
article are released in order to create excitement, represent the content and
to be used as promotional tools on both the website and social media platforms–
the use of three images embraces the format of Instagram as well as creating 3
times more opportunity to appeal to potential customer. Images are watermarked
with Issue # and logo to ensure reference to platform.
·
A text will accompany the
images summarizing the article in a captivating, promotional, enticing sense
while noting contributors.
A consumer can then curate their selection
of articles as well as other customizable features such as cover image (to be
developed upon with time) and name/ message.
·
The amount of articles a
consumer can curate is limited to a specific number (number will grow with
development of business dependent on viability) in order to keep a constant
price point and consistent advertising space per issue.
The curation of content is then printed
according to selection using a variable data printing process.
·
The narrative of articles
within print is to adhere to a system of article # first to last.
Or…
The curation of articles is sent via PDF to
the consumer in a format specifically design for optimum digital viewing
experience.
·
The PDF option is available at
a reduced rate as print and distribution costs are transcended.
How
It Works – Contributor POV
Each month a theme is set (i.e a social
agenda such as ‘The Gender Gap’) in which the content of the issue is to be
focused upon. The majority of content is contributor created however a
selection of articles will be created by CHEST. Contributors download a contributor
pack in which a pitch including any images or a complete article are attached.
·
The pitch or complete article
will be selected on it’s merit of professionalism, tone of voice, relevance and
quality. If this process was not undertaken and every contribution was
published, the quality of the platform would suffer constant jeopardy – every
contribution will be considered and worked upon in order to minimalize such.
Once the issue’s selection of articles goes
live, the contributor is paid in correlation to the amount of times the article
is selected by a consumer.
·
Similar to that of music
royalties, income is commissioned based and finalized at the end of the issue’s
availability online.
Subscribe to:
Posts (Atom)