Task3: How to write a brief (23,30OCT)

 

What should we include in a brief? 

1. " clear question and time scale" 

I don't think we necessarily need a question. However, it can sometimes help designers to think further and deeper. A brief background of when the outcome is gonna be showcased and be used is needed, so that we can have a clearer idea on the target audience and what design approach would be the best. 

2. "anyone can understand what is being asked"

I agree. A brief has to be easy to understand by everyone, as in some occasions like in portfolios or in exhibitions, the brief has to be shown to audience as well to clearly tell the prompt and aim of the design approach. 

3. "there is clarity" 

Yes, definitely. Or else we wouldn't know where to focus when designing. 

4. "it is interesting"

 It depends. Everyone has their own interests. An idea could be interesting to someone and might not to others. But definitely something that interests the designers, so that they can fully enjoy the design process. 

5. "you can tell what the aim is meant to be" 

Yes, so that your design aim and target would be focused and prevents from going off track. 

6. "the brief is written clearly 

Yes! with all the main points and key words. 

7. "it is challenging, you have to think" 

I personally thinks all briefs turn challenging when yo started developing them. As you will research on the topic, you will eventually know more about the topic, you then have much more knowledge on the topic and they will definitely be your inspirations and something that you would like to include and dig deep in your work. Therefore, while developing your work alongside with researching, briefs will get challenging in the design process. You will have to think of feasible solutions to an issue, or an abstract concept that you will have to translate into visual languages or even historical information that you would like to present that has to suit the modern design world. 

8. "it is written in bullet points rather than large paragraphs of information" 

I think it is okay? I am not sure tho. Cause it might help to make everything straight to the point. 

9. "it needs to be snappy" 

Yes. I has to be easy to understand, straight to the point, without bullshitting.

10. "allows room for development" 

Yes. The brief might not has to be too narrow? So that it allows designers to develop their work in a certain direction? However, for some product design briefs that are user oriented, I think allowing less room for development would be better? 

11. "there is a good amount of background information" 

Yes, but not as detailed. I personally think that background information usually leads to the problem and the issue to be tackled. We need to know some brief information about the background in order to start researching further on our own. 

12. "you understand what needs to be completed" 

Yes. The deliverables part. Showing designers what we has to complete as a final outcome. 

My Brief Example for 30th's session 

BA (Hons.) Graphic Design						LEVEL	6
STUDIO BRIEF
Studio brief 1 (Collaboration)					Module Brief	OUGD603
Semester	2		Outcomes Assessed		Module Tutors

Brief

Branding 3 specific modern locations with their historical/cultural/social contexts to strengthen locals’ cultural identity.  The practical outcome aims at educating young people on the historical values of a place that has evolved throughout the years and that they should be conserved and being passed on.  It also aims at a fun and weird approach which attracts travellers.

Background/Considerations

the general population aren’t educated on the local history and that they are required to do research on their own to acquire relevant knowledge  places have evolved a lot in terms of its land’s usage through history  What we see now is being developed from its initial usage and that they have to be interrelated in some ways  In order to strengthen a place’s cultural identity, educating people with their history is the best way to start

Mandatory Requirements	Deliverables
	A collection of posters or banners of a strong visual identity that is specifically branded for a place
Studio Deadline	Module Deadline

TASK3 30OCT2020 

Chosen brief 1 (Example 8) 

good

- stated clearly the background of the current industry 

- stated clearly the target audience range 

- direct descriptions of the aesthetic and style that the final outcome has to go for 

- I like how they added "analyse competitors" in the considerations part. This can definitely make the outcome less common and unique. 

- overall I think it is straight to the point enough and is not confusing at all 

room for improvement 

- background might be too brief, I think they should also include the secondary effects of having not enough Spanish restaurants. 

- Like maybe adding the point that their might be a lack of diversity in the choices of restaurants? 

- Or maybe it has to do with some cultural exposures too? 

- I feel like this is something that could be done by one person? It might not be the best brief to be a collaborative one. 

Chosen brief 1 (Example 8) 

good 

- The brief it self is really interesting and pinpoints on this corona times which is feasible 

- I think making it into VR animations is a very good context

- It could be a website and something that could be downloaded among friends, friends could interaction through screens and dance together like real nightclubs 

- very clear background 

- very specific considerations which is a good way to start as they know what exactly they want, this can lead to a smooth design process 

- ambitious, having a minimum of 3 designs as deliverables 

room for improvement 

- writing it in third person would sound more refined? 

- it might sounds more like a rationale instead of a brief guideline? 

- a physical exhibition setting might not be applicable during this corona situation, maybe an online exhibition instead? 

Project brief draft (tutorial prep)

PROJECT BRIEF

Title

How is tokenism affecting streetwear brands’ advertising on social media platforms?

Background/ Contexts- What circumstances has led to the brief?

• the internet culture is creating uprising movements 

• These movements are being deviated and perceived as a trend by people to follow as a way to be “in” 

• Anti-racism is becoming one of the uprising movements and that different kinds of businesses are making use of this phenomenon as a marketing method to earn profits 

• more and more brands are using models of different skin colours as a way to show audience how “culturally diverse” they are 

• Are they really doing it for other cultures and being culturally inclusive? Or are they just doing it for the sake of doing under the upsurge of social media trends?
  
  

Outline of the brief- What exactly are you being asked to do and why?

• Further branding the “small brand” (Larpsarp) that I created with a friend during summer 

• Theme: LGBTQ maybe? Not sure (easier) 

• Theme: Anti-racism (more challenging) (need different raced people) 

Deliverables- What will you actually produce to fulfil the brief? Be specific.

• I’m not sure but I will probably look into how small brands advertise their work to be as inclusive as possible 

• Might gonna rebrand the “small business/ band” that I created with my friend during summer, use it as the base and further building the brand identity into an inclusive one 

• As using racism as the theme might be a bit challenging due to the pandemic, I might focus on LGBTQ for my practical work? 

• Since we have a friend who is going through trans, we asked them to be our model for our tee shirt promotion, they are an artist. we might further work with them and create something that is collaborative and can contribute to the LGBTQ community, or simply just promoting the LGBTQ community by educating people about the community and be open-mined 

Mandatory requirements- Specific requirements related to the brief that must be adhered to.

• Avoid tokenism 

• Be collaborative and inclusive

Research aim- What do you expect to gain from doing this brief in relation to your original research question? (E.g to explore ways of utilising both modernist and postmodernist design principles in the context of a single design outcome).

• To carefully rebrand a brand using inclusive strategies 

• By promoting and educating audience 
• learn more about how brands do good to the LGBTQ community

Theoretical framework - what theoretical concepts, texts, authors do they use to frame the discussion of the article? These will often appear at the start of the piece and the author(s) will continue to refer to them throughout the discussion.

Task2: 15 questions

 Set one 

1. When considering your design practice what have you learnt in the last seven days 

• I have learnt I am heavily digital based when it comes to starting a project 
• I love coming up with some aesthetic based visual ideas first 

2. What practical skill do you envy in others? 

• being really DIY and physical 
• Videography and editing 
• Collaging 

3. What do you admire the most about yourself? 

• hmmm… 
• Giving myself too much pressure that it has become a motivation for me too work..?==
• Being harsh to myself I guess 

4. Do you think social media effects your mental health? 

• yes, have been social media addictive these days 
• Its really tiring when you look at a screen for a whole day without doing anything useful…

5. Do you use humour to improve your design practice? 

• I do want to make my work fun 
• I think I will try incorporating some gimmicks into my practice so to attract more audience

Set two 

1. Is there anything your do differently to most people reaction to your design practice? 

• I love incorporating Hong Kong culture into my designs so that more people from outside HK can know about more about this city 

2. What makes you laugh? 

• something that is irony HAHA
• Something that I can resonates to I guess..? 

3. What is your biggest strength? 

• having a aesthetic sense that I personally really like? 

4. Would you consider yourself introverted or extroverted when presenting your work?

• SUPER INTROVERTED;-) 
• Am trying to force myself to joining more cries this year.. so that I can get more ideas from others and try thinking out of the box if possible 

5. What your worst habit when evaluating your work formatively? 

• looking down at my own work? 

Set three 

1. What is the biggest waste of time in your day? 

• social media-ing.. 
• procrastinating 

2. What brief are you looking forward to at the moment? 

• branding briefs 
• Typography briefs 

3. What do you often complain about when you are researching? 

• SO MANY WORDS 
• I read slow… 
• I do not know when to stop researching and actually start writing the essay 

4. What new design process do you want to learn? 

• video editing 
• Animation and motion graphics 

5. What is the biggest challenge you have had to overcome in last two years within your design process? 

• going to crits and speaking to foreign people…:-/ 
• Immediately coming up with new ideas during grits and feed backing people right away 
• Stressing out myself too much, always feeling guilty when I procrastinate, but still has no motivation.. 

Essay writing research

 ESSAY WORDINGS 

• This paper captures

• this paper examines

• This paper later presents

• are provided to show

• The motivation behind this research is in support of xxx

• Through this analysis 

• By underlying a section in post racial theory and the power of culture, there will be foundational work discussed to support the importance of being inclusively forward 

• This paper is supported by studies in sociology, culture and technology 

• Squire provides the notion that 

• the author notes the 

From Simon’s Google Doc  MARXIST CRITICISM A theoretical approach that utilises Karl Marx's work on the critique of the capitalist mode of production. Marx's work (Marxism) sought out to show how economy (modes of production) determines how people live socially. Capitalism favours those who own control of modes of production over the working classes. Capitalism is defined by class struggle. On a wider level, cultural institutions and structures are seen as systems that support and enable ruling classes - cultural hegemony. You can use the Marxist critical framework to explore certain aspects of mass communication (e.g graphic design, branding, advertisement, etc.) are constructed in such a way that enables power and social organisation under capitalism. CRITICAL RACE THEORY Critical race theory approaches race as a social construct (social constructionism) meaning that it observes how categories, practices and identifications of race are produced socially. So, “race” in this sense is defined not in terms of physical or genetic differences but in terms of the practices, categories and relational dynamics of race.  Critical race theory can be a useful model to use in CoP research if you are interested in how races or ethnicities are represented in the media texts and how these contribute to societal definitions of race.

Essay frame (tutorial prep)

ESSAY FRAME 

Questions to ask: 

1. Not sure if i frame my essay this way is a good approach 

2. Also, As my essay will be about tokenism and focuses on anti-racism, is it okay if I theme my practical essay LGBTQ inclusive instead of cultural inclusive? Cus it would be more feasible. 

1. Introduction: Current phenomenon/ problem  the internet culture is creating uprising movements  These movements are being deviated and perceived as a trend by people to follow as a way to be “in”  PROMOTING DIVERSITY  he representation of minority ethnic groups in ads has increased significantly over the last five years or so. Anti-racism is becoming one of the uprising movements and that different kinds of businesses are making use of this phenomenon as a marketing method to earn profits  more and more brands are using models of different skin colours as a way to show audience how “culturally diverse” they are  diversity over-steer.  Are they really doing it for other cultures and being culturally inclusive? Or are they just doing it for the sake of doing under the upsurge of social media trends? FROM RESEARCH: 1 Diversity as a construct has changed over the span of time. Media has influenced and can manipulate the current and future social structure of diversity. (Medina 2019)

2. Defining  Define diversity(DEF1) Define tokenism(DEF2) Social media usage of the mass with datas  Advertisers are using token attempts to attract more consumers and maximise profits FROM RESEARCH:  2 When diversity is misrepresented in marketing, tokenism can cause negative reputation issues for brands. (Medina 2019) 2  authentic inclusion and its power versus tokenism in practice and how post-racialism theory connects society to a false idea that symbolic gestures are enough to represent a diverse audience. (Medina 2019) 2 QUOTE Minorities featured in advertising, the sentiment goes, shouldn’t look too black or brown, or sound too unassimilated or uneducated; instead, “acceptable” diversity in advertising remains middle class, unassuming and nearly invisible by being as close to “white” as possible (Shankar 2014) 2 QUOTE The problem is that, when racial difference is represented in this way, we aren’t actually acknowledging diversity: we are homogenizing it. These diverse-but-not-too-diverse advertisements create a false promise of racially normalized society. (Shankar 2014) 2 QUOTE It’s not about ensuring 10% of your workforce is non-white. It’s about giving that 10% a chance to generate ideas, speak in meetings with the CEO and always have a seat at the table. (Snell 2017) 2 DEFINITION1 diversity was never meant to focus only on numbers and skin tone or gender. The diversity movement was meant to pull ideas and strengths from a wide variety of workers. Together, these people from different backgrounds could innovate and dream up truly astonishing solutions. It wasn’t a statistics project. Diversity was supposed to have an impact. (Miles 2019) 2 DEFINITION1 The practice of inclusion is about reducing unconscious bias and truly seeking the value of having a diverse team. (Snell 2017) 2 DEFINITION1 Diversity is a number. Inclusion is a behavior. Your company needs both, but one without the other will lead to poor results. (Snell 2017) 2 DEFINITION2 Tokenism is practice of making only a perfunctory or symbolic effort to include members of minority groups. Especially recruiting a relatively small number of minority or under-represented groups to give the appearance of diversity within a workforce. ( BIZSHIFTS- TRENDS 2020)  2 DEFINITION2 Tokenism is an empty movement with no real impact beyond confusion and frustration. It gives companies a false sense of achievement. ( BIZSHIFTS-TRENDS 2020)  2 DEFINITION2 Tokenism is defined as the following: “the practice of making only a perfunctory or symbolic effort to do a particular thing, especially by recruiting a small number of people from underrepresented groups in order to give the appearance of sexual or racial equality within a workforce.” (Miles 2019)

3. Rise of social media, internet culture  virtual communities  “Individuals increasingly view culture as something to be actively created, rather than passed down from on high and passively consumed” (Rutherford, 2008, p.12) Media has influenced and can manipulate the current and future social structure of diversity.  The idea of post racialism and being racial inclusive is becoming appealing to the mass  consumers’ behaviour being shaped subconsciously by these “new trends” FROM RESEARCH: 3 research indicates society has a habit of providing slight figurative gestures (Medina 2019) Squires book The Post-Racial Mystique  3 QUOTE  “Media discourses and imagery help us to map the contours of change in society’s understanding of race (Squires, 2014, p.2).”  3 QUOTE Studies of mass communication indicate that, while mass media does not tell us what to think, it does shape our unconscious biases and how we prioritize what is important to us. They influence how we think about society and how we respond to diversity in our workplaces, college campuses, and everyday interactions. (Shankar 2014)

4. Social media uplifting ads exposure  Quote data tot support  even the most conservative figures estimate that the average person is exposed to over 600 ads per day  Marxist criticism, capitalism, how big companies are stealing data and tracking users’ online activities in order to create the best advertising and marketing solutions The Social Dilemma, 2020 Virtue signalling  Admittedly, thoughtfully representing diversity is not the goal of advertising –branding and sales are – nor is advertising the medium in which to solve our racial disparities. But, given the influence of advertising in our lives, isn’t it worth trying to do both? FROM RESEARCH: 4 In the media driven society, marketing and communications professionals are confronted daily with ethical dilemmas (Medina 2019) 4 According to the American Marketing Association, ethical norms for marketers include: Do no harm, foster in the marketing system and embrace ethical values. (Medina 2019) 4 Media has become a marketplace to compete to stay on top of trends rather than showcasing the most authentic forms of communications possible. (Medina 2019) 4 campaigns focused on the idea of capitalizing on the differences that are supposed to bring people together, but instead are produced only for the benefit of the brand (Medina 2019) 4 DATA After all, even the most conservative figures estimate that the average person is exposed to over 600 ads per day (Shankar 2014) 4  DATA According to Shutterstock survey of 500 major companies; about one-third said they were using fewer white people models and heterosexuals in their advertisements, and doing it to ‘prevent perceived discrimination’. 4  DATA According to The London Times report, half the advertisers said ‘they were using fewer white people because they no longer represented ‘modern society’, which seems a somewhat peculiar, and certainly metro-centric, viewpoint.

5. How the situation is a product of tokenism + explain tokenism  5 over-representing these issues and stepping into ‘woke/ purpose washing’ or tokenism? And how can we tell?  5 As reported by Ipsos MORI, Australians believe that our population is 12% Muslim. The actual population is 2.4%. With many marketing campaigns putting token Muslims in their advertising, we are likely over-representing a segment of the population, which would lead Australians to believe more Muslim people are here than there really are.  We also know from Western Sydney University that nearly one in three Australians have negative feelings towards Muslim Australians, with 63% saying they would be concerned if a relative married a Muslim. This is very scary. Tokenism impacts perception, and could be a cause of this backlash and racism. (Miles 2019)

6. Counter argument  It is a good profit gaining strategy for advertisers  Short term wise  A way of trying to be inclusive  FROM RESEARCH: 6 DATA 96% of survey participants feel it is important for the media to be diverse and inclusive. (Medina 2019) 6 DATA When survey participants were asked the questions: how often do you feel authentic methods of inclusions are practiced in the media? Approximately 72% of participants felt that only sometimes does the media promotes authentic methods of inclusion in their marketing practices. (Medina 2019)

7. Rebuttal  Long term wise  Will damage brand reputation  Snowball-effect, sales increasing, further creating fake statistics  Further offending minorities culture without even realising  FROM RESEARCH:  7 The effort of including a ‘token’– worker, manager or leaders (usually race, religion, sex…) in organization is intended to create illusion of diversity to deflect potential accusations of discrimination. —> Instead of solely following the trends like what people do, they are afraid of being accused of not following the trend  7  Tokenism: Result of Diversity Without Inclusion by Tonie Snell writes: There’s a mad dash in the business world to improve diversity. Every high-profile company is working to boost the statistics in hopes of favorable public profile– one in which people from every group, background, ethnicity are welcome.( BIZSHIFTS-TRENDS 2020)  7 And ‘fake’ statistics is exacerbating the matter– it’s masquerading the real issue of token representation and tokenism. ( BIZSHIFTS-TRENDS 2020)    ripples of tokenism are being felt in all directions, e.g.; some corporations hire female executives as a way to avoid criticism– instead of hiring them for their talents… —> 7 Secondary effect of tokenism: people got hired because of there race instead of their talents and ability 7 Tokenism isn’t solving any problems- it’s masking them and only making them worse.

8. Brand example 1 (Braindead)  How do you know if a brand is doing good for the sake of fame?(tokenism?)  How do you know if they really care about the issue?  Educating people about the issue Donating Raising awareness Passing down stories Bringing people together After reading the article, I think knowing about the initiative of the act is important.  Braindead tagged other big brands in an instagram post and called them out to do a collab that helps to raise money and awareness to the cause.  They made good use of their social media platform, gathering people to create something for the lgbtq and black communities They raises awareness among their followers By tagging other brands, followers from the tagged brands would also be aware of it. They are building a virtual community of people who are being supportive to black communities and causes. They know very well about what they could do to help the situation in their position All proceeds from the tee shirt sales are being donated to the movement for black lives and the LGBTQ freedom fund, they did not get a penny from the whole project. I think this is already one of the biggest proof that they are really doing it for the black and lgbtq communities. What brands would not like to earn profit from their products?  RESEARCH: Charity tees Tee print “if you love the black culture protect black lives” raising money to support black communities Brain Dead made the request in a recent Instagram post, tagging big-name brands like The North Face, Converse, and Carhartt WIP. "If you talk with us, walk with us ... we have collaborated with so many amazing brands since the day we started," Brain Dead wrote. "We are now asking these brands to team up with us in creating new ways to help out the cause at hand. We ask @thenorthface @carharttwip @converse @reebokclassics to match our donation or work on a project with or without us to raise money or awareness for this cause. I reach out to these brands because we back them and we know they do amazing things! Lets stop strategizing and just activate the fucking voltron! Let’s go!" “to raise money and awareness for the cause” All of the proceeds will go to The Movement for Black Lives, Black-Owned Business Relief Fund and LGBTQ Fund. In just 24 hours, total sales of the tee is over half a million dollars,

9. Brand example 2 (

10. Conclusion  It’s time to move on from activism and focus on actually doing something. It’s important to note that diversity and inclusion are not the same thing. Diversity is a statistic; inclusion is so much more. an immerse of different cultures, people from different places of different cultural backgrounds could innovate and create truly astonishing solutions  FROM RESEARCH: 10 REDEFINE Tokenism, and the misguided diversity attempts it stems from, simply gives the appearance of equality without achieving it. Think of the person who tries to prove they aren’t a racist by pointing out their one black friend. Or another person who thinks having a lone gay friend makes them a supporter of the LGBTQ community. (Miles 2019) 10  Tokenism and token representation is a misguided attempt at social diversity in order to deflect criticism and simply give the appearance of diversity without achieving it. ( BIZSHIFTS-TRENDS 2020)  10 Creating a more welcoming environment for cultural and inclusion to have a place does not through token attempts but through blasts of courage to be difference in a mainstream driven society.  (Medina 2019) 10 —> especially when social media is becoming such a big part in our daily lives, people are highly exposed to brand advertisements, it is essential that brands are aware of how impactful they are to audiences’ mindsets and perceptions to cultures (Shankar 2014) 10 There is a time and a place for activism and speaking up about topics that are being ignored, but there is a time where we should move onto just living and breathing what we fight for, rather than making lots of noise or falling into tokenism. (Miles 2019) 10 We need to be working on ways to equal the balance. The consequence for getting so much of this wrong is that we aren’t representing the actual customer and we’re causing brand damage along the way and creating new bias. (Miles 2019) 10 It’s time to move on from activism and focus on actually doing something. (Miles 2019) 10 It’s important to note that diversity and inclusion are not the same thing. Diversity is a statistic; inclusion is so much more. (Snell 2017) 10 Diversity is important, but by no means is it the final step. Once companies have assembled a diverse team, there’s still work to be done. Inclusion is an ongoing process that must continue long after these diverse employees have joined the team. (Snell 2017) 10  However in business, diversity and inclusion are imperative, and it cannot/or should be faked. Tokenism and token representation, in all forms, are neither viable or acceptable. (BIZSHIFTS-TRENDS 2020)