Project Report

Reflective conclusion

To start with, I think the visual response I produce according to my project reflects the aim of my essay. Although I would like to produce a few more posters, I think that the 8 images I presented really summarise successfully the synthesis of both theory and practice. The outcomes show strong satirical elements that combined with the digital process I used really help to communicate the representation of the netiquette. I wanted to transmit a really serious message but at the same time, the use of humour helped to achieve a well-balanced message. I decided to go for a purely digital process in my practice according to the theme of my project ( Social Media), it would be accurate to use a digital approach would be most suitable on this particular module. Although I mainly worked using photoshop and Adobe Illustrator, I also had the chance to produce a couple designs using screen print. If I would have more time for this project, I would definitely try to produce more prints and perhaps create a zine whereas I could place all the prints in it. On the other hand, I'm not really that disappointed because the designs were meant to be shared on social media as part of the project ( Although after some group tutorial I decided to ditch the uploading part due to putting myself at risk with the Leeds Art University policy about offensive content).

I feel like my research process started poorly at the beginning, due to the change of direction during the summer, but I could manage to move forward soon and pick up an even better idea and approach for COP 3. I also struggled during the first month when researching the question and the specific subjects. The problem was, as usual, my insecurity when collecting information. I get lost a couple of times during my research process because I tried to absorb too much information and I didn't know where to stop research and start writing. At the end, I managed to narrow down my ideas and being more selective when choosing texts, books, etc. Moreover, my methodology was mainly secondary research (Qualitative). I wanted to do some primary research too (Questionaire ) but I kind of feel insecured when I knew some of the questions I would ask could be seen as offensive and once again, interfere with the college policy .

Overall, I think that my project was well executed although some more experimental development could have been considered. Furthermore, I think my essay answer the question and it was informative about modern social issues brought by social media. On the other hand, my practical work summarises the intention of my essay according to my subject, although the digital process was the dominant element on my practice, I managed to test and produce images in other formats (screenprints). To end with, if I could extend this project, I think I would choose something more interactive with the audience as I first planned to. Perhaps I can create an online identity where I can freely upload these type of images and to actually see people reaction on the internet, rather than just in a college environment. I may keep pushing this practice and upload in social media once I have a good amount of work.

Visual Response

I intend to produce a series of poster based on the netiquette established by the ERC (The Ethic Resources Center) . My practice's aim is to raise an awareness about the bad ethical behaviour online , whereas I transmit to the viewers the consequences of these actions. My approach when communicating my ideas is through satire , due to its effectiveness where the viewer may experience a sort of sense of guilt hidden between the humour characteristics. The idea of my artwork is to establish an engagement link between the context and audiences through posters, where the subjects can be easily related to daily online behaviour routine from different users. I do think using satirical humour to communicate ideas is the best way to combat real world issues for two reasons: it communicates spontaneously and it helps to fasten the capability of identifying contextual intentions.

I wanted to produce a series of poster format illustration using satire to express and share my concerns about modern social online behaviour. When producing these posters, I intend to use visual metaphors and symbolism to get attention and keep the audience thinking about the message within the image. As Holcroft approach, modern advertising relies on visual metaphors. When I create these image, it is really important to know that the elements used on the visual metaphor are easily recognisable and familiar concepts with the public, therefore I'm assuring the audience get the message without further examination .The second part of my process when creating visual metaphors is to assure that the supporting text is added in a fun way when combined with the visual element on the image. Another important factor is that these messages I'm trying to transmit must be from everyday experiences. Not necessarily experienced in person ,but from the news from the T.V, radio or the internet. At the same time, I have to be careful with adding details. Too much detail and the audience may not being able to interpret the image because of the 'visual noise'.Furthermore, the over excess of visual details should be considered as well. This is another decision I made when decided the style of my posters. I decided to use a very simple shape based elements, simplifying the information shown on the image and avoiding 'visual noise' for a better and quicker understanding of the message.Therefore, the use of simple shapes helps with the satire approach ,making it easier to absorb the message within the image. On the other hand I tried to based my colour palette according to the different messages in each image. For instance, on figure number one , I tried to shows the dangers and responsibility that one has in their hand when interacting in forums , emails or social media platforms. The red on the background could be seen to show risk and danger when paired with a pistol image. Trying to combine elements and colours according to the message in question helps to communicate more effectively an idea. Another example of an effective visual metaphor can be found on figure number 2. The literal representation of the social media trendy word 'Troll' helps to identify the meaning of this character by making it obvious to the audience. This is a perfect example of what I suggested previously in this section (It is important to use easily recognisable and familiar concept with the public). 

Development

John Holcroft and Pawel Kuczynski had been a main and important influence to my practice, in a professional and personal level. Although Holcroft's has been working mainly digitally, its work resemble a screenprint effect bringing back some old traditional feel-like style.Holcroft's style is based on advertisement from the 50's and that it is why his artwork can be considered retro- art. This style is characterized by its minimal, curvy shapes and muted colours. Retro style used nowadays reinforce the satirical aspect of the image from my point of view, as it definitely adds a funny touch to any design. The context behind his artwork treats social concern and modern society behaviour. Often , Holcrofts show the viewers how society depends so much on technology nowadays , moderns human's greed and injustice in the working sector.The use of a clever and sharp satire in their artwork provided me a better understanding of the use of humour to combat real social issues . I do think that having explored satire through the past three years had add a fresh addition to my practice and improved my storytelling and the way I generate ideas.

I wanted for my visual response to be both, fun but at the same time critical with serious social issues. Definitely, Holcroft and Kuczynski have influenced my direction on my project.  

(John Holcroft) 

(John Holcroft)

(Pawel Kuczynski)

(Pawel Kuczynski)

Research Process

To start with, at the beginning of the course I decided to follow the same direction from my previous cop projects and expand my knowledge within the social/technological context due to my interest on modern social issues. I found very intriguing and interesting the relationship between technological developments in modern society and how much impact is affecting technology on a daily basis to mankind. However, this time I wanted to solve the problem from an ethical and moral perspective.  My research process started by investigating and exploring the ethical theory from different sources ( Philosophers); Jean-Paul Sartre, Niccolo Machiavelli and Socrates. The three of them had been my starting point in which  I identified a potential subject for further development. In the technological aspect of my research, I explored themes such as public shaming, social media, freedom of speech and online behaviour. My intention was to examine how the moral and ethical values had been translated into the modern world through social media. In order to do so, I started to explore one branch of Philosophy (Existentialism), which due to its late appearance in history, I thought it will be more helpful and interesting to analyze social media from its point of view. 

Existentialism has a broad range of different concepts that can be used to study human behaviour in modern society, but due to its complexity and variety, I decided to just focus on Authenticity and Freedom within the existentialism context. These two concepts has shown me that modern society can be examined and based on an existentialist point of view. After the first month research, I decided to ditch Niccolo Machiavelli because his theories found on 'The Prince' were meant to be used and applied on politics and a more aristocrat audience rather than society and regular people, therefore, I decided that it was not the best theory to triangulate with a social and technological context. Although Machiavelli also explored some aspect of society, for this specific project and question its studies would not be accurate to analyse society due to his social class preferences as I wanted to explore a more standard social class rather than politicians and kings and queens. 

Group tutorials provided me a chance to share my project and research progression with my colleagues. According to the feedback, the content I wanted to explore it was interesting and engaging with the audience, because of its contemporary nature, people in the group could see connections with their own experiences in social media and therefore , I could get more personal and honest feedback about the topic. After a few sessions, the group and tutor provided me with a good amount of source materials and example of study cases that later on I would use on the progression of my project. 'So You've been publicly shamed' by Ron Jonson was one of the books that soon enough it would become one of the pillars of my projects, whereas I took and used some of the examples to help me create and build my study case section on my essay.