WHEN OLD & NEW MEDIA COLLIDE T HE IMPAC T OF REMEDI AT ION, NEW TECHNOLOGY AND SOCIAL NETWORKING.
A DIS SERTATION BY JENNIFER SCOT T
WHEN OL NEW ME
INTRODUC TION The media is constantly changing, more
and how as a designer we can exploit these
literature reviews into my topic. This will
content is being created and converted
changes. Although there is research into
contribute to the current lack of case studies
digitally. Accessibility is a very serious
new technologies, social media & branding
into accessibility, media convergence,
issue and this dissertation will look further
there is a niche in the topic as the format
digitalisation, new technologies and the role
in depth into the impact of digitalisation,
constantly changes and through research
they play in the designer’s profession and
social media, branding, utilising new
and focus groups this can be brought back
help bring some of this information up to
technologies for the designer, and how
up to date. How can these new technologies
date.
old and new media have combined to
and digitalisations benefit the designer?
create a media convergence. As designers
To answer these questions this dissertation
my topic was most of the literature was out
we are expected to utilise the technology
will study in depth into literature that
dated and was not keeping up with the new
we have and to keep up to date with the
has already been published and will be
technologies and formats we as designers use
LD & EDIA constant changes in format. Has the
compared with my own case studies on the
constant emergence of new technologies
topics touched upon in the dissertation. I
been a benefit or hindrance in the design
have chosen this topic for my dissertation
world? This dissertation will look into
as there are limited sources into the
the positives and negative aspects of new
subject and I feel this should be addressed
technology and social media and branding
with comparisons, pros and cons and
One of the problems I had in researching
and take for granted every day.
CONTE
CHAPTER 01
THE THEORY CHAPTER
CHAPTER 02 FORMAT & MEDIA CONVERGENCE •
What is media convergence?
•
Analogue design vs Digital Design
•
Case Study #1: Are traditional Newspapers obsolete?
•
Accessibility and Design
CHAPTER 03 NEW TECHNOLOGIES, SOCIAL MEDIA & BRANDING.
ENTS •
The history of Social Media : Before the age of Twitter and Facebook
•
Social Media and it’s implications for designers
•
How are designers utilizing social media?
•
Case Study #2 : Barack Obama Presidential Social Media campaign
CHAPTER 04 CONCLUSION & FINAL THOUGHTS
CHAPTER 01
A
THE THEORY CHAPTER
n important source of inspiration
a remediation or homage to paintings,
for this work is the concept of
film remediated stage production and
remediation and media convergence in
photography, and television remediated
Graphic Design. Graphic Designer’s have
film, vaudeville and radio. This theory
always had a strong desire to use new
can be applied to the current state of the
technology to capture the attention of the
newsprint industry, as the old media of
consumer. Media convergence is a theory
newsprint becomes obsolete Bolter and
argued by Henry Jenkins. Jenkins believes
Grusin’s theory can be applied to the
that media convergence is a paradigm shift
evolution of the newsprint’s design and
in forms of media and convergence is a
breakthrough into the digital world. As
cultural shift as consumers are encouraged
the newsprint industry merges further into
to seek out new information and make
a web based format it is still designed and
connections among dispersed media
built on the same principles as the printed
content1. Bolter and Grusin’s theory is
version, a remediation of newsprint. It still
that remediation is a merging of new
has the familiarity and pays homage to the
and old media and that it is a new visual
printed version but has branched into it’s
media archive of their cultural significance
own hybrid form of media as it can provide
precisely by paying homage to, rivalling
more content, audio and video all in one
and refashioning such earlier media as
place. Designers are increasingly adapting to
perspective painting, photography, film
the changes in format as new and old media
and television. For example, it is Bolter
converge to create an almost immediate
and Grusin’s theory that photography is
form of design. Further studies into this
Richard Grusin
1
Jay David Bolter
topic should touch upon how designers are
This should provide comparisons of how
utilizing this shift in technology. This can
social media can be used successfully
be explored in a greater depth with a case
in conjunction with graphic design to
study on relevant current and old media.
communicate and establish a strong online
This case study will contribute to the
presence; for Obama as the preferential
current body of knowledge by defining the
presidential campaign over his rival John
changes in the industry over the last decade
McCain.
and it’s impact for graphic designers. Social media is a relatively new form of media that hasn’t had as much of an in depth study or literature in relation to graphic design published. As this is a newer concept and social media is still in it’s infancy it can be explored with case studies and research into web and published literature. Social media has connections with media convergence and new technologies such as those stated in Bolter and Grusin’s remediation theory. To further progress the study into Social Media and it’s impact on designers a case study will be carried out on Barack Obama’s Presidential Campaign.
2
CHAPTER 02
FORMAT & MEDIA CONVERGENCE
....
Format is changing all the time and at a rapid pace with new technologies such as smart phones, tablets, high speed internet, 3G and 4G smart data connections we can be constantly plugged in to a online world. What benefits could this have on the designer and what sort of impact can media convergence have in graphic design? Is digitalisation a good thing?
3
WHAT IS MEDIA CONVERGENCE?
W
ith the developments in
print media are seeking to reaffirm their
new media companies try to imagine the
digital media there has been a
status within our culture as digital media
future of the entertainment industry, If the
convergence of different technologies
challenge that status. Both new and old
digital revolution paradigm presumed that
and forms of communication. Media
media are invoking the twin logics of
new media would displace old media, the
convergence is not just a technological
immediacy and hypermediacy in their
emerging convergence paradigm assumes
shift or process, it also includes shifts in the
efforts to remake themselves and each
that old and new media will interact in ever
industrial, cultural, and social paradigms
other. To fulfill our apparently insatiable
more complex ways. The digital revolution
that encourage the consumer to seek out
desire for immediacy.” Hypermediacy is
paradigm claimed that new media was going
new information. Different content can now
simply the awareness of a medium by the
to change everything. After the dot-com
be converged into a single stream of delivery
audience, for example hypermediated texts
crash, the tendency was to imagine that new
through online networks. However, this
don’t try to hide the medium but try to
media had changed nothing. As with so
does not mean that this hinders or limits
actively remind the viewers of it’s presence .
many things about the current new media
the designer . As computers, television,
Hypermediacy and remediation go hand in
environment, the truth lay somewhere in
radio and newspapers are combining into
hand as one medium appropriates another
between. More and more, Industry leaders
single media designers have to constantly
in an attempt to change and reestablish it.
are returning to convergence as a way of
adapt to the new changes this brings.
Media convergence takes the best of old and
making sense of a moment of disorientating
Arguably it can be said that this has opened
new media and creates a hybrid media. A
change. Convergence is, in that sense, an
the door for new and exciting design and
good example of this would be how printed
old concept taking on new meanings ”.
unprecedented possibilities due to the
communications such as the newspaper have
Jenkin’s view on media convergence is that
nature of how accessible the Internet is and
converged into a web-based format filled
convergence was a merging of concepts
how easily and readily available content
with moving image, text, video and audio.
from old and new media. With the popping
is. Bolter states, “In this last decade of the
Media convergence takes the best of old and
of the dot-com bubble he believes that the
twentieth century, we are in an unusual
new media and creates a hybrid media.
media industries are undergoing another
position to appreciate remediation, because
“The popping of the dot-com bubble
paradigm shift. He argues that it is often
of the rapid development of new digital
threw cold water on this talk of a digital
assumed that new media was going to
media and the nearly as rapid response by
revolution, Now, convergence has remerged
push aside the old media, that the internet
traditional media. Older electronic and
as an important reference point as old and
was going to displace broadcasting, and
“
that all of this would enable consumer
More and more, Industry leaders are returning to
“
convergence as a way of making sense of a moment
to more easily access media content that was personally meaningful to them .” It can be argued that Jenkin’s statement
of disorientating change. Convergence is, in that
about the accessibility on the Internet and
sense, an old concept taking on new meanings.
statement. The Telegraph’s digitalization is a
personalization has in fact, become a true strong indication of this fact.
4
5
ANALOGUE VS DIGITAL DESIGN
G
raphic design is in a constant
Analogue design is a laborious process,
change, with the emergence of new
that in a modern society is not viable, nor
technology there has been a shift with how
is it acceptable. As the need for instant
people interact and create with Graphic
gratification grows, the amount of time that
Design. Before new technology became
can be spent on design diminishes. This
such an integral part of our daily lives
is potentially a hindrance on the designer
graphic design was generally hand made.
overall as it leaves less time for creativity and
Students are being steered away from
concept.
analogue methods and taught to utilise digital technologies as opposed to the traditional printing press of the analogue age. As the use of technology is becoming more favoured the designers are finding themselves in a position where it is a technical requirement for the designer to have an active working knowledge of Adobe Creative Suite. Although graphic design still has an active interest in retro graphic design it is very often replicated via computer as opposed to manually designing it from scratch. One of the biggest factors in this case is due to time restraint.
6
THE DECL NEWSPRIN DOCUME
LINE OF NT IS WELL ENTED.
CASE STUDY #01 : ARE TRADITIONAL NEWSPAPERS OBSOLETE?
T
he Telegraph is a longstanding
freedom to explore the possibilities when
newspaper that has been in print in
designing for the smartphone, tablet or
Britain since 1885 and was founded by
web. Although The Telegraph still has a
Colonel Arthur B. Sleigh and it was used as
large base of readers who still subscribe to
a form of communication for Sleigh to air
the printed edition of the Telegraph it is
a grievance against the Duke of Cambridge
clear from the evidence that digitization has
. The Telegraph is a traditional broadsheet
been a good thing within the Telegraph.
newspaper and it currently boasts a 2.2
The content is easier to access, and has
Million daily readership. The Telegraph
brought with it a new host of readers.
is so successful because of the social and
Communicating to as many people as
economic demography of its readership.
possible is crucial and the consumer no
Boasting a highly conservative political
longer wants to buy a newspaper, they want
stance this paper is considered right wing,
instant gratification, something that was
and influential within the conservative
not possible a decade ago. Mike Gilson has
party. However, the decline of traditional newspapers has been well documented and widely debated as the industry has been under increasing pressure from increasing printing costs, slumping ad sale, loss of revenue and bankruptcy’s/closures. New technologies have rendered old forms of media such as the newspaper obsolete. Spencer argues, “In the space of two decades things have changed radically. Enter the Age of Digital Creep: an Age of growing digitalisation where Facebook, twitter, Skype, iPads and 3D TV have become standard and new features appear weekly. However we’re yet to see a wholly distinct and binary division between a fully digital and analogue age. It will come, but the reality is the world is going through a slow and often painful transition. .” It seems clear from the evidence that digitalisation has become an integral part of daily life within the last two decades; this can be shown by the increasing number of subscribers to the Telegraph’s digital editions. To say that the world is going through a painful transition seems to be false. As the emergence of new technologies continues to grow sadly, the need for analogue media diminishes. The
7
stated “I’m undecided on the future of print The Telegraph’s iPad app
world is constantly moving from one piece of technology to the next each with a new host of design possibilities. The Telegraph has been slowly turning it’s readership into a digital age with the release of the Telegraph on various media’s such as web, smartphone and tablet apps. No longer is the Telegraph a newspaper only for the middle aged and upper class conservative, digitalisation has given access to many of the UK population and has proven to be successful. The Telegraph has a new generation of subscribers and currently, as it stands the Telegraph has been named UK consumer Website of the Year 2007, Digital Publish of the Year 2009. Telegraph. co.uk became the most popular UK newspaper website in April 2008 and as of December 2010 is the 3rd most popular UK newspaper website with 1.7 million views. Furthermore, bringing itself into the digital age has benefited not only the designer but the Telegraph’s readership as well. It is now easier than ever to generate content with moving image, video, audio and text. No longer limited by the analogue format of past, designers now have more
journalism but I’m sure of one thing: ever increasing digitalisation, which has spawned the blog and twitter, has brought about the democratisation of reporting, journalism, writing and commentary. Reporting was once the reserve of a select few; however the blog has given every man and woman their own printing press and license to publish their thoughts. This has given real meaning and empowerment to the notion of freedom of expression. So increasing digitalisation can only be a good thing ”. It is foolish to discount the traditional printed media; The Telegraph is still very much a popular printed newspaper this can be proven by it’s subscription count. Furthermore, it can be said that the digitalisation of The Telegraph will continue to grow possibly surpassing that of it’s printed readers.
“
“
I’m undecided on the future of print journalism but I’m sure of one thing: ever increasing digitalisation, which has spawned the blog and twitter, has brought about the democratisation of reporting, journalism, writing and commentary. Reporting
“
was once the reserve of a select few; however the blog has given every man and woman their own printing press and
license to publish their thoughts. This has given real meaning and empowerment to the notion of freedom of expression. So increasing digitalisation can only be a good thing.
8
47% OF TE OWN A MOB ACESSIBILITY AND DIGITAL DESIGN As more and more people plug in and connect to the online world our media must change to meet the demand. Accessibility has greatly improved with
In hindsight of what was said before about
the technological advancements of mobile
remediation it is clear that in order for the
technology. Web design and subsequent
designer to create content that is more
responsive design has pushed the boundaries
accessible to the public design needs to
of web compatibility making it easier than
incorporate traditional methods while also
ever to showcase work, express opinions
being innovative and easy to use. Designing
and be connected at all times all while
for teenagers and designing for adults is very
being available on multiple platforms such
different, and an adult will not respond to
as browsers, tablets and smart phones. The
the same visual language as a teenager. All
main goal of the designer is to be able to
of these points should be addressed when
provide content and communicate to as
creating content that is to appeal to both
many people as possible.
age demographics. Digital design has vastly
Over a quarter of adults in the UK (27
and can be easily shaped and created around
per cent) now own a smartphone, according
the needs and wants of the consumer.
to the Ofcom’s latest communications market report and the majority of homes are connected to the internet (25 per cent in 2006, up to an overall 21 million households – 83% have internet access in 2013) . As more and more people plug in and connect to the online world our media must change to meet the demand.
9
improved our perception of the accessible
per cent) and almost half of teenagers (47
EENAGERS BILE PHONE
10
CHAPTER 03
NEW TECHNOLOGIES, SOCIAL MEDIA & BRANDING
N
ew technology plays an important part of the designer’s arsenal, as it is never the same, it constantly changes and brings forth new challenges and issues that the designer must resolve. Designers are no longer bound to the laborious methods of design from the past.
Now it is easier than ever to push, pull, edit, and correct design with the use of computers. With the emergence of the apple computer, design has catapulted into a digital age and continued to grow with the emergence of the iPad, smartphone and even the 3D printer. Social media has had an increase in popularity within the last decade. At the click of a button opinions can be expressed in 140 characters or less. At the stroke of a key anybody can be a journalist. With greater accessibility the social media boom has given the designer a new set of tools for self-promotion, accessibility, and freedom of speech. How are designers utilizing this new form of self-promotion and what are the pitfalls of this freedom? Social Media is a relatively new concept in keeping with Bolter and Grusin’s remediation theory what came before Social Media?
THE HISTORY OF SOCIAL MEDIA Before the existence of MySpace, Facebook and Twitter social media was in a very different place. In keeping with Bolter and Grusin’s remediation theory it can be argued that Facebook and Twitter is a remediation of CompuServe, a service that began life in the 70’s as a business orientated mainframe computer, but expanded into public domain in the 80’s . CompuServe, like twitter and Facebook could be used to interact with people across the globe, CompuServe provided discussion forums and could be used to send emails. It can be said that CompuServe paved the way for modern iterations that we know and use today. The first real social media precursor was the use of AOL (America Online). AOL was used not only as an instant messaging platform but also allowed the user to create a profile complete with searchable member profiles .
11
SOCIAL MEDIA AND IT’S IMPLICATIONS FOR DESIGNERS Social media is an amazing tool for the
and give your business a well-needed
networking and accessibility within Graphic
designer; it can be a platform to bridge
boost. As freelancing is a viable option to
Design, although it should be taken into
designer and client, and business with
designers, social media is more important
consideration that although there are many
consumer. Jennifer Mehigan states “With
than ever. With the need for consumers to
benefits to this access, there is a distinct lack
the prominence of social networking and
read or view content in seconds, graphic
of moderation and control over content after
the constant sharing of work and ideas
design has an increasingly larger role to
it is publically available on the Internet.
which are then blogged and tweeted
play not only in building brand awareness,
Plagiarism and the rip off of original
about, even the tiniest letterpress or screen
but also keeping the attention of the user.
work has been a problem for designers.
printing studio in the middle of nowhere
Furthermore, it can be agreed that the
When content is uploaded to the Internet
can now receive an extraordinary amount
consumer is changing as fast as technology
it ceases to belong to just the designer
of attention in comparison to previous
is. As technology advances it can be said that
anymore, this can be a huge downfall to
generations .”
new expectations will be placed upon the
the social media boom. Arguably it can
It can be agreed that the constant sharing
designers.
be said that plagiarism has been around
of work is a definite benefit to the designer and it can be easier than ever to self promote
“
Websites such as Behance, Pintrest,
long before the Internet existed the only
and Linkedin are becoming increasingly
difference now is that it can be done
popular tools for the designer to showcase
behind Internet anonymity. Furthermore,
work. Each time a designer uploads
it should be argued that there is a distinct
a project to Behance it is added to a
lack of consequences and accountability
global database that can be accessed by
for plagiarism on the Internet. This is a
viewers all over the world. Behance is a
distinctive problem that needs more research
prime example of the benefits of social
and resources to be addressed.
With the prominence of social networking and the constant
“
sharing of work and ideas which are then blogged and tweeted about, even the tiniest letterpress or screen printing studio in the middle of nowhere can now receive an extraordinary amount of attention in comparison to previous generations
12
THE BUSINE OF TODAY AR HOW ARE DESIGNERS UTILIZING SOCIAL MEDIA & BRANDING?
G
raphic designers of today have many
lines between personal and professional
choices when it comes to social media
can become blurred. No longer are the
and utilizing those technologies. The days of
mistakes made in personal lives a personal
business cards and face-to-face meetings are
thing but are now readily available online,
becoming a thing of the past. As technology
on Facebook and on Twitter for the world
keeps evolving as do the capabilities of self-
to see and most importantly for prospective
promotion. The business card of the modern
employers. That is why it is crucial to keep
day designer is the weblog. The weblog
social and business life separate. However,
has brought a whole new dimension to the
that can be said of any profession not just
designer. No longer are designers faceless
graphic design.
creators behind a design, but a pseudo-
12
Social Media is becoming an important
celebrity. With correct social media and
part of how businesses interact with
online networking it is easier than ever to
consumers. Many businesses are using
state opinions, promote and sell the designer
Facebook as a platform to generate social
as a brand and not just as a person. Graphic
media campaigns to entice and connect
Design is a competitive business and gaining
with it’s consumers. Graphic designers
the correct exposure is essential. Like most
play a key role in this, for example Barack
tools designers utilise they have pitfalls.
Obama used a carefully thought out social
As social media is becoming an integral
media campaign to play on the consumers
part of a designer’s professional life the
emotions.
ESS CARDS RE WEBLOGS lovespace
@jenscottGD
lovespaced
lovespace
randjenniferscott
lovespace
13
CASE STUD BARACK OBAMA’S PRESIDENTIAL SOCIAL MEDIA CAMPAIGN
14
DY #2
15
“YES
16
S WE CAN” I
n 2008 Barack Obama utilised social
those of McCain. Fifty million viewers
generation but it also did not alienate his
media in his bid for US Presidency.
spent 14 million hours watching campaign-
other supporters. Through careful planning
Up until that point no other candidate
related videos on YouTube, four times
and the use of the latest technology it is
campaigned so aggressively with the use
McCain’s viewers the campaign sent out 1
clear that social media and technology
of Social Media. This won Obama the
billion e-mails, including 10,000 unique
played a key part in Obama’s success and
support of younger voters, one of the
messages targeted at specific segments of
subsequent victory. Social media and good
toughest demographics to reach in United
their 13-million member list. The campaign
branding is incredibly important to the
States politics. Obama made extensive
had garnered 3 million mobile and SMS
designer and should be seen as a benefit
use of mediums such as music, television,
subscribers. On Election Day alone,
not a hindrance. Social media bridges the
text messaging, and Facebook and was so
supporters received three texts .
gap between social, economic and racial
dependent on these forms of mediation that
Not only did Obama utilise the social
issues that might alienate campaigners from
it became known as the Facebook Election .
media advancements he had at his disposal,
certain audiences. When used correctly,
Obama was not only a presidential candidate
Obama also had a well-designed and vibrant
social media is a powerful tool for consumer
but also a social media powerhouse. Obama
identity that was used in conjunction with
and designer.
garnered over 5 million supporters on
his social media campaign to attract and
social networks. By November 2008 he
communicate that he was hope, change
had approximately 2.5 million Facebook
and “Yes We Can” that America and
supporters, outperforming McCain by
the younger generation needed. Graphic
nearly four times. Obama had over 115,000
design played a key part in his success,
followers on Twitter, more than 23 times
as it appealed not only to the younger
17
CHAPTER 04
I
8
FINAL CONCLUSION
n conclusion media convergence has
old media. Designers should focus on the
between the client and consumer and if
indeed had a huge impact on graphic
impact of how they can communicate with
used correctly can catapult a person into a
designers and how they produce content
this new hybrid of media while still keeping
pseudo-celebrity. Weblogs are increasingly
for new media. Through research into
some familiarity of older medias such as
important to the designer and through my
printed media and online sources it is clear
the newspaper, letter press, and analogue
researches into weblogs it can be argued are
that printed media is a slowly dying art
design. With new technology a design
both equally a benefit and a hindrance to
form, as new technology begins to take
problem that may have taken hours to fix
the designer. Through research into social
over and develop design printed media
can now be edited and reshaped in the click
media and the campaign of Barack Obama’s
is not as viable. Digital Newspapers are a
of a mouse. Digitalisation of design has its
presidential race it is clear that social media
remediation of Newsprint. As stated by my
benefits but it also risks becoming cold and
and new technologies have a close link. For
findings in my case study on traditional
mechanical. Design should be functional
example Obama utilized many forms of
newspapers being obsolete, it has been found
but should not lose it’s personality either.
mediation to reach out to as many people as
that although subscription numbers are
With smartphones and tablets rapidly
possible. It can be agreed that social media
declining for traditional media there is still a
replacing the traditional personal computer,
has a lot of positive notions and can be a
large market for the telegraph in it’s printed
increasing in popularity each year it is also
huge benefit to the designer when used
form and can’t be discounted yet. However,
essential the designer focuses on providing
correctly, however through further research
it can be said that online subscriptions to
content for these devices that works in this
it can be argued that there are pitfalls
the Telegraph online are rapidly increasing
format and responsive and quick to access.
with the use of social media in reputation,
and replacing its readership. In order for the
New technologies have played a key part in
productivity and even plagiarism. There
designer to keep up with the demand it is
how our society is moving forward and will
is a distinct lack of accountability on the
essential that both old and new media are
continue to grow and bring forth further
Internet and not a lot of protection for
combined into an accessible form of media
changes and challengers to the designer.
designers when they upload work online
that does not alienate the consumer based
What is important is how the designer will
and this has to be addressed by better
on age, race, sex, or gender. Overall, it is
adapt to even further changes in mediation.
copyright laws and protection for original
easy to find that this shift in technology is a
Social media is a quintessential when
content owners.
benefit to the designer and will only prove
developing the designer’s brand; it is the
to increase in popularity as medias converge
key to creative exposure and networking.
and branch off into hybrids of new and
Social media is the stepping-stone
BILBLIOGRAPHY • Rheingold, Howard (2002). Smart Mobs: The Next Social Revolution. London: Perseus Books. p82-157. • Bolter, J, & Grusin, R (2000). Remediation : Understanding New Media / Jay David Bolter And Richard Grusin, n.p.: Cambridge, Mass. ; London : MIT, 2000 • Lister, M 2003, New Media : A Critical Introduction / Martin Lister ... [Et Al], n.p.: London : Routledge, 2003 • Ofcom. (2012). A nation addicted to smart phones. Available: http://consumers.ofcom.org.uk/2011/08/a-nation-addicted-tosmartphones/. Last accessed 17th March 2014. • Unknown. (2013). No internet access in 17% of UK homes, ONS data shows. Available: http://www.bbc.co.uk/news/ technology-23620856. Last accessed 17th March 2014. • Spencer, Brian. (2012). Has Digital Killed the Print Media Star?. Available: http://www.huffingtonpost.co.uk/brian-john-spencer/hasdigital-killed-print_b_1844265.html. Last accessed 17th March 2014. • Urquhart, Robert. (2012). Print Won’t Dye. Available: http://roberturquhart.blogspot.co.uk/2012/02/print-wont-dye.html. Last accessed 18th March 2014. • Wheeler, A 2009, Designing Brand Identity [Electronic Resource] : An Essential Guide For The Entire Branding Team / Alina Wheeler, n.p.: Hoboken, N.J. : Wiley, c2009. • Newark, Q 2007, What Is Graphic Design?, n.p.: Mies ; Hove : RotoVision, c2007. • Matheson, D 2005, Media Discourses : Analysing Media Texts, London : Open University Press. • Ambrose, G, & Harris, P 2009, The Fundamentals Of Graphic Design, Lausanne: AVA Pub./Academia • Smith, Elle. (2012). The Importance Of Graphic Design in Social Media. Available: http://smallbusiness.chron.com/importance-graphicdesign-social-media-38942.html. Last accessed 21st March 2014. • Jenkins, H 2008, Convergence Culture : Where Old And New Media Collide / Henry Jenkins, n.p.: New York ; London : New York University Press, 2008. • Bennett, A, & Heller, S 2006, Design Studies : Theory And Research In Graphic Design / Audrey Bennett, Editor ; Foreword By Steven Heller, n.p.: New York : Princeton Architectural Press, c2006. • Aaker, J and Chang, V. (2009). Obama and the power of social media and technology. Available: http://www.europeanbusinessreview. com/?p=1627. Last accessed March 23rd 2014. • Parks, S. (2008). What Did I Do Before Social Media?. Available: http://www.themediacaptain.com/what-did-i-do-before-social-media/. Last accessed March 23rd 2014. • Globe, G. (2012). The History of Social Networking. Available: http://www.digitaltrends.com/features/the-history-of-socialnetworking/#!A11Zk. Last accessed March 23rd 2014.
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SUB MI T T ED A S A PA RT I A L REQUIREMEN T OF BA HONS GR APHIC DESIGN AT THE UNIVERSITY OF CUMBRIA
J E N N I F E R S C O T T. C O . U K