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Malloy 2 Introduction

We live in a culture inundated with media. The average person sees 3,000 ads a day1, and yet the impersonalization of the messages has become noise. White noise. People are busier than ever, or at least more distracted. The fact that people now download software to disable other technology so they can focus reveals much about our current culture. In order to live in such an environment, people turn it off. And yet, more than half of American teens using the internet could be considered media creators; a third of them share their creations.2 What we are now seeing is a true participatory culture, one more willing to share than ever before, one putting to use and creating new tools in order to do so. Conversations via social media and blogs combined with alternative ways of doing business make it undeniable: our world is dramatically changing and, with it, so are the expectations for relationships. What does this have to do with visual communication? Everything. As businesses reexamine what it means to be different, not simply to appear different, it is clear the days of surface communication are gone. Daniel Pink explains in his book, Drive: The Surprising Truth about What Motivates Us, how people desire autonomy, a sense of mastery, and a belief that what they do has purpose. Internally, companies have begun to give employees time for personally led projects. Pioneers, such as Nike, which cut its celebrity endorsements by 55% and effectively created a community, NikePlus, where there is no sales pitch but 40% of participants buy Nike gear, are adapting to these cultural changes with great success.3 Nike has

1

Rachel Botsman and Roo Rogers, What’s Mine is Yours: The Rise of Collaborative Consumption (New York:

Harper Business, 2010), 23. 2

Henry Jenkins, Confronting the Challenges of Participatory Culture: Media Education for the 21st Century

(Cambridge, Massachusetts, London, England: The MIT Press, 2009), 62 of 1115. 3

Ibid., 200.

Profile for Renee Malloy

Adaptive Design for Visual Communicators:Reexamining Relationships and Making Theory Apply  

Adaptive Design for Visual Communicators:Reexamining Relationships and Making Theory Apply is my MFA thesis paper. Please enjoy.

Adaptive Design for Visual Communicators:Reexamining Relationships and Making Theory Apply  

Adaptive Design for Visual Communicators:Reexamining Relationships and Making Theory Apply is my MFA thesis paper. Please enjoy.

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