DAVIS NGRUPE A unique perspective on the future of Graphic Design and its role
JULI LINDSEY Stolen Library books from USC and leather Jackets.
contibute write design online -pathic pubs.com
JEFF FRIBOURG Driving the disconnect between photographers and the road. :AN INTERVIEW
SANTA’S RATH FMLY FEST: Do it yourself with a little help from your friends.
SQUIRRELS!! How a group of crafty girls are reinventing business..
he Music and Photography t l Urban Adventures al rt. go sta . , n DAVIS NGARUPE r y t ven tio Los Angeles on the budget to ’t e ola ng on --is i g oINFEST , d ery MULTIPLY e e Linsey is ock ’ rJuli u w yo her m . f “I Ot ean ift g FMLY y. FESTIVAL m e a t h Rath vs Saint Nicolas w u l dCameron is o c n It tio CITY l a SQUIRRELS o Picking up nuggets for later Is JEFF FRIBOURG
Living in Los AngelesGive Me Space!
LALALA/Post-New Years Issue/January 2012
PATHIC PUBLICATIONS 2011
INSIGHTS by Davis Ngarupe introduction by mikey edited by Brittiny Bell
It is currently the year 2011 as avid computer users; society is beginning to recognize the effects of a generation raised utilizing the Internet for social interaction. In fact the term “Social Media” was coined sometime during the mid 90’s. The term “mass media” appeared in common lexicons during the 1930’s following radio broadcasting, yet the term “media” had existed long before this. Social Media has been in existence for around 16 years and over this time its effects on visual communication have changed how contemporary artist and designers approach their role in cultural production. This approach requires a creative strategy that will drive visual production through the utilization of social media.
This new visual landscape based on text feeds, pop-up windows, unlimited scrolling and the melodic sound of keyboards and mouse clicks have created an environment where design and commerce have had to adjust. The greatest part of “New Media” is in order to remain “new” it must be in a constant state of change and growth. For contemporary visual producers, being on the avant garde of technological advances as they relate to social communications becomes a near requirement. Social media exists to inform and socialize, to define ones own personal brand. Advertising will continue to adapt as long as human beings relate back to their projected identity and commerce will fall right in line. Artists and designers have a network of resources, as well as an environment for work to exist on, and thanks to social media it has expanded to include everyone. With technology constantly evolving, we as artists, designers and creative thinkers are also changing and moving with the trends of technology. The trends in news, pop culture and life have become instantly accessible with the Internet so that we can just type into Google any topic that we want to know about. The Internet also gives a voice to anyone and everyone done so through Blogs, Facebook, Twitter and other Social Networks that allow users to voice their opinions and share their ideas to everyone.
Accessibility to computers, design programs and websites with inexpensive design allows everyone to be a designer. This means that there is a constant decline in the quality of design in our visual culture. In Everyone Is a Designer in the Age of Social Media the concept of design by Mieke Gerrritzen and a variety of contributors write, --“Today, untrained designers and artists are also making films, photography and printed matter and developing products, and this has consequences for professional designers. Consumers can use affordable packages like Photoshop, InDesign and Flash to produce images. The designing masses could be guided if the range of software was considerably expanded and an artistic software suppliers’ market arose alongside traditional art supply store.” Through this we begin to recognize how easy accessibility causes saturation in the design field, even if this means less work or less pay it also means quality design will stand out even greater. Everyone Is a Designer in the Age of Social Media also comments on the direction we as artists and designers are moving, --“Artists who once stomped their feet in paint can now break their brains with experimental coding experiences, Artistic software is slowly proliferating. It isn’t technicians and monopoly holders like Adobe that will stimulate the development of special software but designers themselves, who are coming to seriously view code and computer languages as artists’ materials. The culture of automatically generated images is still in its infancy.” Artists and Designers go to school not to learn how to use Photoshop but to learn principles that lead and drive art and contemporary culture. These principles help us stand out because they also lead us to a different way of thinking. We are critical thinkers and strategist. We don’t only design but
we are taught to process information to help others think in a way to develop the next “big thing.” It’s obvious to say that Facebook is one of the most widely used social media sites out there. However, let’s put just how much use into perspective, according to “onlineschools.org” there are 206.2 million Internet users globally, and 70% of these users are Facebook users. This means that as of 2011 there are more than 500 million Facebook profiles, (compared to the 106 million users of Twitter). 48% of those people who use Facebook are between the ages of 18-34. With Facebook hosting that many profiles it was inevitable for business’ to see the potential for advertising. The Internet is already known for the constant bombardment of advertisements shouting to get attention. What Facebook has essentially been able to do is give a face to the otherwise faceless figures of a brand. It has allowed companies to interact with their consumers and by that simple interaction “Digital Surgeons” have concluded that 67% percent of users who like brands will buy their specific products advertised. It seems that Social Media Advertising is as successful as it is because it allows two-way communication between the brand and it’s consumers. The success or failure of a brand to use social media depends on it. With the invention of smart phones and tablets staying connected through social media is very easy for a company to market itself in more social environments. With the increase in usage the possibility of a company to get to potential consumers rises. On a Blog by Facebook it states that there are 100 million users of Facebook mobile and that number is steadily growing. It is quickly becoming evident that more and more companies are setting aside bigger budgets to use social media as a platform to advertise their products. To give an idea how much the budgets are increasing, in 2010 Facebook made 1.86 Billion dollars in revenue from advertising, this is compared to 2011 in which according to Bloomberg Facebook is expected to reach 4.27 Billion dollars in revenue from advertising.
The new media is not even on a single screen. It is modifying reality in ways yet to be determined. Social media has opened up the floodgate for social inter-connectivity so the Internet is open to all users to edit and apply. Everyone has a personal brand the only constant that remains are the technology that connects each of us together. This too goes through a rapid growth process of change. The designer must attempt to keep up with the technological advancement of society or think of different ways the current modes can be applied to niches that could benefit from its usage. As we have seen, some of the greatest advertising campaigns start with a small idea. By making a creative team to share ideas, something great can occur. The free network is in place, individuals have personal brands; they are connected to each other through common groups and companies. This will be the platform for designers to engage, marketing and advertisement in order to maintain current knowledge over this platform must remain engaged with its “followers.” Engagement takes place on a more personal, identity level in the social media realm. As the designers of advertisements themselves are engaged in the sphere of social media, the types of applications for influence will also change. Social Media is still very young. The new media has the ability to understand social media in an automatic way; the visual identity follows the trend of data and the language of code. As designers begin to fully understand the coded language of the Internet and how the visual identity of Social Media can improve, a new media has the opportunity to emerge. The designer by having a hand in social media, marketing and advertisements has the opportunity to adjust the visual identity of the platform, and lead the “followers” forward. We are all users, followers and “profiles” in this new media age.
Anonymous “Tap the Value of Social Media: Use a Social Media Matrix to Connect PR With Biz Goals. “ PR News 1 Aug. 2011: Research Library, ProQuest. Web. 2 Nov. 2011. Correy Stephenson.”Preserving social media communications for e-discovery. “ Lawyers USA 21 Sep. 2011: Research Library, ProQuest. Web. 2 Nov. 2011. Harvey, Doug. Brand Illusion: Harley’s Angeles. Art Issue. Nov/Dec 2001. Senior Research Course Reader. Fall 2011 Odgen, Mike. “Volkswagen Ad Campaign Was Far from a Lemon.” Web. http://www.bizjournals.com/sanjose/stories/1999/11/22/ smallb7.html Odgen, Mike. “Top Ad Campaign of Century? VW Beetle, of Course.” Web. http://www.bizjournals.com/portland/stories/1999/11/15/ smallb4.html Reed, Amanda. “Click Here to Find out More! The Volkswagen Beetle – A Success Story.” Web. http://www. arabianbusiness.com/press_releases/detail/21562
Gerritzen, Mieke. Everyone is a Designer in the Age of Social Media. Amsterdam. BIS Publishers. 2010. Print.