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visual communication practice

Self consumption


Description of idea

Describe your idea and concept of your work in relation to the festival outlines:

Part of the reason dialogue is not working is because people are ‘hearing’ yet not ‘listening’. People are not ‘listening’ because they are consumed with their own lives, thoughts, issues, personal conflicts and desires. As a society we are preoccupied with our own self-consumption. We are living in an individualist society that embraces the idea of focusing on your own beliefs and goals rather than that of our community. We do not want to hear about the problems of others because our own are far more important. Right?

This ‘self consumption’ has particularly manifested itself in the modern world of Social media. I believe the campaign by its very nature is intimate in the way that it identifies some specific negative habits that as a society we have. This is best represented in the sticker campaign through statements such as “Shut down your laptop. Understand you do not need to see another cat video today”. This shows a true, intimate understanding of the way members of the modern world behave.

What kind of communication approach do you use?

The media forms I chose were Billboards/ bus stop advertisements, an application called SocialMD and stickers. Through my print and electronic campaign I wish to capture the attention of the viewer through questions and concepts that are not immediately clear, requiring the public to give the subject matter further thought.

The billboard/ bus stop campaign posters will be placed on major freeways and bus stops. The application will be free and available for IPhone, Ipad and Android devices. The stickers will be handed out to the public with the intention that they will be used and remain within the public domain e.g. stuck on users personal laptop case to be seen by others.

What are in your opinion concrete benefits to the society because of your communication?

the promotion of dialogue. The designs are intended to be dialogic, asking questions and not requiring the viewer to agree to any particular statement or point of view. For the campaign to be effective it is not crucial that the public agree with it, only that they ask further questions. The application and stickers are intended to raise awareness of/ promote dialogue around Social media dependency and the impact it is having on us as individuals. For a select number of individuals this reflection may lead to a change in their own habits. Adding to the pre-existing dialogue on whether the way we use social media is healthy, a societal shift away from our current trend of dependency becomes more likely.

What did you personally learn from creating your submitted work?

Through the creation of my work I learnt how much the effectiveness of dialogue is affected by our own self-consumption. Dialogue cannot simply be people talking at each other, it requires actual ‘listening’. People are often not ‘listening’, simply because they are waiting for the chance to be able to speak themselves or they are not interested, placing their own concerns as far greater priorities. This action of talking at each other but not actually ‘listening’ is especially prevalent in Social Media, where users are engaging in superficial communication that often has no purpose.

Why is your work, GOOD communication WORK?

My work is good communication work as it promotes dialogue and communicates the ideas to the public in an engaging, in some cases humorous way. I believe it is thought provoking but also very accessible.

Where and how do you intent do implement your work?

Billboard in city centre.
Stickers handed out for free to public.
Free app available on iTunes for IPhone, iPad and android.

Did your intervention had an effect on other Media. If yes, describe the effect? (Has other media reported on it- how? Were you able to change other media with your work- how?)

It did not


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Entry details


Self consumption


Social Media and self consumption

Concept author(s)

Rachel aston

Concept author year(s) of birth


Concept author(s) contribution

Rachel Easton sole contributor.




Rachel Easton

Designer(s) year(s) of birth


Designer(s) contribution

Rachel Easton sole contributor.

Competition category

visual communication practice

Competition subcategory


Competition field


Competition subfield


Subfield description