This 4-minute audiovisual piece explores feminism and its representation through different art forms by Fine Arts students at the University of Melbourne.
Feminism in Fine Arts, that emerged in the late 1960s, allies with the idea of postmodernism to demonstrate the civil and queer rights. Today, Fine Arts allows artists to showcase their perspectives about the world through and highlight the influences, including transformation of stereotypes about gender identity and equality. Feminism has been a controversial issue not only in the society but also inside the University of Melbourne. According to Fairbanks, the University of Melbourne formed a Women’s Working Group in 1975, aiming to implement equal opportunity policies. Besides, Women’s Liberation Group from the Student Union has continuously organized significant demonstrations on campus. Hence, we believe that our project has the high potential to strike a chord among university students and staffs.
In our production, the featured students have contrasting cultural backgrounds but share a common goal to embrace and empower women in contemporary society throughout their art-making process. This mini-doco is about how two female Bachelor of Fine Arts students (Chi Nguyen and Samantha Hargreaves) present their concerns and interest in feminism at the university.
The piece represents passion for arts and aims to trigger the audience’s inner feminist as well as motivate female students to make a breakthrough in their careers as well as daily lives.
Shiyao Yu: Camera operator
Hoang Ha Vien: Editor
Prachi Tyagi: Producer, interviewer
A huge thanks to Dr. Steven McIntyre and Megan Beckwith along with Daniel Hayward.
(Apologies for the typo in Samantha’s name in the video)
I didn’t ask Alexa who Scott Galloway was, but I did happen to Google him because our persistent professors at the University of Melbourne kept mentioning how he’s the ultimate marketing guru. With my last semester almost out of the way, I took the opportunity to use time spent on my commute to read Scott Galloway’s The Four.
Flashback to seventh grade.
We were told Whisper was coming to school and there was going to be a talk about menstrual health. I personally thought this was a great opportunity to learn more and ask questions from health experts about the monthly cycle. Boys were obviously assigned to “two sports” periods while the girls went to this secret seminar.
This is about fifteen years ago, at a well-known school in Noida.
From a hush-hush topic to the PadMan movement where celebrities, regardless of their gender, are publicly posting a picture of them with a pad in their hand – this is an imperative movement giving a chance to Indians to be more mature about women’s health.
When I first saw the trailer for PadMan, I felt a mix of emotions. Growing up in a country where when I used to go to the chemist to buy sanitary pads, I’m handed over to – either wrapped in a brown paper bag or an otherwise-never-seen black plastic bag. I wondered why. Over years of confusion and guessing, I realized girls were meant to hide these sanitary pads from everyone. This included friends, family and let’s not forget – anyone else standing around the chemist at the time of purchase.
PadMan, is not only a movie openly discussing pads – it is being done so by a huge artist. Unfortunately, in a country with 74% literacy, where we claim to be forward thinking in many ways – Bollywood influences the masses more than it should.
With over 16 million internet users in 1995, Yahoo, one of the first famous web services providers, was the first to introduce search ads. A couple of years later, Google developed AdWords and the digital advertising boom became inevitable. Attempting to be non-intrusive and at the same time efficient, by mid-2000s social media channels were outsmarting each other by coming up with innovative ways to integrate ad content. But it was only a matter of time before digital ads became less productive and more annoying.
The evolution of digital advertising is evident on Facebook where it was introduced in the form of small display ads, and eventually evolved into very specific ads targeting users according to their interests and demographics. Over the past couple of decades, like its state on Facebook, digital advertising has been dwindling between either fewer but more tailored ads or more ads in general. Unfortunately, rarely do ads reach the right person at the right time. Because digital ads are increasingly looking to ‘get noticed’, they often come across as intrusive. In fact, Modal ads, ads that reorganize content, and autoplaying video ads are among the most disliked. It’s no wonder that ads are now deemed creepy, manipulative, and misleading. Additionally, as a whole, web usability has improved over these past several years, but ad blocking has grown by 41% in just 2015.
It’s getting harder to capture the attention of audiences and engage with them using different digital advertising approaches. Several companies have already started investing in innovative advertising techniques and content-led marketing strategies. While native advertising is one of many strategies that companies are open to exploring, the future of digital advertising might just be AR and VR integrated advertising. Digital advertising is evolving faster than most companies can keep up and the industry is moving towards adopting strategies that aren’t invasive – rather immersive.
Digital advertising isn’t restricted to the traditional two-dimensional display anymore.
In the recent few years, companies have started focusing on building their brand story by providing customers with unique experiences through Augmented Reality (AR).
By integrating a virtual element to their digital advertising tactics, brand giants are not only captivating the attention of a wide range of consumers – from kids and millennials to baby boomers – but also allowing its audience to view a richer, more detailed advertisement, making it possible for customers to virtually experience products – something that was never possible before.
Bringing in experiential interactions with its customers, AR is changing the way customers engage with brands.
While we’re on the topic of immersive storytelling medium, Virtual Reality (VR) deserves more than a mention. The reason VR is a more engaging, immersive approach than AR is because it makes users feel like they’re really somewhere else. Since digital advertising is all about grabbing its target audiences’ attention, virtual reality is a winner. On the other hand, advertisers are still experimenting with this new technology. Even though a recent study revealed that 74% consumers find VR ads less intrusive than other digital ad types, it might only be a matter of time that VR turns into another unwanted digital advertising technique. Another reason for delay among advertisers to adopt VR into their digital advertising strategies is the significant investment required to create a VR campaign.
It’s true that most companies are still spending hundreds of thousands of dollars in content creation and conventional display ads – reluctant to experiment with AR and VR. There is still a lot to learn from several AR and VR integrated advertising campaigns produced by brand giants and advertisers are catching up. Very soon, digital advertising will be synonymous with immersive technology that opens up a branded world for its customers to explore and manipulate.