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Three Possible Concepts September 21, 2007

Posted by shell in PROPOSAL.


CONCEPT 1.0_ SPIN DOCTOR, How To Spin The Truth

Main Design Consideration
Utilizing sarcasm and humour, in order to penetrate necessary information to the target audience. The content is methods of how to spin the truth. The idea is by giving the audience this knowledge; it is also giving back power to them. Therefore enabling them to select and received vital information that maybe beneficial for them instead of being taken advantage of by the corporations’ own agenda.

Research & Justification
To use the enemy’s weapon in order to win battles are one of Sun Tzu’s strategy in the Art of War. Corporate leaders had also used this principle for decades. They used this tactic for mergers and acquisitions, marketing advances and mostly, damage control. We have also found, through research, that the traditional role of journalists and that of entertainer have shifted and considerably reversed in recent decades. More and more hard facts news and public opinions are being delivered more effectively by variety of creative channels, such as comedians and documentaries. The issue will become more relevant as the audience’s attitude is more receptive towards this method or approach. As it is usually seen as being delivered by ‘one of the people’, therefore is not patronizing and more trustworthy. This can be seen clearly through current movie trends, e.g. Hotel Rwanda, An Inconvenient Truth and Michael Moore’s various works.

Promotion & Advertising Ideas
Using guerrilla’s tactics to send the message more clearly that this effort is going against the mainstream media. Distribution will take place via word of mouth and personal hand-outs through a variety of channels.

The visual could reminisce a self-help book, small publication that can be easily distributed and carried. Possible titles include ‘How to spin the truth’ or ‘How to create propoganda’. The content will be self-explanatory, with fun addition such as moral flexibility tests. People can read it while they are on the train/tram/bus. This could be accompanied by small scale print campaign, such as paste-up posters and other non-traditional methods. The outcome will create awareness amongst the target market of techniques the media use to push their own, often hidden, agendas.

CONCEPT 2.0_MRW (Media Review Weekly)

Main Design Consideration
Creating awareness of the monopoly of the media outlets and how this effects society and our political landscape. This can be achieved by providing them with collected facts and data about the power and the control of media conglomerates and moguls.

Research & Justification
Research has shown that currently, individual media giants yield more power than many government institutions or political leaders. This presents a problem in itself, as the main purpose of a business is capital gain, therefore they will use any means to sway public opinions to suit their own agenda. Their methods are often more effective than others as they hold most of communication channels that are able to access private levels. Bombarding the audience with news that supports their means. The companies are also suppressed by strict codes and regulations that takes the liberty out of their workers personal opinions and creative pursuits. This is clearly evidenced through case studies such as News Corp of Rupert Murdoch and The Packer’s Channel 9. News Corp’s reputation has been raided by controversial headlines, such as its deliberate exposure of mostly Republican viewpoints. Their staff are dominantly right wing loyalists. In the past employees who have refused to work along with the Fox Limited point of view had been deprived from jobs, income and even had to pay retribution. Therefore by providing them with vital facts, our audience can make informative decisions based on their own understanding.

Promotion, Ideas & Implementation
A magazine publication that mimics economy/business magazines such as BRW. The idea being that a top ten list of media moguls / giants is created with review of each. These profiles would include the person’s vital statistics, companies owned, political / social agendas, method of truth manipulation and so on. By arming the audience with these facts, they will become more aware of the sources and hidden agenda’s behind the news that they receive. This concept can be further advanced through an interactive website that may contain a blog, forum and even games.


Main Design Consideration
Using elements of shock in order to create controversy and build up conspiracy theories around the chosen subject. It should make the audience think and re-analyse their thoughts. It also should be able to encourage the audience to be more selective and persistent in the process of justifying received information.

Research & Justification
As our probe analysis concluded, the older generation are in some ways are more vulnerable than the younger ones, as they are somewhat less technologically savvy. They are more receptive of information that is given to them, and less likely question its credibility. This concept will challenge their perception and beliefs. It will also provide a variety of viewpoints, more so than what the mainstream media portrays.

Promotion, Ideas & Implementation
A take off a newspaper containing current affairs that are presented in a different way than what it is now in the mainstream media. Accompanied by a series of posters with unretouched photographs with limited text. Copy should include questions, leaving it open ended therefore enticing the audience to form their own opinions about the issue. An alternative to this concept would be to create a magazine entitled ‘No Idea’, a spin on the tabloid and gossip magazine the ‘New Idea’. Our version would contain realistic, unedited, non-fabricated news and issues, a complete contrast to the often fabricated and spun articles contained in glossy magazines.



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