Life as a node

The idea of Liquid Labour may seem surreal to some, however without realising, a majority of society has compiled to this notion. Liquid Labour refers to information processing whereby the work is flexible and not bound by traditional constraints of time and space (parisbridgee 2014). Liquid Labour has been employed by the notion of Cybernetics, Cybernetics allows a node to control information flows through information processing rather than assembly lines.

Here’s an insightful blog on how Liquid Labour has influenced the workforce…

With this to consider, the concept of ‘Personal Information Spaces’ acts as a subdivision of Liquid Labour. Any individual with an account on a social media platform (Facebook, Linkedin, Twitter, Instagram) can be labelled as ‘Presence Bleeding’. This is due to an individual never being in the same place at one time through the expansion of their online presence.







Presence Bleeding is the blurring of personal and professional values enabled by technology (Gregg 2011), where physical presence collaborates with an online persona. So next time you reach for your phone to respond to the vibrate that just went off in your pocket consider the physical presence around you and the fact that you are no longer in one location.

Newspaper article expressing the extremes of individuals social media use and the difference of their online persona to real life…

My remediation is a YouTube video of a montage of my own personal social media accounts which all depict my ‘online presence’. The video emphasises the concept of ‘Personal Information Spaces’ and the control individuals have on their personal information flows.


Reference List:

Gregg, M 2011, How online technology helps us love our work too much, The University of Sydney, weblog post, 27 September, viewed 13 August, <>

parisbridgee 2014, Liquid Labour, parisbridgee, weblog post, 21 August, viewed 13 August, <>



The extremes of my Internet History from one day

Tuesday the 7th of August marked my first official day at my father’s work. Starting the role as a Digital Media Marketer was always a career objective of mine, and the first day at this new job directed me to discover new internet domains such as ‘LinkedIn’, and ‘Workflow Max’.

In this week’s lecture, Sue acknowledged the book ‘It’s complicated’ by Danah Boyd. This text examines the social lives of networked teens and their ability to engage and develop a sense of identity through social media. The book relates to my personal experience at my father’s work as I found myself multitasking throughout the day. Social media is a major business tool used as a ‘Digital Media Marketer’, the tasks I obtain at my father’s work included setting up business social media accounts such as Facebook, Instagram, LinkedIn, and Twitter. Therefore I found myself becoming frequently sidetracked by my own personal Instagram, and Facebook accounts along the way.

Looking over my history on google chrome for this day was quite fascinating. I found that every half an hour or so I had browsed through a social media platform of my own. Analysation of this reflexive research practice makes me question the use of social media for any form of business personnel whilst at work.

Below is actual data from my laptop’s Internet history. The caption’s to the right indicate the many times I was distracted at my father’s work. 


How long is the average business employee distracted by social media whilst at work?

Does sedentary desk job’s make individuals more inclined to check social media, due to the lack of movement?

Journalist and Research consultant John Boitnott suggests that 18 percent of social media users can’t go beyond a few hours without checking Facebook (Boitnott 2014), making it fundamental that any employee makes an unwork related internet search. An employee’s desire to respond to a notification from social media makes tasks they are required to execute done inadequately, (Warnakula & Manickam, 2010) or lead to safety issues (Sherman, 2009). Adams has justified the excessive use of social media in the workplace due to employees feeling entitled that this communication, and engagement, balance their job input with their job outcome (Adams, 1963).

Internet use needs to find equilibrium; particularly within the workplace. My personal research indicates that social media is a huge distraction whilst at a sedentary job hence why Sue Turkle states “People text or do emails during corporate board meetings. They text and shop and go on Facebook during classes, during presentations, actually during all meetings” (Turkle, 2012). Turkle’s statement justifies why checking social media is a routine in which individuals have adopted to gain assurance by avoiding anxiety about not knowing what is going on in the online world.



Reference List:

Adams, S 1963, Toward an understanding of inequity. Journal of Abnormal and Social Psychology, vol.67, pp.422-436

Boitnott, J 2014, Social Media Addiction: The Productivity Killer, Inc, weblog post, 10 August, viewed 11 August, <>

Sherman, B 2009, When the bird tweets, does anyone learn? Chief Learning Officer, pp.36-39

Turkle, 2012, Connected, but alone?, Ted, online video, Feburary, viewed 11 August, <>

Warnakula, M Manickam, B 2010, Employees’ behaviour in online social networking websites (SNSs), Tropical Agricultural Research, vol.22, pp.94-106


The Great Divide… Connection vs. Separation

When you see someone on their phone, reading a text, or connected through the internet, do you feel they are being sociable? Many argue that this form of networking is artificial, however others discuss it as not being less sociable, however just a means of trying to escape the harsh reality we live in (Zoijade1503).

This week’s lecture draws on The Great Divide within the Network Society Paradigm. Ted highlights the role of a node (online user), and their control of social media platforms, as well as the cybernetics enclosed within the internet.

Overview of the role of a node…

The connection vs separation discussion surrounding the role of the internet is highly influenced by Norbert Weiner’s concept of cybernetics.


Weiner enforces a node’s ability to control and communicate with others online via Facebook Messenger, Reddit etc. Weiner’s concept of cybernetics highlights how a digital machine reacts to information by receiving control, and having accessibility whilst communicating online.

Remediation: Great wall of China highlighting ‘The Great Divide’ of the Network Society Paradigm. The gif conveys a node’s ability to control what they see and post on social media through the term ‘connection’. Whilst also acknowledging ‘disconnection’ by the portrayal of a node’s unawareness of what their followers can see online due to cybernetics.


Reference List:

Zoijade1503, Is technology making humans less sociable?, Debate, online discussion forum, viewed 12 August, <>

.- / –. .-.. — -… .- .-.. / -. . .-. …- — ..- … / … -.– … – . –

Above states ‘A Global Nervous System’ written in Morse Code. Developed by Samuel Morse, ‘Morse Code’ is a code language using the Latin alphabet, and Arabic numerals. This code communication method is expressed via electronic pulses visualised as ‘dots’ and ‘dashes’ (which represent letters).

Use this link to visualise your own message in Morse Code…

Although invented in the 1880’s, Morse Code is still put in practice today through landline telegraphs, and military radios.

Here is a look at Morse Code in today’s society…

This week Ted explained the evolution of the telegraph, expressing the integral dates which predisposed the overall development of the World Wide Web.


The remediation I have created expresses the fading nature of the telegraph due to the rapid growth of innovation within societies technological development. I aim to target those aged under 18 in this meme as a majority of those aged below 18 would be unaware of what a telegraph is, let alone the use of one.

This week I tweeted a link to an article published by New York Times

Miguel Helft exposes the fading nature of the telegraph back in 2006 as the Government deemed that use of the telegraph would become overruled by “ham radio, like voice, teletype and even video” (Helft, M 2006).

Reference List:

Helft, M 2006, ‘Morse Code: A Fading Signal’, New York Times, viewed 7 August, <>


Masterchef > Sleepover

There sat the three of us in the loungeroom, air mattress beneath us, and an array of pillows sitting around us. My 10 year old neighbour ‘Grace’, 7 year old sister ‘Jade’, and 9 year old self, excited to commence our movie marathon of chick flicks selected for our school holiday sleepover. However, this could only commence after we had finished watching the first ever MasterChef Australia Grand Final.


Myself, Grace (neighbour), Jade (sister)

2009 held the first MasterChef Australia series attracting an average of 3,745,000 viewers throughout the series. The series intrigued both of our families, symbolising a routinely viewing in which we sit with the members of our family on weeknights to watch the 60 minute episodes at 7.30pm. Therefore, watching the grand finale was an integral part of our sleepover plans for that night.

For a trip down memory lane watch the 2009 Masterchef Intro. 

After eating what I classify the best lasagne in the world (my mum’s lasagne) for dinner, we threw on our pyjamas and rushed to set up our little fort in the loungeroom. Along came 7.20pm and we prepared ourselves with a bowl of strawberry clouds, and sour straps which sat infront of us as we anxiously sat waiting. Being the arrogant young girls we were we kicked my mum, dad, and brother out of the loungeroom, making them watch the finale in the rumpus room.

Even though us three girls never put the skills learnt on the show to practice we were engrossed by the shows memoir over the past 10 weeks, which we shared with our families.  These memories embarked on the relationships built between the contestants and our family members within the series.

But why did we as young girls still feel the need to watch the finale even without our families physical presence?

The nostalgia associated with MasterChef was an integral part of this question. Watching this show each weeknight for the past 10 weeks brought together our families and held many memories. Even though we disclosed no interest in recreating the dishes prepared throughout the series we all had our favourite personalities in the series meaning we could not miss the finale and forget about them. These memories made the finale an integral viewing, even in the midst of our sleepover party. The article ‘A normative study of family media habits’ accentuates the value of family time in front of a television with the quote “Family members interact with each other and with the television, both individually and as a family unit”(Gentile & Walsh 2001 p.158), highlighting the emotional connection our families shared with the television show.

8.55pm approached and we sat eagerly for the announcement of the winner.

Who would it be… Poh or Julie???

Grace and Jade both wanted Poh to win, whereas, I wanted Julie to win as her cooking reminded me of my mothers.


Grace (neighbour), Myself, Jade (sister)

Feeling victorious as Matt Preston slowly revealed the winner, I found myself running around the house letting everyone know of how proud I was that I had picked the winner ‘Julie Goodwin’.

The episode finished and we watched the balloons fall and plummet all over the two grand finalists. My neighbour reached right for our home telephone to call her household and hear their initial reaction of the finale’s results.

Simultaneously viewing television shows offer a ready opportunity to share the same experiences (Kubey 1990, pp.320-321). MasterChef brought together both my neighbours, and my own family, indicating a time we gathered together to review and enjoy a television series.


Reference List: 

EyewitnessTVPresentation, 2017, ‘Channel Ten – MasterChef Australia: Top 24 & MasterClass Openers (Season 1) [2009]’, online video, 25 October, Youtube, <

Gentile, D Walsh, D 2001, ‘A normative study of family media habits’, Applied Developmental Psychology, vol 23, no.2, p.158

Kubey, R 2009, ‘Television and the quality of family life’, Communication Quarterly, vol 38, no.4, pp.320-321

Raver, R 2009, ‘MasterChef Australia – Julie Crowned The Winner – Surprised?’, Reality Ravings, weblog post, published 19 July, <>

Triangle Cart, 2018, X-Treme Candy Sour Straps Strawberry, image, Triangle Cart,<>

Woolworths, 2018, Chunky Funkeez Strawberry Clouds 190g, image, Woolworths, <>


Spotify making music easy

Who buys music on iTunes these days?

If answered yes please explain…

Flashback to the days buying music on iTunes was the only purchase you asked your parents to make. Followed by the convincing speech made to your parents to just let you use their card details one more time to purchase that one song everyone was obsessing over. This struggle has been destroyed by the helpful, yet, painful ‘Appstore’ making societies world a whole lot easier with the discovery of Spotify.

If you are yet to download Spotify from the Appstore on your android device please do. This game changing  app allows users to remotely source a variety of different songs on various devices. The free subscription entitles no payment, welcoming users to enjoy millions of songs.


If you have experience using Spotify you would know if you do not have a paid for Premium account you are constantly disturbed by 30 second advertisements which interrupt your jamming sessions. As well as these intrusive advertisements, users with a free subscription are limited to the amount of skips they can perform when choosing a song. Whilst some people ignore these limitations and just thrive off the opportunity to listen to free music, others struggle. When in the middle of an intense gym sesh, or road trippin with the girls these restrictions can become a nuisance.

After months of living with the struggle of ignoring these irrelevant ads and not coming to terms to pay for a membership, I realised that my dad has a Spotify Premium account. This epiphany led me to read over the terms and conditions grasping that a Premium account can be used on more than one device. There I was, running straight to my father’s arms and asking him for his account details, I was now a Spotify Premium member. Thanks Dad!!!.

Now living life to the fullest with my fabulous Spotify playlist custom made by yours truly, I complete my drives to campus, and intense gym sessions with ad free music.  What I discovered through this joint Premium membership was my father’s awesome taste in music. I have found myself listening to his playlists more than my own. Now I am a lover of George Michael, Brandy, and Notorious B.I.G.

I have linked my fav songs by these artist 🙂 

Here’s a little inside at what I listen to courtesy of my father’s taste in music 🙂

But in all honesty how time changes…

From scrolling through the iTunes top charts back in 2008 and purchasing your favourite tunes then syncing them to your iPod nano. To illegally downloading and streaming music in your rebellious High School senior years. Spotify is the greatest platform for free music even if it means listening to 30 second uber eats ads every 5 minutes.




Reference List:

Task 3: Opinion Piece

Is Orientation Week only beneficial for first year students?

An imperative topic associated with students enrolled at university is if orientation week is solely beneficial for first year students. Using reflexive research methods, I have conducted a survey to uncover primary data from my peers in BCM212 about their experience with Orientation Week. A survey was produced using survey monkey and received a total of 22 responses. This form of qualitative research encourages direct engagement with individuals. Using this data, I will acknowledge the main reasons ‘for’ or ‘against’ participation in orientation week according to second and third year students, and the reasoning behind these decisions.

My survey responses delivered the strongest finding to be that Orientation Week was particularly beneficial for first year students. Whilst some responses included participants experiences of O-Week this year as a second/third year student, a great subgroup of the data itemised the benefits of attending Orientation Week as a first year student in previous years.

Surveying employs reflexive and qualitative methods of research determining the interest between second/third year university students with Orientation Week. Surveys “yield critical information and provide important windows into the heart of the topic of interest” (Litwin, 1995, p.1) to develop understanding of a topic. Correspondingly surveying implements reflexive research by highlighting “inclusion of the researcher in the subject matter” (Hardy, C Phillips, N Clegg, S 2001, p.532) consenting the addition of my own opinion amongst the opinions gathered in my responses. My survey results indicated that a minority of the respondents found Orientation most beneficial in their first year of University. This data was established through the application of survey questions: ‘Did you attend any day of Orientation Week in your first year of University?’, ‘Did you attend any day of Orientation Week this year?’, and ‘In a short sentence, why do you think Orientation Week benefits or disadvantages students?’. These questions posed personal responses such as “it’s a good way of integrating new students into university life” and, “encourages them to interact with others which is a vital aspect to the University experience”. Majority of the answers leant towards Orientation being particularly beneficial for first year students which was the strongest finding within my data collection, assisting the conclusion of my research.

Altogether I have recognised the necessity to attend Orientation Week as a first year student after reading all the benefits/positive experiences gathered within my survey answers e.g. “Benefits, particularly for first years, it’s a good way to ease them into the university experience and give them some information and involve them with events”, “it is a good way to learn about the university and get a feel for the environment. also discover clubs”. Therefore, if I were referring a student to attend O-Week I would certainly make a greater deal to promote it for first year students over second/third years. My survey highlights the benefits constituted to O-Week for new University students, also displaying the attendance rate for second/third year students this year, posing that only 2 out of the 22 participants attended.

The evidence I have gathered is highly reliable as most responses link to the same ideas being employed. My research juxtaposes the statement made by academic researcher Nasser “Orientation week is made to cater to all ages, regardless of your program and your year” (Nasser 2016) as this view is made from a different perspective. I found that academics attempt to promote Orientation Week as an event catering for any student enrolled in University, whilst from a student’s perspective it only interests first year students. Therefore the overall outcome of this research prescribes that Universities should implement a broader range of opportunities that would attract second/third year students, for example dedicated parties/events which are specific to their degree e.g. Law students pool party, Media and Communications movie night.

Within my study, I came across a limitation of how many students participated in my survey. As the subject supplies a deadline of time to work on the assessment I was limited to the time I had to prepare and collect responses from my survey. Consequently, I only received 22 survey responses, implying only 22 out of the 200 students in the BCM212 cohort had the opportunity to answer my survey. Ideally the research outcome might have been different if I had the opportunity to survey the entire cohort of BCM212. Readers of this opinion piece should be cautious of the number of participants who were involved in the survey as this may alter their final view of the research topic. The limited number of participants may persuade readers to grade the research as unreliable due to the ratio of students surveyed, to the number of students who are enrolled in University. However, the suppositions explained in this piece are all derived from the main patterns, and common responses collected from the survey data.


Reference List:

Hardy, C, Phillips, N, Clegg, S 2001, ‘Reflexivity in organization and management theory: A study of the production of the research ‘subject’’, Human Relations, vol. 54, viewed 10 May, <>

*Used to assist my understanding of what reflexive research is in Task 3


Litwin, MS 1995, How to Measure Survey Reliability and Validity, Sage Publications, California, United States of America

*Used to assist my understanding of what surveying entitles in Task 3


Nasser, J 2016, The Importance of O Week for all studentsThe Brock Press, weblog post, 16 September 2016, viewed 12 May 2018,


*Used to justify the difference between an academics and a student’s perspective of O-Week in Task 3

Task 3: Reflection

Is Orientation Week only beneficial for first year students?

As a result of my research project I have established the importance of Orientation Week primarily for first year students. Using a survey, I have determined the overall perspective university students have of O-Week, and what the benefits and negatives of attending O-Week are.

Progressing through each stage of research maximised my knowledge on research communication, and different forms of research that can be applied when engaging with a motivating topic. Instigating the task led me to develop a clear understanding of the research practice ‘reflexive thinking’. This approach was taken forward within my data collection, through the incorporation of my own experiences with the posed question. Smith states “a reflexive journal promotes an internal dialogue for analysing and understanding important issues in the research project”, making it a crucial aspect of any research task. Including reflexive research has enabled me to transfer from an outsider’s role, to an insider’s role within the core study (Berger, R 2013).

Ethical considerations were a fundamental aspect throughout the surveying, and primary data collection process in my research task. Conducting a survey requires honesty, integrity, and respect (Qualtrics, 2009), and ethical strategies in research allow risk assessment measures, encourage honesty, and promote public confidence (Halej, J 2017, p.3). Applying these ethical research approaches clarified how to minimise intrusion of the research participants in my data collection. Consideration of ethical risks were applied in my survey through an introductory statement allowing participants to understand why they are administering the survey, who has access to the survey data, and how the respondent’s privacy will be protected. Implementing an introductory statement informs the respondents of the significant research details integrated within the survey.

An understanding on how to successfully analyse risks, and plan time was gained in this project through the implementation of a Risk Matrix, and a Gantt chart. Determining the high-risk possibilities allowed more focus on preventing these, making them a less likely chance of occurring e.g. ‘Misleading research results (Severe Impact/Very Likely Likelihood)’ was a severe risk identified which I prevented by using simple and straight forward questions in my survey. Application of a gantt chart allows appropriate time periods planned for each stage of the research. This strategy effectively prevented me from being unable to complete the research task.

If I were to change anything in my research project I would consider asking students from different universities about their experiences of O-Week rather than just focussing on students from The University of Wollongong. This research would be conducted out of my own interest and used as a primary source, possibly considered in Assessments 1, and 2, as well as in the overall outcome of my project.

Overall this project gave me a detailed understanding of the strategies required to perform successful, and ethical research practice. I now know how to use reflexive research, as well as communicate through research using; surveying, focus groups, and interviews, all in which I will consider using in my future years at university.


Reference List:

 Berger, R 2013, Now I see it, now I don’t: reasearcher’s position and reflexivity in qualitative research, 3 January

 Halej, J 2017, Ethics in Primary research (focus groups, interviews and surveys), viewed 18 May, <>

Smith, B 2007, Ethical and Methodologic Benefits of Using a Reflexive Journal in Hermeneutic‐Phenomenologic Research, 31:4, 14 June, <>

 Qualtrics, 2009, Ethical Issues for Online Surveys, Qualtrics, weblog post, 19 March, viewed 18 May, <>

Contextual Essay @foodsfordayss

Social media is referred to as a newly revised communication platform, universally used as a convenient form of global interaction. Instagram is recognised as a successful social media platform holding millions of registered users, making it an ideal way for companies to market products, and content creators/regular individuals to express themselves.  Moore, Barbour, & Lee propose that Instagram relationships are built through the actions of the producer’s persona, as well as, the members of those networks who equally contribute to that persona through their choices, and actions (2017). Therefore, a great deal of my digital artifact outlines the way users communicate on Instagram to alter their follower’s perceptions of their online persona. Through the implementation of my Instagram account @foodsfordayss I have experimented with concepts proposed by academics which alter the way your followers perceive your online persona.

Instagram is a platform used to exchange communal photographs implying why online persona is heavily influenced by behaviour and self-beliefs of others (Halpern, D Katz, J Carril, C 2017, p.117). This has been researched as a major component of my digital artifact, ‘How to become a successful Instagram influencer’ through the analysis of how users perceive an online identity through ‘self presentation’. Goffman labels self presentation as a way individuals present themselves in a theatrical and idealized self-manner (Zavattaro, S 2013, p. 515). The concept of self presentation links to online persona through the emphasis of one’s identity being swayed by the way one communicates with others, shaping how others view an online personality.

Through appropriate experimentation I have investigated strategies which alter online persona in a way to attract the most followers. These strategies have been developed through reference of Manovich. Manovich proposes that users must develop a style/theme to their Instagram feed, and secondly to structure their posts, intending the need for alternation between the aesthetics of your account in a systematic way (Manovich, L 2016, p.13). These strategies influence self presentation on social media and are a major influence on how your followers perceive your profile.

When presenting yourself on Instagram a user is classified as a ‘content creator’ or a ‘content curator’. This entitles either posting self crafted content (content creator), or sharing posts that are reposted/inspired by others (content curator). These two expressions impact your online persona as they influence the degree of personality being exposed through your account. Creating your own content generates leads on Instagram, building relationships with users through an individual’s unique work, cultivating deeper relationships with their followers (Day, C 2016). Whereas curating content builds new relationships on Instagram by providing your followers with an alternative view of an idea/topic (Wynn, M 2016).

Studies of Online Persona, Self Presentation, and Content Creation/Curation all profoundly impact the engagement between a community and an individual through the initial impression of a user “based upon information they provide in their profiles, blogs and other forms of communication” (Jiang, Bruijn,, De Angeli 2009, p.673). This suggests that online self presentation strategies are critical when users decide to pursue a relationship and continue viewing a profile (Derlega, et al. 1987). Consequently, this research shows the importance of experimentation within your online profile to achieve the ideal user engagement status.


Reference List:

Day, C 2016, Let’s be clear on Content Creation vs. Content Curation, Agora Pulse, weblog post, 25 May, viewed 25 May, <>

Derlega, V, Winstead, B, Wong, P, & Greenspan, M 1987, Self-disclosure and relationship development: An attributional analysis, Interpersonal Processes: New Directions in Communication Research, pp. 172–187

Halpern, D, Katz, J, Carril, C 2017, The online ideal persona vs. the jealousy effect: Two explanations of why selfies are associated with lower-quality romantic relationships, Telematics and Informatics, 34:1, pp.114-123, <>

Jiang, Y, Bruijn,, O, De Angeli, A 2009, The Perception of Cultural Differences in Online Self-presentation, Manchester Business School, pp.672-685

Manovich, L 2016, Instagram and Contemporary Image, Creative Commons License, November 2016, viewed 25 March

Moore, C, Barbour, K, Lee, K 2017, Five Dimensions of Online Persona, Persona Studies, vol. 3, no. 1, pp.3-7

Wynn, M 2016, Created vs. Curated Content: Which one is better?, The Search Agency, weblog post, 21 June, viewed 25 May, <>

Zavattaro, S 2013, Expanding Goffman’s theater metaphor to an identity-based view of place branding, Administrative Theory & Praxis, 35:4, pp.510–528




Digital Artifact @foodsfordayss

Gathered from my interest in food blogging, I have established a gap in the market for an active Sutherland Shire based foodie Instagram account. To fill this gap, I have shaped the Instagram account ‘@foodsfordayss’ promoting a variety of mod cafes and restaurants in the Sutherland Shire, as well as endorsing products and personal recipes. The project has underpinned the value of persona through the communication and maintenance of relationships created on media platforms, like Instagram. Progression with my project showed to continually question what it takes to become a successful Instagram influencer, prompting my interest to discover the practical ways to increase an Instagram following, and successful strategies to engage with users. Proceeding with the topic of ‘How to become a successful Instagrammer’ has driven research on the areas ‘Influencer Marketing’, ‘Online Persona’, ‘Content Creators vs Curators’, and ‘Presentation Self’. Conducting research on these topics has directed the experimentation undergone for my digital artifact.


Current Instagram page

Influencer marketing is defined as “the identification and use of specific key individuals who hold influence over potential buyers of a brand or product to aid in marketing activities” (Brown, Duncan, & Hayes 2008). Use of influencer marketing on Instagram has shown to significantly grow positive brand attitudes through the ability to communicate to a large segment of people in a short period of time. Company’s seeking to use Instagram influencers to market their goods have the capability to select a niche audience segment. Therefore, this leads to a mutual relationship between a brand and the influencer expended (Evans, J et al. H 2017, p.139). Swedish company ‘Daniel Wellington’ was one of the first brands that understood the potential of influencer marketing. Selling minimalistic quartz watches, the brand identified a variety of Instagram influencers and sent them watches as a present, the only requirement was to post one photo of the watch on their feed. Since the company’s establishment, the brand has made $220 million in profit relying wholly on influencer marketing. The brand has produced “almost a million posts on Instagram tagged #danielwellington, there are 3.5K posts on the Daniel Wellington page, which means that the rest was posted by the brand’s followers” (Mottola, I 2016). Similarly, @foodsfordayss projects an aspect of influencer marketing through the implementation of promoting company sent products. By taking pictures of the products I get sent and posting them with an appropriate caption on ‘how I use it’ or ‘why I like it’ this acts as a promotion to my followers. Therefore, the initiative taken by the companies sending me the products is an influencer marketing strategy.

Online Persona can be prescribed as the way in which a user articulates their identity through the exchange of communal photographs influenced by behaviour and self-beliefs (Halpern, D Katz, J Carril, C 2017, p.117). I have accomplished the importance to create an online representation of my personality through the choice of image quality, filters, captions, and engagement I make on the Instagram account. By experimenting with camera angles and lighting I have created an aesthetically pleasing Instagram feed composed of bright visuals using clear/engaging images. Applying my personality in what I caption the photos, and how I edit them I am leaning away from the habitual food pages on Instagram and instead, giving it a unique and individualised appeal. An important component of @foodsfordayss online persona is the profile picture. I try to minimise the amount of times the profile picture is changed as this is the primary source my followers use to identify the account. Therefore, I consistently make sure the profile picture is a clear/bright image. Online persona is presented on Instagram through Manovich’s classification of the necessity to have a style/theme to an Instagram feed e.g. colour theme (Manovich, L 2016, p.13). Manovich articulates the importance of structure within Instagram posts, intending no two photos next to each other have similar aesthetics, instead alternate between a few aesthetics in a systematic way (Manovich, L 2016, p.15). With reference to these guidelines I have experimented with the degree of filters used on my images to allow for a “formal temporal rhythm, alternating between compositions” (Manovich, L 2016, p.15) on my Instagram’s feed. Minimising the quantity of filters used on my images prompt’s a natural appeal, which Spoon University has revealed as a strategy for receiving more Instagram followers. The University disclose that using natural lighting and regularly posting on Instagram are fundamental for success (Baird, A Jackmauh, S 2015) as followers can relate easier to your content.

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There is a large metamorphosis between Content Creators and Content Curators. Content Creators are “influencers who have built audiences around their unique creations, personality, talents, and voice” (Cole, N 2017), whereas Shamina classifies Content Curators to have a goal to not duplicate content but to instead structure it by locating relevant information to share with the community (2015, p.1092). I classify myself as a content curator through the promotion of company sent products, as well as publicity of restaurant/café’s I have visited. This conclusion has been made through the similarities I have noticed between my account @foodsfordayss and @healthyfitnessmeals run by Rena Awada. Awada shares her own recipes on her account, as well as scouring Instagram feeds for other user’s recipes and photos to share on her page. Likewise Awada, I have implemented recipe’s I have created at home on @foodsfordayss, this contrasts with the posts I create on the restaurants/cafes I have eaten at. This strategy allows curators to share posts that are uniquely “you”, together with keeping your audience engaged by recognising other people’s content. This approach coexists alongside ‘online persona’ as it contributes to the way in which the audience perceives the content being presented.

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@healthyfitnessmeals Instagram Page

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Content Curation (Using a brands product and promoting it on my account)

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Content Creation (Image from a personal review I made on Instagram after eating at @espressowarriors)

The idea of Self Presentation is a complex phenomenon allowing individuals to express themselves in performance of social roles and expectations (Olberding, A 2015 p.692). Understanding the implementation of self presentation on @foodsfordayss is crucial, as users acquire this when making an impression of the account. The idea that content controls what you perceive is acknowledged through this notion about the overall presentation of an account (Raikka, J 2016, p.214). A theory discovered by Goffman labels self presentation as a way people present themselves in a theatrical and idealized self (Zavattaro, S 2013, p. 515), therefore the application of hashtags will enhance my engagement and overall account aesthetic in this manner. After commencing this task, I discovered the impact hashtags made on my posts by enriching my followers Instagram experience and broadening networks. Hashtags are specifically implemented on social media to promote a trending topic or provide additional perspectives and recent updates to content ideas (Alam, M Woo-Jong, R SangKeun, L 2017, p.1528). As well as hashtags, self presentation is also influenced by the way I communicate with former accounts. Through consistent engagement using commenting, and liking as the main sources I achieve a wider audience span, and other accounts grasp my personality through the way I communicate. For example, by commenting on another page’s food image “wow that looks delicious!” many users visualise the positive affluence associated with my page and therefore become interested in the content I am curating.

The development of Instagram has had the ability to make any food object more photogenic. Instagram has infiltrated our lives with photogenic meals, as well as making every design aspect of a restaurant appealing (Janzer, C 2017). Instagram has a “particularly wide-ranging spectrum of publicness” (Moore et al. 2017) empowering users to project their ideal self through building a public reputation that represents their online persona. Conclusively the result of my digital artifact has articulated thorough research within the topic of becoming a successful Instagramer, consequently improving the success of my Instagram account @foodsfordayss. Instagram stands as a strong, and sustainable media platform to pursue food blogging on, allowing the expression of online persona to be maintained through the way one presents themselves by their choice of content. Thus, the term ‘medium is the message’ is foreseen as a content curator/creator through the content which influences your follower’s perception of your persona.


Reference List:

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Zavattaro, S 2013, Expanding Goffman’s theater metaphor to an identity-based view of place branding, Administrative Theory & Praxis, 35:4, pp.510–528