BCM 206

Beta

Because I changed my DA, ‘Cook on the Bright Side’ to ‘iwaste_ewaste’, I fell behind in the subject. So, I undertook a process of iteration, frequently uploading posts, repeating my message to build the desired outcome, i.e. the swift attraction and growth of a following amongst my social demographic, Generation Z, (1996 – 2012), which could expand to others. 
 
Posting often would enable me to communicate many persuasive appeals regarding the pollution and human exploitation caused by the tech industry and its e-waste, before Apple’s 2021 product release. Thus, I could hope to influence my audience into making informed, sustainable tech purchases.  
 
A 2019 survey of social media use revealed that 36% of respondents aged 18-24 stated that Instagram was their favourite social media platform. (Hamilton, 2019) Hence my choice of Instagram for my messages’ optimum exposure to Gen Zers.
 
In order to maximise my posts’ persuasiveness, I researched how to market to Australia’s Generation Z. Social media is important to us digital natives, who value our peers’ opinions. I tried to create a social presence that Gen Zers could engage with, by showing them I cared about the issues. I also needed to humanise my posts’ content and deliver a direct message in their language.
 
These factors were incorporated into my posting plan. I reiterated persuasive emotional appeals via different, confronting human images which criticised the tech industry. I posted pictures of impoverished African child miners and destitute foragers in e-waste dumps in the Philippines. I adhered to the maxim, ‘a good picture is worth a thousand words’. This suits the visual learning of Gen Zers. I also used visual intellectual appeals, like pictures of Rodin’s, ‘The Thinker’, contemplating if he needed a new iPhone, and Apple being wealthier than the US Treasury Reserve. 
 
I repeated the combination of both appeals in the accompanying attention-getting headlines and captions and kept the content penetrating yet concise. I reiterated the practice of including brief written text and ending with a thought-provoking question(s). Gen Zers want to make the world a better place and want to make their own decisions. It’s best to ‘lead’ them to make informed, sustainable tech choices rather than to browbeat them.
 
My posts needed to respond to imminent events in the tech marketplace. As the hype surrounding the release of Apple’s iPhone 13 escalated, I adopted an iterative planning approach – changing and adapting my posting plan as my project unfolded. I also wanted my posting plan to respond to audience feedback. 
 
I began by uploading posts on the environmental damage and social injustice caused by smartphone production. As the new Apple iPhone was soon to appear, I made posts questioning whether my audience really needed a new phone if their old one still worked well. I also highlighted the positive attributes of sustainability. Just after Apple’s new products were launched, I made posts focusing on the so-called shortcomings of the new iPhones, highlighting the criticisms of tech experts and influencers. After this, I returned to posting the original message of pollution and oppression which characterises much of the tech industry.
 
My posting plan will, through iteration, reiteration and change, adapt to disclose current issues and controversies in the tech industry, with the focus remaining on informing Gen Z as to the making of informed, responsible, sustainable e-purchases. 

iwaste_ewaste Instagram account: https://www.instagram.com/iwaste_ewaste/ 

Alexsalcedo, 2016, ‘Marketing To Generation Z (It’s time to forget about Millennials)’, MNI, weblog post, 6 June, viewed 7 October 2021, <https://www.mni.com/blog/author/alexsalcedo&gt;
 
Hamilton, I 2019, ‘Instagram has avoided Facebook’s trust problem, beating its parent as app of choice for Generation Z’, Business Inside, weblog post, 17 March, viewed 5 October 2021, <https://www.businessinsider.com.au/instagram-is-more-popular-among-generation-z-than-facebook-2019-3&gt;.

McCrindle 2016, Generation Z defined; the five characteristics of today’s student, online video, 19 April, McCrindle, viewed 6 October 2021, <https://www.youtube.com/watch?v=QvCwcQmnyfE&gt;
 
Moreau, E 2021, ‘The Best Time to Post on Instagram in 2021’, Lifewire, weblog post, 19 January, viewed 6 October 2021, <https://www.lifewire.com/best-time-of-day-to-instagram-3485858&gt;.
 

Example of posts:

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