BCM 241

Week 7 Blog Post

My first epiphany concerning the autoethnographic experience centred around my original DA concept, ‘Cook on the Bright Side’. 

Initially, I struggled to find a topic. I was in my uni accommodation communal kitchen cooking a stir-fry when it dawned on me that I could create an Instagram account and upload cooking videos with an emphasis on quick, nutritious meals. I could also discuss the health and psychological benefits of cooking during Covid lockdown with my media niche. 

However, I share a kitchen with 15 others. It was impossible to film undisturbed. I decided to abandon this project.

The second epiphany came last semester, while I was studying Global Media and Social Justice. I did a presentation on the pollution and social injustice caused by the production of e-devices and e-waste. I used to buy the latest Apple device whether I needed it or not. Now the revelation of the problems caused by e-waste has influenced me into making more sustainable tech purchases. Through my Instagram account iwaste_ewaste, I realised I could bring this message to other Gen-Zers and convince them to do the same. 

So far, I have uploaded 21 posts on iwaste_ewaste, commencing before the release of Apple’s 2021 products, an immediately after this. I researched marketing to Gen-Zers using persuasive appeals. Regarding participatory observation, I also used my Gen-Zers self as a reference for persuasive appeal selection. When I was accessing sites such as ‘Greenpeace’ and ‘Apple Sucks’, it was the intellectual appeals that I found most impactful. I predominantly constructed this appeal type on iwaste_ewaste. However, it was an appeal that used both emotional and intellectual appeals that brought me my lightbulb moment. 

I decided that for my research, a pivotal point in the postings would be the attraction of ‘comments’ that indicated my media niche followers were receptive to my message.  This happened in Post 11, when two followers wrote positive comments. However, I collated and analysed the results retrospectively. Only when I looked back over the data did I discover their conversion to my sustainability argument. This was the source of my third epiphany. I realised I should have analysed the results earlier and that by sticking with the construction of mostly intellectual appeals, I had introduced bias into the process which negatively affected the success of my posts. (My posts had been declining re the number of ‘likes’.)

Post 11 was a departure from the content I had used previously. I used a meme-style post. I asked my niche, ‘Are you a crazy Apple fan or a responsible tech purchaser?’, with a split screen of images featuring Apple products on one side and e-waste pollution and its human exploitation on the other. My research revealed the meme style is a current social media trend and I constructed post 11’s emotional and intellectual appeal around this. I used a short question in the caption section to interact with my niche. One comment said he is more an ‘iwaste_ewaste’ responsible tech purchaser; and the other said she is both a crazy Apple fan but also responsible tech purchaser who cares about sustainability. 

I belatedly realised that had I continued with meme style though out the account, this might have expanded my media niche regarding more ‘likes’ and ‘comments’.

Lopez, B 2021, ‘2021 Social Media Trends: Meme Marketing’, Greenfox, weblog, viewed 13 October 2021, <https://greenfox.io/2021-social-media-trends-meme-marketing/&gt;

3 thoughts on “BCM 241

  1. Hey really liked the idea of your digital artefact. I think you have done a great job in being vey clear in your timeline of production for this digital artefact. You didn’t include much in your plan on how you plan on completing the ethnographic part of your digital artefact. Would suggest to be more clear on that moving forward, I do like how you included a lot of links regarding the topic. Overall I’m very excited to see the future of this DA.


  2. Hey Adrian, The concept of cooking to bring people together is brilliant and definitely needed during these times. The video you have created provides a great overview of Cooking on the bright side and the need for it. When looking over the blog I have a couple of things that you might want to incorporate as you go along these include:

    Linking to the statistics you have used in your blog post. This allows people to visit the post and get an updated message keeping the post relevant and useful for individuals looking.

    Next is linking to your media niche and Feild site post in order to show the scope of your ethnographical research.

    On the topic of ethnographical research, you haven’t particularly referenced how this fits into your ethnographical research, such as the frameworks you are using and how you will be interacting with your media niche in relation to ethnography. This could be a key thing you can add in the following posts you are making.

    I have also done some exploring into your topic and I believe you could benefit from exploring this blog post that covers many recipes and Instagram accounts related to your topic. here


    Overall I am excited to see the progression of cooking on the Brightside. All the best with it and I will be watching regularly to see what you come up with.


  3. Hi Adrian, I thoroughly enjoyed watching your beta presentation and learning about what you have done so far. Changing your digital artefact mid way through the semester can be a scary thing to do but I think you have made a good decision as I could hear the enthusiasm when you were talking about your new DA about e waste. I enjoyed how you described your ideal target demographic in detail as knowing who exactly your target audience allows you to conduct clear and precise auto-ethnographic research on your niche. I found that you incorporated your peer comment as well as your understanding of the lecture materials effectively as you gave a couple of examples of how your peer comments and lecture material made you think about what you could do to improve DA. The use of hashtags in your Instagram page is great as well as it is allowing your niche to view your content.

    However, I did find reading through your blog post having watched your presentation that it was a bit repetitive as you had already mentioned the ‘6 Steps to Build a Good DA’ in your presentation. I think perhaps you could have mentioned some different readings from the lecture material possibly including how you incorporated some analytical framework techniques as this would have improved the professionalism of your post. Although you gave a brief explanation of the types of content you have been posting I feel as though you need to define your persona a bit clearer. One other thing I would add to your blog post would be tags as they can invite a larger audience to view your content which can ultimately lead to more engagement on your Instagram page. Overall I really enjoyed watching your presentation. Good luck with the rest of the digital artefact!


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