Evaluation of Objectives

Below shows the objectives which were set out at the start of Semester 1, and that have been worked towards throughout Semester 2 and Semester 3 a like, and the subsequent modules.

Objectives:

1. To understand the ways in which Social Media and Magazines can affect self-perceptions and issues:

A) With body image (Females, 18-24)

B) With body image on a cross-cultural scale (Females, 18-24; Tokyo, Japan).

2. To understand policies and guidelines within the Fashion and Beauty Industries currently encouraging positive body image.

3. To work with and interview those both actively working in the Fashion and Beauty Industries, and those on a consumer/follower/user basis, to compare behaviours and perspectives in relation to body image and self-perceptions.

4. To prototype a range of design work targeted at 18-24 year old women, highlighting impacts of cross-cultural beauty/fashion trends on self-perceptions and body image.

Evaluation:

For each objective I have written an evaluation to show how these have been met, and at times exceeded, as well as discussing how they have been a continuation of the work and research from both semesters 1 and 2.

1. To understand the ways in which Social Media and Magazines can affect self-perceptions and issues:

A) With body image (Females, 18-24)

B) With body image on a cross-cultural scale (Females, 18-24; Tokyo, Japan).

This objective has been met through the writings in the first issue of The Industry magazine based on ongoing research throughout this semester, whilst also taking into account that the majority of my research has been carried out in semester 2 (evaluation of this research from semester 2 can be found here). I have found that this semester, this objective has been more focused on accumulating all of the research which has been carried out over the course of the year, and has subsequently been written about, edited, art directed and designed/photographed in regard to both objectives 1.A. and 1.B.

In addition to objective 1.B., further research into Eastern cultures has been carried out during this semester, including looking into Chinese customs in regard to women, surgery and expectations, therefore adding a different perspective and additional socio-cultural knowledge to the first issue of the magazine.

2. To understand policies and guidelines within the Fashion and Beauty Industries currently encouraging positive body image.

Like noted for objectives 1.A. and 1.B., the majority of research for this objective was carried out in semester 2, speaking with ASOS, Vogue Japan, B-EAT, Nadine LeBlond and Tam Dexter, gaining industry insights and perspectives, however this research has continued into semester 3 as new topics of interest have been found and unravelled. For example, Good American and the positive attitudes of Khloe Kardashian and Emma Greedy have been researched into this semester, whilst also reaching out to their agents and PR teams in the hope of discussing how as a brand and as celebrities they hope to change the industry through their brand guidelines and ethos.

Additional interviews were also carried out with Nadine LeBlond in order to gain another perspective as to how an Art Director and Creative Director, you have to work with and almost at times, create your own guidelines to achieve a sense of positivity within the beauty and fashion industries to counteract some of the negativity in it, and show people diversity and different ethnicities which can be disregarded in some guidelines and brand standards.

In addition, I have began working at High Definition Beauty whom have their own guidelines on which images can/cannot be posted on social media or through their campaigns as they hope to show women, and men alike, how to be the best versions of themselves, opposed to negating to changing their looks to look like someone else or to maintain an unattainable and unrealistic body image. I feel this ethos and moral view on guidelines has restored some faith in the industry after having researched the negative impacts on people for so long.

Again, any polices and guidelines which have been researched throughout the year have been written about and put into the first issue of The Industry magazine to showcase positive perspectives and guidelines, and how there are positive influences balancing out the negatives.

How this objective has been met in semester 1 and 2, prior to being ‘written up’ and editorialised can be found here.

3. To work with and interview those both actively working in the Fashion and Beauty Industries, and those on a consumer/follower/user basis, to compare behaviours and perspectives in relation to body image and self-perceptions.

This module has allowed for me to build on relationships built in Semester 1 and 2, whilst also allowing for additional relationships to be made. These are noted below.

  • Charlotte Stacey
  • Stephane Alexandre at Milk and Honey
  • Talia White
  • Nadine LeBlond
  • Bobbi Rae
  • Justin McFarlin at The Print Academy
  • Bay Backner

These extra contacts have allowed for additional content to be put into the first issue of The Industry magazine. These are contacts, along with those made in Semester 1 and 2, which I hope to continue to speak with, work with and collaborate with going forwards in my practice, whilst also developing new contacts and links.

In addition, the use of Instagram and social media platforms has allowed for consumer/user relationships to be built.

Relationships with fellow practitioners such as Bobbi Rae, Nadine LeBlond and Bay Backner have also been formed in order to showcase and collaborate for a unified aim.

All of the above has been working towards either working with, or aiming to educate, or inform one, regarding behaviours and perspectives regarding to self perception and body image.

In addition to the above, my current job role has allowed me to meet new industry contacts, on the ‘inside’ such as models, makeup artists and fellow designers/marketing practitioners, whom will be invaluable in the future when working towards the second issue, and also in my long-term career within the fashion and beauty industries. All of the contacts I have made, share similar opinions and perspectives, whilst having unique viewpoints and experiences which I can learn from and grow with.

4. To prototype a range of design work targeted at 18-24 year old women, highlighting impacts of cross-cultural beauty/fashion trends on self-perceptions and body image.

This particular module and semester have allowed for this objective to come into fruition, collating all of my research and practical work to date throughout the MA into a combined creative object, which acts as not only a magazine for reading pleasure, but also a critical, academic sourcebook which encourages debate, discussion and thought.

I feel I have not only prototyped design work, but I have created one piece of well thought out, designed, edited work, opposed to a ‘range’ of experimental works as produced in previous modules. I also feel I have exceeded this objective with the magazine being included in several collaborative exhibitions (end of year show, Tambourine in Saltaire, and upcoming exhibition at Munro House, Leeds) and being showcased at the Blenheim Walk library at LCA and at Talia White Studios in Birmingham. I also have an Instagram account for the magazine as previously discussed which has helped to target the magazine not only to the noted 18-24 year old female demographic, but 18-34 year old males and females, which is much broader than I expected, yet I am delighted to be able to inform a wider range of people about a current, relevant topic which I feel is so important to me.

Future Objectives:

Regarding my future plans for The Industry (discussed here) I have written a new set of objectives, which can be seen below.

For issue two, I plan on looking at Europe (England, Spain, Italy, France – the main beauty and fashion capitals of mainland Europe) in the hope of understanding how Brexit and the current political climate will affect the industries, brand growth, marketing, sales and education, for example, in the sector.

These objectives are on-going and aim to form a skeleton plan for the second issue of the magazine, whilst also looking more into the ‘male’ side of the noted issues which is something which has not been looked into much throughout the modules throughout the MA. However, since using the Instagram account and realising that there is a wider demographic of those interested (both age and gender), I have decided to research into this much more intently.

1. To understand the ways in which politics and Brexit will affect:

A. Females and Males, 18-34, Europe – UK, Spain, Italy and France).
B. T
he consumer and corporate climates of the beauty and fashion industries (relative to marketing, sales, curation of exhibitions and catwalk shows/fashion weeks, education and brand growth).

3. To work with and interview those both actively working in the Fashion and Beauty Industries, and those on a consumer/follower/user/educator/politician/government basis, to help understand and work through the points noted in ‘Objective 1.A. and 1.B.

4. To prototype a range of design work targeted at the noted demographics that highlights impacts of cross-cultural consumer, corporate and education climates of the beauty and fashion industries as a backlash of Brexit and political change in the EU.

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Summary of Instagram Usage

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Creating an Instagram account for The Industry Magazine has been invaluable for several reasons which I have noted below.

  • Throughout the course of the module, images and mockups of the first issue have been posted which allowed me to gage audience, demographic and international audience. It was noted in earlier posts (found here and here) that the majority of viewers were female, however with a fairly high percentage being male, compared to what was expected, that relevant content should also be included to appeal to a wider demographic. This also helped inform the cover image – using a male and female – to not only appeal to one gender and appear stereotypical. I wanted the magazine to be as open as possible.
  • It showed that the main viewers were between 25-24 and 18-24 (my original target audience), therefore showing that the magazine appealed to a broader range of age groups which was important in regard to deciding content and gaging response.
  • Acted as a pre-testing platform for gaging an audience, whilst also testing out content and helped to make informed design decisions.
  • Has acted as a platform to make new contacts, i.e. The City Talking, Leeds.
  • Has aged as a platform to promote where the first issue will be exhibited at – Tambourine and Leeds College of Art library for example, and online at ISSU (until the website is built and developed in the future) and will be used in the same way when the magazine is showcased at Talia White Studios, in Birmingham and Munro House, in Leeds.
  • It has helped gain an International audience and potential readership, and will be used going forward to call out for collaborators for content in regard to future issues.
  • Has helped with my professional context and the importance of making local, national and international connections for the future growth and ongoing development for the magazine.

I had originally wanted to follow these stats as shown above on the screenshot every week, however found that this wasn’t realistic as different amounts of imagery/teaser content were posted week to week, and some weeks the design and writing process for the magazine took priority.

I have noted gained as many followers as I had hoped for, however again realise that this is the start of an ongoing project, and the following at present has given me good feedback and good responses to pursue this as an ongoing project, and as a platform to build on.

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Photos of The Industry Magazine

The first issue of The Industry Magazine has been printed through contacts at The Print Academy, and has been printed on:

  • 115gsm silk stock for the inner pages
  • 150gsm matte laminated stock for the cover
  • perfect binding for a crisp, professional magazine aesthetic

I was given 8 copies of the magazine to allow for copies to be sent out to the relevant exhibitions I am partaking in as well as allowing for a copy for the LCA Blenheim Walk library, and for the Talia White Studios in Birmingham where one copy will be showcased.

In addition, copies ere also need for the final hand in and LCA end of year show, as well as keeping a copy for myself and donating one to my employer for colleagues to read on their lunch and rest breaks.

I am really happy with the print of the magazines, and has worked out much more cost effective in time and money in comparison so printing with Blurb which was my original plan – however due to the increased volume in how many I need printing and within the allotted time frame before hand in and the partaking exhibitions (Tambourine in Saltaire in particular with Bay Backner), it was more sensible to print these locally using my established connections in the industry.

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Future Plans for The Industry Magazine

The issue of The Industry magazine which is to be submitted is the first issue in what I plan to be a series, discussing different cross-cultural topics surrounding the beauty and fashion industries, looking at different perspectives and current issues. The first issue very much focused on cross-cultural issues across the East and the West, whilst looking at how trends, social media, magazines and the rise of ‘celebrity’ and vloggers/bloggers affects self-perception, self-esteem and narcissism.

For issue two, I plan on looking at Europe (England, Spain, Italy, France – the main beauty and fashion capitals of mainland Europe) in the hope of understanding how Brexit and the current political climate will affect the industries, brand growth, marketing, sales and education, for example, in the sector.

I also would like to look more into the ‘male’ side of the noted issues which is something which has not been looked into much throughout the modules throughout the MA. However, since using the Instagram account and realising that there is a wider demographic of those interested (both age and gender), I have decided to research into this much more intently.

I also plan on producing a website (this was initially planned in my original proposal for this semester and module, however the magazine and associated work to fulfil this to a great standard took priority) which will allow for a digital platform for ‘The Industry’ to become a collaborative hub. By this I mean that the magazines will be showcased digitally, allowing for international readership, reach and exposure, whilst also opening up doors for people to contribute via a ‘contributions email address, or call outs (website and social – for relevant content for the decided overarching concept/issue at hand) – articles, stories, news in their country/area, photographs, etc. This will form a ‘collective’ approach to the magazine. I plan on hopefully forming the magazines in the future from soley collaborative content, with myself becoming sole editor, opposed to fulfilling all of the roles needed to produce a magazine. This will allow for a quicker turnaround in magazines (perhaps 4 a year), whilst also allowing for the magazine to have a further range of perspectives from a wider range of contributors. I would also like to keep in touch with contacts made, as noted in a previous post, with the hope that they may want to contribute again or point me in the right direction of new industry contacts, i.e. Vogue France, for example. I also have kept in mind that a disclosure would need to be made on the website that any published articles and images will be digitally recirculated in the form of upcoming issues (potentially also in print later down the line, hopefully) complying with good ethical working practice. By doing this, I will alleviate any potential problems with the redistribution of images by gaining relevant consent and permissions, meaning that the magazine could actually be sold, rather than just viewed as an object, a magazine and a source of academic and educative content. I would also like to continue with social media platforms (Instagram has already been used) and move into both Facebook and Twitter. By having its own functioning website, the content and contributions will be easier and more readily availale to view opposed to using ISSU as showcased in this semester due to the lack of web presence.

I have not had my own exhibition/launch event for the magazine, despite being in various exhibitions, as noted in previous posts (can be located here and here), an would like to plan one for the second issue. I imagine at the moment that this would be local, and perhaps celebrate the first issue also, hopefully gaining further exposure and possible collaborators also.

I feel that The Industry magazine has much more to offer, and feel that this module has allowed for a big stepping stone to success, and has only touched the surface of the what the magazine could become, especially once it enters a digital realm.

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Professional Context: Industry Contacts

Below shows a list of industry contacts which have been made, established and maintained throughout the creation of the first edition of The Industry magazine, in particular.

Below are a list of people who I have interviewed, contacted or collaborated with for the first issue of this magazine and whom I plan on keeping in touch with throughout the course of my professional practice and career. Contacts have also been noted that have allowed exhibitions to take place.

  • Nicole Takamoto
  • Charlotte Stacey
  • Kyoko Muramatsu at Vogue Japan
  • Kimmy Fukuda at Vogue Japan
  • Stephane Alexandre and Amy O’Brian (photography) at Milk and Honey
  • Tam Dexter
  • (Anon at) ASOS
  • Media Centre at ASOS
  • Anon Model
  • Anonymous Survey Participants
  • Contributors for ‘Selfie’ feature of the Issue 01
  • Talia White
  • Nadine LeBlond
  • Bobbi Rae
  • Samantha Ravndahl
  • Justin McFarlin at The Print Academy
  • Bay Backner
  • Kirsty Carver at LCA

This is working toward objective:

3. To work with and interview those both actively working in the Fashion and Beauty Industries, and those on a consumer/follower/user basis, to compare behaviours and perspectives in relation to body image and self-perceptions.

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Magazine Article Breakdown

Below shows a list of parts of the magazine which have been edited, art directed or photographed by myself, as well as parts which have been selected, sourced and collaborated on.

All articles and features have been designed, edited and art directed by myself.

SOCIAL MEDIA

Anon Survey – sourced in Semester 2 via an anonymous research questionnaire

Selfie Spreads – images were all donated via social media platforms, following a ‘selfie call-out’

Selfies, Narcissim and Self-Esteem – article was written by myself based on research from semester 2/3

Mulvey’s Changing Gaze – article was written by myself based on research from semester 2/3. Image was sourced from Playboy’s Instagram account

Sex Sells – images sourced from American Apparel campaigns and the Wrangler advertising archive

Backlash of Social Media –  article was written by myself based on research from semester 2/3

Porn Chic – images sourced from Instagram

Porn Chic and Self-Objectification –  article was written by myself based on research from semester 2/3

How to be Social Media Famous –  article was written by myself based on research from semester 2/3

CROSS-CULTURE

Economy of Beauty –  article was written by myself based on research from semester 2/3. Images sourced from Vice.

Japanese Beauty –  article was written by myself based on research from semester 2/3. Images sourced from Vogue Japan.

Collagen Ad – sourced images from shutter stock.

Nicole –  article was written by myself based on research from semester 2/3, as well as referencing interviews from Byrdie. Images donated by Nicole T.

Charlotte Stacey – image and article (also written by) donated by Charlotte Stacey.

Skin lightening ad – sourced images from shutter stock.

Kyoko Muramatsu – article was written by myself based on research from semester 2/3. Images sourced from Vogue Japan.

BLOGGERS AND VLOGGERS

Insta Glam – photographs taken by myself.

Manny and Jeffree – article was written by myself based on research from semester 2/3. Images sourced from the Jeffree Star website.

Modern Muse – article was written by myself based on research from semester 2/3. Images sourced from Amy Song’s blog.

Selfridges Ad – images taken from East Meets West Beauty Sourcebook that was designed and produced in semester 2

Milk and Honey – article was written by myself based on press archives donated by Stephane Alexandre. Images provided by Milk and Honey that were taken from Amy O’Brian.

Fashion Bloggers and Influencers – article was written by myself based on research from semester 2/3, and images sourced via Instagram and blogs of those featured.

A BIT OF PERSPECTIVE

Tam Dexter – article was written by myself based on research from semester 2/3 (from interview provided) and images donated by Talia White.

ASOS – article was written by myself based on research from semester 2/3 (from interview provided) and images donated by GPRS for ASOS.

Good American – article based on sourced interviews (see bibliography) following being unable to gain contact with the company, and images sourced via Good American.

Nadine LeBlond – article was written by myself based on research from semester 2/3 (from interview provided) and images donated by Nadine LeBlond.

Bobbi Rae – article and images donated by Bobbi Rae.

Samantha Ravndahl – article was written by myself based on research from semester 2/3 (from interview provided) and images sourced via Instagram.

 

This is working toward objective:

1. To understand the ways in which Social Media and Magazines can affect self-perceptions and issues:

A) With body image (Females, 18-24)

B) With body image on a cross-cultural scale (Females, 18-24; Tokyo, Japan).

2. To understand policies and guidelines within the Fashion and Beauty Industries currently encouraging positive body image.

3. To work with and interview those both actively working in the Fashion and Beauty Industries, and those on a consumer/follower/user basis, to compare behaviours and perspectives in relation to body image and self-perceptions.

4. To prototype a range of design work targeted at 18-24 year old women, highlighting impacts of cross-cultural beauty/fashion trends on self-perceptions and body image.

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Professional Context: Professional Context and Full-Time Job

A personal aim of the MA course was to not only develop my knowledge and interests as set out in my initial proposal, but to also develop my professional practice as a graphic designer freelancing within the beauty and fashion industries, but to make myself more employable within the industry to gain full time employment once the course has been completed.

I attended an interview in May for a Lead Graphic Designer role at High Definition Beauty, and after completing two interviews and and an interview brief I was successful in getting the job. I am really happy to be working at a beauty company which fits in with my ethical and moral stances on the industry, which have been highlighted throughout the course of the MA – this company aims to make women the best they can naturally be, without feeling the need to promote unattainable ideals.

I spoke to my now manager, during interview about my MA studies and research, and how it is important that voices from the industry, as seen in my magazine, are not seen or heard often but are valuable to ensuring that different perspectives are taken into account, especially when working in the industry and are valuable in regard to working with good practice an ensuring that the companies I work for project an image and ethical stance which I agree with and feel comfortable working within.

Below notes a quote taken from my manager regarding my interview and employment.

“Danielle’s knowledge and experience through researching and creating this magazine for her MA certainly put her ahead in our recruitment process. Despite having limited actual work experience in the Beauty sector (as her experience lays more in realms of Fashion and E-Commerce) the dedicated research she carried out for her uni work made her a lot more knowledgeable about the industry – especially through social media and bloggers, than some that already work here. Reviewing Danielles magazine made me confident that Danielle was the right person for the job, something I am still confident of after a month working with her.”

– Anna Pickford, Head of Marketing at High Definition Beauty

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Professional Context – ‘The Industry’ Magazine Showcased at Talia White Studios, Birmingham, UK

Talia White is a fashion and commerce photographer and freelance client, whom has collaborated with me on the first issue of The Industry, by providing photography for the Tam Dexter article, and has been in touch this past week regarding showcasing/exhibiting the first issue of the magazine at her new photography studio in Birmingham. I am delighted that she wants to showcase my magazine in her studio, which will be used for a range of fashion and beauty photoshoots.

This will allow for national exposure of my professional practice, and the first issue of the magazine a like, but it means that a copy of the magazine will be available for a range of models, art directors, photographers, makeup artists and stylists, to view and read whilst they are at the studio – exposing truths from the industry, to the industry. This will also possibly open up opportunities for freelance work in the future, with industry professionals viewing my work, whilst also again stimulating interest in potential future readers, and collaborators for issue 02.

Once the magazines are back from the printers, a copy will be posted out to Talia in order for her to showcase as soon as possible.

This is working toward objective:

4. To prototype a range of design work targeted at 18-24 year old women, highlighting impacts of cross-cultural beauty/fashion trends on self-perceptions and body image.

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Magazine Pages: Final Magazine Inner Pages for Print

Final Magazine Pages by DanielleMuntyan on Scribd

Above shows the final print ready PDF which has been sent to The Print Academy in Bradford to print, following minor editorial changes being made to various pages and to the editors letter of issue 01 following my last tutorial with my tutor.

The magazine will be printed at The Print Academy, and then bound elsewhere in Leeds, however all being arranged by the printers. I originally was going to print through Blurb, however there is not much control over the final printed document, with only 2 presets to choose from in regard to stock ‘standard’ or ‘premium’, as well as having expensive shipping rates and taxes, being printed in the US. It was also not guaranteed that the magazine would reach me before hand in, and more so before July 27th – the launch of ‘Modern Colour’ at Tambourine, in Saltaire. Therefore, using a printer was a much safer option in regard to time scales and also in regard to choosing stock.

The inner will be 115gsm silk, whilst the outer will be 150gsm matte.

I am lucky to know the printers due to the printers working with the company I work for, therefore I liase with this contact contact at the printers most working days. Therefore it was possible to be negotiate more so than you normally would. This also allows for another contact to be made for my Professional Practice, meaning that any future issues, copies or promotional collateral will also be printed via The Print Academy.

This is working toward objective:

4. To prototype a range of design work targeted at 18-24 year old women, highlighting impacts of cross-cultural beauty/fashion trends on self-perceptions and body image.

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Professional Context – Email to Bay Backner/Upcoming Collaborative Exhibitions

I have recently been in touch with local contemporary painter and artist Bay Backner, whom creates pieces of artwork inspired by cross-cultural fashion, beauty and haute couture. Her most recent collection of work really resonated with my practice, as she focused on Japanese and Chinese icons and how they echo Western culture and ideologies, whilst also resonating with Batman’s ideology of the ‘Universal Elite’ within such industries.

Bay describes her practice as noted below:

“Fashion. Makeup. Art. They burn with shared history, ritual and culture. The Japanese have a word for this human need: ‘kazaru’. It means ‘to transform through adornment’, to make something extraordinary, even sublime. I paint contemporary images of adornment – of fashion, style and beauty – to explore and celebrate this desire for transformation.

Source: About Bay Backner (last sourced 18th July 2017)

I started creating a dialogue with Bay via email in mid-June, and have since carried on talking to her about our practices, work and interests, and have been lucky enough to now have confirmed that the first edition of The Industry magazine will be showcased alongside her work to compliment her ideologies with theoretical and contextual undertones at two exhibitions this year. These are noted below. This opens up doors for the magazine to gain national exposure alongside recognised artists, designers and creative a like, whilst being seen by a range of people who have similar interests, and perhaps work in either the beauty or fashion industries also.

  1. ‘Modern Colour’
    Location:
    Tambourine, in Saltaire.
    Work featured: Myself, Bay Backner and that of surface pattern designer Catherine Worsley (http://www.northernlightscreative.co.uk/), as well as The Outdoor Print Company. 
    Dates:
    27th July – Mid-Sept, 2017
  2. Exhibition Title: TBC
    Location: The Gallery at Munro House, Leeds.
    Work featured: Myself, and Bay Backner. There is also the possibility here to arrange some form of event around the opening night celebrating our work and how they combine together to send out a unified, strong message.
    Dates: 1st week of October, 2017

This is also a really great stepping stone and platform to engage readers and potential contributors with the magazine ahead of Issue 02. In addition, as I haven’t had time throughout the module to arrange my own exhibition, due to workload of the magazine itself and prioritising this, it will be great to be able to plan for, and to showcase my work at events in the near future, once the magazine has been printed and is finalised.

I also plan on working closely with Bay regarding the opening night of the exhibition held at Munro House, to have a collaborative event.

This is working toward objective:

4. To prototype a range of design work targeted at 18-24 year old women, highlighting impacts of cross-cultural beauty/fashion trends on self-perceptions and body image.

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