Semester 2: Objectives, Goals and POA

The below objectives and goals have been carried over from Semester 1, and will remain the same objectives which I am going to work towards throughout Semester 2.

Due to the types of research I plan on carrying out this semester, I believe that Objective 4 will change in regards to practical work, as I feel my research will inform this, and therefore have removed any specifics to allow for a clean slate to build from post-research and analysis of all work, and research to date. After looking quite broadly last semester, by narrowing and deepening my research this semester, I hope to have a very refined and direct final outcome which is relevant and in response to my research topic.

I also aim to work on Objective 5 post-research and post-interviews/meetings with Industry Professionals in both the UK and in Japan, to assess it’s viability before being produced/designed.

I have noted below each objective/goal research methodologies which will allow for these to be achieved.

Objectives and goals:

  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).

Questionnaire allowing for 18-24 year olds to complete the survey online, regardless of location (UK/Japan). I found this to be a good way of collating quantifiable data and analysing it, after finding it hard to connect with Japanese students in Japan (lack of contact information) and having little response back from HE Institutions in the UK. By having the questionnaire online also, it is possible to gain the trust of participants whilst also gaining a larger range of responses from a larger range of people, which may of been restricted via targeting Universities, for example.

I plan to keep this open to both males and females to gain different perspectives and comparative results, taking into account feedback from Semester. In addition to this, I plan on using my time in Japan (16th-23rd January 2017) to speak with Beauty Bloggers and Vogue, in order to understand this on a cross-cultural scale.

I plan on speaking with various other professionals to gain different perspectives, i.e. models and bodybuilders, whilst also speaking with like-minded creative practitioner, Toni Hollowood from CSM about her MA, similar research and practice.

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

I plan on speaking with ASOS to understand an Industry perspective on this topic, in relation to their Model Welfare Policy and Corporate/Social Responsibilities.  

I plan on speaking with Vogue in Japan, and hopefully in the UK also regarding other positive strategies which are promoted/used throughout their publications and digital content.

  1.  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.

See actions for Objective/Goal 1.

I also plan on speaking with professional international and national models, whilst speaking with beauty and/or fashion bloggers both in the UK and Japan. I have made contact already with bloggers in Japan ahead of my trip, and will now actively look for bloggers in the UK to contact also for comparable research.

  1. To prototype a range of design work targeted at 18-24 year old women, highlighting impacts of Social Media and Magazines on self-perceptions and body image.

I plan to carry out the main body of research for semester 2 prior to working on my practical work, as I believe that this semester will allow for the cross-cultural side of my research topic to be truly highlighted, and therefore visually used in context. I also feel I need to go to Japan and seek inspirations from their culture, galleries, products, advertising, etc, whilst taking into account research to date and upcoming interviews/meetings.

I do however have ideas which I would like to push and develop, however feel the key aim has to be to highlight the cross-cultural differences between the UK and Japan in relation to my research topic.

  1. To derive a National or International Policy for use within the Fashion and Beauty Industries, based on collated research, interviews and experiences throughout this project.

See actions for Objective/Goal 2.

In addition, I plan on carrying out all research prior to embarking on working soley towards this objective/goal. I have also recently been thinking critically whilst reflecting on the research/practical work done to date, that perhaps this is not the focus of my practice, but an interest which still needs to be explored and research in context. This leads me to note that, perhaps the practical-led work for this outcome should be as stated above, in Objective/Goal 4, opposed to a Policy Proposal. However, this will be discussed and considered further as my research unfolds, meetings are carried out and as interviews take place.

Semester 2: Research to-do

Before resuming research during Semester 2, I wanted to draw up a list of research-led actions which need to be taken to answer my research question, and meet my set objectives and goals going forwards.

  • London Research Trip – UK/Japan Comparisons (products, advertising, copywriting, models, etc), Interview with International Model and Meeting with CSM MA Fashion Communication Student/Art Director (Objective 3)
  • London Research Trip 2 – Meeting with ASOS (Objective 2, 3 and 5)
  • In-depth research on culture, makeup history and beauty in Japan in comparison to the UK
  • Japan Research Trip – UK/Japan Comparisons (products, advertising, copywriting, models, etc), Meeting with Beauty Bloggers and an International Publisher to gain different perspectives on my research topic
  • Interview analysis from Semester 1 & 2 (Objective 3)
  • Questionnaire for Public completion (UK & Japan) (Objective 1A/1B)
  • Policy – viability post-research analysis/meetings/interviews
  • Alternate Perspectives
  • Journals, Articles, Books
  • Visual/practice-led research (Objective 4)