Methodology: Draft#1

by raymanookian

Below is my initial attempt at the opening statement discussing my methodology. Having read it again, it is probably more relevant to the Introduction/Context section. But it has got me thinking with regards to why I am targeting certian attributes of these posters and orgainsations to test my arguments. More to follow:


The draft copy is as follows:


The first decade of the new millennium will be remembered for a wide-ranging series of extraordinary global events. The concept of a global community became a reality with the proliferation of the Internet. Globalisation was born, and with it the notion of being part of a truly global community. This new populace had more access and freedom of knowledge than ever before, and all at the end of their fingertips.  . . . . .  where it was knowledge and understanding of each other cultures and traditions would travel everywhere. A new demographic was born, the Internet generation or as they are sometimes called Generation Z1.

However, that was not entirely the case. What the first decade brought the world was a rapid growth of wealth, which was subsequently rocked to its foundations in the later part of the decade. A spectrum of environmental disasters both natural and man-made. Horrendous acts of terrorism on a scale never scene before which gave us the first war of the twenty first century – the ‘War on Terror’2, which of course, did not include all of the previous century’s ongoing conflicts.

All of which beamed into the homes of the world via 24-hour news streams, and together with proliferation of the Internet, onto computer screens and the abundance of smart technological devices. In fact, the first decade of the new millennium probably saw more change on a scale and in a manner not scene in any of the decades before.

With the playing field now changed forever, companies and organisations needed to find new ways to attract our attention. Many, if not all, found that the traditional methods of marketing were no longer effective, and therefore, irrelevant. The age of mass media brought a new type of consumer, a more shrewd and intelligent individual that was able to ignore the noise of the new global market all competing, for what Dr Michael Bloomfield of the London agency SignSalad describes as our ‘mental space’.


  1. Wikipedia. 16 August 2011
  2. BBC News 16 August 2011