Digital Media Principles

I began my creative journey at the University of Winchester for my MA in Digital Advertising, Marketing and Branding with the module of learning the key basics and core values of how to establish one’s own personal brand as a platform to build throughout the chosen pathway.

I made a rough summarization of what I aim to achieve from this course, where I see myself upon graduation and where I can improve my reputation from there. The intention is to work in the creation of digital content for social media, advertisement and digital marketing, utilising motion graphics and UX design in the process. It was also my intention to build a new website either by coding it or through using a more professional platform compared to Wix, where I created my former site.

I knew I wanted to diversify my skillset and try to conquer some of my inexperienced areas, such as 3D design and animation. I knew it would be useful to consider learning about the process of 3D printing too since I discovered how many organisations and brands have begun to use the medium to enhance consumer experience when promoting their assets.

During my first lecture on the module, we were introduced to Maslow’s Hierarchy of Needs is a hypothesis that consists of a five-tier system providing denotation and connotation of the requirements for an individual to grow and survive in a competing or challenging life pathway. Drawn up by American psychologist Abraham Maslow in the 1940s, the respective tiers are presented in the form of a pyramid diagram to symbolise one’s goal or life to grow through consideration and embracement of various elements.

Initially, the theory was conceived as a method of defining the requirements and level of importance that one needs to be aware of to live and ultimately grow in human life. For example, the basic system refers to how all individuals need physical requirements, such as food, water and rest, in order to live entirely and thus become the first priority in any person’s chosen life. Generally, the second tier covers the security to support mental wellbeing in order for the individual to be able to feel positive, comforted and strong-minded, which then enables them the position and reassurance to move forward and pursue the needs and desires they seek for themselves in life. These needs would typically be referred to as aids to help one’s health, as well elements to strengthen social life, such as clubs or groups of friends, or even the requirement of a job or duty to feel they stand for something and have a routine.

Today, this theory is a unique and constructive approach to measuring one’s own lifestyle and level of intake from each of the tiers; since the pyramid diagram generally represents a balanced position of how one’s life and goals should be positioned.

Having taken into consideration this theory as a whole and what each tier represents, I took it upon myself to craft my own set of principles using the pyramid template.

After careful consideration and restructuring from my original draft, I have re-worked my pyramid diagram, based on Abraham Maslow’s theory, into a framework that highlights the fundamentals I need to consider on my module and pathway if I am to succeed in having my self-brand represent a recruitable standard.

My initial rough draft on paper structured the principles more in a general sense; I wrote and based my brand along the lines of what it should ‘stand for’ and what areas I have already undertaken. However, I eventually came to the consideration that my diagram didn’t seem to show a ‘road’ of how I will build and achieve my potential. 

For example, the ‘food’ section originally highlighted the areas of social media, in which I pointed out how my brand was already taking advantage of social media assets, such as Twitter and Instagram, in order to bring about it’s name and reputation. While a valid point, I needed to think from a starting basis; what equipment or understanding do I need in order to begin this path and grow?, thus falling under the term ‘food’.

It made sense to me that for any creative individual, especially in the age of digital technologies in media, one needed the programmes and the learning, as well as practice, that comes with them to be able to begin and evolve in their desired field. I obviously have a mild proficiency with various programmes already, such as Photoshop, After Effects and Indesign, but it is important to also consider the fact of learning additional software to expand my horizons which will seek to offer further opportunities in the future.

The ‘safety’ section of the pyramid would refer to my option of seeking support and guidance if ever in a position of creative issues, lack of opportunity or building a team for a project. Originally I felt this section would cover my responsible and trustworthy angle, but then realised that area would be better fitted in the ‘handling’ section. Therefore, I immediately knew that my networking area took the position here since this guarantees a chance to work in the first place and motivates one’s practice further, building experience in the process. This naturally comes after the ability to utilise the programmes and is something I will certainly need in the transition from student to the profession, so will look take advantage of social media and events to grow this factor.

As I previously stated, I moved my responsibility and trustworthy nature, naturally required for all individuals in the workforce, is covered in the ‘handling’ section. Generally, this area of a hierarchy, by reference to the original theory drawn out by Maslow, covers the principles from an independent angle, whereupon one must make the choices in life from their own judgement having already the ‘food’ and ‘support’ to provide for them. I like any person knew that I had to highlight my trustable and committed attitude to work through my brand and thus show how I had a ‘hand’ on any duty and was able to maintain a product to the desired standard.