Lexicon 8

KERNING

Adjusting the distance between individual letters in a font, not to all of the letters as a whole. The ability to adjust small details like letter spacing allows for maximized control over distribution of space within a piece.

EMPHASIS

Emphasis is the use of create an aspect of visual prominence, perhaps similar to a focal point. By creating an area of emphasis, whether it is in terms of the design or as a means to highlight important information, the creator is able to attract user attention to the intended point.

DESCENDER

A descender is the part of a letter than extends below its baseline, such as the tail in “y.”

VISUAL IMPACT

Visual impact is a marker of immediate affect a piece has on the viewer. This is the emotional response, both initial and extending into the future. Impact can be positive or negative but cannot be neutral.

CONSTRAINTS

When working for a client, a number of constraints can affect the outcome. These include deadlines, client opinions, company standards/style guides, budget, and available software.

Lexicon 7

 

intellectualproperty_mid

INTELLECTUAL PROPERTY

Intellectual property formally credits and protects the creator of outputs of the mind such as writings or conceptual inventions. A logo design would fall under this category. Ownership means others cannot steal the concept or use it for their own benefit. Proceeds and reference tie directly back to the originator. The concept is extremely important in economics as a means of behavioral incentivization. Protection encourages innovation and creation by guaranteeing benefit only to the owner.

MINIMALIST

Minimalism is the concept of eschewing what is not absolutely necessary. In the context of visual design, this means reducing the project to its most essential elements. A mainstream, contemporary example of minimalist aesthetics can be seen with Apple.

TRANSMEDIA

Transmedia refers to communications or narratives that occur across multiple media platforms. By engaging audiences on a number of intellectual modalities, participants are able to engage in the narrative to a greater extent. This is a useful tool in education as well. For example, telling a history narrative with a digital gaming component may be more memorable and interesting to students than the sole medium of a published boo. When people can interact with a project in multiple ways (reading the story, making choices in a game, seeing a graphic representation) they are more likely to retain.

BUCKLEY

Woof, woof. Good boy.

Personal Learning Environment

ple-scan

My personal learning environment is represented as sketches in a notebook. This medium is, in itself, a large part of my learning experience. In this instance I used a notebook that is primarily class notes because it represents my learning in the most traditional sense –  the left side of the page is notes from the Museum Education class. I wanted to integrate the assignment with my real class notes so they would become a part of my learning environment. The sketch/doodle format alludes to my note-taking method. By representing ideas visually I engage with them differently: listening, understanding, applying, translating to an image, writing, and drawing encompass a greater number of learning modalities.

I started with myself in the center as the core of my PLE. I then identified what I perceive to be the primary categories that influence my learning: Digital (laptop, cellphone), physical locations, literature or texts, experiences, and influential people (past teachers, and some of my personal hero-figures).

The digital section encompasses main applications, software, and websites that I use to learn and while learning. Digital fabrication software like Affinity designer, Sketchbook, and Wacom occupy a significant portion of my time. Sound plays a large role as I use music as a background or Soundrown to block out noises around me. Apps like Canvas, inClass, Reminders, and Google Drive allow me to stay organized and work on assignments while apps like Apple News and the podcast 99% invisible allow me to engage with topics of interest including design solutions and journalism.

Locations are the physical places where I learn most frequently; home, university, cafes, libraries, and museums. However, I think most of my explicit learning occurs in a digital environment.

Texts represent the author’s, books, or publications that have contributed to my intellectual composition the most. These are texts that I feel have changed the ways in which I think. The existentialism and absurdism of Sartre and Camus completely altered my mental landscape. The journalism from Hunter S. Thompson, the New Yorker, and the NYT actualized an understanding of the power of the written word. I’m increasingly interested in the manipulative power of text-based media and am generally in reverence of the eloquent. Authors like Sebastian Horsley, Anthony Bourdain, and Jonathan Franzen have become objects of that reverence and have changed the ways I engage with and appreciate literature.

Experience is always a source of implicit learning. In meeting new people I am exposed to new ideas and backgrounds while developing a greater sense of interpreting body language and social cues. Putting myself in new circumstances forces me to learn more about who I am and how I react to various situations and stimuli. By trying to always say “yes” to something new and by changing my environment I am able to avoid stagnation.

People have lent to my learning environment perhaps more strongly than any other category. I divided this into two sections: teachers and inspiration-figures. I’ve never had a bad teacher but I think three have changed the direction of my life to a large enough extent that it’s worth mentioning. Dr. Sela was my 11th grade philosophy and Latin roots teacher. My high school teachers were a rather generic bunch. Grey pants, blue button-ups, fresh faces, class syllabi downloaded straight from a textbook’s website. He was this eccentric old man with tweed suits and a pipe who would mow the school lawn with an old-fashioned reel push mower on his breaks. He started every class with meditation and yoga and was passionate about wine and ping pong. He was the first person I had ever met who wanted to engage in the topics I was interested in. At the time, I was obsessed with the Beats-generation writers and he had known Allen Ginsberg personally. As an impressionable kid, this was the epitome of cool. Dr. Sela was the first person to introduce me to philosophy and the first teacher to genuinely challenge me. In some sense, he taught me how to think and led me to a slew of undergraduate and graduate philosophy courses that lent significantly to my identity. If I could redo life an infinite number of times, I would take his class in every iteration.

Jocelyn Hoffman taught French for my middle and high school. In the same generic backdrop, she was a ball of fire. Covered in tattoos and with hot-pink hair, she was a roller derby veteran with an unconventional wardrobe. she taught me about individuality. To put it bluntly, she taught me that you can be an intellectual and a professional without having to follow all of the rules and that left a huge impression on me.

Eugene Korsunskiy directs the Design Initiatives program at the University of Vermont. He became a mentor during my time there and taught me design thinking and art of innovation. He opened up a whole new world for me with design thinking strategies that have come to shape how I approach designing my life every day.

The last portion of people listed are public figures that I have come to admire for their writing, the causes they represent, and the relatability they have offered me. For example, Eddie Huang, chef, writer, lawyer, and restaurateur, relates the first-generation Asian-American experience. He translates race, identity, and culture through food and helped me to understand and take pride in who I am; something I was once ashamed of. Growing up, food was an overhanging metaphor for my mixed identity with a Chinese immigrant father and a white, American mother. My lunchbox was a pb&j sandwich next to dried squid. But I went to an essentially all-white school and where dried squid was weird and, by association, I was the “other.” We had a teacher, Mr. Lee, who was purely Italian. I have no idea how he came into that last name but I realized that Lee, which was this blazing emblem of difference for me, didn’t have to be. I thought I could pretend to not be asian, because he wasn’t. I would beg my dad to eat “white people food,” to not speak Mandarin in public. But as I’ve grown older, people like Huang, Bourdain, and Questlove have shown me the importance of food as identity and the pride that lies within that. By reading Huang’s narrative of the same struggle in his life, I’ve been able to reach the same point of acceptance and pride that he did.

 

ArtCity Case Study & SWOC Analysis

final-pdf-merge-page-022ARTCITY

A Case Study and SWOC Analysis

Victoria Lee | Arts Marketing, Media, and Communications | Fall 2016

ArtCity is an art-driven and artist-serving startup in Eugene, Oregon. The organization seeks to generate “opportunities for artists of all disciplines to interact with creative peers, inspire professional growth, collaborate, engage the public, and participate in Eugene’s burgeoning creative community.” (ArtCity, 2016). The project was initiated in early 2016 by founder and local artist, Charly Swing. The organization is currently in its initial development phases. Some of what follows is based on expectations as large facets of the company (participant base, location, service) have yet to be fully developed. Expectations are grounded in assessing the current state of ArtCity and Swing’s vision its future.

ECONOMIC SCAN

Economic factors affecting an organization are numerous and form complex webs of interrelations. Here, these are broken down into several broad, primary categories. The economic scan considers income (earned, contributed, and government); present financial state, as there is no past to consider; and the general economic climate for arts organizations.

ArtCity currently has no significant source of income as the organization mostly exists within a state of ideation. Early-stage event programming consisting of “Drink & Draws” have been hosted, which encompass the entirety of earned income sources. Funds are raised by participant donation. Donations are also accepted through an online portal. Contributed, or in-kind, income makes up the largest portion of ArtCity’s resources. For example, space and art supplies for the Drink & Draw events were donated to the organization while marketing and branding development is being obtained through University of Oregon graduate student input. At this time, there is no source of government funding.

Following from the general overview of income sources, ArtCity does not have a notable present financial state. As far is what is apparent, costs and revenue exist essentially only nominally. There is no location, professional staff, marketing strategy, or programming to constitute expenditure and, similarly, no products or services to generate funds.

The general economic landscape for arts remains characterized by underfunding. The federal government has developed a notorious reputation for allocating only a small portion of non-defense spending to arts agencies, the groups that would likely fund a project like ArtCity. A 2016 study from Americans for the Arts reports that federal funding has fallen $19.5 million dollars to $148 million ($0.46 per capita) in the past six years. State funding has similarly decreased by $101.2 million over a 15 year period. In contrast, funding to local arts agencies has shown a consecutive five years of increase, rising $57.1 million in just the past year. This could mean both good and bad news for ArtCity. As a small startup, initial support is likely to come from the community and local arts agencies. However, as an organization with a vision for national expansion, the focus on only local agencies may prove problematic down the line.

 

DEMOGRAPHIC SCAN

The demographics of the greater Eugene area play a large role in defining ArtCity’s context. According to the United States Census Bureau (2015), Lane County is home to approximately 363,000 people, roughly half of which are female. The largest racial demographic is, by far, Caucasian (89.8%). 91.1% of the population has a high school degree with 28.2% having a bachelor’s or higher. The per capita income is quite low at only $24,720 with 18.4% of the population living in poverty.

Income might perhaps be the greatest demographic influence. For a membership fee ArtCity offers space and services that may be seen as essential. The organization targets artists who need help in reaching professional status. As such, this target audience is not likely to have a large disposable income as they aren’t in developed careers. Because Lane County already has such a low per capita income and artists, outside of architects, are often among the lowest paid in the U.S. workforce, ArtCity might struggle in reaching their demographic.

In a 2015 National Endowment for the Arts (2015) study, Oregon saw a higher level of arts participation in all fields considered the national average (see Table 1). Perhaps most significantly, Oregon had the third highest rate of adults actively engaged in creating artworks, only falling short to neighboring states, Washington and Idaho. This suggests that there may be a suitable economic base for ArtCity given its physical context.

Because the organization is new, there is no information regarding user demographics. Swing seeks to fill a gap in resources between those offered in art school and a lack thereof as artists enter the professional world. If intent matches actual function, participants are likely to be of 25+ age. According to the NEA (Vartanian, 2011), artists are most likely to be domestic and caucasian, which matches the composition of Lane County.

TABLE 1: A​rts Participation in Oregon

Type of Art Engagement

Oregon Rate of Participation (%)

National Average Rate of Participation (%)

Attend Visual, Performing Arts, or Movie Events

73.3

66.2

Attend Live Music, Theater, or Dance Performances

36.3

31.6

Attend Art Exhibits

27.2

18.7

Go to Movies

64.6

58.4

2

Visit Buildings, Neighborhoods, Parks, or other Sites for Historic/Design Value

36.6

27.4

Read Literature

59.5

43.1

Personally Perform or Create Artworks

59.9

45.1

State by State Estimates of Art Participation Rates (2012-2015) – arts.gov

CULTURAL SCAN

The general culture of the Board is collaborative. Because the organization is so new, the group of starting employees often wear many hats. They work on the basis of joint partnership and support throughout the organization, coming together to develop new programming and strategies.

The culture of the surrounding area is generally seen as arts-forward. Eugene is home to a thriving university community and many galleries, theaters, concert halls, independent artists, etc. As such, they are at the heart of a society that already has the framework in place to lend a participatory aspect to ArtCity. The organization also addresses a widespread cultural need of support for artists. In a time of decreasing funding and resources, ArtCity taps into a cultural landscape that is lacking in support. In this sense, they have the potential to be quite culturally relevant.

As a potential cultural detriment, arts participation in the U.S. does not occupy a significant portion of the nation’s time. In 2013, arts only contributed $40 million1 of the $2.5 trillion entertainment and leisure market. Arts are losing user-time to digital interfaces and consumer activities including electronics, television, social media, and video streaming (RKMA, 2016). ArtCity does not yet seem to be doing much to integrate the trend toward the digital. Their projected program base is largely analog involving the traditional arts and workshops. While Eugene may have a higher ratio of traditional artists than some other small cities, a company that is not tech-forward is in opposition to large-scale cultural trends.

The nonprofit arts sector contributes a greater sum but this is not considered part of the cultural context as ArtCity is a for-profit initiative.

 

SWOC ANALYSIS

Strengths

Weaknesses

Opportunities

Challenges

Cultural Products

– Developing a community of creativity, collaboration, and culture

– Addressing a need for shared workspace and professional development

– May not be applicable to all audiences
– Under- developed programming

– Lack of community engagement -Merging an artisan culture with “fine art”

– Creating a new artistic identity in Eugene
– Providing mentorship and development for new artist

– Making products accessible to a broad base of the community – Making products relevant in an area with other access to the arts

Pricing

– The only program thus far has been donation based (accessible to everyone)

– Memberships could be cost prohibitive

– Engaging in partnerships (in-kind contributions) to keep costs low

-Low cost of living compared to most artistic communities

– Identifying competitive pricing
– Generating a profit with something that may be seen as unessential

Place (Access)2

– If location is downtown, there will be a need.

– Expense
– If location is not downtown or easily reached by public transit

– Common meeting ground for collaboration and critique
– Meeting place between San Francisco and Seattle

– Eugene is a somewhat isolated area
– Smaller population than most artistic hubs

Promotional Efforts

– Engaging in partnerships to increase publicity

– Highly underdeveloped web presence
– Ineffective branding and promotional materials

– Collaboration with graphic/web designers

– Creating the desired aesthetic/percep tion of ArtCity through visuals

 No place or location exists for ArtCity. This section is based on a hypothetical situation.

 

REFERENCES

ArtCity. (2016). About us. Retrieved from ​http://www.artcityeugene.com.​

National Endowment for the Arts. (2015). [Map book: state by state estimates of art participation rates (2012-2015)]. ​Survey of Public Participation in the Arts. Retrieved from https://www.arts.gov/sites/default/files/map-book-sept-rev3-sept2016.pdf.

RKMA. (2016). The U.S. leisure market. ​Leisure business market research handbook. Retrieved from ​http://www.rkma.com/2015leisuresample.pdf.​

United States Census Bureau. (2015). Quick facts: Lane County, Oregon. Retrieved from http://www.census.gov/quickfacts/table/PST045215/41039

Vartanian, H. (2011). What does the U.S. arts community look like? The NEA sheds some light. Hyperallergic. Retrieved from ​http://hyperallergic.com/39376/nea-study-of-artist-wages/.​

5

Lexicon 6

SOCIAL PROPRIOCEPTION

Social Proprioception is our awareness of ourselves or our positions in relation to a larger social context. (I think). With a greater emergence and use of social media technologies we see a blurring of the lines between our personal and public lives. As a society, we have perhaps never been quite so aware of our social position and the lives of others. We are hyperaware of the lives and positions of everyone around us.

FEEDBACK LOOP

In a feedback loop, a system is used circularly. Either a part of or the entire output in a chain is then used to reenter the input stage, which then creates small changes that ripple throughout to output where the process begins again. In this situation you have a constant stream of feedback and reiteration.

DISSONANCE

Dissonance refers to the state of things not matching, a lack of cohesion, or incongruous notes. On a social level, technology creates dissonance in our identities. Who we are an who we project ourselves to be often do not aline. This creates a dissonance in our understanding of both ourselves and who our friends, aquantances, and contemporaries are.

COMPRESSION

Within the context of technology, compression make sme think of two things: the compression of data and the compression of our lives. In the former, processing power allows massive amounts of data to be compressed into tiny bits of very accessible information completely changing the way we think about and engage with the world. In teh compression of our lives, technology and social media is, in some sense, a limiting form of expression. Complex emotions are compressed into 140 characters.

GRAPHIC STANDARDS

Graphic standards are the rules surrounding a brand’s logo and graphic presence. It includes standards for how the logo is to be used, colors, fonts, required margins, types of acceptable applications, etc. These are used to allow for consistency and cohesion throughout the entire brand regardless to whom is doing the application.

Lexicon 5

STRATEGIC PLANNING

Creating a developed and well-thought out method to achieve a goal. This involves understanding the nature of the objectives, the various contexts affecting it, and variables, trajectories, or obstacles likely to be seen. In the realm of marketing this might mean having a long term vision for a brand or social impression of a company and developing a method to achieve it.

CUSTOMER RELATIONSHIP MANAGEMENT

By managing customers’ relationships to the organization, the company can better understand customers’ motivations, needs, dislikes, and uses. By having a better understanding of the customer, the organization can target more specific programs or marketing while gaining a better understanding of their context as a business. Empathizing with customers whether through qualitative or quantitative data allows for benefits of the relationship to be maximized.

SOCIAL IMPACT/CONSEQUENCE

New technologies often irrevocably change the social landscape. The ways in which we communicate, think, and understand the world and ourselves goes through a number of iterations as new forms of media are developed. Understanding the social implications is a grey area because we are in the heart of rapid change.

NARCISSISM

It is sometimes thought that the widespread emergence of social media technologies lead to a narcissistic generation; one determined to share all aspects of their lives with the mindset that there will always be an audience that cares

Lexicon 3

SIGNATURE

A signature is a printing template of sorts that can come in a number of iterations from four page print jobs to 32 page prints. Signatures allow printing on both sides of the same sheet, to be folded in pamphlets, brochures, or booklets. This is a useful tool for planning ahead and maximizing budget as it allows for multiple pages to be printed with one ink set up and paper stock.

HICKEY PICKER

Hickeys are pieces of detritus stuck to the printing template. This could be bits of fiber, paper, dust, etc. that would compromise the quality of a print job. A hickey picker is a tool used to remove hickeys. A hickey picker roller is another tool to maximize efficiency in removing hickeys.

DPI

DPI stands for dots per inch. This is a term that refers to resolution in print as PPI (pixels per inch) refers to on-screen resolution. DPI specifies the number of ink dots a printer is capable of placing within a one square-inch space. A higher DPI will result in a higher quality, more clearly defined project.

BLEED

Bleed refers to a document that has been printed with no white space in the margins. The digital format of the graphic extends beyond the margins. When printed, a larger sheet of paper is used, and the edges are trimmed down. These allows for seamless printing to the very edges of a page.