What Are You Really Eating ?
by jlnuzum
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This work has been commented by 2 curator(s). Read the comments
Title
What Are You Really Eating ?
Headline
What Are You Really Eating ?
Concept author(s)
Jessica Nuzum
Concept author year(s) of birth
1992
Concept author(s) contribution
Came up with the idea, did all the filming and all the editing for the animation.
Concept author(s) Country
Australia
Friendly Competition
Competition category
Visual communication practice
Competition subcategory
moving
Competition field
academic
Competition subfield
student
Subfield description
University of Ballarat, Camp St Arts Academy, Bachelor of Visual Arts (Graphic Design/ Multimedia)
Check out the Food Democracy 2013 outlines of Memefest Friendly competition.
Description of idea
Describe your idea and concept of your work in relation to the festival outlines:
To respond to the theme of Food Democracy I created a short video designed to promote the fact that we have no idea what is really put into our food during production and therefore are oblivious to what we’re actually putting in our mouths.
What kind of communication approach do you use?
I have created a short film animation to be used as an ad on TV, online or in a supermarket and other high traffic places where people buy food or eat.
What are in your opinion concrete benefits to the society because of your communication?
I’m hoping to make people aware of some of the drugs, additives and GMO’s put into our food and make them think twice about what they buy and what they are putting in their mouths.
What did you personally learn from creating your submitted work?
I’ve learnt a lot about food democracy, mainly about the food industry and the things they put in our food. It was really interesting to uncover certain information but also quite disgusting to learn about some of the foods I consume and what could be in them.
Why is your work, GOOD communication WORK?
It is a good communication work because it engages the viewer and makes them feel like they are involved in the film and are the ones consuming this bad meal of drugs. Thereby creating a response from the viewer.
Where and how do you intent do implement your work?
I intend for my work to be displayed on TV at meal times as an ad or on a screen in a supermarket or food court, high traffic areas where people are buying food and eating. It does have music to go with the video but its not necessary to be able to hear it along with the video as long as it grabs people’s attention.
Did your intervention had an effect on other Media. If yes, describe the effect? (Has other media reported on it- how? Were you able to change other media with your work- how?)
N/A
Curators Comments
Shoaib Nabi
Simple, effective and thought provoking video. Well executed and can be part of a series for promotion purposes.
I agree with you that the animation engages the viewer and makes them feel like they are involved in the film and are the ones consuming this bad meal of drugs. Thereby creating a response from the viewer. Is there a way to measure this response? That is your challenge right there for you.
Your intentions are good but need to do some ground research - will TV channels run this? would supermarkets play them in the stores? Why would they?
I think you need to reach for venues that will bring this to your target audience and not mask the issue through bureaucratic censorships.
The merit is for the work you have created and how it engages its audience - worth looking at a series of such ads/promotions. Perhaps buying time on TV and time based publications is a thought.
Good luck Jessica.
Dr Zoë Sadokierski
This is a great little animation that makes a point quickly and without instilling a sense of guilt or shame in the viewer, which tends to put people off listening to a message. However, if shown in the wrong context, the message could easily be ignored or become irritating because people feel helpless to change behaviour patterns. At a supermarket, I'm not going to stop for even 37 seconds to watch a video on a screen and be moved enough to change my behaviour patterns (and how would the screen be placed in the supermarket? who would pay for this? how would the supermarket support this being installed, with high cost to them, when it potentially encourages people to not buy produce there?). I will feel frustrated and preached at ... how do I know which fish in this supermarket, right now, is not genetically modified? If I am here to shop and get out as quickly as possible, a slow message that requires me to reflect on my consumption patterns and find out additional information to change my behaviour is going to annoy me, and potentially desensitize me to the issue. This is the problem with advertising that makes us feel guilty ... "not another ad about starving children that I can do nothing about". At a food court, watching this as I eat something quickly, I'm not in the best mind frame to change behaviour patterns. Producing strong visual communication work, as you have done here, is pointless if you don't put it somewhere where people are in the right frame of mind to be receptive to the message you are trying to communicate. Think about how else you could get your communication to an audience who may be waiting for something, and receptive to a moment of informative entertainment – when we stand in line at the bank, or sit on a bus or train, or are otherwise slightly bored and open to suggestion but will not feel guilty about buying/eating the produce right now – these are times to communicate through visually engaging and thought provoking interventions. If you are capable of producing engaging work that can change behaviour, spend some time thinking about how you could put that work somewhere that will make a difference, not simply having an intervention in a place like a supermarket or grocery store that will reject it, or alienate potential audiences. Making the work is one thing, and you're doing that well, now think about how to realise it in the world.