Below is the link to access to my Statement of Intent.pdf
https://docs.google.com/open?id=0B1RDxqU9eEwockNOa0JkamxVMlU
Mindmap & Final Decision Making
Motive:
The motive of creating this awareness campaign is to see how audience are able to receive the message and what are their responses towards the message.
Aim:
The aim of choosing this topic is to raise awareness on meat consumption causes global warming to the public as the amount of meat intake is increasing. The public have to be told about the seriousness of this matter.
Mission / Message:
To educate them on how actually meat consumption can cause global warming and also health issue. Beside, this project is also to encourage them to reduce consuming meat in their eating habit in order to slow down the rate of climate change.
Delivery Platform:
This project is going to be an interactive website which allows users to interact with the content while they learn about the matter. It is an online website where users can access through internet and from any place, any time.
Technical specification:
In order to increase the mobility of the artefact (which means users are able to view it anytime and anywhere), I have decided to create the website using HTML5. As apple products users are not allow to view Flash image/website from their devices, therefore by using HTML5, it helps to wider the range of people that able to view it. It also helps to promote the website/ campaign.
Content:
This artefact will be showing the information about how different live stocks emit different kind of green house gases and how these gases can pollute the environment. It will be a narrative that explaining the process of meat production and the seriousness of the matter as the objective is to raise awareness on how actually meat consumption can cause global warming to the public.
Genre:
Therefore, it will be an education yet entertaining interactive website.
Target Audience:
this project will be targeting age group of (18-25 years old) Malaysians who are young adults that are exposed to many digital devices nowadays. From the research, I found that this age group of people actually consume more meat than the others in their eating pattern and therefore the need to educate these people are higher.
SWOT analysis on my final project topic
SWOT analysis on my final project topic (idea)
aim: reducing meat intake
STRENGTH
Benefits to the environment and health
Cutting down meat consumption benefits both the environment and also ordinary individuals. The entire meat production systems, ranging from the rearing of livestock to their sale, are processes which will release different types of unwanted gas which pollutes the earth. The greenhouse gas emissions vary depending on the quantity of chemical fertilizers, fuel and other production inputs used, differences in soil conditions and production systems, etc. implemented along the entire supply chain. However, research has shown that the rearing of livestock, particularly lambs, cows and pigs for the production of meat, milk and cheese, cause the highest level of greenhouse gas emissions. Moreover, consuming large quantities of beef and processed meats will also increase your exposure to toxins and will lead to many sorts of health problems, including heart diseases, cancer and obesity.
WEAKNESS
Responses from people to reducing meat consumption (Behaviour & Mentally)
Meat lovers will strongly reject the idea of reducing meat consumption. They are used to eating meat in every meal, and any reduction in consumption may have psychological effects of making meat lovers feel weak. This is because meat contains a central nervous stimulant chemical similar in makeup to caffeine called hypoxanthine. When people abruptly reduce intake of meat, they experience withdrawals in the form of weakness because they are no longer getting the stimulation that hypoxanthine was providing them through meat eating.
OPPORTUNITIES
Alleviating world hunger
Another possible benefit of reducing meat consumption is that it may actually help in alleviating the problem of malnutrition and world hunger. Animals convert plant protein and energy into meat protein and energy inefficiently; it takes 8 kg of grain, for instance, to produce 1kg of beef. This means that anyone who consumes large amounts of meat, pretty much the whole of the industrialised world, may be consuming disproportionate amounts of the world’s available nutrients
Protecting animal rights
Factory farms are sources of cruelty and waste on scales unimaginable to most of us. These facilities rely on commercial breeds of animals that gain weight quickly on unnatural diets of high-protein feeds. In these factory farms, animals live in crowded, stressful and often unhygienic conditions. Many of the world’s 17 billion chickens, for instance, each live in an area that is less than the size of a sheet of paper. Cattle in such farms often stand knee-high in their own waste. This may lead to the animal’s health problems and indirectly destroy the quality of meat as well. destroys the meats quality as well.
THREAT
Economics
With the reduction in meat eating, farmers or livestock owners have to decrease their growth of livestock in their farms, which will result in a significant decrease in income. Moreover, the country’s economic growth will be affected due to the low production and exportation of meat products from farms.
Conclusion:
It is hard to change a person's eating behaviour especially the meat lovers. It is impossible to completely change their eating lifestyle. Therefore, my challenge is to educate them the seriousness of eating meat that causes global warming rather than just persuading them to cut down meat intake. The most important is to make sure the audience are aware of it, then only advice them to make changes. On a side note, without convincing information or stories, I believe people and mostly the meat lovers would not want to change their eating habit.
aim: reducing meat intake
STRENGTH
Benefits to the environment and health
Cutting down meat consumption benefits both the environment and also ordinary individuals. The entire meat production systems, ranging from the rearing of livestock to their sale, are processes which will release different types of unwanted gas which pollutes the earth. The greenhouse gas emissions vary depending on the quantity of chemical fertilizers, fuel and other production inputs used, differences in soil conditions and production systems, etc. implemented along the entire supply chain. However, research has shown that the rearing of livestock, particularly lambs, cows and pigs for the production of meat, milk and cheese, cause the highest level of greenhouse gas emissions. Moreover, consuming large quantities of beef and processed meats will also increase your exposure to toxins and will lead to many sorts of health problems, including heart diseases, cancer and obesity.
WEAKNESS
Responses from people to reducing meat consumption (Behaviour & Mentally)
Meat lovers will strongly reject the idea of reducing meat consumption. They are used to eating meat in every meal, and any reduction in consumption may have psychological effects of making meat lovers feel weak. This is because meat contains a central nervous stimulant chemical similar in makeup to caffeine called hypoxanthine. When people abruptly reduce intake of meat, they experience withdrawals in the form of weakness because they are no longer getting the stimulation that hypoxanthine was providing them through meat eating.
OPPORTUNITIES
Alleviating world hunger
Another possible benefit of reducing meat consumption is that it may actually help in alleviating the problem of malnutrition and world hunger. Animals convert plant protein and energy into meat protein and energy inefficiently; it takes 8 kg of grain, for instance, to produce 1kg of beef. This means that anyone who consumes large amounts of meat, pretty much the whole of the industrialised world, may be consuming disproportionate amounts of the world’s available nutrients
Protecting animal rights
Factory farms are sources of cruelty and waste on scales unimaginable to most of us. These facilities rely on commercial breeds of animals that gain weight quickly on unnatural diets of high-protein feeds. In these factory farms, animals live in crowded, stressful and often unhygienic conditions. Many of the world’s 17 billion chickens, for instance, each live in an area that is less than the size of a sheet of paper. Cattle in such farms often stand knee-high in their own waste. This may lead to the animal’s health problems and indirectly destroy the quality of meat as well. destroys the meats quality as well.
THREAT
Economics
With the reduction in meat eating, farmers or livestock owners have to decrease their growth of livestock in their farms, which will result in a significant decrease in income. Moreover, the country’s economic growth will be affected due to the low production and exportation of meat products from farms.
Conclusion:
It is hard to change a person's eating behaviour especially the meat lovers. It is impossible to completely change their eating lifestyle. Therefore, my challenge is to educate them the seriousness of eating meat that causes global warming rather than just persuading them to cut down meat intake. The most important is to make sure the audience are aware of it, then only advice them to make changes. On a side note, without convincing information or stories, I believe people and mostly the meat lovers would not want to change their eating habit.
SWOT analysis II
I also did a swot analysis on existing reducing meat consumption to save the planet awareness campaigns. There are: Meat free Monday and Meat Less Monday.
SWOT analysis on
Meat Free Monday Campaign
http://www.meatfreemondays.com
from UK/EU, USA
Tagline: One day a week, you can make a world of difference
1) Devote at least one day a week to eating meat-free.
2) Promoting by using posters and menu
3) Asking people to promote and share the campaign
4) Provide food recipe
Both campaigns are using the same feature which is: provide meat free recipe and also allow users to upload their DIY recipe. This is an very interesting point to help audience to reduce meat intake but there is problem, they will probably get bored and don't even want to try it. Therefore, I think i first step is to attract and make sure they stick to the recipe, when they enjoy, they will share. I also think that these websites should make full use of social media websites such as Facebook, Twitter where nowadays people who are carrying smartphones like to take and upload pictures to these social networking websites to share with other people. They could have made a new feature where allows people to upload their pictures of the food and their feedbacks. Beside, Youtube is also a very useful tool to promote the websites / campaign, where users can record the process of making as a tutorial and upload to Youtube to share with other people.
The biggest threats for these two websites are the meat eaters, and those attractive food advertisements such as Mcdonald's, Burger King. People might just ignore the content of the website and they won't even want to try to change their eating habit.
Before they start changing their eating habit, they need to be informed and aware of the seriousness of matter and the effect. Therefore the purpose of me creating the awareness interactive website is to tell the public about the cause and effect and slowly advice and encourage them to change their eating lifestyle to help save the environment, instead of just asking them to reduce meat consumption.
SWOT analysis on
Meat Less Monday Campaign
http://www.meatlessmonday.com/history/
non-profit initiative of The Monday Campaigns,in association with the Johns Hopkins’ Bloomberg School of Public Health.
Goal: help you reduce your meat consumption by 15% in order to improve your personal health and the health of the planet.
1) provide the information and recipes you need to start each week with healthy, environmentally friendly meat-free alternatives.
How they Promote?
1) monday in the media
2) blogger for board
3) Restaurant
4) schools
1. Meat Free Mo
nday Campaign
http://www.meatlessmonday.com/history/
non-profit initiative of The Monday Campaigns,in association with the Johns Hopkins’ Bloomberg School of Public Health.
Goal: help you reduce your meat consumption by 15% in order to improve your personal health and the health of the planet.
1) provide the information and recipes you need to start each week with healthy, environmentally friendly meat-free alternatives.
How they Promote?
1) monday in the media
2) blogger for board
3) Restaurant
4) schools
1. Meat Free Mo
nday Campaign
Meat Free Monday Campaign
http://www.meatfreemondays.com
from UK/EU, USA
Tagline: One day a week, you can make a world of difference
1) Devote at least one day a week to eating meat-free.
2) Promoting by using posters and menu
3) Asking people to promote and share the campaign
4) Provide food recipe
Both campaigns are using the same feature which is: provide meat free recipe and also allow users to upload their DIY recipe. This is an very interesting point to help audience to reduce meat intake but there is problem, they will probably get bored and don't even want to try it. Therefore, I think i first step is to attract and make sure they stick to the recipe, when they enjoy, they will share. I also think that these websites should make full use of social media websites such as Facebook, Twitter where nowadays people who are carrying smartphones like to take and upload pictures to these social networking websites to share with other people. They could have made a new feature where allows people to upload their pictures of the food and their feedbacks. Beside, Youtube is also a very useful tool to promote the websites / campaign, where users can record the process of making as a tutorial and upload to Youtube to share with other people.
The biggest threats for these two websites are the meat eaters, and those attractive food advertisements such as Mcdonald's, Burger King. People might just ignore the content of the website and they won't even want to try to change their eating habit.
Before they start changing their eating habit, they need to be informed and aware of the seriousness of matter and the effect. Therefore the purpose of me creating the awareness interactive website is to tell the public about the cause and effect and slowly advice and encourage them to change their eating lifestyle to help save the environment, instead of just asking them to reduce meat consumption.
Working Timeline
I have roughly planned a working timeline in order for me to follow and carry on with the works later on for this Semester. There will be 14 weeks in this semester and contains 2 assignments. The assignment due date is on the last week of semester (week 14). Starts from week 7 until week 11, I will be researching and planning on the content of my final project.
Interactivity & Interactions
This book talks about interactions and memory. How to use interactions to increase memory span.
Book: Benyon, Turner & Turner 2005 - Designing Interactive
Systems
" The first and perhaps the oldest theory is decay
theory which argues that memory simply fades with time, a point which is
particularly relevant to working memory which maintains memories for only 30
sec or so without rehearsal.."
-pg 359
" Another account is displacement theory which account
for forgetting from working memory." - pg 359
======================================================================
There is this research done by SMART Technologies Inc which
talks about Interactive Whiteboards and Learning, how it improves student
learning outcomes. This interactive
whiteboard is a touch-sensitive screen that works in conjunction with a
computer and a projector.
This interactive whiteboard applies three learning theories
which are Constructivism, Active Learning and Whole-Class teaching. These
theories show the understanding that student engagement is crucial to learning
and as a growing collection of international research proves, interactive
whiteboards promote student engagement.
The research also mentioned that the interactive whiteboards
managed to increase motivation and enthusiasm of students to learn something.
This shows that compared to static whiteboard which using chalks or markers,
interactive whiteboard is more engaging, and it encourages students to learn
hence it benefits the learning outcome. This also shows that interactivity or
interactions can provide motivation and focus.
Besides, the research also mentioned that there are
different types of learners which are visual learners, kinesthetic and tactile
learners, deaf and hearing impaired learning, visually impaired learners. For
example, kinesthetic and tactile learners are usually more visual and auditory
in nature. They are able to reinforce learning through exercises involving
touch, movement and space on an interactive board.
One of the review and understand of interactive whiteboards
is:
Lesson are more memorable because students are more engages
and motivated. Students are able to focus more on the learning moment rather
than on worrying about capturing everything through note taking.
Beside from the observation from the US on interactive
whiteboards, it mentioned that interactive whiteboards help to improve
student's ability to retain and recall the information, while observation from
the UK said that, interactive whiteboards are also easier to understand
compared to a traditional whiteboard.
I find this research is important and helpful to my final project because it helps me to understand that how interactivity/interactions benefit and enhance learning outcome compared to a static and tradition. It also helps me to understand that how interactivity actually helps to improve one's ability to retain the information. These can be applied to my final project later as my aim is to raise awareness on meat consumption causes global warming, my objective is to explain and tell the audience how is it happening. After they learn, I hope they would remember the information (message) and change their behaviours (reduce meat intake). I also realised that using interactive media will help in explaining or educating people.
I find this research is important and helpful to my final project because it helps me to understand that how interactivity/interactions benefit and enhance learning outcome compared to a static and tradition. It also helps me to understand that how interactivity actually helps to improve one's ability to retain the information. These can be applied to my final project later as my aim is to raise awareness on meat consumption causes global warming, my objective is to explain and tell the audience how is it happening. After they learn, I hope they would remember the information (message) and change their behaviours (reduce meat intake). I also realised that using interactive media will help in explaining or educating people.
Interactivity & Interactions
Memory
Book: Benyon, Turner & Turner 2005 - Designing Interactive Systems
======================================================================
There is this research done by SMART Technologies Inc which talks about Interactive Whiteboards and Learning, how it improves student learning outcomes. This interactive whiteboard is a touch-sensitive screen that works in conjunction with a computer and a projector.
This interactive whiteboard applies three learning theories which are Constructivism, Active Learning and Whole-Class teaching. These theories show the understanding that student engagement is crucial to learning and as a growing collection of international research proves, interactive whiteboards promote student engagement.
The research also mentioned that the interactive whiteboards managed to increase motivation and enthusiasm of students to learn something. This shows that compared to static whiteboard which using chalks or markers, interactive whiteboard is more engaging, and it encourages students to learn hence it benefits the learning outcome. This also shows that interactivity or interactions can provide motivation and focus.
Besides, the research also mentioned that there are different types of learners which are visual learners, kinesthetic and tactile learners, deaf and hearing impaired learning, visually impaired learners. For example, kinesthetic and tactile learners are usually more visual and auditory in nature. They are able to reinforce learning through exercises involving touch, movement and space on an interactive board.
One of the review and understand of interactive whiteboards is:
Lesson are more memorable because students are more engages and motivated. Students are able to focus more on the learning moment rather than on worrying about capturing everything through note taking.
Beside from the observation from the US on interactive whiteboards, it mentioned that interactive whiteboards help to improve student's ability to retain and recall the information, while observation from the UK said that, interactive whiteboards are also easier to understand compared to a traditional whiteboard.
Book: Benyon, Turner & Turner 2005 - Designing Interactive Systems
" The first and perhaps the oldest theory is decay theory which argues that memory simply fades with time, a point which is particularly relevant to working memory which maintains memories for only 30 sec or so without rehearsal.." -pg 359
" Another account is displacement theory which account for forgetting from working memory." - pg 359
======================================================================
There is this research done by SMART Technologies Inc which talks about Interactive Whiteboards and Learning, how it improves student learning outcomes. This interactive whiteboard is a touch-sensitive screen that works in conjunction with a computer and a projector.
This interactive whiteboard applies three learning theories which are Constructivism, Active Learning and Whole-Class teaching. These theories show the understanding that student engagement is crucial to learning and as a growing collection of international research proves, interactive whiteboards promote student engagement.
The research also mentioned that the interactive whiteboards managed to increase motivation and enthusiasm of students to learn something. This shows that compared to static whiteboard which using chalks or markers, interactive whiteboard is more engaging, and it encourages students to learn hence it benefits the learning outcome. This also shows that interactivity or interactions can provide motivation and focus.
Besides, the research also mentioned that there are different types of learners which are visual learners, kinesthetic and tactile learners, deaf and hearing impaired learning, visually impaired learners. For example, kinesthetic and tactile learners are usually more visual and auditory in nature. They are able to reinforce learning through exercises involving touch, movement and space on an interactive board.
One of the review and understand of interactive whiteboards is:
Lesson are more memorable because students are more engages and motivated. Students are able to focus more on the learning moment rather than on worrying about capturing everything through note taking.
Beside from the observation from the US on interactive whiteboards, it mentioned that interactive whiteboards help to improve student's ability to retain and recall the information, while observation from the UK said that, interactive whiteboards are also easier to understand compared to a traditional whiteboard.
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