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Get SMART

It’s second semester in IMMT and we’ve hit the ground running in our new courses. Prior to last Friday, I understood the general concept of analytics and their relationship to Interactive Media, but had never taken the time to narrow in on specifics. I’m excited to dive deeper into this subject, not only because it seems interesting, but because it is absolutely essential to getting ahead in today’s increasingly digital environment.

Analytics is defined as ”the use of data to gain insights and make better decisions.” In the Interactive Media world, this data refers to user clicks, shares, views and other forms of measurable information in the digital space. These stats are crucial for knowing and understanding a business’ audience and target market- who they are and what they want. One example of this is the use of heat maps to determine where users click and how long they might stay on a certain page.

Once this valuable data is attained, it’s important to put it to use. This information can be taken a step further by creating better SEO and setting a company apart from its competitors. Analytics can also be used to create a strategic business plan, which largely involves the use of “SMART” goals. A SMART goal is a clever acronym used to refer to goals that are: 

Specific- The more focused and detailed, the easier it is to break down the goal into manageable steps.

Measurable- Use numbers to accurately determine success.

Achievable- What is the plan of action for attaining this?

Realistic- Are there any factors that will definitely prevent this from happening?

Time-bound- There needs to be a deadline!

An example of a SMART goal would be: “Within one year, our software service will have a 15% increase in subscribers, which is roughly 20 new institutions each month. We will achieve this by reaching out to more educational institutions in North America and abroad.”

This strategy makes objectives clearer and more focused, increasing the chances for success. It highlights the importance of measurement through numbers and data. I am eager to use this method in the future and learn more about how it plays into analytics. 

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Afternoon at the gladstone hotel cafe

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Planes, Brains & Wireframes = The Things Teamwork is Made Of

As we wrap up the first semester, there is finally time to take a breather and reflect on the outcome of all our hard work- both within our teams and individually. The team projects definitely came with their own challenges, but I have learned more on group dynamics and teamwork than I ever would have expected. In the aftermath of our final project, our pitch for a new-and-improved Royal Canin website, I’ve formulated a short list of advice for future group projects.

Know Yourself- This seems obvious, but with every new experience there is an opportunity to surprise oneself. Get to know how you tick, because it will make everything so much easier when planning a timeline for a project. Know what you like, and know what you can’t stand. Sometimes doing things you can’t stand is unavoidable, but learn how to manage it effectively. For example, some people may feel they need extra time to practice presenting so they can feel confident once the real presentation takes place. Other people may feel that presenting is one of their natural talents and don’t need to put aside as much time rehearsing. Either way, get to know how you work best and plan accordingly.

Get to know others- This was obviously a bit hard at the beginning, since my teammates were essentially strangers. You don’t want to be unfair by judging on first impressions, but I have to say, I wasn’t actually too far off. Knowing someone else allows for proper anticipation of how they might react to something or what role they are best suited to. Basically, having a good idea of someone’s personality and what makes them tick allows for better planning around group tasks and timelines. Not all personalities are going to mesh beautifully, but that doesn’t mean the project can’t succeed. At the end of the day, you really can’t control other people, but you can do the best with what you’re given.

Create clear and defined roles- When you are past the brainstorming and idea-formulating phase, the actual execution of the plan will work best when everyone has a specific job to do. Ideally, these specific roles will complement each team member’s interests and personality so they have the confidence to make it happen smoothly and effectively. For example, every team needs a leader for each project. Most of the time, there will be an unofficial, assumed leader who takes on these tasks. It is important, however, for these roles to be official so that there is no confusion.

Always allow for extra time- Do not think of the actual deadline as the deadline you want. Imagine the deadline is a day before, or however much time you think you’ll need, so that you’ll leave room for extra buffer time. This is basically how I’ve always worked, but this final project confirmed that this tactic is very important. Always leave room for the unexpected.

Keeping all of this in mind, I am eager to move forward towards the first steps in the collaborative and senior projects. The difficult part in which I’ve had to get my bearings has passed. Next semester I’ll have the lovely advantage of knowing my classmates’ strengths and weakness, and having a better understanding of my own.

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Grumpy Cat IS Amused: Instagram for Royal Canin

Royal Canin Canada has the potential to be leader in pet food quality, nutrition, and innovation. As part of its interactive makeover, the Royal Canin team is proposing a reboot of its Instagram account to supplement and enhance its overall brand strategy.

Instagram can be a bit tricky for certain brands, but with the right strategy and role models, an effective use of the platform is not out of reach. Here are four examples of brands who are doing right:

Sharpie: Sharpie uses its Instagram to promote the artwork of its users. All artwork is, of course, created from Sharpies. Not only is it entertaining and inspiring its fan base with impressive drawings, but its keeping it’s keeping its users directly engaged. [Business Insider] 

Levis: Levis in general does a great job of not only selling jeans, but a lifestyle. Its use of Instagram only enhances this strategy. According to the Instagram company itself, Levis was one of the first ever brands to use the platform, knowing they would be able to reach millions in their 18-34 demographic. Levi’s Instagram posts a combination of merchandise on its own and models living the good life. [Instagram Business] 

Burberry: Burberry turned heads with its “Art of the Trench” campaign, where the high-end fashion retailer promoted its new line of trench coats through Instagram. The strategy involved several Burberry-lovers’ submissions of selfies while sporting their trench coats, simultaneously promoting the new line and keeping its customers smiling. [Forbes]  

National Geographic: According to Mashable, National Geographic is the second most followed brand on Instagram. This isn’t entirely surprising, as their brand is already focused on powerful, engaging imagery. Following their Instagram is like getting snippets of their magazine several times a day. [Mashable] 

Taking all of this into account, we can start to get a sense of what does work. Right now, unfortunately, Royal Canin Canada’s Instagram has more working against it than for it. First and foremost, it is almost impossible to find! It is not linked anywhere on its website or Facebook page and does not appear in Google Search. One has to specifically look for it in the Instagram app on their phone. Secondly, it doesn’t make enough effort to engage the community or its followers. One good thing, however, is that it seems to understand the recipe behind a good photo and what people want to see- cute animals. The content is getting there, but it needs a structured social media strategy. Here is an outline of the pro, cons, and best practices for Instagram and how they can work for Royal Canin:

Pros: 

1. The ability to hashtag- think #catsofinstagram

2. It is a highly visual platform and makes use of “raw” photos- Natural, believable, and perfect for everyday expression

3. Enables RCC to engage directly with customers- Approachable!

4. Free and easy to use- Convenient!

5. Integrates well with Facebook (due to ownership)- more opportunities for sharing

6. Filters make it easy to enhance images

7. It's a very popular platform and is only seeing an increase in followers

Cons:

1. Many Royal Canin customers may not be on Instagram- Instagram caters to a slightly younger crowd on average

2. Constantly creating fresh content might be difficult

3. Limited space for comments and verbal interaction – mostly a visual platform

4. Linking is difficult

5. No option for repost/sharing of others’ content

6. Limited opportunities for editing posts

7. Aside from viewing images, the platform is used through smartphones and tablets. This could present some challenges again with older demographics.

7 best practices:

1. Always make photos aesthetically pleasing and consistent with the brand- there will be a minimal use of filters

2. Tell your story- Create a clear and consistent theme- cats, dogs, vets, breeders, and featured animals up for adoption

3. Post Consistently- Post photos often (at least one a day)- keep customers and followers engaged and inspired

4. Use visuals to reach target audience at an emotional level- people with their pets are heartwarming and great for marketing

5. Change perspective- Always use real people/pets instead of models- make the images authentic, and include submissions from customers

6. Integrate the Instagram feed with other social networks, such as Facebook and Twitter to increase viewership

7. Expand your audience- Take advantage of the opportunity to reach out to potential customers

Resources:

http://www.forbes.com/sites/kateharrison/2014/05/23/5-ways-to-use-instagram-to-promote-ecommerce/

http://www.businessinsider.com/these-20-brands-have-mastered-the-use-of-instagram-2013-1?op=1

https://business.instagram.com/

http://www.forbes.com/sites/marketshare/2012/11/05/even-more-brands-jumping-on-the-instagram-bandwagon/

http://www.forbes.com/sites/lydiadishman/2014/02/13/instagram-is-shaping-up-to-be-the-worlds-most-powerful-selling-tool/

http://mashable.com/2013/10/25/instagram-most-followed-brands/

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Adaptive or Responsive? The Age-Old Question

With only two weeks left in the first semester of IMM, there is still a lot to finalize and even more to reflect on. Among the preparation for final projects and wrapping everything up, I’m realizing just how much I’ve learned in the last three months. Some of it was expected, and some of it not so much.

One thing that has particularly surprised me in Development Tools I is the idea of responsive design vs. adaptive design. Before this semester, I knew vaguely that such a process existed- clearly, most websites these days choose not to show their mobile page as simply a tinier version of their desktop view. However, I had never noticed that there were two different ways to go about creating an optimal experience for mobile. I now understand that a navigation menu converting into a “hamburger” icon on a smartphone is not responsive, but adaptive because it takes on a new form. 

This concept really hit home we did our responsive page assignment on multiple screen sizes. I realized that a truly responsive design does not change the content, but moves it to a different place. In this particular case, the two columns that appeared on the desktop screen size were stacked vertically on the mobile screen in order to make the content legible and easy to navigate. 

Basically, going from this:

to this:

To summarize: Responsive design uses fluid grids to ensure that the same layout responds to different screen sizes. Through the use of media queries, it can detect the screen size in use and fit to it accordingly. Adaptive design, on the other hand, creates multiple layouts for different screen sizes. 

One last thing that surprised me is that, while coding is tough, it’s not as tough as I thought it would be. The idea of coding can sound intimidating, even to those who have dabbled in it, but I find it’s a lot like learning a language. We’ll see if I still feel that way after Development Tools II. 

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Connecting Creatives: The Power of Behance as Strategy

Behance.net, a portfolio-sharing site for creative professionals, is a great addition to any artist or designer’s social media strategy. The creative work featured varies from fine arts to UX Design to stage makeup.  More than simply a large online gallery, Behance is very much a social and career networking site. Users are able to set up their profiles as both a resume and a portfolio, and enjoy access to their page’s statistics and total views. Recently, the site has added a component for collaborative and team-based projects, where multiple people/co-workers can add to a project. There is also a job board section, although most of the opportunities posted are in New York and California. 

Much like favouriting or “liking” on other sites, viewers can appreciate a user’s project- literally, with the “appreciate” button located at the footer of each project. Behance users also have the opportunity to “follow” others and link their profile with more common social media platforms, such as Facebook, Twitter and LinkedIn. 

Despite these similarities to other social networking sites, Behance undoubtedly stands out as a unique platform. While it is very much a social network that connects professionals, it is clear that its primary focus is the content itself- images of striking, original creative work. User home pages are always set to feature quality work that is scouted out and selected by the Behance team. When I move through the site, I don’t feel like I’m on a typical social network with all the noise, ads, and passive aggressive status updates. It is unsurprisingly refreshing. 

This is because Behance knows that, unlike the standard social networking sites, it has a niche market and has done a great job responding to the needs of the creative workforce. Portfolio pages can come from established design agencies or young emerging artists. I find the site is beneficial to both types- for young professionals at the beginning of their careers, it is the perfect platform to showcase work. The navigation is sleek and simple, emphasizing the artwork. The platform as a whole is much more creative-focused than LinkedIn, but also more professional than other art sharing websites such as DeviantArt. 

For established artists and companies, the site offers the opportunity to extend their website. To give an example, I’ll reference Bruce Mau Design’s page- the Toronto design agency uses Behance to display work they might not have room for or otherwise is not on their main site. Perhaps even more importantly, Behance’s “appreciate” and following features naturally make the content interactive. Followers are notified whenever a new project is published on the Bruce Mau Design page. This allows them to be more approachable and thereby creates more followers and exposure. The agency also uses the space to post print material and job opportunities. 

And as an added bonus, there seem to be very few “haters” in the Behance comments section, unlike that of YouTube and so many other sites. Stellar visual content and nice, supportive replies? This place actually exists- go check it out. 

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The rainy day collection #tea #higginsandburke

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The Rise of the Phablet and Other Mobile Trends

The world’s consumers today are faced with more new technologies than ever before, and at a much more rapid pace. Increasingly, users are expecting their mobile screens to serve as more than simply smaller versions of their home desktop computer- through responsive and adaptive design, mobile sites can take on their own unique form that suits the needs of the screen size and people on the go. 

An article from The Guardian calls these people the “always-on consumers” who prefer knowing they can access the internet “anytime and anywhere." This is an important trend because it shows how web access on demand is becoming increasingly entwined with our daily lives, and therefore “the norm.” As I briefly touched upon before, this in turn also effects how mobile technology is designed. User experience practices have started to focus on simpler, cleaner designs for both mobile and desktop. 

As we see a rise in mobile use, we are also dealing with an emergence of larger screened mobile phones, or “phablets,” such as the iPhone 6 Plus. As a side note, when I first read the term “phablet” in an article, I assumed it was a word that author made up as a joke- hybrid words like this are few and far between nowadays, whether it be a spork or a cronut. Alas, it actually seems to be the proper term for these things and I don’t know whether to laugh or cry.

Anyway, “Phablets”, or gadgets that identify as somewhere between a smartphone and a tablet, have been increasing in popularity in North America over the past year, following their popularity in East Asia. This trend has caused a bit of confusion for skeptics, especially after over a decade of what seemed like global demand for smaller and smaller phones. Why do so many consumers suddenly have the desire to size up? The larger screen undoubtedly appeals to gamers, but maybe the main reason some people like it is simply because it offers the best of both worlds- the pristine, well-sized display of a tablet that can also fit into a jacket pocket.

To be honest, I kind of want a phablet even though it has a stupid name. I like the idea of a larger screen, and it has nothing to do with vision problems. If I’m like my parents, I still have until my early thirties before I’ll need glasses. Not only am I using my smartphone to access the web, I’m also using it as my main camera, which I think is true for many. And with increased use of my web access away from the computer, I like looking into a larger screen.

Although not everyone is on board with this trend, it poses important questions for the near future of smartphones. What could all this fuss over mobile be leading to? Right now it looks like wearable technology will be a natural continuation of today’s portable screens, but that’s a topic for another day. 

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Thank you Tumblr for adding me to this club.

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Putting Your Best Self Forward with Social Media

Developing a personal brand is an important component of establishing yourself in the Interactive Media industry. With all the information out there, it can be confusing and daunting to know how to best go about it. This is especially true for individuals who are hesitant to put themselves out there, especially if they equate a large social media presence with self-absorption. In their book Branding Yourself: How to Use Social Media to Invent or Reinvent Yourself, authors Erik Deckers and Kyle Lacy make an important distinction between self-promotion and narcissism. Self-promotion is highlighting your skills and achievements in way that shows you can give value to others. Narcissism on the other hand, presents an expectation that the world owes you something.

Taking all of this into account, how do we choose between the countless social media platforms out there to portray the best “Unified Self”? Several sites offer a list of Best Practices, most of which are intended for businesses, but can be applied to personal brands as well. The three social networking sites I would choose for my individual brand promotion would be Facebook, Instagram, and LinkedIn.

[ Facebook ] 

The big advantage of Facebook is that many people are on it, including those who don't feel like they "social media people." This alone makes it successful in reaching a wide audience. Mashable.com has a list of its best practices for brands:

Embrace Images:  People are very responsive to images and using them on Facebook can help engage with friends.

Make the Most of Your Cover Photo:  The cover photo is a great opportunity for personal expression and can really give followers/customers/friends a sense of your style.

Highlight Your Best Posts:  The highlight feature on Facebook is a handy tool to promote successful and engaging posts. 

Emphasize Milestones:  Another of Facebook’s timeline features is the life milestones, intended to promote major changes such as a new job or a move. Documenting significant events is an easy way to attract attention to your page.

[ Instagram ] 

One of Instagram’s strengths is its relative simplicity in comparison to the cacophony of Facebook and Twitter. Users can “like” and comment, but that’s the extent- the main focus is on the images themselves. The platform's minimal amount of noise is refreshing and allows it to work well as a mobile app. Its focus on visuals allows the user to maintain strict control over their visual brand and what their followers see. Some best practices for Instagram…

Share Compelling Content: Instagram’s filter options allow even mediocre photographers to create visually stunning photos. 

Tell Your Story: Instagram is first and foremost a mobile application, functioning primarily on the user’s smartphone before their desktop. This allows the user to capture impromptu moments that may have been missed otherwise. 

Expand Your Audience: Instagram accounts can be linked with several other types of social media such as Facebook, Twitter, and Tumblr, creating the opportunity to reach a wider range of people. 

Post Consistently: The frequency of posts can vary depending on the person and brand, but it’s ideal for everyone to find a happy medium. Generally, you want to post consistently enough to keep viewers engaged and going more than a few weeks without posting is generally not ideal. At the same time, don’t overdo it- posting more than three times a day, especially if the images are not particularly special or engaging, can come off as annoying and needy and (gasp!) cause you to lose followers. 

[ LinkedIn ] 

Not surprisingly, LinkedIn presents the most professional image of the social networking sites because its entire point is to help users build and enhance their career.

Complete Your Profile:  This seems obvious, but it’s actually very common for people to leave sections blank. The more complete, the more credible. 

Connect to a Familiar Market:  Starting out and connecting with people on LinkedIn, especially as a young professional with little industry experience, can be overwhelming. 

Use LinkedIn to Follow Up:  Arguably one of the greatest advantages of this platform is the opportunity it gives to follow up with new acquaintances. 

Freely Give and Receive Recommendations: The entire point of LinkedIn is to stay connected with others professionally- your success depends on other people and vice versa. 

A final reminder: content is key. Social media is a way to communicate and emphasize skills and accomplishments, not create them out of thin air. Along the same lines of self-promotion vs. narcissism, make sure you have great things to offer others before expecting anything in return. Great work quality and a knack for personal branding can go a long way together. 

Resources:

Facebook:

http://mashable.com/2012/05/17/facebook-timeline-brand-tips/

https://www.facebook.com/help/405494409496261/

Instagram:

http://www.nptechforgood.com/2014/04/14/top-5-instagram- best-practices-for-nonprofits/

http://www.fourthsource.com/social-media/instagram-brands-best-practices-17446

http://blog.business.instagram.com/post/29441248656/instagram-best-practices-to-see-more-tips-and

 LinkedIn:

http://www.forbes.com/sites/kenkrogue/2012/06/29/27-linkedin-tips-linkedin-best-practices-for-entrepreneurs/

http://blog.hootsuite.com/linkedin-best-practices-brands/

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Zombie Walk Toronto Talks

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All Together Now: On Teamwork & Collaboration

Effective collaboration is a fundamental part of executing great ideas. Not only is teamwork unavoidable in today’s world, it is necessary for pushing creativity and innovation. Unfortunately, there is no scientific formula for great ideas, whether it’s from an individual or a group. In IMMT713, we’ve been discussing different approaches for a successful group dynamic.  

I have an excellent group for Interactive Media. We work together well, our personalities balance, and we have no problem when the roles are defined and there is a clear end game. Our biggest struggle, however, has been coming up ideas from scratch. A few weeks ago, we were sitting in the cafeteria in yet another team brainstorming session for our viral video project and we seemed to be getting nowhere. We all understood our objective, but the ideas just weren’t coming. The next day, oddly enough, I was reading an unrelated Forbes article, and this link popped up as recommended reading: Brainstorming Doesn't Work: Do This Instead

The author highlights a few things wrong with the traditional approach, including the dangers of being too polite- if a team member doesn't think an idea will work, it’s best that they make it clear from the beginning, rather than humor a bad idea so no one’s feelings get hurt. This is a tough one, since as a culture we tend to avoid conflict and are more sensitive than we’d like to admit. She also warns against encouraging wild ideas, large quantities of ideas, and combining different ideas together.

To clarify, the author does not actually think that brainstorming is pointless- she just thinks we're going about it all wrong. As I’m sure most people can relate to through similar experience, she states that all too often brainstorming sessions simply conclude with the idea of the most extroverted person in the group. Conveniently tying in with a previous class discussion, the author emphasizes the differences between introverts and extroverts and how, with traditional brainstorming sessions, a group is unknowingly disregarding the ideas of introverts, who tend to solve problems differently (alone.)

The article references a 1958 study at Yale University, which concluded that group collaboration works best when team members formulate ideas individually and then decide on an idea as a group. This allows everyone to form solid suggestions on their own time, and maximizes the potential of the team as a whole. Personally, I agree with this. I have found that my team has been more successful finding inspiration on our own than trying to force ideas together in a discussion. Admittedly, it’s not what I had expected in the beginning. I kept assuming an idea was inevitable- the more we sat and discussed, the closer we would be to coming up with something. However, over the last few weeks I’ve found that having an “aha!” moment while in a traditional group brainstorming session is a lot less likely than I had previously imagined. Discussion and collaboration are great when there is already a solid idea in place. However, coming up with ideas is very different from executing them. 

On that note, I will conclude with a list of some things I have found useful for team collaboration: 

Pinterest- It may sound odd, but the Pinterest platform has allowed us to organize ideas visually in a fairly informal setting, leaving us room to explore freely when we’re still in the early stages of a project. Our board is private so only the three of us can see it. 

Google Docs- For uploading anything we’ve written, such as outlines, and keeping them nice an organized. 

Email- Kind of a no-brainer, but it shouldn’t be left out. 

Trello- This is a great system executing group projects from start to finish. 

Happy idea hunting, and remember that there is more than one way to brainstorm!

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Display, Box Model, and Float: The Backbone of the Layout

Development Tools I has moved through an impressive amount of material in just six short weeks. Before beginning the class, my coding experience was limited to changing hex color codes in order to “personalize” blogs. At this point in the semester, I have already learned how to build a simple website from the ground up using different layout options, which provide a basis for solid visual design.

Before getting started with the details of layout declarations, I’ll go over the very basics of HTML and CSS. HTML stands for Hyper Text Markup Language and forms the skeleton of a website or, at its most basic, something that looks like this: 

This kind of appearance is usually only something you see if there is a problem with your Internet connection. Technically, all of the visual design (layout, colors, font sizes etc) can be added into the HTML page and end up displaying an up-to-date looking site. But what happens if I want the link at the bottom of the page to have the same exact style? I would have to manually put all of the same styles into that page of HTML, leading to potential errors, discrepancies and an overall tedious process.

This is where CSS comes in handy. From a development standpoint, CSS makes things much more efficient because it uses one page to control the styles of many pages of HTML. For example, instead of writing in the styles in every HTML page individually, I can simply attach each HTML page to the CSS and it will control the styles of each one. Understanding these fundamentals is key to a successful use of three different layout options- Display, the Box Model, and Float.

Display: As explained in learnlayout.com, the “display” attribute in CSS is very important for managing the design and organization of a site’s content. Without specifying the display, text would simply stretch from the far left corner to the far right, with no columns or sections. Usually this type of design is not ideal, seeing as it is more of an absence of design. This is corrected by using the display declaration.

The image below shows an example of CSS and how the display: block attribute is incorporated:

An important thing to note is the difference between “block” and “inline” elements. Block elements force a line return, whereas inline elements do not alter the paragraph. An example of an inline element would be a link or a “bold” setting for a certain word or phrase. Block level elements stretch all the way across the page unless the width is specified otherwise. In the example above, the container, column and navigation tab are all block level. Other types of display options include tables and lists. 

Box Model: The “Box Model” gets in name from functioning like boxes within boxes within yet more boxes, only on a website. Box shape aside, they work like Russian nesting dolls. In web design, it refers specifically to the main content and everything else surrounding it: borders, margins, and padding.

In the example above, the first box is H1, or Header 1. The words “This is a box” is the content and the beginning part of the box. The content is separated from the border by what is referred to as the padding. Without the padding, the words would begin at the upper left-hand corner of the pale green area. The darker green area is the border, which acts as the third layer of the box. The fourth and final layer is the margin, which is white and blends in with the background. Like the other box model elements, without the margin, the colorful area would start in the upper left-hand corner, with no separation from the edge of the screen. Below is the HTML for the Box Model example:

As you can see, the HTML is very simple and implies that the Box Model is executed in the CSS (shown in the next image.) Note that Header 1 and Header 2 both have specified pixels for the padding, border, and margins. Header 2 also has a fixed width, which is why it turns out to be shorter than Header 1. Since H1 has no fixed width, it stretches all the way to the right.

Float: The “float” option in CSS allows the intended block element to appear next to another block element, as opposed to forcing it to the next line. For example, using the syntax float: right under the “nav” section of the CSS (the parent element) will cause the navigation menu to appear alongside the main column, on the right-hand side. In Microsoft Word, it functions just like the “Text Wrap” option, where an image and text are allowed to appear side by side. Superman's page demonstrates the use of float, as the column (containing the image and text) and the navigation tab on the right are next to each other. 

The CSS would look something like this:

Overall, these three attributes demonstrate how HTML and CSS syntax correlate with print design and layouts we are used to seeing outside of digital media. Without the display and float properties and the Box Model concept, a webpage would have no logical structure. With proper use, they help execute professional, clean design. 

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David Brooks' "Gap Ecology" at Nuit Blanche Toronto

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Diversity in Interactive Media

In our last Interactive Industry class, we covered issues regarding equality in the workplace. This included disadvantages and barriers related to gender, visible minority status, age, and several others. Unfortunately, social stereotypes still exist in spite of recent progress in social equality. Based on the numbers, women and minorities are still underrepresented in the Interactive Media Industry. 

One aspect of research I find particularly interesting is that university and college students are becoming more diverse, but for some reason this diversity is not reflected in the workforce. It appears that something happens in between graduating and landing a job. The industry is falling behind universities and other training programs in terms of finding employees from diverse and uncommon backgrounds, with little explanation as to why. 

One possible reason could involve the significance of the “network” in these industries and their tendencies towards exclusion. A general example of this is the “old boy’s club,” a term used to describe an informal system where business relationships are conducted more like a fraternity. It is rooted in a time not so long ago when white men dominated the workforce, and most certainly any position of power. I have seen hints of this first-hand when I worked part-time in academia, and while it was subtle, it was definitely there. This can relate to any industry that continues to be overrepresented by certain groups because older employers appoint employees in which they might see a part of themselves in, perhaps not even fully aware of its negative consequences.  

Some could argue that people naturally have a tendency to reach out to those who are similar to them because they feel this is the safest option- when in doubt, go with the familiar. However, this tendency to play it safe ends up hurting companies and job-seekers alike. Canada is becoming more and more diverse, leading to a diverse audience. According to Statistics Canada, visible minorities will account for 20% of the population by 2017.  

These problems got me thinking about the importance of creating content for a diverse audience, overlapping with our development of personas in our Interactive Strategy course. User-centric content focuses on the person/user, not the ego of the organization. I believe companies have improved their advertising and marketing to cater towards more diverse audiences, but there is still much room for improvement. As part of a company, I would ensure there is sufficient research conducted on the needs and values of women and ethnic minorities. 

To clarify, there is a difference between catering towards a diverse audience and catering to everyone- no organization can cater towards every person on the planet. Embracing diversity is simply recognizing that your target customer can come from all walks of life. To stay ahead of the curve, companies must make a point to be reach out to all backgrounds and understand the specific needs of these users. 

By being inclusive towards all consumers, we can set the stage for a diverse workplace. On an individual level, I will remember not to be intimidated when entering the workforce, especially if I feel like I am the odd one out. Projecting confidence is a small gesture but has lasting effects on the bigger picture. Personally I have had a lot of experience with cultural diversity in both my education and the workforce. I grew up attending different international schools around the globe, which has given me a passion for travel and identifying as a "global citizen." I honestly find overly-homogeneous communities unsettling. Although that type of upbringing is uncommon, I find that my generation is more well-travelled and culturally aware than previous generations. I believe that although progress has been slow, we are making great strides towards diversity and over time we will see equality.

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Choosing a Career Lifestyle: Employee or Self-Employed?

As I try to map out the beginning of my career in Interactive Media, there are many things to consider besides the sector I will be working in. As discussed in our last Interactive Media Industry class, there are several possible types of work arrangements for industry professionals. Will I be an employee, self-employed, or even in charge of my own business? Each area comes with its own advantages and disadvantages, and it can be challenging to know at this point which direction to go in. Today we will weigh the pros and cons of all three.

  The Employee Route

Accepting an employee position at a company offers stability and the opportunity to be part of a team environment. Most professionals, not just in Interactive Media, find this type of employment most familiar. In terms of legalities, employees in Ontario are protected under provincial and federal employment acts called the Employment Standards Act and the Canada Labour Code, respectively. 

For better or worse, companies can be very brand focused and demand complete loyalty of their employees. This means no buying products from the competition, no matter how trivial the product is. Employees are often subject to clauses and non-disclosure agreements on trade secrets and, depending on their position within the company, have a limited say in company decisions.

  Freelancing

There are many perks to working as a freelancer- the opportunity to live and work where you want, set your own hours, and maintain an unmatched level of flexibility in your workday. Since individuals working for themselves are only operating under their legal name, registering the business is not required. Freelancers have a choice in the projects and companies they want to work with and are eligible to claim business expenses for items such as their computer and any required software.

As one can expect, the flip side of this lifestyle is unpredictability and lack of a steady paycheck. The job hunt is never really over, especially with shorter contracts. It can also be extremely isolating and lack the feeling of community one might get working for a company. Freelancing seems best suited for personalities who can handle change and instability and have set up a system that works for them.

My Own Business

Owning your own business can be incredibly rewarding and, even more so than freelance workers, offers the opportunity to be your own boss.

Creating a successful business, however, is very difficult to achieve. Even after obtaining a business license and getting the company off the ground, the owner is then faced with a new set of challenges. On top of the enormous responsibility of the company itself, business owners are held responsible for employees and their payroll, tax deductions and vacations, to name a few.

Taking all of this into consideration, my goal is to start out as a full-time employee within a company. At the moment I am not interested in freelancing, but that could easily change somewhere down the road when I feel I have enough experience.