Cybernetics

Through feedback we have the ability to conduct a conversation with the audience. This conversation acts as a parallel structure where the message is related back to the product/service at a later stage, allowing the audience to engage with it rather than being talked at.

An example of this is the 'Dumb Ways to Die' campaign for Metro Trains, aimed at children. The key component of the campaign is a YouTube video that appeals directly to the target audience through it's use of discourse. It's fun and humorous approach keeps the audience entertained and interested throughout, only mentioning the brand at the very last breath.

The video reached close to 40 million views in the first month alone. Acting as an ad platform, it's success led to the release of GIF's taken from the video to be reblogged on sites such as tumblr; amplifying the original message over a variety of sites and medias. As well as this there was also a microsite that allowed kids to pledge that they would always act safely around the train lines.

(2013). D&AD13. Hohenzollernring: Taschen. 97.
Harrison, S (2012). Changing the World Is the Only Fit Work for a Grown Man. Kent: AdWorld Press.

Panopticism

The major effect of the Panopticon is the act of constant surveillance; one figure is totally seen without ever seeing, whilst the other is constantly seeing without ever being seen. This means that the Panopticon is highly efficient as the subject becomes a principle of their own subjection.

As well as this Panopticism does the work of a naturalist as it allows them to gather data from the subjects, with the panopticon acting as a laboratory due to it's consistent environment to carry out experiments. 

Panopticism strengthens power as it can be exercised continuously in the very foundations of society in the subtlest way. According to Julius, the panoptic principle is particularly useful in a society made of private individuals of the state, as it heightens the influence of the state to its ever more profound intervention.  Furthermore Julius also claimed that rather than suppressing the individual, the panoptic principle allowed the individual to be carefully fabricated, socially conditioned to conform. 

Social media is an example for the exercise of power through surveillance as they collect your information and sell it on. Thus affecting your behaviour as an individual, as the advertisements which appear will relate directly to you, influencing any pending decisions you have yet to make. 

Evans, J & Hall, S (1999). Visual Culture: The Reader. London: SAGE Publications Ltd. p65-70.

Creative Rhetorics

According to Benaji et al (2006) there are nine rhetorics of creativity. 

• Creative genius 
• Democratic & political creativity
• Ubiquitous creativity
• Creativity for social good
• Creativity as economic imperative
• Play and creativity
• Creativity and cognition 
• The creative affordances of technology
• The creative classroom

It is evident that all of these apply to practice, but I have focussed in on creativity for social good as there are some excellent examples of this in the sporting industry alone. This rhetoric emerges largely from contemporary social democratic discourses of inclusion and multiculturalism. An example of this is footballs 'Kick It Out' campaign that was established in 1993 in order to put an end to racism and discrimination. It stresses the integration of communities and individuals who have become ‘socially excluded.’

Another example of this is the Anti- Homophobia 'Rainbow Laces' campaign, where Stonewall sent the rainbow laces to all 92 professional teams in England and 42 professional teams in Scotland alongside a billboard campaign around the UK. However, this campaign did come under fire from other anti-homophobia groups such as 'Football v Homophobia (FvH)' for, "Running a campaign aiming to change football culture whilst using language which reinforces the very stereotypes and caricatures that, in the long term, ensure that homophobia persists." - FvH

Magowan, A. (2013). Rainbow laces: Anti-homophobia group criticised by campaigners. Available: http://www.bbc.co.uk/sport/0/football/24149109. Last accessed 2nd Nov 2014.

Kick It Out. Available: http://www.kickitout.org/. Last accessed 2nd Nov 2014.

Banaji, S., Burn, A. and Buckingham, D. (2006) ‘The rhetorics of creativity: A review of the literature’ Creative Partnerships Arts Council England. Available: http://www.creative-partnerships.com/literaturereviews. Last accessed: 2nd Nov 2014.