Professional Documents
Culture Documents
EMT203
Assessment 1
Brenton Hawken
11538282
You Are Not the Facebook User; You Are the Product
http://www.huffingtonpost.com/dragos-bratasanu/you-are-not-the-facebook-
user-you-are-the-product_b_7978104.html
This online blog, written by Dragos Bratasanu for the Huffington Post, examines
the relationship between the online social media conglomerate known as
Facebook, and its everyday users. Bratasanu argues that consumers are not
Facebook users, but rather the overall product. You think you are the Facebook
user but in fact you are the Facebook product. The company sells you: your data
and the advertising that you see (Bratasanu, 2015).
This argument aligns itself well with the nature of technology. It brings to light the
attachment Facebook has to its users, in order to be successful. As Naughton
explains technology invariably involves people and organisations as well as
machines (Naughton, 2004, p. 12). Given that people use machines such as
computers to access Facebook, which is an online social media organisation,
Naughtons point is clearly demonstrated by this relationship and Bratasanus
argument. Kimbell, Staples and Green further support Bratasanus statement by
presenting the idea that technology is essentially about satisfying human desires -
for comfort, for communication, for identity (Kimbell, Stables, & Green, 2002, p.
19). Facebook is used for comfort, communication and identity, this being the
reason why Bratasanu believes that you are not the Facebook user but the product.
Because you spend your life on social media instead of doing something that
matters, you are probably the best product to sell in the world (Bratasanu, 2015).
Facebook feeds off the comfort, communication and identity of its users. This
information is provided to Facebook for free via everyday people, developing
billions of products and distributing them worldwide.
Brenton Hawken 11538282 Due Date: Wednesday 19th August 2015
EMT203 Assessment 1 Technology, Design and Reflective Practice
Bratasanu raises a valid point in his online blog, as he attempts to highlight how
Facebook uses the information of its clients, to be successful. This can have a
great impact on the society. Many users are not aware of the impact that posting
and sharing information online can have. Information that is deemed to be private
such as photos, conversations and online purchases, are in fact now for the world
to see. Facebook uses this to their advantage. On the short run, Facebook is free
and it seems like fun. On the long run, it's a tragedy (Bratasanu, 2015).
PART B: What points could be raised about the issues and ideas shared in this
article, that could be discussed with future Year 7 or 8 Technology mandatory
classes?
Brenton Hawken 11538282 Due Date: Wednesday 19th August 2015
EMT203 Assessment 1 Technology, Design and Reflective Practice
BELIEF: Do the students believe they control who can see the information
that they display on their Facebook page? (Class discussion)
This article You Are Not the Facebook User; You Are the Product will help
students understand the impacts that new and emerging technologies can have on
society and the environment. Facebook is a relatively new concept (within the last
decade) that is constantly evolving to meet the demands of its users. If there is a
demand, a supply will match it. This developing phenomenon can have both
Brenton Hawken 11538282 Due Date: Wednesday 19th August 2015
EMT203 Assessment 1 Technology, Design and Reflective Practice
positive and negative impacts on the environment and society as a whole. It can be
used to ones advantage (promoting someones work or business) or can be used in
a dangerous manner (cyber bullying).
Activity: Have the class break up into smaller groups. Have each group create a
mind map of the positive and negative effects new innovative and emerging
technologies can have on society and the environment. Have each group present
their ideas and mind map to the class.
Then on the interactive Smart board, get students who are willing to participate to
search their name in the Google web search and images. See what comes up.
Where did that information come from (Facebook, school newsletter, local
newspaper)? Discuss
The success of this new technology ultimately comes down to how society
perceives and interacts with it, as the purchaser is the ultimate decision maker
(Kimbell, Stables, & Green, 2002, p. 20). Since developing its PlantBottle launch
in 2009, coke has distributed more than 35 billion bottles in nearly 40 countries
(Environmental Leader, 2015). Based upon this outstanding reception, this new
technology can be deemed as a success. It is clear that this change is satisfying the
desires of the consumers, as technology is essentially about satisfying human
desires- for comfort, for transport, for power, for communication, for identity
(Kimbell, Stables, & Green, 2002, p. 19). The mutual agreement and design
outcome between the company and its clients, demonstrates the clear relationship
between design, science, technology, society and the environment. The use of
design and science in a cohesive manner has produced a new technology, which
has a positive effect on both society and the environment. The Coca-Cola
Company estimates the use of PlantBottle packaging since launch has helped
save the equivalent annual emissions of more than 315,000 metric tons of carbon
dioxide (Environmental Leader, 2015).
Brenton Hawken 11538282 Due Date: Wednesday 19th August 2015
EMT203 Assessment 1 Technology, Design and Reflective Practice
PART B: What points could be raised about the issues and ideas shared in this
article, that could be discussed with a future Year 7 or 8 Technology mandatory
class?
BELIEF: Ask the students their opinions on whether they would still buy
Coca-Cola products, knowing that their packaging contains plant-based
materials? Why/why not? (Class discussion)
VALUES: What advantages and disadvantages are there for using this kind
of packaging. (Class discussion)
Activity: Have the class break up into pairs. Each pair will research and define
what each term (ethical, social, environmental and sustainability) means, to gain
an understanding of how and why they relate to design. Then each pair selects
some kind of new design project that they are interested in to research. Consider
the ethical, social, environmental and sustainability considerations related to their
project, providing examples. Each pair will design an A3 poster on their findings
and present this to the class. From this activity, student will learn to:
- Explain the responsibilities of designers as they will design a poster
- Identify ethical, social, environmental and sustainability considerations
relevant to each design project as they will have a sound understanding of
what each term means and how these concepts relate
- Be responsible and ethical in the decisions made in the development and
production of the poster they choose to design
- Demonstrate appropriate ethics and etiquette in relation to computer use
as they will be using computers to research their chosen topic
(Board of Studies NSW, 2003)
I believe this source would be effective in a year 7 and 8 Technology mandatory
classroom because it is appealing to their age/interests. It is something that most if
not all students would be aware of, as the Coca-Cola Company has its products
distributed across the globe. It is a resource that challenges students thinking.
Brenton Hawken 11538282 Due Date: Wednesday 19th August 2015
EMT203 Assessment 1 Technology, Design and Reflective Practice
PART A: Source 3: Digital article and Graphic
Evolution of the iPhone: Animation reveals exactly how the handset has
transformed from 2007 to the present
http://www.dailymail.co.uk/sciencetech/article-2918070/Evolution-iPhone-
Animation-reveals-exactly-handset-transformed-2007-now.html
This digital article written by Victoria Woollaston for the Daily Mail Australia
communicates and outlines the evolution of the Apple iPhone. The graphic
attached plots the design changes in the iPhone from the very first iPhone released
in 2007 known as the 2G, until the most recent development of the iPhone 6 plus.
This is a product that is constantly changing through its design and design process,
to meet the needs of its consumers.
This article relates to the concept of the nature of design and design process as it
focuses on the idea that design is an ever-changing and evolving process based
upon human achievement and technical prowess (Morrison & Twyford, 1994, p.
10). The iPhone is a perfect example of this as human achievement and technical
prowess is the main reason behind why this product continues to rapidly evolve.
To demonstrate the evolution of the iPhone, Designers have combined models of
each handset since 2007 to create a graphic that reveals the evolution of the
phones as they morph in front of your eyes (Woollaston, 2015).
The graphic is successful in depicting the nature of design and the design process
of the iPhone. McCormick explains, design can be considered in many ways and,
where it is very distinctly thought of as a process, it is depicted as involving a
number of steps (Mccormick, 2007, p. 169). The evolution of the iPhone is not
just a process, but rather the formation of a number of smaller steps to create this
change. It starts with a single design and as time progresses, the needs and
expectations of this design is outgrown. An activity that is primarily a design
activity does not necessarily start with a problem, but might start with a need
(Mccormick, 2007, p. 169). Apple continues to release a new iPhone that uses the
latest technology and best Apps available to out-do its predecessor. Over the past
eight years, Apple has released a total of ten iPhones (Woollaston, 2015), with
each new phone slightly changing in its design and the design process. Apple has
the ability to do this, as there is a demand from consumers. While the consumers
allow Apple to release an updated version of its products, the boundaries in which
the product can go has it limits as boundaries are defined by our human desires
(Kimbell, Stables, & Green, 2002, p. 20). Furthermore, this supports the concept
of the nature of design and design process as the different designs of the iPhone
are created to suit the customers needs.
Brenton Hawken 11538282 Due Date: Wednesday 19th August 2015
EMT203 Assessment 1 Technology, Design and Reflective Practice
PART B: What points could be raised about the issues and ideas shared in this
article, that could be discussed with a future Year 7 or 8 Technology mandatory
class?
VALUES: Does the iPhone affect the way we as a society interact with
each other? Or does it improve the way we interact? (Why/Why not)
ENVIRONMENT: What happens to the old iPhones society does not want
anymore? How do we dispose of them properly so it has the less impact on
the environment?
Brenton Hawken 11538282 Due Date: Wednesday 19th August 2015
EMT203 Assessment 1 Technology, Design and Reflective Practice
PART C: 4.5.2: Produces quality solutions that respond to identified needs and
opportunities in each design project.
This article will help students develop an understanding of the nature of design
and the design process. By looking at the graphic of the changing iPhone, students
can see how over time a product evolves to meet the demands of society.
Activity: Have the students design heir own version of the iPhone on a piece of
paper. They choose what their iPhone will look like, what features and Apps it will
have and what materials their iPhone will be made out of. They must research and
explain why they have chosen to equip their iPhone with certain features.
Complete a draft before designing your final copy. From this activity, student will
learn to:
- develop and apply action, time and budget plans to their iPhone project
- identify suitable materials, tools and techniques for their design project
- apply a design process that responds to needs and opportunities of their
project. Students will need to justify why their iPhone designs have certain
features and how this responds to the needs and opportunities of society.
(Board of Studies NSW, 2003)
This source would be effective in the year 7 and 8 Technology mandatory
classroom because it is appealing to their age and interests. The start of high
school is when students begin to become more independent, and students may
already have or be thinking about purchasing a mobile device. This article is
successful in showing students that as per the nature of design and design process,
technology will continue to evolve over time and may prompt them to think about
the different possibilities available to them.
Brenton Hawken 11538282 Due Date: Wednesday 19th August 2015
EMT203 Assessment 1 Technology, Design and Reflective Practice
Works Cited
Board of Studies NSW. (2003). Technology (Mandatory) Years 7-8. Sydney, NSW,
Australia: Board of Studies New South Wales.
Bratasanu, D. (2015, August 12). You Are Not the Facebook User; You Are the Product.
Retrieved August 13, 2015, from The Huffington Post:
http://www.huffingtonpost.com/dragos-bratasanu/you-are-not-the-facebook-user-
you-are-the-product_b_7978104.html
Environmental Leader. (2015, June 4). Coca-Cola Produces Worlds First 100% Plant-
Based PET Bottle. Retrieved August 14, 2015, from Environmental Leader:
Environmental and Energy Management News:
http://www.environmentalleader.com/2015/06/04/coca-cola-produces-worlds-
first-100-plant-based-pet-bottle/
Fleer, M., & Jane, B. (2004). The relationship between science and technology. In
Technology for children: research-based approaches (2 ed., pp. 79-100). Frenchs
Forest, NSW, Australia: Pearson Education.
Kimbell, R., Stables, K., & Green, R. (2002). The nature and purpose of Design and
Technology. In G. Owen-Jackson (Ed.), Teaching design and technology in secondary
schools : a reader (pp. 19-30). London, RoutledgeFalmer.
Morrison, J., & Twyford, J. (1994). The nature of design : the origin and purpose of
design. In Design: capability and awareness (pp. 10-15). Essex, Longman.
Naughton, J. (2004). What is 'Technology'? In F. Banks, Teaching technology (pp. 7-
12). London, Routledge.
Woollaston, V. (2015, January 20). Evolution of the iPhone: Animation reveals exactly
how the handset has transformed from 2007 to the present. Retrieved August 15,
2015, from Daily Mail Australia: http://www.dailymail.co.uk/sciencetech/article-
2918070/Evolution-iPhone-Animation-reveals-exactly-handset-transformed-2007-
now.html