Project 1: Analyzing Single Entities Presentation
Length: 8-10 minutes
Format: Powerpoint, Google Slides, Canva or Prezi
Due date: Throughout the semester. You will sign up to present during class
Point value: 10 points
Assignment Summary: You will select a single entity and examine their digital presence in order to analyze how they brand their identity by using public (and optionally personal) discourse in three digital platforms. You will provide an overview and two examples per platform. Your presentation will conclude by sharing three elements/choices/practices the entity excels at and three areas for improvement.
Format: Powerpoint, Google Slides, Canva or Prezi
Due date: Throughout the semester. You will sign up to present during class
Point value: 10 points
Assignment Summary: You will select a single entity and examine their digital presence in order to analyze how they brand their identity by using public (and optionally personal) discourse in three digital platforms. You will provide an overview and two examples per platform. Your presentation will conclude by sharing three elements/choices/practices the entity excels at and three areas for improvement.
What do you mean by a “single entity”?
You have various possibilities for an entity to choose from:
- A person. It can be someone who has a strong public presence as an activist, intellectual, artist, athlete, entrepreneur, etc. It can alternatively be someone who does not have a substantial public presence or following, but whose output you find compelling. They should have a clear image they’re honing across at least three platforms. Perhaps they love cooking and curate their content around food or they are gifted humorists and their content revolves around wit and laughter.
- A company/business. Anything from your local record store to Disney (or Disney+!) to Patagonia to Gucci to Goodwill. Any entity out to make profits that is presenting itself to the world digitally in order to connect with current and potential customers and brand itself.
- An organization/non-profit. From the National Association for the Advancement of Colored People (NCAAP) to Greenpeace to Human Rights Campaign to small non-profits working in your community, this is not an entity that is out to make money but rather an entity that has some agenda for transformation they aim to see in the world.
- A creative work or sports team. Publications (one-time like a book or on-going like a magazine), TV shows, films, podcasts, albums, sports teams, and so on often promote themselves through various digital platforms. They should have at least three platforms they’re using to engage audiences (traditionally the goal for creative works and sports teams on digital spaces).
What do you mean by “public and personal”?
First, let me say that they are not mutually exclusive and that public and personal are often blended together, as I will discuss below. However, let’s differentiate them before we discuss cross pollination.
The public digital sphere tends to engage with topics that affect entire segments of society and they are often topics on which people take sides. Examples of public sphere topics include tackling identity issues such as race (#BlackLivesMatter) and gender (#MeToo). The public sphere also comprises environmental (#NoDAPL), political (#VotingMatters) national (#FreeHongKong), and global concerns (#COVID19).
The personal digital sphere tends to be about experiences and insight you would usually share with family and friends. Examples of personal topics include: relationships, friendships, hobbies, travel, spending time with others outside of work/activism, musings on media and art you consume, childhood recollections, etc.
Of course, you can use a childhood recollection (personal) to criticize homophobia (public) or discuss your favorite show (personal) to argue for the value of being vegetarian (public). In those cases, you are using the personal to make points about the public. Alternatively, you can use your #FamiliesBelongTogether protest experience to talk about how much you love and admire your best friend, the person who first introduced you to this movement. In that case, you’re using the public to share about the personal.
The public digital sphere tends to engage with topics that affect entire segments of society and they are often topics on which people take sides. Examples of public sphere topics include tackling identity issues such as race (#BlackLivesMatter) and gender (#MeToo). The public sphere also comprises environmental (#NoDAPL), political (#VotingMatters) national (#FreeHongKong), and global concerns (#COVID19).
The personal digital sphere tends to be about experiences and insight you would usually share with family and friends. Examples of personal topics include: relationships, friendships, hobbies, travel, spending time with others outside of work/activism, musings on media and art you consume, childhood recollections, etc.
Of course, you can use a childhood recollection (personal) to criticize homophobia (public) or discuss your favorite show (personal) to argue for the value of being vegetarian (public). In those cases, you are using the personal to make points about the public. Alternatively, you can use your #FamiliesBelongTogether protest experience to talk about how much you love and admire your best friend, the person who first introduced you to this movement. In that case, you’re using the public to share about the personal.
What do you mean by “digital platforms”?
Digital platforms are comprised of content that has been created to be consumed in online spaces. They fall into the following categories:
Social media accounts (Facebook, Instagram, Twitter, Snapchat, Reddit, LinkedIn, Pinterest, etc.).
Publications (personal/professional websites, online publications, blogs, Tumblr, newsletters).
Video content disseminated through YouTube, TikTok, Vimeo, etc.
Podcast and music content disseminated through Soundcloud, Buzzsprout, PodBean, Libsyn, etc.
Social media accounts (Facebook, Instagram, Twitter, Snapchat, Reddit, LinkedIn, Pinterest, etc.).
Publications (personal/professional websites, online publications, blogs, Tumblr, newsletters).
Video content disseminated through YouTube, TikTok, Vimeo, etc.
Podcast and music content disseminated through Soundcloud, Buzzsprout, PodBean, Libsyn, etc.
What do you mean by “overview of a digital platform”?
Once you choose the three platforms you want to use, you’ll want to answer the following questions about each one of them:
- What, as far as you can tell, is their goal by using this platform?
- What are three adjectives you would use to describe the brand they are creating for themselves and why?
- What topics do they tend to cover or champion?
- How often do they post original content and how often do they engage with the content of others?
What do you mean by “two examples per platform”?
After the overview for each platform, you’ll want to share two specific examples that the entity shared on that platform. It could be a tweet, a TikTok video, or a blog post. We won’t have time during the presentation to watch or listen to content, but please add an image of each example and tell us why you have selected it to represent what your entity is trying to accomplish within that platform. These can be examples that work particularly well or that seem like failed attempts at engaging with audiences.
NOTE: Please make sure that what you choose is not particularly violent or sexually explicit.
NOTE: Please make sure that what you choose is not particularly violent or sexually explicit.
What do you mean by “elements/choices/practices” that the entity excels at and could improve upon?
Based on your analysis, you’ll want to conclude by sharing with us what you think the entity is doing particularly well. This could be things like the high quality of the original photography they share, their prompt and enthusiastic response to those who comment on their content, or how clear their overall message is.
As with everything we do, there is always room for improvement. You’ll want to, then, also share with us what you think they could do differently. Perhaps they could post more often or they could be more cohesive in terms of the tone of their brand or they would benefit from working on a different platform, given what they are trying to accomplish.
As with everything we do, there is always room for improvement. You’ll want to, then, also share with us what you think they could do differently. Perhaps they could post more often or they could be more cohesive in terms of the tone of their brand or they would benefit from working on a different platform, given what they are trying to accomplish.
How will the presentation be evaluated?
I realize that for some of you speaking in public can be an unsettling experience but I want to give you the chance to bring your voice to the class. I don’t want you to feel nervous about the presentation, so the assignment is pass/fail. If you present and you follow the requirements above, you will receive full credit. I will email you if you fail, but as long as you follow the instructions, you will pass.
What if I still have questions?
Come to office hours, email me, talk to me before or after class.