I’m admittedly behind on posting to my blog about the work I have done for this class, but wanted to at least get my advertisement up because I’m feeling decent about it. I’ll get caught up on everything else this weekend. Lot’s to report.
I’ve been working with the idea of creating a game, platform, or worksheet through which participants can develop their own paradigm shifting ideas, or at least explore the factors that lead to historic ones. For our first assignment, this manifest itself as a stencil for drawing the Kuhn cycle on large surfaces and a worksheet for use in more confined spaces. All decidedly low tech, with the exception of the laser cutter I used to make the stencil.
Being that this class is taught at ITP, my thinking has naturally evolved into this project taking it most compelling form as a web application, in which a user can plug in different concepts that they want to explore to discover or create paradigm shifting ideas. I still need to work out the design of the application, but in anticipation (and because I had to for this assignment) I created an ad to help acquire users. A bit backwards, I know, but it this exercise helped congeal some of the language I will be using in the app.
I decided to make the ad for Facebook, because Facebook and Google are the two premier ad platforms these days and the easiest ways to reach an audience. I created this planning doc to organize my thoughts.
Before creating an ad on Facebook, it’s a good idea to create a page on the platform to link the ad to. So that’s what I did. The page is called Shifting Paradigms and can be found here. Because @shiftingparadigms was taken I opted for @shiftingparadigmz as my URL extension. Close enough…
The “Learn More” button above links to a face URL newparadigm.info, which is already taken by some shady looking “systems integration business.” I’ll have to get back to that with a real URL.
Ultimately, I want to attract change makers, or at least an audience that is prone to think about ways of changing the status quo. To reach them, I target the following characteristics:
Gender: Male & Female
Location: US, UK, CA, AU
Male and Female are the only gender options Facebook provides for advertisers, so I was stuck with those. I chose 18-40 year olds because I thought these groups would be most likely to respond to an ad/product like this. I’m targeting exclusively english-speaking countries because the ad and platform are in english.
Things get interesting with detail targeting:
- Arts, Entertainment, Sports, Media
- Community and Social Services
- Government Employees
- Life, Physical, and Social Science
- Community Issues
- Radical change
I chose people who work in art, entertainment, community and social services, government because I assume those groups will respond most readily to my message. The life, physical, and social science target stems from the history of the Kuhn Cycle and Thomas Kuhns early thoughts on paradigm shifts, which largely revolved around scientific breakthroughs and philosophy.
For interests, I chose advertising because I believe people who are interested in advertising in abstract are interested in mass communication, which is tends to be change-oriented. Community issues, environmentalism, volunteering, activism, and radical change all revolve around change agency and are thus relevant to the goals of my platform (ie: to find or explore paradigm shifting ideas).
Here’s a look at Facebook’s interface for building my audience:
Next I built the ad itself. This was pretty straight forward: I created a description that would serve as the post like a standard Facebook post, added an image, added a link, and added descriptive language for the link.
Here is what the final ad looks like:
I chose a metaphor of a closed door to represent the status quo that is challenged before a paradigm shift occurs. The lamp to the right of the door symbolizes opportunity for new ideas. I was trying to elicit thoughts of concepts that are thought of as known and unchanging but can still be upturned. This is consistent with Thomas Kuhn’s observation that “normal science” or what has been accepted as truth is eventually challenged, leading to revolution and eventually a paradigm shift.