Audio visual with Script
Previously, my topic “Digestible content,” seems too narrow. So, this time I tried to break it down to the basic idea which I think it’s about attention, media and people. Because digestible content is made in order to catch people’s attention using media as a tool.
In pre-digital age the attention was abundant and information was scarce. Then the internet come and breaks the barrier between information and people. So it’s an abundance of information and our attention is the limited factor instead.
“In an information-rich world, the wealth of information means a dearth of something else: a scarcity of whatever it is that information consumes. What information consumes is rather obvious: it consumes the attention of its recipients. Hence a wealth of information creates a poverty of attention and a need to allocate that attention efficiently among the overabundance of information sources that might consume it.
James Williams (a doctoral candidate at the Oxford Internet Institute)”
But right now,
( So at the moment, the attention is scarce and the information is abundant.)
But And it seems like our attention span keeps decreasing as time passes by.
Actually, the amount of information isn’t the cause here. It’s naturally the processing of our brain that didn’t built to be multitasking together with the ability to control your attention.
However, what made it worst?
Did too much attention seeking make the capacity of spans worse?
Since, most of the time I am the one who consume digestible content so I did the experiment and be the one who digest or conclude the information for others. I would call this roles as a digester.
I chose the magazine as the first medium and cut it out at the same size.
I got to choose the part that I want as a digester. As if I read a magazine and conclude it. I only took the part that impresses me the most and the audience didn’t get the chance to know another part if they didn’t read the whole book by themselves.
Then, I collect it together to remind its same form as a magazine (how it can flip to open each page and all in the same size).
From this experiment, I kind of understand the feeling of the digester a bit more. I feel like the digester can also feel lazy too. What if they are so lazy that they carelessly share the information or if they only want engagement from people and aren’t aware of the consequences following by?
Then I enlarged it in A0 size and in 2A0 size. Enlarging can attract the audience in exaggerated way just like how the online content try so hard to catch people’s attention but the artwork itself loses a lot of information from the original pieces.
Another attempt, I tried to zoom in more and also print it out in A0 size.
It loses the detail even more and the pattern of the magazine obviously show.
If I collect more series in various types of material, I wonder Will I discover more specific pattern or not?
So, I take the photo of the advertisement through my computer’s screen and crop and zoom it.The texture was different and it could be another series of my experiment.
My second experiment is sound editing. I mix all 41 global hit song on Spotify in around 2 minutes and then speed it up 150x, 400x and 1000x. But the outcome sounds so annoying that my advisor ask me to edit the pitch a little bit. There’s no particular standard just based on my preferences.
On my third experiment, I think advertisement is the interesting choice to work with. Basically, grabbing people’s attention is advertisement’s priority job and the content also has to hit the audience. It fit well with my topic. So, I start to collect the ads on the platform that I use and edit it together.
At first, the length of each advertisements is based on the time that I see the video and skip it. And the second version, I speeding it up to 300%.
After that, I researched more about the average of attention spans. So, I can use this information to control the length in each video. I found out that the average of human’s spans is 8 second which is dropped from 12 second in 2000 and sometimes it could drop into 3 seconds! I think it quite interesting.
The first attempt is to decease the length of each advertisements into 3 seconds and see how it’s going. Then, I edit the video to focus on only one element by zoom in and follow that element and mask the video to cut out the other disturbing.
The recent version is cropped and mix with the sound. I tried to display the video in different way such as projecting and bigger screen.
*The following experiments are done at the same week that I research about attention spans*
And when you mention about the content that’s fast and only accessible for a brief period (ephemeral content), I think about Instagram story. So, I used mine to experiment this and surprisingly 3 second is slower than I thought.
Therefore, this raise me a question. What if internet habit can affect your real life? And you can only concentrate on any activities in only 3 second. How would it be? I called this 3 second challenge.
I also think about the news that’s mentioned about how Thai people could only read information in 8 lines. What if it’s 3 second? How many words can people read? Most of adults can read around 200 to 250 words per minute on average. Then, in 3 second it’s around 12 words. So, I tried to conclude the personality of people that I know in 3 second and 12 words. I tried with the plain design first but I prefer the version with more stylish font and design. It looks more like the advertisement so I’d go with this version.