Liberation : Media and Casual Sex Culture

by Nur Baizura Bt Roslan

The media in Malaysia has some of the toughest censorship laws bounded whereby the media authorities exerts a substantial control and impose a strict restriction in national security. The Malaysian government is kept to insulate the majority Muslim population from the things that are considered harmful and have foreign influences. For example, the News is censored, and entertainment output can fall foul of the authorities. However, all these do not stop the population  to get influenced by the international media, especially towards the explicit content that has widespread produced. With high advance of technology, the media is able to be captured and retrieved by the citizen easily. One of the influences brought by the international media especially western countries are the hookup culture has emerged from more general social shifts taking place during the last century. As early as 1920s, with the rise of automobile use and novel entertainment venues throughout North America, traditional models of courting under parental supervision began to fade. Young adults became even more sexually liberated in the relationships. In addition to that, with the rise of feminism, growth of college party events, widespread availability of birth control (condoms and oral contraceptives) and deposing of parental expectations as central to mating and marriage. Popular media, including television, has become a source of sex education, filled with (inaccurate) portrayals of sexuality. Many popular representations suggest uncommitted sex or hookups, can be both bio-physically and emotionally enjoyable and occur without “strings.” Recent entertainment media have highlighted uncommitted sexual encounters and the more-common-than-not experimentation with this type of behavior. The film Hooking Up, released in 2009, details the chaotic romantic and sexual lives of adolescent characters. The film No Strings Attached, released in 2011 and staring Natalie Portman and Ashton Kutcher, featured the uncommitted element of uncommitted sex as two friends attempt to negotiate a sexual, yet non-romantic, component of their relationship. Popular television shows often portray hooking up as acceptable, entertaining, and perfectly sensible. The hit British series Skins, which began in 2007 and was remade in North America in 2011, often highlights the uncommitted sexual exploits of adolescents. The popular reality show Jersey Shore, which started its run in 2009, glorifies hookups among strangers, acquaintances, friends, and former partners. Popular pro-hookup same-sex representations have also emerged in television series like Queer as Folk and The L-Word. Several popular books on hookups have hit the shelves with unscientific yet racy claims. These include, The Happy Hook-Up: A Single Girl’s Guide to Casual Sex, The Hookup Handbook: A Single Girl’s Guide to Living It Up, Hooking Up: A Girl’s All-Out Guide to Sex and Sexuality, Making the Hook-Up: Edgy Sex With Soul, and 11 Points Guide to Hooking Up: Lists and Advice About First Dates, Hotties, Scandals, Pickups, Threesomes, and Booty Calls.

In a conclusion, the hook up relationship has been a culture or ethics in the western countries, whereby the young teenagers think of sex rather than the essential of the relationship. They are more comfortable in the terms of hooking up rather than pure love. Even though these often happen in the western, but, as a country who easily adopted with the western media will slightly influenced our youngster to behave that way. There are alot of teenagers and youngster begins these type of relationship which later leads to unmarital sex, illegitimate, foundling abortion and others.

Co-Working Space: The Next Generation Office

Written by Laila Wahidah Iskandar

Millennial have been labelled as many as the Gen Y with creative entrepreneurial talent and skill. Some may have referred the youngsters as “The Start-up Generation”. The future of work is evolving. As the e-commerce industry allows businesses to operate from anywhere as long as there is Internet connection, many new business founders have challenges to work and organize meetings without a proper office. It would be nice to be able to work from home but it may not be very conducive to get some serious work done.

The Klang Valley has had a recent influx in awesome co-working spaces, so there are endless options for any freelancer or entrepreneur looking for a change or scene, or networking opportunities. Multinational companies are beginning to discover the appeal of co-working spaces as a flexible office solution. Companies aspire to have smarter workplace design which can provide the flexibility to attract and retain talent and help increase productivity.

As predicted by global property consultant Knight Frank, in a report by the News Straits Times, co-working footprint in Malaysia will continue to grow in 2018 as businesses consider new ways to manage their real estate. Office market in Kuala Lumpur continued to struggle with oversupply of new buildings and subdued leasing activities during the last quarter of 2017. Knight Frank’s Asia Pacific Head of Research, Nicholas Holt said the lacklustre leasing activities was due to continued growth in demand for co-working and technology-related spaces.

This opens the door for co-working providers to attract multinational companies into flexible and creative spaces. Real estate is typically the second largest operating expense a company may incur, excluding salaries and wages. Co-working providers can offer a tailor-made office solution with no upfront capital expenditure costs which address a platform of work based challenges.

Owing to the initial investment needed to set up permanent office space, self-employed entrepreneurs and small start-ups were the initial users of co-working space in Malaysia. Recognising the unique offering of community, collaboration and higher transactional flexibility, a growing multinational client base has emerged. Co-working now boasts a range of users across different industries, a trend we expect to accelerate moving forward.

For many businesses it is critical to be in an environment that has access to start-ups and technology innovators, elements that can be found in the “community” within the co-working ecosystem. Likewise, traditional teams that are mobile on a daily basis and do not need a permanent desk can work in different locations. These businesses are attracted to a network that allows mobility throughout the city.

According to an article by The Edge Markets reported that the shifting trends of co-working spaces may benefit the reposition of the demand and supply of office spaces in Malaysia. Real estate firm Savills (Malaysia) Sdn. Bhd. Chairman Datuk Christopher Boyd explained this is because traditional office buildings which meet tenants’ criteria for modern facilities, can easily be deployed as co-working space. They added that it has helped alleviate the oversupply situation of the office property market, which is true because most of the co working spaces are now renting at old renovated buildings, corporate buildings and even shopping malls.

“It is also not aimed at just the Golden Triangle, but [office spaces] out in the suburbs and other cities such as Penang, Kuantan, Johor Bahru,” Boyd said at a forum today.

“Today, you have medium-sized range of co-working space [tenants] that takes up starting from 20,000 sq ft to as high as 60,000 sq ft. And that’s very good, it helps with the filling up of the office buildings,” Deputy executive chairman Allan Soo said.

As flexible working is becoming more common, rentable working spaces are also on the rise here in Klang Valley. If you are looking for a change of scenery and somewhere new to draw inspiration from, here are some conducive, tech-savvy, state of the art co-working area that are rentable for businesses, start-ups and even students!

  1. WORQ

WORQ provides a co-working space that utilises natural light with its large windows, providing a gorgeous view while you work on one of their comfy beanbags!

It is definitely recommended for those who need a visually-stimulating and colourful environment to perk up your mood and get creative at work.

  1. The Co

The Co gives a futuristic, minimalist feel yet provide tenants with spacious area. The interior decoration looks very edgy and definitely suits those who are working on elegant tech-savvy projects.

One of its spaces is located at The Row, which is situated right above a ton of cafes so this is the perfect place for coffee addicts!

  1. Common Ground

This is one of the more popular co-working spaces on this list due to its presence across Southeast Asia. CommonGround has work spaces in Thailand, Vietnam, Philippines, Indonesia and Malaysia.

CommonGround in fact has their own mobile app, which can connect you to other members with whom you can gain feedback on ideas and plans in real-time. With its eye-catching interior decor, this is definitely a great space to work and get creative!

  1. CO3 Social Office

Looking for a space to get the creative juice flowing? Fret not! This awesome co-working space will give you a colourful vibe and a fun working environment.

It has an indoor slide and a built-in aeroplane for those looking to think out of the box!

  1. Colony Space

Colony Space is definitely one of the more luxurious-looking co-working spaces in this list. With a simple yet elegant black-and-white theme, this space looks professional yet laid-back thanks to its comfortable furniture.

On top of that, the space is also equipped with its very own gym and swimming pool! Perfect way to de-stress whenever a mental block comes on!

Malaysia’s Publishing Industry: Through Notorious Evolution

Written by Nur Dalila binti Rusilan

Lately, the publishing industry has started to gain back its popularity through the advancement of digital technology, all thanks to social media platforms! It is guaranteed that many of the industry players use these tools to market their books. In Malaysia, the awareness and enthusiasm of producing books are exhaustively in tight competition with other markets. One of the notable events that showcases the Malaysian books internationally is the Frankfurt Book Fair.

Frankfurter Buchmesse or Frankfurt Book Fair is one of the largest book exhibitions. This event is held annually and the media industry from different countries around the world will be invited to negotiate a business deal or to look for inspirations. Materials ranging from novels, children books to film and games will demonstrate their most advantageous features during the event. As said by Claudia Kaiser, the FBF Business Development Vice-President, “Malaysian book titles will be a key attraction at this year’s event”.

During the 2017 FBF forum, Director of National Book Council Malaysia, Abdul Wahab Ibrahim, who is also the Head of Malaysian Delegation to FBF said that it was a business opportunity in match-making with international publishers including Turkey, Vietnam and Taiwan. Surprisingly, the Malaysian delegation achieved their goal by sealing more than 8 million sales contract deals. What’s more exciting is that four Malaysian books have made it to the final list. It was definitely the highlight of the event and the proudest moment for Malaysia.

Author: Zamri Mohamad.
Publisher: Legacy Publishing.
Image source: Google
Author: Herman Abdullah.
Publisher: ITBM
Image source: Google
Author: Mat Luthfi. Publisher: PTS
Image source: Google
Author: Wael A Yousef Mousa.
Publisher: Universiti Sains Malaysia (USM)
Image Source: Google

Besides that, the event became more momentous when its 2017 theme was Faces of Malaysia. It showcased the Culture of Mah Meri, where a group of Orang Asli tribe was exclusively flown from Carey Island, Banting to Frankfurt, which eventually became an attraction for international exhibitors. With over than 31 Malaysian publishers, they have listed a few book titles that have the potential to win this year’s Frankfurt Book Fair, which will be held for five days from 10th-14th of October 2018. What makes Malaysia more thrilled with this year’s participation is that they were invited by the representatives of London Book Fair, Seoul International Book Fair and Turkey Book Fair to participate in their country’s book festival this year.

“The future of Malaysia’s book industry looked promising”, said by Arief Hakim Sani Rahmat, Vice-President of Malaysia Publishers Association during the forum prelude in FBF 2017. It is said over 70% of Malaysians are categorized in “working age” and deemed as educated mainly because they read book for self-development and to educate their child. However, local publishing brands should strengthen more on the quality of the books to encourage more Malaysians to buy and grow interest in reading it. As a matter of fact, the industry should be given more financial inducement in the upcoming budget because the number of young Malaysian authors, writers and illustrators are growing and has caused an increase in sales value record in the industry.

In case if you are wondering, while we are enjoying this little treat, other local publishing companies are dying to survive and make up their best outcome for the consumers. This year, the Kuala Lumpur International Book Fair will come out with all sorts of activity and optimistically welcome more visitors to look around for fresh new publications. The event will be launched in two weeks time, starting from 27th (Friday) until 6th May (Sunday) 2018. So, what are you waiting for, book-lovers? Let’s support and celebrate our local brands!

Advertising Industry in the Fourth Industrial Revolution: The Case Study of Pizza Hut Malaysia

Written by Nik Nabilah Nik Aziman.

The term of fourth industrial revolution was introduced by Klaus Schwab, Founder of Word Economic Forum that explains how this recent revolution is fundamentally different from the previous industrial revolutions that are transition to the new manufacturing process that made mass production possible by the usage of electronic and technology to automate production. Recently, fourth industrial revolutions build up on previous revolution; occurring digital revolution and are characterized by a combination of technology between physical, digital and biological spheres. This review concentrates on the advertising industry in the fourth industrial revolution focus on Pizza Hut Malaysia as a case study. As such, the nine pillars of fourth industrial revolution will be discussed to ascertain on how Pizza Hut Malaysia adapting several pillars for their marketing purposes.

Nine Pillars of Fourth Industrial Revolution

According to Liverpool City Region 4.0, it revealed that there are nine pillars in modern technology that are the main foundation of fourth industrial revolutions. The pillars are big data, augmented reality, simulation, internet of things (IOT), cloud computing, cyber security, system integration, additive manufacturing and autonomous systems. All of these pillars had created massive uncertainty in which government, educational institution and business enterprise had to look on the best way to reach towards this recent revolution. Fourth industrial revolution is basically on thought of cyber physical system upgraded from computer and automation industrial.

Nine Pillars of 4th Industrial Revolution – Source : LCR 4.0

Media Industry: How 4th Industrial Revolution Changes Advertising Industry

Media industries as well as other industries are findings the best possible ways to adapt to the fourth revolution industry. In recent year, media industry developed from the traditional to digital technology that transforms certain operation that require a knowledgeable and highly skilled human resources that enable to compete with each other. Abd. Rahim (1996) stated that the developments of advertising industry in Malaysia took similar steps with revolution happened in England and consist of advertising agencies, media agencies and publication agencies. The Star (2017) reported that media sector in Malaysia will face tough environment in 2018 due to ineffectual digitalization undertaken by certain media company in decreasing the adex rate.

In recent year, advertising field became undoubtedly advance due to the development of internet. However, this had brought a profound transformation in the ways of marketing and advertising. Some of the media companies adopt several pillars in order to help them transforming their operational potential. Augmented reality made popular worldwide and some of the business enterprise used it to make an interactive marketing strategies.

Pizza Hut Malaysia introduced their first digital restaurant adopting an augmented reality menu which can interact with customer. The interesting part is that the menu displaying food with animations that serve customers with better experience. Medium involving the connectivity through IOT is being a big help for marketer in sending, received and process the data. This pillar is adopted by Pizza Hut Malaysia since they are currently made a deal with customer through online purchasing. Online purchasing involves big data that the company will used it for improvement and further actions. Through online purchasing, the company can used collected data to identify trends, pattern and enable them to seek for improvement of their menus and services.

Source : Pizza Hut Malaysia

Source : The Ministry Experience

Corresponding to the World Economic Forum, it shows that Pizza Hut Malaysia are able to adapt with the fourth industrial revolution since they are regulating new technologies and adapting three pillar which are augmented reality, IOT and big data that can capture their benefits in order to promote their products. In summary, Pizza Hut Malaysia in promoting its restaurant and menus utilized technologies via their first digital concept store at Sunway Pyramid that used augmented reality, big data and IOT as a method of their promotional and services strategies. As cited by Churchill (2018), for manufacturer, technology is moving fast but new technology is what makes us successful.

REFERENCES

Abd. Rahim, M. H. (1996). Perkembangan Industri Pengiklanan di Malaysia. Jurnal Komunikasi, 12, 1-18. Retrieved April 3, 2018, from http://www.ukm.my/jkom/journal/pdf_files/1996/V12_1.pdf

Churchill, A. (2018, March 5). The fourth industrial revolution is coming – here’s how to thrive. Retrieved April 15, 2018, from https://www.raconteur.net/business/fourth-industrial-revolution-coming-heres-thrive

The Star Online (2017). Media sector faces tough environment in 2018. (Retrieved April 3, 2018, from https://www.thestar.com.my/business/business-news/2017/12/26/media-sector-faces-tough-environment-in-2018/

Branded Handbag as Relationship’s Shield?

Written by Hani Zarina

What type of culture are we dealing with? Some people are ranked and being judged just by their appearances or what designer brands they are using. Does all the branded stuff define what’s within and our personality? Branded goods do not define the inner quality of anyone, but it is rather superficial. In the modern world today, there are a lot of external factors such as peers, type of lifestyle, etc that causes people nowadays to prompt looking on the outer layers such as Louis Vuitton handbags, Jimmy Choo’s shoes, Diane von Fürstenberg clothes or Christian Dior sunglasses.

article-0-1350545b000005dc-516_634x422There is study proof that women may buy designer bags to protect their relationships. A study done by Vladas Griskevicius, Americans spend over $250 billion on women’s luxury products in 2014, with an average woman possessing three new handbags in a year. Enough said we need to dive in into a woman’s feeling to understand and respect them better. The study quoted, “When a woman is flaunting designer products, it says to other women ‘back off my man.'” “The feeling that a relationship is being threatened by another woman automatically triggers women to want to flash Gucci, Chanel, and Fendi to other women,” research co-author Yajin Wang, a PhD student at the Carlson School of Management.

Personally, I think is, it is, of course, a big no for us to judge a woman based on their branded goods or handbags but nevertheless women who own designer handbag for sure have exquisite taste and knows how to lead their life with style and fabulously. Rather women who do not own designer handbags should think again and maybe consider buying them as self-reward as a woman can never have too many handbags in their life. Back to basics, to own an expensive branded stuff or to just own an ordinary brand, it is always your personal choice and not a decision influenced by others. So, women! Let us rock the world with our cool and expensive handbags and not forgetting our smart and intelligent brains.

Reference

http://www.cbsnews.com/news/women-may-buy-designer-bags-to-protect-theirrelationships-study-suggests/

Online Shopping Trend in Malaysia

Written by Nur Izzyan Roslan

Since the advancement of the technology and the introduction of the first internet in Malaysia way back in 1999 by the former Prime Minister of Malaysia Tun Dr Mahathir bin Mohamad, the Internet usage of Malaysia has rapidly grown. Rapid developments in telecommunications have set the pace for an electronic revolution leading to the emergence of e-commerce and influence the consumer behaviour of the shoppers.

The expected growth in e-commerce is due to a rapid rise in the number of online shop in Malaysia which provides the opportunities to Malaysians to conduct their new business in the fashion industry. This embarks the new paradigm in Malaysian fashion whereby more young and local designer were born in this era of e-commerce.

Feature image_izyan

At first, local companies appear to be lagging and afraid to join in a new venture of fashion business through online retailing. The Fashion Valet founder found this as an opportunity for them to start the online fashion shop in a serious way. When Vivy Yusof and his husband (then boyfriend) Fadza Anuar back from their studies in London, they found that Malaysia did not have such thing as online consumerism such as in the UK.

Then they came up with the idea of having an online store and became a pioneer for the e-commerce trend in Malaysia after being frustrated at the lack of online shopping options available in Malaysia. Fashion Valet has changed the culture of consumerism in Malaysia whereas the shoppers now prefer online shopping than to go to the physical shop.

With the introduction of Fashion Valet more online shopping retailers in Malaysia like ZALORA, LAZADA, Pop Look and CAROUSEL join in the trend. Since then, the online shopping in Malaysia is poised for significant growth, given its rising popularity and relatively new adoption rate among local customer.

The consumers in Malaysia are now prone to shop at home because they have put their trust on the available online store in Malaysia. The e-commerce concept has totally changed how Malaysian consumer chose to shop as they are now can do it with one click at their fingertips.

So why wasting your time going through the hustle bustle of the city while you can do it at home?

Are You Aware of The Dangers of Third-hand Smoke?

Written by Nurul Nabilah Binti Ahmad Shukri

Smoking not only harms the direct or active users but also those around him or her known as the passive smoker. Not only that, people who are not surrounded by people who smoke also can still be affected by harmful substances contained in the cigarette which is called third-hand smoke.

What is third-hand smoke? It is a remaining tobacco smoke or nicotine or other chemicals pollution that accumulate in indoor living spaces. Nicotine is a particle that is flexible and easily attached to shades, sofas, carpets, walls and cylinders. If these materials act back with the air or other chemicals contained in the room, it may be re-released into the environment and then stimulated by the individual inside the room. The ‘third smoke’ can also be spread and cling to a person’s hair, clothes and skin. It does not only cause the smell of smoke on our clothes, but it is a silent hazardous substance which brings toxicity to our body as well as people around the active smoker. Moreover, the ‘third smoke’ can stick for days on the surface of the objects, even though space has been cleaned or aerated by opening the fan or window.

It can create a toxic mix that can cause a health hazard to non-smokers and it also contains cancer-causing elements.  Passive smokers and third-hand smokers bear a greater danger than active smokers because they inhale more toxins in smoke liberated than cigarette burning. In most cigarettes, there is a filter that prevents active smokers from stimulating certain toxins. On the other hand, the puff from the active smokers exposed others especially children to the danger of it.

Among the issues of third-hand smokers among children are lung disease, ear infections, Sudden Infant Death Syndrome (SIDS), learning problems, errors and cancer (leukaemia, gland cancer, lung cancer).

secondhand-smoke-appeal
Source: fcbc.net

No Coffee, No Shortcuts, Go For 10-Minutes Walking Stairs Exercise

Written by Wan Anis Ilyani bt Wan Mohammad Azhar 

Most people love to kick off their day with a hot cup of coffee, together with sugar and milk.

Could you forget it for a while and start a new routine?

Maybe spend about 10 minutes walking up and down some stairs – sounds hard to do but this exercise helps you to boost up your energy levels compared to when you sip the coffee while taking the lift to your office.

Patrick J. O’Connor, one of the researcher from University of Georgia which conducted this research said the study is held in order to compare an exercise that could be achieved by people in an office setting, where they have access to stairs and a little time to be active, but not enough time to change into workout gear, shower and change back into work clothes (Graaf, 2017).

“We found, in both the caffeine and the placebo conditions, that there was not much change in how they felt.

“But with exercise, they did feel more energetic and vigorous.

“It was a temporary feeling, felt immediately after the exercise, but with the 50 milligrammes of caffeine, we didn’t get as big an effect,” said O’Connor.

Participants in this study, on separate days, were asked to take a capsule that contains caffeine or a placebo or spent 10 minutes walking up and down stairs at a low-density pace.

They were female college students that claimed themselves did not get enough sleep at least for six-and-a-half hours per night. They need to complete the verbal and computer-based tests to know how they felt and performed in cognitive tasks. This is used to measure the effects of the caffeine versus the exercises.

O’Connor believed stairs walking might increase people’s motivation for work, even not insignificant effect, even though both exercise or caffeine are not clearly proved to improve attention or memory.

However, he wants to further the research to look at benefits that one’s may get even if they just do exercise for 10 minutes.

It is important to know that exercise is good for the health. Unfortunately, most of them are not attentive of the advantages of exercise and living in unhealthy lifestyle even though they were all well aware of it.

So, instead of taking coffee in the morning and use an escalator or lift to get to your office, how about taking 10-minutes of stair walking to boost up your day?

 

Ais Kacang – Malaysia’s Latest Podcast Hub

Written by Nurul Nabilah Binti Ahmad Shukri

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Have you heard about the latest delicious audio in town? On 1 April 2017, Media Prima Radio Networks has proudly launched a new initiative, AIS KACANG and has become a hub of the first audio podcast in Malaysia. Interested to know what AIS KACANG is all about?  Ais Kacang is a form of digital media consisting of a series of various episodes of audio files that can be subscribed to and downloaded through web streaming or through smart phones.

Ais Kacang offers listeners original programming content in Malay, English and Chinese with latest and trending topics in the country. Some of the programmes are The Balls, The True Me, How to Adult (English), Face off With Fara, Yu Laser, Paranormal, Tolong Ketawa, Why Bother? By Diva AA (Malay), Gossip Talk at Mahjong Table, Feng Shui (Chinese) and many more features well-known as well as undiscovered speakers. Not only that, everyone can start their own podcast by submitting their show and partnering with Ais Kacang at https://www.aiskacang.com.my/submit-podcast/.

According to the chief executive officer, Media Prima Radio Networks, Seelan Paul, “The Ais Kacang podcast aim to capitalise on the popularity of podcasts globally and adapt it for Malaysian consumers. It will indeed complement our radio stations by providing a new platform for our audience. MPRN also harness the power of our digital platforms that has almost 7.7 million followers. Through this platform, we can provide our clients with another viable alternative and wider reach to advertise and promote their products and services aimed towards the digital community.”

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Ais kacang is available to stream via www.aiskacang.com.my, App Store and Google Play. – Source: Facebook

Reference

marketing-interactive.com. (2017, March 8). Retrieved from Advertising Marketing: http://www.marketing-interactive.com/media-prima-radio-networks-launches-3-new-initiatives/

‘Gamification’– Engaging The New Age Consumer

Gamification

Written by Syed Shahfuddin bin Syed Zainal Abidin

Gamification is the process of adding game-like elements to something as to encourage partaking. In other words, gamification is about transforming something, which is hypothetically boring and uninteresting into a game for people to engage in.

Various professions use gamification to improve productivity or simply to increase active participation.  Significant progress can be tracked and learning new stuff that has a steep learning curve can be made more fun when it is ‘gamified’. The engagement through apps and websites will help drive people’s participation, which develops long-lasting relationships for brands, encouraging people to meet personal challenges or even learn new tools or software.

In the context of advertising, gamification is a concept that has been adopted very effectively by well-known global brands such as Nike, Starbucks, McDonalds, Coke, Magnum, Samsung as well as countless others to build lasting relationships with their customers as well as serve as a means for continued communication. It also creates a somewhat addictive experience from the trill of achievement as well as the social gratification and a sense of accomplishment on the online/social media space.

Companies of all shapes and sizes have begun to use games to revolutionise the way they interact with customers and employees, becoming more competitive and more profitable as a result (Edery & Mollick, 2009).  This means the future of personal communication for brands with their customers is now becoming a more participatory means of communication, going beyond the traditional, one way communication model.

Gamification can also be viewed as a means of self-expression and in today’s day and age where Generation Z is spending incredible amounts of time of social media platforms. Creating an environment whereby gamification becomes part of the metrics can add value to a brand’s image, especially since every brand wants to be on top of the mind of their intended target audience. Case and point would be the very recent explosion of Pokémon Go onto digital space, which very quickly became a global sensation, reiterating the fact that socially, gamification is changing the way we interact with people and the world around us.

In a nutshell, gamification is probably the start of a new beginning of possibilities in the way in which marketers and advertisers reach their intended audience.  While the need for instant gratification is ever so evident in today’s fast paced digital world where a multiscreen presence has diluted our focus and attention span, gamification done creatively could serve as a means to help hold the attention span of target audiences of brands for perhaps a tad longer.

References

Chou, Y.-k. (2017, January 12). Yu-kai-Chou: Gamification & Behavioral Design. Retrieved from http://yukaichou.com/gamification-examples/top-10-marketing-gamification-cases-remember/

Edery, D., & Mollick, E. (2009). Changing The Game : How Video Games Are Transforming the Future of Business. Upper Saddle River, New Jersey: Pearson Education, Inc.

Fullerton, L. (2017, April 13). The Drum. Retrieved from http://www.thedrum.com/news/2017/04/13/study-teens-college-students-favor-snapchat-while-gen-z-spends-up-11-hours-day

Hall, M. (2014, May 13). The Innovative Instructor Blog. Retrieved from http://ii.library.jhu.edu/2014/05/13/what-is-gamification-and-why-use-it-in-teaching/