In our modern world, we are constantly surrounded by messages, from the logos on our coffee cups to the algorithms on our social feeds. Whether you are scrolling through TikTok in Toronto or reading a blog post in Thunder Bay, someone has made deliberate choices about how that information reaches you.
To become a great creator, you first need to be a great "code-breaker." In this assignment, you will investigate how professional creators use design, psychology, and specific platforms to connect with their audiences.
Before you start your research, let’s look at two powerful ways creators influence us without us even realizing it:
1. The Power of Typography While we often use the word "font," we are usually talking about a typeface (like Helvetica or Arial). In the digital age, your choice of typeface is like your "visual tone of voice."
2. Design Fundamentals To help you build a professional eye, please complete the Canva Elements of Design short course. Since we have a school license, pay close attention to how you can search for specific templates that use these principles effectively.
3. The Hidden Message (Bias and Persuasion) Media is rarely neutral. From the early marketing tactics of Edward Bernays to today’s AI-driven ad targeting, creators often use "implied messages" to sway an audience. For example, a creator’s background, location, or even the music they choose can create a specific bias that changes how we view their advice.
Your task is to find 3 to 5 "competitor" channels or creators who produce content related to the themes we are exploring in Macbeth (e.g., mental health, the pressures of leadership, relationship dynamics, or even "ambition culture").
Try to find these across different platforms, such as a YouTube channel, a TikToker, and a professional blog.
Pro Tip: Your next assignment involves creating YouTube chapters. If you find a video that already uses them, take note of how they organize their ideas!
For each creator, you will analyze:
Before you submit, please complete the Pre-Submission Self-Assessment.
A research document (Google Doc or Canva Doc) analyzing 3-5 competitor channels
A 3-5 minute analysis screencast reviewing your findings
We are learning to:
Research successful media channels to identify techniques used to connect with diverse Canadian audiences
Recognize and analyse bias and persuasive tactics used in professional media texts
Evaluate how communication strategies vary in effectiveness across different platforms and media forms
Understand how visual features like typography and layout contribute to a creator's brand and message
I can:
explain how a similar message is adapted for different audiences and media forms by identifying specific conventions and techniques
identify and analyse biases and persuasive tactics in media texts, explaining how the creator’s perspective influences the message
evaluate the effectiveness of communication strategies, including the use of visual design elements like font and layout, for a specific purpose
| Category | Level 4 | Level 3 | Level 2 | Level 1 |
|---|---|---|---|---|
| Knowledge/Understanding | Demonstrates a thorough and nuanced understanding of message adaptation, media bias, and design conventions | Demonstrates a clear understanding of message adaptation, media bias, and design conventions | Demonstrates some understanding of message adaptation, media bias, and design conventions | Demonstrates limited understanding of message adaptation, media bias, and design conventions |
| Thinking/Inquiring | Provides a sophisticated analysis of how communication strategies and media features vary across audiences | Provides a competent analysis of how communication strategies and media features vary across audiences | Provides a basic analysis of how communication strategies and media features vary across audiences | Provides a limited analysis of how communication strategies and media features vary across audiences |
| Application | Effectively applies research and design principles to identify professional-grade creative strategies | Appropriately applies research and design principles to identify creative strategies | Applies research and design principles with some success to identify creative strategies | Applies research and design principles with limited effectiveness |
| Communication | Communicates ideas and positions with a high degree of clarity, conciseness, and professional polish | Communicates ideas and positions clearly and concisely | Communicates ideas and positions with some clarity | Communicates ideas and positions with limited clarity |
Demonstrates a thorough and nuanced understanding of message adaptation, media bias, and design conventions
Demonstrates a clear understanding of message adaptation, media bias, and design conventions
Demonstrates some understanding of message adaptation, media bias, and design conventions
Demonstrates limited understanding of message adaptation, media bias, and design conventions
Provides a sophisticated analysis of how communication strategies and media features vary across audiences
Provides a competent analysis of how communication strategies and media features vary across audiences
Provides a basic analysis of how communication strategies and media features vary across audiences
Provides a limited analysis of how communication strategies and media features vary across audiences
Effectively applies research and design principles to identify professional-grade creative strategies
Appropriately applies research and design principles to identify creative strategies
Applies research and design principles with some success to identify creative strategies
Applies research and design principles with limited effectiveness
Communicates ideas and positions with a high degree of clarity, conciseness, and professional polish
Communicates ideas and positions clearly and concisely
Communicates ideas and positions with some clarity
Communicates ideas and positions with limited clarity