Pair Watch – Audio Advertisement – Digital Artefact

 

The innovation created throughout this semester was titled the ‘Pair Watch’, a smart watch that retained the old features from previous smart devices, and combined those features with brand new technology, that had either not been included in similar watches, or not yet released. As such, convergence was a concept that was highly relevant to this artefact, as well as the idea of ‘digital disruption’, which was another argument included throughout this digital artefact. Regarding this digital artefact, which took the shape of an audio advertisement, potentially something you may hear over the radio, the research undertaken aimed to reinforce the main aspects and arguments I was making throughout. More specifically, the digital artefact attempted to convey why the audience needed this product, highlighting the use of convergence, and also how it will affect the market, through the concept of digital disruption.

The concept of convergence was a significant aspect of the digital artefact. Throughout the entire process, the use of Henry Jenkin’s ‘Convergent Culture’, and especially a key quote from that book, was used as inspiration for not only this artefact, but for the entire innovation. The idea of combining both old and new technology remained the key selling point for the ‘Pair Watch’, and his quote, “if the digital revolution paradigm presumed that new media would displace old media, the emerging convergence paradigm assumes that old and new media will interact in ever more complex way (Jenkins 2006, p.6) was the main catalyst for this thought process. The features of the innovation were also topic of discussion in the podcast, and how they were able to positively impact the lives of those who may own the watch, with direct conversation on the feature which could tell the user of their blood alcohol levels. With researchers suggesting “that wearables represent a convenient method for individuals to monitor alcohol intake (Jovin, 2018)”, and a recent study found through earlier research stating how“ that 30% of fatal crashes in Australia are due to drink driving (Klepova, 2018)”, it was a feature that was especially relevant to the hypothetical users of our product. It also became important to explain how this technology would work, with the use of the “enzyme-based electrochemical sensor, which converts perspired alcohol in BAC levels (Jovin, 2018)”.

This digital artefact, from the beginning, was created to inform an audience of the innovation that was developed throughout the semester, and the reasons as to why it can be held to a greater level than other smart watches and fitness trackers. While this could have been done through a video format, I felt that an audio format, in this case, a 4-minute podcast, would be able to present the facts and arguments in an efficient way. I wanted the podcast to be viewed as a mixture of an interview and advertisement, meaning personal touches, such as speaking to the audience, had to incorporated throughout. As a whole, I feel the digital artefact accomplished the aims I had set out for it. I was able to communicate why the audience needs to own the watch, including an example of one of its new features, through three different sections. The podcast also was able to touch on how the innovation would affect the market as a whole, through digital disruption, and the impact the audience would feel from this.


 

References (Contextual Essay + Digital Artefact)

Anton, R. (2018). Coping with digital disruption: Adapting to a Changing Operating Model. Journal of Securities Operations & Custody, 11(1)

Jenkins, H. (2016). Convergence Culture: Where Old and New Media Collide. New York: New York University Press, p.6.

Jenkins, H 2006, “Worship at the altar of convergence”: A new paradigm for understanding media change. In H. Jenkins, Convergence culture: Where old and new media collide (pp 1-24). New York: New York University Press. <http://www.nyupress.org/webchapters/0814742815intro.pdf >

Jovin, I (2018), Wearable breathalyzers, gadgets that know if you’ve had a few too many, Gadgets & Wearables, viewed 17 June 2019, <https://gadgetsandwearables.com/2018/10/18/wearable-breathalyzers&gt;

Klepova, O. (2018), ‘Too high’: 30% of fatal crashes in Australia are due to drink driving, SBS, viewed 17 June 2019, <https://www.sbs.com.au/yourlanguage/russian/en/article/2018/01/06/too-high-30-fatal-crashes-australia-are-due-drink-driving&gt;

Psmarketresearch.com, (2018), Smartwatch Market Size, Share, Growth, Industry Report, 2023, viewed 12 May 2019, < https://www.psmarketresearch.com/market- analysis/smartwatch-market>

 

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