Brenton Hawken 11538282 Due Date: Wednesday 19th August 2015

EMT203 Assessment 1 Technology, Design and Reflective Practice

Technology, Design and

Reflective Practice

EMT203

Assessment 1

Brenton Hawken
11538282

Word count: 2976

Brenton Hawken 11538282 Due Date: Wednesday 19th August 2015
EMT203 Assessment 1 Technology, Design and Reflective Practice

PART A: Source 1: Online blog

You Are Not the Facebook User; You Are the Product
http://www.huffingtonpost.com/dragos-bratasanu/you-are-not-the-facebook-
user-you-are-the-product_b_7978104.html

By Dragos Bratasanu (2015)

This online blog, written by Dragos Bratasanu for the Huffington Post, examines
the relationship between the online social media conglomerate known as
Facebook, and its everyday users. Bratasanu argues that consumers are not
Facebook users, but rather the overall product. You think you are the Facebook
user but in fact you are the Facebook product. The company sells you: your data
and the advertising that you see (Bratasanu, 2015).

This argument aligns itself well with the nature of technology. It brings to light the
attachment Facebook has to its users, in order to be successful. As Naughton
explains technology invariably involves people and organisations as well as
machines (Naughton, 2004, p. 12). Given that people use machines such as
computers to access Facebook, which is an online social media organisation,
Naughtons point is clearly demonstrated by this relationship and Bratasanus
argument. Kimbell, Staples and Green further support Bratasanus statement by
presenting the idea that technology is essentially about satisfying human desires -
for comfort, for communication, for identity (Kimbell, Stables, & Green, 2002, p.
19). Facebook is used for comfort, communication and identity, this being the
reason why Bratasanu believes that you are not the Facebook user but the product.
Because you spend your life on social media instead of doing something that
matters, you are probably the best product to sell in the world (Bratasanu, 2015).
Facebook feeds off the comfort, communication and identity of its users. This
information is provided to Facebook for free via everyday people, developing
billions of products and distributing them worldwide.
Brenton Hawken 11538282 Due Date: Wednesday 19th August 2015
EMT203 Assessment 1 Technology, Design and Reflective Practice

The nature of technology depends on the consumer. A technological outcome

only exists when there is an identifiable client-based need for it (Kimbell,
Stables, & Green, 2002, p. 20). Facebook is founded upon this principle as clients
and users produce everything that it is made up of. Take a simple written status for
example. A user posts a status about a delicious family meal they created for
dinner. They post the status and upload a picture of the food. This gains attention
from other users and attracts likes which sends the status on an adventure around
Facebook and the world. In return ads about food start popping up on people sites.
This simple status posted by a Facebook user, is now being used by Facebook to
attract and generate attention for the company. Again this supports Bratasanus
argument that the user has now become the product. The actions of Facebook
clearly demonstrate that it is aware of the boundaries of technological change,
which is decided by human desire.

Bratasanu raises a valid point in his online blog, as he attempts to highlight how
Facebook uses the information of its clients, to be successful. This can have a
great impact on the society. Many users are not aware of the impact that posting
and sharing information online can have. Information that is deemed to be private
such as photos, conversations and online purchases, are in fact now for the world
to see. Facebook uses this to their advantage. On the short run, Facebook is free
and it seems like fun. On the long run, it's a tragedy (Bratasanu, 2015).

PART B: What points could be raised about the issues and ideas shared in this
article, that could be discussed with future Year 7 or 8 Technology mandatory
classes?
Brenton Hawken 11538282 Due Date: Wednesday 19th August 2015
EMT203 Assessment 1 Technology, Design and Reflective Practice

BELIEF: Do the students have a Facebook account? If so, do they agree or

disagree with Bratasanu that they are a product of their Facebook?
Why/why not? (Class discussion)

BELIEF: Do the students believe they control who can see the information
that they display on their Facebook page? (Class discussion)

BELIEF: Can information that has been posted on Facebook be completely

removed (Why/why not)?

VALUES: What do the students perceive is ok and not ok to post on

Facebook? What are the boundaries? (Class discussion)

VALUES: Who should have access to the information provided by you on

Facebook? (In small groups discuss and then share with the class)

ENVIRONMENT: What impacts do you think this sharing and using of

information can have on our society? (In small groups draw up a table in
your workbook with two columns. List the negatives and positives.)

PART C: 4.4.1: Explains the impact of innovation and emerging technologies on

society and the environment.

This article You Are Not the Facebook User; You Are the Product will help
students understand the impacts that new and emerging technologies can have on
society and the environment. Facebook is a relatively new concept (within the last
decade) that is constantly evolving to meet the demands of its users. If there is a
demand, a supply will match it. This developing phenomenon can have both
Brenton Hawken 11538282 Due Date: Wednesday 19th August 2015
EMT203 Assessment 1 Technology, Design and Reflective Practice
positive and negative impacts on the environment and society as a whole. It can be
used to ones advantage (promoting someones work or business) or can be used in
a dangerous manner (cyber bullying).

Activity: Have the class break up into smaller groups. Have each group create a
mind map of the positive and negative effects new innovative and emerging
technologies can have on society and the environment. Have each group present
their ideas and mind map to the class.
Then on the interactive Smart board, get students who are willing to participate to
search their name in the Google web search and images. See what comes up.
Where did that information come from (Facebook, school newsletter, local
newspaper)? Discuss

I believe this source would be effective in a year 7 and 8 Technology mandatory

classroom because it is appealing to the students ages and interests. The start of
high school is when students begin to become more independent, and students
may already have or be thinking about starting up a Facebook account. This article
cautions students about the dangers of uploading information to social media. In
doing so, it will help them become safer and more vigilant on the web.
Brenton Hawken 11538282 Due Date: Wednesday 19th August 2015
EMT203 Assessment 1 Technology, Design and Reflective Practice
PART A: Source 2: Online Article

Coca-Cola Produces Worlds First 100% Plant-Based PET Bottle

http://www.environmentalleader.com/2015/06/04/coca-cola-produces-worlds-
first-100-plant-based-pet-bottle/

By Environmental Leader (2015)

This article published by Environmental Leader, investigates a new and innovative

design of soft drink packaging. Coca Cola has manufactured a new form of
Polyethylene Terephthalate (PET) bottles, built completely from plant-based
materials. This new technology can and will have a positive impact on the
environment, compared to the traditional packaging methods still used by many
companies today. PlantBottle packaging is Cokes plant-based alternative to
packaging traditionally made from fossil fuels and other non-renewable materials
(Environmental Leader, 2015).

The concept behind this technology, evidently demonstrates the relationship

between design, technology, science, society and the environment. By integrating
this new form of technology into the packaging of its products, the Coca-Cola
Company is demonstrating its willingness to change its environmental impact.
This in return has the potential to change the way other companies package their
products, leading to a reduction in landfill and pollution overall. PET packaging is
a cost effective and environmentally friendly packaging option. The decision made
by Coca-Cola to change the companys use of materials in its packaging, shows
how the relationship between science, society and technology can be used to
achieve the concept of a purposeful change (Kimbell, Stables, & Green, 2002, p.
20).

The chain of flow on effects surrounding this packaging revolution further

demonstrates the relationship between technology, science, society and the
Brenton Hawken 11538282 Due Date: Wednesday 19th August 2015
EMT203 Assessment 1 Technology, Design and Reflective Practice
environment. The packaging change leads to a reduced amount of pollution, which
in return creates a much happier and healthier environment for society to live in.
Fleer and Jane state, technology is a science-based topic with the aim to improve
and change the way we live in a positive manner (Fleer & Jane, 2004, p. 81). A
significant amount of research and scientific knowledge has been applied to
develop this new technology. Technology is a task-centered, goal-directed
activity. It is purposeful and focused (Kimbell, Stables, & Green, 2002). The
focus and purpose of developing this new packaging is to assist with improving
Coca-Colas environmental impact and to reduce its carbon footprint.

The success of this new technology ultimately comes down to how society
perceives and interacts with it, as the purchaser is the ultimate decision maker
(Kimbell, Stables, & Green, 2002, p. 20). Since developing its PlantBottle launch
in 2009, coke has distributed more than 35 billion bottles in nearly 40 countries
(Environmental Leader, 2015). Based upon this outstanding reception, this new
technology can be deemed as a success. It is clear that this change is satisfying the
desires of the consumers, as technology is essentially about satisfying human
desires- for comfort, for transport, for power, for communication, for identity
(Kimbell, Stables, & Green, 2002, p. 19). The mutual agreement and design
outcome between the company and its clients, demonstrates the clear relationship
between design, science, technology, society and the environment. The use of
design and science in a cohesive manner has produced a new technology, which
has a positive effect on both society and the environment. The Coca-Cola
Company estimates the use of PlantBottle packaging since launch has helped
save the equivalent annual emissions of more than 315,000 metric tons of carbon
dioxide (Environmental Leader, 2015).
Brenton Hawken 11538282 Due Date: Wednesday 19th August 2015
EMT203 Assessment 1 Technology, Design and Reflective Practice
PART B: What points could be raised about the issues and ideas shared in this
article, that could be discussed with a future Year 7 or 8 Technology mandatory
class?
BELIEF: Ask the students their opinions on whether they would still buy
Coca-Cola products, knowing that their packaging contains plant-based
materials? Why/why not? (Class discussion)

BELIEF: Do the students believe other companies such as Pepsi,

Schweppes and Kirks, should adopt this new packaging method? Why/why
not? (Class discussion)

BELIEF: Do the students believe that this change of packaging is a good

move for the Coca-Cola Company (Why/why not)?

VALUES: What advantages and disadvantages are there for using this kind
of packaging. (Class discussion)

VALUES: Of what value would this type of packaging have to potential

consumers like you and me?

ENVIRONMENT: What impacts (good or bad) do you think this packaging

could have on the environment compared to tradition packaging methods
made from fossil fuels and other non-renewable materials?

PART C: 4.6.2: Identifies and explains ethical, social, environment and

sustainability considerations related to design projects
Brenton Hawken 11538282 Due Date: Wednesday 19th August 2015
EMT203 Assessment 1 Technology, Design and Reflective Practice
This article can help students understand the ethical, social, environmental and
sustainability considerations, related to design processes. The Coca-Cola
Company is a multinational beverage corporation and manufacturer. It is
constantly expanding its product range to meet the demands of consumers, who
are becoming more aware of the environment around them and how their choice of
products affects this. Coca-Cola has designed this new packaging to not only win
the support of the consumer, but to also ensure the company continues to prosper
amongst its competitors, maximising their profits.

Activity: Have the class break up into pairs. Each pair will research and define
what each term (ethical, social, environmental and sustainability) means, to gain
an understanding of how and why they relate to design. Then each pair selects
some kind of new design project that they are interested in to research. Consider
the ethical, social, environmental and sustainability considerations related to their
project, providing examples. Each pair will design an A3 poster on their findings
and present this to the class. From this activity, student will learn to:
- Explain the responsibilities of designers as they will design a poster
- Identify ethical, social, environmental and sustainability considerations
relevant to each design project as they will have a sound understanding of
what each term means and how these concepts relate
- Be responsible and ethical in the decisions made in the development and
production of the poster they choose to design
- Demonstrate appropriate ethics and etiquette in relation to computer use
as they will be using computers to research their chosen topic
(Board of Studies NSW, 2003)
I believe this source would be effective in a year 7 and 8 Technology mandatory
classroom because it is appealing to their age/interests. It is something that most if
not all students would be aware of, as the Coca-Cola Company has its products
distributed across the globe. It is a resource that challenges students thinking.
Brenton Hawken 11538282 Due Date: Wednesday 19th August 2015
EMT203 Assessment 1 Technology, Design and Reflective Practice
PART A: Source 3: Digital article and Graphic

Evolution of the iPhone: Animation reveals exactly how the handset has
transformed from 2007 to the present
http://www.dailymail.co.uk/sciencetech/article-2918070/Evolution-iPhone-
Animation-reveals-exactly-handset-transformed-2007-now.html

By Victoria Woollaston (2015)

This digital article written by Victoria Woollaston for the Daily Mail Australia
communicates and outlines the evolution of the Apple iPhone. The graphic
attached plots the design changes in the iPhone from the very first iPhone released
in 2007 known as the 2G, until the most recent development of the iPhone 6 plus.
This is a product that is constantly changing through its design and design process,
to meet the needs of its consumers.

This article relates to the concept of the nature of design and design process as it
focuses on the idea that design is an ever-changing and evolving process based
upon human achievement and technical prowess (Morrison & Twyford, 1994, p.
10). The iPhone is a perfect example of this as human achievement and technical
prowess is the main reason behind why this product continues to rapidly evolve.
To demonstrate the evolution of the iPhone, Designers have combined models of
each handset since 2007 to create a graphic that reveals the evolution of the
phones as they morph in front of your eyes (Woollaston, 2015).

The graphic is successful in depicting the nature of design and the design process
of the iPhone. McCormick explains, design can be considered in many ways and,
where it is very distinctly thought of as a process, it is depicted as involving a
number of steps (Mccormick, 2007, p. 169). The evolution of the iPhone is not
just a process, but rather the formation of a number of smaller steps to create this
change. It starts with a single design and as time progresses, the needs and
expectations of this design is outgrown. An activity that is primarily a design
activity does not necessarily start with a problem, but might start with a need
(Mccormick, 2007, p. 169). Apple continues to release a new iPhone that uses the
latest technology and best Apps available to out-do its predecessor. Over the past
eight years, Apple has released a total of ten iPhones (Woollaston, 2015), with
each new phone slightly changing in its design and the design process. Apple has
the ability to do this, as there is a demand from consumers. While the consumers
allow Apple to release an updated version of its products, the boundaries in which
the product can go has it limits as boundaries are defined by our human desires
(Kimbell, Stables, & Green, 2002, p. 20). Furthermore, this supports the concept
of the nature of design and design process as the different designs of the iPhone
are created to suit the customers needs.
Brenton Hawken 11538282 Due Date: Wednesday 19th August 2015
EMT203 Assessment 1 Technology, Design and Reflective Practice
PART B: What points could be raised about the issues and ideas shared in this
article, that could be discussed with a future Year 7 or 8 Technology mandatory
class?

BELIEF: Do the students believe there is a need for Apple to continuously

release a new and improved version of the iPhone? (Class discussion)
ENVIRONMENT: What impact does this have on society and the
environment?

BELIEF: Is this type of technology easily accessible and affordable to

everyday people. why/why not? (Class discussion)

BELIEF: What responsibilities do you have as an owner of this type of

technology?

VALUES: Does the iPhone affect the way we as a society interact with
each other? Or does it improve the way we interact? (Why/Why not)

ENVIRONMENT: What impact do you think the production of the iPhone

is having on the environment? Think about the materials being used to
produce the iPhone, the construction of towers for the iPhone to work and
the building of stores to sell this device.

ENVIRONMENT: What happens to the old iPhones society does not want
anymore? How do we dispose of them properly so it has the less impact on
the environment?
Brenton Hawken 11538282 Due Date: Wednesday 19th August 2015
EMT203 Assessment 1 Technology, Design and Reflective Practice
PART C: 4.5.2: Produces quality solutions that respond to identified needs and
opportunities in each design project.

This article will help students develop an understanding of the nature of design
and the design process. By looking at the graphic of the changing iPhone, students
can see how over time a product evolves to meet the demands of society.

Activity: Have the students design heir own version of the iPhone on a piece of
paper. They choose what their iPhone will look like, what features and Apps it will
have and what materials their iPhone will be made out of. They must research and
explain why they have chosen to equip their iPhone with certain features.
Complete a draft before designing your final copy. From this activity, student will
learn to:
- develop and apply action, time and budget plans to their iPhone project
- identify suitable materials, tools and techniques for their design project
- apply a design process that responds to needs and opportunities of their
project. Students will need to justify why their iPhone designs have certain
features and how this responds to the needs and opportunities of society.
(Board of Studies NSW, 2003)
This source would be effective in the year 7 and 8 Technology mandatory
classroom because it is appealing to their age and interests. The start of high
school is when students begin to become more independent, and students may
already have or be thinking about purchasing a mobile device. This article is
successful in showing students that as per the nature of design and design process,
technology will continue to evolve over time and may prompt them to think about
the different possibilities available to them.
Brenton Hawken 11538282 Due Date: Wednesday 19th August 2015
EMT203 Assessment 1 Technology, Design and Reflective Practice
Works Cited

Board of Studies NSW. (2003). Technology (Mandatory) Years 7-8. Sydney, NSW,
Australia: Board of Studies New South Wales.

Bratasanu, D. (2015, August 12). You Are Not the Facebook User; You Are the Product.
Retrieved August 13, 2015, from The Huffington Post:
http://www.huffingtonpost.com/dragos-bratasanu/you-are-not-the-facebook-user-
you-are-the-product_b_7978104.html

Environmental Leader. (2015, June 4). Coca-Cola Produces Worlds First 100% Plant-
Based PET Bottle. Retrieved August 14, 2015, from Environmental Leader:
Environmental and Energy Management News:
http://www.environmentalleader.com/2015/06/04/coca-cola-produces-worlds-
first-100-plant-based-pet-bottle/

Fleer, M., & Jane, B. (2004). The relationship between science and technology. In
Technology for children: research-based approaches (2 ed., pp. 79-100). Frenchs
Forest, NSW, Australia: Pearson Education.

Kimbell, R., Stables, K., & Green, R. (2002). The nature and purpose of Design and
Technology. In G. Owen-Jackson (Ed.), Teaching design and technology in secondary
schools : a reader (pp. 19-30). London, RoutledgeFalmer.

Mccormick, R. (2007). Design Aspects. In M. de Vries, R. Custer, J. Dakers, & G.

Martin, Analyzing best practices in technology education (pp. 169-177). Rotterdam:
Sense Publishers.

Morrison, J., & Twyford, J. (1994). The nature of design : the origin and purpose of
design. In Design: capability and awareness (pp. 10-15). Essex, Longman.
Naughton, J. (2004). What is 'Technology'? In F. Banks, Teaching technology (pp. 7-
12). London, Routledge.

Naughton, J. (2004). What is 'Technology'? In F. Banks (Ed.), Teaching technology (pp.

7-12). London, Routledge.

Woollaston, V. (2015, January 20). Evolution of the iPhone: Animation reveals exactly
how the handset has transformed from 2007 to the present. Retrieved August 15,
2015, from Daily Mail Australia: http://www.dailymail.co.uk/sciencetech/article-
2918070/Evolution-iPhone-Animation-reveals-exactly-handset-transformed-2007-
now.html