the medium is the message, and that is chàe.

Chàe Media was created by myself and my partners Emma Jenkins and Chelsea-Lee Bastable with the intent to inspire students and to get their talents out there by using chàe as a medium. We’ve broadened our website to not just be a place where our writers blogs can be found, but a place where all our content could be accessible.

The product or service we are offering to our targeted marketing of students, specifying more to females, is an aesthetically pleasing one stop digital medium for all “lifestyle” content (skincare, makeup, fashion etc.) but also a place to find study and mindfulness tips to balance out their young adult lifestyle. This relates directly to the concept of ‘The medium is the message‘, Lasswell’s formula says the message goes from the communicator through the channel (medium) then to the receiver which causes an audience analysis leading to the audience effect. We’ve tried to create our own medium here in our website. It is the channel in which the audiences are meant to receiver our content and also external creators.

We began early ideating by outline the differences with our original idea “Chàe Magazine” to transforming it into “Chàe Media”. In our early content we we’re happy with the audience’s interaction with the upgrade, but as time progressed, we found we had to narrow our content even more.

We we’re mainly female based in our analytics, so we figured a facelift was in order to reflect that, so we began prototyping. This actually happened very fast as we found a colour palette we liked and create new branding overnight

As a team we felt we couldn’t continue to keep pumping out the amount of content our medium needed so we brought on more writers and creators who would be able to just solely create content for chàe, whilst the three of us could focus on the design and organisation side of our new brand. What would assume would take a really long time in recruiting happened naturally and really fast so we we’re able to get delegating immediately.

Since gaining a team our “advertising” for the content we have been producing, our team is able to quickly share and repost immediately to their different followers which has made our interactions look more active than in the past. We had planned to make our YouTube page more active like our Instagram and twitter had been, but after COVID-19 pushed us into isolation we weren’t able to follow through with that plan.

What did go to plan, is the upkeep of our bi-annual magazine. We launched the 3rd issue of chàe magazine, with our new and improved look. We were able to see a noticeable spike from our medium “” where we upload the magazine. The only thing we aren’t able to find statistics on is how many people downloaded the PDF from our website.

We’re very proud of the moves we have made as a team and the progress that has happened to our ongoing project that is CHÀE MEDIA! You don’t get to control much content out in the media, but having created a platform like chàe for young people to showcase their abilities and find guidance online, makes the internet just that little bit more wonderful and hopeful.


week 11 | the price of content and privacy


Everyone’s on the internet, but how many people are actually concerned about who KNOW what you’re doing on the internet. How much “privacy” actually exists? I think the word, the meaning doesn’t exist.

As I mentioned in my last blog post, I think it’s clear once a person logs onto the internet the idea if remaining private is non-existent. In Zeynep Tufekci’s piece “Engineering the public: Big data, surveillance and computational politics” He discusses George Orwell’s 1984 and the model of control sought by these big systems and social media companies is not one of pure fear, as in the novel, but rather an infrastructure of surveillance for our world. An idea in which I discussed further in my group podcast.

While browsers, cell phone companies, corporate and software companies, and, as recently revealed, the U.S. government, accumulate extensive information about individuals, the depth and the scale of the accumulated data remains opaque and inaccessible to the ordinary person.”

week 10 | access permissions and ideologies of control

Is social media worth opening the gates to out information? Does saying no and turning of certain settings really effect how private our information is kept? Who knows.

But if social media users are willing to share all of their personal details to sign up for these sites along with sharing – their location, photos of them and their children or friends and intimate accounts of their daily lives and or struggles – surely they must not expect this information to stay private, or care if this information is shared.

According to a 2012 social media study at the Pew Research Centre in America saw 63% of adults socially present online say they maintain a profile on a social networking site – only 26% of this percentage said they restrict access to their profile say they take further steps to limit what certain friends can and cannot see.

If you’re willing to use the internet, the price you pay is your privacy. That’s how I see it. In our remediation we choose to discuss the debate on the ideology of control over your device.


week 9 | copyright

“when worlds collide… you can run… but you cannot hide”

This week for our remediation we wanted to discuss further the idea of copyright and copying ideas – The internet is a copying machine.

When a produser (content creator) creates certain content what makes it authentically theirs? How are we as an audience and producers ourselves meant to know what is in fact really someones original post and what isn’t. Are we to be naive and believe that most original posts are in fact “original”?

“Creators here and everywhere are always and at all times building upon the creativity that went before and that surrounds them now. That building is always and everywhere at least partially done without permission and without compensating the original creator.”
– Lawrence Lessig, Free Culture 2004

How does one put a “copyright label” or trademark on creativity, an idea or a thought. It’s a serious question, is it possible? Am I able to make sure that even if i have a small following or don’t have one at all – that all my ideas and creation will not be copied and taken advantage of.

Lessig, L. (2004). ‘Creators’, In Free Culture: How Big Media uses Technology and the Law to Lock Down Culture and Strangle Creativity (pp. 21-30). New York: Penguin

chàe beta

turning over a new leaf

The first thing I have to say about our beta progress with chàe is it’s a lot harder to get a hold on everything when in isolation. Having to adapt our plans with our new larger team has made things a bit difficult but we’re powering through and I’m very proud.

Our content has been more consistent than ever, since we post our writers blogs at least one or twice a week – which is accompanied by an Instagram, Facebook and Twitter post. The only thing we haven’t made a move on since the pitch is our YouTube channel.

In viewing our statistics its clear we’ve had growth. The disappoint part is the most growth we have had has been on our Instagram. All our platforms have grown in following but the interacting have been down on our twitter as well as a little bit on our Facebook page. The problem with being ALL online ALL the time, is we’ve lost track in interacting back with our following 😦 so that’s someone we NEED to work on through our creative process.

As mentioned in our pitch we’ve expanded our team and what’s been really beautifully wholesome out these very talented creative women is that they’re just as passionate about chàe and Chelsea, Emma and myself. The biggest change we’ve undertaken since the pitch, is a total rebranding. We’ve transformed chàe to be the best it can be by changing little aesthetic changes in writing and then changing the colour scheme. As a team we realised what out audience is, and what they’re more drawn too and we adapted our brand to be just that. Something that will drawn more of our audience in.

The next big step for us is the release of our third official magazine issue, which we’re aiming to get out into the world in June! We cant wait for what is coming up for chàe.

week 8 | i wish my life was like a movie

Society of the Spectacle:

“When the real world is transformed into mere images, mere images become real beings – dynamic figments that provide the direct motivations for a hypnotic behaviour
Guy Debord, The Society of the Spectacle, (2002 (1967))

I can’t be the only one who watched a show or a movie, and feels like they have to either morph into their favourite character of the show… or morph the people around me so I feel like I’m the main character in the show, because that world just seems better…. I hope it’s not just me.

✨🎀 💌 🌛🍃

The Society of the Spectacle suggested that consumerism was able to find people the satisfaction that they craved through buying new things and seeing new things. Our hyper reality encourages us to believe we need something rather than just want it. Seeing someone’s perfectly posed hour long photoshoot Instagram on your feed makes you believe that’s just everyday life. Even if it has been augmented. We’re chasing an impossible perfection. 

week 7 | the news frame on coronavirus

“Modern propaganda is a consistent, enduring effort to create or shape events” – Edward Bernays, Propaganda, 1928

Media Framing has the ability to organise our reality to change our perception (or create it) to tell us what it happening. It tells us before we know, what is the correct frame. It influences us in a deeper way than we can understand.

In relation to the News Frame the medias coverage on the coronavirus has had the ability to waver a whole nations understanding of what the virus even does or is. For myself even if i was hearing things saying it could be a hoax I still have the mentality to believe to was real but I was sensible about it, opposite to the way many media platforms have handled it. For our remediation Chelsea, Emma and I discussed on how FOX News influences the United States with their converage and News Frame.

week 6 | meme warfare

The Internet Paradigm – PART TWO Distributed Media and Meme Warfare. The way I understanding it is the media we as produsers share and create from the mass media are able to gain more ‘traction’ than mass media on its own. Controlling the way users connect with content out there in the Internet (culture) Paradigm and with each other is impossible. And Memes are bits of information replicated and transmitted from mind to mind which offer a systematic frame for interpreting reality. This is why organisations, such as the CIA, use memes and dissect them further to understand the way a population receives and remediates information. 

For my remediation this week my DA group ( Chelsea + Emma + Me) and I decided to make the most of Zoom and the social distancing by having a shot at recording one of our calls discussing our understanding of Memes and Meme Warfare.

week 5 | goodbye, monological media.

Monological Media. The way I see it; now, no such things exists, and it will never exists. In the Internet Paradigm media will always be used and reused and reacted to and shared – it will be MANY to MANY and never ONE to MANY again. 

In Clay Shrikys TED talk “How cellphones, Twitter, Facebook can make history” he explains:
First – phones gave us the one to one pattern of communication media
Second – Radio, television and written media gave us the one to many 
AND the internet had gave us MANY TO MANY as well as becoming the mode of carriage for all media – “every medium is right next door to every other medium
Everytime and new consumer joins, as does a producers because everyone has the same equipment. 

When continuing to make my DA I want everyone to interact with it – everyone could have the same idea as me. No one owns anything. I’m not just producing and broadcast a message I’m also collaborating with the public because monological media doesn’t exist anymore, only dialogical media does.

week 4 | the internet is a copying machine

Memes; “human culture – leaping from brain to brain via a process, in a broad sense, can be called imitation.” (Richard Dawkins, The Selfish Game 1976)

As we are all extensions of media and extensions of the mediums between the messages we send, we ourselves tend to extend messages and replicate them = meme culture and creation. “All life evolves by the differential survival of replicating entities.” Wherever there is life, there must be replicators, as Gleick simply puts it. As I read his article defining what is a meme I found this part really helpful in understanding meme culture:

Memes are complex units, distinct and memorable—units with staying power… an object is not a meme. The hula hoop is not a meme; it is made of plastic, not of bits… the physical manifestation, of a meme, or memes: the craving for hula hoops; the swaying, swinging, twirling skill set of hula-hooping. The hula hoop itself is a meme vehicle.”

In my own practise, i don’t “create my own” memes for BCM112 – I’m constantly using meme generators or taking temples from the internet… constantly taking and regenerating and duplicating and replicating what’s already out there. The internet is a copying machine.