Press Release from July 3, 2014:
PORTLAND, Oregon—Twenty students arrived early on Monday, June 23, 2014 for Journalism Jumpstart, a half-day, three-week intensive program through the University of Oregon’s School of Journalism and Communication (SOJC) and the Northwest Scholastic Press Association. Journalism Jumpstart affords high school journalism students the opportunity to learn about and sharpen their journalistic skills.
Jumpstart’s facilitator, SOJC’s Scholastic Journalism Outreach Coordinator, Dr. Karla Kennedy, visited local high school journalism programs to promote the program; resulting in over 20 high school students applying. Students applied from various Oregon high schools, as far south as South Albany High School.
“The goal of the program is for students to have completed ready-to-publish articles,” said, Dr. Kennedy. “We really want to coach them and give them tools that they can take back to their high school journalism programs. It might even get them interested in attending the SOJC for college.”
Kennedy hired Simone Myers and Symone Sparrow, two recent SOJC graduates, to coach the students through assignments that focus on interviewing, feature writing, news packaging, copywriting, editing and more.
“It feels good to be able to help these high school students with journalism,” Myers said. “There were not any programs like this around when I was in high school.”
The program is located in the University of Oregon’s George S. Turnbull Center in Downtown Portland. Students enrolled in Portland Public Schools (PPS) will be eligible to participate in the Earning Proficiency Credit for Work, Volunteering, Internship or other Extended Learning Experience program. All other students will receive a certificate of completion.
Over the course of three weeks, participants produced personality profiles, group surveys and feature articles. Our goal with these assignments was to give the students a more in depth practice of what they’ve learned thus far in journalism. Awards were presented to students for best personality profile, best feature story, and best survey.
1. Best Personality Profile –
By: Annalena Eckton, Cleveland High School, 11th grade
She trains and performs through Elite Dance Studio; a community she has been involved with for over ten years. A silver necklace dangles from around her neck that the company distributed to signify her commitment to dance for more than a decade.
“When I was about three years old my mom enrolled me in pre-ballet/pre-tap classes, and out of all the things she enrolled me in that is what I stuck with my whole life,” Tattoli said.
Tattoli is well-versed in styles ranging from modern to jazz hip hop, but her passion lies in contemporary lyrical and broadway jazz. According to Treva Bedinghaus on dance.about.com, “a lyrical dancer uses movement to express strong emotions such as love, joy and anger.” Broadway jazz, on the other hand, incorporates theatrical elements into the classic jazz style. “I feel like you can tell a story through dancing, whether it be happy, sad, or anything, you can feel that through dance,” Tattoli said. “It lets me reveal my identity to others.”
Taking a step away from the studio, Tattoli joined the JV dance team her first year at Westview High School, and she quickly advanced to assume the role of captain as a sophomore. The team celebrated a huge success after they won first in state that year; it was a memorable moment for her. “It made me feel important,” Tattoli said.
While she snagged a spot on the varsity team as a junior, she didn’t complete the season partially due to an injury, and partially because of a challenging social environment.
Being accepted onto varsity boosted her morale, however as time went on she did not feel welcomed by the other girls. She found that the team was divided into cliques, all of which she didn’t feel like she belonged in. “Last year was also a really tough year for me mentally, so it was best for me to quit the team and focus on schoolwork and myself,” Tattoli said.
She has been through numerous trials of self-acceptance to get where she is today. She combats anxiety and depression on a daily basis.
“Sometimes I will be so happy and bubbly, and other times I will be the most depressed person you will ever meet,” Tattoli said. “It really fluctuates with me.”
She experienced a major turning point after a brief admittance to the hospital. Surrounded by kids all fighting their own personal battles helped her discover who she is now, and why life is worth it. “Whenever I’m feeling sad I can dance my emotions out,” Tattoli said.
Dance is her outlet; something unremitting in the back of her mind that she always looks forward to. The studio is a safe place where she has the ability to dance freely without limitations. Rather than letting negativity engulf her she can release her true feelings while moving to the rhythm of the music. She is proud of herself for not giving up hope. “I always feel conscious when I dance, like I really belong in the world,” Tattoli said.
She discovered that she loved to help and instruct other girls. An inspirational person in her life is the woman who owns the Elite Dance Studio. “I think it’s amazing how she created the business and she’s been running it all these years,” Tattoli said. “I think her passion about wanting to get kids involved in dancing has helped me keep myself involved.”
She would like to continue with dance in the future, non-competitively, either performing for a company or becoming a dance teacher. “Dance is a very big part of my life, it keeps me going,” Tattoli said.
2. Best Feature Story –
By: Calli Storrs, Franklin High School, 11th grade
Margot Voorhies Thompson sat at a cluttered table in her light filled studio, fiddling with scraps of paper, moving her tools around and drawing on the table. Fluent in the art of printmaking, calligraphy, bookmaking, painting, and drawing, Thompson is keen to learn a new craft, even after five decades of creating art.
Thompson’s affinity for art had budded at nine years old, when her aunt had given her an Egyptian seal that commemorated special occasions. It had bloomed when Thompson received a scholarship in her sophomore year to attend Caitlin Gabel. There she heard Lloyd Reynolds, a well-known calligrapher, present a lecture on the history of the Roman alphabet. Now long after, she began studying with Lloyd Reynolds during her high school evenings.
The seal left its mark on Thompson, infusing her with a sense of how a language can be beautiful. “It probably isn’t that precious, in terms of its monetary value, but in terms of what it did to me, at that age, getting something that was that old was just off- the-charts exciting,” she said.
From there her fascination for calligraphy grew, as did her understanding of ancient languages and history. Sometimes her palette unconsciously echoes that of another artist, or the alphabet she chooses for calligraphy is one that is steeped in the past. Thompson even created her own alphabet and has been using it within her artwork for over thirty years.
“I deconstructed the Roman capital alphabet, the Capitalis quadratus, that’s the official name of it, which was the inscriptional upper case letter forms used by the Romans,” Thompson said. “They were more architectural. And I took the elements of those, and tried to break them into their bowls and lines and angles. Then I reconfigured them to my own sense of rhythm, how it could read like a language, but not be legible.”
This appreciation of language stems from her need to explore and understand the things in the world around her. The rhythm of the world around her, as well as her own rhythm, influences Thompson greatly in her artwork. Movement within her artwork and within herself is how Thompson creates her work.
When she begins creating her calligraphy, “the alphabet that you choose,” Thompson said, “is the first step in choice, and that dictates a kind of style and that style is going to be affected by your own natural rhythms, how you move your body across the paper with a pen; how you dip the ink, and once you make a stroke, you have to respond to the first stroke that you made, and then the rhythm follows out of those initial moves.”
Thompson executes and creates a piece of work through pattern and sensation. “The sound of a dipped pen being drawn across a piece of paper is just about the coolest thing,” Thompson said. “That’s very powerful, and it’s about your brain communicating to an exterior space, when you draw on a piece of paper. You’re taking it inside to outside. So that to me is truly rewarding, and whether it’s with a brush, or with a pencil, or the fact that you pick it up and put it down on the paper, put the idea down and just watch it build.”
Building her ideas is part of the process, as one of the things she loves about her art is that starting on a blank page is like “going on a journey” because “when you make that first mark, everything else has to be in response to each successive mark.” However, once she gets started, there is a sense of structure that accompanies her art.
“I like the combination of structure and not structure, so in some ways I take those standardized forms, either the scroll form or the book form, and then I like to acknowledge it’s history, but then also do something completely new and expressive that might be totally abstract, and usually is totally abstract on top of it, so it has a subtle structure with a lot of change,” Thompson said.
While her structure is underlying, a current theme is branching. Working on her fifth video, Thompson has found branching and rhythms in her calligraphy and drawings. Much of her video is about the rhythms in nature and the similarity between the branching of trees and the branching of letters and calligraphy.
A large part of Thompsons’ artistic sense is how things are connected, like how the branching of trees and letters are connected. With the many crafts and mediums that she can work in, connecting her work together is an adventure. Making connections “between one exploration and another” is part of the fun. Thompson said, “I like to work in a groove, but not always the same groove. I like to kick up the dust a bit and see what happens next.”
Figuring out how to combine and connect all of her roots in each of these different mediums has been a thrilling challenge for her. With knowledge in ceramics, basket weaving, and animation alongside her background in multiple crafts, Thompson hasn’t lost her appreciation for learning new things. “I get this kind of excited feeling when I want to make something that I haven’t ever seen before and I know that I’ve never made before, and that makes me want to figure out how to do it, and that’s really inspiring to me. I love that excited, slightly uncomfortable feeling.”
Social Media Survey:
A survey of 131 participants conducted in downtown Portland shows Facebook’s popularity increases with age, jumping from 25 percent of children under 13 to 52 percent of people over 45. Instagram’s trend is reversed, with 50 percent of teens having accounts compared to zero percent of people over 45.
“I think older people like Facebook so they can keep up with their younger grandkids and younger family members,” Mick HanglandSkill, Milwaukie Academy of the Arts senior, said.
On a scale of one to five, with five being most important, participants rated social media an average of three for personal importance and two for work importance. Participants between 19 and 25 and over 45 rated social media’s importance a three for work. For personal importance, most age groups gave social media a three, with teenagers aged 1418 giving social media a four.
“I think it’s pretty obvious that teenagers like social media more than anybody else, but now we have data to prove it,” Andrew Nguy, David Douglas High School senior, said. “What wasn’t as obvious was what teens used to access social media.”
The devices used to access social media differed by age as well. While 100 percent of participants under 13 reported using a desktop computer to access social media, only two percent of participants between 14 and 18 did so, preferring mobile devices. Mobile devices are most popular with participants between 14 and 45, with 39 percent of participants over 45 preferring laptop access. In total, mobile device is the most popular way to access social media, with 46 percent of participants using it, followed by laptops, which makes up 28 percent of responses. Desktops come in last, with 13 percent of social media users using them to access social media, while tablets comprise 14 percent.
“As we interviewed different people, we noticed that the majority of them access their social media on a mobile device,” Karina Santacruz, Franklin High School senior, said.
The survey showed men preferred textbased social media like Facebook, Google+, and LinkedIn while women preferred imagebased social media such as Instagram and SnapChat.
Amongst the social media competitions, conglomerates created through Facebook’s acquisition of Instagram and Twitter’s purchase of Vine have changed the playing field. By including subsidiary companies, Facebook takes 51 percent of social media users while Twitter takes second with 17 percent.
“I think our discoveries have proved a lot of people wrong because I believe many people think that only younger generations use social media,” Hailey Dowden, Gresham High School sophomore, said.
A smartphone can be defined as a “device that combines a cell phone with a handheld computer” according to dictionary.com, and the result of a downtown Portland survey shows that 60% of the surveyees favor their iPhone over all other devices. The survey consisted of 150 pedestrians all within a one mile radius of the new Apple store near Pioneer Square. Among all of the smartphone users, the Apple iPhone came out on top as the most used device.
Now that the iPhone has been surveyed as the favorite device by many people in downtown Portland, as a society moving along in the technology age it is critical to step back and ask ourselves why we got that result.
According to a study done by CNET, a product and tech review site, the iPhone popularity is coming from all versions of the iPhone models attracting a wide array of buyers.
Since there is a wide variation in the people that buy and use iPhones, it is critical to understand that the audience seeking to buy iPhones is everyone. Out of the people surveyed there were age groups of 0-13 to 45+, and each group contained iPhone users.
iPhones are becoming more popular since in this fast paced world, we need devices that can come along with us. A laptop, or even a tablet, cannot contain all of the moving pieces that we need today.
Smartphones, and particularly iPhones are the only technology devices that contain all aspects of media and technology use: call, text, email, computer use, camera and extra applications.
Citizens age 45 and up frequently indicate that they have minimal expertise in using novel technologies. One significant component of the “digital divide” is age (Seleyn, 2003a). Having lived many years in a world without the internet, older adults have a tendency to perceive the internet as a non-essential.
Over 150 citizens in downtown Portland participated in our survey for novel technologies. This survey was promoted to assess their perceived performance and preference. Four age demographics were surveyed: ages 0-13, 14-21, 22-45, and 45 and older.
Keep in mind that individual and environmental factors influence the consumers’ behavior. Often, the consumer will purchase the goods and services which they want others to accept. Behavior is therefore determined by the individual’s psychological makeup and is influenced by others. In summerationzation, all age demographics, buying a popular Apple product is most accommodating.
“Apple has ingenuously built a sense of belonging for its consumers – of setting them apart with its distinctive aesthetics,” according to Forbes. “It creates a family for its users defined by the recognisable brand ‘look’ and incomparable, consistent ease of use across its entire product range.”
Whether Apple is the best technology company in the nation or not, 60% of teens and adults favor their devices because the brand is broadly known. Apple’s customer demographics span anywhere from children playing angry birds to seniors who constantly need help finding the lock button, yet regardless of age and background they revert to Apple. As the data collected from Portland pedestrians revealed, the self rating of personal technology expertise suddenly became inconsistent when those surveyed were ages 45 and up. Even those who rated themselves a one or two on the scale said iPhone was the device of choice. Why is this?
“Apple shows customers how their products can improve their lives. The iconic iPod commercials are a classic example—rather than talking about memory space, or sound quality, or the intuitive menu design, Apple emphasized how pleasant it was to be able to listen to your music at the gym, or on the bus, or when out for a jog,” according to Celebrity Branding Agency.
“The focus isn’t on what their products can do—the focus is on how they add value to the lives of their customers.”
Apple is more than the manufacturer of popular gadgets, they are a prime example of an excellent marketing strategy.
In January of 1977, Apple investor and advisor Mike Markkula created a 3-point marketing doctrine, which is still used today. The policy consists of three important points: empathy, focus, and impute.
Empathy is used towards the customers – one of Apple’s biggest priorities – making the customers happy with easy-to-use devices and well-trained, friendly and patient Genius Bar workers.
Focus simply means to stick to one focus; for example, when Apple recently released the iPad Mini, they focused all of their time on the one product, to make it the best it could be.
“We must eliminate all of the unimportant opportunities,” Markkula said of Apple’s focus. Imputing – meaning ‘to attribute’, has also been of importance in Apple’s 3-point strategic marketing plan, saying they will impute all the desired qualities into each of their devices, and even present their products in a casual, laid-back manner.
Apple’s marketing strategy has a large involvement in customer services – aiming to always aid customers completely and correctly through their Genius Bars.
One setback of Apple’s products affect many Apple users daily – the seemingly quick and easy breakdown of a device. Apple spends much of their time creating and releasing updated versions of older devices, and the older ones are known to work less effectively around the same time as the new model revealing, forcing consumers to purchase the new product in order to stay with the trends (and the highest quality device).
Apple’s additional products seem to fall short as well – literally. The charging cords for Apple devices are much too short to reach certain outlets, causing some consumers to purchase extra cords in order to simply charge their device.
Is Apple taking advantage of making money? According to Celebrity Branding Agency, “By deliberately running out of stock, Apple is able to create a perception of scarcity and value.” Scarcity and value – two desired traits of Apple’s persona. Scarcity brings to the table a seemingly rare trait that is desired by businesses – most businesses allow an overflow of stock for their consumers.
Apple has certainly planned out their marketing strategies and branding techniques to create a highly successful business, as Apple is the preferred brand for over 50% of Americans every day.