BREAD IN MELBOURNE
Australia is a vibrant, multicultural country. One in four of Australia’s 22 million people were born overseas. Migrants make an enormous contribution not only to Australia’s economy but also to the diversity of culture, especially the rich and fascinating gastronomy. In every corner of major cities, it is easy to perceive distinctive smells spread from myriad restaurants, cafes and bistros. It could be the subtle scent of star anise and basil from a tasty bowl of ‘pho’, or the pungent fragrance of toasting Sichuan peppercorn from a plate of ‘mouth-numbing’ spicy Mapo tofu, or the savoury aroma of garam masala from a hot pot of chicken curry. However, despite of the abundance of food choice, bread, a gift from the West, remains the staff of life in Australian households.
In the project ‘Bread in Melbourne’, we would like to show what types of bread are most preferred by Melburnians and how they are made in the bakery. We have shot photos of bread making process from the beginning to the end and will create a digital photo book with detailed captions to tell our bread story.
- Production roles
– Truc Lam (Vietnamese): producer, photo editor.
As a producer, I am in charge of looking for shooting location, creating plan, organising shooting day, writing proposal after discussing with other team members, creating production schedule and ensuring that each stage of project will get done in time. In the past, I have been an event coordinator so I think I can handle this job. In addition, as I have a friend who is a professional baker, it is much easier for us to have a location and character for shooting. This friend also gives us a lot of information relating to bread and baking which will be precious material for our story’s content. Besides, I am also responsible for editing images using photo editing softwares such as Photoshop.
– Jingting Lyu (Chinese): photographer, social media producer
Jingting is working for a Chinese media company in Melbourne as her part time job so she is familiar with professional photography, that is why she chose to be a photographer. Moreover, she is voluntary to take charge of social media producer in English and Chinese. As she is a Chinese, she has knowledge about particular social media platforms in China which are totally different from my country Vietnam and Bangladesh.
– Shen Yixing (Chinese): photographer, photo editor
Yxing has a good sense of art and style. He used to take photos about his daily life with his professional camera and post them on his social media accounts. He also has talent for graphic design. Having Yxing as our ‘art director’ is an interesting experience.
– MD Yeasin (Bangladeshi): photo editor, content writer
Yeasin’s strength is his English level. He is the person who can communicate in English most fluently among us and he has been a teacher in his country. Therefore, he is in charge of content writer who prepares the content of photo captions to create an attractive story. He is new to editing but he wants to learn it as it is a necessary skills for his media career in the future.
- Production schedule
– Week 2: Choose type of digital story, build concept, assign roles
– Week 3, 4, 6: Choose shooting location, set up trial photo shoots (to get an idea of how things can turn out), discuss result of the trials
– Week 7: Submit digital story proposal and wait for tutors’ feedback
– Week 8: Start shooting and social media activities
– Week 9, 10: Edit photos, create content, keep going on social media strategy
– Week 11, 12: Show rough version for feedback, adjust to meet requirements, keep updating on social media accounts
– Week 13: Publish final version of product, share link of product on social media accounts
- Social media strategy
We aim to spread the project not only to RMIT friends and professors but also to audiences in our countries (Bangladesh, China and Vietnam). For that reason, we will use our existing local social media accounts and our mother tongues (Bengali, Chinese and Vietnamese) to post photos and information of our project. By doing so, we believe that we can attract more local and international audiences.
– In English:
As each team member already has their own social media accounts created in CMWP class (including Twitter, Instagram, WordPress), we will update on those platforms to target audiences who are our fellows and teachers.
+ Update the production process from shooting to editing, funny behind the scenes photos and memory.
+ Share feelings and experience when doing the project, it could be lessons they learnt during the production such as how to deal with irresistible issues, how they mastered editing softwares, what useful tips and tricks using in Photoshop, how to solve technical errors, what they learnt from real life of a baker in Melbourne, what are the differences between food culture in Melbourne and their hometowns, how to bake a loaf of bread, etc.
+ Use the same hashtags or tags in each post to gather relevant information: #CMWP, #breadstory, #breadinmelbourne, #foodporn (for photos of bread) or tag (on WordPress).
+ Share the link of final version of the project.
– In Chinese:
Popular social media in China are Weibo and WeChat.
+ Sina Weibo: this is a Chinese microblogging website with more than 200 million users (2015) . We can add hashtag in Weibo. It could be better if we use existing hashtags which are hot topics and themes in China. We can also add category to our project because it will help users find the project and repost it more easily. However, Weibo has a 140-character limited display (readers have to click on a link to see the contents of longer messages). Thus, we should post brief but attractive content with the link to our project or album to create eye-catching impression to readers.
+ WeChat: this is one of the largest standalone messaging apps by monthly active users. People who are addicted to social media in China used to spend a lot of time reading ‘Moments’ on WeChat so we can post our digital photo book there. One limitation of WeChat is that once we post something, it cannot be reposted and we do not know how many people have seen it. To solve the problem, we need to activate ‘Subscription’ function to keep updating the project regularly and people who are interested in our work will read new information regularly.
– In Vietnamese:
Vietnamese people use Facebook as their main social media. Another popular platform is Instagram. Twitter and WordPress, in spite of their lingering existence, have significant fewer users. Thus the strategy of social media in Vietnam focuses on Facebook users who love Western lifestyle, baking and food photography.
Vietnamese contents on Facebook and Instagram are similar to English ones. Hashtags could be added some which are translated into Vietnamese.
– In Bengali:
+ Somewhereinblog.com: this is a very popular social media in Bangladesh and its influence is very high to young people. It’s an open blog site so that no word or picture uploading limitation here. There are some extra facilities in this site, for example `searching, archive, comment and most visited post’ option that can be used for our story.
+ Amar Bondhu Blog: different professional people are the main audience of this site, specially chef and cooks. We also can do some post about our digital story in this site while the media is completely interactive so that we can get some comments and people can critic our story from this site. By getting different opinions from co users we can improve our ideas and get proper attention.