BRIEF

Social media addiction is a behavioral addiction characterises by being overly con-cerned about social media, and becomes problematic when an individual sees it as a coping mech-anism to relieve stress, loneliness and depression. The excessive usage of social media may result with low self-esteem, social pressure and comparison, ignoring real life responsibilities and wasting time. Hooked, a frame by frame animation supported with an awareness campaign, raises aware-ness to the individuals’ social media usage and encourages people to engage more with the real world.

RESEARCH

During the research process, I found that the interactions people get through social media boosts the dopamine release and activates the individual’s reward system inside their brain. This action creates an addictive loop; the more users interact, the more they become addicted, hooked to their screens. The individuals that have access to digital devices are mostly adolescents. An average adolescent spends nearly 2.5 hours on social media everyday. Their digital interactions slowly transform into an addiction and mostly don’t translate into the real world.

Eating disorders can occur in each body, in all genders, and every period of life, unlike the common misbeliefs. Thus, individuals with eating disorders cannot be identified due to their body shape.

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FUNCTION

Hooked uses strong visual metaphors in order to direct the viewers to their own consumption, by creating a visual language based on irony. By visually explaining this problem that surrounds every one of us, I aim to ensure that every individual in society becomes aware of the digital world’s dan-gers, to prevent excessive usage of social media and the possible physical and mental problems it may cause. Improving the balance between digital and real life interactions may help individuals replace their wasted time with necessary responsibilities. As promotional elements, the AR posters and Instagram posts will convey the message of how addictive usage of social media interactions have an effect on individuals’ daily habits and the ways for improve these relations.

CONCEPT

To give the idea of focusing on real life responsibilities and forgetting about the interactions we ex-perience through social media, Hooked reveals situations that we all encounter on a daily basis, to address how important it is to remember, protecting an individual’s physical and mental health is, by protecting the balance between digital and real life interactions. With the help of the animation and visual metaphors used in AR posters, Hooked aims to reach individuals and create awareness for future social media interactions. Once again, the campaign ensures that no matter how it looks from the outside, we must protect the interactive values we get from each other by forming bound-aries between us and the digital life.