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AUD on Marketing the Humanities
A submission to the 2016 4Humanities Student Contest
19/01/2017

How would you market the humanities? How would you change your marketing method for the worker bee who is tired and frustrated versus the shy red panda who isn’t quite integrated into the social fabric of society?
 
Dr. Ode Amaize, Professor of Marketing Communications at AUD charged his students with the task of branding the humanities as espoused by Douglas B. Holt in How Brands Become Icons –Principles of Cultural Branding (2004) and asked them to identify methods of reaching different publics in Franz Kafka’s The Metamorphosis (1915) – the AUD Reading Across Campus 2015 common reading book.
 

4Humanities.org is a grass roots organization started in the United States, Canada, and England.  The contest encourages students to make innovative projects that speak up for the value of the humanities in society by being creative in making high-impact projects in any medium or format for a public audience--for example: short essays, videos, digital works, posters, cartoons, songs, art works, short stories, Instagram campaigns, or interviews.


 
Aciel Awada, Maryam Habib and Tahmeed Omar  submitted their response to the assignment for the 4Humanities’ Shout Out to the Humanities student contest last year. Basma Choucri, a Visual Communication undergraduate student at AUD, assisted the team in the creative visuals.
They created a journal titled Spolu after the Czechoslovakian word for jointly, long, and together. Spolu addresses different audiences across three different eras in The Metamorphosis through a similar message of hope and freedom.
Read more about the project here.
 


From the press release
"Why are the humanities--e.g., the study of history, literature, languages, philosophy, art history, media history, and culture--important to you? To society?" These are questions that a new prize contest asks college students from around the world to answer in response to the recent drumbeat of pessimism about studying the humanities. Sponsored by 4Humanities.org - a grass roots organization started in the United States, Canada, and England, the contest encourages students to be creative in making high-impact projects in any medium or format for a public audience--for example: short essays, videos, digital works, posters, cartoons, songs, art works, short stories, Instagram campaigns, or interviews.
 
Started in 2010 by concerned scholars in several nations in the U.S., Canada, and U.K., 4Humanities.org is an international initiative whose scholars, students, and others work on advocacy for the humanities backed up by research on public perceptions and discussion of the humanities. It is backed in particular by scholars working in the "digital humanities" who  feel that today's digital and networked media offer promising new ways to enhance the  public understanding of the humanities and also to infuse the humanities themselves with fresh currents of thought and interest from the public.

http://4humanities.org/ 
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