Practice-Led Research


The Issue

´The Issue´ is a weekly web series discussing the issues concerning you. The first episode will focus on the effect the penalty rate cuts will have on immigrants in Australia.


Our group consists of Dylan, Jason, Jeremy and myself. Our Digital Story is about The Fair Work Commission´ penalty rate cuts and how it´s going to affect immigrants.

According to unions, the decision will affect around 700,000 workers, including some of the lowest paid who need the penalty loading to survive.


An issue we´ve had regarding this assignment is how to angle the story and make the penalty rate cut strongly and solely about cultural difference. At first, we wanted the focus to be on how the cut will affect youth because cutting Sunday penalty rates will hurt young people the most (Daly 2014). After a discussion with our tutor, it was clear that we needed a stronger cultural focus/aim. Therefore, we decided to make the documentary about how the cut will affect immigrants. People from overseas take up a good percent of the jobs in retail, hospitality and fast food industry in Australia. Therefore, it´s a group that will get affected badly by the cuts.

It is hard to find data, let alone any information about immigrants in the work field. The information I´ve gathered is mainly looking at gender and age. The cut will worsen the gender pay gap.

According to The SDA, Australia’s largest union, cuts to penalty rates will hurt women the most (2017). In the article ´how the penalty rates decision hurts women´ published in The Sydney Morning Herald, Caitlin Fitzsimmons writes “A cut in penalty rates isn’t anything to do with equalising Saturday and Sunday and whether or not we go to church on a Sunday. It’s actually just a pay cut for young people and women.”

A big issue for us is to find data that supports what we already know; foreign workers are going to suffer from this. Even though everyone in the industry gets affected by the cuts, the younger generation and women will struggle the most. Our biggest task/challenge will be to find the right interviewees for this story. And actually having to find the information by interviewing people and the unions.

We´re going to solve this by contacting the unions and talk to immigrants who is affected by the cuts to gather our own data, looking at different Visa holders and in which industry they work.



Daly, T. (2014). Evenings, nights and weekends: Working unsocial hours and penalty rates. Available: Last accessed 10th April 2017.

Fitzsimmons, C. (2017). How the penalty rates decision hurts women. Available: Last accessed 11th April 2017.

Gartrell, A. (2017). Penalty rate cuts to hasten “mass casualisation” of Australian workforce: report. Available: Last accessed 10th April 2017.

Jager, C. (2017). Sunday Penalty Rates Slashed: How Will It Affect You? Read more at Available: Last accessed 10th April 2017.

-. (2017). About the penalty rates case. Available: Last accessed 11th April 2017.

-. (2017). About the SDA. Available: Last accessed 10th April 2017.




How Men and Women are Being Targeted Differently Via Facebook Ads

Facebook ads tend to lean on demographics. You can create different ads for different age groups and genders etc. In this post, I will talk about how some Facebook ads specifically target gender.

Facebook users are 76% female (out of 100% of all females) and 66% male (out of 100% of all males) worldwide.

There are two things you need to provide when you sign up for Facebook; your age and your gender. By providing this you´ve already done the ´dirty work´ for the advertisers. Now, all they have to do is simply to focus their ad towards, in this case, a 26-year-old female.

16 Million local business pages have been created as of May 2013 which is a 100 percent increase from 8 million in June 2012. Facebook marketing has transformed how business is conducted, and its use by local businesses to extend their markets continues to explode.

I started noticing how the ads in my Facebook newsfeed were different to the ones in my partners. I get spammed with sponsored ads focused on clothing, health and lifestyle products. Typical “Girly stuff” that I´m not overly interested in, and from pages, I don´t like. Therefore, I´ve come to the conclusion that these ads are targeting the female gender (and perhaps my age group as well). The suggested and sponsored ads are not a product of cookies but are gender specified, which is a pretty easy process if you want to promote your own brand on Facebook. But does it really work? Personally, I never click on the ads. Simply because they don´t interest me a bit.


My partner, on the other hand, gets all the ´cool´ ads, AKA the typical ´manly´stuff. Which focus more on speed, travel, and adventures:




-. (2017). Choose the people who you want to reach. Available: Last accessed 31st March 2017.

-. (2017). The Top 20 Valuable Facebook Statistics – Updated April 2017. Available: Last accessed 1st April.

YouTube as an Online Marketing Strategy

You can trace video marketing as an SEO tool back to May 16th, 2007 – the day Google introduced “Universal Search.” (Forno 2014). According to statistics, there are over 1 billion YouTube users. In other words; It might be wise not to undermine YouTube as an Online Marketing Strategy.

image source-

Image source

Videos are more engaging

Video converts better and it is easier to do SEO for videos because people tend to click on the video, rather than the web page. The main advantage of video marketing is that it´s much easier. With website SEO, you have to be patient and you have to maintain and constantly update your content. But even if you do that correctly, it will take several months before your website starts showing up on the first page of Google.

Another upside with YouTube is that its design is already mobile friendly, so you don´t have to worry about that part.

As marketers increasingly produce their own video content, they are making it for YouTube, not for TV (Learmonth 2010).

“When successful brands look at the online resources, tools, and platforms they have at their disposal, YouTube always surfaces to the top. For the past 10 years, it has solidified itself as the premier host for visual content and perhaps the single most valuable marketing channel on the web. It can easily be integrated into other existing strategies and is so flexible that businesses can use any number of marketing techniques.”

Cisco predicts that by 2019, video will be responsible for 80 percent of the global internet traffic. I think most of us are aware that it is constantly on the rise.

Whether it´s through a simple Google search, on Facebook or straight from the main source; Youtube itself, I watch my content of interest every single day. I get my fix through YouTube; News stories, Web Series, Documentaries, Funny Cat Videos- the list goes on.

The world of media is constantly evolving and we as content makers have to keep up.

I probably should have made a Vlog instead…



Edwards, S. (2015). Successful Brands Use These 4 YouTube Marketing Strategies. Available: Last accessed 31st March 2017.

Forno, S. (2014). How Video Marketing Creates Immediate SEO Results. Available: Last accessed 31st March 2017.

Learmonth, M. 2010, “HOW YOUTUBE MORPHED INTO A MOVIE-MARKETING DARLING”, Advertising Age, vol. 81, no. 8, pp. 36.

Marshall, C. (2015). By 2019, 80% of the World’s Internet Traffic Will Be Video [Cisco Study] Source: By 2019, 80% of the World’s Internet Traffic Will Be Video Available: Last accessed 29th March 2017.

Sullivan, D. (2007). Google Launches “Universal Search” & Blended Results. Available: Last accessed 31st March 2017.

-. (2017). Statistics. Available: Last accessed 31st March 2017.

-. (2016). White paper: Cisco VNI Forecast and Methodology, 2015-2020. Available: Last accessed 31st March 2017.