Research Question:

‘We all have the same 24 hours': exploring the prevalence and impact of 'hustle culture' amongst young people.

Objectives:

This research project aims to build upon Molly Mae’s statement ‘we all have the same 24 hours’ from The Diary of a CEO podcast in order to form a greater understanding of the phenomena of hustle culture which is being promoted through social media platforms to young people. Throughout this research the presentation of hustle culture through media forms such as social media, podcasts, and advertising campaigns will be studied to understand how this phenomena is being shown to young people. This research aims to explore what hustle culture is and the implications it has on individuals and in wider society. Hustle culture itself is the idea that there is always more to strive for, encouraging a continual cycle of hard work. A case study of Nike’s emotional marketing and advertising campaigns will enable an understanding of how hustle culture is promoted to a global audience in the frame of sport. Researching into their slogan of ‘Just Do It’ and also campaigns used to highlight the achievements of top level athletes to inspire their consumers will be integral to exploring the prevalence of hustle culture in modern society. Therefore, researching into the presentation of these ideas in society and through social media messaging is significant in understanding societal behaviours and projecting the patterns of future habits. 

Project will follow these steps:

1. Literature review surrounding the concept of hustle culture and its presentation or implications within society. Throughout this I will use traditional sources such as journal articles, reports, and news information. However, due to the prevalence of information about hustle culture primarily stemming from social media platforms an essential section of my methodology will be focused around looking at the presentations of hustle culture throughout various media sources. I believe I will get valuable information from social media and podcast platforms as well and will therefore search key words of this project in order to find varied sources surrounding this topic. 
2. Literature review based around serious leisure and its prevalence in the day-to-day lives of individuals which will inform how the presentation of hustle culture manifests into people’s lives external to working environments. 
3. Research into the conception of Nike through podcasts, journal articles, and books. This will enable research into advertising campaigns that have presented hustle culture to a global audience allowing for analysis on its presentation in public discourse. 
4. Compile and condense research into a research essay and a research poster to present my project and the findings.