Intercultural Design / Project 1
3.1.2022 - 23.1.2022(Week 1 - Week 3)
Chang Jia Yee / 0350402 / Bachelor of Design in Creative Media
Intercultural Design
Project 1 ： Proposal
LECTURE
Fig 1.1 Screengrab of lecture, week 1(3/1/2022)
Fig 1.2 Screengrab of lecture, week 1(3/1/2022)
Full version of lecture, please click here3 types of data collection
- Archive : data without researcher's involvement
- Elicited : co-created by researchers & members
- Fieldnotes : observational and reflective notes
Ethical Netnography
- Identify and Explain yourself
- Ask for permission
- Consult with experts/ look up credible references
- Informed Consent
- Citation, crediting
- Archive : data without researcher's involvement
- Elicited : co-created by researchers & members
- Fieldnotes : observational and reflective notes
Ethical Netnography
- Identify and Explain yourself
- Ask for permission
- Consult with experts/ look up credible references
- Informed Consent
- Citation, crediting
Culture and Us by Dr.Jinchi
- The external, or conscious, part of culture is what we can see and is the tip of the iceberg includes behaviors and some beliefs. The internal, or subconscious, part of culture is below the surface of a society and includes some beliefs and the values and thought patterns that underline that behavior (Hall,1976)
Fig 1.3 Screengrab of lecture, week 2(10/1/2022)
Cultural Frames
- Cultural frames refer to socially shared assumptions of the meaning of particular events and actions (Goffman,1974) through which individuals come to understand what is relevant for a particular time, place and community (Diehl and Mcfarland,2010)
- When you frame a culture, you are focusing on understanding a specific aspect of that culture, in a way how the participants of that culture assign meanings and then determine the appropriateness for your context.
- Cultural frames refer to socially shared assumptions of the meaning of particular events and actions (Goffman,1974) through which individuals come to understand what is relevant for a particular time, place and community (Diehl and Mcfarland,2010)
- When you frame a culture, you are focusing on understanding a specific aspect of that culture, in a way how the participants of that culture assign meanings and then determine the appropriateness for your context.
INSTRUCTION
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Project 1 : Proposal
At first, we need to choose a culture to study for this project. -Write 200-word rationale defining and interpreting the theme in relation to the culture and area of interest. - A minimum of 5 Preliminary ideas in detailed sketches
-Visual reference
Fig 2. Brainstorming idea in Padlet, week 1(9/1/2022)
These are the different cultures that we propose. We try to choose something which is out of the box. After each of us explained and discussed on our proposed ideas, we end up with the culture - "Toxic Masculinity".
Fig 3. References ,week 2(13/1/2022)
Preliminary Rationale I wrote
The essence of masculinity does not contain toxic. Toxic masculinity is caused by cultural phenomena. In this culture, the so-called toxic masculinity is brought into full play and becomes a weapon against those who are unwilling to accept behavior control through gender roles. This kind of violence is not inherent in the original society, but socialized violence. ( Healthline, n.d. ) In academic and media discussions on masculinity, the concept of toxic masculinity is used to refer to some cultural norms related to the harm to society and men themselves. Traditional stereotypes about male dominance in society, as well as related characteristics such as misogyny and homophobia, can be considered as "harmful", partly because they contribute to violence, including sexual assault and domestic violence. In a society that favors boys over girls, the socialization of boys often normalizes violence, such as the saying about bullying and aggression that “boys will be boys”. ( Vaibhavi Menon,2021)
After that, our group leader put together the rationale proposed by all of us and wrote out the final rationale.
Final Rationale
My Preliminary Ideas
At first, my idea was to design an object that could raise awareness of people, so I thought about making posters or short films. After searching for information on Pinterest, I found this interactive design, which is different from traditional posters or advertisements, which able to attract people's attention as well as achieve better publicity effect.
1. Interactive design
Fig 4. Inspiration from Pinterest, week 2(13/1/2022)
2 . Toxic Series Collection
Fig 6. Inspiration of this series of design, week 2(13/1/2022)
Fig 8. Sketch 2, week 2(13/1/2022)
Fig 9. Sketch 3, week 2(13/1/2022)
Other ideas from my teammates :
1. Interactive story
2. Fashion collection
3. Animated Poster / Scrapbook
4. Puzzle box
Please watch the following slides for detail design explanation👇
Proposal Slide :
Proposal Interpretation :
FEEDBACK
Week 2
Specific Feedback : Good ideas, discuss and figure out among the group to decide which is the most practical for the time frame given and carry on with it. Make sure there is a clear connection between the product and the purpose/theme, articulate it well, no space for doubt.
Week 3
General Feedback : Amend rationale to include the theme of "PURPOSE" as well. Can define purpose personally or use dictionary definition. Integrate purpose into the culture chosen and produce the rationale.
Specific Feedback : The main purpose is to raise awareness and educate. The research objectives and questions encompass the same intended outcome so it can be summarised into one or broken down according to group's preference. Remember that despite what we learn about the topic, in the end choose ONE MESSAGE to communicate through the final product.
REFLECTION
Experience
I think the theme we chose is very interesting, but it's a bit challenging to conceive a preliminary idea. Since it is an intangible culture, it will be difficult and challenging to design it. To be honest, at the beginning of thinking about the preliminary idea, it is not simple to create a meaningful and special design. But after two weeks of exploration and research, I am still satisfied with the idea i currently designing.
Fig 4. Inspiration from Pinterest, week 2(13/1/2022)
My idea of this interactive design stems from the design in the figure above even though it is not directly related to this culture "toxic masculinity". I thought it was very creative and interesting, it can be one way to indicate this culture.
Fig 5. Design Research from Pinterest, week 2(13/1/2022)
The core of this design is like liberating men and rescuing them from an over-constrained culture. By forcibly separating the two pages, the chain on the man's handcuffs will be broken, thus getting rid of the bondage and regaining freedom. This design can not only make users feel involved, but also make users “feel” the information through an interesting way instead of instilling it directly.
My idea is to criticise the influence of this culture on a boy and a man. Masculinity is bound to be what a mature boy should show, but it is ridiculous to divide boys too much not to do so-called "girls things". I named this series as "Toxic Series Design-Toxic Men's Standard Configuration". My idea is to design a series of designs that violating ergonomics and are miraculous from the items that symbolise men (such as wine glasses, ties, leather shoes, watches, western suit，etc), thus showing that this design is as unusable and ridiculous as the toxic masculinity culture. Let people realise that this old era needs to change, or it will be as illogical as these designs.
This series was inspired by French artist ,Jacques Carelman
Fig 6. Inspiration of this series of design, week 2(13/1/2022)
Fig 7. Sketch 1, week 2(13/1/2022)
This is a design that people can't drink the water inside，
which means an incorrect design, and it means nothing. Just like
masculinity if not used correctly, it means nothing.Fig 8. Sketch 2, week 2(13/1/2022)
Shoes are things that make people move forward. However, the design
of this shoe looks like a person walking backwards from the rear
perspective, implying that toxic masculinity is an idea of retrogression.
The handle of this cup is at the bottom. When you pick up the cup
and drink water, it seems that you are pointing your fist at
yourself (as shown on the right of the figure). It means that the
use of violence will also be harmed by it.
Other ideas from my teammates :
1. Interactive story
2. Fashion collection
3. Animated Poster / Scrapbook
4. Puzzle box
Please watch the following slides for detail design explanation👇
Proposal Interpretation :
FEEDBACK
Week 2
Specific Feedback : Good ideas, discuss and figure out among the group to decide which is the most practical for the time frame given and carry on with it. Make sure there is a clear connection between the product and the purpose/theme, articulate it well, no space for doubt.
Week 3
General Feedback : Amend rationale to include the theme of "PURPOSE" as well. Can define purpose personally or use dictionary definition. Integrate purpose into the culture chosen and produce the rationale.
Specific Feedback : The main purpose is to raise awareness and educate. The research objectives and questions encompass the same intended outcome so it can be summarised into one or broken down according to group's preference. Remember that despite what we learn about the topic, in the end choose ONE MESSAGE to communicate through the final product.
REFLECTION
Experience
I think the theme we chose is very interesting, but it's a bit challenging to conceive a preliminary idea. Since it is an intangible culture, it will be difficult and challenging to design it. To be honest, at the beginning of thinking about the preliminary idea, it is not simple to create a meaningful and special design. But after two weeks of exploration and research, I am still satisfied with the idea i currently designing.
Observation
From the information about toxic masculinity I have found so far, I suddenly found that these cultures did not only exist in the old life, but also many people (including the new generation of children) are experiencing the oppression and suppression of this unhealthy culture.
Finding
Because there was no group project in semester 1, I was still a little afraid of working with others this semester. However, through the current three-week cooperation, it is found that cooperation can greatly improve work efficiency, and everyone has his own advantages. People who are good at certain part are also very willing to do more in that aspect, which is one of the ways to improve efficiency.
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