Intercultural Design - Project 1

04/01/2021 - 25/01/2021 ( Week 1 - Week 4 )
Avery Ong Xuan Ting / 0344462
Bachelor of Design (Hons) in Creative Multimedia / Intercultural Design
Project 1 - Proposal

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INSTRUCTION

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LECTURES

Week 1 / Netnography :

Week 2 :

Week 3 :

Guest lecturer:

- Mr. Abdul Munir Yahya (Fashion and Craft designer, speaker)

- Dr. Emelia Ong (University Malaya Cultural Center lecturer, artist, design practitioner)

Week 4 :

Proposal group presentation.

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PROPOSAL

04/01/2021 ( Week 1 )

The general theme for this project is “Framing”. We should study a cultural phenomenon, or a particular

subculture, and “frame” our study within the chosen theme to convey the interpretation/adaptation of the culture without having to alter the actual facts as the same information is used as a based.

For this project, we need to prepare a Powerpoint presentation (5 minutes per person) of the proposal that contains:

• 200-word write-up defining and interpreting the theme in relation to the culture where the study trip will take place. (Citation is necessary as evidence to the research.)

• A minimum of 5 preliminary ideas in detailed sketches, each with a rationale.

• Visual references (visuals that inspire/influence those ideas).

• Reference list

• Picture credits

We are required to form a group with 5/6 peoples. However, I was forming a group with Rachel, Yan Shan, Jia Yang, Weng Shan and Ivy.

We created a group in WhatsApp for discussion. First of all, we need to choose one theme from the list below and indicate a specific culture.

1. Preservation

2. Revival

3. Sustenance

4. Assimilation

5. Trends

The theme we chosen for this project is REVIVAL.

07/01/2021 ( Week 1 )

For today class, we need to prepare some question/query for this session. Our group have come out with many ideas like Chinese traditional clothes, drama, Kung Fu and more. We put all the things we had discussed into Miro.

fig. 1.0 ; ideas

The final topic we had chosen was Chinese Tea Culture.

13/01/2021 ( Week 2 )

We have no class today because it was group discussion slot. We discussed in Discord and started to prepare our proposal for next class. However, we created Google Docs. and slide to put in all the information. 

fig. 1.1 ; first draft 

fig. 1.2 ; discussion in Miro

Lecturer's Feedback:

Under consultation with Dr. Jinchi, she suggested that we think about the target audience and how to integrate into their modern culture. She pointed out that the important thing is to indicate which younger generation because Malaysians are very separated from each other, how can we promote tea culture to non-Chinese people? Dr. Jinchi also introduced two places with tea culture for us to do reference or research so that we can get some ideas from them. Next, Dr. Jinchi modified the research objective and question we proposed, which allowed us to get broader ideas and perspectives to make designs. Finally, Dr. Jinchi asked us to consider multiculturalism, not just focus on thinking about Chinese, and do more research to support our objective.

20/01/2021 ( Week 3 )

We had a discussion in Zoom to come out with some ideas and write the 200 words rationale together. However, we put in all the information and everyone's idea in Miro first then choose three to present in tomorrow consultation class.

fig. 1.3 ; second draft

Following the MIB, we need to present our proposal next week and the submission is a Powerpoint presentation. Thus, after we confirm all the information in Google Docs. and Miro, we created a Google Slide and put in all the information for the submission.

fig. 1.4 ; Presentation Slide (1)

Lecturer's Feedback:

25/01/2021 ( Week 4 )

After receiving the feedback from Ms. Jinchi, we had a discussion on weekend again to revise the slides and Google Docs and prepared for the Monday's presentation.

Our presentation is 10 minutes + 5 minutes of feedback/ Q&A. All slides submission (both versions; presentation + full research slides) will be due Monday regardless of your presentation date. Dropbox link will be shared on Monday for group leaders to upload. 

fig. 1.5 ; presentation slide

fig. 1.6 ; final (Google Docs.) 

Lecturer's Feedback:

After the presentation, we received comments from all the lecturers. First of all, the lecturers gave their opinions on our target audience, as Dr. Jinchi mentioned before, let us try to make it more globalized. Lecturer also mentioned that he was in Tokyo and experienced Japanese tea culture, and said most older civilizations has some kind of tea culture but every generation wanna stay away from the older generation, which is why older tradition is dying away. We need to think about if we want to speak to

youngsters, how could we do that? or maybe can expand them into something digital, or something that is appealing to our target audience. Our target audience is drinking tea, but not the tea that we want them to drink, they are drinking Tealive, Chatime, Starbucks tea, etc. The lecturer said this idea parallels with Malaysian because Malaysian spend a lot of time on yam cha or in Kopitiam. We need to expand the idea and study why the tea tradition is still alive in English culture but not in other cultures.

Finally, the lecturer also mentioned Malaysia has a very good tea culture: Teh Tarik, but how do we utilize the Tarik culture and include them in the traditional tea culture.