Intercultural Design / Task 1: Proposal

04.01.2022 - 21.01.2022 (Week 1 - Week 3)

Abigail Kartika Darmowinoto / 0350525 / Bachelor of Design in Creative Media
Intercultural Design / Taylor's University 

Task 1: Proposal

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LIST

• Lectures
• Instructions
• Exercise
• Feedbacks
• Reflections

OTHER POST:

• Intercultural Design / Task 2: Data Collection
• Intercultural Design / Task 3: Final Project

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LECTURES
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Week 1
(03/01/2022): Introduction & "Netnography" Lecture

We have 5 lecturers who started to gave us some lectures; Mr. Azrail, Ms. Jinchi, Mr. Charles, Mr. Vinod, Ms. Anis. At the first day of Intercultural Design Class, we were introduced to Intercultural Design MIB with Mr. Azrail. We also gather on a group. 

We were briefed on a lecture about culture by Ms. Jinchi. Briefly, culture is not just a traditional practices, but culture is more than that, it's more about people live and dynamic.

https://drive.google.com/file/d/177PQjKSIsgjP9OgI3oLI9-ZwkVy-0pj2/view?usp=sharing

LECTURE 1: NETNOGRAPHY
(by: Mr. Charles)

Then, in the second lecture, Mr. Charles introduced us on about ethnographic and netnographic.

Ethnography, what's the point?

• First hand experience
• Participatory
• Face to Face
• Onsite
• Observational

Netnography Approach:

fig 1.1, Netnographic Approach, Week 1 (03/01/2022)

Data Collection:

fig 1.2, Data Collection, Week 1 (03/01/2022)

          To note:

• Always cite everything online, because they're not yours.
• Comments, feedbacks from social media considered as data.

Netnography advantage:

• High scope of potential valuable data
• Overcome geographical limitations
• Data is naturally occurring
• Opportunity to discover unexpected things
• No need to be face to face
• Contemporary

Netnography disadvantage:

• Largely empirical not contextual
• If not familiar with online platform, researcher may use irrelevant online platforms.
• Time consuming, more chance of invalid data.

Point:

fig 1.3, Netnography Nutshell, Week 1 (03/01/2022)

Week 2 (10/01/2022): Proposal Example & "Culture and Us" Lecture

Mr. Asrizal gave us an example of the proposal that we have to make, after that, we were asked to watch Ms. Jinchi's lecture about culture.

LECTURE 2: CULTURE AND US
(by Ms. Jinchi)

fig 1.4, Culture as An Iceberg Form, Week 2 (10/01/2022)

So, what's culture?

• Culture is the cumulative deposit of knowledge, experience, beliefs, values, attitudes, meanings, hierarchies, religion, notions of time, roles, concepts of the universe, and material objects and possessions acquired by a group of people in the course of generations through individual and group striving.
• Culture is a way of life of a group of people - behaviours, beliefs, values, and symbols that they accept, generally without thinking about them, and that are passed along by communication and imitation from one generation to the next.
• Culture is a symbolic communication. The meanings of the symbols are learned and deliberately perpetuated in a society through its institutions.

Example of culture:

fig 1.5, Example of Culture, Week 2 (10/01/2022)

Layers of culture:

• National Level (nation as a whole)
• Regional Level (ethnic, linguistic, religious difference as a nation)
• Gender Level (female, male)
• Generation Level (grandparents-parents, parents-children)
• Social Class (difference in educational opportunities and occupation)
• Corporate Level (Culture of an organization)

Cultural Frames:

• 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 framing a culture, it means to focus 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.

Significance:

• In line with UNESCO intercultural education
• Learn to know, to do, to live together, and to be

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INSTRUCTIONS
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https://drive.google.com/file/d/16WukZsHIs5fSNv3PDmdFP6hzC0_BrM7u/view?usp=sharing

https://drive.google.com/file/d/14safAe6lz_I4cStbLC2kOb79N22v6WsM/view?usp=sharing

Requirements

• The general theme is “Purpose”.
• In your group, select a particular culture in society and brainstorm to identify an area of interest you wish to highlight on or bring awareness/attention to that culture.
• Conduct some research about the culture and the specific area you have identified. 
• Produce some preliminary ideas on how you will apply your knowledge and creativity in design to communicate your message to an audience. Each idea is to be supported by a short rationale. Conduct visual research to help expand your idea generation.

Submission 

• 1 Digital Submission (in one PDF File) in TIMeS:
• A deck presentation of the proposal that contains: 
• A 200-word rationale defining and interpreting the theme in relation to the culture and area of interest. 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

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EXERCISES

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GROUP 18: Rock and Roll Music

Supervisor : Mr. Vinod

TASK 1: PROPOSAL

Week 1

(03/01/2022): Finding Topic

On the first week, 3 January, we share out each of our interest. 

fig. 2.1, breaking down interest, Week 1 (05/01/2022)

There're various of topic to be chosen, so we broke down it into smaller part; music or architecture and design. Then, music won the vote.

fig. 2.2, breaking down interest, Week 1 (05/01/2022)

We broke down our topic, what music? what type? etc.

(07/01/2022): About Rock and Roll 

One of the seniors, Hussain, shared a video to make everyone familiarize with Rock and Roll topic.

• VIDEO REFERENCE: https://www.youtube.com/watch?v=fXyRxZTuOYU&ab_channel=Micha%C5%82Leonczuk

fig. 2.3, breaking down interest, Week 1 (07/01/2022)

(09/01/2022): The 5 Preliminary Ideas

This is the first meeting with our supervisors. Briefly, we need to think of 5 preliminary ideas with sketches and rationales. So, we planned 5 topic to go on:

1. Fashion : Lene
2. Instruments : Devina, Ayaan
3. Album Art : Hussain
4. Symbols : Abigail
5. Sounds and Lyric : Haura 

We divided our tasks. I worked on symbols. First, I searched on Google of popular symbols of Rock and Roll, There are some symbols that are popular from rock; the lightning bolt, which was popular because of AC/DC, the tongue and lip logo by Rolling Stone which was popularized by Mick Jagger, and the hand horn which became very popular because of Ronnie James Dio then adapted from heavy metal culture. 

I think it was very wide and too much variety, so I focused on the most popular one, hand horn.

Thus, I started to create my moodboard and sketches:

fig. 2.4, hand horn, Week 1 (07/01/2022)

I just brainstormed the concept. I actually didn't know on how the idea will be, then, my senior, Haura suggested to make tattoo from the symbolism. 

Week 2

(12/01/2022): Specifying Ideas

Today is the consultation hour with Mr. Vinod. He said we need to be more exact and clear about our ideas.

The night after that, we conducted an emergency meeting, we broke down our current 5 ideas into more specific ideas. The output of that are:

1. Fashion : Lene
2. Phone Case : Hussain
3. Virtual Experience : Devina, Rationale : Ayaan
4. Tatto : Haura
5. Miniature Band : Abigail, Rationale : Chew Hui Ying

During the meantime we started to finalize our ideas and slides.

Week 3

(20/01/2022): Final Presentation and Recording

In this day, we end up with a final slides for the Proposal section. After that, we started to record the presentation. This is the final slides for proposal phase:

fig. 2.5, FINAL SLIDES (PDF), Week 3 (20/01/2022)

After that, we started to break down the parts for presentation and we started to record it:

fig. 2.6, FINAL SLIDES (VIDEO), Week 3 (20/01/2022)

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FEEDBACKS

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Week 2 

• General Feedback : 

• For the submissions, make sure that after you submit the project presentation recording, everyone individually uploads to their own personal youtube as well as present it on your blog by embeding it.

• Specific Feedback : 

• When you think about the ideas, try to make sure that you keep the purpose in mind. 

Week 3 

• General Feedback: 

• Embed the final post to our own individual blogs. Writing can help you become more creative. Make sure that your ideas are strong and solid and explain each idea in terms of its purpose. 

• Specific Feedback: 

• Your ideas are good, but find a way to create that bridge between the idea and the medium itself.

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REFLECTION 

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• PROPOSAL PHASE :

Experience
In this phase, I learnt a new things especially for the rock and roll topic. I also learnt to work as a team with seniors I don't know. I learnt more to communicate with people and doing task as a group. On the second week, it's a little bit challenging for me to follow because at that time, I was having a departure schedule to Malaysia.

Observation
I observe that there're lots of topics to choose. I also observe that rock and roll as a music genre itself has a various types, styles, uniqueness.

Findings
The most important thing for this task is helping each other, and having self awareness of the progress occurred in the group.