Intercultural Design / Project 1

1.3.2022 - 1.21.2022 (Week 1 - Week 3)

Audrey Gracia Djohari / 0348120
Intercultural Design
Bachelor of Design (Hons) in Creative Media / Taylor’s University

Project 1: Proposal

INSTRUCTION

LECTURES

WEEK 1 :

Netnography

“A type of online or internet, ethnography; Netnography provides guidelines for the adaptation of participant-observation procedures to the contingencies of online community and culture that manifest through computer- mediated communications. “ - (Kozinets, 2010)

Netnography is an approach of how to systematically arrange information so it could support your hypothesis. Netnography is ethnography study from the internet. It provides a lot of observation online. The key aspect of netnography is technology-mediated research.

Ethnography

- Ethnography has been used to study cultures.

- We need to have particular questions and goals about that culture when doing research. Because there's a lot of things we would see about that culture.

Traditionally, ethnography emerged in the late 1900s. During that time, the need of understanding cultures was increasing. Mostly caused by humanistic reasons or religious and educational reasons. Ethnography requires the researcher to stay in that culture.

The things that are often done in Ethnography Study:

- First-hand experience

- Participatory

- Face-to-face

- Observational

Netnography

- Netnography is combining the internet and ethnography.

- How you get responses on the internet: Comments, Likes, Zoom Meeting, Video chat, etc.

Figure 1.0: Netnography Infographic

Find out about the Culture (must be specific) > Generate Questions > Research Problem > Research Question > Research Objectives > Rationale (what you intend to discover) > Netnography Instruments > Start Collecting Information > Analyze the Information > Ideation > Finding > Final Presentation

Methodology

- Inductive: theory > hypothesis > information > confirmation (initial understanding)

- Deductive: information > hypothesis > theory (from scratch)

Data Collection

- Archive: data without researcher's involvement

- Elicited: co-created by researchers & members

- Fieldnotes: observational and reflective notes

Examples of sources of data: Youtube 360 videos, internet comments, and feedback.

NOTE:

- Must connect to people from that culture (through the internet)

- Filter your opinions because it's not always factual.

- Narrative responses are useful because they usually give so many details. Note down what they say.

Ethical Netnography

- Identify and explain yourself

- Ask for permission

- Consult with experts/lookup credible references

- Informed Consent

- Citation, Crediting

Advantages of Netnography

- There is a high scope of potentially valuable data
- It can overcome geographical limitations
- Data is naturally-occurring
- There is the opportunity to discover unexpected findings
- Data may be available online that wouldn’t be unearthed in a face-to-face context
- It is contemporary

Disadvantages of Netnography

- It is largely empirical and not contextual
- Researchers may not be familiar with online platforms or choose
- Irrelevant online platforms
- Data collection and analysis may be time-consuming or may have
- Invalid data

Figure 1.1: Netnography to Intercultural Design in a Nutshell

Figure 1.2: Netnography Presentation

WEEK 2 :

Personal Note

Next Friday (21 January 2022): Proposal presentation.
Pre-Record the presentation and submit it as a video, can be done through zoom
The presentation should be less than 10 minutes.
Dropbox link to upload videos
Filename: Group name / Your topic
Slides should be detailed, the presentation should be brief
No class on next Monday (17 January 2022)

Proposal Presentation

Must include:

                Theme (Purpose)
              

                200 words write up
              

Slide should be detailed and presentation is brief

                Introduction on topic (overview of genre)
              

Pair with visuals
Can add quotes
Venn Diagram (Can be used to connect towards one final goal)

                Problem Statement/ Case
              

                Research Question
              

                Research Objective
              

                Methods of Data Collection
              

Online interviews are not a must but preferred
Open ended questions

                Research Destination (Physical)
              

                Research Constraints
              

                Preliminary Ideas + Rationale
              

                References
              

Culture and Us

The words that we use in a certain context come with a meaning that could be tied to a particular culture.
Understanding that meaning depends on our position as an outsider or outsider.
Without understanding the culture behind it, we might have difficulties in understanding things like forms of art, jokes, etc.

Example:

Figure 1.3: Narcissus Painting by Caravaggio (left), Echo & Narcissus by John William Waterhouse

Narcissus, in Greek mythology, the son of the river god Cephissus and the nymph Liriope. He was distinguished for his beauty. However, his rejection of the love of the nymph Echo or (in an earlier version) of the young man Ameinias drew upon him the vengeance of the gods. He fell in love with his own reflection in the waters of a spring and pined away (or killed himself); the flower that bears his name sprang up where he died.

Narcissistic:

"having or showing an excessive interest in admiration of oneself and one's physical appearance." (Oxford Languages, 2022)

What is Culture:

Various ethnicities, different physical features, food, celebration, festivals, and art forms. However, What we normally define about a culture is usually only the external.

- External Cultures (10%): behaviors, traditions, customs, easily observable with touch, taste, smell, sound

- Internal Cultures (90%): core values, beliefs, priorities, attitudes, assumptions, perceptions

Figure 1.4: The Iceberg of External & Internal Culture

Culture refers to 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, generally without thinking about them. Culture is symbolic communication.

The most internal of culture is Values, values govern the culture. Here are the practices that reflect a culture:

Symbols
Heroes
Rituals

Figure 1.5: Symbols, Heroes, Rituals, Values

Layers of Culture

National
Regional
Gender
Generation
Social Class
Corporate

Cultural Frames

Cultural Frames refer to socially shared assumptions of the meeting 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, focus and understand 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.

- Learning:

To know - brings a person into contact with other languages and areas of knowledge, and makes communication possible.

To do - acquire not only an occupational skill but also, more broadly, the competence to deal with many situations and to work in teams (make the design).

To live together - develop and understand other people and an appreciation of interdependence

To be - develop one's personality and be able to act with ever greater autonomy, and personal responsibility.

WEEK 3:

Personal Note

              Data collection presentation due Week 5
            

              Consultation is per request
            

No official lecture and consultation period

              Submit the proposal and video in one file
            

Zip the link of the folder into the dropbox? That he will send tmr.

PROPOSAL

WEEK 1 :

Group Members

Group 1

Evaleez Voo
Audrey Gracia Djohari
Esther Vanessa
Arwinda Nurul Izza
Ataka Lukman

Theme: Purpose

Topic: Rapping

Research & Proposal Process

The first project of this module is making a a proposal to present our ideas that is supported by research, and design ideas that revolve the given theme. The general theme is “Purpose” which I thought was quite straightforward. However, turns out "Purpose" can lead to many things. It can be our purpose on doing this project, or it can be bigger things like the culture's and the community's purpose. But our group agreed to take our project more towards bringing awareness/attention and supporting the culture's own purpose.

We also need to produce 5 preliminary ideas on how you will apply the knowledge and creativity in design to communicate the message about the culture we chose. Then, the final outcome would be a presentation video and presentation slides.

After our first lecture, our group members had several different ideas so Eva (our group leader) created a Padlet for us to post our ideas with website links. Then we did a voting to decide which culture we would go with.

I added Hip Hop Culture because it's so familiar to almost everyone, however I feel like I can still dig deep and find something we never understood about this culture. We often only know the outer parts of this culture even though it's one of the famous ones. I personally never truly engage directly with rappers, grafitti artist and people from hip hop culture. It would be so interesting to understand their values, their opinions and hear the reasons why they do what they do. And to know what it means to them.

Figure 2.0: Padlet of Ideas, 01.04.2022

Finally, we decided to go with Hip Hop culture because we majority of our group members voted for Hip Hop. Before doing our next group meeting, we did a research on our own so everyone in the group get to be familiar with the culture.

Figure 2.1: Personal Research on Rapping Culture, 01.10.2022

WEEK 2 :

Turns out Hip Hop has many elements:

DJ
MC (Rapping)
Breaking (hip hop dance form)
Writing (Graffiti)
Theater and Literature
Knowledge of Self

After a long discussion with fellow group members and our supervisor mr. Asrizal, we decided to make our topic more specific and we choose Rapping (MC) Culture.

Then we started making our first proposal draft covering the problem statement, research questions, research objectives, rationale, and references. However, we had a little trouble on determining the problem statement.

Figure 2.2: First Draft of Proposal (Before Revision), 01.10.2022

WEEK 3:

Mr. Asrizal gave us helpful feedbacks on our proposal draft. We decided to go with our 2nd Problem statement. And we changed some of our RO & RQ. We also completed our rationale. Lastly we did some sketches and wrote down the preliminary ideas for our visual design outcomes.

I did some research on the ideas part.

Figure 2.3: Final Draft of Proposal, 01.18.2022

Proposal Final Outcomes

https://www.canva.com/design/DAE1PUaO7YM/-4ZMeCuchxm0wA55D7MxlQ/edit

Figure 2.4: Proposal Presentation Slides, 01.20.2022

*I explained the preliminary ideas part :3

Figure 2.5: Proposal Presentation Video, 01.21.2022

FEEDBACK

WEEK 1 :

Group Feedbacks

Mr. Ashrisal asked out team how we would like to relate the hip-hop topic to the purpose, and what's the message that we want to convey. Try to find out about the culture first, don't pre-determine the output as it will only make the whole research point to that output and not the culture itself. Narrow down the topic because hip-hop can be about many things.

Problem Statement: Write down what are the issues and what is the message that you try to discover.
Examples of hip-hop things that can be talked about: Evolution of the language, evolution of fashion,

General Feedbacks

For the proposal, find the objectives of the research. What kind of questions do you want to be answered before starting the research?
Can do more than 1 proposal (must be 200 words each)
The proposal must include: Research question, objectives, rationale, sketches

WEEK 2:

Group Feedback

Figure 3.0: First Feedback on our Proposal

Feedback after revision:

No issue with the RQ and RO.
Find someone from another country as well to have a comparison. Find out where they get the influence.
Contact Mr. Asrizal’s friend: Micwrecka, Part of >Rogue Squadron
Find the references for the ideas. Include some visuals.

General Feedback

Need to get terms right
Purpose: Why is it important to understand this culture? Why are you researching this?

Have an assumption of what kind of answers you can get from your research questions (inductive reasoning?)
How do the answers help with answering your problem statement?
Not just yes/ no, try to dig deeper into the topic

Research question and objective is the same thing

REFLECTION

Experience

At the beginning of week 1, I had quite a difficult time understanding this project and what I have to do first as a kick start because everything was quite abstract. However, when Mr. Asrizal explained how to make the proposal and pointed out a list of things that should be presented in the final proposal, I could finally have a clear vision of what I'm doing. I feel like my teammates are also very helpful in doing this project, everyone was active and we had group meetings several times. I also felt that Mr. Asrizal really supported us, he even gave a contact to his rapper friend for us to interview, thank you so much!

However, I think this project could be much more interesting if we get to actually go on a trip and meet the community face-to-face, but online is not bad as well. We can actually try to contact people from across the globe with online platforms and still get the experience.

Observations

I observed that doing a research on a culture without actually being in the community is quite difficult. However, thankfully Dr. Charles explained to us how to do the right netnography which helped me in maximizing my research on the internet. Our meetings with our supervisor were also very helpful because we get to revise and perfect our research direction which for me is challenging especially in the early stages of research.

Findings

I found that as a researcher from outside the culture, I knew very little thing about it. Even for rapping culture that is actually quite familiar to me, in-depth netnography is very needed to actually understand how the culture works. By understanding the history, listening to rap songs, and watching many videos about hip hop, I see it differently now. I have much more respect now that I understand it. And I can see how great hip hop is, proved by how many people all over the world are affected by hip hop. I observed that this proposal has taught me to stay curious and always realize that culture is like an iceberg, we often only see the tip which is often only stereotypes. Our job here is to dig deep (by still knowing our boundaries) until we reach the bottom, and hopefully we'll find out about their values and purpose.

Audrey Gracia Djohari (0348120)

Search This Blog