INTERCULTURAL DESIGN// PROJECT 1:PROPOSAL
03.01.2022-17.01.2022 (Week 1-Week 3)
Chaw Zhi Ting (0347344)
Bachelor of Design (Hons) Creative Media
Intercultural Design// Lecture & Project 1: Proposal
LECTURE
Netneography vs Ethnography
an online research method originating in ethnography
is understanding social interaction in contemporary
digital communications contexts. It is a
specific set of research practices related to data
collection, analysis, research ethics, and
representation, rooted in participant
observation.
First-hand experience
• Participatory
• Face to face
• On-site
• Observational
3 types of data to collect
• Archive: data without researcher's involvement
• Elicited: co-created by researchers &
members
• Fieldnotes: observational and reflective notes
Ethical
• • Identify and Explain yourself
• Ask for permission
• Consult with experts/lookup credible
references
• Informed Consent
• Citation, cloaking, crediting
Advantages of Netneography
• There is a high scope of potentially
valuable data
• It is contemporary, able to overcome
geographical limitations
• Data is naturally occurring, may be
available online that wouldn’t be unearthed
in a face-to-face context
• There is the opportunity to discover
unexpected findings
Disadvantages of Netneography
• It is largely empirical and not
contextual
• The possibility of researchers choosing
irrelevant online platforms
• Data collection and analysis may be
time-consuming or may have invalid data
External Culture vs Internal Culture
• External culture pertains to the
characteristics and behaviours of a
group of people that stem from
nationalistic ties, whereas in Internal
Culture there is a shared pattern of
behaviour, interaction, cognitive
constructs, and understanding that are
learned from virtual socialization.
Figure 1.1 Recorded lecture "Culture and Us" by
Dr.Jinchi, 10th Jan 2022
Figure 1.2 External culture vs Interval culture,
10th Jan 2021
Figure 1.3 Chart explanation of culture, 10th Jan
2021
LECTURE
Netneography vs Ethnography
an online research method originating in ethnography
is understanding social interaction in contemporary
digital communications contexts. It is a
specific set of research practices related to data
collection, analysis, research ethics, and
representation, rooted in participant
observation.
First-hand experience
• Participatory
• Face to face
• On-site
• Observational
3 types of data to collect
• Archive: data without researcher's involvement
• Elicited: co-created by researchers &
members
• Fieldnotes: observational and reflective notes
Ethical
• • Identify and Explain yourself
• Ask for permission
• Consult with experts/lookup credible
references
• Informed Consent
• Citation, cloaking, crediting
Advantages of Netneography
• There is a high scope of potentially
valuable data
• It is contemporary, able to overcome
geographical limitations
• Data is naturally occurring, may be
available online that wouldn’t be unearthed
in a face-to-face context
• There is the opportunity to discover
unexpected findings
Disadvantages of Netneography
• It is largely empirical and not
contextual
• The possibility of researchers choosing
irrelevant online platforms
• Data collection and analysis may be
time-consuming or may have invalid data
External Culture vs Internal Culture
• External culture pertains to the
characteristics and behaviours of a
group of people that stem from
nationalistic ties, whereas in Internal
Culture there is a shared pattern of
behaviour, interaction, cognitive
constructs, and understanding that are
learned from virtual socialization.
Figure 1.1 Recorded lecture "Culture and Us" by
Dr.Jinchi, 10th Jan 2022
Figure 1.2 External culture vs Interval culture, 10th Jan 2021
Figure 1.3 Chart explanation of culture, 10th Jan 2021
INSTRUCTIONS:
INSTRUCTIONS:
PROJECT 1: PROPOSAL
After the briefing by the lecturer, our team members proceed to have
group meetings to ice break and have a short discussion to understand
the assignment brief. I am honored to be chosen as a team leader for
this group responsible for keeping track of the project timeline and
initiating meetings. The project idea started when one of our members,
Ellis, suggested a Furry Fandom subculture. This topic is quite
interesting, and all members agree to do more research about that.
Meanwhile, to ensure we have good enough choices, each of us was
encouraged to do additional research and proposed one culture during
our next meeting.
Figure 1.0 Meeting recording, 5th Jan 2022
Figure 1.1 Rough project timeline, 5th Jan 2022
#1 RESEARCH & BRAINSTORMING
Proposed culture:
-Linocut (Ellis) / / / /
-Wes anderson (Ellis) / / / /
-Graffiti(Sewin) / /
-Skinheads(Dorcas) / / /
-Japanese tea ceremony art(Lavender) / /
-dreamcatcher (Amber)
-Furry Fandom (Ellis)
-Orang asli (Janice)/ / /
#2 SUGGESTION
Culture: Orang asli culture in Malaysia
Objective: Preserve Orang Asli culture through arts and crafts/
Explore the relationship between orang Asli crafts and nature/
Bridge the gap between orang Asli and the public through weaving
“They (Orang Asli) also maintain a strong spiritual and historical
connection to their land and if they are displaced from their
homeland, the loss of this connection has negative implications for
their identities and social and mental well-being.”— Alberto Gomes,
anthropologist
Problem: poverty, inequality
Figure 1.2 Orang Asli culture articles, 5th Jan 2022
Extra research on Furry Fandom:
The furry community is a large social group that manifests itself
both online and offline. It is focussed on the appreciation of
anthropomorphic characters (animals given human qualities) and
members have their own "fursona": an anthropomorphic character that
represents them.
Stereotype/ Myths:
The fandom is too sexual, and too openly so (e.g., behavior/porn in
public settings).
Members of the fandom are immature/childish and can be socially
awkward and make others feel uncomfortable. The furry fandom is too
open and allows in too many people that it should not be associating
itself with. There are significant gender issues within the fandom
(e.g., the number of, and treatment of, women within the fandom).
Objective: Change public perception towards Furry Fandoms through
games?
They're made up of old and young, all genders, CEOs, blue-collar
workers, singles, couples, parents, students, LGBTQ, and straight —
all who celebrate fantasy animal characters with human traits.
Figure 1.3 Furry fandom ideas, 5th Jan 2022
Figure 1.4 Rough research and brainstorming ideas (Group 17), 5th Jan 2022
#3 VOTE A TOPIC
After the discussion, we have a voting session for each topic,
and the highest votes will be the chosen one. We found that Wes
Anderson's style (suggested by Ellis) had the most potential direction
for us to explore and study. Therefore, we drafted some ideas and
proceed with further research.
Figure 1.5 Chosen topic Wes Anderson Style, 5th Jan 2022
Figure 1.6 Theme definition, 5th Jan 2022
#4 DRAFT PROPOSAL Theme: Assimilation
Culture: The Wes Anderson StyleResearch Problem: Applying the Wes Anderson Style into Malaysian celebrations and festivityResearch Question:1. What are the signature tropes and unique visual language of the Wes Anderson style? 2. What is the role of symmetry and color in achieving the Wes Anderson style?3. How can the Wes Anderson style (Western influences) be applied into Malaysian celebrations and festivity?
Research Objectives:To identify the signature tropes and unique visual language of the Wes Anderson style.To study the role of symmetry and color in achieving the Wes Anderson style.To explore the possibilities of applying the Wes Anderson style (Western influences) into Malaysian celebration and festivity.
Rationale:From the iconic pastel pink of the Grand Budapest hotel to the absolute reverence for the art of symmetry applied in his films, Wes Anderson has an easily discernible aesthetic in filmmaking with his quirky and nostalgic elements. His work is an evocative recreation of a board game or a fairytale, and the atmosphere he creates in each one is reminiscent of a snapshot from a perspective of a young boy. Introducing his peculiar art style into our very own Malaysian culture, we would like to give Malaysians a living experience of what it is like to live in a Wes Anderson film. 
Figure 1.7 Rough preliminary ideas, 5th Jan 2022As a group, we delegate tasks according to some members (Ellis and Dorcas) who will further refine and write about the rationale, while others will do more research and suggest preliminary ideas. My first idea was to Unbox Malaysian Festival in Wes Anderson style, inspired by Anderson's iconic movies The Grand Budapest Hotel. The concept was to serve as a gift box that reflects Malaysian Chinese, Malay and Indian culture all at once.
Figure 1.8 Unboxing concept idea and sketches, 10th Jan 2022
#5 THE FINAL PROPOSAL
Theme: Revival
Culture: The Wes Anderson Style
Research Problem:
The Revival of Malaysians' Interest by Reimagining Malaysian Landmarks
through the Cinematic Perspective of Wes Anderson.
Research Question:
1. How can the Wes Anderson style be integrated into the reviving of
Malaysian landmarks towards Malaysian?
2. What are the Malaysian landmarks that are often overlooked by
Malaysians?
3. What are the signature tropes and unique visual language of the Wes
Anderson style?
Research Objectives:
1. To explore how Wes Anderson's style can be used to revive Malaysians'
interests in Malaysian landmarks.
2. To explore Malaysian landmarks that are often overlooked by
Malaysians.
3. To identify the signature tropes and unique visual language of the
Wes Anderson style.
Figure 2.1 Slides and subtopic I in charged, 10th Jan 2022
5 Preliminary Ideas1. Guidebook: To create a guidebook of local landmarks with the purpose of reviving Wes Anderson's aesthetic to the Malaysian public and igniting the public's interest in various local sites that are often overlooked.
Figure 2.2 Guidebook visual references, 10th Jan 2022
2. Postcards: To ignite the Malaysians' newfound love and
interest in visiting the landmarks through the prints or
illustrations of Malaysian landmarks postcards through Wes
Anderson style.
Figure 2.3 Postcard visual references, 10th Jan 2022
3. Short film/ tik tok video:
To create a series of photographs or videos promoting using mise
en scene from Wes Anderson's film in light of promoting Malaysia
landmarks. Through Wes Anderson's distinct aesthetics such as his
symmetry shots, dreamlike scenes, or storytelling.
Figure 2.4 KLCC in pink (symmetry), 7th Jan 2022
4. Wes Anderson Instagram Filter: Due to Wes Anderson's
distinct visuals and signature styles often loved by film
enthusiasts. By creating a set of Wes Anderson-inspired IG
filters could show appreciation to his aesthetic and create an
experience of his whimsical movie world to the
audiences.
Figure 2.5 Wes Anderson filter, 7th Jan 2022
5. Miniature model/ Paper light Shadow Box: To capture the
story of Malaysia landmarks through Wes Anderson’s dreamlike
storytelling and cinematography.
Figure 2.6 Model references, 7th Jan 2022
Figure 2.7 Final Proposal Deck, 7th Jan 2022
Figure 2.8 Final Proposal Presentation, 7th Jan 2022
PROJECT 1: PROPOSAL
After the briefing by the lecturer, our team members proceed to have
group meetings to ice break and have a short discussion to understand
the assignment brief. I am honored to be chosen as a team leader for
this group responsible for keeping track of the project timeline and
initiating meetings. The project idea started when one of our members,
Ellis, suggested a Furry Fandom subculture. This topic is quite
interesting, and all members agree to do more research about that.
Meanwhile, to ensure we have good enough choices, each of us was
encouraged to do additional research and proposed one culture during
our next meeting.
Figure 1.0 Meeting recording, 5th Jan 2022
Figure 1.1 Rough project timeline, 5th Jan 2022
#1 RESEARCH & BRAINSTORMING
Proposed culture:
-Linocut (Ellis) / / / /
-Wes anderson (Ellis) / / / /
-Graffiti(Sewin) / /
-Skinheads(Dorcas) / / /
-Japanese tea ceremony art(Lavender) / /
-dreamcatcher (Amber)
-Furry Fandom (Ellis)
-Orang asli (Janice)/ / /
#2 SUGGESTION
Culture: Orang asli culture in Malaysia
Objective: Preserve Orang Asli culture through arts and crafts/
Explore the relationship between orang Asli crafts and nature/
Bridge the gap between orang Asli and the public through weaving
“They (Orang Asli) also maintain a strong spiritual and historical
connection to their land and if they are displaced from their
homeland, the loss of this connection has negative implications for
their identities and social and mental well-being.”— Alberto Gomes,
anthropologist
Problem: poverty, inequality
Figure 1.2 Orang Asli culture articles, 5th Jan 2022
Extra research on Furry Fandom:
The furry community is a large social group that manifests itself
both online and offline. It is focussed on the appreciation of
anthropomorphic characters (animals given human qualities) and
members have their own "fursona": an anthropomorphic character that
represents them.
Stereotype/ Myths:
The fandom is too sexual, and too openly so (e.g., behavior/porn in
public settings).
Members of the fandom are immature/childish and can be socially
awkward and make others feel uncomfortable. The furry fandom is too
open and allows in too many people that it should not be associating
itself with. There are significant gender issues within the fandom
(e.g., the number of, and treatment of, women within the fandom).
Objective: Change public perception towards Furry Fandoms through
games?
They're made up of old and young, all genders, CEOs, blue-collar
workers, singles, couples, parents, students, LGBTQ, and straight —
all who celebrate fantasy animal characters with human traits.
Figure 1.3 Furry fandom ideas, 5th Jan 2022
Figure 1.4 Rough research and brainstorming ideas (Group 17), 5th Jan 2022
#3 VOTE A TOPIC
After the discussion, we have a voting session for each topic,
and the highest votes will be the chosen one. We found that Wes
Anderson's style (suggested by Ellis) had the most potential direction
for us to explore and study. Therefore, we drafted some ideas and
proceed with further research.
Figure 1.5 Chosen topic Wes Anderson Style, 5th Jan 2022
Figure 1.6 Theme definition, 5th Jan 2022
#4 DRAFT PROPOSAL
Theme: Assimilation
Culture: The Wes Anderson Style
Culture: The Wes Anderson Style
Research Problem: Applying the Wes Anderson Style into Malaysian celebrations and festivity
Research Question:
1. What are the signature tropes and unique visual language of the Wes Anderson style?
2. What is the role of symmetry and color in achieving the Wes Anderson style?
3. How can the Wes Anderson style (Western influences) be applied into Malaysian celebrations and festivity?
Research Objectives:
To identify the signature tropes and unique visual language of the Wes Anderson style.
To study the role of symmetry and color in achieving the Wes Anderson style.
To explore the possibilities of applying the Wes Anderson style (Western influences) into Malaysian celebration and festivity.
Rationale:
From the iconic pastel pink of the Grand Budapest hotel to the absolute reverence for the art of symmetry applied in his films, Wes Anderson has an easily discernible aesthetic in filmmaking with his quirky and nostalgic elements. His work is an evocative recreation of a board game or a fairytale, and the atmosphere he creates in each one is reminiscent of a snapshot from a perspective of a young boy. Introducing his peculiar art style into our very own Malaysian culture, we would like to give Malaysians a living experience of what it is like to live in a Wes Anderson film.
Figure 1.7 Rough preliminary ideas, 5th Jan 2022
As a group, we delegate tasks according to some members (Ellis and Dorcas) who will further refine and write about the rationale, while others will do more research and suggest preliminary ideas. My first idea was to Unbox Malaysian Festival in Wes Anderson style, inspired by Anderson's iconic movies The Grand Budapest Hotel. The concept was to serve as a gift box that reflects Malaysian Chinese, Malay and Indian culture all at once.
Figure 1.8 Unboxing concept idea and sketches, 10th Jan 2022
#5 THE FINAL PROPOSAL
Theme: Revival
Culture: The Wes Anderson Style
Research Problem:
The Revival of Malaysians' Interest by Reimagining Malaysian Landmarks
through the Cinematic Perspective of Wes Anderson.
Research Question:
1. How can the Wes Anderson style be integrated into the reviving of
Malaysian landmarks towards Malaysian?
2. What are the Malaysian landmarks that are often overlooked by
Malaysians?
3. What are the signature tropes and unique visual language of the Wes
Anderson style?
Research Objectives:
1. To explore how Wes Anderson's style can be used to revive Malaysians'
interests in Malaysian landmarks.
2. To explore Malaysian landmarks that are often overlooked by
Malaysians.
3. To identify the signature tropes and unique visual language of the
Wes Anderson style.
Figure 2.1 Slides and subtopic I in charged, 10th Jan 2022
5 Preliminary Ideas
1. Guidebook: To create a guidebook of local landmarks with the purpose of reviving Wes Anderson's aesthetic to the Malaysian public and igniting the public's interest in various local sites that are often overlooked.
Figure 2.2 Guidebook visual references, 10th Jan 2022
2. Postcards: To ignite the Malaysians' newfound love and
interest in visiting the landmarks through the prints or
illustrations of Malaysian landmarks postcards through Wes
Anderson style.
Figure 2.3 Postcard visual references, 10th Jan 2022
3. Short film/ tik tok video:
To create a series of photographs or videos promoting using mise
en scene from Wes Anderson's film in light of promoting Malaysia
landmarks. Through Wes Anderson's distinct aesthetics such as his
symmetry shots, dreamlike scenes, or storytelling.
Figure 2.4 KLCC in pink (symmetry), 7th Jan 2022
4. Wes Anderson Instagram Filter: Due to Wes Anderson's
distinct visuals and signature styles often loved by film
enthusiasts. By creating a set of Wes Anderson-inspired IG
filters could show appreciation to his aesthetic and create an
experience of his whimsical movie world to the
audiences.
Figure 2.5 Wes Anderson filter, 7th Jan 2022
5. Miniature model/ Paper light Shadow Box: To capture the
story of Malaysia landmarks through Wes Anderson’s dreamlike
storytelling and cinematography.
Figure 2.6 Model references, 7th Jan 2022
Figure 2.7 Final Proposal Deck, 7th Jan 2022
Figure 2.8 Final Proposal Presentation, 7th Jan 2022
FEEDBACKS:Week 1
Ms. Anis commented the rough idea of topic theme is good and have the
potential to work with. Ms. Anis suggested we research and focus on one
specific area (exp: Malaysia's celebrations and festivals). Please
think of how we can apply the Wes Anderson style into Malaysian
celebrations festivities (Eg: celebratory kits, greeting cards, angpao,
stationary). It can be 3-4 main festivities if one needs to be
comprehensive. Interviewees & questions can be quite general (eg. Ask
How they celebrate these festivals, which favorite film from Wes
Anderson)
FEEDBACKS:
Week 1
Ms. Anis commented the rough idea of topic theme is good and have the potential to work with. Ms. Anis suggested we research and focus on one specific area (exp: Malaysia's celebrations and festivals). Please think of how we can apply the Wes Anderson style into Malaysian celebrations festivities (Eg: celebratory kits, greeting cards, angpao, stationary). It can be 3-4 main festivities if one needs to be comprehensive. Interviewees & questions can be quite general (eg. Ask How they celebrate these festivals, which favorite film from Wes Anderson)
Ms. Anis commented the rough idea of topic theme is good and have the potential to work with. Ms. Anis suggested we research and focus on one specific area (exp: Malaysia's celebrations and festivals). Please think of how we can apply the Wes Anderson style into Malaysian celebrations festivities (Eg: celebratory kits, greeting cards, angpao, stationary). It can be 3-4 main festivities if one needs to be comprehensive. Interviewees & questions can be quite general (eg. Ask How they celebrate these festivals, which favorite film from Wes Anderson)
Week 2-3
Rationale, research Problem is cohesive, the research and project
direction is good-to-go, use the word landmark and remember to highlight
the key points. Amendments: Use the same keyword in Research Problem and
RQ/RO. Always put the main purpose first in RQ and RO. Preliminary ideas:
Ms.Anis suggested we combine the guidebook to connect with the postcard,
insta filter (not preferred) as it might already exist in the market,
miniature sounds interesting can consider a lightbox or a compilation of
photography exhibition.
Week 4
Overall, the proposal is good, and we may start data collection and
combine some preliminary ideas to become a more solid idea.
The proposal overall is good, may start data collection and combine
some preliminary ideas to become a more solid idea.
REFLECTION:For me, the toughest part was deciding on a project direction. We did a lot of brainstorming, discussion, and voting to decide on the Wes Anderson style's final topic. Having seven members is not easy where everyone has different working styles, opinions, and preferences. We need to have a common goal to deliver the best within our ability and timeline. I have learned that the key to communication in a team. As this module is conducted fully online, we depended on an online platform for all discussion. It was great that all members were responsive and made an effort to draft the proposal. We managed to help each other and compensate for our strengths and weaknesses. For example, some of us might not be fluent in writing; Dorcas and Ellis are willing to help out while others work on other areas. This proposal wouldn't be done well without great teamwork.
REFLECTION:
For me, the toughest part was deciding on a project direction. We did a lot of brainstorming, discussion, and voting to decide on the Wes Anderson style's final topic. Having seven members is not easy where everyone has different working styles, opinions, and preferences. We need to have a common goal to deliver the best within our ability and timeline. I have learned that the key to communication in a team. As this module is conducted fully online, we depended on an online platform for all discussion. It was great that all members were responsive and made an effort to draft the proposal. We managed to help each other and compensate for our strengths and weaknesses. For example, some of us might not be fluent in writing; Dorcas and Ellis are willing to help out while others work on other areas. This proposal wouldn't be done well without great teamwork.
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