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DS1 Final Assessment : Research Articulation



3/10/17 - 14/11/17  (Week 6 -  Week 11)
DST60103, Yip Jinchi
Design Studies I: Communication Theory
Final Assessment: Research Articulation

After outing and took a lot of pictures while enjoying the view of downtown Malaysia we have to do our last assignment. For the final assessment, we were told to do a research articulation about one of the Issues in Malaysia. Thus, we had to do some research and compile it in our sketchbook. I chose racial issue because I was interested to know more about this kind of issue. Moreover, I know that Malaysia is diverse country, so there must be some new pieces of information and knowledge that I could dig more.

Final Assessment: Research Articulation (40%) 

Research Articulation Brief 
Design is a mode of communication that engages the intellect and emotions through the visual sense. One of design’s roles is to solve problems. The inspiration of ideas many a time comes from around us. Looking at the local, Malaysian scene, there are many visual cultural art forms that can serve as inspiration for ideation. This project looks into producing a work of design that is inspired visually or conceptually by Malaysian visual cultural art forms. 
Two most apparent examples of Malaysian visual cultural art forms are batik and wayang kulit. Another example, although not very common, is the masks/carvings of the indigenous Mah Meri tribe. There are many more types of visual cultural art forms unique to Malaysia. 
Museum and gallery visits are among the activities that students will have to take on to enrich their exposure to these art forms so that they gain better understanding through visual experience for the execution of this project. 
Requirements 
Demonstration of research skills, application of research and knowledge, and students’ evaluation of their learning is expected in the final outcome of this project. 
  1. Select a health/environment/social/animal issue that is current in Malaysia.
  2. Conduct research on that selected issue. Pictures, captions and written information supported by
    secondary sources are compulsory.
  3. Select a form of Malaysian visual cultural art form of your choice.
  4. Conduct in-depth visual and background research of that Malaysian visual cultural art form. Pictures
    and written information supported by secondary sources are compulsory.
  5. Utilising the knowledge you had gained from the research of that Malaysian visual cultural art form,
    brainstorm design ideas to solve the selected issue. Do this in your sketchbook. Each idea must be
    accompanied by a short description, including a rationale for each idea.
  6. You may interpret and contextualise what you understand from those visual cultural art forms
    anyway you see fit to as a design solution to the selected issue.
  7. You must produce evidence of idea inspiration.
  8. You are also expected to apply the knowledge you have gained from the topics in this module.
  9. The final work of design, although needs to show relevance to the selected issue, visual cultural art
    forms and topics in this module, can be in any form, deem fit by you.
  10. A written rationale of about 300 words is to accompany the final work of design and how you have
    used your choice of Malaysian visual cultural art form as part of the design.
  11. A written reflection of about 300 words, guided by these questions: 
    1. What have I learned from this module?
    2. How have I contributed to the learning?
    3. How can I apply what I’ve learned to future classroom situations and lessons?
    4. What are the changes I would suggest for the betterment of the module (delivery, topics,
      learning tools, etc)?
Duration 
6 weeks (Briefing: Week 6; Deadline: Week 11). 
Submission Format
1. Digital submission through TIMeS: 
Powerpoint slides CONVERTED TO PDF file containing: 
  1. research (selected issue and Malaysian visual cultural art form)
  2. idea generation (sketches from sketch book)
  3. images from a few angles or positions of the final design work
  4. rationale and reflection
  5. reference and picture credits list 
2. To present on submission day: 
  1. Physical form of the final design work.
  2. PowerPoint slides.
Assignment Goals 
  1. Students to apply research skills.
  2. Students to employ effective communication skills.
  3. Students to analyse relevant design solutions.
  4. Students to synthesise ideas.
  5. Students to evaluate the learning process.

Research: Racism, Racial Issue, Malaysian Issues


Racism is the belief in the superiority of one race over another, which often result in discrimination and prejudice towards people based on their race or ethnicity. But today, the use of the term “racism” does not easily understand as a single definition. From what I’ve read, racism is a disease and not only in Malaysia (which is known as a diverse country). Other countries are also facing the same problem, for example, United State of America. Malaysia is a predominantly Muslim, multi-ethnic country. Accusations of racism stem from racial preferences embodied within the social and economic policy of the Malaysian government, as well as broader tensions between various ethnic groups. Discrimination is widespread, publicly displayed and accepted. Ranging from implied ethnic superiority to religious intolerance. Charging non-Malays more for services is very common.

Recent Action That Has Been Done

1. Basing affirmative action on need, sector or class and certainly not on race;
2. Enacting an Equality Act and establishing an Equality & Human Rights Commission;
3. Outlawing racism and incitement to racial hatred with appropriate and effective legislation;
4. Ratifying the International Convention on the Elimination of Racial Discrimination (CERD) and the International Covenant on Civil & Political Rights (ICCPR);
5. Providing non-racial alternatives to national development based on justice, equality and human rights;
6. Promoting unity based on integration through greater democracy and shared facilities among communities.

Example of Case

A recent case of a public university lecturer berating students using racial slurs serves as an example. While I do not condone the act and comments of said lecturer, I can attest that students do congregate according to their ethnic background in lecture halls.
It is only normal as humans that we do find solace in being with those who are like us.
There are exceptions. From personal experience, my friends and I bonded over how we were not considered “enough” for our own ethnic groups.
There is an underlying “ethnic competition” when it comes to achieving academically with students sometimes sharing notes written only in Chinese or Tamil to prevent others from reading them. The irony of this behavior is some of my friends who are ethnically Chinese and Indians were not able to read these too.
So there we were, forming a mini-Malaysia because we speak mainly in English and shared our notes with each other, we love to read books that many of our friends consider controversial, and we do not ascribe to the stereotypes of our ethnicities. We became the “other”.

What Can Designers Do?

  • ¬ Designing a merchandise (mug, T-shirt, pin, tote bag
  • ¬ Make a poster, flyer, brochure
  • ¬ Social campaign (digital image posting, GIF posting, blog posting, advertising)
  • ¬ Statue
  • ¬ Street Art

What do we mean by campaign?
The word campaign is traditionally defined as a military-political operation that is confined to a particular area or involves a specific type of fighting and that is intended to achieve a particular goal.
The elements are :
  • ¬ Relevance
  • ¬ Cause
  • ¬ Popular Issue
  • ¬ Content
  • ¬ Creativity and Innovation
  • ¬ Targeting someone

Inspiration and Ideas
Inspired by the mural art I encountered when outing session, I did some research about Malaysian artist who pursues street art which was Ernest Zacharevic.

Ernest Zacharevic
He creates oil paintings, installations, sculptures & stencil, and spray paint to produce culturally relevant compositions both inside gallery space and in the arena of public art and walls.

Mural Art
Advantages:

- Wall murals are eye-catching
- Wall murals make a statement because they are unique and make a bold personal statement 
- Can boost revenues. Studies have repeatedly shown that colors affect emotions and emotions drive sales
- Large, bold, bright images invite people in

Disadvantages:
- Sometimes seen as a delinquent act because some people are closed-minded and murals related to that act
- It takes a long time to perfect the mural in order to get the message across
- Need an official permit

Merchandise
Advantages:
  1. T-shirt is easy to customize 
  2. Quick to mass produce
  3. Simple to use (just wear it)
  4. Outlast the campaign period
  5. Have the potential to appeal to a wider target audience
Disadvantages :
  1. If the quality is not good enough, people rarely want to buy
  2. Not all the design is acceptable

Poster
Advantages:
  1. A poster speaks for itself; the presence of its author is not necessary
  2. Easy to mass produce
  3. Very common
Disadvantages:
  1. There will be maximum words
  2. If the poster is not attractive it will be a waste of paper

Work Processes

First we had to do our research and sketches by compile those two in a sketch book.
















After did sketches and research, I began to work on my artwork which I chose to make a big poster reflecting a mural art. I chose mural art as an inspiration because I thought mural art was so interesting and it is a big medium so people can see it easily (I did some research on mural art).

So, I use a big board as my medium, acrylic paint, and marker to make my artwork. It took me 3 days to finish the artwork.

Final Outcome

                     


Rationale

Hate crimes motivated by racial hatred is a big highlight in 2017. This issue is not something that started recently. While in reality, racial discrimination can be backtracked to the 1800s (Jim Crow Laws). These issues may occur in the workplace, public, and education institutes. Hence why the purpose of this whole artwork is to raise awareness regarding racial discrimination. Moreover, the purpose is targeted specifically at university campuses that are heavily populated with diverse nationalities. 

The medium used is inspired by both posters and murals. Both of those mediums are visually attractive and usually placed in public, where the mass can see. However, due to time constraint, the medium is bigger than a poster but smaller than a mural. Inspired by Isabel Leal Bergstrands’s artwork named “Come As You Are” as a part of a campaign in order to combat racial involving issues in Sweden, this artwork includes different races and culture collaged into a portrait. Also inspired by one of Malaysian artist Ernest Zacharevic who creates street and mural arts using acrylic and oil paint. The purpose is to send the message we are essentially one nation, human. Furthermore, the diction used is also intended to support this message. For example, “be diverse” and “unity is no 1”, emphasizes the visual imagery. Another sentence used is “make friends outside your race”. This is very relevant to the audience since being in an internationally diverse campus can lead to grouping by race. It can work as a small daily reminder as they pass this artwork during classes.

Hopefully by combining both the visuals and diction included, then the message can be both expressed and received effectively and efficiently.

Reflection

    1. What have I learned from this module?
We can learn from anywhere, everywhere, at any time, every time. In this module, we were taught about how something could represent its meaning and affecting others people understanding. I’ve learned about semiotics, which for me is a new word. From what I’ve read and from my understanding semiotics is an investigation into how meaning is created and how meaning is communicated, it could be by language, image, and objects. It is a way for people seeing the world, and of understanding how the landscape and culture in which we live has a massive impact on all of us unintentionally. Our daily basis activity, thoughts and what we do automatically are often directed by a complex set of cultural messages and conventions, also dependent upon our ability to interpret them naturally and instantly. We need to understand the context in which a sign is communicated in order to comprehend its real meaning. What is happening around us usually has a sign and important for us to know in order to interpret its meaning. 

From visual social semiotics, I’ve also learn there are three categories of images:
    • ¬ Icon: An image which bears a similarity or affinity to what we already know or conceive about an object or a person. Ex: paintings, maps, and photographs
    • ¬ Index: An image which recognizable not because of any similarity to an object or person, but because we understand the relationship between the image and the concept that it stands for.
    • ¬ Symbol: An image which has no visual or conceptual connection to an object or a person

Semiotics is a key tool to assure that intended meanings are actually understood by the person on the receiving end. Usually, there are good reasons if someone doesn’t understand the real intention of a message and semiotics can help unravel that confusion, ensuring clarity of meaning.

Moreover, from the last assignment, I’ve learned a lot about connecting and solving a problem through designers’ eyes. There are a lot of ways of applying or implementing a design or an idea. However, we should know what are the advantages and disadvantages of any media that we choose, because it depends on the circumstances. Also, it is important to do a research when it comes to solving an issue/problem.

2. How have I contributed to the learning? 
I’ve contributed by using some theories from the topics that I’ve learned for example semiotics in a daily basis.

3. How can I apply what I’ve learned to future classroom situations and lessons?
I could pay more attention to the lecture and classmates so there will be no miscommunication between us. Also, I could learn how to understand people from different background and how they handle their problems in/outside the class. Moreover, I could be more active in class and also be more critical to any kind of topics that is being discussed to show that I’m listening and paying attention to other people.

4. What are the changes I would suggest for the betterment of the module (delivery, topics, learning tools, etc)?
First, I have some obstacles during my first year in college and also my first semester at Taylor’s University. So, I am not familiar and still can’t get used to the procedures. Thus, sometimes I am still struggling with the module outline but I’m getting used to it along the way. Sometimes I couldn’t access the topics and updates on Times. In such way, I had to collect information from my classmate and sometimes got left behind. 

Well, I think the topics and how the lecture delivers the message was great for these past 11 weeks. The topics are quite interesting, and the outing session was amusing. However, I sometimes got lost and didn’t get the message from the lecture about how the assignment worked because I didn’t pay attention to always look at our module outline. Maybe, some student need a short brief for each assignment just to make clear.

References

Articles & Sites

“Racism | Definition of racism in English by Oxford Dictionaries.” Oxford Dictionaries | English, Oxford Dictionaries, en.oxforddictionaries.com/definition/racism.
“Racism in Malaysia.” Wikipedia, Wikimedia Foundation, 19 Oct. 2017, en.wikipedia.org/wiki/Racism_in_Malaysia.
“Time to end racial discrimination in Malaysia.” Malaysiakini, 20 Mar. 2015, www.malaysiakini.com/letters/292624.
Schmid, Simon. “Smart, Effective Strategies To Design Marketing Campaigns.” Smashing Magazine, 14 Oct. 2013, www.smashingmagazine.com/2013/10/strategies-design-marketing-campaigns/.
Becky Little. “Who Was Jim Crow?” National Geographic, National Geographic Society, 6 Aug. 2015, news.nationalgeographic.com/2015/08/150806-voting-rights-act-anniversary-jim-crow-segregation-discrimination-racism-history/.
Isabel Leal Bergstrand. “Återvinn Sverige.” Isabel Leal Bergstrand, www.isabellealbergstrand.com/Atervinn-Sverige.

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