Intercultural Design/ Final Compilation

5th Feb 2024 - 29th Mar 2024 (Week 1 - Week 8)
Natalie Chu Jing Xuan, 0354589
Intercultural Design, Bachelor of Design (Honours) in Creative Media
Final Compilation & Reflection

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What's in this blog?

1. Module Information
2. Project 1: Proposal
3. Project 2: Field Study
4. Project 3: Final Project & Portfolio
5. Reflection

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Module Information

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Project 1: Proposal

The task involves proposing a final design around the theme "Cultural Sensitivity in Design," necessitating research into a cultural phenomenon or subculture perceived as sensitive. This study must be contextualised within the chosen theme without distorting facts, aiming to raise viewer awareness through interpretation. 

We formed a group of six in lecture class and began brainstorming ideas for which culture to research online using Google Meeting and WhatsApp. Here's our brainstormed ideas:

We chose Thailand's Songkran festival as our final research topic. Then we separate into three pairs of groups to do research on our respective subtopic:

1. Introduction & 1st sketch - Tan Min Xuan, Lim Jun Teng
2. Origin of Songkran & 2nd sketch - Natalie Chu Jing Xuan, Chan Xiang Lam
3. How is it celebrated & 3rd sketch - Graciella Limpah, Katelyn Tan Kye Ling

Here's our proposal video:

 

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Project 2: Field Study

We will be collecting data about the Songkran festival according to the theme and research objectives. This entails gathering a variety of cultural artefacts, including visual, oral, textual, and tactile elements, to help with ideation for Project 1 (the proposal). The aim is to gather comprehensive data to inform the design process and ensure cultural sensitivity and authenticity in the proposed project. 

Data collection methods will include:

1. Interviews previous Songkran festival participants - Tan Min Xuan, Lim Jun Teng, Katelyn Tan Kye Ling
2. Online Research via YouTube - Graciella Limpah, Chan Xiang Lam, Natalie Chu Jing Xuan

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Project 3: Final Project & Portfolios

After carrying out research and data collection, attending all lectures and tutorials, and presenting a comprehensive proposal with research data, we are tasked with creating visual design outcomes based on their understanding of the given theme. Using the collected data, we must create visual designs that reflect their interpretation of "Framing," taking into consideration both cultural and aesthetic elements as well as their design skills. 

Therefore, we decided to come out with merchandise for Songkran festival, such as raincoats and buckets. Before starting with our products, we brand name is ThaiTide. The Songkran festival is all about playing with water, which is why our brand includes the word "tide" and a splash on the logo. We also used an elephant as the main focus of our logo because it is Thailand's national animal.

Here's our final presentation slide & final presentation video:

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Reflection

Researching Thailand's Songkran festival provided me with a valuable opportunity to learn about a culture other than my own. Collaborating with group members from various backgrounds, including Malaysian Chinese and Indonesian, enriched our research journey. 

Initially, my understanding of the Songkran festival was limited to short clips on social media platforms such as Instagram, where I saw friends and influencers participating in the festivities. However, conducting deep study for the project helped me understand the festival's significance and traditions. I learned that Songkran is not only Thailand's New Year, but also the world's largest water festival, representing cleansing, renewal, and the washing away of past misfortunes.

Navigating the complexities of the festival's customs, traditions, and cultural significance was both educational and challenging. It needed a better understanding of Thai culture, history, and social norms. Researching the festival allowed me to recognise its profound cultural significance beyond the surface-level water fights depicted on social media.

Last but not least, immersing myself in this research journey sparked a renewed curiosity and appreciation for cultural diversity. It emphasised the importance of looking beyond first impressions and engaging in meaningful interactions with people from various cultures. This project not only broadened my knowledge, but also provided invaluable insights into the complexities and beauty of Thailand's cultural heritage. It emphasised the significance of cultural sensitivity and empathy in an increasingly interconnected world.

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