INTERCULTURAL DESIGN // PROJECT 1
Week 1 - Week 3 (04/01/2021 - 22/01/2021)
Fann Man Ling - 0344623 (BDCM)
Intercultural Design // Mr. Asrizal Razali, Dr. Yip Jinchi
Project 1 // Proposal
LECTURE
WEEK 1 // 04.01.2021
INTRODUCTION
Today, we were briefed about the module such as the weekly plans and the expected outcome by the four lecturers. We were then briefed about our project which is to study a particular subculture. There are 3 parts of them which are respectively seperated into three projects: Proposal, Research based on data collection and data analysis, lastly, Ideation and Design.
Fig 1: Weekly Plans & Assignment Detail
After that, Dr. Charles gave us a lecture on Netnography, which is an online research method originating in ethnography.
NETNOGRAPHY
Fig 2: Lecture 1
NETNOGRAPHY
Is understanding social interaction in contemporart digital communication contexts.
A specific set of research practices related to data collection,analysis, research ethics, and representation, rooted in participant observation.
Difference between Ethnography & Netnography:
Though netnography is developed from ethnography and applied in the online settings, it is more than the application of qualitative research in the form of traditional ethnographic techniques in an online context.
1. ETHNOGRAPHY
Focus on the entire human society. (Participatory, Observational)
Focus on forms of human communication, such as body language and tone of voice. (Face-to-face)
Require researchers to physically immerse into the samples to collect data. (On-site)
More costly and timelier.
Only study the current situation. (First-hand experience)
2. NETNOGRAPHY
Focus on reflections and data provided by online communities.
Incoporates human online communication, such as textual communication / multimedia communication (e.g. video, audio, pictures).
Uses mainly observational data. More naturalistic than personal interviews, focus groups, surveys, experiments.
Able to download communication data directly from an online community.
Faster and cheaper.
Can trace back conversations several years ago so that allow researchers understand the history of the development of a topic / community.
Fig 3: Advantages of Netnography (Source: Google)
*Feedback is crucial in terms of response of people.
NETNOGRAPHIC APPROACH
PART 1
PLANNING & PROPOSAL STAGE
Start to happen when we find the problem (why, what, how), it leads to question and it will drive the purpose (objectives) and lastly it will be rationale as a summary.
Researchers need to design a data collection instruments (tests, questionnaires, inventories, interview schedules/guides, rating scales, survey plans, etc.)
Methodology
There are 2 type of methodology we can use to deal with the research problem (Inductive & Deductive)
INDUCTIVE REASONING
Specific argument to General conclusion:
by observing a specific outcome of the experiments, we concluded the observation in generalized form.
*Logically true but may or may not be realistically true.
DEDUCTIVE REASONING
General argument to Specific conclusion:
from one or more statements to reach a logical conclusion.
*Logically true & Realistically true.
FURTHER READING
PART 2
DATA COLLECTION
3 types of data to collect:
- Archive : data without researcher's first-hand participation
- Elicited : co-created by researchers & members
- Fieldbites : observational and reflective notes during on-site visit
DATA ANALYSIS
- Coding : Categorizing
- Noting : Describing
- Abstracting
- Checking & Refining
- Generalizing
- Theorizing
ETHICAL NETNOGRAPHY
It is vital that to keep the ethics when doing online research. Remember to cite credits and references in the whole process.
INSTRUCTION
Fig 5: Module Information Booklet
PROJECT 1: Proposal
For this project, we were tasked to work in a group of 6 (we are Group 3) to study a cultural phenomenon or a particular subculture. We need to select a theme and indicate a specific culture based on the theme to convey our interpretation or adaptation of the culture, and then identify a research problem within the theme and lastly prepare a proposal for that.
Group 3 Members:
Wong Min Yuk
Chong Meng Hui
Tan Xing Tong
Teo Cai Jun
Goh Qing Yee
Fann Man Ling (me)
Week 1
In our meeting, we did the research together and came up with some ideas, such as Chinese Calligraphy subculture, Moori subculture, and Ah Beng subculture. We went for Chinese Calligraphy subculture at first.
Week 2
After a few discussion and research, we've finally decided to choose 'Skateboard / Skater culture' as our topic since we felt this subculture was fun and we had the interest to know more about it. Then, we started to brainstorm ideas for the research statements (problem, questions, objectives).
Fig 6.1: Draft 1_Research statements (jotted by Min Yuk)
We then showed our research statements to Dr. Charles in the consultation session. He gave us some suggestions and guidances that certainly gave us insight into the research problem, questions and objectives.
Fig 6.2: Consultation Meeting with Dr. Charles (13/01/2021)
Fig 6.3: Draft 2_Proposal (13/01/2021)
After looking through the Draft 2 (Fig 6.3) and discussing with my teammates, I have organised and made a draft note to ease the process of doing the proposal.
Fig 6.4: Draft 3_Proposal (22/01/2021)
Week 3
After we have done the proposal slides, we consulted with Dr. Charles to make sure that we are on the right track.
Week 4
We presented our proposal in the class.
Final Proposal:
Fig 7: Final Proposal (24/01/2021)
FEEDBACK
Week 2 // Research problem, questions, objectives
Since all the data we got for skateboard culture were from th existing data, Dr. Charles suggested us to relate the subculture with contemporary culture, such as the non-geographical platform like VR or AR technologies, as it's a nice option to promote the subculture among Malaysian during quarantine due to the global pandemic and there're rather less data about it, in this case, we can discover more for the culture.
Dr. Charles also told us to find the relationship between the subculture that we've chosen with other culture, so that we can find out the research problem from that.
Week 3 // Proposal Preparation
The feedback we got from Dr. Charles with our finished proposal:
- explain why we choose to focus in Augmented Reality (AR) in the presentation.
- mention what platform that we will use for the music video (ideation), target respondents, expected responses.
- add the project timeline.
- add sub-objective in the research objective.
Week 4 // Proposal Presentation
After the presentation, lecturers liked our proposal and we were good to move on to data collection. They suggested us to quickly do the video planning and task distributing due to the limitation of time. They also gave us some suggestions like we can approach the local skateboarders and local Hip-hop artists to be featured in the music video.
REFLECTION
I felt lost at first when we were briefed to use Netnography in doing research about a culture, and I had no idea what subculture to be chosen would work better for the final part (Ideation). However, things got better when we have decided the subculture for the project and it happen to be the sport that I've always wanted to try. Hence, I was quite enjoyed in looking for regarding research and brainstorming the ideas that we can use for the final part (Ideation).
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