Theoretical Paradigms: Positivism, Feminism and Interpretivism

Justine Crofts
Sylvia Hungria
Jeremy Monfries
Matthew Wood

POSITIVISM

The objective of Positivism is to explain and predict through detached, quantitative research, observation and study. Positivism proposes reality is constructed through absolute natural laws and mechanics. these laws and mechanisms can be defined through observation. if something can be observed, it can be defined and quantified.
the observer and observed are seen as independent entities, and the observer must keep an ‘objective distance’. there can be no interaction between the two, as this could influence the observers results.

Positivism conducts research through quantitative methods. conditions for research and observation must be carefully controlled to prevent improper influences. Questions and/or hypothesese are presented in propositional form and are subjected to empirical tests to verify them (guba, e. g., & Lincoln, y. s., 1994).

Positivism’s central tenet is that ‘anything that cannot be verified by experience in meaningless’ (Blaikie. 2007. p.113). originating in the work of comte, Positivism can be divided into three varieties. comte posited that laws about reality can be discovered through observation of discrete events and believed in a hierarchical structure in the sciences.

The second variety, Logical Positivism, was founded in vienna during the 1920’s. it was believed that any theory must be based on experience and observable phenomena, and is known as Phenomenalism. Differing from comte’s version of Positivism, the vienna school adhered to a reductionist perspective regarding reality and that all sciences were functions of physics.
the third variety, a derivative of the second, is know as the ‘the standard view’ and its main focus is the identification of universal laws.
the tradition view of science is Positivist, and this traditional view places a heavy emphasis on quantitative research. the more recent and less quantifiable social sciences are seen as ‘soft’ science. Positivists believe value judgements and the ‘subjective’ are deemed unscientific as they cannot be tested, so positivism would be inappropriate to most social sciences, which are difficult to explain in quantifiable terms.
Positivism is useful in the traditional sciences like maths, chemistry, physics, where quantification of material is useful and obtainable without risk of bias, influence or imprecision.

References
Guba, e. g., & Lincoln, y. s. (1994). Competing paradigms in qualitative research. in n. K. Denzin & y.s. Lincoln (eds.), Handbook of Qualitative Research (pp. 105-117). thousand oaks, ca: sage.

Blaikie, n (2007) Classical Research Paradigms. Approaches to Social Enquiry. Polity Press, cambridge.

FEMINISM

Feminist theory can often be described as applying feminist principles to analyse textual constructs, imagery and research. it implies that women will have different reactions and experiences to men and strives to gain a female perspective to avoid gender-bias in the results. it is aimed at evaluating how gender is affecting politics, history and literature and is derived to provide multiple narratives of women beyond the typical views. Feminist research is research by women identifying as feminists (wadsworth, y 2001). the ‘what’, ‘why’ and ‘how’ of feminist research is drawn on women’s experiences in a patriarchal paradigm.

Feminism is developed by women, but has increasing influence with both sexes. it seeks to criticize, re-evaluate and transform the place of women in culture. the theory is based on the assumption that social organisations and culture have been dominated by men to the exclusion of women. “consequently, a major area of concern to feminism is the recovery and articulation of women’s experience in history and in contemporary societies and a reconstruction of the fundamental intellectual assumptions and social practises of many areas of study including sociology, psychology, history and other social and humanistic disciplines”.

The most central and common belief shared by all feminists…is the presupposition that women are oppressed. it is from this common acceptance that there is indeed a problem, that there is something amiss in the treatment of women in society, that feminism arises.’ (stanley and wise, 1983). this is not `knowledge for its own sake’ but rather is knowledge explicitly dedicated to bringing about change and improvement in our situation as women (wadsworth, y 2001).

The feminist perspective first evolved around the 1970’s to counter the general masculine bias in formulation, concepts, theories, methods and interpretation of results (Blaikie 2007, pp. 167). there have been texts dating back to the 1800’s which expose feminist viewpoints, but were never considered as such until much more recently. the basis of this theory is to discover the biased historical and cultural references towards women and to gain a matriarchal perspective which may have been lost or never considered.theoretical feminism aims to re-interpret patriarchal views which often provided biased opinions, providing new and accurate perspectives from a women’s account or own experience.“Further, women (and men) needed to consider what it meant to be a woman, to consider how much of what society has often deemed inherently female traits, are culturally and socially constructed” (siegel 2006).

There is not a single feminist theory, each attempts to understand the view of women and their social, economic and political positions in society.Feminist theories have challenged the objectivity in previous social sciences.

Theoretical feminism can be categorised into three general groups:

1. theories aiming at establishing a feminist view which aim to re-interpret history and literature to provide an accurate women’s perspective (feminist view of history and literature). this also includes a feminist standpoint in which women’s experiences (as oppressed members of society) are more reliable knowledge bases to place political action on. “standpoint Feminism claims less powerful members of society are able to achieve a more complete view of social reality than are others. Less powerful groups, like women and minorities, may be less incorporated into the reward system of society and more clear sighted and critical about its inequalities and deficiencies.”(wadsworth 2001).

2. theories having an essentialist focus (French feminism and psychoanalytic feminism). this extends to feminist postmodernism as knowledge is local and contextual, rather than universal. establishing that there is no criteria for establishing truths.

3. theories focusing on sexual difference and politics (gender studies, socialist feminism). including feminist empiricism as an attempt to reform, rather than replace traditional sciences.

These are theories of feminism which rejects the belief that the differences between men and women are socially constructed or are established through socialization. rather, it believes men and women are different in essence and that these differences arise from differing human natures. cooperation and competition, therefore are not just values which have been socially assigned to women and men respectively, but are values that arise from the fundamentally different character of the two sexes.
the feminist paradigm challenges the idea of neutrality in scientific research, believing that a person’s social standpoint and personal experiences limits and prejudices what one knows. Feminism is useful for research projects which explore women’s sciences and politics or to gain insight into historical experiences. Feminists view ‘sex’ and ‘gender’ as fluid meaning that they pertain gender to social views rather than their biology.

Feminist methodology can be applied to challenge most social sciences concepts of neutrality. Feminist theory application can be useful in social studies and could include literature, historical perspectives, art, criminology, technology, health, medicine, psychiatry, mental health, childbirth, contraception, abortion, urban services, town planning, welfare and education.

References

Books

Blaikie, n (2007) Classical Research Paradigms. Approaches to Social Enquiry. Polity Press, cambridge, pp 134-176
stanley, Liz, wise, sue (1983), Breaking Out – Feminist Consciousness and Feminist Research, routledge and Kegan Paul, London

Websites

K, siegel 2006, ‘introduction to modern Literary theory’ viewed 13 april 2011, http://www.kristisiegel.com/
theory.htm#feminismpdf a, mahmoudi 2006, ‘Feminism’ viewed 13 april 2011, http://www.istheory.yorku.ca/Feminism.htm
unknown, ‘introduction to women’s studies’ viewed 13 april 2011, http://sparkcharts.sparknotes.com/womens/ womens/section1.php
wadsworth, y 2001, ‘what is Feminist research?’, paper presented to Bridging the gap: Feminisms and Participatory action Boston college, June 22-24, <http://ggsc.wnmu.edu/gap/wadsworth.htm>.
unknown, ‘Feminism’ viewed 19 april 2011, http://sociologyindex.com/feminism.htm

INTERPRETIVISM

Interpretivism is based on the observation that there are fundamental differences between the natural world and the social world. Because of this, the logic and methods of the natural sciences are not applicable to the study of societies. unlike the natural world, where a particular action consistently produces a given result, social actors do not uniformly react to stimuli. rather, they actively interpret the situations in which they find themselves and act on the basis of these interpretations.

The aim of interpretivism then is to understand the subjective experiences of those being studied, how they think and feel and how they act/re-act in their habitual contexts. at its core is an assumption that social actors generate meaningful constructs of the social world in which they operate.
Pioneered by the work of weber, schütz and winch, interpretivism evolved out of hermeneutics and phenomenology and their view of the fundamental differences between the natural (Positivist) and social sciences. natural sciences assume the ability to generate ‘objective’ knowledge, focuses on causal relationships between events, and values testable hypotheses while ignoring anything that cannot be directly observed. social sciences focus on the ‘subjective’ experience and assumes that this experience cannot verified or tested using methods from the natural sciences.

Weber (1864-1920) was mainly concerned with understanding social actions, relationships and causal relationships. he focused on establishing a valid and objective science of the subjective nature of the social world. he defined sociology as ‘a science which attempts the interpretive understanding of social action in order thereby to arrive at a causal explanation of it’s course and effects’ (weber, 1971. p.68).
schütz attempted to expand where weber hadn’t. he too considered the issue of an objective theory of subjective meaning structures to be the main goal of the social sciences. schütz identified weber’s failure to properly explore the meaningful act and explored more extensively weber’s idea of social ‘action’.

Winch focused on common elements, behaviour, standards in social life and the idea that behaviour was driven by a form of rule-following. winch argued that language was the main driver of this rule-following and that social relations were governed by the concepts communicated in language. winch believed that language and social activity were inexplicably linked. so, “language came to be seen as medium of social interaction, and everyday concepts as structuring reality.” (Blaikie, 2007. p.131).

Interpretivism has provided a powerful critique of many ideas of positivism that are widely used in social sciences. it influenced a whole field of research illuminating people’s everyday life experiences. it helps researchers understand social life from the point of view of those being studied, such as unstructured observation, unstructured interviews and personal documents.
it attempts to generalise by identifying ‘typical’ meanings, ‘typical’ social actors, ‘typical’ actions in ‘typical’ situations. this generalisation forms the basis of a methodology for creating objective theories of social interaction.
interpretivism is a qualitative research paradigm and could be useful for research projects where exploration and insight into the subjective experience are valued. interpretivism might be a useful research paradigm for research projects investigating commonality between linguistic elements in a particular society, researches conducted in natural settings in order to collect substantial situational information, unstructured observation, open interviews and discourse analysis.

References

Blaikie, n (2007) Classical Research Paradigms. Approaches to Social Enquiry. Polity Press, cambridge.

Weber, m (1964) The theory of Social and Economic Organization. oxford university Press. new york.

Hughes, J., sharrock, w. (1997) The Philosophy of Social Research. Longman social research series, London.

Hughes, J., Sharrock, w. (2007) An Introduction to Sociological Thinking and practice. Palgrave macmillan, uK.

Patterson, D. (1996) Law and Truth. oxford university Press, new york.

Smith, r. B. (2008) Cumulative Social Inquiry: Transforming Novelty into Innovation. the guilford Press, new york.

Abbott, D. (2010) sociology revision – methodology, Positivism and interpretivism [online]. 2010. available from
http://tutor2u.net/blog/index.php/sociology/comments/sociology-revision-methodology-positivism-and- interpretivism/ [accessed 08/04/2011]

Gregor, Shirley. information systems Foundations: constructing and criticising.
viewed april 13 2011,

http://epress.anu.edu.au/info_systems/mobile_devices/ch01s04.html#d0e197

Unknown, sociology index, interpretivist and interpretivism.
viewed april 14 2011,

http://sociologyindex.com/interpretivist_interpretivism.htm

Taylor, Dr s. (2011) Principles of sociology – chapter 3,
viewed 12 april 2011,
http://www.londoninternational. ac.uk/current_students/programme_resources/lse/lse_pdf/foundation_units/prin_soc/prinsoc_chapter3.pdf

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Research Proposal

This was a research proposal written in the Research Methods course at RMIT as part of their Master of Communication Design course.

Understanding Current Mainland Chinese Creative Arts and Design Students Preparing for an International Undergraduate Education

Keywords:
Australian, Chinese, Design, Art, Creative, Undergraduate, Education Curriculum, Internationalism, Outcomes

What is the objective of this research?

The proposed research will explore the motivations, expectations and backgrounds of mainland Chinese design students. Why do they study design? What outcomes do they want and expect to learn? How have they been taught to learn? What can be done to address these issues to provide a better education experience in Australia?

In this research, Chinese students are defined as mainland Chinese who studied secondary school inside the People’s Republic of China. (Taiwan, Hong Kong and Macau are not considered mainland Chinese for this research)

The objective of the research is to establish information on prospective design students for education institutions that could lead to improved service provision. This may allow a move towards an internationalized, rather than western biased curriculum in design by education providers, Identify incorrect assumptions and false expectations, develop a better understanding of potential students.

This is not a study into the methods, theory and pedagogy of design education in China. The intention of this research is to understand the education history and expectations of students wishing to come to Australia and study design.

Why is this research important, and what is the rationale?

According to the International Association of Universities, the internationalization of education is “the process of integrating an international, intercultural and/or global dimension into the goals, functions (teaching/learning, research, services) and delivery of higher education” ( International Association of Universities, 2004, para. 1).

The increase in overseas student numbers is leading to an internationalizing of classes and education curriculums in Australia. The volume of international students increases revenues for education institutes, but brings up issues for teachers, students and education developers. Some of these issues include quality control, cultural differences, language barriers and student services.

There has been some research into overseas students, and Chinese language students as an entity (McCormick ; Niles 1995; Conlan 1996; Crassini, Smith et al. 1998; Chan 1999; Hellstén 2004), but little on International students studying a specific subject like Creative Arts and Design. Would a Chinese medical student be as different to a Chinese design student as Australian medical and design students are? The volume of Chinese students studying in Australia suggests a more focused analysis is possible and required.

The research will examine Chinese design students in China preparing for further undergraduate study in Australia. By understanding design students in China, courses, classes and assignments could be adjusted where appropriate. As some Australian universities already offer curriculums purely for Chinese language students, the research should show if Chinese focused curriculum and lessons would be necessary or advantageous for Chinese design students.

The international education market is highly competitive, and is a significant contributor to the Australian economy. International education activity contributed $14.2 billion in export income to the Australian economy in 2007. Chinese students make up 21.9% of this number ($3.1 billion). This makes them an important and valuable section of the education industry (House of Representatives Standing Committee on Economics 2007). A recent survey of 5,000 prospective international students (to all countries) by found a 54% rise in Chinese students wanting to study creative arts overseas. (Sharma 2011) If Australian Design Colleges wish to stay competitive, and attract Chinese students, an investigation is needed into what these students need and want, and ways if possible, educators can provide these.

Offshore education is also a developing field for education providers, and globalization and GAT treaties have made higher education “a service commodity, that is not only produced and consumed domestically but also traded internationally.” (International Association of Universities, 2004, para. 10). Offshore campuses, private education institutions operating in China providing design subjects, and domestic universities in China wishing to internationalize their curriculum will need a better understanding of students wishing to undertake Design classes.

Research Questions:

1. Who studies design in China? Where do they come from? What are their backgrounds? How have they studied design and what have they studied? How successful has there general education been? What is their socio-economic situation? What else have they studied? Are there similarities in the research group?

2. What are their wants, needs and expectations? This is value laden question, but as education moves into the service industry, it is a question that needs to be asked. How can education providers meet their clients expectations? What do they think design will offer them? Do they want a theoretical analysis of design; do they want to learn techniques or creativity and lateral thinking exercises or real world projects? What will make them successful designers? Will it assist in migration? Do they feel they’re getting what they paid for?

3. What problems are there and what assumptions are being made? How big a problem is language for design students. Are political issues relevant? What do students assume they will be learning and how they will be taught? Are Chinese students prepared and able to adjust to an internationalized curriculum? Is the assumption/stereotype of mainland students as passive route learners accurate or incorrect?

What research is out there?

Holdsworth completed a thesis for a Master of Arts at RMIT titled “An investigation of cultural values and educational behaviors in Chinese-origin Asian International students studying a creative discipline” (Holdsworth 2001). This appears similar to the proposed research topic. ‘The Chinese learner” or “learners from China”? A multiple case study of Chinese masters’ students in the University of Bath. ‘ (Tian 2008), was the subject of a PhD thesis that explored stereotyping ‘the Chinese learner’ and problems with generalizing Chinese students.

There has been some research into art and design education in China: “On the Education of Chinese Contemporary Art Design” (Huiyi, 2007 #21), and “The Research on the Innovation Education of Art Designing” (Ju Ping, 2005 – 2009 #22)

“Teaching Students From Overseas” (Ballard and Clanchy 1991) is one of the main resources for Teachers and lecturers teaching students from overseas.

The objective of the research is to establish information on prospective design students for education institutions that could lead to improved service provision. Possible outcomes of this research could lead to subjects specific to Chinese students. Examples could involve subjects in Chinese Typography, Bilingual Typography, English for Designers, and Creative Drawing.

Another possible outcome could be a recommendation to lower IELTS requirements for subjects requiring a portfolio submission.

What Theoretical Perspectives shall be used

Interpretivism would be an appropriate Theoretical Perspective for this research.

The aim of Interpretivism is to understand the subjective experiences of those being studied, how they think and feel and how they act/re-act in their habitual contexts.

Interpretivism is a qualitative research paradigm and is useful for research projects where exploration and insight into the subjective experience are valued. It’s also useful for research projects investigating commonality between elements in a particular society, researches conducted in natural settings in order to collect substantial situational information, unstructured observation, open interviews and discourse analysis.

If Australian schools are to deliver a more meaningful education experience for Chinese students, they need to identify and understand these potential students as individuals, and not one large collective. Personalizing these students through understanding their experiences in their own words will be a positive step.

Interpretivism will allow a personal insight into the subjective experiences of the participants. This is not research into what and how these students have learnt, but their motivations and expectations of the learning experience.

Methodology

Ethnography is an appropriate social science research method. It relies heavily on up-close, personal experience and possible participation, not just observation

‘Ethnography as method seeks to answer central anthropological questions concerning the ways of life of living human beings’ Ethnographic questions generally concern the link between culture and behavior and/or how cultural processes develop over time.

Interpretation involves attaching meaning and significance to the analysis, explaining descriptive patterns, and looking for relationships and linkages among descriptive dimensions. Once these processes have been completed the researcher must report his or her interpretations and conclusions.

Ethnography will be the methodology. At the core of the research is the need to understand the potential clients of Australian Universities (Chinese students) as individual people with deeply unique personal experiences. The cultural behaviour of these students is needed to be understood.

The International student market is highly competitive, with many prestigious and reputable institutions competing for the same students. Reputation will always be the most important factor for a prospective student, but universities will have a better chance of attracting attention if they market, address and relate to these students as individuals.

How will the methodology be conducted

The Ethnographic method in practice is to study people’s behavior in everyday contexts, rather than under experimental conditions. Observation and relatively informal conversations are usually the main ways of gathering data.

The approach to data collection is “unstructured in the sense that it does not involve following through a detailed plan set up at the beginning; nor are the categories used for interpreting what people say and do pre-given or fixed.

The focus group should be a single setting or group, of relatively small scale. In this case, it will be small group of Chinese students currently living in China. They will be final year High School students, or IELTS students preparing for overseas study in a design field. The research will be conducted in their final semester.

Following Tian’s methodology in her 2008 thesis The Chinese learner” or “learners from China”, multiple methods of data collection will be integrated.

Personal and audio diaries
Personal diaries do not need to be purely hand written documents. MP3 recorders can be given to participants and a daily audio diary can be kept. Anything they felt important or relevant could easily be recorded by individuals or in a group. A recording device is easier to carry, and data can be recorded instantaneously, thereby minimizing the distortion of memory.

Interviews

Three types of interviews can be conducted:

An initial semi structured interview. This will be at the beginning of the final semester. Educational and family background, experiences and initial expectations will be recorded.

Monthly follow ups. These are to clarify ambiguous points in the audio diaries, and record changes in participants conditions. These interviews can be as formal or informal, regular or irregular to suit individual participants situations, involvement and attitudes.

Final interview. This will be at the end of the academic year. The students will have known if they have been accepted into overseas universities. It will give the participants a chance for self evaluation, and evaluation of the research over the year.

Online interaction is a common method of communication now, and should also be incorporated into the research. Facebook, skype, messenger, blogs and twitter (as well as their Chinese equivalents) are great sources of sharing information, and should be used.

The most important part of the methodology will be to develop a professional, but trusting and friendly relationship with the participants. This will encourage honest, meaningful and volume of participation and depth of data.

Timetable:
The timeframe needs to be in the last semester of studies, as students prepare for further study overseas.

Prepare proposal by June 30
Complete literature review by July 14
Complete fieldwork by November 30 (End of semester 2)
Complete analysis by December 31
Give presentation on January 1
Complete final report by January 15

Validity and Ethics

Relationship between the researcher and participants is always a difficult issue. Ethnographic research requires active involvement with participants, but there are issues in my research and my relationship with participants that must be addressed.

Teacher/student relationship. I’m a teacher, and my participants will be high school/first year university aged students. This is a very strong hierarchical system in China and a difficult one to dismantle.

Chinese/Foreigner relationship. Not a hierarchical barrier like the teacher/student relationship, but a cultural one. China is still a very homogeneous society. Most young Chinese would have very little contact with foreigners.

Age. ‘Don’t trust anyone over thirty’ claimed a young Jack Weinberg in 1964. There will be an age difference of over twenty years between the researcher and participants.

Linguistic. Chinese is a very different language to English, which makes misinterpretation and misunderstanding common.

Reliability and/or distrust of authority. There is a deep rooted distrust and suspicion of authority, especially in research, interviews and investigation. Common advice given to young students in China is to ‘Say what the teacher wants to hear’ and play safe and ‘have no opinion’. There is also cynicism about intent of purpose (how much money would the researcher make from the research and how much money could be made from the data collected).

Anonymity, confidentiality, intent and sincerity of this research must be made clear and transparent to the participants.

Personal Bias. Just as the participants could just tell me what I want to hear, I could also fall into the trap of asking what I want to hear. It would be very easy for me to abuse or neglect my position of influence.

It would be ludicrous for a 40+ Australian teacher to expect to be accepted into a community of 20-year-old Chinese teachers as an equal. My position in this research will always be as an outsider. The relationship that would need to be developed is sincerity, trust and non hierarchical, with the focus being on the intention of the research being to ultimately benefit the participants.

Conclusion

China is going through massive social changes faster than any country in history. Ten years ago China was considered an underdeveloped country, and an overseas education was only for outstanding students or a rich elite. Australia was the most accessible and affordable option for the majority of these Chinese students seeking a western education.

Now China is the second largest economy, its universities are recruiting international students of their own, and an overseas education is more affordable and accessible for a larger group of students. Students have grown more discerning and demanding.

Violence against Indian students in 2009 was amongst one of the reasons in a 46% drop in Indian student visa applications the following year, and another 30% drop recorded in 2011. (Economic Times, 2011., Times of India, 2010)

Racism was not proven to be a motivating factor in these attacks, nor is it the only reason for the drop in numbers (inflation, stringent testing and checks included) but the poor handling of this issue showed a lack of understanding of the Indian student community and contributed to the drop.

Australian education institutes have grown to rely on the income overseas students provide. Students are becoming aware of this and are becoming more demanding in services universities provide.

It is common business sense to understand clients and people, and not commodities. Understanding and researching these students as individuals (as opposed to statistics) will help Australian universities develop a more personal education experience.

References

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Mother’s New Old Career


These are my mother’s illustrations. She was an ‘old school’ graphic designer, before photoshop, illustrator, inDesign and computers. It’s great to see her old style coming back into fashion, even though I dont have her skills.

Signs life must be spiraling downwards when:
a) Your mother becomes your competitor
b) Her skills are far superior, and her rates are lower.

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The National Characteristics of Australia

Liam Colquhoun, Sherif Fouda, Matthew Wood

Introduction

It is often the role of the designer to tap into the shared sensibilities of an audience to communicate a message clearly. By using preconceptions people share about a place or object, as a kind of cultural shorthand, we are often able to take a short cut to the effective communication of an idea.

With globalization playing an ever-larger role in all fields of commerce, including by association, the field of commercial design, it is becoming increasingly important to be able to communicate unique national characteristics to a global audience. Of course the idea of national branding is a complex one. How to represent an entire, diverse nation, with all of its historical intricacies in a simple, effective way?

In Intruders in the Bush: The Australian Quest for Identity by John Carroll (1992), the author refers to each culture’s “hierarchy of sacred sites” as tangible touch-points that go some way to defining the very nature of a nation.

Recent events such as the bushfires in Victoria and the catastrophic flooding of Queensland have turned the world’s attention to Australia. Such unexpected disaster left Australians reevaluating the importance of community and working collectively toward a common goal. Such a catastrophe has put the Australian national characteristics across the various cultures and professions in perspective. Events such as these reform our values collectively. “National identity plays a key role in nation branding” (Dinnie 2008).

The national identity encompasses many things including culture, history, economy, people and landscape. Designers have a major role in national branding, utilizing the ‘sacred sites’ as tools, to connect to their audience and help impart a clear understanding of the current issues facing a nation.

The Australian National Identity

Australia is primarily an island continent that is geographically disconnected from the rest of the world. The indigenous, aboriginal Australians, settled on the land well before European colonization. Now Australia is a diverse multicultural society, with people from many different cultural heritages calling Australia home. What is surprising is that indigenous Australians make up only 2.5% of the total population (Wikipedia, 2009).

The aboriginal people of Australia have a unique style of art, ceremonial traditions and exotic storytelling. Other aspects from the Aboriginal culture that heavily influenced the Australian identity include music and dance, the red desert and the sacred Uluru. The crystal clear blue seas of the Great Barrier Reef and the vast open spaces of the landscape also identify Australia internationally.

Case Study: Australia Pavilion, Shanghai World Expo 2010

By way of example, the Australia pavilion at the 2010 World Expo in Shanghai, used the red cliffs of Ayers Rock to inform the exterior architecture, while the interior referenced all manner of cultural iconography such as aboriginal art, the Great Barrier Reef and the celebrated Australian affection with the outdoors.

Other Sacred Sites

What can be seen in our myths and legends is the honouring of the victim – the anti-establishment, individual ‘underdog’. Maybe this comes from our penal colony beginnings, and the stigma of being an Australian ‘currency lad’ instead of English-born ‘Sterling’ (Sterling being valuable everywhere, currency is only of value in its country of origin).

Folk heroes: Ned Kelly

Either a cop killer or Australian Robin Hood, his identity generally is that of an articulate rebel, forced into crime by society. His stand at Glenrowen was audacious and defiant. Despite his murders, he was seen as a hero in his day and beyond.

Historical Events: Eureka Stockade

This was the birth of nationalism and the Southern Cross, a non-English symbol of identity. Australia’s only armed rebellion was crushed in twenty minutes with the deaths of 22 diggers and five soldiers. The consequences of this rebellion were the government relenting to all of the miner’s demands and the acquittal and release of all participants (bar one local editor who served three months in jail). The government’s response to this uprising paved the way for a peaceful transition to Federation. The soldier’s of World War I strongly identified themselves with the rebels of Eureka Stockade, so they called themselves “diggers”.

Gallipoli

The Gallipoli myth would be the most meaningful event for the Australian identity. Whether it should be celebrated playing two-up celebrating mateship and a courageous defeat at the hand of incompetent British commanders, or solemnly commemorating meaningless deaths and purposeless slaughter is still debated. As Eureka Stockade was the birth of a domestic Australian identity, Gallipoli was the creation of Australia’s international identity.

Culture and the Arts:

Australia is home to some of the oldest known works of art, such as the rock paintings found in West Australia’s Pilbara region, and the Olary district of South Australia, estimated to be around 40,000 years old. Aboriginal Art is found in many different formats, one of the best-known being the ‘dot-painting’ of the Papunya Tula that continues to be produced and collected to this day. Despite being largely ignored by early settlers, aboriginal art is held in high regard by the contemporary art scene. In 2000 an example was sold for nearly half a million AUD.

Australia may be easily referenced in traditional songs like Walzing Matilda: a folk song glorifying an itinerate sheep thief choosing death over capture or Bound for Botany Bay, mythologized as a song convicts sang on their way to Australia, but in actuality originating from an 1885 music hall production, “Little Jack Sheppard”. The more contemporary Australian music scene, as with many aspects of the Arts, thrives, with international success enjoyed by bands such as INXS and Razorlight.

While Australia’s architectural heritage goes far beyond one building, the iconic Sydney Opera House, designed by Jørn Utzon in 1973, is one of the most recognizable buildings in the world.

Food and Drink:

Australia’s cultural diversity is also demonstrated in the range of international influences that go to make up modern Australian cuisine. Known globally as hub of fusion cuisine, Australia is not defined by one style of cuisine, but by the quality, affordability and diversity available. Being recognized as a leader of the New World wine revolution of the late 20th century adds to this enviable reputation.

Sport:

Unlike Spain, a “divided country, united by football”, Australia may be referred to as a united country divided by football. Four football codes in Australia, very roughly divided along geographical and socio-economic divisions: Australian Rules (Victoria, South and Western Australia), Rugby League (NSW and Queensland), Rugby Union, (played in private schools nationally), Soccer (national but perceived to be more European than Australian).

Outdoor activities have always played a big part of the Australian psyche, so it is logical that sport is such an important part of the country’s identity. Sport provides an opportunity for the country to be presented internationally, either by the excellence of sportsmen and women like Don Bradman, Ian Thorpe or Cathy Freeman, or events such as the 2000 Sydney Olympics.

Summary

The word that springs to mind when considering Australia’s national identity is ‘diversity’. A meeting point of European, Asian and indigenous influence, the country can truly lay claim to the ‘melting pot’ tag that is so often associated with the other ‘New World’, the United States of America.

However, Australia, unlike the US, retains an international image of youth and dynamism, reflected in the thriving cultural scenes of the major cities and the high quality of life enjoyed by much of the population. This dynamic may, at least in part, be due to the relatively small population and fairly recent modern history. In any case, the national identity of Australia is likely to be one that grows and evolves from the sacred sites, old and new, referred to by John Carroll (1992).

References

Anholt, S. (2008) Competitive Identity, Palgrave MacMillan, London, UK.

Australia.com, Tourism Australia, http://www.australia.com/about/culture.aspx, [Retrieved 17th April, 2009].

Australian Bureau of Statistics, 2006, Australian Sports Attendance Statistics, http://www.abs.gov.au/

AUSSTATS/abs@.nsf/DetailsPage/4174.02005-06?OpenDocument, [Retrieved 18th April, 2009].

Brandchannel.com, 2009, Branding a Country, Interbrand, Country_Branding.pdf, [Retrieved 20 April 2009]

Carroll, J (1992) Intruders in the bush: the Australian quest for identity, Oxford University Press, Oxford, UK.

Cousins, S (2005) Contemporary Australia, national_id.pdf, viewed 21 April 2009

Dinnie, K (2008) Nation Branding: concepts, issues, practice, Oxford, Burlington Massachussetts, USA.

Fan, Y (2008) Key Perspectives in Nation Image: A conceptual Framework for Nation Branding, PDF, viewed 20 April 2009

Henderson, G (2005) The lingering myth of Anzac Day, Sydney Morning Herald, viewed April 10 2011, <http://www.smh.com.au/news/Gerard-Henderson/The-lingering-myth-of-Anzac- Day/2005/04/18/1113676698825.html>.

Immigration Australia (2009) Living in Australia, http://www.immi.gov.au/living-in- australia/values/background/#d, [Retrieved 18th April, 2009].

Lenin, VI (1977) Lenin Collected Works, Marxists Internet Archive, viewed April 9 2011, <http://marxists.anu.edu.au/archive/lenin/works/1913/jun/13.htm>.

McAllister, I (1997) Perceptions of Australian Cultural Identity, http://www.accessmylibrary.com/coms2/summary_0286-34195102_ITM, [Retrieved 17th April, 2009].

Morrison, A (1965) Let’s Talk Strine, Sydney, Australia.

Unknown Australian folk music, Australian Government, viewed April 9 2011, <http://www.cultureandrecreation.gov.au/articles/music/folk/>.

Unknown Who’ll Come a Waltzing Matilda With Me?, National Library Of Australia, viewed April 9 2011, <http://www.nla.gov.au/epubs/waltzingmatilda/>.

Unknown Eureka Stockade, Australian Government, viewed April 9 2011, <http://www.cultureandrecreation.gov.au/articles/eurekastockade/>.

Unknown Botany Bay (song), Wikipedia, viewed April 10 2011, <http://en.wikipedia.org/wiki/Botany_Bay_%28song%29>.

Unknown (2003) Ned Kelly: villain or hero?, The Age, viewed April 9 2011, <http://www.theage.com.au/articles/2003/04/30/1051381992052.html>. Samovar, L., Porter, R., 2000, Intercultural Communication, Wadsworth Publishing, London, UK.

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Sketching Ideas For User Experience

Bernard Herron
A. It’s 10.00 am and time for a coffee break at Bernards work. He makes a coffee and logs in.
B. He doesn’t have the time to play, he just wants to catch up on game news, and his real life friends.
C. Bernard would like to see an interface that shows messages, and customizable news items on characters, similar to rss news feeds.
D. Coffee break over and time to get back to work. Bernard logs out and gets back to work. He will play the game proper when he gets home from work

Max Bohm:
A. Max Bohm comes home at 11pm. He logs in to the game, skype and msn. He is ready to set to play for the night.
B. He logs into msn and skype to talk to his friends and allies. They are talking about ways to ambush their enemies.
C. Max and allies collect intel on their foes whereabouts. They choose a target and location to lay their trap.
D. The trap is set. Now it’s a waiting game. Max keeps the game window open, but loads up World of Warcraft and plays that. If his ambush is tripped, he will hear a combat notifier.
E. Max would like to see more room or options for chatrooms on the main navigation screen, or possible integration with msn or skype in the interface
F. It’s 3am, he has finished World of Warcraft, and no enemey has tripped his ambush. The computer is next to his bed, so he will be awoken if there is any event.

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Joomla Database: Install and View Foreign Language (Chinese)

Apparently the one-click installers like Fantastico are a bit lazy when it comes to creating Chinese friendly databases. I couldn’t view my Chinese fonts, but I found this great, and very simple to follow tutorial on formatting a Chinese friendly database by Thammatorn Kraikokit

http://zen-ar218.blogspot.com/2009/06/how-to-change-database-collation-to-utf.html

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The Designer and Globalization

Is it right that designers should question working for multinational companies? Or are these issues not the designer’s concern?

Can designers play a part in changing the image of global companies or go further and change the way global companies function?

Globalization is bringing economic and social communities closer together. Designers, like all professionals, have a responsibility to both their local and global communities, as well as to their own professions codes and standards. They have a key role in creating a multinational company’s image, but little influence in its functioning. The strongest influence Designers can have on multinational companies is as consumers, and as consumers in an affluent country like Australia, have a responsibility to ensure the products they use, do not profit from abuse or exploitation.

Abuse, exploitation of poverty, human rights and environmental resources are all effects of the globalization of world trade. But ultimately, globalism is a positive and beneficial force. It enables an isolated island like Australia, and a historically isolated nation like China greater contact with different cultures and ideas.

Globalism is a world “characterized by networks of connections that span multi-continental distances.” Globalization “refers to the increase or decline in the degree of globalism. It focuses on the forces, dynamism or speed of these changes”(Nye 2002)

There are four aspects of globalism – economic (iPhones produced in China using Australian resources sold in France by an American company), military (September 11 attacks planned in Afghanistan, environmental (The Black Death, SARS, global warming) and social (music, philosophy, facebook, twitter, youtube).

Economic globalism led to the exploitation of the Middle East oil fields by Western companies. With the spread of social globalization (through facebook, youtube and twitter), these countries are experiencing peaceful protests and calls for greater government accountability and Western style democracy.

Examples of non-globalist countries include Qing Dynasty China (“There is nothing we lack”), pre Meiji restoration Japan, Tibet (before its “peaceful liberation”), China during the Cultural Revolution, Taliban Afghanistan and North Korea.

The two Koreas perfectly illustrate the positive influence of globalism. By the end of the Korean War in 1953, both nations were equally poor, third world dictatorships. North Korea chose isolation through “Juche” (Self-reliance, or self dependence). South Korea industrialized using its cheap labour workforce to attract international companies. By 1987 the South Korean dictatorship was overthrown through a combination of factors influenced by globalism – improved economic, educational and even the Olympics affected cultural developments. Looking at the CIA’s factbook, South Korea has a GDP per capita of US$30,200 (45th in the world) to North Korea’s US$1,800 (195th)(C.I.A. 2011)

Among the negatives of globalism is the vulnerability of developing nations to exploitation. Western nations have moved away from production, and freed themselves from the costs of worker salaries and pensions, machine purchasing and maintenance, and the need to adhere to Western workplace laws, regulations and conditions.

These costs are now the responsibility of their contractors – operating in Free Trade Zones (or Export Production Zones) in developing countries like China, Philippines, Vietnam, Indonesia and Sri Lanka. These EPZ’s compete amongst themselves to offer the cheapest costs and labour.

“Working days are long – fourteen hours in Sri Lanka, twelve in Indonesia, sixteen in Southern China, twelve in the Philippines”.(Klein 2000)

Working conditions can be appalling – overcrowded dormitories, poor ventilation, extreme temperatures and fire hazards. Unpaid overtime (or penalties for not working overtime) is common, as are pay deductions, fees and penalties. With these EPZ’s paying minimal to no tax, there is little money for the communities for utilities and services such as water, roadworks, power supply and sanitation.

The competition amongst these EPZ’s allow corporations to take advantage of tax-free holiday periods, relocating or simply renaming the company once the tax-free period is over.

The lack of accountability and transparency in these zones allow any profits or taxes to be siphoned away through corruption. There will always be cheaper countries. As Chinese workers strike for better wages, Vietnam and Sri Lanka become cheaper. These companies will just move on, leaving nothing.

What should a designer do about this? According to the Australian Graphic Design Association’s code of ethics, a members responsibilities to the community are:

2.1 The environment
A Member shall work in a manner so that as little harm (direct or indirect) as possible is caused to the natural environment.

2.2 Conflict of interest
A Member shall not knowingly accept a position or commission in which a personal interest conflicts with professional obligation and duty.

2.3 Professional conduct
A Member shall not act in a manner that compromises the status of the design profession.

2.4 Design standards and support of AGDA
A Member shall encourage high standards of design and professional conduct, and support the aims of AGDA.(AGDA 2011)

There is nothing about a designer’s commitment to fair trade practices, use of child labour, or working for clients with poor human rights records. The AIGA in America’s “Design Business and Ethics” is a 76 page document focused more on protecting individual rights. It has six pages on the use of fonts, ten pages on copyright and twelve pages on sales tax. There is only one paragraph under the “The designer’s responsibility to clients” chapter that relates to ethics:

A professional designer who accepts instructions from a client or employer that involve violation of the designer’s ethical standards should be corrected by the designer, or the designer should refuse the assignment.(AIGA 2011)

Paul Nini, Associate Professor in the Department of Design at Ohio State University writes that a designer’s “most significant contribution to society would be to make sure that the communications we create are actually useful to those for whom they’re intended”(Nini 2004)

British Petroleum (BP) merged with Amoco in 1998 and stopped becoming an oil company and became an energy company. Landor Consulting designed a new logo and brand – “An Energy Company Going Beyond”. To emphasize this, they kept the organic green and gold of BP, removed the patriotic colours of Amoco, and shield of the old BP logo and replaced it with the new “Helios”, or “sunflower” logo.

The sunflower is “a very positive, organic symbol. The sun is a clean source of energy for almost every form of life.”(Holland 2006) Despite having this positive and nature invoking logo, BP’s branding amongst oil companies as positive and environmentally conscious was irrevocably damaged after the Gulf of Mexico Oil Spill of 2010. Designers have an important role in the image of global companies, but have no influence in their practice.

So what should a designer do? Few designers would be in the enviable position to choose the clients they work for. Principled stances in the workplace rarely lead to long term job contracts, security or promotion. The AGDA’s code of ethics’ responsibilities to the community are appropriate rules to follow, but they need to be updated to include a global responsibility.

A good example could be Apple and their suppliers (notably Foxconn). Some suppliers have been exposed as using child labour, unpaid overtime, and in Foxconn’s case, a history of harsh working environments, and a work environment where eleven employees suicided in one year. The company’s solution was to install suicide prevention nets and enforce “Treasure your life” parades by the workers.(Balfour and Culpan 2010) The design industry has been a long and loyal consumer of Apple products. If the AGDA had a global responsibility in their code of ethics, they would be obliged, and in a position to express members concerns.

It’s a designer’s role as a consumer where they can use their influence and abilities. According to Michael E Porter’s “Five Forces: A Model For Industry Analysis”, the five forces that influence an industries behavior are supplier power, barriers to entry, threat of substitutes, rivalry and buyer power.(Porter 2008) The consumer, through their brand identity, bargaining leverage and volumes of purchases, have the ability to influence company behavior. There is no mention of an employee or client’s ability to wield similar influence.

Corporations are more likely to listen to its consumers than to its employees, so designers should use these powers as a consumer.

Globalism is a movement whose history can be traced back to the Silk Road. As can be seen in Egypt, Tunisia and the Middle East, it’s not only material, but ideals that are connected. Governments who restrict or deny this historically become totalitarian systems with stagnate economies and lower living standards. Globalism’s ability to exploit, entrap and abuse are rampant, but its ability to connect ideas through the collect mind will eventually overcome these abuses. Designers as individuals have little influence over our clients, let alone multinational corporations. But as a collective of globally aware consumers, combined under an association like the AGDA, Designers could use there purchasing power to influence multinational corporations and become themselves good global citizens.

References

AGDA (2011). “Code of Ethics.” Retrieved April 15, 2011, from http://agda.com.au/about/code.

AIGA (2011). Design Business and Ethics. pp. 33

Balfour, F. and T. Culpan (2010). “A look inside Foxconn – Where I-Phones are made.” Retrieved April 15, 2010, from http://www.msnbc.msn.com/id/39099077/ns/business-bloomberg_businessweek/.

C.I.A. (2011). “The World Factbook.” Retrieved April 15, 2011, from https://www.cia.gov/library/publications/the-world-factbook/rankorder/2004rank.html

Holland, D. (2006). Branding for nonprofits: developing identity with integrity, pp77 Allworth Press.

Klein, N. (2000). No Logo, Flamingo.

Nini, P. (2004). “In Search of Ethics in Graphic Design.” Retrieved April 15, 2011, from http://www.aiga.org/content.cfm/in-search-of-ethics-in-graphic-design.

Nye, J. (2002). “Globalism Versus Globalization.” Retrieved April 15, 2011, from http://www.theglobalist.com/StoryId.aspx?StoryId=2392.

Porter, M. (2008). The Five Competitive Forces that Shape Strategy, p.86-104 Harvard Business Review.

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Persona’s For Pardus Users

These persona’s are fictitious, and in no way related to any player or person. The photograph’s used are intended to personalize the fictitious character described.  Any similarities between the people depicted in the photograph and the persona are purely coincidental

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The Australian Way Of Life by John Carroll

I just read Chapter 14 of ‘The Australian Way of Life’ by John Carroll. I’d never heard of him before. It seemed all ok to start with, though I started to roll my eyes when he started on blaming the Left (class warfare is SOooo 1980s). But what got me going was on page 239 when he wanting to ‘put things in perspective’ – meaning ‘the black armband view of history’.

This is not a case of ‘the social stratum in modern societies that pioneer both the creation and the destruction of culture’ – total bullshit. It’s a sign of maturity. We don’t need to believe in Santa Claus to still find Christmas meaningful.

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15 Great Graphic Design Jokes

15 Great Graphic Design Jokes.

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