BA (Hons) Graphic Design Context of Practice 3 Proposal Form 2013 Make sure you print a copy off for your own records Name:
Andrea Hannah Cooper
E-mail:
ac96495@students.leeds-art.ac.uk
SUBJECTS OF CONTEXTUAL RESEARCH ALREADY UNDERTAKEN
Level 4:
Graphic Design vs. Fine Art in terms of value
Level 5:
Field and Habitus in art galleries
AIM AND/OR OBJECTIVE OF YOUR PROPOSED C.O.P.3 PROJECT • Consumer interaction with graphic design in advertising within East Africa • What influence does graphic design of the Western World (developed countries) have in East Africa? • What is the cultural perception of graphic design in East Africa? • How does the cultural perception of graphic design in East Africa affect its uses and value? 1. What research needs to be undertaken into the general and specific contexts of your practice? I will begin by researching into the historical and cultural development of art and crafts within East Africa to determine the effect this has had on the development of graphic design in the area. I will look into how graphic design is perceived and what value is placed upon it within developing countries with low economies, and also how different historical events have affected the progress and evolution of design in these countries. The countries I will focus on which form part of East Africa are Kenya, Tanzania, Uganda, Rwanda and Burundi (the East African Community countries), with a particular focus on Uganda. I will look at the way graphic design is perceived within these countries as many cultures throughout Africa use graphic design and advertising as art, decoration and embellishments, particularly design that has come from the Western World. It is also important to look at who the designers in this area are and where their influences come from. It will be possible to draw comparisons between the design intended for the locals in rural areas, the locals in city areas and the tourists visiting the areas. •The general history of art and crafts within this specific geographical area has affected the style of graphic design in production. • The development of graphic design in East Africa has developed along side the history of countries gaining independence. For example, graphic design in Uganda during the years of rule from the British was influenced by British design and many designs were produced in Britain and exported to Uganda, whereas since gaining independence, Uganda has begun to use more of their own design. • Due to the economy being generally low within the countries of East Africa, the design is affected by low budgets although through imports from developed countries, there is a strong influence of Western Design.
2. What approach(es) will you take and what processes, methods, materials and tools are to be involved in research into your practice?
BA (Hons) Graphic Design Context of Practice 3 Proposal Form 2013 Make sure you print a copy off for your own records The methodologies with which I will research into the subject are geographical, sociological and cultural ones, looking at how graphic design is perceived due to the location of the investigation. It will be important to research into the history of graphic design (and cultural art/craft in general) within this location and use a historical methodology to place the current contemporary design into context in the present day. A large amount of the research will need to be primary research conducted within East Africa so interviews and participant observations will be important to undertake and this will produce more successful results within the research topic than simply attempting to discover the design from Europe. This does, however, introduce the problems of being able to successfully collect enough data and opinions whilst in Uganda as it would be too difficult to mimic the research process after leaving. In terms of practical responses to this line of investigation, it will be necessary to gain an understanding of cultural art forms which have an impact on the design found in East Africa, and then to mirror these techniques within my own practice. The barriers of using African techniques within the creative practice appear when not enough research into the methods has been completed.
3. What preparation or investigations do you need to undertake for your creative practice to take place? I will approach the subject by undertaking participant observations while in Uganda during the summer, observing the behavioural responses to graphic design from locals within the larger cities (mainly Kampala and Jinja), the tourist areas (safari and activity weekend lodgings) and the rural communities (villages around Jinja area). I will also research into the cultural and historical backgrounds of each country through secondary research to gain a contextual understanding to my findings through primary research, and I will research into the methods they use to produce art and design within the different areas of East Africa (rural and city areas). I will need to research into the historical and cultural contexts before travelling to Uganda in the summer to direct the questions I ask and answers I look for rather than leaving it open ended. One of the disruptions to the research process that I could encounter here is not being able to gather as many or the correct responses as I need whilst I have the opportunity to in Uganda.
4. What research do you need to undertake regarding who your creativity is for? As there is little stated knowledge of the graphic design aimed towards locals in both rural and city areas and tourists in these countries at present, the target audience would begin by being those interested in the graphic design of different areas of Africa (or the World in general). This would then enable me to focus the responses down based on my findings to a more specific audience. One possible target audience would could be governmental, as if a change in how graphic design is perceived there could boost their economy with imports and exports, although the research I uncover when in Uganda may not back this up. Another target audience could be businesses within East Africa to promote a development in the design appearing throughout these countries, and showing the importance of good design on the economic growth of a business.
BA (Hons) Graphic Design Context of Practice 3 Proposal Form 2013 Make sure you print a copy off for your own records
Primary Sources of Information 1. Description Location 2. Description Location 3. Description Location
Observations of graphic design in different locations around Uganda (rural villages, city areas and tourist areas) Uganda (August-September 2013) Interviews with locals around different areas of Uganda to gain a cultural perspective on graphic design and to gauge their awareness of it. Uganda (August-September 2013) Surveying people in the UK about their knowledge of design in Africa and how they perceive African design. UK
Secondary Sources of Information 1.
Contemporary African Art - Kasfir, S.L.
2.
Anganza Afrika - Spring, C.
3.
African Vision - Kreamer, C.
4.
The Love of Art - Bourdieu, P.
5.
World Graphic Design: Contemporary Graphics from Africa, the Arab World, the Far East and Latin America - Caban, G.
6.
East Africa (Lonely Planet Multi Country Guides) - Fitzpatrick, M.
Perceived problems or difficulties: There is a lack of existing published knowledge on the subject and a majority of the research will have to come from primary studies within Uganda (I am already visiting Uganda in the summer so this is now a difficulty) and much of what I am planning to research is based upon opinions and observations so I will be forced to draw more of my own conclusions with less backing from existing conclusions on the subject. One slight ethical problem I may encounter could be that the locals I aim to talk to about the subject may take offence at the way I am looking into this as the reason I am visiting Uganda is for charity volunteer work.