Assessment Overview In EAPC
In this section, we will revisit the assignment's expectations and the steps necessary to complete the assignment effectively.
● Discuss the discussions surrounding the creation, promotion, and consumption of popular culture in Asia.
● Apply various theoretical and historical viewpoints in the context of Asian popular culture.
● Explore local and global dimensions of culture, taking into account the social, economic, and political circumstances in Asia.
● Provide examples of popular culture in Asia surfaces in everyday life.
● Requirement: Choose one of the three options to produce an artifact o- An industry-oriented white paper of 2,000 words about your topic
- A video podcast and corresponding script: a self-recorded video about 10-12 minutes long featuring yourself, brief clips of audio, video, graphics, and/or sources from the web.
- A 12-page, 1,500-word magazine with feature articles (A4 format, 3mm margins) including at least 8 student-created photographs or illustrations, and applied knowledge of graphic design principles (grid-based layout, composition, color, typography).
● Format: 2,000-word white paper, video podcast or magazine.
● Objectives: Create a communication artifact to compete in an imagined festival called “Popular Culture from the Peripheries”.
● Suggested tools (for magazine only): Adobe InDesign (main tool), Canva (side tool), cameras are needed to produce student-made photos.
● Assignment structure (for magazine only):
- Front cover (1 page)
- Introduction (2 pages)
- Relevant statistics/facts/information surrounding the cultural matter (2 pages) (infographics, highlighted numbers and keywords)
- Article #1 (2-4 pages)
- Article #2 (2-4 pages)
- Interactive games (0-2 pages, adjust according to your articles’ length)
- Back cover (1-page)
In this segment, we will take another look at the terminology associated with assignment that is discussed within the context of the course.
|
Term |
Definition |
|
Popular culture |
According to Storey (2012), popular culture manifests itself as daily and accepted social activities, ideas and structures. In contrast with high and elitist culture, these instances enjoy the common society’s embrace. |
|
Cultural homogenization |
Often considered as a result of globalization, this notion concerns the phenomenon of multiple cultures merging together and sharing similar aspects, from moral values to traditional practices. In this concept, the commercial benefits usually prove lucrative for nations to engage in “similarizing” their values with those of others. This breeds a new wave of ideologies, perspectives and desires, even to the point of citizens being considered as customers. |
|
Cultural hybridity |
As the name suggests, this idea revolves around different cultures fusing their lifestyle elements together to create new expressions and norms. From physical (food, fashion, etc.) to intellectual (religions, literature, etc.) forms, hybridization can occur throughout the societal construct. The constantly improving networks of communication act as a key player in driving this notion forward. |
|
Consumerism |
Goods, services and possessions act as consumerism’s core subjects, because this ideology is a cultural way of thinking that emphasizes their accession and usage of these items. This heightened importance on possession and consumption of materialistic means is thought to bring about fulfillment, identity and high social status. |
|
Soft power |
Usually used in the context of international relations, a country that “possesses” soft power can affect the behavior of other entities without being forceful while doing so (hence the word “soft”). It is through means like cultural attractiveness, media influence, or economic dominance that soft power is practiced. |
|
Cultural imperialism |
Discussing cultural imperialism is discussing the assertion of a culture over another. This unequal power dynamic stems from certain trends, beliefs and traditions that push those of the influenced culture out of favor among its people. |
|
Hegemony |
Gramsci’s (2019) notion of hegemony features an influential societal class that steers a society forward based on rationality and virtue. However, hegemony is not imposed by the dominant, but rather negotiated and merged with the subordinate classes’ consent. Within this concept, there are also processes of naturalization and categorization of classes, genders and ages. |
|
Gender performativity |
Rather than an innate and predetermined idea, gender identity manifests via repetitive behavior and actions. Using terms like “man” or “woman” implies social expectations that one is accustomed to. |
Alpuerto A (2023) ‘Áo Dài: Changing Trends, Enduring Charm’, Vietcetera website, accessed 14 December 2023. https://vietcetera.com/en/ao-dai-changing-trends-enduring-charm
Storey J (2012) Cultural Theory and Popular Culture: An Introduction, Taylor & Francis Group.
Storey J (2013) Cultural Theory and Popular Culture, Routledge, Abingdon, Oxon/
Gramsci A (2019) ‘Hegemony, intellectuals and the state’, in Storey J (ed) Cultural Theory and Popular Culture : A Reader, 5th edn, Routledge, London.
Nhat M (18 July 2023) ‘Để người trẻ thêm yêu tà áo dài’, Thua Thien Hue Online, accessed 14 December 2023. https://baothuathienhue.vn/van-hoa-nghe-thuat/de-nguoi-tre-them-yeu-ta-ao-dai-130064.html
Vietnam Travel (n.d.) All about ao dai: Vietnam’s national dress, Vietnam Travel website, accessed 14 December 2023. https://vietnam.travel/things-to-do/ao-dai-vietnam
VietReader (18 October 2023) ‘Innovative Ao Dai: Origins, Trends, Latest, Best Models’, VietReader, accessed 14 December 2023. https://vietreader.com/2021/12/20/innovative-ao-dai-origins-trends-latest-best-models.html
Waters C (2007) ‘'Fashion in undress': Clothing and Commodity Culture in Household Words
Waters, Catherine’, Journal of Victorian Culture, 12(1):26-41, doi:10.3366/jvc.2006.12.1.26.
In this step, we will discuss in detail each component and its requirements within the assignment.
Before proceeding with writing or designing, the priority must be to establish a clear outline for your magazine. This translates to profiling the components, assigning each one with its number of pages, and determining the layout of every part. Once a clear executive vision is achieved, you can start composing your magazine.
TIPS: Spend an extended amount of time on these websites, Dribbble, Pinterest or wherever you get your creative incentive from to learn more about how to design your magazine’s outline. Depending on your chosen topic, art direction and personal preference, the stylistic spine of this artifact will vary; however, don’t shy from combining one or two alternative elements from other branches as well because it might enhance the aesthetics of the magazine.
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