COLLECTION NAME:
Graduate Thesis Collection
Record
Title:
Exploring East Asian Gift-Giving Culture: How Visual Communication Can Help Moderate Social Discomforts
Creator:
Hu, Jiawei
Subject:
Thesis (M.F.A.) -- Graphic Design and Visual Experience
Subject:
Savannah College of Art and Design -- Department of Graphic Design
Rights:
Copyright is retained by the authors or artists of items in this collection, or their descendants, as stipulated by United States copyright law.
Abstract:
"In East Asia, many countries like China, Japan, and Korea have inherited their complex structure of reciprocal social culture based on sophisticated traditions and rituals. Gift giving serves a social function, as the primary act of exchange helps connect families and individuals in East Asia during their special occasions and events. It's also a social interaction for managing relationships. Traditional East Asian gift-giving coexists with many rules and extensive etiquette, and many of those traditions demand visually designed presentations to assist in maintaining -social stratifications. This gift tradition can be overwhelming and create pressure on both the gift giver and receiver. These traditions have been passed along to younger generations, and this new generation is looking for ways to change the rigorous and socially stratified traditions. This paper will explore the history and development of East Asia’s long-standing cultural traditions around gift-giving, and the role visual communications has played in changing gifting traditions for a new generation. This paper will investigate some case studies regarding the changing design of recent East Asian gifting experience. As a result, the goal will be integrating the research to create a design solution to moderate social pressure for the East Asian gifting culture."
Abstract:
*Includes a separate PDF with images of a "gift event managing website prototype, a gift shopping mobile and vending machine prototype, and a physical gift shop (branded concept gift shop Favorite™) proof of concept"--Thesis page 30
Abstract:
*Keywords: East Asia, gift-giving, culture, traditions, social pressure, visual communication, inheritance, gifting experience, moderate
Publisher:
Savannah, Georgia : Savannah College of Art and Design (Atlanta)
Date:
2020-03
Format:
PDF (thesis) : 74 pages, color illustrations + PDF (prototype) : unpaged, color illustrations