Proposal

Synopsis
Food is basic need of man, in the historical record of Han dynasty “People are the most important to emperor, while foods are the most important to people” (David & Roger 1998). Food and water are the physiological human needs which explained in Maslow’s hierarchy of needs. Chinese and Western foods are different in the way cooking methods and choosing variety materials, regional characteristics, climate and environment, customs are significant factors which contribute in creating different eating habits (Maslow 1943).

China has long and rich history which creating numerous splendid civilization and cultural heritage, therefore the Chinese food has diversity profound as its fifty-six ethic groups. On the other hand, some of the western countries have the similar long history such as England and Italy which have the food heritage culture. The colonies countries, for example Australia and America the food culture has been influenced by the immigrants who are bring in their native food and eating habit to the country, consequence the western food culture has become a comprehensive.

Chinese people are familiar with the use of chopsticks that has been a part of Chines food culture, and knife and fork are the logo of the Western food. Chopsticks vs. knife and fork are the familiar eating utensils, meanwhile it is fantastic symbol that are reflecting on Eastern and Western culture’s similarity and majority differences. This project aims to understand Chinese and Western cultural differences and cultural inheritance from food culture, along with audio interviews of the Chinese and Westerners that provide insight into their understanding of their culture different. The documentary will also include social media integration to let people to share and discuss their own opinion.

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Context
Food culture is based on food, reflected in the human spiritual civilization, is a sign of the development of human culture, food is often living in the core of culture. The study of food culture is that human are enjoying all the values reflected in the food the taste of aesthetics, the way of thinking, why the different eating habits it also shows the attitude to towards life and personal relationship. The food culture can expend to the nations cultural inheritance. In the context of food culture, the concept of human consciousness, value, philosophy, religion, art, etc. (Bian 2004) .

chopsticks and Knife and fork are present the differences in eating utensils, and thus affect the concept of East and West lifestyle and value. The chopsticks are bringing the family together around table highlight the value of Chinese culture have a relatively strong family concept. Knife and fork show the utensils used by individual which derive from western culture pay attention to individual and independence (Leong & Clark 2003).

Nowadays, Chinese culture and Chinese food are becoming more popular in which culture mystery rich and verity for cooking style that are draw attention of the world. In Chinese culture, the people believe the food is taste of the memory, the taste of the family inheritance. Today, in almost all of the traditional handmade food has been put on the industrial line that has be lost taste of childhood memory, the family values are first in Chinese culture through the food culture reflecting in share eating habits around family table. The Western, their utensils are knife and fork and eat individual, that reflect the Western culture is attach more priority to the individualism. In western countries, for example, Britain and America. The two different value orientations also showed in the food culture (Xiong 2017).

This is a food-themed online documentary, Chinese and Western have using the chopsticks and knife and fork are presenting different earing habits, however, it is reflection on Chinese and Western have different value and culture of family and individual focused. Food culture has been changed cross Eastern and Western, the food bring the people together share it and enjoy the culture, the multi-culture is phenomenon, the food is media which is making closer interpersonal relationship. This documentary builds a platform to audiences for communication about their own food culture, childhood memory and grandmother and own mother recipe, even thought to explore history and culture behind the food. The people can gain the information and experience the food their interesting to feedback to the platform about food and culture. The documentary can be a bridge to create business opportunity that grandma or mother’s recipe become project on the industry line.

Audiences
The Chopsticks vs. Knife & Fork Project explores cultural inheritance through the food culture differences between Chinese and western. The project is not simple focus on foods, deeply rooted of cultural inheritance, to explore how the human society nowadays treating the food, and how to live in harmony with nature. Therefore, the target audiences are passion of food culture and history heritage with knowledge of Eastern and Western food culture and history. As the documentary draws the affordances to investigate the culture and history are hidden behind the foods, it will provide the opportunity for all level of audience to contribute through social media.

The purpose of this online documentary focus on chopsticks and knife and fork-food culture to explore the culture and history story hidden behind food with aiming of delivery message to the audiences the culture difference between Chinese and Western.

Interface Design
The online documentary will be an immersive mouse driver experience, it will be designed for personal computers. I-doc uses widescreen graphics, audio interviews and sounds, and will be navigated to a large extent by mouse-guided, clickable content. Therefore, it will be suitable for desktop or laptop running on a separate platform, users can sit down and enjoy online browsing content. The interface follows a semi-linear, audio interview structure. In the background of the map as the background of the user will be able to choose the country to click to explore the owner of the internal content.

The interface design will be fantasy, immersive, and the remaining simple layout, attention to detail, to make the language in line with the theme and style of the work, so a good documentary, have a good language, commentary to the theme of service. This documentary seeks a glittering audience in the eyes of the world to see a difference between Chinese Western food culture and heritage, and every vision and sound will create the feeling behind in-depth food, speak cultural heritage, and explore how human beings today treat food, how to live in harmony with nature.

Aesthetic
Though the documentary, the new concept will present to the audiences, the documentary emphasizes the food however, it is not only the food, it will be cognitive attitude, interpersonal emotional contact, communication and cultural inheritance.

The aesthetic of this project will include brighten colours, rhythmic cheerful, lively and minimalist design, including imitation of a world map of clear, colour visual effects. Colour brightness is high, can give people a sense of pleasure into a full of fresh and vibrant world (Birren 1950). This online documentary will bring in visual freshness and impact to attract the audience’s attention.

Inspiration
Kaitlin Jones created interactive documentary of Soldier Brother has inspiration to Chopsticks vs. Knife & Fork project. In the Jones’s project the negative space created around each of objective which generate the space to identify each item. The shadows are adopted to created three-dimensional effect. The glitch effect is well applied to enhance of each item “pop up” that is draw audience attention means it is clickable. This project will adopt some of these principles into its design interface.

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However, unlike Jones’ layout, the composition of the items will be constructed and dispersed. These objects will be presented as a single pattern on the background of the ‘map’. Through this form, it is easier for viewers to immerse themselves in the intuitive feelings of Chinese Western food culture differences, to mobilize the curiosity of the audience, making the project more interesting and vivid. as is the case for Sandy Wang’s project Transcript of differences between Chinese and Western food culture.

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Wireframe

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project structure

The documentary will begin with the introduction of the landing page of Chopsticks vs. Knife & fork project, the site will operate primarily through audio interviews and self-exploration clicks, there will be a brief audio presentation on the landing page to explain what the project it is.

From here, the user arrives at the home page. The home page is a map with a tag guide, the user can click to explore. It will also include a navigation bar at the bottom of the page that contains links to the page, the participant page, the contribution page, and the points.

The tag on the map shows the contents of the diet of the Chinese and Western countries. When the user clicks on the East country on map, the tag will show the food and culture representing the Chinese elements. Clicking on the west country on map will show the Western representative food and culture. There are stories and connotations behind these tag. However, the order sequences are irrelevant because each tag contains a linear narrative.

When the user hovering on the project, some objects will pop up suggesting as clickable, invite the user to listen to the story for the food and the the cultural heritage of the brief audio interview. These interviews will allow the audience to understand the Chinese and Western food culture, meanwhile it recommend to the audience some delicious restaurant address, allowing viewers to understand both cultural differences and heritage while exploring more food.

Summary, the Chopsticks vs. Knife & fork project’s navigation and structure will be easy to understand and explore.

Social media integration

The Chopsticks vs. Knife & Fork project will leverage the advantages of digital media through the integration of social media platforms, using interactive participation. Dedicated Facebook and Twitter and Weibo accounts will be associated with the project to provide forums and platform where viewers can connect, communicate, discuss and contribute to the project. Through the theme tag #Chopsticks vs. Knife & Fork project, people from different countries can share their own food and culture as well as the story behind the food and continue to add to the project, to ensuring its growth.

Evidence of Feasibility

The chopsticks vs. knife & fork project takes a large and connotative idea and is presented by simplifying navigation and including the range.

The original content will include photographs of representative countries’ photos, their food and culture, and a record of three meals of a day and eating habits.

Technically, this project is straightforward and easy to implement. At the production stage, a camera is required to shoot items, and a microphone and sound device to record an audio interview. Photos can be done through the phone and Photoshop, you can put the items on a pure white table to introduce.

In the post-production stage, audio can be cut through the sound design software remix. It will need basic editing, cut the material into short audio clips. Photos in Adobe Photoshop CC will also be enhanced and colour graded.

Online documentaries themselves will be combined in the Adobe CC and Photoshop. The production of the site should be simple layout and combine materials though multiple objectives. Overall, the project is realistically complete within short period of time.

Technically

Equipment:

camera

Audio Recorder with Microphone

Software:

Audacity

Adobe Photoshop

Hype 2.5

References

Birren, F. 1950, ‘Colour psychology and colour therapy: a factual study of the influence of colour on human life’, McGraw-Hill book company.

Bian, H, Y. 2004, ‘On the differences of Chinese and Western Food Cultures’ Journal of Nanjing Forestry University, 2004 (2).

David, L, H & Roger, T, A. 1998, ‘Thinking from the Han: self, truth and transcendence in Chinese and Western culture’, State University of New York Press.

Leong, B, D & Clark, H. 2003, ‘Culture-based knowledge towards new design thinking and practice-A dialogue’, Design Issues, Vol. 19, No. 3, pp 48-58.

Maslow, A, H. 1943, ‘Maslow’s Hierarchy of Needs’ Psychological Review.

Xiong, Z, I. 2017, ‘The Differences of Chinese and Western Food Cultures’, Chinese Language, Literature & Culture. Vol. 2, No. 1, 2017, pp. 6-9.

Soldier Brother by Kaitlin Jones https://www.nfb.ca/interactive-no-flash/

Differences between Chinese and Western Food Culture by Sandy Wang

file:///Users/yimingsu/Desktop/Online%20assessment%202%20material/online%20assessment%202%20research%203.webarchive

 

 

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